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Choose the Right Email Marketing Vendor

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B2B companies need more than just a data vendor; they need an end-to-end digital marketing service provider. …

B2B companies need more than just a data vendor; they need an end-to-end digital marketing service provider.
Segmentation and personalization of your prospective customers are the key factors in determining the success of your marketing campaign.

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  • 1. Choosing the Right Email Marketing VendorTHE ART OF SERIES PART 3 © 2012 Info Checkpoint, Inc. All rights reserved.
  • 2. Rev Your ROMI Maximize Your Marketing ROI? Choosing the First Phase An Ideal Email Right Email Marketing Vendor Marketing Vendor Define Your Needs Profile Recognize Your Prospects Identify Your Success Criteria Narrow Down the List Second Phase Evaluate Your It Is Not the Prospects Provides You Lowest Bid that with 360 Degree, Request for Wins, It Is The Proposal (RFP) Analytical Vendor That Meets View of your Your Criteria Assess, Negotiate Target Market The Best! and SelectWould you like to Rev Your ROMI?Or Maximize Your Marketing ROI?What you need is not just a data vendor; you need an end-to-end digital marketing service provider.Segmentation and personalization of your prospective customers are the key factors in determining © 2012 Info Checkpoint, Inc. All rights reserved.
  • 3. the success of your marketing campaign. Described ahead is a snapshot of the process you couldadopt in choosing the right email marketing vendor.First PhaseDefine Your NeedsIdentify the initial, proposed budget and timelines for each phase of the search process.Recognize Your ProspectsShortlist and review at least 10 to 20 companies if you wish to choose between 2 to 3 bids. Study theprospective companies through the Internet, industry websites, publications and referrals.Identify Your Success CriteriaMake a pre-qualifying call. Consider your current core focus, key clients, expertise accessible andbasic cost structure.Narrow Down the ListScreen the list of companies and narrow it down to a select few to identify those companies that areworth spending more time and effort pursuing.Second PhaseEvaluate Your ProspectsProceed to examine selected list of vendors in detail. Meet representatives in person. Should theconversation become complex refer to your criteria list, this will help you focus on addressing andevaluating vendor offerings against your requirements. Developing a rating scale will enableassessment of vendors objectively.Request for Proposal (RFP)post evaluation would be the right time to request vendors to submit a proposal with the quotations. Ifyour requirement is complex, you could design a RFP and ask service providers to answers specificquestions. Here are some pointers to design a successful RFP, one that will help you in the evaluationŸ Ask for responses in a desired format (including pricing sheets) to identify answers you desire easilyŸ Ask specific questions based on your success criteriaŸ Divulge as much as information possible in order to provide them with a specific idea of your plan. © 2012 Info Checkpoint, Inc. All rights reserved.
  • 4. Details such as timelines, budget, desired results, reporting, monitoring and measuring requirements.Ÿ Value their time. If you are disorganized, uncertain and too demanding, vendors may perceive you as a difficult client and possibly quote a higher amount.Assess, Negotiate and SelectThe final and most important phase is assessing your bidders. Negotiate with them if you have twominds about more than one vendor. Maintaining an objective rating scale will make it easy for you toevaluate and identify the best suited vendor.Finally, select the best suited service provider taking into consideration they should be able to supportyou throughout the process of the project. The right marketing vendor plays a big hand in enablingbusiness intelligence and increasing your marketing ROIs and revenues. Gain a power packed database and revolutionize your ROI with Info CheckPoint © 2012 Info Checkpoint, Inc. All rights reserved.