Your perfect match: email service providers for business owners

There’s a common complaint about email service providers: there are too many options, and choosing one gets complicated, when you try to navigate the subtle differences.

Finding one that meets your current business needs and supports your growth over time can be even more of a challenge, especially if you’re looking for a cost effective solution.

Key considerations for choosing an ESP

• Identify the features you actually need in an ESP. This might include automating transactional emails or marketing campaigns, A/B testing and advanced analytics. Make a list of must-have features versus nice-to-have features, based on your business strategy..
• Consider how well the ESP integrates with other tools you use in your business (like e-commerce plugins and social media). Getting multiple systems to talk to each other is easier thanks to tools like Zapier, but if your ESP of choice supports systems you already use, you could save yourself another subscription fee.
• The pricing for most ESPs fluctuates based on the number of contacts you have. So, consider whether your budget can cover both the initial cost, as well as increased costs as your list of subscribers grows.
• An easy-to-use ESP can lower the learning curve of adopting a new tool. Features like drag-and-drop builders, intuitive navigation and default analytics reports help make sure you spend more time sending emails than learning how to use your ESP.
• Good customer support is a lifesaver, especially for non-techies. During trial periods and demos, interact with the sales and support teams, not just the software, to gain insight into the level of support you’ll receive when unforeseen issues arise.
• Choosing an ESP that can grow with you is one less barrier to scaling your business over time. Is more sophisticated audience segmentation in your future? More options for personalization or testing? Give some thought to your business roadmap before choosing an ESP.
• This may seem like a given, but your ESP should reliably deliver emails to your subscribers' inbox. Check the company’s reputation (think Trustpilot) and ask questions about their email deliverability rates, if you can’t find the information on their website.

Choosing the right email service provider is more than just a technical decision; it's a strategic business choice. You’ll find quotes from marketing, tech, sales and business leaders, pointing out challenges and solutions for finding the right email marketing service, in the original article.