In-house email sees strong growth pattern
Companies are deciding that email is central to their business, so they need to take it in-house and have 100 per cent control. So says Sam Cece, chief executive of in-house email platform vendor Strongmail. Talking to Data Strategy during a recent UK visit, Cece noted that, "what is particularly important is integration with internal business systems."
Amid concerns about data security, privacy and email relevance, Strongmail is seeing a steady expansion of its customer base, which now numbers 370 clients, including Ticketmaster, Motley Fool and Severn Trent Water. "It is not about competing against email service providers. Companies who feel it is important to their business make a strategic decision on whether to go inh-ouse or outsourced," says Cece.
Banner Ad
Increasingly, this decision is being informed by a desire to keep personal information behind the corporate firewall. Many of Strongmail's clients are sending transactional emails to customers which might contain sensitive data about purchases or delivery addresses, for example.
"A big frustration for customers is delivery of email communications. You need 100 per cent of transactional emails, order confirmations and shipping notices to be delivered," he says. Outsourced ESPs may not be able to provide that level of resilience.
His comments come as Forrester Research publishes a case study on The Parent Company and the total economic impact of its Strongmail deployment. It found that a three-year, risk-adjusted return on investment of 253 per cent was achieved, with a net present value of $797,429.
| Bookmark with: |