Building Your Tech Stack: 3 Reasons Marketers Should Select the ESP Committed to Email

By Shane Phair On Aug 27, 2019

The exploration process of building a Marketing Technology stack, whether you’re starting from scratch or replacing outdated services, can be overwhelming. For every software need, there are a plethora of options to choose from. And with so many options, it can be challenging to narrow down which technologies will benefit your strategy, while also considering your budget and other factors. When it comes to deciding on software to meet your business’s Email Marketing needs, there are two main categories to choose from: Customer Relationship Management (CRM) tools and Email Service Providers (ESP).

Because Customer Relationship Management (CRM) tools combine many technologies to incorporate most, if not all, channels businesses use to speak with customers and satisfy many of a business’ needs, it makes sense why many organizations turn to CRMs as a primary tool in their Marketing Technology stack.

The question is though, is it a better option to select a CRM tool or a “master-of-one” style ESP provider for your company’s Marketing needs? This question has become particularly important with recent announcements, such as Mailchimp’s decision to move towards being a full-service CRM, leaving its email roots behind.

While there are positives and negatives to both when selecting an Email Service Provider (ESP), marketers who recognize the strength of email should also understand the advantage of selecting a master-of-one provider focused exclusively on Email Marketing.

Developed with Email Marketers in Mind

For every $1 spent, Email Marketing generates $44 in return. And with a profit like that, every business investing in the Email Marketing game should want a platform developed specifically to help customers to do their most effective Email Marketing. When using an ESP instead of a full-service CRM, it’s clear that the ESP was developed by individuals with a laser focus on Email Marketing.

The ease-of-use, along with its laser-focused business structure, further proves the benefit of an ESP. These advantages can include the pricing structure, audience definitions, and overall capabilities. For example, if a business is looking to only utilize email marketing, then a CRM’s pricing would not be friendly to their needs, likely costing significantly more for features that email marketers wouldn’t want or use.

Closes the Customer Experience Gap

With the recent headlines showing marketing technologies moving towards becoming full-service, the customer service gap has widened, leaving email marketers without the product made specifically for their needs. By selecting a “master of one” for your ESP and seeking out the same focused approach for your other technology platform needs, you’ll cultivate a strong relationship with each technology and close the gap for your customers.

This is especially important for small businesses or companies with small teams, as precious resources, like time, should be allocated towards getting the most out of technologies, instead of wasted on a complex and overwhelming platform.

Provides You With Experts

When you select a platform developed by email marketers for email marketers, you also gain access to the experts behind the technology. This goes for technical support, along with ongoing strategic services. While other technology platforms may also offer this feature, the customer support is different when it comes from team members who are dedicated to and passionate about the world of Email Marketing, instead of juggling support for various other Marketing disciplines.

Whether you’re building your technology stack from scratch, or simply looking to replace one or two platforms, it’s important to remember the key differences between selecting a platform with a tailored focus and one with a stretched range of offerings. While selecting a CRM style technology may seem like the fastest way to get off the ground, don’t forget to make the choice that will benefit you and your business in the long-term.