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15 Best Bulk Email Services for 2023



15 Best Bulk Email Services for 2023

You’ve seen that email marketing works wonders for your business. So you doubled down and built a massive email list. However, you’ve now hit a roadblock. You can’t send bulk emails through providers like Gmail or Outlook.

Enter: Bulk email service providers.

These bulk email services are equipped to manage large volumes of email while offering features to track performance. Read on to discover the key features to look out for in a bulk email service and the best bulk email services in the market.

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A mass email service helps you reach a large audience and nurture them one email at a time. In addition to getting direct access to your customer base, you can track how your emails perform and test various methods to increase clicks and conversions.

While traditional advertising methods, such as print ads and direct mail, can have a high return on investment (ROI), it can be challenging to understand how consumers interact with your materials. With a bulk email service, you can find out what attracts consumers and what elements lead to more conversions.

Furthermore, many bulk email services offer automation tools — think workflows and sequences. You can more easily move leads down the funnel and retain your current clients.

Using a personal or business email can work in the first few months of starting a business but will quickly become ineffective as you grow. Bulk email services offer a long-term solution.

Reasons to Send Bulk Emails

Not sure if it’s the right time to try a bulk email service? The first question you should ask is, “Is our brand investing in email marketing this quarter/year?”

If the answer is yes, that’s your sign to invest in an email service.

Here are specific examples of when you would send out a mass email to your subscribers:

With every email you send to subscribers, you’ll want to remember your goals, audience, time and day, personalization, and compliance with data protection laws.

Best Bulk Email Services

1. HubSpot’s Email Marketing Tool

 bulk email service, HubSpot

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With HubSpot, you can create, customize, and optimize your emails without coding or design experience.

You can send up to 2,000 emails monthly, which doesn’t include test emails to check functionality. In addition, the platform offers a user-friendly interface, tools like drag-and-drop to design your email easily, tokens to personalize every email, and an a/b testing feature.

In addition, you can create custom reports based on the data you want to collect and analyze.

Pricing: The best part? It’s free.

2. ConvertKit

Best bulk email services, Convertkit bulk email service

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As their name suggests, the platform is designed to help you earn more conversions and generate more revenue. ConvertKit is known for its advanced automation tools, including custom email funnels, smart filters, and link triggers.

Furthermore, the platform has a 98% delivery rate, ensuring that your emails will always reach your subscribers. In addition, the average open rate for ConvertKit emails is an astonishing 30%, according to their website.

Pricing: ConvertKit offers a free version of its platform, and custom pricing for enterprise-level businesses with over 365,000 subscribers.

3. Mailchimp

Best bulk email services, Mailchimp bulk email service

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Mailchimp is an excellent email service for those just starting in email marketing. The platform offers a user-friendly interface and over 100 templates to choose from.

With their free plan, you can send up to 10,000 emails monthly to 2,000 contacts — an ideal option for small to midsize businesses.

Then, as your business grows, you can scale to the premium version. Here, you’ll have unlimited audiences, multivariate testing, and advanced segmentation with up to 200,000 contacts.

Pricing: A free plan is available. Paid plans range from $11 to $299 per month.

4. Drip

Best bulk email services, Drip bulk email service

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If you have an ecommerce business, consider Drip for your email marketing. The platform offers pre-built email templates that you can customize and a user-friendly workflow builder for automation.

In addition, you can schedule automation based on actions your subscribers take (like viewing a product, abandoning their cart, and making a purchase).

With Drip, you can easily integrate your online store (like Shopify, Magento, and WooCommerce) to make gathering data easier.

Pricing: Prices start at $19 and go up based on your number of subscribers.

5. Insycle

Best bulk email services, Insycle customer data management service

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Insycle doesn’t fall under the email provider list. However, this software does work in tandem with providers like HubSpot and Mailchimp to keep your contact list clean.

One of the downsides of having a subscriber list is the potential for duplicate contacts. This can impact your metrics and make it difficult to tailor your emails. Insycle allows you to clean your contacts in bulk, merge duplicate ones, and avoid overwriting data.

Pricing: Pricing starts at $5 per month and scales up to custom pricing based on the services you want.

6. Sendinblue

Bulk email service from Sendinblue

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Sendinblue is one of the best bulk email services for small and large businesses. A drag-and-drop editor is one of the must-have features for a good email service, and Sendinblue features one of the most powerful editors on the market.

Aside from that, the service has segmentation features that let you send emails to a targeted audience. This feature helps to improve overall engagement with customers.

Pricing: Sendinblue has free and premium plans. The free plan lets you send up to 300 emails daily, albeit with the Sendinblue watermark. The premium plan begins at $35 monthly.

7. Constant Contact

Bulk email service Constant ContactImage Source

Constant Contact is a bulk email service that’s great for small businesses and individuals. We love its simplicity and ease of use, features that make it great for beginners.

The service features inbuilt social media sharing tools, easy tracking and reporting, and integrations with ecommerce centers like Facebook and Shopify.

Its advanced features, like coupons, surveys, and event marketing automation, make it one of the best bulk email services.

Pricing: This bulk email service offers a 30-day free trial, which you can upgrade to a premium plan. Paid plans start at $10 monthly and can be further upgraded to the Email Plus plan for $45 monthly.

8. Mailmodo

Best bulk email services, Mailmodo

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Mailmodo offers a free plan that allows you to send up to 10,000 emails monthly, making it an ideal choice for individuals and small businesses. However, if you want more, you can choose from four premium plans which let you send more emails monthly.

Mailmodo’s no-code, drag-and-drop editor, makes crafting emails a breeze. Additionally, this bulk email service offers users several customizable templates.

If you ever run into problems while using the service, Mailmodo offers 24/7 customer support.

Pricing: A free plan is available. Premium plans start at $99 monthly.

9. AWebeBest bulk email service, AWeber

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AWeber is a flexible service that only charges users based on their number of subscribers. This flexibility is one of the reasons some users prefer this service.

AWeber also has one of the most extensive libraries of customizable, mobile-responsive email templates. These templates allow you to create and send emails very quickly and easily.

The platform offers sales tracking and lets you check out the performance of your emails and subscriber information.

Pricing: The free plan allows you to automatically create emails from blog posts and send them to hundreds of subscribers at a go. AWeber then charges users based on their number of subscribers.

10. Mailgun

 Best bulk email service, Mailgun

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Mailgun’s email solutions for email marketing, tracking, parsing, and more make it one of the best bulk email services. In addition, Mailgun’s email API allows developers to easily integrate it into their apps.

Furthermore, Mailgun’s email analytics feature ensures email delivery. There’s also an email validation feature to ensure your emails are sent without typos.

Pricing: Mailgun offers a free plan that allows sending up to 10,000 monthly emails. You can opt for its premium plans which start at $35 monthly if you want even more features.

11. SendPulse

Best bulk email services, SendPulse

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SendPulse allows you to send emails, web push notifications, Facebook messages, and more.

When it comes to emails, this service allows you to create responsive emails without writing a line of code. And if you prefer, you can use any of the 130+ templates available on the platform.

Additionally, SendPulse has a drag-and-drop editor that lets you design subscription forms that can then be integrated into a website. Aside from regular websites, SendPulse also supports integration with PipeDrive, WordPress, Zapier, and other tools.

Pricing: SendPulse has a free version available, while paid plans start at $8 per month.

12. Stripo

Best bulk email services, Stripo

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Looking for an all-in-one email design platform? Then you should consider using Stripo.

This service offers hundreds of easy-to-use email templates that make your emails look better and help improve conversion rates.

Stripo gives users the tools they need to create all types of emails. After creating the email, Stripo lets you test how it’ll look on different platforms. You can also have colleagues or clients view potential emails before sending them off to subscribers.

Pricing: Stripo has four plans, from free to $95 per month, priced according to the number of recipients and features.

13. SendGrid

Best bulk email services, SendGrid

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SendGrid is the go-to choice for users looking to create and send transactional emails. It allows you to add contacts via CSV upload, signup forms, or APIs.

In keeping with its focus on transactional emails, SendGrid has features like anti-spam regulations to protect you and your subscribers.

Pricing: SendGrid has a free plan that lets you send up to 40,000 emails in the first month and 100 emails daily. For more features, you’ll need to upgrade to either the $19.95 or $89.95 monthly plans.

14. Mailjet

 Best bulk email services, Mailjet

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Our penultimate choice is a user-friendly bulk email service best for marketers and development teams. Mailjet has a drag-and-drop email builder that lets you quickly create emails and templates.

Mailjet also features an interactive design so you can give team members access and let them work on it individually.

Email tracking lets you monitor how your sent emails are doing. You can check metrics such as email delivery, bounce rate, and open rate.

Pricing: If you decide to use Mailjet, you can choose between a free plan that lets you send up to 6,000 emails or any of the four premium plans starting at $15 monthly.

15. Omnisend

Best bulk email services, Omnisend

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The last but not the least bulk email service on our list is Omnisend.

Omnisend combines emails, SMS, and other channels. You can also create customizable forms for collecting information from website visitors.

Omnisend makes it easy to divide subscribers into segments, improving the ability to send the right emails to them. With its all-in-one features, automation, and numerous template options, Omnisend is one of the best bulk email services of the year.

Pricing: New users can use this service for free. However, to fully enjoy the tool, you’ll need to subscribe to a premium plan which is priced based on the number of email recipients.

So you’re ready to invest in an email marketing service. These are the key features you should look for in a bulk email service. Some of these features will only be available in a premium package. Others will be included in the standard or free versions.

Here’s your complete guide with factors to consider.

1. User Behavior Tracking

Reporting capabilities will be the number one tool you’ll need in any bulk email service you select. Because what’s the point of investing your time in designing and sending emails if you can’t see how they perform?

You should be able to track key email metrics, such as:

  • Open rate.
  • Unique clicks.
  • Click-to-open rate (CTOR).
  • Clickthrough rate (CTR).
  • Unsubscribe rate.
  • List growth rate.
  • Bounce rate.

Email providers with advanced reporting features also allow you to track revenue per subscriber and revenue per email.

2. Drag-and-Drop

Email drag and drop tool in bulk email service

A drag-and-drop tool makes designing your email easy. This intuitive feature allows you to select an element from the sidebar, like an image, quote, or button, and drag it to a section of your email.

This will save you time as you determine the best flow for your email and move things around.

3. Email Segmentation and Personalization

Segmentation ensures that your emails are reaching the right people at the right time.

You should look for a bulk email service that allows you to segment your subscriber list based on the following:

  • Location
  • Actions taken in the email
  • Purchase history
  • Type of subscriber (e.g., prospect versus current customer)

You can get higher engagement rates when you segment your list, as the content will be more relevant to your recipients.

Furthermore, personalization is one of the key factors to improving email engagement and advancing customer relationships.

4. Split Testing

Split testing, also known as A/B testing, is a great way to understand what resonates with your audience.

A/B test example in a bulk email service

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AThis feature is beneficial if you need help generating high open rates and converting subscribers.

By testing out different subject lines and elements within the body of your email, you can determine what works best.

5. Automation

When you’re scaling your email list, the name of the game is automation.

Say you have a content offer and want to send an email sequence to leads after they download the offer. With an automation tool, you can pre-select which emails will go out, in what order, and after how much time for each email.

email automation example in bulk email service

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Once you complete the setup, the automation does all the work for you — nurturing your subscribers and moving them through the buyer’s journey.

This hands-off approach allows you to focus on strategy instead of the tedious work of sending out emails. With automation, you can take the guesswork out of the process.

6. Design Templates

If you’re like me, designing isn’t your forte. So, when designing an email, you’ll take all the help you can get.

Bulk email service, design template example from HubSpot

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A design template based on the type of email you want to send can save you time and ensure you’re following email best practices. This is particularly helpful if you have limited experience designing emails and are just starting out.

What’s great about having a template is that it’s a foundation. You can customize it to fit your needs, but it provides a blueprint from which to work.

7. High Email Delivery Rates

Imagine you work so hard on an email campaign, and it never reaches your subscribers’ inboxes. Frustrating, right?

That’s why verifying your provider’s email delivery rates is essential. You’ll want to select a service with high email delivery rates. You want something as close to 100% as possible.

Grow Your Business

Knowing what to look for in an email service is half the battle.

Now that you have a list of key features and a few tools to choose from, you can find a platform to grow your email list and generate revenue.

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Comparing Credibility of Custom Chatbots & Live Chat



Building Customer Trust: Comparing Credibility of Custom Chatbots & Live Chat

Addressing customer issues quickly is not merely a strategy to distinguish your brand; it’s an imperative for survival in today’s fiercely competitive marketplace.

Customer frustration can lead to customer churn. That’s precisely why organizations employ various support methods to ensure clients receive timely and adequate assistance whenever they require it.

Nevertheless, selecting the most suitable support channel isn’t always straightforward. Support teams often grapple with the choice between live chat and chatbots.

The automation landscape has transformed how businesses engage with customers, elevating chatbots as a widely embraced support solution. As more companies embrace technology to enhance their customer service, the debate over the credibility of chatbots versus live chat support has gained prominence.

However, customizable chatbot continue to offer a broader scope for personalization and creating their own chatbots.

In this article, we will delve into the world of customer support, exploring the advantages and disadvantages of both chatbots and live chat and how they can influence customer trust. By the end, you’ll have a comprehensive understanding of which option may be the best fit for your business.

The Rise of Chatbots

Chatbots have become increasingly prevalent in customer support due to their ability to provide instant responses and cost-effective solutions. These automated systems use artificial intelligence (AI) and natural language processing (NLP) to engage with customers in real-time, making them a valuable resource for businesses looking to streamline their customer service operations.

Advantages of Chatbots

24/7 Availability

One of the most significant advantages of custom chatbots is their round-the-clock availability. They can respond to customer inquiries at any time, ensuring that customers receive support even outside regular business hours.


Custom Chatbots provide consistent responses to frequently asked questions, eliminating the risk of human error or inconsistency in service quality.


Implementing chatbots can reduce operational costs by automating routine inquiries and allowing human agents to focus on more complex issues.


Chatbots can handle multiple customer interactions simultaneously, making them highly scalable as your business grows.

Disadvantages of Chatbots

Limited Understanding

Chatbots may struggle to understand complex or nuanced inquiries, leading to frustration for customers seeking detailed information or support.

Lack of Empathy

Chatbots lack the emotional intelligence and empathy that human agents can provide, making them less suitable for handling sensitive or emotionally charged issues.

Initial Setup Costs

Developing and implementing chatbot technology can be costly, especially for small businesses.

The Role of Live Chat Support

Live chat support, on the other hand, involves real human agents who engage with customers in real-time through text-based conversations. While it may not offer the same level of automation as custom chatbots, live chat support excels in areas where human interaction and empathy are crucial.

Advantages of Live Chat

Human Touch

Live chat support provides a personal touch that chatbots cannot replicate. Human agents can empathize with customers, building a stronger emotional connection.

Complex Issues

For inquiries that require a nuanced understanding or involve complex problem-solving, human agents are better equipped to provide in-depth assistance.

Trust Building

Customers often trust human agents more readily, especially when dealing with sensitive matters or making important decisions.


Human agents can adapt to various customer personalities and communication styles, ensuring a positive experience for diverse customers.

Disadvantages of Live Chat

Limited Availability

Live chat support operates within specified business hours, which may not align with all customer needs, potentially leading to frustration.

Response Time

The speed of response in live chat support can vary depending on agent availability and workload, leading to potential delays in customer assistance.


Maintaining a live chat support team with trained agents can be expensive, especially for smaller businesses strategically.

Building Customer Trust: The Credibility Factor

When it comes to building customer trust, credibility is paramount. Customers want to feel that they are dealing with a reliable and knowledgeable source. Both customziable chatbots and live chat support can contribute to credibility, but their effectiveness varies in different contexts.

Building Trust with Chatbots

Chatbots can build trust in various ways:


Chatbots provide consistent responses, ensuring that customers receive accurate information every time they interact with them.

Quick Responses

Chatbots offer instant responses, which can convey a sense of efficiency and attentiveness.

Data Security

Chatbots can assure customers of their data security through automated privacy policies and compliance statements.

However, custom chatbots may face credibility challenges when dealing with complex issues or highly emotional situations. In such cases, the lack of human empathy and understanding can hinder trust-building efforts.

Building Trust with Live Chat Support

Live chat support, with its human touch, excels at building trust in several ways:


Human agents can show empathy by actively listening to customers’ concerns and providing emotional support.

Tailored Solutions

Live chat agents can tailor solutions to individual customer needs, demonstrating a commitment to solving their problems.


Human agents can adapt to changing customer requirements, ensuring a personalized and satisfying experience.

However, live chat support’s limitations, such as availability and potential response times, can sometimes hinder trust-building efforts, especially when customers require immediate assistance.

Finding the Right Balance

The choice between custom chatbots and live chat support is not always binary. Many businesses find success by integrating both options strategically:

Initial Interaction

Use chatbots for initial inquiries, providing quick responses, and gathering essential information. This frees up human agents to handle more complex cases.

Escalation to Live Chat

Implement a seamless escalation process from custom chatbots to live chat support when customer inquiries require a higher level of expertise or personal interaction.

Continuous Improvement

Regularly analyze customer interactions and feedback to refine your custom chatbot’s responses and improve the overall support experience.


In the quest to build customer trust, both chatbots and live chat support have their roles to play. Customizable Chatbots offer efficiency, consistency, and round-the-clock availability, while live chat support provides the human touch, empathy, and adaptability. The key is to strike the right balance, leveraging the strengths of each to create a credible and trustworthy customer support experience. By understanding the unique advantages and disadvantages of both options, businesses can make informed decisions to enhance customer trust and satisfaction in the digital era.

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The Rise in Retail Media Networks



A shopping cart holding the Amazon logo to represent the rise in retail media network advertising.

As LL Cool J might say, “Don’t call it a comeback. It’s been here for years.”

Paid advertising is alive and growing faster in different forms than any other marketing method.

Magna, a media research firm, and GroupM, a media agency, wrapped the year with their ad industry predictions – expect big growth for digital advertising in 2024, especially with the pending US presidential political season.

But the bigger, more unexpected news comes from the rise in retail media networks – a relative newcomer in the industry.

Watch CMI’s chief strategy advisor Robert Rose explain how these trends could affect marketers or keep reading for his thoughts:

GroupM expects digital advertising revenue in 2023 to conclude with a 5.8% or $889 billion increase – excluding political advertising. Magna believes ad revenue will tick up 5.5% this year and jump 7.2% in 2024. GroupM and Zenith say 2024 will see a more modest 4.8% growth.

Robert says that the feeling of an ad slump and other predictions of advertising’s demise in the modern economy don’t seem to be coming to pass, as paid advertising not only survived 2023 but will thrive in 2024.

What’s a retail media network?

On to the bigger news – the rise of retail media networks. Retail media networks, the smallest segment in these agencies’ and research firms’ evaluation, will be one of the fastest-growing and truly important digital advertising formats in 2024.

GroupM suggests the $119 billion expected to be spent in the networks this year and should grow by a whopping 8.3% in the coming year.  Magna estimates $124 billion in ad revenue from retail media networks this year.

“Think about this for a moment. Retail media is now almost a quarter of the total spent on search advertising outside of China,” Robert points out.

You’re not alone if you aren’t familiar with retail media networks. A familiar vernacular in the B2C world, especially the consumer-packaged goods industry, retail media networks are an advertising segment you should now pay attention to.

Retail media networks are advertising platforms within the retailer’s network. It’s search advertising on retailers’ online stores. So, for example, if you spend money to advertise against product keywords on Amazon, Walmart, or Instacart, you use a retail media network.

But these ad-buying networks also exist on other digital media properties, from mini-sites to videos to content marketing hubs. They also exist on location through interactive kiosks and in-store screens. New formats are rising every day.

Retail media networks make sense. Retailers take advantage of their knowledge of customers, where and why they shop, and present offers and content relevant to their interests. The retailer uses their content as a media company would, knowing their customers trust them to provide valuable information.

Think about these 2 things in 2024

That brings Robert to two things he wants you to consider for 2024 and beyond. The first is a question: Why should you consider retail media networks for your products or services?   

Advertising works because it connects to the idea of a brand. Retail media networks work deep into the buyer’s journey. They use the consumer’s presence in a store (online or brick-and-mortar) to cross-sell merchandise or become the chosen provider.

For example, Robert might advertise his Content Marketing Strategy book on Amazon’s retail network because he knows his customers seek business books. When they search for “content marketing,” his book would appear first.

However, retail media networks also work well because they create a brand halo effect. Robert might buy an ad for his book in The New York Times and The Wall Street Journal because he knows their readers view those media outlets as reputable sources of information. He gains some trust by connecting his book to their media properties.

Smart marketing teams will recognize the power of the halo effect and create brand-level experiences on retail media networks. They will do so not because they seek an immediate customer but because they can connect their brand content experience to a trusted media network like Amazon, Nordstrom, eBay, etc.

The second thing Robert wants you to think about relates to the B2B opportunity. More retail media network opportunities for B2B brands are coming.

You can already buy into content syndication networks such as Netline, Business2Community, and others. But given the astronomical growth, for example, of Amazon’s B2B marketplace ($35 billion in 2023), Robert expects a similar trend of retail media networks to emerge on these types of platforms.   

“If I were Adobe, Microsoft, Salesforce, HubSpot, or any brand with big content platforms, I’d look to monetize them by selling paid sponsorship of content (as advertising or sponsored content) on them,” Robert says.

As you think about creative ways to use your paid advertising spend, consider the retail media networks in 2024.

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Cover image by Joseph Kalinowski/Content Marketing Institute

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AI driving an exponential increase in marketing technology solutions



AI driving an exponential increase in marketing technology solutions

The martech landscape is expanding and AI is the prime driving force. That’s the topline news from the “Martech 2024” report released today. And, while that will get the headline, the report contains much more.

Since the release of the most recent Martech Landscape in May 2023, 2,042 new marketing technology tools have surfaced, bringing the total to 13,080 — an 18.5% increase. Of those, 1,498 (73%) were AI-based. 

Screenshot 2023 12 05 110428 800x553

“But where did it land?” said Frans Riemersma of Martech Tribe during a joint video conference call with Scott Brinker of ChiefMartec and HubSpot. “And the usual suspect, of course, is content. But the truth is you can build an empire with all the genAI that has been surfacing — and by an empire, I mean, of course, a business.”

Content tools accounted for 34% of all the new AI tools, far ahead of video, the second-place category, which had only 4.85%. U.S. companies were responsible for 61% of these tools — not surprising given that most of the generative AI dynamos, like OpenAI, are based here. Next up was the U.K. at 5.7%, but third place was a big surprise: Iceland — with a population of 373,000 — launched 4.6% of all AI martech tools. That’s significantly ahead of fourth place India (3.5%), whose population is 1.4 billion and which has a significant tech industry. 

Dig deeper: 3 ways email marketers should actually use AI

The global development of these tools shows the desire for solutions that natively understand the place they are being used. 

“These regional products in their particular country…they’re fantastic,” said Brinker. “They’re loved, and part of it is because they understand the culture, they’ve got the right thing in the language, the support is in that language.”

Now that we’ve looked at the headline stuff, let’s take a deep dive into the fascinating body of the report.

The report: A deeper dive

Marketing technology “is a study in contradictions,” according to Brinker and Riemersma. 

In the new report they embrace these contradictions, telling readers that, while they support “discipline and fiscal responsibility” in martech management, failure to innovate might mean “missing out on opportunities for competitive advantage.” By all means, edit your stack meticulously to ensure it meets business value use cases — but sure, spend 5-10% of your time playing with “cool” new tools that don’t yet have a use case. That seems like a lot of time.

Similarly, while you mustn’t be “carried away” by new technology hype cycles, you mustn’t ignore them either. You need to make “deliberate choices” in the realm of technological change, but be agile about implementing them. Be excited by martech innovation, in other words, but be sensible about it.

The growing landscape

Consolidation for the martech space is not in sight, Brinker and Riemersma say. Despite many mergers and acquisitions, and a steadily increasing number of bankruptcies and dissolutions, the exponentially increasing launch of new start-ups powers continuing growth.

It should be observed, of course, that this is almost entirely a cloud-based, subscription-based commercial space. To launch a martech start-up doesn’t require manufacturing, storage and distribution capabilities, or necessarily a workforce; it just requires uploading an app to the cloud. That is surely one reason new start-ups appear at such a startling rate. 

Dig deeper: AI ad spending has skyrocketed this year

As the authors admit, “(i)f we measure by revenue and/or install base, the graph of all martech companies is a ‘long tail’ distribution.” What’s more, focus on the 200 or so leading companies in the space and consolidation can certainly be seen.

Long-tail tools are certainly not under-utilized, however. Based on a survey of over 1,000 real-world stacks, the report finds long-tail tools constitute about half of the solutions portfolios — a proportion that has remained fairly consistent since 2017. The authors see long-tail adoption where users perceive feature gaps — or subpar feature performance — in their core solutions.

Composability and aggregation

The other two trends covered in detail in the report are composability and aggregation. In brief, a composable view of a martech stack means seeing it as a collection of features and functions rather than a collection of software products. A composable “architecture” is one where apps, workflows, customer experiences, etc., are developed using features of multiple products to serve a specific use case.

Indeed, some martech vendors are now describing their own offerings as composable, meaning that their proprietary features are designed to be used in tandem with third-party solutions that integrate with them. This is an evolution of the core-suite-plus-app-marketplace framework.

That framework is what Brinker and Riemersma refer to as “vertical aggregation.” “Horizontal aggregation,” they write, is “a newer model” where aggregation of software is seen not around certain business functions (marketing, sales, etc.) but around a layer of the tech stack. An obvious example is the data layer, fed from numerous sources and consumed by a range of applications. They correctly observe that this has been an important trend over the past year.

Build it yourself

Finally, and consistent with Brinker’s long-time advocacy for the citizen developer, the report detects a nascent trend towards teams creating their own software — a trend that will doubtless be accelerated by support from AI.

So far, the apps that are being created internally may be no more than “simple workflows and automations.” But come the day that app development is so democratized that it will be available to a wide range of users, the software will be a “reflection of the way they want their company to operate and the experiences they want to deliver to customers. This will be a powerful dimension for competitive advantage.”

Constantine von Hoffman contributed to this report.

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