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ESP Evaluation: 3 Factors to Consider When Comparing Solutions

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Brands are upgrading their advertising instruments in an effort to enhance buyer lifetime values, discover new methods to leverage knowledge, and enrich their clients’ journeys. An (*3*) calls for extra from manufacturers—all whereas C-Suite executives carefully watch their backside traces. Needless to say, the stress for entrepreneurs to carry out has by no means been increased!

A latest survey of executives discovered that 85% of decision-makers from main manufacturers felt they’ve a two-year window to bear a profitable digital transformation earlier than taking a considerable monetary hit. Atop that lengthy checklist transformation to-dos? Upgrading their email service supplier.

Email stays a key driver of the shopper expertise, however too many manufacturers are settling for much less with platforms with restricted performance. Why, you ask? That’s as a result of an ESP analysis is usually a big enterprise. 

Upping the Email Ante

The capabilities of recent ESPs have superior far past their predecessors and our ESP analysis information is meant to assist entrepreneurs who’re in search of new options.

Recently we launched a foundational information for choosing a contemporary ESP, during which we explored key areas the place fashionable ESPs vastly surpassed entry-level and legacy suppliers. 

Now, we’re following that information up with a sophisticated ESP analysis useful resource to make sure you’re in a position to confidently select a contemporary ESP that’s proper on your group. We’ve primarily reverse-engineered the request-for-proposal (RFP) course of by supplying you with the precise questions to ask distributors so your staff can flip email advertising goals into realities. 

How to Determine ESP Function From Fiction presents a easy framework for serving to entrepreneurs by means of an ESP analysis. Make certain you’re contemplating these three key elements to higher perceive how ESP options can really enhance your day-to-day work and considerably enhance advertising ROI.

This ESP analysis information breaks down every of the next three elements, explaining why they matter to long-term efficiency and how one can gauge an answer’s effectiveness when demoing.

1. Flexibility

Flexibility encompasses an ESP’s capacity to function efficiently inside your present know-how atmosphere. ESP flexibility goes past integration alone and characterizes how readily the platform ingests, prompts, and feeds again knowledge all through your broader MarTech stack.

2. Usability

Usability speaks to an ESP’s marketing campaign administration capabilities and the levels to which your staff can effectively create and launch compelling email campaigns.

3. Productivity 

Productivity represents the “true value” every ESP has to supply. It’s simple to consider an ESP on value alone—assume previous this and assess how every resolution impacts your time and dependencies on each advertising and technical assets.

ESP Evaluation: Upgrade Your Experience

Exceeding the evolving calls for of right now’s shoppers requires insightful, behaviorally-responsive advertising experiences that ebb and circulation with a person’s altering preferences. And it begins with email.

If you’ve been contemplating how impactful shifting onto a brand new ESP may very well be, it’s time to cease questioning—the time for motion is now! We’ve bought the assets you want to decide whether or not it’s time to improve, consider your choices, and migrate onto your subsequent ESP.

Download the ESP analysis information right now to decide operate from fiction and begin controlling your email advertising future. 

Download Iterable's ESP comparison guide

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