Comments on: How to select the ESP with the best email segmentation module

By: Ankit Prakash

Ankit Prakash — Sat, 20 Feb 2016 17:34:00 +0000

Absolutely, segmentation is a must and very first requirement for Marketing Automation. Apart from segmentation, email tags and auto population of emails based on subscriber actions with past email campaigns plays major role.

By: Marcin Chruszcz

Marcin Chruszcz — Fri, 19 Feb 2016 11:42:00 +0000

Hi Saul,
thank you for the feedback. I totally agree with you. Marketers might be tempted by the number of features vendor offer, but usually they don’t even need them. That’s why I emphasized the importance of realizing the needs at the beginning of vendor selection process.
I think that in marketing automation knowing the plan is essential. Different scenarios require different approaches and tools, so making sure that potential vendor provides everything needed to support automation plan, can save a lot of time and money.
Marcin

By: Saul Gowens

Saul Gowens — Wed, 17 Feb 2016 19:38:00 +0000

Hi Marcin,
I think the most important point in this article must be there is ‘no marketing automation without segmentation’.
Data management is increasingly becoming a core component of email marketing. Yet too many users fail to appreciate the complexity of this process. I understand the need to ‘just have it’ but it’s more important that that.
In my experience (running a marketing automation platform) I’d stress that before starting your selection process, you need to have a clear idea of your plan, your existing systems, and the data you collect.
Get that mapped out, and you’ll ensure that you’ll be asking the right questions, and you’ll pick the right vendor. It will also stop you from getting blinded by irrelevant widgets that might look cool, but add $$$ to the price, and… let’s face it you’ll never use the damn thing.
Saul
Founder, Websand.co.uk