Technical
3 min read

Why is Bronto closing down?

Written by Anastasia Shiverskikh
Technical
3 min read

On 3 March 2021, business owners and email marketing professionals received news that no one saw coming – 

Bronto by Oracle Netsuite, the biggest email marketing platform, announced their “end of life”. 

In their press release, they stated that from 3 March, they would be stopping their sales, and are planning to close down completely by 31 May 2022.  

For anyone working in eCommerce and email marketing, this is a big deal. 

But there are hundreds and maybe thousands of marketing automation alternatives for your business. But which one is right for you? Read this article to learn Top Alternatives for Bronto Marketing Platform.

We don’t have any certain information as to why this is happening, but we have a few ideas from the user experience side of things.

1. High barrier of entry

Bronto doesn’t offer a free trial and is contract-only. 

Although email marketing used to be something not so accessible, today, there are so many different email marketing platforms on the market that allow you to start sending emails at no cost at all. 

It’s very expensive compared to other platforms like Mailchimp, Klaviyo, and ActiveCampaign.

This kind of competition puts Bronto in a disadvantaged position. 

 

2. Difficult to integrate

It takes a lot of time and development to integrate an eCommerce platform or any apps with Bronto.

More specifically, integration takes between 90 and 120 days – and you’re paying for this time. 

To give you a point of reference, integrating Klaviyo with platforms like Shopify or apps like Smile.io is a matter of minutes or a maximum of a few hours to transfer all your data.

Besides, integrating Bronto with other platforms costs you an additional fee, while for other email marketing platforms available on the market, it’s free and almost automatic. 

3. Commitment

With many other email marketing platforms today, there’s almost no commitment. 

With so many of them offering a free trial, it’s easy to check it out and jump ship if it doesn’t work for you. 

With Bronto, you have to sign up for at least 2-3 years and that amounts to thousands of dollars. 

4. New features

The majority of email marketing platforms today release new features without any extra cost. 

For example, Klaviyo recently released a new feature called Benchmarks – and all Klaviyo users, including the ones using it for free, have access to that feature. 

In Bronto, on the other hand, you have to pay for every new feature they release. 

 

5. It's hard to implement your ideas

Let’s say you come up with a new email marketing strategy. 

In our business, we use ActiveCampaign. When I come up with new ideas, I can implement them in a matter of minutes to an hour. 

In Bronto, it’s almost impossible to implement something quickly. It takes, in the best-case scenario, weeks to do or sometimes even months. 

6. Their sales demo is better than the actual platform

They have an amazing sales team.

When you start using it, it’s totally different – it’s not as great as the version they present in the demo.

7. Research and development

Bronto is owned by Oracle – a huge corporation that owns multiple companies. 

Research and development for Bronto simply wasn’t their biggest priority as it is, for example, for smaller but more focused companies like Drip, ActiveCampaign and Klaviyo.

Bottom line

As email marketing as an eCommerce channel grows, email marketing platforms should be able to keep up with the competition and offer better terms of service than those of their competitors. 

In our opinion, Bronto’s high barrier of entry and an overall hesitance to adapt to the market needs are the two factors that resulted in the company’s closing down. 

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