Kick Your E-mail Campaigns Into High Gear

He thinks ESPs should include delivery failures in their calculations, so that an e-mail marketer can understand fully the impact of hard bounces on list hygiene, churn and ultimately its ESP’s reputation with the various Internet service providers.

Also, look for ESPs that provide robust platforms and good reporting tools, says McDonald. For example, if you want to begin doing the segmentation and personalization tactics suggested above, look for a solution that offers enough data fields so you can more easily collect all of the information from your customers that you’ll need. EmailLabs’ application gives unlimited data fields so marketers can, for instance, import purchase history, says McDonald.