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...
In our previous post, “9 signs your martech is a mess,” we helped you determine whether your marketing technology stack works like a dream or is one hot martech mess. If you discovered that your tech is causing you stress, read this post to start identifying the solutions to your tech headaches.
Martech messes don't happen overnight, so they can't be resolved overnight. Your first clue that something is amiss might come from your customers, especially if you notice your email engagement statistics start to drop or you get complaints that customers are getting the wrong kinds of emails.
The voice of the customer can be a powerful indication that your marketing tech stack is out of whack. Consider surveying your customers on the value and relevance of your email messages. You don’t have to ask technical questions - just those that will help you identify where your tech might be misaligning with expectations.
Also, do an internal review of your stack. This...
Many companies come to us for help because they're not getting the results they need from their marketing programs. With clusters of interrelated issues, companies often find it hard to pinpoint the problems. This leaves them feeling as if their martech is just a mess.
When we investigate, we often find a big source of frustration comes from a gap between the capabilities of their tech stacks and how they actually use them.
How common is tech frustration?
Sixty eight percent of martech leaders continue to face challenges using their stack to its full potential, according to a new Gartner study, 2020 Marketing Technology Survey: Cost Pressures Force Martech Optimization and Innovation. It found respondents use just 58% of their stack’s full breadth of capabilities, citing challenges with cross-functional collaboration, a sprawling array of martech solutions and a lack of a solid customer data foundation.
With utilization challenges being so common, we also see many common signs in the ways they reveal themselves. So,...