Considerations When Selecting an ESP
Market research authored by David Daniels (formerly of Forrester Research and Jupiter Research), and other analysts from The Relevancy Group. Sponsored research can be downloaded with registration. Other titles can be purchased for a fee or save and subscribe to our research. Get access. Ask the analyst; Get Access to Answers.
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About: Published on 6/20/18, The Relevancy Group analyses contract length of ESPs, incentives for longer vendor relationships and offers a framework to guide vendor selection.
Key Questions:• What is the typical contract term for Email Marketing Service Providers (ESPs)?
• What incentives would drive longer ESP contract terms?
• What should marketers consider when selecting an ESP?
The frenzied ESP revolving door that was commonplace in years’ past has slowed. Marketers are now staying with their ESP for a longer period, making vendor selection more critical today than ever before. Incentives to increase contract length have a pricing aspect, but richer product offerings are also motivating senders to stay with their vendor for a longer time frame. Considering the challenges, aspirations, and attributes that are important to marketers when selecting a partner, The Relevancy Group developed a framework to guide the selection process. Marketers seeking an effective vendor relationship should utilize the four-point DICE -Data, Innovation, Collaboration, Efficacy- framework.
The Research: 8 pages, 3 graphics, 2,365 words. Part of our Research Subscriber Series, Subscribe and Save | TRGSS1218Buy for $399.00Free with registration
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