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Email Service Provider (ESP)

Definition

An email service provider (ESP) allows users to send email campaigns to a list of subscribers.

Email service providers are technology companies that make it easier for people to build email lists and send emails. As email marketing has become a more popular marketing channel, more email service providers have sprung up to provide differentiated services.

At the most basic level, an ESP needs to do two things: store email addresses and send emails.

A more advanced email service provider offers additional features, including:

  • Dynamic content in emails
  • Email and marketing automation
  • Lead capture forms
  • A/B testing of email subject lines and email content
  • A/B testing of entire automations
  • Website tracking, to collect more information about subscribers
  • Segmentation based on what subscribers are interested in

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