Living in Your Own Private Cloud: Better for Marketers?
The pricing model for private cloud email services also can be different, enabling both a lower total cost of ownership and the elimination of self-serving incentives that arise through per-message (CPM) charges. With a multitenant or first-generation cloud solution, you typically pay for the capacity you use, as opposed to purchasing a license for the software that you install in-house. This sounds good, until you realize that each and every message you send increases your charges. Want to send more emails during peak seasons? You better budget more. And be prepared to be sold on the virtues of sending more and more by sales reps trying to upsell you on your usage of the public cloud. It's not uncommon for clients of pubic cloud email service providers to systematically send 20 percent more email every year — whether their growth demands it or not.
With a private cloud, you're not paying per item ordered off the menu. Since you're effectively purchasing the system with a software license (albeit one without the IT overhead of installed software), once you own it, you can send as much email, or as little, as you need to maximize the value of your customer relationships.
Private clouds may be the next generation in cloud-based solutions. When it's time for you to evaluate your marketing services vendors, ask around. You may find that when it comes to clouds, its best to own your own and not share.