![]() Providers are trying to position themselves as deliverability experts and offer their deliverability expertise as a service, typically for customers on higher tier plans.However, the definition of email validation and methods vary significantly between providers, so marketers need to pay close attention to what value they are getting. Some providers integrate 3rd party services like Litmus, while others develop in-house validation capabilities. Providers are offering complimentary services like email verification and spam testing, typically at additional cost but sometimes included as limited credits added to account on a monthly basis.Email marketing platforms are becoming omni-channel marketing platforms offering email, SMS, live chat, web notifications, and social platform integrations.There are some major trends that are either re-shaping the email marketing space in 2023 or continue to influence competitive landscape: This way, agencies can charge their customer their own fees for use of platform without customer knowing what software is being used. Providers like BigMailer, ActiveCampaign, and SendInBlue offer the option to white label the platform itself, so agency clients can access it on the agency’s domain and see agency logo. When we searched for white label email marketing, we mostly saw either references to custom link domain (see above) or partner (aka reseller) programs. Typically, if the custom domain is configured, the unsubscribe page is also hosted on the custom domain as well. Many providers, for example SendGrid and MailGun, refer to custom tracking (links in the email) domain as white labeling because using a custom tracking domain for links in the emails makes the ESP in use less identifiable to the email recipient. BigMailer is the only platform we know of that has brand management built-into a main dashboard and workflow. email templates, image library) and you can’t automatically leverage volume discounts based on combined usage, they way you would be able to do with a platform like BigMailer. However, when you manage multiple brands this way you can’t share creative assets (e.g. Some providers, for example MailChimp and SendInBlue, allow connecting the same user to multiple accounts, which offers a convenience of not logging in/out of client accounts. If you send a lot of content updates to your entire list then subscriptions based on list size with high or unlimited sending can offer better ROI. If you maintain a large contacts list but send infrequent bulk (newsletters, promotions) campaigns then pay-as-you-go pricing may be more favorable. Most providers seem to have their pricing tiers defined based on 5000 contact increments and email marketing plans tend to be based on 2-4 emails per month to all contacts. If the list is fast growing, which is often the case for blogs or startups then future pricing should be considered as well. One factor that prospective customers need to be aware of is pricing tiers. For the purposes of comparison we listed pricing on pay-as-you-go plans based on engagement with a list 2 times per month. ![]() Subscriptions is the most common pricing model for bulk email marketing service providers, and pay-as-you-go plans are preferred by providers focusing on transactional email sending (e.g. For example, transactional email leader SendGrid has separate pricing for transactional and marketing campaigns. A combination of one of the models above plus overage charges for sending emails above allocated limits. ![]()
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