How to choose an email service provider

How to choose an email service provider for your needs

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Email is a marketing method that uses email to send messages to an audience of current or, perhaps more importantly, potential customers. Therefore, not having your mail well organized is a missed opportunity.

However, many companies struggle to find a suitable mailing system. How do you make sure your mail is sent the way you want it to? How do you know if any browser (like Safari and Chrome) and email clients like Outlook and Gmail can be read? An email service provider (ESP) can help you.

In this article, we will see how to choose an email service provider for your need.

Why do I need an email service provider?

How to choose an email service provider: An ESP is a technical link between sender and recipient; you develop the appropriate content yourself. 

An ESP takes care of your mailing by solving technical problems. Not only does it send you your newsletter in an organized and visible way, but it will also make sure that your newsletter is readable on different browsers and smartphones. It also reduces the possibility of your newsletter being sent directly to your recipients’ spam folders.

As a supplement to the delivery system, the ESP offers you a detailed report with the emails opened and the sum of clicks. In this way, you will be able to see directly how your users have received the newsletter. By linking the ESP to a CMS ( Content Management System), you will be able to synchronize your database and reports with Google Analytics, for example.

common email marketing mistakes

The advantages of an email service provider

  1. With an email service provider, you save your IT team’s time. If you do not have a technical specialist in your company, you can leave the job to ESP itself by paying a little more (by linking your database to ESP). You will only have to write a newsletter template and make the reports of the results visible.
  2. The ESP will send the newsletter so that you do not have to worry about the maintenance and updating of the email marketing software.
  3. You do not need any form of hardware or separate servers since ESPs have digital solutions (web-based). Through your internet connection, you will be able to access your email activities.
  4. ESPs have a good relationship with email clients and Internet Service Providers (ISPs) to ensure delivery rates are at the highest level (including smartphones).
  5. Technical issues are facilitated by ESPs such as Return Path Certification (DomainKeys Identified Mail) and others.
  6. The email service provider offers you integration possibilities with your website, in the CMS, in the applications, and in the social networks. What makes it possible is the API (application programming interface), so that your data traffic is synchronized with the ESP.
  7. An ESP helps you convert HTML to web-HTML so your newsletter template remains readable for different email clients.
  8. You will have a broader ROI ( Return on Investment ) since the costs of hardware, software, infrastructure, and knowledge will be shared with a large number of ESP clients.
  9. Perhaps these benefits sound very technical, but an important argument in favor of the use of an email service provider is that it can represent a solution when the technical process of mailing does not work properly.

Seven tips for choosing an email service provider

The most difficult question on the subject of ESPs is which one to choose to start a collaboration. There are so many email service providers that, in most cases, it is difficult to determine which one will benefit your company the most. Through this, you can start looking for an ESP. Most of them also offer services abroad.

let’s see seven tips for how to choose an email service provider.

Also read 7 steps for email marketing that will increase your sale.

7 steps for Email Marketing

1. Determine the size of your database.

Do you have a database with less than 2,000 email addresses and do you not plan to expand it in the short term? MailChimp could be a good ESP to start with. 

In MailChimp, you can easily write a newsletter, import your database, and then send emails quickly and in an organized way. If you send up to 12,000 emails per month and have a maximum of 2,000 members, you will not pay anything to MailChimp.

The downside is that you will get the MailChimp badge below your emails (as soon as you become a member, you will have the option to remove the badge). Before becoming a member, you will have a few limitations when writing the templates, the reports, and the linking of your database.

A large database

In the case of a large database (more than 2,000 members), it is advisable to choose a professional package. The marketing interface will be established especially for your company, and you will have more options to send your newsletter.

2. International expansion plans?

Do you have plans to expand your business abroad, or are you already working in other countries? In both cases, collaboration with an international ESP or a national ESP with experience in other countries is convenient for you. 

They will have more knowledge and experience with the distribution of emails abroad.

3. Determine your wants and demands.

Analyze your plans for the future to see if ESP is right for you. There are often more options than you think. Check your demands with the ESP or with your designers. 

An example of the elements of a claim package could be the creation of specific segments within your database or the need for more detailed reports.

4. Evaluate your technical knowledge.

When selecting an ESP, you should check if your IT department (if it exists) has the time and knowledge to take care of linking the API to the CMS (so that your own CMS database can be synchronized with the CMS). ESP). Do you have big plans for email marketing? Then you should link your cms to ESP. Manual linking of your cms to ESP is not possible.

You do not have the technical knowledge; in this case, you should collaborate with an ESP where you can contact customer service and import and export your data. An interface with a transparent template module is also advisable, where you can adjust the design of the newsletter yourself.

5. Compare the expenses of each email service provider.

If you are interested in more than one ESP, do not forget to compare the expenses. These expenses can be quite different. 

Expenses are represented in CPM (expenses per 1,000 emails sent), and some ESPs also ask you for initial and monthly expenses. Do not forget to make a budget comparing the different ESPs.

6. Collaborate with an email service provider in your niche.

If you are in a niche industry, it might be interesting to work with an ESP who has experience with clients in your industry or with similar clients. 

This way, your ESP will have the opportunity to take into account your demands and wishes, and they’ll regularly have answers ready for your specific questions.

7. Request a demo from your email service provider.

With the above tips, you can decide on the different ESPs. Request a demo of a few ESPs so you can see which system works best for you and meets your requirements. 

If you are interested in collaborating with a Spanish ESP, it might be convenient to make an appointment. Very often, there are training days where they explain the interface to you with the necessary advice.

4 Tips for Choosing the Right Email Marketing Provider

Best email service providers.

  • GetResponse
  • MailChimp
  • Aweber
  • GMass

Also, read 4 tips for choosing the right email marketing provider.


I hope you learn how to choose an email service provider. Apply all these tips and tricks while choosing an email service provider.

In my opinion, is the best and most popular email service provider. It has a lot of tools like A/B testing, email automation, email notification, website builder, and many more. It is a all in one marketing platform that helps you to build sales funnels.

If you have any questions then feel free to comment below.

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