A quick note about Email Service Providers (ESPs) vs. Marketing Automation Platforms (MAPs)…
If you’re currently using an ESP for your email efforts, you may want to consider switching over to a MAP if your volume warrants.
ESPs are either a payment per sent piece or a flat fee per month. MAPs are usually priced based on the size of your database. If you run multiple campaigns per month from your ESP, there may be a cost benefit to you to switch over to a MAP.
However, even if you ESP costs are less than a MAP, you’ll want to take a hard look at the switch. That cost delta is what you will pay for all the additional features that come with a MAP: triggered emails, lead nurturing, landing pages, forms, tracking, scoring, etc., etc.
I’m suggesting you take a look at the cost difference between the two so that you can understand what you will pay for all those feature advantages.
“With great marketing technology spending comes great ROI responsibility.”
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