{"id":2464,"date":"2013-11-19T07:51:07","date_gmt":"2013-11-19T12:51:07","guid":{"rendered":"https:\/\/www.emailcritic.com\/?p=2464"},"modified":"2020-09-16T01:20:36","modified_gmt":"2020-09-16T05:20:36","slug":"how-customizing-your-esp-will-make-it-more-powerful","status":"publish","type":"post","link":"https:\/\/www.emailcritic.com\/how-customizing-your-esp-will-make-it-more-powerful\/","title":{"rendered":"How Customizing Your ESP Will Make It More Powerful"},"content":{"rendered":"

Your email service provider works hard for you, enabling your email sends and reporting, and making it possible for you to manage a large amount of data and maybe even do some deep email analysis. Yet it is possible to get even more out of that ESP by customizing it.<\/p>\n

What can you gain by customizing your ESP? More of what you’re already striving for: more data, more relevance, more results, more ROI.<\/p>\n

What you gain by customizing your ESP<\/b><\/p>\n

Whether you think your ESP is a good fit or a great fit, you can make it an even better email service provider for your business. Without customization, you\u2019re working with a generic platform that\u2014although it gets the job done\u2014fails to enable the kind of targeted and relevant marketing you\u2019d prefer to be doing.<\/p>\n

When you customize your ESP according to your<\/i> business needs and objectives, you can collect\u2014and implement\u2014the kind of data that will enable you to do email analysis to discover your various audience segments, then deliver automated and customized (and therefore relevant) messaging to those various audiences.<\/p>\n

A customized email service provider platform can enable you to:<\/p>\n

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  1. Integrate your ESP with other systems being used within your organization for better business intelligence.<\/li>\n
  2. Accurately segment your audiences based on significant data points.<\/li>\n
  3. Efficiently customize the content delivered to those segments.<\/li>\n
  4. Keep your data up-to-date.<\/li>\n
  5. Keep your content up-to-date (and therefore relevant).<\/li>\n
  6. Use automated and triggered email to send emails at the right time.<\/li>\n
  7. Access detailed reports for the email analysis and insight that will continually improve your email marketing campaigns.<\/li>\n<\/ol>\n

    When you know more information about your audience you\u2019re able to personalize your email marketing in several ways. You\u2019re able to tailor the message, offer and even time of delivery to be as appealing as possible to each different segment.<\/p>\n

    Consider the possibilities of this kind of data collecting and segmenting:<\/p>\n