Topic: “What Is Email Service Provider (ESP)” Three people are involved when an email is sent or received: the sender, the recipient, and the email service provider (ESP). Each one has a job to do, and since email is one of the best ways to market your business, selecting the appropriate ESP is very important. In this piece, we’ll talk about what an ESP does. We’ll talk about an ESP, how it differs from an email client, and what makes a good ESP.
What’s email marketing?
Email marketing is advertising your products and services through email. In other words, it’s using email to inform prospects and customers, build a community around your brand, and drive sales. Even though email is an older digital marketing channel, it still rules with a huge return on investment of 3600%.
To get a piece of that ROI, consumers and brands send or receive over 330 emails every day. Email marketing is done every time you send an email to a customer that isn’t a direct response to a question or an order confirmation.
For email marketing to work and get results, the subscription has to peruse the email and do what was asked of them, like buy something or schedule a demo. But if the email doesn’t show up in their inbox, they can’t read it. Here’s where the ESP did come in. We’ll talk about what an ESP does in a moment, but first:
Why is email important for your marketing strategy?
Besides having a great return on investment, email is the best marketing channel to:
- Turn potential customers into real ones.
- Deliver targeted, personalized emails
- Make friends with your customers.
- Keep your customers
Email is better at bringing in new customers than Twitter and Facebook. On average, 21.5% of emails are opened, while organic reach on Facebook is 5.2%, and on Twitter, it is 3.61%. Say you have 2,000 people who follow you on Twitter, 2,000 who like you on Facebook, and 2,000 who get your emails.
If you share a message on all three channels, 430 subscriptions will open your email, but only 104 Facebook fans and 72 Followers on Twitter will see your post. Email marketing works better than social media, but that doesn’t mean you should give up on social media. The best brands use social media and email marketing to get the most out of each.
What is an ESP (Email Service Provider)?
An email service provider is a company that lets you send emails to a list of people who have signed up to receive them. Imagine an ESP as the mailman. If you sent a letter to a friend or family member, it would be up to the postman to ensure that the letter arrived on time.
That letter is like the emails you write. The ESP is crucial for ensuring the emails get to the subscribers’ inboxes at the right time. ESPs do more than help you send emails; they also let you store subscribers’ emails.
Modern ESPs like Benchmark Email has also added more advanced features like:
- Email creation can be done faster with pre-made templates.
- Lead capture forms
- Email automation tools
- Marketers use A/B testing to determine which subject lines, automation, and email content work best.
- Tools for segmenting emails to make them more personalized
- Analytics to track how well emails work
Don’t mix up email service providers and email clients. The software that makes it possible to send and receive emails, like MailChimp, Benchmark Email, etc., comes from the ESP. On the other hand, an email client is an app like Gmail, Apple Mail, Thunderbird, Outlook, or the Android Mail App you use to read your emails.
What is Simple Mail Transfer Protocol (SMTP), and how is it different from an ESP?
SMTP is like an ESP in that it makes it easy for emails to be sent and received. SMTP is the standard for sending emails on the internet and ensures that your emails get sent. So, how are an SMTP and an ESP different? SMTP is a program, and an ESP is a company that offers services.
An ESP is a hosted solution provided by a company that also provides a suite of email marketing services, including email authoring, testing, sending, analytics, and contact management/segmentation.
On the other hand, SMTPs offer servers that promise to send as many emails as possible. SMTPs are only for sending emails and don’t do email marketing as ESPs do. SMTPs focus on sending and receiving emails, which is only part of email marketing. ESPs, on the other hand, do everything.
Things to think about when picking an email service provider
Not even all email service suppliers are made the same. Their core features may be the same, but their bells and whistles differ. So, you need to make a list of the things you want the best ESP for your business to have. Here are some things to think about when looking for an ESP:
It should be easy to use the email service provider. Easy to use is a relative term. If you are starting, look for an ESP-like Benchmark Email that is easy for beginners. This tool has a drag-and-drop editor and pre-made templates that make it easy to make emails that people will want to read. The interface is easy to use, so you won’t have trouble sending emails, dividing your subscribers into groups, and keeping track of how well your emails are doing.
A reliable email service provider should have everything you need to create business email campaigns. It should have ways to make and manage contact lists, divide subscribers into groups, send bulk emails, A/B test different campaign parts, and track how well it’s doing. Also, choose an ESP with a lot of tools for automating tasks. When you grow, you’ll need to computerize your processes. The easier it is to automate, the better. Benchmark Email meets all of these requirements.
The ESP ought to be reliable on top of being easy to use and having a lot of features. This means that the ESP should have a high rate of deliverability. Remember that more than 330 billion email messages are sent daily, and 45 percent of them are in the spam folder.
Choose an ESP with a good track record if you want as many of your emails as possible to reach your subscribers’ inboxes. If you don’t, your emails won’t be seen by the people you want to see, no matter how well-written or personalized they are.