Author Archive

Empowered Email Marketing Software Buying, 7 Tips

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We’re dealing with an odd gap in the email service provider (ESP) industry these days because buyers are reluctant to open up about what they really need. I often hear anecdotal stories about buyers who withhold important information during the ESP selection only to make their already bad situation worse.

Ways to Optimize the RFP Process, Without Losing Your Head

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Many marketers cringe at the thought of having to put together an RFP at the start of the process when selecting a new email service provider (ESP).

Not only marketers dread the RFP; often, so do the vendors, Does it have to be that bad? There are ways to hate the RFP less, both on the client side and the vendor side. If 2018 is the year you run an RFP, here are some tips to make the process easier—or even bypass it altogether…

Choosing Features Over Support? Good Bye, ROI!

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You know customer support is important when choosing an Email Service Provider (ESP), to ensure you get the service you expect (and you’re paying for). But do you realize just how important customer support is to your bottom line?

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 […]