Making the Switch: Things to Consider When Evaluating a New Email Service Provider

#BHWeb

TODAY’SAGENDA

• Introductions• Should You Switch ESPs?• 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’ve affected 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 not available.

•Your ESP has recommended changes to your sending practices to improve deliverability, but you haven’t implemented them.

RFP VS VENDOR SHORTLISTThe RFP Process

Pros Cons

May help standardize comparison across vendors

Complicated; questionable value

Increase visibility/buy-in Time consuming

Costly

Can’t measure service

RFP VS VENDOR SHORTLISTVendor Shortlist

Pros Cons

Targeted Limited scope

More efficient Comparison may be less standardized

Cost-effective

Better gauge on service

OPTIMIZING THE RFP PROCESS

RFP 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 PROCESS

You Need to Know About RFP Participants:

•Platform: Usability, Reliability, Security

•Product Functionality: Data Intelligence/Integration, Automation, Transactional Email, 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 PROCESS

Be Prepared•Weight high-level needs & critical success factors on a 1-5 scale.•Create a scorecard against which you will evaluate the field of vendors.•Don’t include requirements that you won’t be ready to use within the next 18 months or less

OPTIMIZING THE RFP PROCESS

Don’t Rush•Allow at least two weeks to respond.•Build in time for vendor questions. Share answers with all participants.•DO spend time expanding your search beyond vendors you know. Ask ESPs their top competitors.•DON’T spend time on system demos until you've narrowed your list.

OPTIMIZING THE RFP PROCESS

Ask the Right Questions•Ask open-ended questions, not yes/no or multiple choice.•Differentiate on the factors that initiated your desire to switch.•Request a migration plan on how the new vendor will shift from old.•Ask: What else should we be doing with our program/your platform?

OPTIMIZING THE RFP PROCESSWWW.ESPINATOR.COM

TRANSITION& RISK MITIGATION

TRANSITION & RISK MITIGATION

Risk 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 PARTNERSHIP

Do 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 by mapping out short, mid, and long-term program goals.

CONTINUE THE CONVERSATION

#EMAILCHATHosted by BlueHornet

Tonight, 6pm PST/9pm ESTTopic: Creating an Email RFP

LIVE Q&A

QUESTIONS?

THANK YOU

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