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Report finds many marketers likely to switch ESPs if the price is right

Published on .

New York—Thirty-two percent of marketers that use e-mail service providers may switch vendors in the next 12 months if they find the same capabilities for a similar or reduced price.

That was among the conclusions made by JupiterResearch, a division of JupiterKagan, in its vendor evaluation report, "E-mail Marketing Buyer's Guide, 2006," which was released Thursday. In it, JupiterResearch assesses 28 ESPs on "overall value, suitability and breadth of addressing the distinct needs of marketers."

"As the e-mail market becomes increasingly mature, ESPs that lack tight integration with their clients, or a satisfying process and service experience, are susceptible to client churn," said David Daniels, VP-research director and lead author of the report, in a statement.

More than half of e-mail marketers (55%) said that the reputation of the ESP is their most important consideration in making a selection.

Additional details about the report can be found at www.jupiterresearch.com.

—Carol Krol

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