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Valueleaf.com
Choosing an Email Service Provider (ESP) for your Business
Emails have been the most preferred platform for marketers
from extensive industries for nurturing the existing clientele and
attracting new customers. Total emails sent and received per day in
2015 was 204 billion, steady with a yearly growth rate of 3%. With
such a huge count and engagement, if you do not have an email
marketing strategy, then you are already lagging behind.
Valueleaf.com
Choosing an Email Service Provider (ESP) for your Business
Choosing the right ESP (Email Service provider) is one of the
most vital decisions you will embark in whole of your marketing
career. There are several components to be considered before going
on a hunt for an ideal ESP for your businesses.
Valueleaf.com
Choosing an Email Service Provider (ESP) for your Business
Audience:
Understanding the opportunity and scope of your needs
on the basis of your industry is very important before you start to
look for an ideal ESP. Once you have successfully determined your
audience, these are the essential metrics to look for; in a potential
Email Service provider for your businesses.
Valueleaf.com
Choosing an Email Service Provider (ESP) for your Business
Target Distribution List:
On the basis of Emails to be sent for nurturing
new leads, or educating on-going leads, or follow up emails to the
first, second or third order are to be appropriately identified.
Valueleaf.com
Choosing an Email Service Provider (ESP) for your Business
Support tools:
Depending on how large or small your target distribution
list is, you need to employ the necessary support tools in order to
identify and lay out the appropriate tools in accordance with your
business and audience’s needs.
Valueleaf.com
Choosing an Email Service Provider (ESP) for your Business
Subscribers: Your E-mailer target should be split up accordingly based on
whether the audience are existing customers or new on-boarding consumers.
Existing customers: Informative mails that nurture the clientele with
educative content, or mails like birthday or anniversary templates are also to
be dynamically designed.
On-boarding customers: If your customers are new and on-boarding,
welcome mails and introductory mails can be tailored statically at ease.
Valueleaf.com
Choosing an Email Service Provider (ESP) for your Business
Target Demographic:
Good knowledge and research on the target demographic
can help to shape your mailer strategy in accordance.
Valueleaf.com
Choosing an Email Service Provider (ESP) for your Business
HOW COMPOSITE IS YOUR BUSINESS
The need of determining the complexity of your business is
mandatory. Your business has just started up and learning the ways to
communicate with your consumers?, or your business is well grown
and you are discovering ways to improve your marketing ROI and
efficiency?
Valueleaf.com
Choosing an Email Service Provider (ESP) for your Business
Here are some factors that could be considered on choosing the best Email
Service Provider for your business, yielding a better Email marketing efficiency
Email Marketing Platform: With the ESP’s offering extensive pricing structures,
it is essential to make a financially and strategically wise decision depending
upon the size and shape of your business since the start, as the prices increase
when your subscriber count goes up. If you are a start-up with small database,
consider choosing a Service provider who offers a monthly subscription cost
depending upon your subscriber count.
Valueleaf.com
Choosing an Email Service Provider (ESP) for your Business
Email Automation:
Industries like E-Commerce can grab the most out of the
automated Emails with static layouts setting out for a large database,
and also can be dynamically initiated whenever your website is
updated with events, new product announcements and blog posts.
Valueleaf.com
Choosing an Email Service Provider (ESP) for your Business
Testing methodologies:
If you are a new business and looking for best and efficient consumer
interaction for your industry, the optimal way is to choose your two
best content and contextual templates, and executing the campaigns
to two equally potent lead lists and tracking the performance through
appropriate reporting techniques like A/B testing.
Valueleaf.com
Choosing an Email Service Provider (ESP) for your Business
Tracking and reporting:
The best optimal result from your email marketing
efforts can be achieved by tracking every metrics in the email
campaigns and tying them in an efficient way to achieve your specific
goals. Some of the essential metrics to be tracked and reported are
Valueleaf.com
Choosing an Email Service Provider (ESP) for your Business
The Click-through rate (CTR): Total number of recipients who clicked one or
more links contained in the sent mail.
Conversion Rate: The number of recipients cleared the CTR process and clicked
the link to complete the desired action.
Email forwarding or Sharing rate: These are very potential audience who are
interested in your brand, forwarding the emails and clicking the social media or
other shareable CTA buttons provided in the Emailers.
Valueleaf.com
Choosing an Email Service Provider (ESP) for your Business
Bounce rate: It indicates the percentage of Emails sent, but could not be delivered
successfully to the recipient base. There are two possible types namely Soft bounces, which
is a temporary problem with a valid email address and Hard bounces, an important metric to
be noted which indicates invalid or deleted email addresses.
Unsubscribe rates: Higher the people opt out of your Emailers, the unsubscribe rates are
high, hence showing an improper target-market research.
Engagement rates: The engagement time of your audience base clearing the conversion rates
and going through your landing pages and websites can be tracked and reported for further
betterment of your websites and landing pages.
Valueleaf.com
Choosing an Email Service Provider (ESP) for your Business
Customizing your content:
Relevant content customization is very essential
depending upon the segmented audience, yielding a better
customer-interaction potential and engagement rate.
Valueleaf.com
Choosing an Email Service Provider (ESP) for your Business
CRM capabilities:
Segmenting your lead list with respect to CRM qualities
such as using the contact data and lead scores to better identify their
behaviors, engagement and interests for the best nurture, advance and
closing on deals with the customer base.
Valueleaf.com
Choosing an Email Service Provider (ESP) for your Business
Life-cycle capabilities: Segmenting the audience on the basis of
behaviours, interactions, demographic, history and more factors
are to be set; and the advancement in ESPs now make the life cycle
capabilities easier with ability to adjust and move the contact data
and to trigger actions at ease with the site visits and SMS
interaction.
Valueleaf.com
Choosing an Email Service Provider (ESP) for your Business
EXTENT OF SERVICES AND FEATURES FROM AN IDEAL ESP
Not all the Email service providers offer the same level of service. Some provide the basic tools with a less price tag, and some offer advanced tools with content as well as contextual optimization services with various options at an additional cost.
For More Articles – Visit: http://valueleaf.com/blog
Valueleaf.com
Choosing an Email Service Provider (ESP) for your Business
Test, measure, learn and reproduce your Email campaigns
continuously in-order to achieve inclining results, understanding the
magnificent potential behind your Email marketing and benefiting the
maximum out of your time, efforts and investment.
For More Articles – Visit: http://valueleaf.com/blog
