Considerations When Selecting an ESP

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  • Sponsored by The Relevancy Group

    Written by David Daniels with Nicholas Einstein Email Marketing, ESP, Vendor Selection, Contract Details

    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?

    Key Findings:
    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 | TRGSS1218

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