Top questions to ask when selecting an email marketing platform

When choosing email marketing software, it is crucial to follow the motto “strategy first, technology second” so that the procedure does not lead to a technological dead end. In today’s digital landscape, understanding the role of AI in email marketing services is equally important. Hence, when selecting a marketing service, define in advance as specifically as possible how email marketing should be structured. Ask yourself questions like: What types of emails should be sent? Which campaigns should be automated? Which departments are involved? Are approval processes required?

Don’t be blinded by the usual buzzwords, like artificial intelligence, 360-degree marketing, and hyper-personalization, when evaluating a marketing service. Instead, check which functions are relevant to your business model. Embrace Technology AI for enhancing these functions efficiently.

Data protection and data safety

All providers emphasize data protection and compliance with the GDPR in their marketing and sales documents – or who would say that they are violating the legal requirements? However, experience shows that these statements cannot always be relied upon. During the evaluation, you should therefore check as comprehensively as possible whether the requirements of the GDPR are fully met for any marketing service you consider. Critical questions here are, for example, Is the consent to advertising sufficiently documented? Can personal data be completely deleted?

Connection to the existing system landscape

Emails to shopping cart abandoners, automated reactivation campaigns, birthday emails, etc.: If smart email marketing is to be set up, data from third-party systems is required, for example, the CRM system or the shop system. For the evaluation, it should therefore be determined which systems are to be connected to the email marketing service: Where is which data located? How is the data automatically synchronized? The integration of the email marketing system is often a...