Return on Marketing Investment (ROMI) is a metric every B2B marketer, CMO or CIO resonates to. In email marketing, choosing the right vendor is as important as segmentation and personalization.
What email marketing vendors provide is a 360 degree view of your target market. They have the knowledge, technology and power to make or break your campaign. The fundamental factor should be not in selecting the lowest bid, rather in choosing the provider that best meets your business requirement.
• Know What You Want - Before you set out to shortlist email service providers (ESPs), you first need to know the objectives your campaign needs to accomplish. This involves identifying business goals, budget and timelines.
• Be Open – Knowing what you want is good. However, being too specific leaves no room for vendors to propose ideas and solutions that will eventually boost your campaign.
• Make Relevant Selections - Considering every possible service solution or feature is only going to disorient implementation. It is better to drill down on features that are relevant to your today and in the next 12 to 14 months. Be clear of what you need and make sure features you choose to use actually work for you as you expect.
• Get Some Groundwork Done – You need to evaluate and assess various providers in order to be able to negotiate. The lowest bid is not necessarily the one that will work best for your requirement.
In the end, the fate of your campaign and ROMI lies in the hands of your email marketing provider. Find not just an email marketing vendor; choose an end-to-end digital marketing service provider. Get to how with ‘The Art Of’ Series.
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