Email optimization vendors enable marketers to improve performance, adapt to new business requirements and advance marketing maturity without changing core email marketing solutions. Beyond following basic email marketing best practices, marketing leaders can improve the performance of an email marketing program through the addition of optimization solutions that add new capabilities. Optimization vendors thrive in the current environment because virtually all multichannel marketers are potential customers. Despite widespread channel adoption, few marketers have mastered the full scope of email marketing, which drives demand for expert advice and specialized vendors. Brands seeking flexibility, agility or specialization often need to look outside their existing solution.