A simple case of over-promising and under-delivering
All of us have fallen into the trap at one time or another. I sure have. A salesperson or sales team puts on a great show. All of the product demos are impressive, and the sales team seems to have satisfactory answers to every question that your team asks. The team even shares its roadmap of new releases with you, and everything seems in line with your expectations.
You go into the relationship with your ESP with a high level of excitement, and a clearly defined strategy and list of tactics. You run into a hiccup right out of the gate, but still aren't worried. After all, hiccups with a new technology relationship are expected. Then comes another hiccup followed by another one. Next, you run into situations where the system's capabilities don't meet your expectations. Guess what -- you've been a victim of your ESP over-promising and under-delivering.
The best approach at this point is to create a list of issues and circle back with your ESP's sales team, account team, and executive management. List your grievances and how performance fell short of expectations. In some cases, this exercise will be all it takes to cause positive change. In other cases, the problems may not be fixable.
In my experience, non-fixable problems include the overall reputation of the ESP, the ESP's relationship with each of the ISPs, ability to get your email into the inbox, reporting, training, and service. If these problems sound too familiar, run as fast as you can. There are a handful of good ESPs that will meet your needs and give you what you need to succeed with all of your email marketing objectives.
Sean Cheyney is the VP of marketing and business development for AccuQuote.
On Twitter? Follow Cheyney at @scheyney. Follow iMedia Connection at @iMediaTweet.