Recently, the first edition of the Email Marketing Software Buyer’s Guide was released. The very comprehensive research for selecting ESPs shows more than 400 data points in 14 categories. Brands can use it to compare and select their best-fit email marketing and marketing automation vendor.
We as ExpertSender are very delighted to be featured in the report.
Jordie van Rijn, one of the co-writers of the report and Email Marketing technologist, shares a critical insight: Base your choice on your own 20%.
What you should be basing your ESP selection on
ESP selection time is the moment to be honest with yourself. The tool and supplier need to fit to what you intend to do with it and what your organisation deems important. Describe what you will do in the coming 12 – 24 months. I mention 12-24 months, because if you are not going to do it in the first two years, little chance that you will after that.
More functionality isn’t better. Of course it is nice to know the supplier has room for growth, but 80% of the users, only use 20% of the tooling intensively. Let me emphasise that:
Most likely, you will only use 20% of the tooling intensively. This is a reality. So make sure your selection is based on your 20% and that those functions are completely like you need and want them. You can write those wishes down in normal language and later distil a shorter description, making it a requirement and decision point in a selection.
For instance, we asked about segmentation and the ability to re-activate dormant pieces of the database. A large part of the vendors (87%) allows segment on user inactivity in one form or the other, but where one ESP makes it a priority to do so and make it easy, the other makes similar activities painfully hard. 57% said there was a scoring mechanism available for user engagement. This shows that going just one level deeper with your questions to future vendors will already help to make a better selection.
Email Marketing Software Buyer’s Guide short:
- A guide for the RFP and purchase process
- A Side-by-side comparison with item-by-item view of the functionalities
- 330 pages
- 111 vendor profiles with in-software screenshots and contact information
- Marketoverview and marketstatistics
All companies are software companies.
Jordie van Rijn: “For every sender it is important to find the right match, but the market is pretty non-transparent especially for marketers that haven’t done any selection before. Online marketing is an essential piece of the marketing mix and the tools do determine part of the success. You can even say that all companies are software companies these days.