Whether you’re a pure play or multi-channel retailer, an email program should be one of your most important digital marketing channels. So if you haven’t launched your program, or your program is in need of a major revamp, here are 10 tips you should pay close attention to when selecting an email service provider.

1. Prepare a Needs Analysis and Functionality Assessment Document

If you don’t have a program yet, or if your email has been stagnant for awhile, the first thing you need to do is prepare a document that states what your current issues are, what features you need and want in your new and improved email program, what reporting metrics are crucial for your business, what your current database looks like, and what your short term (6 months) and long term (3 years) goals look like. This document should eventually be shared with the vendors you want to work with, so you are all on the same page and there are no surprises down the line. Also, you should know your budget (but you don’t need to list that in the document, or share that info with the vendor on the first couple of calls).

2. Make a List of All the Required Reporting and Analytics Reports You Need to Run Your Business

You need to have reporting on numerous aspects to truly get a complete view of the customer, their buying habits, and their buying paths. This becomes even more important when running an Ecommerce site. So make a list of all the metrics and analytics you need for certain. Reports like Ecommerce revenue from email, revenue per email sent, top customer by open rate and/or revenue, new subscriber reports, and top 5 emails sent by open rate, click through rate (CTR) and by revenue. Assuming you will be getting a demo for each tool, ensure you ask them to view their reporting dashboard. With that said, never select a tool that does not come complete with the reporting you need. If you can’t retrieve the reporting you absolutely want and need, it will be that much harder to improve the program down the line.

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