Recent survey data from Strongmail reveals the majority of businesses employing an email service provider (ESP) have switched within the last two years and another third plan to do so in the next 12 months. Why?
According to the release, “the data shows that 77 percent of these companies have switched providers in the past two years for three main reasons: lack of product features, limited services and high costs.” With such variance in pricing across the industry, I expect that it has more to do with cost than pricing.
Other reasons for switching email service providers include deliverability challenges, the inability to leverage data in campaigns, general dissatisfaction, poor support, system down time, data security and a desire to bring email on-premise. It is interesting to note that deliverability services are consumed at nearly three times the rate of any other ESP service offering.
On a related note, Website Magazine recent post on email metrics has generated a lot of attention so we encourage you to check that out. Our guidance is to do all that you can to optimize email effectiveness before switching email service providers.