How email marketing is becoming core infrastructure
The email marketing platform market has undergone significant changes in recent years. While the previous focus was on creating emails, audience segmentation, and analytics, now more attention is being paid to deliverability and user identification.
Deliverability is becoming a key factor
The deliverability of email messages - the ability to reach the recipient's main inbox rather than the spam folder - is becoming one of the most important metrics for email marketing effectiveness. The tightening of policies at Gmail, Yahoo, and other email services is forcing advertisers to pay more attention to the sender's reputation, the quality of the email address database, and compliance with email marketing rules.
User identification is the new focus
Along with deliverability, user identification is becoming an important task. Due to the reduction in the use of third-party cookies and other changes in the personal data sphere, the email address is now considered the main customer identifier. Email marketing platforms are integrating more and more features for working with customer identity and user profiles.
Vendor consolidation
The email marketing market is also changing due to the consolidation of players. Leading platforms such as Salesforce, Adobe, and Oracle are actively acquiring smaller competitors to offer clients comprehensive solutions. This allows optimization of deliverability and user identification, but also creates a dependence on a limited number of large providers.
Conclusion: Email marketing is ceasing to be a separate channel and is becoming the foundation of the infrastructure for working with customers in the digital world. Deliverability and identification are the key aspects to consider when choosing an email marketing platform. Market consolidation also creates certain risks, so it is important to choose a reliable provider who can guarantee the stability of the service.