As one of the most commonly outsourced services, an ESP (email service provider) can be a great asset to a marketing team. Choosing the wrong one, however, can slow projects and inhibit email creativity, as well as cause issues with subscribers.
Finding the best ESP for your company means more than just wandering out into the marketplace with a wad of cash. It’s about understanding what your team — and your customers — uniquely need from the email marketing channel.
Many of the case studies I produce for the MarketingSherpa email marketing newsletter deal with an ESP switch, in differing variations. Usually, I’m writing about a stellar campaign that was produced after a marketing team broke free from the constraints of an ill-fitting ESP.
If the search for an email service provider is done correctly, it should be labor intensive. Which means you don’t want to have to do it very often.
Step #1: Perform an audit on the processes and workflows you currently have in place