{"id":11058,"date":"2015-10-15T07:04:48","date_gmt":"2015-10-15T05:04:48","guid":{"rendered":"https:\/\/www.emailvendorselection.com\/?p=11058"},"modified":"2015-10-15T07:04:48","modified_gmt":"2015-10-15T05:04:48","slug":"comparing-esps-forget-apples-to-apples-do-this-instead","status":"publish","type":"post","link":"https:\/\/www.emailvendorselection.com\/comparing-esps-forget-apples-to-apples-do-this-instead\/","title":{"rendered":"Comparing ESPs? Forget Apples to Apples\u2014Do This Instead"},"content":{"rendered":"

Comparing email service providers can be a little bit like shopping for a new car when you don\u2019t have a certain make and model in mind. Buying a \u201ccar\u201d can mean buying anything from a huge SUV to a sporty convertible to a tiny Fiat. They all get you places, and use an engine and four wheels to do so. But beyond that, you\u2019d hardly try and do a comparison between an SUV and a little compact, right? It would be like comparing apples to oranges.<\/p>\n

And so it can be with an email service provider comparison too. You\u2019re not looking at a bunch of apples, but rather a whole fruit basket, and ever more so as ESPs start to specialize<\/a> in order to differentiate themselves to own a piece of the market. <\/p>\n

So don\u2019t even try to do an apples-to-apples comparison when doing an email service provider comparison because it won\u2019t work. Instead of focusing on that kind of side-by-side ESP matchup, you should be looking internally at what you really need, then looking for ESPs that can meet that need. Doing so will streamline your RFP process\u2014or possibly even do away with it<\/a>. It will save you time and hassle and get you a better fit when you do make your selection.<\/p>\n

\"Start

Start with the right mindset before comparing anything<\/p><\/div>\n

<\/span>Figure out what matters to your organisation<\/span><\/h2>\n

I can\u2019t emphasize enough the importance of looking internally first, before ever looking at email service providers. It is just too darn easy to get caught up in bells, whistles and shiny things<\/a> because that\u2019s all exciting compared to the pedestrian tasks you need to be able to do. But it\u2019s those everyday dull duties that provide the backbone for your email marketing program. <\/p>\n

And doing an RFP so early in the process means there\u2019s a good chance you\u2019ll be doing a time-consuming and costly RFP<\/a> that only creates more work for you upfront, not less. <\/p>\n

So let\u2019s table that RFP for now, okay? Instead, let\u2019s focus on figuring out what you really need from your email service provider. Let\u2019s make a requirements list that takes into account all of the following questions: <\/p>\n