Managing the Email Marketing Vendor Selection Process

Managing The Vendor Selection Process Daniel Kuperman, MBA PMP, Director of Marketing Quadrant Software, Inc. [email_address] Monday, February 25, 2008

Quadrant Software
Leading document management solution provider for the IBM System i (iSeries / AS 400).
Provider of Paperless Process Management Solutions.
Privately held, founded in 1990
HQ in Tampa, FL; Technical dept in Boston, MA.
Marketing dept comprised of 4 full time + 2 part time employees.
© 2008 MarketingSherpa Inc. This presentation is not for distribution. Thank you.

Our Challenge
Small department, big ambitions
Responsible for lead generation
In-house development of all collateral, print and online ads, coordination of trade shows and events and email marketing
Purchased an email solution 5 years ago and have outgrown it
Need for better segmentation
Need for better reporting
Problems with internal IT
Time-consuming process for creating and sending out emails

‘ Old’ Email Deployment Process © 2008 MarketingSherpa Inc. This presentation is not for distribution. Thank you.
Average Effort per Year:
15 hours for newsletter set up
100 hours for webcast set up
12 hours for trade show email set up

Goal for New Email Software
Reduce manual tasks in order to increase team’s productivity

Revised Goals for Email Software
Reduce manual tasks in order to increase team’s productivity
Improve the way in which we segment our list in order to deliver targeted messages to our customers and prospects
Track responses and generate concise reports that gives us a 360 o view of marketing campaigns, results and ROI

‘ New’ Email Deployment Process © 2008 MarketingSherpa Inc. This presentation is not for distribution. Thank you.
Average Effort per Year:
15 hours for newsletter set up
100 hours for webcast set up
12 hours for trade show email set up
3 23 2

Feature Comparison
Assign a weight for each feature
Must Have = 3
Nice to Have = 2
Don’t Care = 0
Compare each vendor’s feature against your usage of the feature
Doesn’t Comply = 0
Complies with modifications or additional customization = 1
Complies fully = 2
Complies fully and beyond = 3

Lessons Learned
Often times vendors do not know how to sell
YOU have to take control of the process and requirements
Clear requirements is imperative
Make sure you understand what features are must vs. nice to have
Get your team onboard – especially if they will be using the software
Get references and speak to them

Additional Thoughts
Getting buy-in from Sales or other departments may help build your case
Ask questions and get details from the vendors – make sure you match the answers to your process
Even if using a ‘matrix’ to compare features, use good judgment and take into consideration the ‘soft’ characteristics of a product/company
Take control of the vendor selection process by:
Knowing what you want
Asking what you need
Understanding how it all fits with your goals and processes

Credits/Thank You
Daniel Kuperman, MBA PMP
Director of Marketing
Quadrant Software
[email_address]
813-971-9500 ext. 320
Questions?

Managing the Email Marketing Vendor Selection Process

by Daniel Kuperman on Jan 05, 2010

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