Finding the Right Email Service Provider for Your Brand



The marketplace for email service providers (ESPs) offers you many quality options and this variety allows you to find the ESP best suited for your business goals. Some ESPs support specific industry verticals like ecommerce or retail; others better support transactional email functionality or sales-assisted communications.

Regardless of the brand, one of the most important criteria to consider is one that will provide you the option for a private IP address. If your ESP makes you share an IP address with other customers, you also will have to share their spam complaints and other potential sending-reputation issues. Unfortunately, this can result in your IP address being blacklisted, thus preventing your emails from being delivered.

Other valuable criteria to consider when selecting an ESP include available customer support services, robust infrastructure with multiple high-speed connections to the internet, compliance with current spam legislation, and other tools to optimize your campaign, including list segmenting and A/B testing.

There’s a great ESP out there for every company, but email marketers are still susceptible to feeling limited by their provider. This often happens when a company’s goals or needs have changed, or they’ve outgrown their current ESPs capabilities.

If your company isn’t satisfied with your ESP, there are solutions to overcome the challenge.

First, explore the possibility of changing your ESP. If you are wary of the risks associated with totally shifting to another ESP, consider taking on an additional ESP that offers the functionality you are missing. It’s increasingly normal to have more than one ESP. Litmus’s 2017 State of Email Workflows found that almost half of all brands use two or more ESPs, and more than 7% of brands use four or more.

If you’re on the hunt for a new ESP, look for one that offers you flexible contract terms. Shop around until you find the right fit and consider adding multiple ESPs if you’ve outgrown your current provider.

Naturally, we’d love you to consider us here at ResponseGenius for your email campaign management and deployment. Please take a few minutes to let us know more about your needs and let’s explore if we might be a perfect fit for you.