Things to consider before selecting an Email Service Provider
An email service provider (ESP) enables the distribution of email messages to a subscriber list. Users can more easily construct email lists and send emails thanks to technology companies known as email service providers. As email marketing has become more widely used as a tool for marketing, more email service providers have emerged and started to provide distinctive services.Let’s talk about the crucial elements to consider before choosing an email service provider.
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Integration: The ESP should offer built-in connections with the most popular e-commerce systems, like Shopify, Magento, Woo Commerce, and others, as well as an open, adaptable API for interfaces with custom websites. The major CRM platforms, including Zoho, Pipedrive, Salesforce, etc., as well as social networking platforms, Google Ads, and other cutting-edge technological platforms, should all be easily integrated with the ESP.
Deliverability Standards: Prior to delivery, all emails you send are examined by an ISP at the user’s end. Your emails won’t be delivered if the IP address you use to send them is blacklisted by an ISP. Since you’ll be using an ESP to send your emails, you need to make sure that deliverability is strong. SPF, SenderID, DomainKeys, DKIM, and DMARC are a few examples of industry-accepted authentication techniques. Inquire about getting a dedicated IP so that you won’t be barred because someone else transmitted spam using the IP you share with them. Obtain information on the many types of esteem support, such as white listing and feedback chains.
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Reporting & Post-Send Analytics:The ESP must provide thorough campaign reports for both manual and automatic campaigns, and you ought to be able to compare several campaigns side by side on the screen while viewing temperature maps and link wireless hotspots. Reports should include information on emails sent, specifically tracked openings, clicks, bounces, social media shares, ROI conversion monitoring data, and performance across various email clients and websites.
Automation: An integral and essential aspect of what all excellent ESPs provide. Automations boost user interaction, traffic, and sales. The ESP should provide more sophisticated automation with a range of triggers and automated events, in addition to basic automation like welcome, product purchase, and abandoned cart sequences.
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Onboarding and Customer Assistance: It’s imperative to have a strategy for onboarding in place that will move data, generate campaigns, and get you started with any new supplier as soon as possible. To learn about marketing automation methods, integrations, and other topics, you’ll also require a series of training sessions. It’s crucial to have a specialised Account Manager to assist with ongoing logistical and strategic challenges after onboarding, as well as a customer care team that is available around-the-clock by phone, email, and live chat.
Texting: As the importance of Texting becomes more and more obvious, your email service provider ought to include SMS in its email packages or as an optional extra. SMS promotes client engagement while assisting brands in communicating their message. Customers can be reached without an internet connection and 98% of text messages are read within 5 minutes. It can be used in conjunction with email to generate immediate urgency, such as cart abandonment reminders, or to cultivate long-term devotion, such as with anniversary wishes, contests, and other things.
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Segmentation: The most successful email marketing strategies include the segmentation of email lists. It enables you to build individualised experiences and increased engagement by dividing your list into more manageable, targetable segments depending on particular characteristics. Your email service provider should assist you in developing sophisticated customer segments based on
engagement actions like site visitors to particular pages, demographic information like age, gender, and location, behavioural insights like interests, hobbies, and ethical principles, or e-commerce segments based on the RFM (recency, the frequency, monetary policy), previous purchases, etc.
Pricing: The majority of email service platforms have layered pricing models, with an entry-level free edition and two or three subscription levels. The most expensive and feature-rich heard of pricing will be available. The tier you choose should have the features you require. Along with the monthly service charge, you must also consider any one-time setup fees that might be required. Finally, you should think about how quickly you might expand your contact list and the number of emails you send yearly before signing a 24-month contract because any contract may have ceilings or restrictions that could result in more fees being charged later. You should be aware that not all ESPs operate on 24- or 36-month commitments; only a few let you pay each month as you go.
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Conclusion
Making an ESP decision or switching ESPs is like committing to something for life. To send efficient email campaigns and to get the most out of this channel, it is essential that your organisation selects the correct email service provider
