The State of Email Marketing in 2024:
Research team at GetLatka spent 150+ hours interviewing customers of these products and determining "buckets".
I wanted to share a preview with you before we publish the 34+ page report:
cPaaS:
↳ The foundation. What all other tools are built on.
↳ Cost $1 per 1000 texts.
↳ Cost $.01 per 1000 emails sent.
↳ Domatined by the big 4 Twilio, Sinch, Infobip, and Robert Vis's Messagebird
↳ No one knows how big Amazon SES Is
Newsletters:
↳ What most of the Linkedin influencers use.
↳ Tools for creators
↳ Usually total cost under $2k/year
↳ Flodesk is fastest to hit $10m (3 years) (Go Rebecca Shostak and Martha B.!)
↳ Beehiiv is current hot kid on the block ($16m ARR). Tyler Denk 🐝 is impressive and obsessed (perfect combo)
Outbound:
↳ Pushing limits of AI, waterfall enrichment, 1 on 1 messaging
↳ Expect consolidation here.
↳ Kareem Amin and Varun Anand's Clay is getting most press right now
↳ Apollo.io quietly breaks $100m ARR
↳ Don't forget about the bootstrappers growing fast - Lemlist (Guillaume Moubeche is building an unstoppable movement. Community + Software = Lots of growth ahead)
Omnichannel:
↳ Email + SMS + Push + Other
↳ Sinch, Klaviyo, Messagebird, and Bill Magnuson's Braze clear top 4
↳ 5 more in $100m-$200m ARR Range
↳ $5.7 Billion ARR across 15 major players
↳ Expect these companies to acquire companies in the "Outbound" category.
↳ Sinch + Tim Zheng's Apollo for example
Omnichannel + CRM:
↳ The big dogs with lots of cash.
↳ Oracle (Responsys + Eloqua)
↳ Salesforce (ExactTarget + Pardot - Highly recommend David Cummings blog and Scott Dorsey High Alpha program)
↳ Adobe (Marketo)
↳ Hubspot is the baby (wild!) with exciting growth prospects
SMB Email Marketing:
↳ The aged whisky - trusted legacy players that support the largest raw # of customers.
↳ Intuit Mailchimp continues to Grow
↳ Constant Contact shrinking from $300m ARR glory days of 2014
↳ Keap looking to make a comeback after scrapping pre COVID IPO (Check out Clate Mask's new book!)
↳ Bootstrapped Omnisend impressively hit $55m ARR (Congrats Rytis Lauris 🇺🇦!)
Who am I missing?
Big thanks to Rajesh Jain, Emanuel Cinca, Julie Neumann, Brad van Leeuwen, Jonathan Engle, Kirsty Finlayson, Jay Filiatrault, Ankit Sharma for the interviews (more coming!)
Want the full PDF report and excel file? ⬇️
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This post was originally shared by Nathan Latka on Linkedin.