How to Choose the Best ESP for your Email Deliverability Check

How to Choose the Best ESP for your Email Deliverability Check

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....
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Behind the Book: Salesforce Marketing Cloud for Dummies

Behind the Book: Salesforce Marketing Cloud for Dummies

A little over 2 years ago, a senior executive at Salesforce approached us about writing a book on how to use Salesforce Marketing Cloud, formerly known as Exact Target. Having been deep technical users of the platform for a number of years, vocal proponents, and people who weren't afraid to offer constructive feedback, he believed that Mark Pollard and I were well-suited to this venture. And, of course, we thought, "How hard could it be?"   We quickly learned that knowing a platform inside and out was one thing, but being able to translate that knowledge into a book to cover all skill sets was something else entirely. There were other complications and hurdles to overcome, too. Our primary focus still needed to be on our day jobs, providing great service to our existing clients, without whom our livelihood would not exist. And then there is the fast-paced world of software development. Salesforce releases a new version of Marketing Cloud every...
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The Five Types of Email Service Provider Every Enterprise Organization Should Know About

The Five Types of Email Service Provider Every Enterprise Organization Should Know About

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....
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