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Choosing the best ESP (Email Service Provider) can feel like shopping for a car; a ton of conflicting recommendations, a thousand different models, and a lot of excessive features that seem neat in the showroom, but won’t ever be used on the road. Similar to this, in marketing, it’s important to be organized and have a clear goal. Check your email deliverability first. This means identifying your needs and your nice-to-haves first, while also knowing the difference between the two.
First, answer these questions:
This means you also need to know your email ROI, or at least your target ROI. There are a lot of options, so knowing how much you are willing to spend can help you narrow down the field.
Tracking your metrics is critical to a successful email program, so identify the data you’ll need before you get started.
You need to know if a shared or dedicated IP is right for you. Some ESPs only offer one or the other, and there’s often a significant price difference.
Your ESP needs to communicate with your other platforms and tools smoothly and quickly. You’ll waste hundreds of hours if you are constantly exporting, re-formatting and importing.
Having this information will help you identify your actual needs, and narrow the field of potential ESPs.
Once you’ve started to connect with salespeople and investigate features, don’t forget the following:
That’s it. Answering those questions will help you identify your needs and cut through the sales pitch to make sure your ESP is the right choice.
Have more questions about ESPs? Send us a message.