December 15, 2021
What Should Your Email Service Provider Do For You?
There are many versions of email service providers (ESPs) out there. Trying to figure out which solution is right for you can be a daunting task. Therefore, we put together this buyer’s guide to help navigate the complex landscape and find the best tool for your needs.
In this guide, you’ll learn:
- Email marketing is still an important piece of your marketing strategy
- ESPs that integrate with your customer data apply greater degrees of personalization to your messaging
- The best ESPs will accurately track analytics to monitor and improve campaign performance
Email Marketing is Not Dead
Despite the recent changes to visibility in open rates, email marketing is still an important part of your marketing strategy. By having email marketing software that integrates with your data sources, you can add additional metrics to track your overall performance.
ESP Data Integrations are Important
The level of data integration ESPs are able to achieve is the most important factor for marketers to consider. The more data your ESP can connect with the higher degree of personalization and more likely a customer is to engage. Lack of customer data correlates with the ineffectiveness of email marketing campaigns.
Closely Monitor Campaign Metrics
Many ESP don’t offer a full picture of email campaign performance because of a lack of integrations. The best email marketing software gives a more in-depth look at how campaigns are performing within individual segments and allows for hyper-personalization to iterate on and optimize campaigns.
Want to learn more? Check out Simon’s Ultimate Guide to Email Marketing Software resource page.
