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:
What’s my budget?
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.
What does your buyer’s journey/nurture/conversion look like?
Tracking your metrics is critical to a successful email program, so identify the data you’ll need before you get started.
What’s your sending volume?
You need to know if a shared or dedicated IP is right for you....