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10 best email marketing platforms 2016

Christina Mercer | June 27, 2016
We've listed to top email marketing services you can use in 2016

IBM and Adobe were the initial cloud marketing services rivals with Salesforce and Oracle picking up the pace behind them. IBM and Adobe both offer an inclusive marketing platform with an integrated email service. 

Key features:

- Drag-and-Drop web form builder
- Personalised URLs
- Automated A/B Testing
- Personalised Hyperlinks

Cost: Available on request

3. Experian

Best email marketing platforms: Experian

Experian offers a cross-channel marketing platform that enables users to personalise interactions using advanced customer data insights. Experian claims to offer a 'detailed picture of the individuals behind the addresses'.

Experian also provides email insights including global email activity, consumer optimal day of week, time of day and device preference, performance comparisons and demographics and interests.

In addition, Experian also offers a B2B email marketing solution with email lists that draw from over 700,000 named and generic business email addresses from the National Business Database and automated subject lines.

The Experian platform is most similar to Oracle's email marketing solution with both companies opting for cross-channel marketing with a data-driven focus in their wider marketing operations.

Key features: 

- Customer history checks
- Cross-channel platform
- Re-targeted social campaigns
- Mobile optimised

Cost: Available on request

4. Oracle Responsys

Best email marketing platforms: Oracle Responsys

Founded by Anand Jagannathan and Raghu Raghavan in 1998 and acquired by Oracle in December 2013, Responsys is a cloud-based enterprise marketing platform, with mobile, web, display and social capabilities.

Responsys' core features centre on deliverability, content development, testing and optimisation.

Oracle seems to take a multi-channel, data-focused approach to email marketing while others such as Salesforce opt for more intensive social media integration.

Key features:

- Deliverability analytics
- Competitive research
- WYSIWYG tools
- Store images, logos, text, HTML files
- cloud-based content library
- A/B testing

Cost: Available on request

5. Salesforce Marketing Cloud

Best email marketing platforms: Salesforce Marketing Cloud

Formerly ExactTarget, Salesforce Marketing Cloud is an email studio that offers a performance measurement dashboard with data-driven analytics.

This platform provides automation and analytics software and takes a one-stop-shop approach to marketing and email marketing in general with services such as the Interactive Marketing Hub. It also includes email-specific capabilities such as mailing lists, email schedules and click-through reports. 

Salesforce Marketing Cloud has a mobile presence setting it apart from rivals such as Adobe that lack an iOS app and phone support. 

Key features:

- Drag-and-drop content tool
- Personalisation Builder
- A/B testing
- Cross-channel marketing 
- Easy subscriber database filter
- 1-to-1 messages

Cost: Email marketing is not available independent of mobile and web marketing. Email, Mobile, and Web Marketing £280 per month (billed annually).


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