There are those ESPs that always seem to be in the limelight\u2026you know, those bigger-than-life companies with marketing budgets that can fund user conferences resembling rock concerts and technology stacks beyond compare.
\nBut does that mean biggest is best? Not at all. In fact, a mid-market ESP can be the right-sized ESP for many organizations.<\/p>\n
A mid-market email service provider<\/a> is admittedly the hardest to define because of the variety of companies within that space. You\u2019ll find that not only the features offered vary widely, but so does the level of expertise and the degree of customer service. In general, however, a mid-market ESP can handle large email volume, so that\u2019s not an issue when choosing between mid market and top tier. <\/p>\n Don\u2019t assume that the smaller size or lesser-known brand automatically mean these vendors are limited in their ability to meet your needs. The capabilities of these email service providers might surprise you once you start digging into them. With all the recent acquisitions in the space, many of these mid-market ESPs are positioning themselves as enterprise-level solutions and signing up enterprise-level customers as they fill in the gap. <\/p>\n In general, a mid-market email service provider will be capable of helping you with sophisticated email marketing programs. They will typically have a couple of big brands on board, despite not being a big brand themselves. <\/p>\n This variety, however, means you need to have a really good handle on your requirements \u2014but that should be a given before comparing ESPs anyway. <\/p>\n In fact, you might be drawn to a top-tier ESP because of the bells and whistles<\/a> and brand recognition. Be wary of that. It\u2019s your requirements<\/a> that should drive your decision first and foremost. These include your current requirements as well as your projected future ones. <\/p>\n On the other hand, nor should you be looking at a mid-market ESP because you think it will be cheaper. I\u2019m not saying you will or won\u2019t save money going with a mid-market vendor. I am saying price shouldn\u2019t be the driver. Getting your requirements met is the driver, and ensuring you\u2019ll achieve your intended ROI is a close second. That means the size of the ESP matters less than their ability to deliver what you need\u2014and admittedly for a price that won\u2019t significantly impact your ROI. It\u2019s a balance between being focused on ROI and how you achieve it vs. saving money with a cheaper solution. <\/p>\n Or you might be tempted to go with the popular platform because you feel as if there\u2019s a certain security in doing so–going with the proven player–but there could be another platform that has an interface you like even more, or that offers better customer support\u2014and many mid-market solutions are just as stable and capable as the better-known brands. <\/p>\n Keep your eye on what your needs are and find the best fit, rather than think the biggest is the best. The big companies are successful for a reason, but that doesn\u2019t necessarily translate into being the best fit for every single customer\u2014or you. <\/p>\n Even if some of your needs are enterprise-level, that doesn\u2019t necessarily mean you need an enterprise-level ESP, because the mid-market ESPs continue to evolve in capabilities<\/a> and offer solutions able to meet some of the needs of enterprise-sized clientele. <\/p>\n In fact, sometimes the mid-market email service provider is actually a better fit for the bigger company because they can be more agile and responsive to business needs. For example, a smaller ESP might be more willing and able to offer customization of their platform than a top-tier ESP that is locked into a technology roadmap, or that has a backlog of projects that means the needed customization can\u2019t happen within the necessary timeframe. And remember: The size of your email program doesn\u2019t have to dictate the size of your ESP. <\/p>\n The increasing specialization of email service providers is also something to consider as a reason to choose a mid-market ESP. Many of these ESPs are no longer trying to be everything to everybody. Instead, they are finding niches that can give them a competitive edge. For example, Bronto has focused on retail, and dotMailer on Magento ecommerce integration. These email service providers are wisely setting themselves apart with vertical niche expertise\u2014and that can greatly benefit you.<\/p>\n This specialization also leads to easier integrations. Although a custom integration that\u2019s only done for one client can be a pricey endeavor, an integration needed by many clients served by a niche ESP justifies making these integrations plug-and-play. <\/p>\n Despite the many benefits of a mid-market ESP, the variety mentioned earlier can make it a challenge to find the right one. This is the most crowded field of ESPs out there, and this is where you\u2019ll find email service providers with features all over the map. <\/p>\n This is also where doing your homework upfront will make a huge difference. Having an accurate and reasonable requirements list combined with the self-discipline to adhere to it will help you quickly narrow down your list<\/a> to just those mid-market ESPs that might make a good fit. <\/p>\n There are times, however, when a smaller ESP won\u2019t do. After all, your right size is not based on your company size. Rather, it’s based on the size and complexity of your email marketing program. Yours might be a mid-sized company, but with a massive send volume, complex segmentation, and a need for visual email analytics. In that case, it could well be that the ESP for you is the enterprise-level one.<\/p>\n You also need to take into account projected (or potential) growth. If you’re anticipating rapid growth in the next two years or so, consider moving up to the next size ESP so you don’t quickly outgrow your email partner and potentially stifle that growth.<\/p>\n That said, just because they don\u2019t enjoy the same brand recognition (yet) doesn\u2019t mean you should discount the mid-market players. Many of the more successful ones continue to enhance their systems and to look, act and feel more like enterprise solutions. <\/p>\n<\/span>Price is NOT a reason to choose a mid-market ESP<\/span><\/h2>\n
<\/span>Mid-market ESPs are sometimes better able to meet big business needs<\/span><\/h2>\n
<\/span>Mid-market ESPs are specializing\u2026<\/span><\/h2>\n
<\/span>\u2026and offering out-of-the-box integrations<\/span><\/h2>\n
<\/span>Choosing among mid-market ESPs can be a challenge<\/span><\/h2>\n
<\/span>Signs you need a top-tier ESP<\/span><\/h2>\n