On Tuesday I was invited to participate on a panel at the ClickZ Email Marketing Conference on the topic of outsourcing email sending vs. keeping that chore in-house. It was a very interesting conversation that surfaced some surprising discoveries.
The main takeaways were that many marketers …
If you have been debating about whether to move to an ESP or whether to choose a new ESP, I strongly encourage you to start with a thorough program analysis. Most marketers think that the vendor must fit their offering to suit the client. But, in fact, it’s far better for the marketer to find an ESP that already fits with the client’s program needs. Instead of emailing your RFP/RFI to every ESP on the planet, look at your own operations and see which vendor can best fit with your operations.
Not sure how to start? Ask yourself the following questions:
Answering these eight questions will put you further on the road to finding the right sending infrastructure (and the needed services that come with it) than reviewing scores of RFPs ever will.
In future posts I will cover further details on the outsource vs. in-house debate and offer more information for choosing a great vendor and developing a great relationship with the one you choose.