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Making the Switch: Things to Consider When Evaluating a New Email Service Provider
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Transcript of Making the Switch: Things to Consider When Evaluating a New Email Service Provider
#BHWeb
TODAY’SAGENDA
• Introductions• Should You Switch ESPs?• Managing the RFP Process• Mitigating Transition Risks• Starting Your New Partnership• Live Q & A
SHOULD YOU SWITCH?
Change is never easy•Stability•Good fit•Room to grow (together)
SHOULD YOU SWITCH?
It Might Be Time to Switch ESPs if…
•Your email list has grown—or it hasn’t grown!
•You’re ready to automate.
•You’re ready to integrate.
•You need some strategy.
•You’re learning about deliverability issues after they’ve affected program performance and revenue.
SHOULD YOU SWITCH?
It Might Not Be Time to Switch ESPs if…
•You haven’t tried out your ESPs new features.
•Your account team tries to meet with you, but you’re not available.
•Your ESP has recommended changes to your sending practices to improve deliverability, but you haven’t implemented them.
RFP VS VENDOR SHORTLISTThe RFP Process
Pros Cons
May help standardize comparison across vendors
Complicated; questionable value
Increase visibility/buy-in Time consuming
Costly
Can’t measure service
RFP VS VENDOR SHORTLISTVendor Shortlist
Pros Cons
Targeted Limited scope
More efficient Comparison may be less standardized
Cost-effective
Better gauge on service
OPTIMIZING THE RFP PROCESS
RFP Participants Need to Know About You:
•Current Program: What are you doing now with email?
•Bandwidth/Capacity: What resources does it require?
•Your Market(s): What audiences do you serve?
•Success Metrics: What do you measure?
•Pain Points: What do you need most and why?
OPTIMIZING THE RFP PROCESS
You Need to Know About RFP Participants:
•Platform: Usability, Reliability, Security
•Product Functionality: Data Intelligence/Integration, Automation, Transactional Email, Reporting, APIs
•Deliverability: Services, Engagement, Support
•Business Requirements: Training, Enterprise Needs, Legal, Trial Accounts, Customer Service/Support
•Scalability & Vision: 3rd Party Integrations, Roadmap, Professional Services
OPTIMIZING THE RFP PROCESS
Be Prepared•Weight high-level needs & critical success factors on a 1-5 scale.•Create a scorecard against which you will evaluate the field of vendors.•Don’t include requirements that you won’t be ready to use within the next 18 months or less
OPTIMIZING THE RFP PROCESS
Don’t Rush•Allow at least two weeks to respond.•Build in time for vendor questions. Share answers with all participants.•DO spend time expanding your search beyond vendors you know. Ask ESPs their top competitors.•DON’T spend time on system demos until you've narrowed your list.
OPTIMIZING THE RFP PROCESS
Ask the Right Questions•Ask open-ended questions, not yes/no or multiple choice.•Differentiate on the factors that initiated your desire to switch.•Request a migration plan on how the new vendor will shift from old.•Ask: What else should we be doing with our program/your platform?
OPTIMIZING THE RFP PROCESSWWW.ESPINATOR.COM
TRANSITION& RISK MITIGATION
TRANSITION & RISK MITIGATION
Risk Avoidance Tactics:
•Look To Your New ESP Partner for Support
•Know Your New IP Address
•Tech Support AND Account Management
•Don’t Forget Your Data!
STARTING THE NEW PARTNERSHIP
STARTING THE NEW PARTNERSHIP
Do These Three Things to Start & Stay Strong:
1. Invest time in the relationship.
2. Stay current on your new platform’s features.
3. Leverage strategic services more effectively by mapping out short, mid, and long-term program goals.
CONTINUE THE CONVERSATION
#EMAILCHATHosted by BlueHornet
Tonight, 6pm PST/9pm ESTTopic: Creating an Email RFP
LIVE Q&A
QUESTIONS?
THANK YOU
clickmail.com866-418-4877
@ClickMail
bluehornet.com866.586.3755
@BlueHornetEmail