Choosing the Right Email Service Provider for Your Salesforce Org
You are no stranger to Salesforce, but some teams in your organization may find this platform more challenging. In other words, you’re likely the person pinged for data needs and access requests. But this also makes you the best choice when making Salesforce-related decisions for your company.
With so many available options for an email service provider, it can be hard to find the best one for your organization’s specific needs. Plus, you may be wondering if it’s worth the trouble. Should your company really integrate your Salesforce account with an email service provider? After all, Salesforce administrators are busy, and email is another thing to add to your responsibilities – however, it doesn’t have to be a burden.
In this article, we’ll discuss the benefits of email and how a Salesforce-ESP integration can boost your company’s performance.
ESP + Salesforce: the perfect pairing
Why should your company care about email?
While the digital marketing industry is always evolving and moving toward bigger, better, and faster tech, email marketing has proven its worth as the single most important marketing channel for companies looking to engage their audience and see an increase in ROI and conversions.
Emails generate $38 for every $1 spent on average.
59% of marketers say email is their biggest source of ROI. (Emma)
Most consumers prefer to be contacted through brands by email, making it a perfect pairing with all the data you’re already housing in Salesforce.
Email marketing continues to be relevant across generations. In fact, the majority of millennials and Gen Z check their email multiple times a day. (Campaign Monitor)
What’s more, by integrating your Salesforce account with email, your marketing team has more data available to them, saving you time while still generating revenue. This is also a great way to streamline collaboration between marketing and sales teams, since most ESPs provide data on sales, leads, and tests.
Finding the right ESP for your Salesforce org
Salesforce Marketing Cloud includes a long list of marketing automation tools, but finding the right ESP can allow you to cater your email marketing to your business. And if you use the right ESP in tandem with your Salesforce account, you can automate your sends and your data segmentation.
It can be overwhelming to distill all the features and information provided by each platform; after all, there are several email integrations on the AppExchange. However, the best course of action is to research ESPs with the highest ratings, then choose the one that makes sense for your organization against factors such as budget, WYSIWYG capabilities, and data sync speed to Salesforce.
Things to consider when integrating Salesforce with an ESP
1. Which features do you actually need?
Salesforce Marketing Cloud was made to meet the varied and unique needs of high-tech and sophisticated teams, and it’s classified as an enterprise-level email service provider.
But your organization may not be at the enterprise level, and you may end up paying hefty costs for features you don’t use.
Many smaller-scale email providers, on the other hand, are created for companies with specific marketing, communications, and revenue goals. Because your team can integrate a goal-centric ESP with the powerful technology of Salesforce, your company can use all the data it’s currently housing to become hyper-focused and streamlined on customer goals.
2. How intuitive will it be to use?
Salesforce can cause barriers to adoption across teams since there’s so much to understand. With the right ESP, virtually anyone in your organization could find and utilize data, as well as create quick, streamlined communications.
You can house your data in Salesforce while keeping your email marketing personal and dynamic. And with the right integration, you can log into your email provider directly through Salesforce, with an intuitive interface.
3. What customer journey and automation capabilities will be at your disposal?
When it comes to customer journeys, Salesforce is a powerful tool that can help with big-picture campaign planning, and it can help your marketing team execute a strategy across multiple channels. Salesforce also allows companies to send 1:1 personalized messages to customers among those same channels.
Using best practice customer email journeys and automation tactics, an email service provider can empower users to meet their subscribers exactly where they are, building genuine relationships that contribute to increased engagement and conversions.
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