ESPs are the technological foundation of the email industry—and the biggest line item in email marketing budgets. With so much on the line, it’s no surprise that frustrations with ESPs run high.
Marketers told Litmus that limitations with their ESP was third on their list of biggest challenges for 2018. And 16% of brands said that changing ESPs was on their list of email marketing priorities for 2018. But how do you pick the right tool for you? And is switching ESPs even the right call?
Based on findings from Litmus’ first-ever State of Email Service Providers report and additional research, this webinar explores the data and trends that shape the ESP industry to help you understand…
- What’s driving—and likely to keep driving—consolidation in the ESP industry
- Which ESPs are the most popular among brands in different industries, geographies, and more
- What’s involved with switching ESPs
- How to get more out of your current ESP
6. #LitmusLive
Consolidation among ESPs & what’s driving it
The ESP landscape and the Top 10 ESPs
What’s involved with switching ESPs
How to get more out of your current ESP
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8. #LitmusLive
Chad S. White
Director of Research, Litmus
Author of “Email Marketing Rules”
Jason Rodriguez
Community & Product Evangelist, Litmus
Author of “The Better Email”
38. #LitmusLive
9% Code every email from scratch
49% Copy and paste snippets and
elements from previous emails
42% Use libraries, modules, and/or
WYSIWYG editors
44. #LitmusLive
1. Assess current/future needs and wants
2. Source ESP candidates
3. Write RFP and send to candidates
4. Compare responses and select new ESP
5. Prep for and perform data/email migration
6. Warm up new ESP then turn off old one
46. #LitmusLive
Chris Marriott
Marketing Democracy
Switching ESPs has gotten exponentially harder in
recent years. That’s because the email platform
sits in the middle of the martech universe at most
brands, and breaking and re-setting those
connections is a lot of disruption and work.
47. #LitmusLive
Marketers work with
2.4 other departments to get
emails reviewed and approved.
Executives
47.9%
Sales
32.7%
Legal/Compliance
30.3%
IT
24.1%
48. #LitmusLive
Cara Olson
DEG
IT and Marketing are the primary stakeholders.
However, if your company is looking at
consolidating technology stacks, you will also
want to include the media team and social
team. You may also even need to include the
service and ecommerce teams as well.
49. #LitmusLive
● Subscriber lists and related data
● Assets and templates
● Automated and transactional emails
● Historical performance data
Things to migrate…
52. #LitmusLive
Andrew Kordek
Trendline Interactive
Brands should be prepared to spend 5 months in
decision-making mode. It might take 2.5 months
just to gather the stakeholders in a room and
ensure that the RFP is written correctly and
succinctly for the vendor.
56. #LitmusLive
Expecting your ESP to provide all the
functionality you need to plan, create, test,
send, and analyze the performance of your
emails is incredibly unrealistic.
Very few senders expect this.
57. #LitmusLive
More than 60% of marketers rely on
third-party tools to do their jobs.
• CSS inliners
• HTML frameworks
• Email previews
• Spam filter testing
• Email analytics
• Email build tools
72. #LitmusLive
40% Increase in ROI when using Litmus
Builder
19% Increase in ROI when using Litmus Email
Analytics
14% Increase in ROI when using Litmus Email
Previews
5% Increase in ROI when using Litmus Spam
Testing
74. #LitmusLive
Consolidation among ESPs & what’s driving
it
The ESP landscape and the Top 10 ESPs
What’s involved with switching ESPs
How to get more out of your current ESP
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2
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