What Are Shared Platforms in Email Marketing?
Shared platforms in the context of email marketing refer to services where multiple businesses use the same server or IP address to send their email campaigns. These platforms are typically provided by Email Service Providers (ESPs) and are popular among small to medium-sized businesses due to their cost-effectiveness and ease of use.
Cost-Efficiency: Sharing resources helps to lower the cost, making it affordable for businesses with limited budgets.
Ease of Setup: These platforms are designed to be user-friendly, allowing marketers to quickly create and send campaigns without needing extensive technical knowledge.
Scalability: Shared platforms can easily accommodate growing mailing lists, making them suitable for businesses at various stages of growth.
Deliverability Issues: Since multiple users share the same IP address, one user's poor email practices can affect the
deliverability of all users on that IP.
Limited Customization: Shared platforms may offer less flexibility in terms of customization compared to
dedicated platforms.
Resource Contention: As resources are shared, there can be competition for bandwidth and processing power, which might affect performance during peak times.
Reputation: Opt for an ESP with a good reputation for deliverability and customer support.
Features: Ensure the platform offers essential features such as
A/B testing, segmentation, and analytics.
Scalability: Choose a platform that can grow with your business needs.
Compliance: Make sure the ESP complies with
GDPR and other relevant regulations.
Maintain Good Sending Practices: Regularly clean your
email list and avoid spammy content to maintain a good sender reputation.
Monitor Performance: Keep an eye on key metrics such as open rates, click rates, and bounce rates to identify any issues early.
Engage Subscribers: Create engaging content and personalized offers to keep your audience interested and reduce unsubscribe rates.
Examples of Popular Shared Platforms
Several shared platforms are widely recognized for their reliability and features: Mailchimp: Known for its user-friendly interface and robust features.
SendGrid: Offers extensive APIs for developers and detailed analytics.
Constant Contact: Provides excellent customer support and a variety of templates.
AWeber: Known for its automation features and customer service.