Back to the Basics: ESP Migration Checklist

Back to the Basics: ESP Migration Checklist

Back to the Basics: ESP Migration Checklist ESP Migration is a little like moving a house. Nobody wants to meticulously pack, box and label the entire contents of their home only to have to unpack it all somewhere new. However, the more prepared and organized you are, the smoother the transition will be as you start life in your new abode. ESP Migration can feel the same. Nevertheless, if your company has decided to move to a new ESP, it is a complex task with more than its fair share of obstacles to overcome. To help, platform migration experts, Trendline Interactive, have compiled a basic ESP Migration Checklist for you to consider. 1. Export Lists Maintaining the quality, reliability, and size of a company’s contact list during ESP Migration is a common concern. Still, rookie mistakes are easy to make. Firstly, remember to export list(s) from your old ESP before they lock you out of your account. It’s crucial that contacts from suppressed lists also...
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Overview of the Enterprise Email Service Provider Landscape

Overview of the Enterprise Email Service Provider Landscape

The Enterprise Email Service Provider (ESP) landscape continues to evolve, and the competition is as fierce as ever. Instead of going into the strengths and weaknesses of individual providers (there are a number of buyers' guides that regularly address this in depth), a general overview of the strengths and weaknesses of the different types of ESPs in the Enterprise ESP landscape may better provide context for those considering their platform options. In general, the current landscape can be classified as follows: Traditional Self-Service Enterprise ESPs These established Email Service Providers now form the foundation of various "Marketing Clouds" – IBM Marketing Cloud (Silverpop), Oracle Marketing Cloud (Responsys, Eloqua), Salesforce Marketing Cloud (ExactTarget, Pardot), and Adobe Marketing Cloud (Neolane). Strengths: These platforms have the broadest product offerings, including tools to coordinate marketing campaigns across digital channels. They have the most sophisticated training programs, and substantial financial and human resources to continue expanding their solution set. Drawbacks: Their long track record of success means they serve a...
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The Welcome Email Is Dead! Enter The Behavioral Driven On-Boarding Program

The Welcome Email Is Dead! Enter The Behavioral Driven On-Boarding Program

My colleague Loren McDonald wrote an article in June on Welcome Email Programs that should move beyond the typical solo welcome email to include a series of emails that would involve brand awareness and sales oriented messaging triggered over time, effectively replacing the traditional welcome email currently in production at most companies. Loren was spot on in his thoughts, but I would like to add a level of sophistication to his thinking that most companies may not be thinking about when it comes to on-boarding subscribers.  Companies should move beyond the welcome email and the welcome program and think about letting the behavior of the subscriber drive the welcome messaging over the course of time.  Rather than have a static Welcome email 1, 2 or 3 where the company takes the subscriber down the path of educating them on the brand, the social channels and company history, the email series should be driven largely off the interaction of the subscriber across the email,...
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