A Snapshot of the Email Service Provider Landscape

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While there are clear market share leaders in the email service provider industry, brands still have a long list of ESPs from which to choose. How long? Respondents to Litmus’ 2018 State of Email Survey mentioned more than 240 ESPs when asked which platforms they use to send marketing emails.

Twenty email service providers were used by at least 1% of respondents. In order of popularity among our respondents, those ESPs are:

  1. Salesforce (includes Salesforce Marketing Cloud (formerly ExactTarget) [Litmus ESP Syncing available], Salesforce Pardot, and Salesforce Core) (used by 26.6% of respondents to Litmus’ State of Email Survey)
  2. MailChimp [Litmus ESP Syncing available] (also includes Mandrill) (24.2%)
  3. Oracle (includes Oracle Marketing Cloud (formerly Responsys), Eloqua [Litmus ESP Syncing available], Bronto, NetSuite, Siebel, and Dyn) (12.2%)
  4. Marketo [Litmus ESP Syncing available] (also includes ToutApp) (9.4%)
  5. Campaign Monitor [Litmus ESP Syncing available] (also includes Emma and Delivra) (8.3%)
  6. IBM (includes Watson Campaign Automation (former Silverpop) [Litmus ESP Syncing available] and Unica) (7.7%)
  7. SendGrid (7.1%)
  8. Constant Contact (5.1%)
  9. HubSpot (5.1%)
  10. Adobe (also includes Magento) (3.7%)
  11. Selligent Marketing Cloud (includes StrongView) (2.1%)
  12. Cheetah Digital (formerly CheetahMail) (1.9%)
  13. Blackbaud (1.8%)
  14. dotmailer, now dotdigital Engagement Cloud (1.8%)
  15. Act-On Software (1.6%)
  16. Epsilon (1.3%)
  17. Mailgun Technologies (1.2%)
  18. Emarsys (1.1%)
  19. WhatCounts (includes Windsor Circle) (1.1%)
  20. Adestra (1.0%)

Please not that the list above is based on user market share, not user value market share. That means that the comparative market shares listed do not necessarily reflect the comparative size of these ESPs as companies. Additionally, these listings do not consider past changes in market share, the strength of future offerings, your unique business and team requirements, or a myriad other factors that may be critical to comparing or selecting an ESP. For those reasons and others, these listings should not be considered as an endorsement or recommendation of one ESP over another.

Litmus works alongside any email service provider and is proudly ESP-agnostic.

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The ESP Industry’s Long Tail

While those email service providers control the vast majority of market share, there’s a healthy long tail of ESPs in the marketplace as well. Some are up-and-comers; some specialize in serving organizations in a particular industry vertical; some offer special functionality; some offer email as part of a much larger service—it’s a rich and diverse landscape.

In some cases, it’s also interesting which vendors our respondents described as ESPs. It’s evidence that the definition of an email service provider is changing.

In alphabetical order, the remaining ESPs used by the respondents to Litmus’ 2018 State of Email Survey are:

Understand the ESP Landscape

A marketer’s email service provider is the cornerstone of their email program. It’s their most critical tool and a major budget item.

Based on our State of Email Survey of 3,000 marketers, our first-ever State of Email Service Providers report takes a detailed look at the ESP marketplace to better understand the pace of consolidation in the industry and its causes; the most popular ESPs across various sectors; and the functionality provided by ESPs.

Download the free report →