Author Archive

Canned Demos Don’t Work, Do This instead

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As you work your way through the buying process when choosing a new email vendor or ESP, you will get to the point where you want to see the platform live: the demo. The demo stage is when the ESP’s sales team has to start walking their talk, switching from words to action, from “tell […]

Choosing an ESP; You Get What You Pay for—so Pay for More

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I often see businesses choosing email service providers (ESPs) based largely on price. Later, they discover that ESP wasn’t so cheap after all, for various reasons. You don’t want to make that mistake. On the other hand, I see others choosing an ESP that costs more, but also offers more. Which path will you choose?

5 Things you need to know beyond what the ESP’s salespeople tell you

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When you’re looking for a new ESP, you’re going to have to ask some hard questions in order to find the best fit, even if you don’t want to. However, if you don’t do the due diligence now, your reluctance to do so could come back to haunt you when something goes wrong. So dig […]

Why The Best ESP Might Not Be an ESP

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The best email service provider for your business might not be an ESP. It might that be an agency, consultant or VAR (Value Added Reseller) can serve you better. Such a third party can act as a reseller, so you’re still using email marketing software, but you’re not buying directly from (or dealing directly with) […]

Crawl, Walk, Run and Start Sending Hyper Personalized Email

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I don’t need to tell you personalization is imperative, nor that personalization no longer means using “dear [first_name]”, right? Today, personalization means right time, right message marketing targeted to a particular consumer. And it’s worth it: personalized emails deliver six times higher transaction rates.

5 Steps to Start Fresh With a New Email Marketing Provider

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The decision has been made to switch to a new Email Marketing Provider. Maybe you’re still looking for the new ESP or maybe you’ve signed the contract and the migration from old to new is impending—or even starting. I’d highly encourage you to take advantage of the opportunity to clean house before the move!

When you need an RFP to find your email service provider…and when you don’t

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For some organizations, RFPs are the only reliable way to search for a new email service provider. For others, RFPs can be complicated, costly and of questionable value. Should you use an RFP to find your new vendor? How are you facing the challenge of choosing a new email service provider?  Here are the reasons to use […]

Signs Your ESP Is Having Performance Issues

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You know how it is… Things are going along smoothly in your ESP relationship, but little by little, it’s getting a tad bit bumpy. A small glitch here, a tiny hang up here, and soon enough, the tactical side of your email marketing program is harder than it used to be. The ESP platform has […]

How to Take Testing Into Account When Evaluating ESPs

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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 […]

5 Signs Your ESP Is no Longer Your Valentine…and 1 Thing You Can Do About It

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As an email marketer, one of the most important relationships you’ll have is the one you have with your email service provider, or ESP. This is becoming even more true as ESPs evolve into sophisticated marketing platforms, or become integrated with other platforms for omnichannel marketing.