The landscape of email marketing is evolving, with pricing becoming less of a distinguishing factor among Email Service Providers (ESPs). This shift compels ESPs to innovate and differentiate themselves through more meaningful value propositions. Understanding what truly matters—and what doesn’t—is crucial when evaluating potential partners for your email marketing program.
1. The Email Marketing Platform
At a fundamental level, nearly all modern email marketing platforms are equipped to send your emails and provide essential reporting. For enterprise-level clients, there are a robust 10-12 viable options available, contrary to some narrower assessments like those sometimes provided by `Forrester`. If you’re opting for a full-service solution, the platform’s user interface might even be a secondary concern, as your team may not be directly interacting with it daily.
More Email Platform Options for SMBs
Small to Medium Businesses (SMBs) enjoy an even wider array of choices, which can make the Request For Proposal (RFP) process more complex than for larger enterprises. Each platform brings its unique strengths and weaknesses, making it imperative that your evaluation zeroes in on providers that align precisely with your specific business needs.
For both enterprise and SMB email marketers, the critical information lies not just in current features, but in the vendor’s ongoing investment in the tool and their product roadmap. You want to avoid selecting a vendor that your business will quickly outgrow. Additionally, be vigilant for signs of capacity issues—ESPs may not admit to them directly, but their existing clients often will. Such an issue is a clear red flag.
2. The Referral Client
The emphasis marketers often place on referral clients in the selection process is frequently misplaced. Even the most challenged ESP will likely have a handful of clients willing to offer a positive testimonial. Recognize that at any given time, every ESP you consider will have both ardent fans and vocal detractors within its client base. This is because no platform or service is perfect 100% of the time.
Every ESP Has Fans and Detractors
Your most effective strategy is to seek a balanced perspective by trying to speak with both satisfied and less satisfied clients. Don’t limit yourself to the references provided directly by the ESP. You or your search consultant can independently reach out to other clients of each ESP under consideration. While positive reviews naturally carry weight, hearing both sides offers a far more comprehensive and realistic assessment of a vendor’s capabilities and service quality.
3. The People at Your ESP
The success of your relationship with an ESP, and ultimately your email marketing program, profoundly depends on the people working there. Their expertise, the quality of their ideas, and the level of service they provide are paramount. This human element becomes even more critical when you engage in a full-service relationship.
The Email Platform is Secondary to the Email People
Many marketers are increasingly realizing that the underlying technology platform is often secondary to the talent and dedication of the team. Specialized agencies like `ConversionXL` and `Digital Marketer` exemplify this trend; they offer expertise independent of a single proprietary platform, allowing you to bring the platform while they bring the people. While many ESPs also boast excellent service teams, the core principle remains: you want the best possible people working on your business.
It is crucial to insist on meeting the specific team members proposed for your account as part of the pitch process. Being impressed by a head of strategy you won’t see again for six months doesn’t benefit your business. Engaging in direct dialogue with the prospective team allows you to gauge their understanding of your business and industry. Secure a verbal commitment on *who* will be servicing your account and a contractual commitment, ideally within the `Scope of Work`, on *how much* to ensure the team that sold you on their capabilities is the same one that delivers the service.
4. The “Man Behind the Curtain”
Be alert for situations where an ESP offers a solution but is reluctant to provide in-depth details, hinting at a “man behind the curtain” scenario.
A prime example is “the bundle” – an all-inclusive price for both email sending and servicing. Instead of separate costs for sending (e.g., CPM) and an hourly rate for service, this methodology rolls everything into a single “fully baked” CPM.
Problems with “All-in” Costs
This approach presents several challenges:
* It makes a true apples-to-apples comparison with other vendors nearly impossible.
* It often fails to guarantee a specific level of service from the assigned team.
* It can incentivize the ESP to encourage sending more email to maximize their profit margins, which may not align with your brand’s best interests.
Always demand a detailed breakdown of any bundled offering so you have absolute clarity on what you are receiving for your investment. Another manifestation of the “man behind the curtain” might be when an ESP boasts extensive experience in migrating complex triggered and automated campaigns but becomes evasive when asked for specific examples or methodologies. Ensure that no vital information or personnel remain hidden from your view.
In the competitive pursuit of new business, even highly professional ESPs can resort to a “win now, figure it out later” strategy. By prioritizing the right aspects and asking incisive questions upfront, your company can significantly mitigate the challenges inherent in migrating to a new vendor and ensure a smoother transition.