Need a quick shortlist? Compare top email tools by pricing, fit, and free plan.
Forrester Wave Email Marketing Vendors 2016 Review
Forrester’s Q3 2016 Wave report evaluated enterprise email marketing platforms for B2C use cases. It ranked 10 vendors on product capabilities and future roadmaps.
The analysis helps B2B buyers compare solutions for high-volume, complex campaigns. Focus areas include deliverability, automation, and integration.
Note: Check our 2022 Forrester Wave review for current insights.
Evaluation Criteria
Forrester assessed vendors in May 2016 via:
- Product demos: Scored 28 criteria across email creation, sending, analytics, and cross-channel features (50% weight).
- Strategy review: Examined vision, roadmap, and market approach (20% weight).
- Customer input: Interviews with 27 references plus surveys from 63 users on usability, support, and ROI.
Vendors needed $60M+ revenue, 30%+ enterprise clients (1,000+ employees), and a proprietary platform competing in enterprise space.
Vendor Rankings Table
| Vendor | Category | Key Strengths |
|---|---|---|
| Epsilon Agility Harmony | Leader | Personalization, deliverability |
| Oracle Responsys | Leader | Cross-channel orchestration |
| Salesforce Marketing Cloud | Leader | CRM integration, scale |
| Adobe Campaign | Strong Performer | Analytics, creative tools |
| Acxiom Impact | Strong Performer | Data management |
| Experian Marketing Suite | Strong Performer | Compliance, segmentation |
| IBM Watson Campaign | Strong Performer | Automation, AI features |
| Selligent Campaign | Strong Performer | Real-time marketing |
| SmartFocus Messaging Cloud | Contender | Simplicity, speed |
| Yes Lifecycle Marketing | Contender | Lifecycle automation |
No Challengers named. Full graph and report available via Epsilon download (registration needed).
Recommendations
- High-volume senders: Pick Leaders like Salesforce or Oracle for robust scaling.
- Data-driven teams: Choose Acxiom or Experian for advanced segmentation.
- Budget-conscious enterprises: Consider Strong Performers like Adobe or IBM for balanced features.
- Test demos: Prioritize vendors matching your CRM (e.g., Salesforce) and compliance needs.
Final Verdict
Leaders dominate for enterprise B2C with superior strategy and execution. Strong Performers offer value without top-tier premiums. Update evaluations yearly—many vendors have evolved or merged since 2016.
FAQ
Who topped the 2016 Forrester Wave for email marketing?
Epsilon, Oracle Responsys, and Salesforce Marketing Cloud as Leaders.
What changed from prior Waves?
Dropped “Risky Bets”; added “Contenders.” No vendor fell into Challengers.
Is this report still relevant?
Use for historical context. See 2022 edition for modern stacks like automation and privacy tools.
How to access the full report?
Download from Epsilon’s site with registration.
Which vendors serve B2B best?
Salesforce and Adobe excel with CRM ties, though report targets B2C enterprises.
Related in email marketing
Explore clusters
Alternatives
- Best Zapier Alternatives for Email Marketing in 2026
- Top Yotpo Alternatives for Email and SMS Marketing in 2026
- Best Salesforce Alternatives for Email Marketing in 2026
- 9 Best SendGrid Alternatives for 2026: Transactional Email and Marketing Tools
- Top Pipedrive Alternatives for Email-Driven CRM in 2026
Reviews
- Thinkific Review: Top Online Course Platform for Email Marketers?
- Teachable Review: Best for Quick Course Launches with Basic Email Tools?
- Textmagic Review: SMS Marketing for SMBs
- Teachery Review 2026: Streamlined Course Platform with Email Drip Tools
- Swipe Pages Review: Fast Landing Pages for Email Campaigns
Pricing
Need a quick shortlist? Compare top email tools by pricing, fit, and free plan.