Email does a lot of heavy lifting for news organizations. With both editorial and marketing requiring the use of an email service provider (ESP) that suits their needs, finding the perfect solution requires time and attention.
Echobox Email is the most sophisticated ESP on the market, designed for publishers. But from speaking to a lot of you around the world, we know that changing ESP is complicated. Different teams require different functions and features to be successful with their email strategies. And what’s more, different teams like different solutions.
If you’re part of an editorial team that wants to streamline production and increase your open and click rates but your marketing team likes things the way they are, there is a solution: ESP integration. By seamlessly integrating with your existing setup, Echobox can deliver you incredible results without having to go through the process of starting your email stack from scratch. Sync all of your subscriber data between Echobox Email and your marketing ESP and get the best of both worlds. Keep a marketing ESP that your marketing team love, and switch to an industry-leading ESP for your editorial newsletters. Echobox Email can increase your open and click rates by over 40% through AI-powered personalization while slashing newsletter production time.
Marketing ESPs are good for marketers, not for publishers
Use of marketing-focused ESPs are the norm throughout the publishing industry. The more attentive among you will remember that we’ve talked about this before, but it’s worth repeating: ESPs designed for marketing offer very little when it comes to optimizing the workflow of publishers, let alone driving results. Why? Because they weren’t designed for publishers.
Marketing ESPs don’t “understand” content. The CMSs they’re usually connected to can’t track email performance. These two elements make personalization and intelligent automation possible. What’s more, publishers are virtually unique in the volume of newsletters they send. In the context of marketing-focused ESPs, this means long and complicated workflows that are needlessly manual.
But one group for whom marketing-focused ESPs perform well are… well, marketers. This is not to say that they’re perfect or that improvements can’t be made — Echobox’s automation can still save marketing departments a significant amount of time and energy. They are, though, good at the things they do.
How could ESP integration solve this dilemma?
Here, then, is the problem: editorial teams know they can do better with their newsletter strategy if they had an ESP designed for them; marketing teams like the product they already have, thank you, and don’t see a reason for switching. Given that changing an ESP is often a laborious process, the status quo prevails. Editorial teams struggle – trying to do the best they can with the solution they’ve got.
Overcoming this dilemma, though, is far easier than you might think: An ESP integration that splits editorial and marketing functions in two, with a solution that integrates with your existing ESP. This gives you the best of both worlds.
Echobox Email is a full-suite ESP, designed for editorial and marketing teams alike. But it’s with newsletters, that it really shines. Imagine creating newsletters in a fraction of the time it currently takes. Now imagine that those newsletters have 49% higher click rates and 40% higher open rates. Echobox’s automation and personalization drastically reduces manual workflows while increasing performance at the same time.
And with its range of integrations, Echobox is flexibile enough to use with other marketing ESPs: your marketing team can keep the solution that they know and like; you can develop your newsletter strategy with the most advanced solution designed specifically for news publishers.
Takeaway
Echobox makes the process of integration simple and effective. For instance, sync your subscriber data between Echobox Email and your current marketing ESP or CMS to share with marketing teams for upsells for instance, or automated journeys.
Sometimes, the best solution isn’t to rip it up and start again. Echobox Email can have a huge impact on your newsletter strategy with industry-leading automation and personalization. If you’re ready to make the change and transform your newsletters but want to do so in as simple a way as possible, integrating Echobox with your current ESP can be an excellent solution.
