Figures and trends in emailing: email routing solutions, which rankings?

We all have a lot of figures in our head about what good performance in email marketing means, about the perception that consumers have of our campaigns, but these references are not always recent. Here is a small compilation of the most interesting and recent indicators published on the web. Obviously, some of the numbers are a few months old, and some of them might contradict each other... but that's not so bad 🙂

So we're going to start this series with a focus on routing solutions and the different rankings that exist on the market (and unfortunately, it's not super rich).

The Gartner Magic Quadrant

We start with the classic Magic Quadrant from Gartner, which in its "Campaign Management" edition dates back to April 2016. There hasn't been a Magic Quadrant in the Email Marketing category for a long time, we'll come back to this one when the next version is available.

As you can see, the top of the list is made up of Adobe (with Adobe Campaign), IBM (Unica and Silverpop) and SAS. Next (but still in the "leaders" section) are Oracle (with Eloqua, Responsys and Co) and Salesforce (Exacttarget and Pardot). In the rest of the quadrant, four other solutions are well represented in France: Selligent, Experian, Teradata and Microsoft (even if the latter has not yet really imposed its campaign management solutions in our country).

We could also have reviewed the figures from Forester, but just like Gartner, the ranking dedicated to emailing solutions has not been updated for some time.

G2 Crowd, a community ranking

Another interesting source in the choice of tools is G2 Crowd which also has an email marketing section. However, be careful with the results of this type of platform which uses the votes of Internet users, votes which are often influenced by marketing campaigns from publishers. Nevertheless, for a certain type of need (but not very oriented to the French market), the results are still worthwhile:

In the top 3 we find here Salesforce (which is therefore in the top of both rankings), Mailchimp and Aweber (as of 12/05/2016). In the ranking, we also find the French Mailjet and Sendinblue.

Who manages the largest volumes?

To finish with the email sending platforms, why not also mention the quantitative side. Cisco gives us an interesting tool with Senderbase which ranks all the networks sending emails in the world on a logarithmic scale. So obviously, we don't find only email marketing players (let's not forget that email is also a means of communication between humans 😉 ), but it is possible by this way to have an idea of the main platforms by volume. So here is that ranking (as of 12/05/2016, over the previous 30 days):

1. Rocket Science Group (Mailchimp and Mandril): 7.9
2. SendGrid : 7.9
3. ExactTarget: 7.8
4. Oracle/Responsys: 7.3
5. Adobe Campaign/Neolane : 7.2
6. IBM/SilverPop: 7.2
7. Teradata/eCircle : 7.2

This ranking should probably also include Amazon SES, but since it's hard to distinguish what comes from SES and what comes from the rest of Amazon... hard to place it correctly.

Note that Mailchimp and SendGrid are very close and regularly exchange places in this ranking. SendGrid is not very well known in France, but in the USA, it is a very big player used by very big startups.

And for the French market?

Unfortunately, there is no classification of the different email solutions available in France. There is the guide of our colleague Bruno Florence or the list in theBadsender routers directory. But no ranking made on an objective basis, only lists. A work that Badsender will try to realize one day... but it is not for tomorrow 😉