Once our electronic mail carrier has delivered the email to its recipient, we are also interested in knowing what our client has done with the information, that is, to trace (track) the results of their behavior. Tracking is the second characteristic that we should look for in an ESP. This characteristic is a marvel of the digital age that allows us to know if they have read it but also where they have clicked or what part of the information has interested them the most. The more it lets us know about the behavior of our recipients, the better we can adapt to them.
Finally, we must evaluate the tool's ability to manage our database . Does the platform we have chosen allow us to manage users? It is just as important that it allows us to manage the additions and deletions to our subscriber list as it is that it allows us to easily segment using the criteria that are most interesting to us. Good data management will allow us to choose our recipients using sociodemographic information (sex, age, province, etc.) or by how they behave with our mailings (do they open them? Where do they click?...). Correct segmentation allows us to offer our subscribers the most interesting information without bothering them.
It may seem like a lot to ask, but luckily there are many ESPs capable of all this. Here are some tools suitable for beginners.