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Gold Lasso Explains Why and How to Switch E-mail Service Providers

Gaithersburg, MD (PRWEB) June 12, 2007 -- According to Gold Lasso, working with an e-mail vendor can be frustrating if it is not flexible, responsive to your needs, knowledgeable of new technology, and cost effective. Abandoning the vendor and moving to another bigger, faster, cheaper or closer provider is not always the best answer, especially since there are more than 100 E-mail Service Providers (ESPs) selling their services.

"Evaluate options to prevent getting locked into an annual contract with a vendor that doesn't fit your needs. By developing a check list and asking colleagues for referrals, you can find the right vendor. Also take into consideration that switching might not be the best option," says Elie Ashery, CEO of Gold Lasso.

There are several factors to consider before switching, some include:
1. Shared IP Address: The bottom line is that you shouldn't share your IP address with any of your ESP's other clients because there is no distinction between the two organizations.
2. Your ESP cannot handle the volume of e-mail you send.
3. The ESP does not provide high-level features to create one-to-one campaigns.
4. You cannot integrate with a third-party system.
5. Your ESP is overcharging you.
6. Your ESP's customer service is lacking.

Reasons to give your ESP a second chance:
If you have low delivery rates or your campaigns are not garnering the response you hoped or planned for, don't automatically assume it is the vendor's fault. There are plenty of other reasons for poor performance that are out of the hands of your ESP. For as many reasons as there are to look for a new provider, there are also key reasons to stay.

Maintain and update your lists:
Cheaper isn't always better. No one wants to pay more for what they are getting, but if you are only switching to save money, make sure you are comparing apples to apples.

Low delivery with a unique IP address:
If you have your own IP address with your ESP and delivery rates are still low, there may be other things damaging the effectiveness of your campaign such as the quality of your list (are e-mail addresses current) or the content of your message.

How to make the switch:
If the reasons to find a new vendor are compelling enough to warrant a search, use the following guidelines.

Gather data on your current e-marketing efforts and discuss what it is that was lacking with your previous vendor.
Plan out your search by asking colleagues and friends for references.
Export invalid (bounced) e-mail address and opt outs from old ESP and import to new ESP.
Export and set-up templates to keep consistency and implement a seamless transition for customers or members.

Visit http://www.dotemail.com for a white paper on this topic with additional ideas and tips.

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