How to Switch from ESP to Email Automation Software

On May 05, 2020
5min read
Kevin George Head of Marketing @Email Uplers

When using email marketing, businesses need to use strategies that don’t only fit their business model but also help them achieve their goals. Remember, no business can work under a one-size-fits-all approach.

From the size of your company and the industry in which you operate to the resources you have and your overall growth tactics, your tool for maximizing your ROI is certainly different from others. 

Why you should try an email automation software

Many businesses realize their email marketing goals by leveraging Email Service Providers (ESPs) such as Pardot, Marketo, and Mailchimp. However, there are other marketers who are delving deep into marketing automation. While Mailchimp does have automation capabilities, it lacks the ability to create complex marketing automations. As a result, many marketers are switching away from it. 

All in all, marketing automation is helping marketers take the next big step in their email marketing journey while creating high-end HTML emails and email templates

In fact, 1 out of every 4 marketers has changed their ESP for reasons like technical limitations, email deliverability issues, substandard user experience, etc. 

This makes everything very clear. While ESPs are a good option to address your short-term marketing goals, you should opt for marketing automation if you with so make your email marketing strategy top-notch. It would help you integrate your omnichannel marketing campaigns into a single platform that coordinates best with the CRM.

The result would be increased agility and a better-aligned marketing and sales department.

That’s the reason 75% of marketers are already using at least one type of marketing automation tool, according to the survey performed by Social Media Today – “State of Marketing Automation Survey Report 2019″ .

In addition, the increasing use of marketing automation has accelerated its market revenue. It is being projected that the revenues may jump from 5.8 billion in 2016 to 8.6 billion US dollars in 2021.

And there’s a lot of different tools once you can choose from. Platforms such as HubSpot offer automation of marketing, sales, CRM, and several other areas, allowing you to incorporate one tool to handle dozens of processes. Then, with tools such as Automation Workshop, you can automate not only emails but virtually any repetitive task in your software. Finally, there are tools such as Mailchimp or GetResponse that handle emails solely, but they do it really well. The number of available options is enormous.

How to go about the switch?

If you wish to explore the full potential of marketing campaigns, it is high time you switch from your ESP and invest in marketing automation tools. The latter enhances your business’s operational efficiency and helps you grow your revenues faster by automating and streamlining all your marketing tasks.

However, before you make the decision to switch, you must know how ESPs are different from marketing automation tools. ESPs and marketing automation both work towards helping you create and send HTML emails to your prospective and existing customer base.

In addition, both platforms help in campaign set-up and email performance tracking. But marketing automation goes a step beyond emails, tracking all customer activity in real-time.

Further, it also works as a robust software tool and helps you nurture leads. With lead nurturing, you can send targeted messages to your customers over a period of time-based on a set of triggered actions.

This, in turn, helps you bridge the gap between your sales and marketing teams. Here’s a look at the varied tasks that marketing automation tools can do:

  • Facilitates sending personalized emails. 
  • Helps segment the email list.
  • Works towards building and launching landing pages and contact forms.
  • Helps do the SEO audit.
  • Keeps track of website user behavior.
  • Conducts webinars on digital marketing.
  • Analyzes and gives insights on the performance of your marketing strategy. 

These are a few of the many functionalities that make marketing automation tools a better choice than any ESP. Now let’s take a look at the various benefits of marketing automation as well:

  • Marketing automation gives you a plethora of features to launch, track, test, and optimize your email campaign.
  • It helps you transfer the leads to the sales team directly by integrating the marketing automation software with your CRM.
  • It saves you time and effort by assisting you in reallocating resources to carry out a specific task. 
  • It facilitates a cost-effective and faster launch of email campaigns. 
  • It helps you segment and target your customer base better while executing personalized marketing efforts effectively.

So, are you ready to take the big leap and jump on the automation bandwagon? Here’s everything you need to know about switching from ESP to email automation and how you can do it. Take a look.

Prepare beforehand

You must prepare for the whole transformation process beforehand. It will help you in protecting your email deliverability while maintaining a good sender reputation. Consequently, make sure you keep a check on your email lists, engagements as well as reports. This will give you a clear idea about the elements that are working and not working. Before you switch to email automation, analyze your performance, and draw some conclusions. This will help you prepare better for the upcoming email marketing efforts that you will need to put in.

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Export reports and email lists

An email list is a critical and valuable asset for any marketer. We all know how creating a quality email list requires lots of time, hard work, and dedication. Therefore, make sure you carry out the whole email list migration process carefully. In addition, you should also keep a check on that you’re migrating contacts that have bounced or unsubscribed. Otherwise you risk writing to them again when you switch to marketing automation.

Have a close look at the current campaigns

This is a step that goes unnoticed most of the time. Once you have exported your email lists and reports, you must make it a point to check your workflows, trigger-based and event-based sequences, lifecycle messages, etc. In short, before finalizing the switch, it is imperative to set up these automated campaigns and emails when analyzing them in the new platform. 

Create a transition plan

Rushing into the transition isn’t going to make your work easier. Hence, go for a gradual and consistent transition. In fact, you should keep your old account active for a few weeks even after the final transition. This will give you a clear idea about the final bounce reports and unsubscriptions.

Simply put, a step-by-step transition plan will let you know what is the next thing that you need to do. All in all, the main objective of this step is to develop a strong foundation for your seamless and smooth transition. 

Wrap Up

Marketing automation certainly has a lot more to offer than any regular ESP or CRM platform. From helping you generate more leads and closing more deals to measuring the ROI and optimizing your marketing strategy, it can help you get your desired results.

So, are you ready to make this switch? Get going. Say yes to this transformation and follow the above-mentioned steps to witness a great transition process. With a strong set of features, ease of use, and robust support, marketing automation won’t only help you generate more leads but also accelerate your sales and improve your ROI. 

Article by Kevin George Head of Marketing @Email Uplers

Kevin George is Head of Marketing at Email Uplers, one of the fastest growing PSD to Email coding companies, and specializes in crafting professional email templates, custom Mailchimp email templates design and coding in addition to providing email automation, campaign management, and data integration & migration services. He loves gadgets, bikes, jazz, and eats and breathes email marketing. He enjoys sharing his insights and thoughts on email marketing best practices on his blog.