Whether they’ve realized it or not, enterprise marketers have had limited options for years when it comes to email marketing solutions:
- Option A: Commercial email service providers (ESPs). These essentially come in two flavors — Software-as-a-Service (SaaS) or on-premises. Obviously, SaaS dominates in this industry, with many vendors rebranding in recent years as “marketing clouds.” Traditional on-premises solutions are hard to find nowadays but still exist.
- Option B: Custom in-house solutions. Many companies, particularly larger senders, have developed their own custom email marketing solution in house for a variety of reasons. These businesses then typically utilize a cloud-based email delivery solution to get messages out the door.