Email was invented in 1971 and has since revolutionized how we communicate, both personally and professionally. Despite the rise of social media starting in 1997, email has not only endured but thrived. Contrary to the belief that email marketing is outdated, it’s proven to be a powerful tool.
A striking statistic from Litmus underscores this: In 2022, an average of 1.5 billion emails were opened each month. This shows the immense value of email marketing, as each open represents a direct connection with your audience. The key to harnessing this power lies in your choice of an email service provider (ESP).
Choosing an ESP can be daunting with so many options available. This guide will help you navigate the selection process, focusing on essential factors to consider. Whether you’re selecting your first ESP or switching to a new one, these guidelines will assist you in making an informed decision.
Four Key Considerations When Choosing an ESP
Your Strategy: Email Marketing Needs and Goals
- Audience and Objectives: Understand who your audience is and what you aim to achieve with your email marketing.
- Integration: Determine how email marketing fits into your overall communication or marketing strategy.
- Time Commitment: Assess how much time you can dedicate to email marketing on an ongoing basis.
- Growth Potential: Plan for how your email marketing efforts will grow over time.
- Primary Goals: Identify your top three goals (e.g., growing your list, boosting revenue, connecting with people).
Having a clear strategy helps you focus on the features and capabilities that best support your needs and objectives.
Your Budget: Costs and Pricing Models
- Pricing Structure: Understand what determines your fee. ESPs may charge based on subscriber count, the number of emails sent, or a flat rate.
- Billing Options: Decide if you prefer monthly or annual billing. Be aware of potential overage charges if your list grows unexpectedly.
- Hidden Costs: Look out for any overages or hidden costs related to subscriber caps, email limits, or additional campaigns.
Establishing a budget will help you compare ESPs and find a plan that fits your financial constraints.
Reputation: ESP Reliability and Deliverability
- Deliverability: Ensure the ESP has a high deliverability rate. This indicates that emails reliably reach subscribers’ inboxes.
- Reputation: Check the ESP’s reputation both online and within the industry. Good deliverability is often tied to the ESP’s protocols and processes.
Conducting trial runs with different providers can help you gauge deliverability and overall performance.
Features and Services: Capabilities and Support
- Campaign Types: Assess the types of email campaigns offered, such as single newsletters, RSS to email, and automated campaigns.
- Subscription Forms: Check if the ESP provides forms that fit your list growth strategy.
- Automation: Look for automation capabilities that allow you to send targeted emails based on subscriber actions.
- Design Tools: Evaluate the email templates and design tools available. User-friendly editors and stock images can streamline your design process.
- Subscriber Management: Ensure you can easily manage and segment your email lists.
- Analytics: Robust analytics and reporting tools help you track campaign performance.
- Integrations: Verify that the ESP integrates with other tools you use, such as CRM systems or e-commerce platforms.
- Support: Ensure the ESP offers adequate support and training resources.
- Scalability: Choose an ESP that can grow with your business and handle increasing volumes and complexity.
Reviewing these features will help you determine which ESP offers the best tools and support for your needs.
Email Marketing Is Here to Stay
Choosing the right ESP is crucial for successful email marketing. By considering your strategy, budget, the provider’s reputation, and available features, you’ll be well-equipped to make an informed decision.
Email marketing remains a vital tool for connecting with your audience. While other communication channels may come and go, email continues to be reliable and effective.
Interested in trying FeedBlitz for your email marketing? Start your free trial here. For any questions, visit our Support Page. Live support is available Monday to Friday, 9 AM to 5 PM Eastern, with 24-7 access to helpful resources.