Perhaps a good vendor pitch<\/a> and 30 minute canned solution demo, will have you convinced the software is a great fit. But is it?<\/p>\n I\u2019ve found head slapping vendor specific limitations with A\/B split testing, reporting, data management, dynamic content, the depth of historic data held, to mention a few. In fact all ESPs have strengths and weaknesses.<\/p>\n Here are examples of seemingly odd restrictions some Marketing solutions have:<\/p>\n One ESP might have easy to use content setup, another much more flexible reporting and another better segmentation capability, etc. The devil is in the detail.<\/p>\n The most important point is to be clear about your requirements<\/a>, not only features, before evaluation. Fix your email strategy and where you expect to go over the next two years.<\/p>\n It makes no sense to try and evaluate every single aspect of a solution. Focus on the areas that are most important to find your best fit. This is better done with use cases rather than only feature comparisons.<\/p>\n Document a real campaign requirement, one that demands a lot from vendor technology, perhaps a multi-step campaign with triggers, automation, events and conversion tracking.<\/p>\n Then go through with the vendor exactly how it will work<\/b>. Not just whether it can work but exactly how it can work. If it\u2019s really easy to do the vendor should be able to show how. Draw your own conclusions if they can\u2019t.<\/p>\n Perhaps your most complex requirement is not about campaigns but rather managing campaigns across multi-international offices, being able to scale up to tens of users or specific 3rd party solution integrations.<\/p>\n Also, don\u2019t fall into the trap of buying what sounds like the most capable and newest whizzo technology<\/a> on the basis of convincing yourself you\u2019ll work out what to do with it afterward and it will be brilliant.<\/p>\n Marketing resources are always stretched and the ability to execute can make the difference between moving forward with your program versus never getting anywhere.<\/p>\n Include the skills and resources needed to create the more complex campaigns in your evaluation. How much time will be needed to achieve your goals? Whilst a solution may, in theory, be capable of something, if the time and difficulty in doing it are too high, it\u2019s the same as not possible at all..<\/p>\n Are there things for which you\u2019ll need the vendors help to do, customisation, setup etc? This can increase price and cost precious time<\/a>. Often a missed evaluation criterion is the speed and ease of getting things done.<\/p>\n Once you\u2019ve found your way around a solution, you\u2019ll hopefully have little need for support from the vendor. However, you will need it at times. So in addition to evaluating the solution, evaluate the support and support resources.<\/p>\n \u2022 Is there a clear and useful online documentation?\n
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<\/p>\n<\/span>After feature comparison, ask “how does it work?”<\/span><\/h2>\n
![\"Twins-esps\"](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/Twins-esps.png\")
<\/p>\n<\/span>Resources: the speed and ease of getting things done.<\/span><\/h2>\n
<\/span>How good is the support you will get?<\/span><\/h2>\n
\n\u2022 What type of users are articles and documentation written for?
\n\u2022 Is there a user community to turn to?
\n\u2022 Is training available, online or face to face?
\n\u2022 Can you see open support issues via a portal? And can you see your colleagues support tickets?<\/p>\n