Choosing the right email service provider (ESP) is like finding the perfect shoe. You can limp along if that shoe is too big or too small, but you’ll only get optimal comfort and performance from a great fit.
So how do you get there? Read on as we offer five actionable tips for
choosing the right email service provider (ESP) for your business.
What makes email marketing so effective?
Well, the cost is relatively low, and the upside can be tremendous. It’s easy to start and you can begin as big or small as you like.
But hang on! Before you start testing solutions and providers, it’s important to figure out how email marketing fits into your overall marketing strategy.
Email is 40 times more effective at acquiring new customers than Facebook or Twitter.
With all that potential, it’s vital to make sure you have clear goals, processes and tools in place.
Questions to consider as you build an email marketing strategy:
Your answers will help dictate the features and priorities you need from an ESP.
The purpose of email marketing is to build relationships and grow your business, so don’t get too caught up in the here-and-now. Think about where your business will be in a year or two and make sure your provider can scale with you.
The key part of email marketing is, well, the emails. So you need an email service provider that helps you create simple, elegant emails quickly and easily. Look for a provider with a range of designs, flexible layouts, and mobile-friendly templates that look great on any device. Free image hosting is an added bonus.
Those beautiful emails won’t do you a lick of good if you don’t know how they perform. Make sure your email service provides a consolidated dashboard with all the statistics you need; open rates, clicks, bounces, unsubscribes, and social sharing—both large scale and drill down.
It’s important to send the most relevant messages to the right people at the right time and automation is what helps you do that. Make sure your email service provider offers solid workflows to help you schedule and send automated messages.
Your emails must work across the various devices people use to consume email. Today 53% of email campaigns are opened on mobile devices while 28% are opened on desktop clients and 23% are opened in Webmail. So unless your email campaigns are specifically optimized to work across all of those devices and clients, you’re missing out on conversions and revenue.
Email doesn’t need a big budget to be effective—but in marketing, effective often isn’t enough. If you want awesome campaigns and analytics, you need to make sure you’ve got the appropriate budget in place.
There are very basic free tools out there and then there are tools that cost tens of thousands of dollars and have heaps of advanced functionality.
While enterprise level providers may seem attractive in theory, if you don’t actually use all those Cadillac features (which can take a lot of time to learn how to use in the first place) you’re just throwing good money away.
Essentially, you have your choice of low, medium and enterprise level providers. Choosing the right one for your needs can keep your costs low and the return on your efforts high while still delivering the functionality you need.
Keep in mind that investing in email can result in a much better payoff than investing the same amount in search or social.
In fact, email marketing yields an average 3800% return on investment for businesses in the United States.
Look for an ESP that offers a variety of payment plans. Most services offer monthly subscription plans for those who mail regularly and have sizable lists; however, some include the ability to pay-as-you-go for less frequent senders.
Why? Because by investing in your email programs, you’re building customer relationships. After all, investing more in email marketing doesn’t just mean sending more email.
To have a chance of engaging customers and prospects, your messages have to land in their inboxes.
And while that might sound obvious, not every email service provider can ensure your emails get delivered at the same rate. Ask any potential email service provider about its delivery rate and how they work with their customers to keep that rate high.
You want to look for an average delivery rate of 98% or higher.
Look for providers with solid relationships with internet behemoths like Microsoft, Google and Yahoo.
Keep in mind that delivery rates are a combination of both how the email service provider ensures delivery to inboxes on the backend and how you use the service, so be sure to ask for any resources they offer on best practices for content and list management.