Which criteria really matter when you're trying to decide which ESP to choose for your campaigns? Check out Dela's impartial selection tips...
Dela argues that the answer to this FAQ lies in being realistic about the selection criteria that really matter - service and deliverability rather than functionality, for instance.
Forget about functionality
We work with all the major ESPs, and there isn't a single one that can really do something the others can't.
Some are easier to use than others in certain respects, of course, but the reality is that most ESPs offer far, far more functionality than you'll ever need. Like Word or Excel, most of us only use a fraction of what the software can do - so don't be swayed by a heavy features sell.
Tip: if you won't be using a feature in the next 12 months, it's not a factor in your selection.
Focus on service
Much more important is your relationship with the ESP's team, and the availability and extent of their resources in supporting you over what could well be a minimum 36-month contract.
Will there be enough people looking after you? Will they be available when you need them?
Tip: sign up with an ESP team you trust.
Check the ESP can deliver on deliverability
Deliverability is 90% in your own hands, but different ESPs manage deliverability differently, and unless you send very frequent and/or very, very large mailouts, chances are you'll be on a shared IP with some of your ESP's other clients. That means your reputation will be inextricably bound up with theirs. And if some of those clients do things that some people might consider a bit spammy, that could impact you too.
Tip: if your list is based in Europe, ask how many people the ESP has on the ground in Europe. How do they manage their IP ranges? Do they have a team dedicated to European ISPs?
Look at benchmarking
A benchmarking exercise is a great way to tell how much you'll enjoy working with an ESP. Or not.
Start by thoroughly scoping out your priorities and current and future objectives, then develop a benchmarking test that you can run on each ESP. The benchmark should be based around things you do on a regular basis and run across all the different platforms.
When we carry out benchmarking, we look at how easy or quick it is to set up every different type of message our clients are planning on deploying.
We look at the usability of the interface, and ask how easy it would be for someone with no knowledge of the platform to set up a campaign. We also look at setting up complex segments and targets so we can test out dynamic messaging.
Tip: make sure the benchmarking is based on actual messages and test the platform using lists equivalent to your own list size
