Are you considering a new Email Service Platform (ESP)? The martech landscape has quickly become complex and even contradictory at times, and shopping for best-fit technology can inevitably become a long and often daunting process. In this infographic we have classified the 5 types of ESPs for you to consider based on the kinds of tech capabilities they offer, who should consider them, as well as some common brand names you've likely heard of for each type. Which one is right for you?
Choosing an ESP is no easy task
Do your homework! We tend to be swayed by other people’s opinions more often than not, and that can provide valuable insights into someone else’s first-hand experiences with the ESP you are considering. Read reviews on the company and take into account the feedback given by satisfied and unsatisfied clients.
Pairing up with an independent technology consultant like Trendline Interactive will help you start your search on the right foot, and tap into...
“Dark Mode” is gaining momentum in the email space. Android Authority found that 81.9% of tech-savvy users are using Dark Mode some or most of the time they view their devices, and that number will increase as others begin to adopt it.
This overview explains what Dark Mode is, why it is trending and how to set up your email so you can give your readers the best possible experience when they are using Dark Mode.
The case for Dark Mode
If you want to leverage the full value of your email program, you should set up your emails to look and function well on devices that have activated Dark Mode.
On a device like a smartphone, tablet or computer, Dark Mode is a display setting that changes user interface colors. Instead of showing dark type on a light or white background, it automatically switches to light type on a dark or black background to make viewing easier in low light. Dark Mode can...
Having the right Email Service Provider (ESP) that meets your needs is crucial for running an efficient and effective operation. It also can be the source of your martech headaches.
The right platform makes it easy for you to build and manage campaigns, track performance and analyze results, and incorporate data at every step. The wrong ESP will cost you time, money, and growth.
But how do you choose the right platform for your organization? Before you get started with your ESP evaluations, take some time to think through what you truly need from your platform, who will be using it (IT, marketing, ecommerce, etc.), and how a new ESP fits into your current martech philosophy.
Here are 5 tips to keep in mind when evaluating a new ESP.
1. Don’t jump into a demo right away
Our experience with clients shows us that many start their search for solutions by researching the technology market for features and functionality. But shopping for features without...
What is the difference between a dedicated IP and shared IP in email deliverability? How do I know which one I should be using? There are several factors that come into play when deciding whether to use a dedicated or shared IP with your business.
What is a Dedicated IP?
A dedicated IP address is unique to the sender. No other company, organization, or individual can send from that IP address other than your brand. Many think they should move to a dedicated IP address because they won’t be affected by other senders and will be in control of their reputation. This is a common misconception. Dedicated IP addresses are not always the answer. We recommend that senders should only move to a dedicated IP address if:
You are a higher volume sender. Each ESP is different on how they view a ‘higher volume sender,’ but we recommend a minimum of 100,000 campaigns per month.
You have the volume to be on a dedicated...
The Common Misconception
Before you begin the search for an email service provider (ESP), it’s important that you are aware of a common misconception about who's responsible for a sender's reputation. Often times, it is believed that deliverability successes and failures are solely based on the ESP a sender chooses. Unfortunately, that isn't entirely true. Laura Atkins couldn't have said it any better when she said, "This is a subject that doesn't get talked about very much because marketers often don't understand deliverability, and ESPs get paid to respond to delivery problems not prevent them. Worse than that, many companies expect that deliverability is what their ESP does, and if there are problems, the ESP will be responsible and fix it. This isn't actually true. In most cases, a sender having problems getting to the inbox is responsible for those problems."
I hope this sheds a little light on that dilemma so I can safely say that, though a sender is responsible...
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....
Finding the right Email Service Provider (ESP) for an enterprise organization isn't easy, and the stakes are high. Email marketing has proven time and again to be one of the most effective marketing channels out there (if it's done really, really well).
In this white paper, you'll learn:
Five different types of Email Service Providers
The benefits and drawbacks of each type
How to determine which ESP is best fitted to meet your organization's goals
Download our white paper to use as your guide in your organization's ESP search....