How to Choose the Right ESP for Your Email Marketing Campaign

When deciding between different email marketing tools, consider the factors that affect deliverability. Consider Authentication, Cost, and Integration with other email marketing tools. The best email marketing tool will be able to meet these requirements. While you should consider the features that are most important to you, keep in mind that not all email marketing tools have the same features.


The delivery rate of your emails can be affected by the IP address of your ESP. The reason for this is that when you switch to a different ESP, your IP address changes. This can make your emails less likely to get through to the inbox until your IP has been warmed up. This happens when senders with a bad reputation use different IPs to keep spamming. Be sure to bring up this issue with your potential ESP before making the switch.

Whether you are sending a single email or thousands, it is important to pay attention to your ESP’s deliverability. This will help you determine if your messages are being delivered correctly. If they aren’t being delivered, you can also seek help from the company. For example, you may be interested in knowing which subscribers are the most active, and which are not. This way, you can target your emails better.

The ESP will monitor a variety of metrics, including bounce rates, open rates, unsubscribe rates, and click-through rates. Monitoring these metrics over time can give you insight into the trends that are occurring with your audience. One of the most important factors in your email deliverability is the engagement rate, as this directly affects your sender reputation. A stellar sender reputation will help you deliver more emails to your subscribers.


There are many reasons to use an ESP, but there are also a few important points to consider when choosing the right provider. ESPs store sensitive information about their customers, so they need to be secure. If they are not, then their database may be compromised. To avoid this situation, your ESP should have advanced security features.

Email authentication is a process used by internet service providers to confirm the legitimacy of an email message. Without it, your emails may end up in the spam folder. Authenticating your emails improves your deliverability by preventing them from going to spam folders. This process uses Sender Policy Framework (SPF) technology to identify forged domains or IP addresses and prevent spam.

Authentication helps prevent phishing attacks and other attacks. Emails sent without ESP authorization are usually flagged or blocked by major email clients. Fortunately, many ESPs offer a way to authenticate their users.

Integration with other email marketing tools

Email integration is the process of combining different email marketing tools to create one seamless email marketing campaign. This approach to email marketing allows for more personalized emails and more targeted information. For example, email integration can allow you to send coupons to dog owners based on their preferences. It can also help you determine the best time to send an email, which can boost your productivity and sales.

Email integration is an essential part of any email marketing campaign. It allows you to create detailed profiles of your customers and send them targeted and remarketing messages. It also allows you to track the performance of individual email campaigns and make better decisions about future campaigns. Email marketing can be an effective way to sell related products and to re-engage your subscribers who may have abandoned a cart.


While email marketing is not cheap, it is among the most effective marketing channels. In fact, studies have found that a return on investment for email marketing is as high as $44 for every dollar spent. Emails are also highly reliable, widely distributed, and noninvasive, which makes them an ideal channel for engaging customers. As such, it is essential for businesses, bloggers, and other online businesses to use an ESP (email service provider) to send their emails.

Most ESPs operate on a cost-per-mille (CPM) basis, which means that they charge you a set fee for each email you send. However, there are hidden costs that you should be aware of, and it is advisable to consult an email marketing expert before committing to an ESP.

The cost of an ESP is largely dependent on how many contacts your business has. Smaller businesses will typically choose a simpler, cheaper email service provider with simplified functionality and a streamlined feature set. Meanwhile, large enterprises will often use enterprise-level ESPs. Cost also depends on your list size and budget, as some ESPs charge by the number of emails sent while others charge on a CPM basis.

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