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By Neil Anuskiewicz
Finally, if you are in the process of choosing an ESP, it is a good idea to choose one that does not require a contract term beyond one-month. That way, if you are not happy with the service you can cancel and switch to a more suitable ESP. Not every ESP is going to be a good match for your needs and a good value for you.
An excellent way to start evaluation process is to research a number of ESPs and narrow your choices down to a few that seem to offer a good service at a good price. Then do a free trial of each and upgrade the service you like the best to a full account.. Since you are restricting your choices to month-to-month services you are not locked into a bad choice. You can switch ESPs, move your lists, and move your HTML and text emails over to the new service. Having used one ESP will have given you some valuable experience that you can now apply to the new ESP you have chosen.
Email marketing is a bright spot in marketing because of its potential for high ROI and the possibility of obtaining excellent metrics. High ROI marketing efforts are always a good idea but are especially valuable when the economy is soft. Of course, it is best to engage in a mix of marketing activities, with email marketing as just one component of a larger strategy.
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