There is a variety of email marketing service providers (ESPs) out there and it does not take very long to see that even though their offers are all different they all do essentially one thing: put data and creativity together to deploy. You can also choose MSP marketing service for your business.
The less obvious difference between all these platforms is the way they approach the problem in the back end, and unsurprisingly this is rarely part of their sales pitches.
Many advise looking at the features, such as triggers and dynamic content, or the support, the additional services, the level of reporting and pricing; and whilst these should not be ignored, they should not be your main focus when selecting an ESP.
Indeed you want to know that you will be able to do the dynamic content you've planned or that hidden costs will not cause you to exceed your budget.
Start from there, we all need to stick to a budget, so eliminate solutions that are not in your price range. Now let's face it, what is left is not much more manageable than it was before, and then, there is no shortcut, if you want to make the right decision: Write down your plan for email marketing over the next year.
Start with the Price
"Taking up an ESP is not like choosing a meal, it's more like choosing a car." You will need to live with the decision you make for at least a year, or two. To properly evaluate your tool, it is essential to have a clear understanding of what needs to be achieved with it.