How do you get more ROI from your email marketing campaigns? Is it all about what you write and send? Not really. Your email ROI is influenced by the very first step you take – choosing your ESP. Let’s see how you can make a choice, that will boost your ROI from the very beginning.
Just like identical twins, ESPs look very much the same at first sight. They all have similar features. And say they can do data management, reporting, content editing, segmentation, triggers, split testing, auto-responders and marketing automation. In discussions, you hear: “All ESPs do basically same thing.” But is it true? Are they identical twins? Perhaps […]
What is an Email Service Provider (ESP)? To marketers, an email service provider (ESP) is a company that offers email services. Because email (marketing) services come in shapes and sizes, that is a pretty broad definition. Luckily, we can break this down into several categories.
Comparing email service providers can be a little bit like shopping for a new car when you don’t have a certain make and model in mind. Buying a “car” can mean buying anything from a huge SUV to a sporty convertible to a tiny Fiat. They all get you places, and use an engine and […]
Points, Bucks, Miles, Fuel, Discounts… With the many loyalty currencies out there today, companies need to know how to build a successful loyalty program that not only keeps customers coming back but also showcases their unique value proposition. Highly measurable and relevant, email communication is without a doubt an integral part of that successful program.
In today’s networked economy, a suppliers’ hiccup can very well leave you with the broken pieces of missed conversions or – even worse – disappointed clients. But it is hard to get a feel for the reliability of an email marketing service provider when you haven’t worked with them before. Why is the reliability of […]
Why isn’t usability ranked higher among the factors to consider when searching for a new email service provider? In fact, why is there so little mention of it? An ESP is really only as good as the people who use it…and if it’s unusable, it’s no good at all. Usability matters, here is how to […]
What all Email Service Providers (ESPs) have in common is that they deliver email. Wonderful, I can choose any ESP and get the same result. Wrong! Email marketing has been the online marketing workhorse for a while, but with the ever expanding digital channels you need to make sure your ESP is staying ahead of […]
We don’t switch email marketing tools daily. Email marketers don’t change suppliers because they think it will be fun to do. But there are enough reasons to switch from one email marketing tool to another. One thing often overlooked is the true costs of the switch. We take a look. Switching Email marketing tools What […]
So you’ve chosen your new ESP and now you need to make the move but maintain and preferably improve your inbox placement at the same time. The safest way to move between ESPs is to actually run two at the same time for at least month. You can in fact do this for longer if […]