Contactlab in Gartner’s 2015 Market Guide for Email Marketing

Gartner included Contactlab in its Market Guide for Email Marketing, the key reference point for marketers looking for a partner for their email campaigns.

28/01/2016

For the second year in succession, Contactlab has been included in the Gartner Market Guide for Email Marketing (2015 edition), the key reference point for marketers looking to choose a partner to create and optimise their email campaigns. Our organisation is deemed as being a mid-level solution which offers extremely strong functionality for medium and large-scale companies. We are delighted and proud of this result.

According to the guide, “email marketing is one of the most efficient, effective and measurable methods for communicating with consumers, and it is now a priority for any company engaging in multichannel marketing. It is scalable, profitable, stimulates demand in a product, promotes brand engagement, drives e-commerce and supports the creation of a relationship of trust with the consumer”.

The Market Guide for Email Marketing analyses the dynamics in the market and the solutions offered by a number of international vendors, mapped and chosen by Gartner after an in-depth evaluation of their technological infrastructure, the products and solutions on offer and their development and growth plans. The guide dedicates an entire page to ContactLab, providing an extensive analysis of its core product (the platform), and highlights the distinctive products (Contacthub) and solutions (Clienteling) which feature in our short and medium-term roadmap and which are representative of the commitment our company is showing in its programme of structured growth.

Gartner’s Market Guide for Email Marketing analysis advises marketers to consider a strategic change to how they use email marketing in light of the rapid and significant transformations in the relationship between brands and consumers. It recommends applying best practices (such as responsive design, A/B testing, triggering, personalisation and dynamic content) and to take full advantage of current providers, exploring features which may have been implemented in the past yet gone unnoticed until now.

Indeed, Gartner emphasises the sophistication of the tool, which is more evolved than it is currently given credit for. Email marketing “brings with it more behavioural and demographic information on the consumer than is usually appreciated. It is a mirror onto how the consumer perceives the brand and a predictive tool for ascertaining how this relationship will evolve in the future. It has been developed in order to keep consumer relationships active at specific moments of the customer experience”.

ContactLab is the only Italian organisation and one of only three European companies included in the Gartner guide. For us, this is an important recognition which shows us that our company is moving in the right direction.

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