While selecting an ESP for your Business, Users should look if ESP will provide marketing automation, mobile and app analytics, SMS/MMS integrations and multimedia support or not. They should also look if ESPs will provide customizable responsive templates or not. They should also confirm if the Email Marketing Service Provider supports HTML Validation Features or not & Will they check or Spam Checks or not.

1. ELEMENTS THAT REQUIRE CRITICAL
EXAMINATION WHILE CHOOSING AN
ESP (Part II)
“Choice is easy task once you
prioritize it.”

2. PONDERING OVER MORE
CONSIDERATIONS
 By now, you will have analyzed an ESP on a
surface level and even beyond eliminating a
great many of them.
 Still some more finer details has to be
considered to arrive at the best decision. Let’s
continue and discover how one can prioritize
your choices to arrive at it.

3. WHAT ARE THE UNIQUE FEATURES OF
THE ESP
 Many unique features related to email
composition, segmentation and personalization, e-
commerce, web analytics etc. will be offered by
the leading ESPs.
 Information regarding other advanced features
like marketing automation, mobile and app
analytics, SMS/MMS integrations and multimedia
support are to be checked for based on their
product roadmaps.

4. HOW IS THE CAMPAIGN COMPOSING
EXPERIENCE
 Does the platform offer easily customizable
responsive templates with handy template building
features ?
 Does the platform has HTML validation features,
spam check, content scores etc. ?
 Does it auto-pick errors during campaign
composing ?

5. WHAT ARE THE ANALYTICS AND
REPORTING CAPABILITIES
Advanced analytics, instead of bare user
engagement reports is to be expected – be it
mobile apps, cross channel, other innovative
metrics – that adds user value is to be considered.
The system ability to pull out reports and ability to
generate custom reports are to be evaluated
before choosing an ESP. Both analytics data and
reports are to be expressed visually.

6. WHAT ARE THE SEGMENTATION AND
TESTING CAPABILITIES
Is the user able to generate easily configurable
segments and create personalised campaigns
based on segmentation data ?
 Does the system offers facility to execute tests
like AB split tests, distribution releases etc. with
ease and auto select winning content ?

7. DO THEY OFFER SUPPORT FOR
TRIGGERED MAILS AND E-COMMERCE
The ability of the platform to send automated and
personalised triggered mails based on real time
segmentation data is to be considered.
E-commerce tools are invaluable for growing
firms. Whether the ESP offers tools that support e-
commerce campaigns are to be evaluated before
making a choice.

8. WHAT ARE THE CUSTOMER SUPPORT
AND DATA SECURITY CLAUSES
The ESP must offer handy customer support,
training and consulting avenues for its clients, that
educates their customers and add values.
Ticketing systems must clarify customer
complaints with ease.
The data handling process by the ESP must
comply with the safest standards, and the ESP
has to ensure security of the data without any
threats for data breach.

9. THANK YOU !!

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