is it time for a change? 9 questions to identify if you need a new ESP

Trends

Is it Time for a Change? 9 Questions to Identify if You Need a New ESP

By Sharon Shapiro

What if Rachel ended up with Joey instead of Ross? Or Pam never broke it off with Roy for Jim? And imagine how happy we would’ve been if Dexter never dated his own sister.

If these famous cringe-worthy relationships have taught us anything, it’s that some pairs just aren’t meant to be.

So when it comes to your relationship with your ESP, does your retail marketing team have to settle for a situation that’s not meeting your needs? Absolutely not.

Does Your ESP Meet Your Email Marketing Needs?

Most retail marketing teams have a tenuous relationship with their ESP — they find the technology difficult to use and it doesn’t meet all of their needs, but it’s so core to everything they do that making a change seems unimaginable. Sure, the email channel does drive revenue, but it requires more and more effort to maintain that revenue, let alone improve and grow the program. But even though breaking up can be difficult, sometimes it is the best path forward.

If this situation rings at all true to your team’s experience, then it’s likely time for a change. How do you know for sure? Here’s a short quiz to help you answer this question beyond a shadow of a doubt.

Getting Past the Risk of Change

Deciding it is time to make a change can be difficult — partly because of how deeply your ESP is ingrained in your business and partly because change itself is scary.

But what if changing your ESP didn’t have to be such a long, arduous — and therefore risky — process? With modern email marketing technology, it doesn’t have to be. That’s because modern email marketing technology offers a speedy launch that both simplifies change and reduces time to value. It even allows your team to take on a proof of concept to pilot the solution before you go all in, reducing the risk and costs of change tremendously.

Are You Ready to Make a Change?

If you’re ready to make a change, you don’t have to do it alone. We’ve mapped out everything you need to know to navigate the ESP market and find the perfect match for your business in our Ultimate Guide to ESP Selection for the Modern Retail Marketer.

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Sharon Shapiro

Sharon leads Bluecore's content marketing program, collaborating with top retailers and strategists to highlight the latest trends in retail marketing, spotlight industry leaders and share advice on how marketers can stay ahead of the curve. An experienced story teller, she has spent her career building content marketing programs for B2B SaaS companies. Sharon has had works featured in MarketingProfs and Content Science Review..

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