An Email Service Provider (ESP) is the mechanism that allows for bulk and marketing emails to be sent across the internet. If you are using email to send marketing emails, sales communications or alerts then you will need a dedicated email service provider for these bulk or systemised emails.
An Email Service Provider:
Emails Service Providers can be standalone systems or may come combined with marketing tools to assist you in creating emails and email marketing campaigns, optimising your marketing funnel and customer journey and reporting on your previous sends.
It sounds like double-dutch but there is a big difference in one small word – “service”. An email provider is the company that provides your general email and gives you an email address. You can then use either your email provider or an email client to login and access the emails sent to that address.
The big email providers are Gmail, Outlook and Yahoo. There are both free and paid versions of these services. Most web hosting companies will also offer email as part of the package – these are all standard email providers.
An email service provider is different as it uses a list of subscribers to send emails to. It is how marketing and bulk emails are sent to gain maximum deliverability and adhere to legislation and guidelines around email privacy and communications.
Marketing emails that are sent via a traditional email setup will flag as spam as the normal email providers are not designed to handle the volume of traffic sent for marketing and e-commerce purposes. Sending bulk emails through an ordinary email provider is never a good idea, leading to deliverability ramifications for your business. In many cases, email accounts can be barred or your domain can be blacklisted, both of which can lead to catastrophic consequences for your business.
When looking for an email service provider it is important to think about how your business works and what your needs are in a provider. Some businesses will simply need a service to ensure their email list is maintained and their email marketing messages get into inboxes with reporting to ensure transparency and results. Other organisations will want to use a platform that integrates more features such as an email builder and more sophisticated marketing reporting and email marketing optimisation options.
Choosing an Email Service Provider can be daunting as there are hundreds in the marketplace. Like with any piece of technology or marketing software, it is important to look at what your business needs and then match that requirement to the features of the email service provider. Here are a few additional important things to look out for in an email service provider.
An Email Service Provider is an essential tool in your marketing toolkit. A robust and reliable ESP enables you to engage better with your clients to ensure that they turn into customers who have a great experience with your business and your brand.