In short, Email Service Providers (ESPs) work with businesses to enable them to send emails to their subscriber bases, whether large lists or targeted segments. They offer the functionality for a business to build a relationship with their customers and prospects.
What capabilities do they have?
There are many ESPs in the market place, with different audiences and varying USPs but they all generally work toward the same goal: to allow businesses to send email, on a designed email template, to an opted-in customer list while providing reporting on the campaign’s performance.
How do you choose an ESP?
It’s a daunting task, choosing an ESP, but the one you opt for should make your life as a marketer as easy as possible. So: do they provide good reporting? Do they offer training and support? Do they allow split testing? Can you segment your contact lists?
These are just some of the things you should consider; talking to them and seeing how they can solve your marketing needs is key.