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Choosing the Right Email Service Provider


Although it looks old school, Email marketing can still become a helpful tool when it comes to Internet marketing. It’s important that you have an email service provider because it can help you manage your contact, especially when your customer base is starting to grow. Having an ESP also means that you’re in for some serious marketing.

On the other hand, selecting which ESP would fit your business needs can be daunting. That’s because there are tons of services to choose from.

Private IP Address

An IP address defines your email’s origin. If you know that sharing your home address to a stranger is a no-no, you wouldn’t want to share your IP address to your subscribers to prevent being blacklisted. That’s why it’s important that your ESP provides a private IP Address.

Reliable Infrastructure and Customer Support

Having a high-speed and multiple connection is also important when choosing what ESP is right for you. This will secure that even their servers won’t go down even if one of their Internet connections fail. Thus, allowing your subscribers to click through. But when worse comes to worst, your ESP should offer both online and phone customer support.

A/B Testing and Reports

The same with any online marketing elements, you have to test multiple versions of your email. This is in order to see which message works for your audience. In relation to this, your ESP should offer a wide array of user-friendly reports such as deliverability success, open rates, and click-through rates. That way, you’ll know where your email marketing is leading you.

CAN SPAM Compliance

Requiring your subscribers to comply with the CAN SPAM Act is important with your email marketing campaign. However, you cannot encourage them to do so if you won’t make it sweet and simple for them.

List Segmenting

You should also consider whether your ESP allows list segmentation based on various criteria like demographic. Being able to target subsets of your list will help you deliver relevant content that makes your email marketing campaign more successful.

Terms and Pricing

Whatever your email marketing needs is, it’s also important that your ESP allows you to cancel and switch any services at will—especially when you think that you’re no longer happy with the service. Most of all, you have to look for a provider that has a flexible payment terms based on your needs.

Category Content
Aki Libo-on

Aki is a content strategist, marketing consultant, and former assistant editor of SEJ. When not at work, she is busy ...

Choosing the Right Email Service Provider

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