Will ESPs merge into all-in-one data clouds?

Consolidation trend is visible: **Salesforce** owns ExactTarget, Adobe owns Neolane/Campaign, and platform players absorb point solutions. Larger vendors offer email within broader marketing suites.

Countertrend: specialized ESPs continue thriving (**Klaviyo**, **Postmark**). Organizations choosing best-of-breed over integrated suites sustain focused providers. Market supports both approaches.

Likely future: continued consolidation among mid-market ESPs, enterprise shift toward integrated platforms, and specialized providers serving niches requiring focus. Choose based on your needs: integration value versus specialized excellence.