Comparison of email marketing tools

With this post we continue with the series of entries we are dedicating to the Email Marketing Tools.

If you are considering changing your email marketing tool, it is probably for one of the following reasons:

- The service/support you receive from your provider is insufficient.

- The sophistication needs of email marketing programmes cannot be met by your current provider.

- Your current email marketing tool can't handle email marketing campaigns well. shipping volumes you are achieving.

If you recognise yourself in any of the last two points, the selection of an ESP (Email Service Provider) is one of the decisions that can generate the most doubts, both because of the lack of knowledge of what aspects to consider in the choice, and because of the wide range of solutions that exist in the market. Here are three key points to consider when making your decision  change email marketing platform.

- Deliverability. There are two quite clear differences between a top-tier email marketing service provider and a top-tier email marketing service provider. enterprise and one level small o mid market. The first is the resources dedicated to deliverability. In the case of enterprise-level email marketing tools, there are teams of professionals dedicated to continuous monitoring of IP reputation, blacklisting and maintaining fluid relationships with ISPs. In this way, they are up to date on the factors that need to be taken into account to adjust deliverability standards, taking action when necessary.

 - Database system. Level email marketing tools enterprise usually have a system of relational databases. This gives a lot of flexibility when it comes to fine segmentation and dynamic content management. Tools that are based on a single table, even if there is no limitation on the number of fields, fall short when it comes to advanced segmentations.

– APIS. If you are aiming for highly personalised email marketing, where the sources and types of data to be integrated in the email are diverse, you will need a reliable and flexible integration system between your sending tool and other systems (CRM, ERP, Web Analytics). The ESP level enterprise The smaller solutions are more limited in this area (e.g., importing files, adding records, customising fields, launching campaigns, etc.), while the smaller solutions are more limited in this area.