With the ESP selection and finalization; there are two possibilities – Fly or Die!
a bad choice that doesn’t match up to your expectations leads to an unfortunate and inescapable outcome.
it still becomes difficult to choose the right ESP that best fits the bill.
Increasing your deliverability rate & ROI
Eliminating a future cost of switching to the other ESP
Integrating your technology and automation systems with it
Preventing the unsubscribe on account of poor testing or rendering
Scaling the automation to the next level with targeted & relevant communication
Authenticate mail server
Collaborate people and processes across the organization
Self Analysis - Are you considering space
as your limit or want to restrict
it to a few meters from the ground?
Are you able to track the success of your email programs?
Does migrating to a new ESP impact your revenue ?
Are your needs realistic?
Are you evaluating ESPs keeping in mind the budget?
Would you require a dedicated account manager, robust deliverability and reporting?
After having a self-examination
about the kind of requirements,
start your divine search of the
right platform matching your needs.
Usability of the platform is quintessential. If the platform isn’t user friendly your staff might not be able to use it quite well. Consider the speed of training your staff.
Deliverability is the key concern for most marketers. Without emails being delivered, marketers will not be able to track the ROI from the campaigns.
Well, if your wings aren’t reliable, you won’t really be able to fly well. Same goes with the ESP! Make sure it is reliable to be able to count on the system and not losing on the ROI.
Remember, migrating ESP is tougher than selecting ESP ab initio. That said; it is now mission critical to choose a platform that is easily scalable with your growing needs.
With marketers shifting from marketing to data science, it is much required that your ESP is a data lover.
Reporting and analytics is crucial part of any ESP’s feature list. With marketers now tracking more than just email open, click through rate and unsubscribe complaints, it is essential that the ESP provides more logical matrices than just open and click rates.
Having a pricing term that fits your budgets and sending pattern matters. Analyze pricing plans from various vendors before selecting an ESP.
Yearly usage or commitment to revenue
Optional and fixed costs
Complimentary services, if any
Payment terms: Contracts, Full service payment or Minimum monthly pay as you go
Set up fee, if any
Modes of payment
The other kind of question to probe while choosing an ESP is about the customer
service, security and compliance. Check whether there will be consulting, training,
24/7 support, data security, trial accounts etc.
24/7 support and the ticketing system
Complaint escalation procedure
Staff training and consulting on deployment, design and coding, if any
For data security is the ESP SOX and HIPAA compliant, if applicable
Do they have network intrusion detection, such as firewalls, employee screening,
monitored access, and/or security cameras? Are they insured, licensed and bonded?
Types of audit trials available
Types of security tools in place
Monitoring and alerts, if any
Compliance requirements of ESP
Knowledge with regards to the new regulations
Recourse if there is a violation of one of these laws or policies
Ask if there are trial accounts available
So now when you know the miles you can fly (aka. ESP), will you still consider
the same wings? If yes, make sure those wings help you fly high!