According to a litmus survey. And more than 16% of brands told litmus that changing esps was an email marketing priority for 2018. 28% of brands abandoned or changed their esp in 2017 if you are considering switching esps, be sure to create a strong esp request for proposal (rfp) first. Second, go into the process fully understanding what is involved. To help you with this second part, litmus reached out to email experts from marketing democracy, brightwave, deg, trendline interactive, emailvendorselection.Com, laughlin constable and red pill email for advice. The greater the pain if your email program is small and relatively simple in its sophistication, then switching esps isn't incredibly difficult.

However, the difficulty quickly increases if you…have lots of customization have lots of automated and transactional campaigns have lots of integrations, especially company mailing list custom ones needless to say, all of these things help brands create more relevant emails and better performing email programs. So if you don't currently have these capabilities, we hope your company develops them. "

He says. “we could see another wave of improvements if the trend of customer data platforms (cdps) continues and centralized databases for marketers become affordable. »others are less certain. “there is no automated way to transfer all of your legacy assets, data, automations, triggers, and reports to another esp,” says john a. Caldwell, president of red pill email, “so it's a manual process that doesn't exist. Business hasn't changed much over the years. And it could become even more difficult in the years to come. Rich wilson, vice president of cx at brightwave, says, “many esps are developing unique, proprietary methods of storing and staging data for use in data-driven campaigns.