Having the right functionalities is arguably the cornerstone for selecting the right ESP. With hundreds of features to choose from, however, it’s often challenging for marketers to identify the ones that matter most. That’s why we’ve broken out the broad Functionality umbrella into 4 components, essential for the success of most marketing programs.
Core Functionalities: those include testing capabilities, flexibility of email creation, ability to deploy automated & triggered campaigns, as well as multichannel campaign execution. These functionalities are the building blocks of your marketing campaigns, starting with email and extending to social media and display ads, all within a single platform.
List/Data Management: it is important that an ESP can offer flexible data management options including the ability to serve as the database of record or tightly coordinate with the database of record. The ability to collect and store different types of data, such as email, purchase, browse behavior as well as data on subscriber tenure, lifecycle stage, and demographics, is essential for a sophisticated marketing program. Marketers’ ability to access this data at any point in order to develop relevant interactions, with the right database segment, at the right time, is equally important.
Customization: the ability to develop custom framework that conforms to the unique program requirements and goals of each client is instrumental for a great partnership and is indicative of the adaptability of the ESP’s engineering resources and technology framework.
Integration: this component of an ESP’s functionality is extremely important for marketers who run multi-faceted, data-driven programs that require their email platform to run in unison with another technology solution. An ESP’s capability to develop seamless integration between its platform and another solution is a great indicator of the flexibility of their technology.