Top Tips For Choosing An Email Service Provider
1. Account Management & Service
Email marketing requires a vast range of different skills, and it’s highly unlikely you will have the all of the experience required to cover them all within your team. Look for an Email Service Provider (ESP) where they are nimble, with all the key team members you need from the same office – as soon as you start needing different skills from different departments or even countries, coordination and communication can break down and cause delays and complications.
2. Real-Time Support
If you have a question regarding something you are working on, you want it answered straight away. Having an Email Service Provider who you can simply pick up the phone to raise your issue with is essential, rather than waiting around for your query to be responded too via email or online chat.
An Email Service Provider might have been founded 15 years ago but do the people you deal with have that sort of history? Just having a huge roster of big name clients doesn’t mean you will benefit from that if your account handlers have never been involved with those campaigns. Look to meet the people who will be working with you to determine whether they will add any value to your email marketing, or simply not offer you anything you don’t already know.
Integration isn’t just about getting some basic customer data automatically in your email platform. It’s also getting a rich customer history, browsing behaviour, product and category information for automated and personalised content, sending of transactional emails and rich reporting data for your own systems. Failing to scope out the future integration needs of your business might find you struggling in 12 months time to move your email marketing forward if your Email Service Provider can support those needs.
5. The Right Capabilities
The best place to start is by looking at the type of emails you want to send. From here you can work out how each Email Service Provider is going to work for your setup, and what compromises each one will have. If you go through an exercise without this detail and just look for a tick against ‘dynamic content’ or any other feature you might be frustrated when you don’t have the capabilities and flexibility when you come to implement your new email strategy.