Contenders Leaders Marketing Cloud sy Scale Campaign aign Monitor Niche High Performers Satisfaction Email Marketing Products Products shown on the Grid for Email Marketing have received a minimum of 10 reviews/ratings in data gathered by March 30th, 2014. Products are ranked by customer satisfaction (based on user reviews) and market presence (based on market share, vendor size, and social impact) and placed into four categories on the Grid: Leaders offer email marketing products that are rated highly by G2 Crowd users and have substantial scale, market share, and global support and service resources. Leaders include: Marketing Cloud,,,, and. High Performers provide products that are highly rated by their users, but have not yet achieved the market presence and scale of the vendors in the Leader category. High Performers include:,, and. Contenders have significant market presence and resources, but their products have received below average user satisfaction ratings or have not yet received a sufficient number of reviews to validate their products. Niche vendors do not have the market presence of the Leaders. They may have been rated positively on customer satisfaction, but have not yet received enough reviews to validate their success. Niche vendors include:,,,, and. 2014 G2 Crowd, Inc. All rights reserved. No part of this publication may be reproduced or distributed in any form without G2 Crowd s prior written permission. While the information in this report has been obtained from sources believed to be reliable, G2 Crowd disclaims all warranties as to the accuracy, completeness, or adequacy of such information and shall have no liability for errors, omissions, or inadequacies in such information.
Grid Scores for Email Marketing The table below shows the satisfaction and market presence scores that determine vendor placement on the Grid. To learn more about each of the vendors, please see the executive profiles in the next section. Product Name # of Reviews Satisfaction (normalized) Market Presence G2 Score SMB Mid-Market Enterprise Leaders Marketing Cloud 111 95 83 85 74 94 54 70 63 88 58 70 39 56 65 68 42 63 59 67 High Performers 15 78 27 53 9 54 28 50 22 81 18 49 Niche 16 26 43 54 11 48 34 52 10 34 35 51 8 21 36 49 12 3 42 48 2014 G2 Crowd, Inc. All rights reserved. Document #EMS14E1. 2
Email Marketing Market Definition Email marketing refers to software platforms designed to directly promote a commercial message to a group of people using email. Email marketing is most often used to acquire new customers, increase customer engagement, or share promotional materials. An important feature of email marketing tools is the ability to segment user lists to specifically target subsets of the larger user base. Email marketing platforms that integrate with CRM or website analytics products can enhance the segmentation capabilities of the platform. Some email marketing vendors also offer transactional email tools. Transactional emails are sent in response to a specific action by the user. These emails may include password resets, order status updates or email confirmations. G2 Crowd offers a separate Transactional Email Grid to compare vendors in this category. For more information, please see http://www.g2crowd.com/categories/transactional-email. Email marketing is often purchased as part of a broader marketing automation suite, such as HubSpot, Marketo, Pardot (a Salesforce.com company), and Eloqua (Oracle). This Grid report includes only best of breed email marketing products. Based on their own needs and budgets, buyers should decide whether a best of breed email marketing solution or a broader marketing automation suite that includes email marketing would better fit their needs. For more information on the email marketing capabilities provided by the marketing suite vendors, please see http://www.g2crowd.com/categories/marketing-automation/compare. Grid Rating Methodology The Grid represents the democratic voice of real business and IT users, rather than subjective opinion of one analyst. G2 Crowd rates email marketing products algorithmically based on data sourced from product reviews shared by G2 Crowd users and data aggregated from online sources and social networks. Technology buyers can use the Grid to help them quickly select the best email marketing product for their business; to set realistic goals for their marketing initiatives, and to find peers with similar experiences. For vendors, media, investors, and analysts, the Grid provides benchmarks for vendor comparison and market trend analysis. Grid Scoring Methodology G2 Crowd rates products and vendors based on ratings and reviews gathered from our user community, as well as data aggregated from online sources and social networks. We apply a unique, patent-pending algorithm to this data to calculate the product strength and vendor market presence scores in real time. The satisfaction rating is affected by the following (in order of importance): Overall Customer Satisfaction and Net Promoter Score (NPS) based on ratings by G2 Crowd users Customer satisfaction with second-level product attributes based on user reviews Popularity and statistical significance based on number of ratings and reviews received by G2 Crowd The market presence score is affected by the following (in order of importance): Number of employees for product and parent company (based on social networks and public sources) Market share based on share of voice including number of ratings and reviews received Vendor momentum based on web traffic and Google search trends Product social impact based on Klout score and Twitter followers Vendor social impact based on Klout score, Twitter, and LinkedIn followers Revenue and year over year revenue growth rate (if available) Age of company (number of years in operation) Employee satisfaction and engagement (based on social network ratings) 2014 G2 Crowd, Inc. All rights reserved. Document #EMS14E1. 3
Vendor Executive Summaries This section includes summary profiles of each Email Marketing vendor with 20 or more reviews. The products are listed in order of their G2 score. Marketing Cloud 4.3 out of 5 stars (122) SPRING 2014 LEADER Marketing Cloud has been named a Leader based on receiving the highest customer satisfaction score and having the largest market presence. 90% of users rated it 4 or 5 stars; 87% of customers would recommend the product to peers; and 94% believe Marketing Cloud is headed in the right direction. Marketing Cloud was founded in 2000 and acquired by Salesforce.com (NYSE: CRM) in July 2013. The San Francisco, CA based company reported 2013 revenues of $4.07 billion and has 13,414 employees listed on LinkedIn. In short-answer responses, users liked Marketing Cloud s constant innovation, great customer service, and platform flexibility. Users disliked the interface, finding it difficult to navigate, although many noted recent improvements. Users highly recommended Marketing Cloud for customers looking to scale their email campaigns and especially for customers integrating with Salesforce CRM. Business problems solved using Exact- Target Marketing Cloud include segmentation, large email campaigns, tracking, and reporting. In G2 Crowd feature questions, users rated Marketing Cloud at 88% on overall email marketing functionality, above the category average of 83%. Users were most satisfied with Marketing Cloud s sending outbound emails with 95% satisfaction (vs. 92% average). Marketing Cloud customers were least satisfied with its internationalization with 80% satisfaction (vs. 85% average). Across all other features, Marketing Cloud received high satisfaction scores between 82-93%. 4.5 out of 5 stars SPRING 2014 (77) LEADER has been named a Leader based on receiving a high customer satisfaction score and having a large market presence. 96% of users rated it 4 or 5 stars; 89% of customers would recommend the product to peers; and 91% believe is headed in the right direction. (LON: DOTD) was founded in 1999. The London, UK based company reported 2013 revenues of $22.9 million and has 115 employees listed on LinkedIn. In short-answer responses, users liked s easy editor, reporting and analytics, intuitive interface, ease of use, and helpful customer support. Users felt could have better integration with CRM systems, and a few users mentioned invoicing problems. Users highly recommended for creating professional email campaigns without knowledge of html. Business problems solved using include segmentation, in-depth reporting, lead generation, easy editing, and deliverability. In G2 Crowd feature questions, users rated at 85% on overall email marketing functionality, above the category average of 83%. Users were most satisfied with s building and personalizing emails with 92% satisfaction (vs. 85% average). customers were least satisfied with its breadth of partner applications with 74% satisfaction (vs. 79% average). Across all other features, received satisfaction scores between 79-92%. 2014 G2 Crowd, Inc. All rights reserved. Document #EMS14E1. 4
4.2 out of 5 stars SPRING 2014 (82) LEADER has been named a Leader based on receiving a high customer satisfaction score and having a large market presence. 84% of users rated it 4 or 5 stars; 83% of customers would recommend the product to peers; and 79% believe is headed in the right direction. is a private company founded in 2001. The Atlanta, GA based company has 79 employees listed on LinkedIn. Revenue is unknown for this private company. In short-answer responses, users liked s email templates, easy-to-use interface, mobile apps, and the free option for small email lists. Users disliked the customization options, finding them to be lacking when compared to more enterprise-oriented ESPs. Users from small to medium-size businesses highly recommend, especially for marketing professionals without design experience. Business problems solved with include deliverability, segmentation, and easily creating professional email campaigns. In G2 Crowd feature questions, users rated at 87% on overall email marketing functionality, above the category average of 83%. Users were most satisfied with s email and mobile preview with 93% satisfaction (vs. 84% average). customers were least satisfied with its internationalization with 83% satisfaction (vs. 85% average). Across all other features, received high satisfaction scores between 84-90%. (58) SPRING 2014 LEADER 3.8 out of 5 stars has been named a Leader based on receiving a high customer satisfaction score and having a large market presence. 77% of users rated it 4 or 5 stars; 74% of customers would recommend the product to peers; and 70% believe is headed in the right direction. (NASD: CTCT) was founded in 1998. The Waltham, MA based company reported 2013 revenues of $285.4 million and has 994 employees listed on LinkedIn. In short-answer responses, users liked s ease of use, templates, analytics, and its quick setup time. Users disliked its HTML customization options, and found the template editor to be glitchy when making changes. Users recommended for marketers looking to create well-designed email campaigns without HTML experience. Business problems solved with include email marketing for small businesses, campaign metrics, lead nurturing, and template design. In G2 Crowd feature questions, users rated at 83% on overall email marketing functionality, in line with the category average of 83%. Users were most satisfied with s sending outbound emails with 87% satisfaction (vs. 92% average). customers were least satisfied with its A/B testing with 71% satisfaction (vs. 81% average). Across all other features, received satisfaction scores between 75-86%. 2014 G2 Crowd, Inc. All rights reserved. Document #EMS14E1. 5
(47) SPRING 2014 LEADER 4.3 out of 5 stars has been named a Leader based on receiving a high customer satisfaction score and having a large market presence. 95% of users rated it 4 or 5 stars; 84% of customers would recommend the product to peers; and 86% believe is headed in the right direction. is a product of Oracle Corporation (NYSE: ORCL), which was founded in 1977. The Redwood Shores, CA based company reported 2013 revenues of $37.2 billion and has 124,124 employees listed on LinkedIn. In short-answer responses, users liked customer service, flexible platform, ability to pull in data from many sources, and its SMS campaigns. Users disliked the integration with other tools and felt that the interface could be improved. Users strongly recommended segmentation capabilities. They also recommended spending time to learn the tool and set up correctly, as it is a robust tool and not a template-driven platform. Business problems solved using include complex segmentation, automation, customer engagement, and demand generation. In G2 Crowd feature questions, users rated at 84% on overall email marketing functionality, above the category average of 83%. Users were most satisfied with high volume sending with 99% satisfaction (vs. 91% average). customers were least satisfied with its email and mobile preview with 62% satisfaction (vs. 84% average). Across all other features, received satisfaction scores between 76-95%. (22) SPRING 2014 HIGH PERFORMER 4.7 out of 5 stars has been named a High Performer based on receiving a high customer satisfaction score and having a small market presence. 95% of users rated it 4 or 5 stars; 94% of customers would recommend the product to peers; and 100% believe is headed in the right direction. is a private company founded in 2011. The Chicago, IL based company has 3 employees listed on LinkedIn. Revenue is unknown for this private company. In short-answer responses, users liked Express Pigeon s ease of use, API flexibility, excellent customer service, well-designed templates, and continued improvements. Users would like to see more features such as survey functionality, A/B testing, and greater segmentation capabilities. Users recommended s template designs for nontechnical marketers, and for the technical, the simplicity of using its API. Business problems solved using include template design, campaign metrics, segmentation, customization, and deliverability. In G2 Crowd feature questions, users rated at 88% on overall email marketing functionality, above the category average of 83%. Users were most satisfied with s internationalization with 100% satisfaction (vs. 85% average). customers were least satisfied with its breadth of partner applications with 86% satisfaction (vs. 79% average). Across all other features, received high satisfaction scores between 86-100%. 2014 G2 Crowd, Inc. All rights reserved. Document #EMS14E1. 6
Satisfaction Ratings G2 Crowd users rated email marketing software vendors ability to satisfy their needs as shown in the table below. Average satisfaction levels across survey questions were varied across all vendors in the range of 70% to 94%. Users validated that these providers meet their requirements at levels between 63% and 90%. Satisfaction Likely to Recommend 87% 89% 83% 74% 84% 95% 90% 94% 70% 85% 80% 77% 53% 82% Product going in right direction? 94% 91% 79% 70% 86% 100% 88% 100% 69% 82% 100% 80% 67% 85% Net Promoter Score (NPS) (Range from -100 to +100) 44 61 32-5 42 93 50 81-11 45 20 10-22 34 User Satisfaction Details Meets Requirements 88% 85% 87% 83% 84% 88% 82% 88% 81% 90% 76% 83% 63% 83% Ease of Use 81% 90% 87% 82% 76% 95% 93% 97% 86% 89% 86% 80% 68% 85% Ease of Setup 80% 85% 88% 86% 74% n/a 91% 96% 82% 81% 80% 79% 73% 83% Ease of Admin 84% 88% 87% 86% 77% n/a 91% 93% 85% 90% 86% 82% 73% 85% Support Quality 86% 87% 85% 82% 72% 100% 92% 99% 82% 89% 90% 80% 71% 86% Ease of Doing Business 88% 89% 87% 88% 79% n/a 88% 96% 84% 83% 89% 81% 73% 85% Average Sat by Category 84% 87% 87% 84% 77% 94% 90% 95% 83% 87% 84% 81% 70% 85% 2014 G2 Crowd, Inc. All rights reserved. Document #EMS14E1. 7
Feature Comparison G2 Crowd users have evaluated the Email Marketing software vendors by feature. The results are shown below for vendors with at least 10 reviews/ratings. Summary Email Marketing 89% 87% 89% 84% 87% 88% 88% 97% 85% 89% 84% 92% 75% 87% Reporting & Analytics 85% 89% 90% 79% 85% 86% 88% 94% 83% 59% 70% 100% 70% 83% Platform 83% 85% 85% 79% 84% n/a 89% 98% 82% 83% 86% 92% 87% 86% Integration 84% 80% 86% 78% 78% n/a 86% 89% 76% 84% 69% 90% 75% 81% Avg. Feature Rating 85% 85% 88% 80% 83% 87% 88% 94% 81% 79% 77% 94% 77% 84% Customer Segments Served As shown in the table below, email marketing vendors serve a range of small, mid-market, and enterprise customers. Customers by Size Small Business (1-50 employees) 25% 50% 45% 47% 29% 30% n/a 80% 77% 42% n/a n/a n/a 47% Mid-Market (51-1,000 employees) 29% 35% 45% 47% 31% 10% n/a 20% 23% 42% n/a n/a n/a 31% Enterprise (1,000+ employees) 45% 15% 10% 6% 39% 60% n/a 0% 0% 17% n/a n/a n/a 21% 2014 G2 Crowd, Inc. All rights reserved. Document #EMS14E1. 8
Deployment and Implementation 93% of email marketing solutions are deployed as SaaS (software as a service) solutions in the cloud. Email marketing solutions can be deployed quickly with an average implementation time of approximately one month. Deployment Method Cloud 75% 79% 100% 56% 100% 100% 100% 100% 100% 100% 100% 100% 100% 93% On-Premise 25% 21% 0% 44% 0% 0% 0% 0% 0% 0% 0% 0% 0% 7% Implementation Time Avg. Months to Go Live 2.0 0.7 0.2 0.3 2.5 n/a 0.1 0.0 0.6 1.1 0.0 0.3 0.4 0.8 Implementation Method % Led by In-House Team 68% 85% 97% 100% 56% n/a 100% 100% 70% 67% 100% 100% 75% 73% % Led by Vendor PS 23% 15% 0% 0% 44% n/a 0% 0% 30% 17% 0% 0% 25% 11% % Led by 3rd Party 9% 0% 3% 0% 0% n/a 0% 0% 0% 17% 0% 0% 0% 2% Number of Users Purchased Median Number of Users Bought 17 3 3 3 7 n/a 10 3 5 91 3 7 7 13 Contract Term Avg. Contract Term (Months) 17 10 2 3 23 n/a 0 2 3 10 1 24 8 9 2014 G2 Crowd, Inc. All rights reserved. Document #EMS14E1. 9
Email Marketing User Adoption Levels and ROI G2 Crowd reviewers shared their average adoption levels and payback. Adoption across the vendors averaged 75%. A fast payback was reported for most solutions with an average payback of 7 months. This validates the high value of implementing a email marketing solution to reduce marketing costs and drive revenue growth. User Adoption Average User Adoption 75% 66% 73% 39% 92% n/a 60% 99% 94% 80% 65% 92% 69% 75% Avg. Payback Period (Months) 11 9 4 13 10 n/a 3 3 3 5 5 7 17 7 Mobile Applications Some email marketing platforms include mobile applications to track and send emails on the go. Native ios and Android app ratings are provided below. Vendors without a native app may provide mobile-friendly versions of their platform to be accessible via a smartphone Internet browser. ios Mobile App Rating (5 stars) 2.5 n/a 3.5 3.0 n/a n/a n/a n/a 2.0 n/a n/a n/a 3.0 3 Number of Reviews 35 n/a 166 965 n/a n/a n/a n/a 17 n/a n/a n/a 345 306 Android Mobile App Rating (5 stars) 1.9 n/a 3.5 3.1 n/a n/a n/a n/a n/a n/a n/a n/a 2.8 3 Number of Reviews 54 n/a 53 16 n/a n/a n/a n/a n/a n/a n/a n/a 73 49 2014 G2 Crowd, Inc. All rights reserved. Document #EMS14E1. 10
Vendor and Product Scale Key data on the vendor s scale and impact are summarized below. Additional vendor demographic data is available for download in the Grid Spreadsheets. Vendor Background Year Founded 1999 1999 2001 1998 1977 2002 2004 2011 1915 2002 1998 1999 1992 Financial Data (if available) Revenue ($M ttm) 4,070 23 n/a 285 37,200 n/a n/a n/a n/a n/a n/a n/a 187 8,353 Vendor Social and Web Impact Employees on LinkedIn (Vendor) 13,414 115 79 994 124,124 72 44 3 4,040 195 97 433 1,097 11,131 LinkedIn Followers 239,279 1,924 3,969 8,973 1,030,988 764 592 19 6,997 2,845 836 2,516 10,523 100,787 Twitter Followers 177,019 237 119,477 57,495 225,167 13,543 22,536 1,226 6,570 8,633 26,229 8,124 28,001 53,404 Klout Score 87 57 82 83 87 44 60 43 64 61 63 55 82 67 Alexa Web Traffic Rank 182 30,346 202 304 521 345,578 6,262 140,751 25,175 6,586 167 19,509 8,546 44,933 Product Social and Web Impact Product Klout Score 83 58 82 83 61 44 60 44 80 60 63 56 61 64 Twitter Followers for Product 42,670 12,449 120,300 57,668 11,130 13,993 22,617 1,231 64,552 8,682 26,229 10,774 23,649 31,996 2014 G2 Crowd, Inc. All rights reserved. Document #EMS14E1. 11
Rating Changes and Dynamics The ratings in this report are based on a snapshot of the user reviews and social data collected by G2 Crowd up to March 30, 2014. The ratings may change as the products are further developed, the vendors grow, and as additional opinions are shared by users. G2 Crowd updates the ratings on its website in real-time as additional data is received, and we will update this report at least once per quarter. By improving their products and support and/or by having more satisfied customer voices heard, contenders may become leaders and niche vendors may become high performers. Trust Keeping our ratings unbiased is our top priority. We require the use of a LinkedIn account to validate a G2 Crowd user s identity and employer and verify all reviews manually. We do not allow users to rate their employer s products or those of their employer s competitors. Though we share reviews from business partners (they often contain valuable content), we filter out business partner ratings in our aggregate ratings to avoid bias. Our G2 Crowd staff does not add any subjective input to the ratings, which are determined algorithmically based on data aggregated from publicly available online sources and social networks. Vendors cannot influence their ratings by spending time or money with us. Only the opinion of real users and data from public sources factor into the ratings. Grid Inclusion Criteria All products in a G2 Crowd category that have at least 10 reviews/ratings from real users of the product will be included in the Grid. Inviting other users, such as colleagues and peers to join G2 Crowd and share authentic product reviews will accelerate this process. If a Email Marketing product is not yet listed on G2 Crowd and it fits the Email Marketing market definition above, then users are encouraged to suggest its addition to our Email Marketing category on our website at www. g2crowd.com. 2014 G2 Crowd, Inc. All rights reserved. Document #EMS14E1. 12