At first glance it may seem as though the email provider marketplace is developmentally stagnant. Most ESPs do the same stuff, so scalability and price become determining factors. The truth, however, is that good email software providers see the relatively stagnant feature development and jump at the opportunity. The result is that ESP shoppers must dig deeper when it comes to email vendor selection because the points of differentiation between ESPs are more subtle and precise than ever. The good news is that the benefits that may seem buried deep within a software platform are worth digging for because the difference they make is enormous.
As usual, with every direct digital marketing consideration, the story starts with data. While blast emails are simple to produce, execute, and measure, the data is vital for more targeted and triggered email programs where personalization should also be an important component. The data is where ESP shoppers should begin their line of questioning.
What most ESPs do a very poor job of is capturing data native to the platform. The superficial but important data points are all accounted for - like click through rate, etc. - but capturing and storing behavioral data natively to an email platform is where the next wave of functionality separates great email providers from the market standard.
Does your small or medium-size business need a new phone system? Then you're in luck! Our new, updated comparison guide helps you cut through superfluous information and narrow down your list of solution providers. Get the latest data on phone system features, pricing, and performance metrics in an easy-to-use format. more
The holiday season is filled with frenzy and excitement for businesses and consumers alike. Consumers prepare gift lists, compare brands and prices, and begin shopping with a vigor that is not present most other times of the year. For many businesses, the holiday season accounts for a large profit bump at the end of each year, and companies strive to exceed their goals and keep customers happy during this rush late in the year. more
There are a lot of possible reasons you might want to switch to a new phone system. The old one might cost too much or be too troublesome to operate and maintain. It might not be flexible enough. It might not be reliable enough. Or it just might not have the kinds of features and capabilities that you need in today’s competitive business climate. more