As email service providers have moved upmarket, their feature set has matured. These all-in-one service offerings go beyond just sending email and include related marketing activities such as contact management, web development, advertising, and more. While an all-in-one solution can encompass many marketing needs in a single application, it can be difficult for these platforms to do it all well.
ESP exclusive
Alternatively, standalone email service providers focus solely on sending emails. As a one-stop tool for email campaigns, they often work well with other tools, allowing marketers to create a more customized marketing stack.
ESP for eCommerce
eCommerce ESPs have specialized features and workflows built for online retailers, such as abandoned cart recovery, product recommendations, purchase tracking, and integration with eCommerce platforms.
ESP for transactional emails
Transactional ESPs offer robust features for sending transactional azerbaijan telegram phone numbers such as order confirmations, shipping updates, and payment receipts. These emails are crucial for keeping customers informed about their purchases.
Niche ESP
Some industries have specific requirements and regulations that require specialized solutions. For example, K12 email service providers include integrations with school databases and solutions to manage child/guardian contact structures.
You may already know some well-known names in the ESP world. Mailchimp, Constant Contact, Moosend, tinyEmail, and of course Benchmark Email are all famous ESP examples.
You can learn more about these popular ESPs and how they compare here: Mailchimp vs. Constant Contact
Your handy checklist for buying an ESP
ESPs have been a mainstay of digital marketing for decades. The market is fairly mature, with new competitors popping up every day. However, with so many options, selecting the right ESP for your use case can be quite a challenge.
Don’t stress. I’ve put together 10 questions you should ask yourself when purchasing ESP software, so you can be confident in your decision and get started with email marketing.
Is it easy to use?
“Ease of use translates into time saved and headaches avoided. Does the ESP have an intuitive interface? Is the onboarding process long or straightforward? Is support self-service, or will you have access to live support? In terms of functionality, are technical skills required?
Many ESPs offer a free account or a free trial so you can evaluate the ease of use firsthand.
What features are included?
Comparing features across platforms and comparing plans within the same ESP platform is no easy task. However, if you know what you want to achieve with your email strategy, you can more easily narrow it down to your must-have feature list. Keep in mind:
Automation
Segmentation
Personalization
A/B Testing
Growing your subscriber list
Reports and analysis
The tools you need to integrate with
What is the deliverability rate?
The most attractive software is the one that has good deliverability . It's worth checking out review sites to see what other customers are saying about an ESP's deliverability. Also, ask the ESP how to monitor your shipping reputation on their platform.