Managing the Email Marketing Vendor Selection Process

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Presentation delivered at MarketingSherpa Email Marketing Summit 2008 on how to select the best email marketing vendor for your company. If you want the excel file with the vendor selection matrix, email me.

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  • Identified the problem Mapped the current process Mapped the future process Identified, ranked and prioritized key features Selected vendors Calculated ROI (business case) Got support from Sales Presented to CEO
  • Managing the Email Marketing Vendor Selection Process

    1. 1. Managing The Vendor Selection Process Daniel Kuperman, MBA PMP, Director of Marketing Quadrant Software, Inc. [email_address] Monday, February 25, 2008
    2. 2. Quadrant Software <ul><li>Leading document management solution provider for the IBM System i (iSeries / AS 400). </li></ul><ul><li>Provider of Paperless Process Management Solutions. </li></ul><ul><li>Privately held, founded in 1990 </li></ul><ul><li>HQ in Tampa, FL; Technical dept in Boston, MA. </li></ul><ul><li>Marketing dept comprised of 4 full time + 2 part time employees. </li></ul>© 2008 MarketingSherpa Inc. This presentation is not for distribution. Thank you.
    3. 3. Our Challenge <ul><li>Small department, big ambitions </li></ul><ul><ul><li>Responsible for lead generation </li></ul></ul><ul><ul><li>In-house development of all collateral, print and online ads, coordination of trade shows and events and email marketing </li></ul></ul><ul><li>Purchased an email solution 5 years ago and have outgrown it </li></ul><ul><ul><li>Need for better segmentation </li></ul></ul><ul><ul><li>Need for better reporting </li></ul></ul><ul><ul><li>Problems with internal IT </li></ul></ul><ul><ul><li>Time-consuming process for creating and sending out emails </li></ul></ul>© 2008 MarketingSherpa Inc. This presentation is not for distribution. Thank you.
    4. 4. ‘ Old’ Email Deployment Process © 2008 MarketingSherpa Inc. This presentation is not for distribution. Thank you. <ul><li>Average Effort per Year: </li></ul><ul><li>15 hours for newsletter set up </li></ul><ul><li>100 hours for webcast set up </li></ul><ul><li>12 hours for trade show email set up </li></ul>
    5. 5. The Eye-Opening Experience © 2008 MarketingSherpa Inc. This presentation is not for distribution. Thank you.
    6. 6. Goal for New Email Software <ul><li>Reduce manual tasks in order to increase team’s productivity </li></ul>© 2008 MarketingSherpa Inc. This presentation is not for distribution. Thank you.
    7. 7. Vendors Researched © 2008 MarketingSherpa Inc. This presentation is not for distribution. Thank you.
    8. 8. Revised Goals for Email Software <ul><li>Reduce manual tasks in order to increase team’s productivity </li></ul><ul><li>Improve the way in which we segment our list in order to deliver targeted messages to our customers and prospects </li></ul><ul><li>Track responses and generate concise reports that gives us a 360 o view of marketing campaigns, results and ROI </li></ul>© 2008 MarketingSherpa Inc. This presentation is not for distribution. Thank you.
    9. 9. ‘ New’ Email Deployment Process © 2008 MarketingSherpa Inc. This presentation is not for distribution. Thank you. <ul><li>Average Effort per Year: </li></ul><ul><li>15 hours for newsletter set up </li></ul><ul><li>100 hours for webcast set up </li></ul><ul><li>12 hours for trade show email set up </li></ul>3 23 2
    10. 10. Email Marketing Project © 2008 MarketingSherpa Inc. This presentation is not for distribution. Thank you. Problem Current Process Future Process Features List ROI Sales Buy-in Present Vendor Selection
    11. 11. Feature Comparison <ul><li>Assign a weight for each feature </li></ul><ul><ul><li>Must Have = 3 </li></ul></ul><ul><ul><li>Nice to Have = 2 </li></ul></ul><ul><ul><li>Don’t Care = 0 </li></ul></ul><ul><li>Compare each vendor’s feature against your usage of the feature </li></ul><ul><ul><li>Doesn’t Comply = 0 </li></ul></ul><ul><ul><li>Complies with modifications or additional customization = 1 </li></ul></ul><ul><ul><li>Complies fully = 2 </li></ul></ul><ul><ul><li>Complies fully and beyond = 3 </li></ul></ul>© 2008 MarketingSherpa Inc. This presentation is not for distribution. Thank you.
    12. 12. Comparison Matrix © 2008 MarketingSherpa Inc. This presentation is not for distribution. Thank you.
    13. 13. Lessons Learned <ul><li>Often times vendors do not know how to sell </li></ul><ul><li>YOU have to take control of the process and requirements </li></ul><ul><li>Clear requirements is imperative </li></ul><ul><li>Make sure you understand what features are must vs. nice to have </li></ul><ul><li>Get your team onboard – especially if they will be using the software </li></ul><ul><li>Get references and speak to them </li></ul>© 2008 MarketingSherpa Inc. This presentation is not for distribution. Thank you.
    14. 14. Additional Thoughts <ul><li>Getting buy-in from Sales or other departments may help build your case </li></ul><ul><li>Ask questions and get details from the vendors – make sure you match the answers to your process </li></ul><ul><li>Even if using a ‘matrix’ to compare features, use good judgment and take into consideration the ‘soft’ characteristics of a product/company </li></ul><ul><li>Take control of the vendor selection process by: </li></ul><ul><ul><li>Knowing what you want </li></ul></ul><ul><ul><li>Asking what you need </li></ul></ul><ul><ul><li>Understanding how it all fits with your goals and processes </li></ul></ul>© 2008 MarketingSherpa Inc. This presentation is not for distribution. Thank you.
    15. 15. Credits/Thank You <ul><li>Daniel Kuperman, MBA PMP </li></ul><ul><li>Director of Marketing </li></ul><ul><li>Quadrant Software </li></ul><ul><li>[email_address] </li></ul><ul><li>813-971-9500 ext. 320 </li></ul><ul><li>Questions? </li></ul>© 2008 MarketingSherpa Inc. This presentation is not for distribution. Thank you.

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