Making the Switch: Things to Consider When Evaluating a New Email Service ProviderPresentation Transcript
TODAY’S • Introductions • Should You Switch ESPs?AGENDA • Managing the RFP Process • Mitigating Transition Risks • Starting Your New Partnership • Live Q & A
SHOULD YOU SWITCH?Change is never easy•Stability•Good fit•Room to grow (together)
SHOULD YOU SWITCH?It Might Be Time to Switch ESPs if…•Your email list has grown—or it hasn’t grown!•You’re ready to automate.•You’re ready to integrate.•You need some strategy.•You’re learning about deliverability issues after they’veaffected program performance and revenue.
SHOULD YOU SWITCH?It Might Not Be Time to Switch ESPs if…•You haven’t tried out your ESPs new features.•Your account team tries to meet with you, but you’re notavailable.•Your ESP has recommended changes to your sendingpractices to improve deliverability, but you haven’timplemented them.
RFP VS VENDOR SHORTLIST The RFP Process Pros ConsMay help standardize Complicated; questionablecomparison across vendors valueIncrease visibility/buy-in Time consuming Costly Can’t measure service
RFP VS VENDOR SHORTLIST Vendor Shortlist Pros ConsTargeted Limited scopeMore efficient Comparison may be less standardizedCost-effectiveBetter gauge on service
OPTIMIZING THE RFP PROCESSRFP Participants Need to Know About You:•Current Program: What are you doing now with email?•Bandwidth/Capacity: What resources does it require?•Your Market(s): What audiences do you serve?•Success Metrics: What do you measure?•Pain Points: What do you need most and why?
OPTIMIZING THE RFP PROCESSYou Need to Know About RFP Participants:•Platform: Usability, Reliability, Security•Product Functionality: Data Intelligence/Integration, Automation, TransactionalEmail, Reporting, APIs•Deliverability: Services, Engagement, Support•Business Requirements: Training, Enterprise Needs, Legal, Trial Accounts,Customer Service/Support•Scalability & Vision: 3rd Party Integrations, Roadmap, Professional Services
OPTIMIZING THE RFP PROCESSBe Prepared•Weight high-level needs & critical successfactors on a 1-5 scale.•Create a scorecard against which you willevaluate the field of vendors.•Don’t include requirements that you won’t beready to use within the next 18 months or less
OPTIMIZING THE RFP PROCESSDon’t Rush•Allow at least two weeks to respond.•Build in time for vendor questions. Shareanswers with all participants.•DO spend time expanding your searchbeyond vendors you know. Ask ESPs their topcompetitors.•DON’T spend time on system demos untilyouve narrowed your list.
OPTIMIZING THE RFP PROCESSAsk the Right Questions•Ask open-ended questions, not yes/no ormultiple choice.•Differentiate on the factors that initiated yourdesire to switch.•Request a migration plan on how the newvendor will shift from old.•Ask: What else should we be doing with ourprogram/your platform?
OPTIMIZING THE RFP PROCESS WWW.ESPINATOR.COM
TRANSITION& RISK MITIGATION
TRANSITION & RISK MITIGATIONRisk Avoidance Tactics:•Look To Your New ESP Partner for Support•Know Your New IP Address•Tech Support AND Account Management•Don’t Forget Your Data!
STARTING THE NEW PARTNERSHIP
STARTING THE NEW PARTNERSHIPDo These Three Things to Start & Stay Strong:1. Invest time in the relationship.2. Stay current on your new platform’s features.3. Leverage strategic services more effectively bymapping out short, mid, and long-term programgoals.
CONTINUE THE CONVERSATION#EMAILCHATHosted by BlueHornetTonight, 6pm PST/9pm ESTTopic: Creating an Email RFP