I’m always stunned how superficial people are when it comes to picking a e-mail tool. All of them pick them on features. And all of them lack analytics capabilities. I’m really stunned by the amount of tools out there that don’t think in a practical analytical way of measuring user evolvement and bigger goals when it comes to e-mail.
Analytics has been a business focused “need”, but is underused in a marketing aspect. Why? Because it hasn’t been a part of marketing, ever, besides eyeballs reached and simple interactions (push) vs pull (engagement & impact over time). Wouldn’t it be great to show your management people are more engaged over time and your get more budget to do what you need to do?
E-mail providers don’t think that why. That’s why there is always at least one downside per provider. I still haven’t seen the tool i would pick as a long term investment. Mailchimp is ok, Flexmail is meh (sry), Activecampaign is interesting, yet disappointing on some levels, … Selligent could be bigger if they didn’t focus on a closed garden for analytics, …
Be aware if your an e-mail provider, … your days could be numbered
. Anyone with a DMP or DataWarehouse could eventually build the tool they need. Not what the market needs.