As a Marketing Manager, choosing the right marketing automation platform can significantly impact your team's efficiency and campaign success. In this comprehensive comparison, we'll examine two popular solutions: Iterable and Emarsys. We'll explore their features, recent updates, ideal use cases, and how they stack up against each other to help you make an informed decision for your marketing stack. 🚀
Iterable offers a robust set of features designed to streamline multi-channel marketing campaigns. Its standout capabilities include:
Iterable's strength lies in its ability to unify customer data from various sources, enabling marketers to create highly targeted and personalized messages. The platform's intuitive interface and powerful segmentation tools make it particularly effective for businesses with complex customer bases.
Emarsys, now part of SAP, brings a different set of strengths to the table:
Emarsys is particularly strong in its retail and e-commerce capabilities, offering pre-built industry-specific use cases and AI-driven product recommendations. Its deep integration with SAP's ecosystem can be a significant advantage for businesses already using SAP solutions.
| Feature | Iterable | Emarsys |
|---|---|---|
| Visual Workflow Builder | ✅ (Workflow Studio) | ✅ (Visual Journey Designer) |
| AI-Powered Optimization | ✅ (Send Time) | ✅ (Marketing Copilot) |
| Dynamic Content | ✅ | ✅ |
| Retail-Specific Features | ⚠️ (Limited) | ✅ (Extensive) |
| Native CRM Integration | ⚠️ (Via API) | ✅ (SAP Integration) |
Both Iterable and Emarsys have been actively enhancing their platforms to meet evolving market demands. Here are some of the latest updates:
Iterable has recently introduced:
Emarsys has focused on:
These updates reflect the industry's move towards more AI-driven, data-centric marketing approaches. Both platforms are investing in features that make it easier for marketers to leverage complex data sets and automate sophisticated campaigns across multiple channels.
Understanding the ideal user profiles and company types for each platform can help you determine which solution aligns best with your organization's needs.
Iterable is well-suited for:
Industries where Iterable shines include SaaS, media and entertainment, and digital-first consumer brands. Its flexibility and powerful segmentation tools make it ideal for companies with diverse product lines or complex customer journeys.
Emarsys is particularly strong for:
Emarsys excels in industries such as retail, travel and hospitality, and financial services. Its pre-built industry solutions and strong e-commerce focus make it particularly attractive to businesses in these sectors.
When considering company size, Iterable tends to be more flexible, catering to both growing mid-size companies and large enterprises. Emarsys, with its enterprise-grade features and SAP integration, is often a better fit for larger organizations with complex needs and existing SAP investments.
Understanding where each platform excels and where they might fall short can help you align your specific needs with the right solution.
For both platforms, it's worth noting that while they offer robust data handling capabilities, some organizations might benefit from additional tools for advanced data transformation and integration. For instance, Census can complement either platform by enhancing data transformation capabilities and facilitating seamless data syncing from various sources to your marketing automation tool.
Effective data integration is crucial for leveraging the full power of your marketing automation platform. Let's examine how Iterable and Emarsys handle data integration and where they might need supplementation.
Iterable offers a robust set of data integration capabilities:
Iterable's strength lies in its flexibility and developer-friendly approach to integrations. However, for complex data transformations or syncing from data warehouses, some users find that additional tools like Census can enhance Iterable's capabilities, especially for reverse ETL processes.
Emarsys, particularly with its SAP backing, offers strong integration capabilities:
Emarsys excels in its integration with SAP products and e-commerce platforms. However, for companies not in the SAP ecosystem or those requiring more complex data transformations, supplementary tools might be beneficial.
| Integration Feature | Iterable | Emarsys |
|---|---|---|
| API Quality | ⭐⭐⭐⭐⭐ | ⭐⭐⭐⭐ |
| Native Integrations | ⭐⭐⭐⭐ | ⭐⭐⭐⭐⭐ |
| Data Warehouse Support | ⭐⭐⭐ (Better with Census) | ⭐⭐⭐⭐ (SAP-focused) |
| Real-time Capabilities | ⭐⭐⭐⭐⭐ | ⭐⭐⭐⭐ |
For both platforms, while their native integration capabilities are strong, organizations dealing with complex data ecosystems or requiring advanced ETL processes might benefit from specialized tools. Census, for example, can enhance both Iterable and Emarsys by providing robust reverse ETL capabilities, ensuring that your data warehouse can seamlessly feed into your marketing automation platform with the necessary transformations.
Understanding the pricing structures of Iterable and Emarsys is crucial for determining which solution offers the best value for your organization. While both companies typically offer custom pricing based on specific needs, we can provide a general overview of their pricing models.
Iterable's pricing is generally based on the number of contacts in your database and the features you require. They offer three main tiers:
Iterable's pricing is not publicly available, but reports suggest that it starts around $3,000 per month for the Growth plan and increases based on contact volume and feature requirements.
Emarsys, being part of SAP, typically follows an enterprise pricing model. Their pricing structure is usually customized based on several factors:
While Emarsys doesn't publish standard pricing, it's generally considered to be at the higher end of the market, reflecting its enterprise-grade capabilities and SAP integration.
| Pricing Factor | Iterable | Emarsys |
|---|---|---|
| Entry-Level Cost | ~$3,000/month | Custom (Higher) |
| Pricing Model | Tiered + Contact Volume | Custom Enterprise |
| Scalability | Flexible for Growth | Enterprise-Focused |
| Additional Costs | Feature-based add-ons | Module-based pricing |
It's important to note that while Iterable might appear more cost-effective initially, costs can scale significantly with contact volume and feature requirements. Emarsys, while potentially more expensive, offers a comprehensive suite of features that might reduce the need for additional tools, potentially offering better value for large enterprises.
For both platforms, consider not just the direct costs but also the potential ROI based on your specific use cases and the value of integrated features. Additionally, factor in any costs for supplementary tools you might need, such as advanced data integration solutions like Census, which can enhance the capabilities of either platform.
When choosing between Iterable and Emarsys, consider the following key factors to align with your organization's specific needs and martech predictions:
| Criteria | Iterable | Emarsys |
|---|---|---|
| Ease of Use | ⭐⭐⭐⭐⭐ | ⭐⭐⭐⭐ |
| Scalability | ⭐⭐⭐⭐ | ⭐⭐⭐⭐⭐ |
| Personalization | ⭐⭐⭐⭐⭐ | ⭐⭐⭐⭐ |
| Multi-Channel Support | ⭐⭐⭐⭐⭐ | ⭐⭐⭐⭐⭐ |
| Data Integration | ⭐⭐⭐⭐ | ⭐⭐⭐⭐⭐ (SAP ecosystem) |
| Analytics and Reporting | ⭐⭐⭐⭐ | ⭐⭐⭐⭐⭐ |
| AI Features | ⭐⭐⭐⭐ | ⭐⭐⭐⭐⭐ |
| Industry-Specific Features | ⭐⭐⭐ | ⭐⭐⭐⭐⭐ (Retail/E-commerce) |
| Customer Support | ⭐⭐⭐⭐ | ⭐⭐⭐⭐⭐ |
| Cost-Effectiveness | ⭐⭐⭐⭐ | ⭐⭐⭐ |
Remember, these ratings are general assessments and may vary based on specific use cases and requirements. It's crucial to evaluate these platforms in the context of your organization's unique needs and existing technology ecosystem.
Choosing between Iterable and Emarsys depends largely on your organization's specific needs, industry, and existing technology stack. Here's a summary of key differences and recommendations:
Both platforms offer robust marketing automation capabilities, but they excel in different areas. Iterable's strength lies in its flexibility and user-friendly interface, making it a great choice for companies that want to quickly implement sophisticated, data-driven marketing campaigns. Emarsys, with its strong e-commerce focus and enterprise-grade features, is particularly well-suited for large retail organizations or those deeply integrated with SAP systems.
Regardless of which platform you choose, consider how it will integrate with your existing data infrastructure. Tools like Census can enhance the capabilities of both Iterable and Emarsys by providing advanced data integration and transformation features, ensuring that you can fully leverage your customer data across your marketing automation efforts.
Ultimately, the best choice will depend on your specific use cases, budget, and long-term marketing strategy. We recommend thoroughly evaluating both platforms, possibly through trials or demos, and considering how they align with your organization's unique requirements and growth plans.