As your business grows and changes, your email marketing needs change too, and your ESP needs to keep pace\u2026or get replaced. <\/p>\n
Businesses tend to switch ESPs every 18 to 24 months, for the very reasons we\u2019ll outline in this article. What are the 6 Signs it is time for a new Email Service Provider? <\/p>\n
If you\u2019ve been with the same email service provider for more than a year and your level of frustration is rising (and your ROI is not increasing), consider these six signs that it\u2019s time for a new ESP:<\/p>\n
What might have been an efficient and useful platform in the past might not be keeping up with your company\u2019s changing needs and growing sophistication. If your team spends precious time working around the platform rather than with it because you can\u2019t customize templates for different departments, for example, that\u2019s a sure sign you\u2019re ready for a new ESP.<\/p>\n
As your email list grows, so does your email volume, and that can affect the price you\u2019re paying to use your email service provider\u2019s service as well as that ESP\u2019s reliability<\/a> if it can\u2019t scale. Make sure your ESP can handle that list growth now, as well as any projected growth in the future. But also make sure it\u2019s still cost-effective for your business to stay with that ESP. If not, start shopping!<\/p>\n Not all email service providers are created equal. Strengths and weaknesses differ among them, as do email deliverability<\/a> rates. If a low email deliverability rate is a chronic problem, despite all of your efforts to improve your email deliverability<\/a>, it could be the ESP is the culprit. Try taking another email provider for a test drive and see what affect that has on your delivery rate. Even bumping up your email deliverability rate incrementally from 93% to 95% can translate into vastly better ROI as your emails make it into more inboxes\u2026meaning you have more potential opportunities to convert.<\/p>\n Automated email is no longer the way of the future. It\u2019s the way now, because automated emails offer the ultimate in timely, personalized email messages. If you\u2019re ready to put triggered, event-based email marketing to work for your business but your current ESP\u2019s platform lacks event driven email marketing features<\/a>, then the best email service provider for you is probably a different one.<\/p>\n You\u2019re ready for mobile\u2026but is your ESP? Mobile email marketing is not a matter of cramming a desktop-sized template onto a mobile-sized screen. If you\u2019re adding mobile marketing to your email mix, your ESP needs to offer more than cramming, with automated options for mobile emails<\/a> that will render correctly on most devices without any hand wringing or hard coding on your end.<\/p>\n Is your current ESP giving you all the analytics you need to make informed decisions? Over time most e-mail marketers would appreciate more sophisticated testing and reporting tools. To be constantly improving your email marketing, you must be constantly monitoring it, watching for sudden changes\u2014like a jump in your bounce rate\u2014but also for trends, either positive or negative. If your ESP\u2019s reporting isn\u2019t delivering the insight you need, or doesn\u2019t enable easy testing, consider divorcing that Email service provider<\/a>.<\/p>\n Although you might be intimidated by the idea of switching email service providers, it doesn\u2019t have to be scary<\/a>. Be armed with a thorough understanding of your requirements and good email service provider comparison tools and you\u2019ll move beyond frustration to satisfaction.<\/p>\n These are six signs that it\u2019s time for a new ESP but other reasons exist, and you just might have your own for being ready to switch. The key is to recognize the need and proper reasons for a new ESP before staying with the current one becomes costly, either in dollars spent or opportunities lost.<\/p>\n<\/span>3. Your email deliverability has dropped.<\/span><\/h2>\n
<\/span>4. You\u2019re ready to automate.<\/span><\/h2>\n
<\/span>5. You\u2019re ready for mobile.<\/span><\/h2>\n
<\/span>6. Your analytics are sub par.<\/span><\/h2>\n