Jimmy Kim explains how to choose an email service provider by working backwards from your actual needs. He stresses real-time data, customer insights, and segmentation capabilities, then recommends asking vendors directly if they can deliver and getting it in writing before you commit.
You actually have to understand the kind of sophistication of the integrations. What you're saying, is it the basic stuff or do you get everything underneath the sun?
You've got to also figure out like what kind of real-time data do you provide, like customer insights, what segmentation does it allow? Like these are the things that you have to know. And a key here is, and I always say work backwards, it's not to ask the company like, what do you do? It's more like, this is what I need. Do you guys offer that? Right? Like thinking like that way and thinking the other way around. So when you're making a decision on that platform, you're making sure you're really asking people like, This is what I need. Can you do this? And get that really written down and ensure that if it doesn't do that, then you're going to be stuck pretty quickly.
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