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HartSmart eSender
In the early days of email, online marketers would happily shoot a thousand arrows in the hopes of hitting a lone bull’s eye. But in a channel long since overrun by spam and irrelevant marketing messages, marketers have turned to advanced techniques and technology to ensure their messages are delivered, anticipated and welcomed by recipients. In order to reach customers today, careful marketers use strategies and tactics that include:
• demographic and behavioral segmentation,
• dynamic personalization,
• campaign automation,
• lifecycle and integrated marketing,
• email reputation and authentication systems, and
list, deliverability, permission and frequency management.
Sound complex? It is. For help meeting the channel’s unique challenges and opportunities, many companies are turning to outside firms for their email services. But choosing an email service provider, or ESP, can be a complicated undertaking of its own, and one that requires care.
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