What moved this quarter

Email marketing moved toward agentic campaign operations, harder ROI packaging, and broader omnichannel control as vendors repositioned inbox tools into adaptive customer-engagement platforms.

• Agentic campaign ops — AI shifted from copy help to operating-layer claims: HubSpot moved to an agentic platform, Iterable rebuilt around real-time adaptive intelligence, Adobe Marketo added campaign agents, and Customer.io added an AI Agent. This matters because campaign workflow ownership is becoming a platform-selection battleground, not a feature checkbox.
• Value resets intensify — Pricing moved from quiet tiering to public value attacks: Omnisend targeted Klaviyo savings, Flodesk framed $49/month against a $327 tool stack, Benchmark Email reintroduced a free entry point, and Emma reshaped tiers. Buyers will see more negotiation leverage and sharper consolidation narratives.
• Omnichannel control planes — Email platforms kept stretching into omnichannel orchestration: Acoustic centered real-time intent signals, Adobe Campaign elevated multi-channel orchestration, Listrak added RCS and web personalization, Customer.io added WhatsApp, and Braze added KakaoTalk. The category is competing for customer-engagement control planes beyond the inbox.

The signals on the board

Only lanes with tracked evidence for Q2 2026 are emphasized. No filler lanes just to make the page look busy.

• Messaging and positioning — Public-web messaging and positioning signals found in the Email Marketing Software category for Q2 2026.
• Product and capability — Public-web product and capability signals found in the Email Marketing Software category for Q2 2026.
• Pricing and packaging — Public-web pricing and packaging signals found in the Email Marketing Software category for Q2 2026.
• Market and language support — Public-web market and language support signals found in the Email Marketing Software category for Q2 2026.
• Campaigns and commercial programs — Public-web campaigns and commercial programs signals found in the Email Marketing Software category for Q2 2026.
• Integrations and APIs — Public-web integrations and apis signals found in the Email Marketing Software category for Q2 2026.

Company updates for Q2 2026

Changed companies get evidence-backed cards. Quiet companies stay visible so the category file does not accidentally become a highlights reel.

• Acoustic — acoustic.com
  • Messaging and positioning: Acoustic added productivity claims around faster campaign launches, retiring tools, and returning strategy time, sharpening its operational-efficiency argument.
  • Product and capability: Acoustic removed Gaming industry solution from solutions menu.
  • Product and capability: Acoustic removed Tealeaf by Acoustic and Acoustic Campaign from product list.
• Adobe Campaign — business.adobe.com
  • Messaging and positioning: Adobe Campaign shifted from journey design to multi-channel campaign orchestration, with expanded capability descriptions and a refreshed product presentation.
  • Product and capability: Adobe Campaign Capabilities section redesigned from three tabs to four; features renamed, repositioned, and descriptions expanded.
• Benchmark Email — benchmarkemail.com
  • Pricing and packaging: Benchmark Email replaced 'Why Benchmark?' benefits with product capability blocks, pricing tiers, and industry solutions sections.
  • Pricing and packaging: Benchmark Email rebuilt homepage messaging around simple execution, visible pricing, product capabilities, and industry solutions instead of generic benefits.
  • Product and capability: Benchmark Email added Subscriber Forms (Sign Up Forms) with drag-and-drop builder.
• Braze — braze.com
  • Product and capability: Braze introduced Creative Studio and rewrote BrazeAI messaging around speed-to-impact, strengthening its creative execution and AI productivity story.
  • Product and capability: Braze added KakaoTalk as a supported messaging channel, expanding regional and omnichannel reach for customer engagement programs.
  • Product and capability: Braze added Spanish language support.
• Campaign Monitor — campaignmonitor.com
  • Product and capability: Campaign Monitor added AI Overview.
  • Product and capability: Campaign Monitor added Segment Mapper and AI Email Booster within Marketing Monitor.
  • Messaging and positioning: Campaign Monitor shifted homepage messaging toward maximizing email potential with personalized guidance and added a Website Builder-centered funnel-management proposition.
• Zoho Campaigns — zoho.com
  • Market and language support: Zoho Campaigns added broad language options including Spanish, Portuguese, German, French, Japanese, Arabic, Thai, Vietnamese, Chinese, and Hebrew.
• Customer.io — customer.io
  • Product and capability: Customer.io added an AI Agent for campaign building, performance analysis, and persistent business context, pushing AI deeper into marketer workflows.
  • Product and capability: Customer.io added WhatsApp Marketing and an Analytics module, expanding both channel reach and measurement breadth inside the platform.
  • Messaging and positioning: Customer.io redesigned its homepage around a unified data, messaging, and AI platform, broadening its story beyond campaign messaging alone.
• Drip — drip.com
  • Messaging and positioning: Drip repositioned around anti-bloat ecommerce email power, fast support, and switcher proof, including a Klaviyo-referencing customer testimonial.
• SAP Engagement Cloud — emarsys.com
  • Campaigns and commercial programs: SAP Emarsys rebranded to SAP Engagement Cloud and emphasized SAP Business Data Cloud plus native SAP integrations in its hero value proposition.
• Emma — myemma.com
  • Integrations and APIs: Emma replaced Custom user permissions with Brand Manager in Teams and added internal sending subaccounts to Corporate.
  • Pricing and packaging: Emma reworked packaging by changing Lite and Teams pricing, removing Essentials, dropping contact caps, and removing SMS from several inclusions.
  • Product and capability: Emma added Brand Import feature to build brand assets from existing materials.
• Flodesk — flodesk.com
  • Pricing and packaging: Flodesk added a cost-comparison table positioning its $49/month package against a $327/month competitor tool stack, emphasizing consolidation savings.
  • Messaging and positioning: Flodesk refreshed its homepage around design-led email marketing and automated workflows, moving from prior email and sales-page headline framing.
• Getresponse — getresponse.com
  • Messaging and positioning: GetResponse shifted homepage positioning from owning growth to converting customers and increasing repeat revenue, tightening the message around retention outcomes.
• Iterable — iterable.com
  • Product and capability: Iterable reorganized its suite into Campaigns, Journeys, and AI and Agentic Intelligence, while expanding Nova into insights, decisioning, and agents.
  • Messaging and positioning: Iterable repositioned as an AI customer engagement platform built for real-time adaptation, using new Intelligence, Context, and Infrastructure pillars.
  • Product and capability: Iterable expanded industry solutions with News & Publishing, Sports Entertainment, and Broadcast & Media Streaming; removed B2B Enterprise Software.
• Kit — kit.com
  • Pricing and packaging: Kit introduced a Pro plan free trial, creating a lower-friction path into higher-tier monetization-oriented packaging.
  • Product and capability: Kit added Subscriber Signals, Kit MCP, and Dynamic content to support subscriber insight, AI integration, and automated personalization workflows.
  • Messaging and positioning: Kit pivoted its value proposition from time-saving automation to audience monetization, emphasizing revenue-driving analytics across hero and CTA messaging.
• Listrak — listrak.com
  • Product and capability: Listrak added RCS Messaging, Landing Pages, Targeted Popups, and Website Personalization while renaming Experience Builder to Personalized Experiences.
  • Messaging and positioning: Listrak redesigned its homepage from person-first automation to cross-channel personalization platform positioning, with new value-proposition sections.
• Mailchimp — mailchimp.com
  • Pricing and packaging: Mailchimp expanded Standard plan self-serve contact tiers from a 100,000 cap to options reaching 1,000,000-plus contacts.
• Mailgun — mailgun.com
  • Market and language support: Mailgun added Portuguese language support to its website selector, modestly improving accessibility for Portuguese-speaking buyers and users.
  • Messaging and positioning: Mailgun promoted its Email Impact Report across homepage and resources surfaces, making benchmark-led thought leadership more prominent than prior deliverability-report placement.
• Mailjet — mailjet.com
  • Product and capability: Mailjet elevated AI-powered tools, including AI Segmentation and MCP Server integration, signaling a stronger automation and intelligence story for marketers.
  • Product and capability: Mailjet removed Mailjet Embedded from developer product offerings.
  • Messaging and positioning: Mailjet redesigned its homepage around role-based buyers and a unified marketing-plus-transactional email platform, moving away from narrower deliverability and template messaging.
• HubSpot Marketing Hub — hubspot.com
  • Integrations and APIs: HubSpot Marketing Hub expanded integration coverage around HubSpot Marketplace, clarifying ecosystem fit for buyers evaluating workflow coverage.
  • Product and capability: HubSpot Marketing Hub Marketing Hub feature highlights added HubSpot AEO, Ads, and Prospecting Agent.
  • Product and capability: HubSpot Marketing Hub added AEO Sensor to Free Tools.
• Adobe Marketo — business.adobe.com
  • Product and capability: Adobe Marketo added agentic AI for campaign operations, including conversational interface, Firefly image generation, AI assistant, and agent-oriented planning and execution.
• Moosend — moosend.com
  • Product and capability: Moosend changed Pro packaging by dropping SSO, SAML, account management, and transactional email while adding AI Writer, testing, and real-time reports.
  • Campaigns and commercial programs: Moosend surfaced Constant Contact ownership and promoted the parent company’s low-cost AI social coaching, indicating tighter portfolio cross-sell.
• Omnisend — omnisend.com
  • Product and capability: Omnisend refreshed its feature story around AI, campaigns, and automation, adding AI form building, audience trend analysis, and MCP-based insights.
  • Messaging and positioning: Omnisend sharpened its value message around big-platform capabilities at a smaller bill, directly targeting Klaviyo switchers with savings and migration claims.
• Postmark — postmarkapp.com
  • Product and capability: Postmark expanded developer-facing email capabilities with Bulk API, API Explorer, and Python SDK support across navigation and feature surfaces.
  • Messaging and positioning: Postmark shifted its AI-facing promotion from MCP Server to Postmark Skills for AI coding agents, sharpening the developer-agent narrative.
• Resend — resend.com
  • Product and capability: Resend announced Resend Forward and added CLI support, extending its developer-focused email platform with forwarding and command-line workflow coverage.
• Sendlane — sendlane.com
  • Campaigns and commercial programs: Sendlane announced acquisition by Privy, signaling ownership change and potential portfolio consolidation in ecommerce-oriented marketing tools.

No material public-web move found

These competitors were included in the quarterly sweep, but no material public-web moves showed up during the window.

• Activecampaign — activecampaign.com
• Automation By Oracle — oracle.com
• Aweber — aweber.com
• Beehiiv — beehiiv.com
• Brevo — brevo.com
• Campaigner — campaigner.com
• Constantcontact — constantcontact.com
• Cordial — cordial.com
• Email Marketing By Oracle — oracle.com
• Emailoctopus — emailoctopus.com
• Engagement By Bloomreach — bloomreach.com
• Icontact — icontact.com
• Klaviyo — klaviyo.com
• Mailerlite — mailerlite.com
• Marketing By Salesforce — salesforce.com
• Meetmarigold — meetmarigold.com
• Sendgrid — sendgrid.com

Prior quarter files

This is the first generated quarterly file for this category.

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