Feature Friendly: Why Marketers Ultimately Switch Software

Evolve or die.

It’s applicable in so many walks of life, but perhaps nowhere is it as harsh a reality as it is in the marketing tech world.

Take, for example, Mirabel’s Marketing Manager, our marketing software that has evolved so radically in the last year not just in incorporating AI features for email marketers, but in improving almost every step of the marketing and sales processes within the platform.

And there’s good reason we’ll continue to evolve. 

Almost a quarter (24%) of email marketers switched their automation software last year, according to recent numbers from MarTech and its “Email Marketing Platforms: A Marketer’s Guide” study.

Not only is that number close to the 23% who changed applications the year before in 2022, but the reasons for those switching (whether it’s to a homegrown solution or a more commercial vendor) is consistent.

43% who switched from both homegrown and commercial applications said new and better features were the reason they replaced their software. For those replacing homegrown applications, 29% cited the expense to maintain and 14% pointed to management decisions; for those replacing commercial applications, 28% said they left because of better integration and 23% said it was to reduce expenses.

(Source: MarTech)

“Advancements in machine learning, predictive AI and generative AI are helping marketers do more with the data they have,” the study says of AI and its impact on email marketing software. “Many vendors had already incorporated AI and ML into their platforms to drive segmentation and predictive analytics, but the rapid growth of generative AI has opened the door to many new possibilities.”

Whether it’s taking advantage of AI features or simply having all the best tools at the ready, marketers have consistently shown that they won’t settle for anything less than the best. 

It’s not evolution just to survive; it’s evolution to thrive.