On the surface, all email service providers can look the same, especially if it’s your first time looking for one.
But they do have some fundamental differences that could make a direct impact on how successful your campaigns are, how easy they will be to manage, and how versatile they can be. This is why it’s important that you take your time when you’re looking for an ESP, and make sure that you know exactly what you need when getting started. Here are some of the things you should consider when picking an email provider.
How Much Service Do You Get?
If you’re just getting started, then we can assume that you don’t know the complete ins and outs of how mass emailing works. And, chances are you’ll want to start with a free version to test the waters, or until you grow your list.
This is why it’s important that you know whether you’ll get full customer service, whatever the type of package you pick. Services like Mailjet, for instance, will only provide email service on paid plans. They will also only allow you to segment your list if you pick their premium plan. So, you want to look at alternatives that will allow you to enjoy as many features as possible on all of their plans.
Go with a Provider that Has a Track Record for Success
Did you know that the service provider that you pick could have a direct influence on whether your messages will be delivered or end up in the spam box? Even if you do everything right, some ESPs do a better job of maintaining the reputation of their sender IPs. Providers with bad reputations will be more likely to be flagged by major ESPs like Hotmail and Google. So, make sure that you look at how hard the service provider you’re thinking of going for is working on making sure that their IPs don’t get flagged.
Easy to Use
Also, make sure that you pick a service provider with an easy to use interface. You want a provider that has an easy to use email editor with plenty of templates too. A good provider will allow you to create professional text and HTML emails without having to know how to code.
Analytics
One of the most important things when choosing an ESP is making sure that you pick one that allows you to analyze your campaigns in as much detail as possible. You want to be able to check out things like bounce rates, open rates both on mobile and desktop, list growth rate, and more. The more metrics you have access to, the more you’ll be able to fine-tune your campaigns and reduce unsubscribe rates.
All of these things should be at the top of your list when picking an email service provider. Make sure that you consider as many options as possible, and go with the one that has the best service and reputation for getting results.
