Whether you are just branching out into email marketing, or you are considering changing your email service provider, there’s always a number of factors to take into consideration. One of the pitfalls in selection is falling into the “cheap trap”. Choosing the cheapest ESP vendor, one that looks cheap, but turns out to be quite expensive.
We’ve all attended conferences, workshops, and online discussions, which focus on improving customer retention, boosting engagement, and getting those all-important recurring sales.
We’re told the importance of the customer journey; that we must be more relevant; that by being more relevant and improving the journey, we’ll increase customer engagement; that this is the key to our future business success… but what the majority of these seminars fail to cover, is HOW. Marketing Automation is the how.
The number of email service providers a brand uses to send its emails reveals a lot about their email program—how sophisticated it is, the size of their email team, and much more.
Whether they use a homegrown email platform is equally revealing.
The big challenge for email marketers is to systematically improve financial performance and customer engagement.
Smart marketers are now focussing on several next-generation levers for performance improvement: the more you pull these levers, the greater the rewards. But how do these look, and how does that translate to my RFP?
As a part of the work we do with organizations to help them choose the best email service provider (ESP). Email marketers regularly ask, “What do I need to look for in an ESP if I want to really delve into testing and optimization?”
This is one of those questions with a two-part answer…kind of like A/B testing, I guess. It’s a question I anticipate hearing with greater frequency. Marketers want to know what is or isn’t working, as email evolves into a sophisticated tool and key component of omni-channel marketing.
A Marketing stack is the collection of marketing technologies used by a company to achieve its marketing objectives.
The topic is becoming a big deal as the number of technologies available to marketers increases as does the proportion of the tech budget that marketers are in control of.
Imagine that you are the boss in a successful e-commerce company. Your sales are OK, but there is room for improvement. Your head of marketing thinks he is a Guru of Email Marketing, and email marketing does work for you, but you want more. You want your business to grow.
Over the years an amazing variety of tools has emerged to help email marketers do their jobs better, whether it helps them write better content and subject lines, test their emails to make sure they look right, automate their messaging and even run their entire programs.
During any sales process, the people selling to you can largely impact your final decision. However, during the process of choosing a new ESP, the person selling to you is rarely the person who’ll be delivering what you’ve bought.
Having a good relationship with sales is all well and good, but once the contract is signed, you’re likely to be handed over to other teams. That’s why meeting the people who you’ll actually be working with is really important.
There’s no question that selecting the right email service provider (ESP) for your company is a major decision. But finding the Email service provider is only the first step in launching successful email marketing campaigns. In fact, the questions you ask—or don’t ask—your vendor after signing on the dotted line can determine how successful your email efforts will be.