Ever wonder how businesses send thousands of emails without breaking a sweat?
That’s where an Email Service Provider (ESP) comes into play.
Imagine an ESP as a digital post office that not only delivers your emails but also ensures they don’t end up lost in spam land.
But wait, there’s more. Good ESPs don’t just send emails. They come loaded with features like email templates, contact management, automation, and analytics. Whether you’re sending newsletters, promotions, or follow-ups, an ESP helps get your emails to the right people at the right time.
In this blog, we’ll talk about what is an ESP and all you need to know as a marketer.
Now, let’s dive a little deeper.
Are Gmail, Outlook, and AOL ESPs? (Not Exactly…)
But here’s the thing, they aren’t ESPs in the marketing world.
These platforms are free mailbox providers. They’re great for sending personal emails, but they don’t let you send bulk campaigns, manage lists, or track performance like a true ESP.
Here’s how they differ:
- Purpose: ESPs are built for email marketing, while free mailbox providers focus on personal communication.
- Volume limits: ESPs can handle thousands (or even millions) of emails at once. Free providers often cap you at a few hundred per day.
- Features: ESPs offer advanced tools like analytics, list management, and automation. Free providers don’t.
- Audience: ESPs cater to businesses and marketers. Free providers are for individual users.
If you’re serious about email marketing, you’ll need a proper ESP. Let’s explore what a good one can do for your business.
What is an ESP and What Can an Advanced ESP Do for You?
A solid ESP is more than just a bulk email sender. It’s like having a marketing assistant who works 24/7, automating tasks, personalizing messages, and giving you deep insights. If you’re only using your ESP to send newsletters, you’re losing a lot of money
Here’s a look at what an advanced ESP can do:
1. Capture Leads with Custom Forms
You can’t send emails if you don’t have anyone to send them to, right?
Lead capture forms help you collect email addresses straight from your website, landing pages, or pop-ups.
An advanced ESP goes beyond basic forms, you can:
✅ Customize the design to match your brand.
✅ Add custom fields to gather relevant info.
✅ Trigger welcome emails and onboarding sequences automatically after sign-up.
For example, if someone signs up for a discount, they can instantly receive a welcome email that kicks off a nurture sequence.
2. Automate Email Sequences
Automation is where ESPs really shine. You can set up triggers that send emails based on specific actions your subscribers take.
Here’s how it works:
- Welcome series: Someone signs up? They get a warm welcome series.
- Abandoned cart recovery: Left items in the cart? Send a reminder (with a discount).
- Re-engagement campaigns: Inactive for 90 days? Time to win them back.
Advanced ESPs also offer multi-step workflows where subscribers move through different sequences depending on their behavior. It’s like having a personalized roadmap for each subscriber.
3. A/B Test Everything (Even Entire Automations)
Most ESPs let you A/B test subject lines and email content, but advanced platforms go further. You can test entire workflows to see which path converts better.
For instance, you can test:
- Subject lines: Which version gets more opens?
- Email content: Which message drives more clicks?
- Send times: When is your audience most engaged?
- Automation sequences: Which follow-up series leads to higher conversions?
If you’re running a post-purchase sequence, you can test whether offering a discount for a future purchase performs better than sending a thank-you email.
Over time, you’ll know exactly what works.
4. Smart Segmentation for Better Targeting
Gone are the days of blasting the same email to your entire list. Advanced ESPs allow dynamic segmentation, where subscribers move in and out of segments based on their behavior.
Here’s what that looks like:
- Someone clicks a link about running shoes? They move into a segment interested in fitness.
- A subscriber hasn’t opened an email in 90 days? They get tagged as inactive and receive a re-engagement campaign.
- A loyal customer makes a purchase? They move to a VIP segment for exclusive offers.
5. Advanced Analytics to Fine-Tune Your Strategy
If you’re serious about improving your email marketing, you need to know what’s working (and what isn’t). Advanced ESPs offer deep insights beyond just open and click rates.
With an advanced ESP, you can track:
- Engagement trends: See how subscriber behavior changes over time.
- Heatmaps: Find out which links get the most clicks.
- Conversion tracking: Measure how many subscribers made a purchase after clicking.
- Customer journey tracking: Understand where subscribers drop off in your automation.
6. List Management to Keep Your List Clean
A clean list is a happy list. Advanced ESPs offer list management tools that automatically keep your contact database fresh and organized.
Here’s what a good ESP can do:
- Tag and categorize subscribers based on their activity.
- Remove inactive subscribers to improve deliverability.
- Track bounces and invalid emails to maintain a strong sender reputation.
7. Personalization Based on Subscriber Behavior
Personalization is more than just adding a first name to your email. Advanced ESPs let you tailor content based on subscriber behavior.
For example:
- Browsing behavior: Recommend products based on pages visited.
- Purchase history: Suggest complementary products.
- Engagement levels: Send exclusive offers to high-value customers.
8. Multi-Channel Messaging (SMS, Push, and More)
Email is powerful, but combining it with other channels amplifies your reach. Many advanced ESPs now include SMS, push notifications, and even social media messaging.
For instance:
- A subscriber gets an email about a sale, followed by an SMS reminder if they don’t open it.
- A cart abandonment sequence includes both email and SMS reminders.
- A webinar confirmation email is followed by a text reminder an hour before the event.
9. E-Commerce Integrations to Drive Sales
If you run an online store, your ESP needs to integrate with your e-commerce platform. Advanced ESPs sync with Shopify, WooCommerce, and other platforms to automate sales-driven emails.
Key features include:
- Abandoned cart recovery: Remind customers to complete their purchase.
- Post-purchase follow-ups: Request reviews or suggest complementary products.
- Personalized product recommendations: Use past purchase data to upsell or cross-sell.
- Revenue tracking: See exactly how much revenue each campaign generates.
10. Deliverability Tools to Keep Emails Out of Spam
Even the best email won’t convert if it ends up in the spam folder. Advanced ESPs come equipped with tools to ensure your emails land in the inbox.
Features include:
- Send-time optimization: Emails go out when your audience is most likely to open them.
- Dedicated IPs: Protect your sender reputation if you send high volumes.
- Spam score checking: Identify potential red flags before sending.
Top 5 Email Service Providers (ESPs) for E-commerce Brands
If you’re running an online store, you already know email is your secret weapon. It’s how you bring back customers, boost revenue, and build lasting relationships. But what is an ESP exactly?
If you’re wondering what is an ESP that’s actually built for e-commerce, you’re not alone. Not all ESPs are created equal, and picking the right one can make all the difference. So, let’s dive into the top 5 ESPs that can take your email game to the next level. Starting with the best of the best.
1. Klaviyo: The Ultimate ESP for E-commerce Brands
Why It’s Perfect for E-commerce:
Klaviyo is the definition of what is an ESP should be for built for e-commerce. Hands down, it’s the best ESP for online stores, seamlessly integrating with platforms like Shopify, WooCommerce, and Magento to power high-converting email campaigns.
Here’s what makes Klaviyo a game-changer for e-commerce:
- Advanced segmentation: Group your audience based on their purchase history, browsing behavior, and even predicted actions.
- Abandoned cart recovery: Recover lost revenue by automatically sending reminders to customers who leave items in their carts.
- Revenue tracking: See exactly how much money each email generates, no more guessing.
- Personalized product recommendations: Use AI to suggest items based on what your customers have viewed or purchased.
- Post-purchase automations: Send follow-ups to request reviews, upsell related products, and nurture loyalty.
Pro Tip: Want to increase your revenue per recipient?
Klaviyo’s dynamic content and smart segmentation ensure every subscriber gets relevant, personalized emails, boosting both engagement and conversions.
The catch?
Klaviyo isn’t the cheapest ESP out there, and costs can add up as your list grows.
But for e-commerce brands focused on scaling and maximizing customer lifetime value, it’s an investment that pays off big time. If you’re serious about email marketing, understanding what is an ESP and why Klaviyo stands out can help you make a smarter choice.
2. HubSpot: Best for All-in-One Marketing and Sales Management
Why It’s Great for E-commerce:
HubSpot goes beyond just email marketing. It’s an all-in-one platform that combines email, CRM, automation, and sales pipelines, making it a great choice if you want everything in one place. If you’re still asking yourself what is an ESP that can handle more than just emails, HubSpot fits the bill.
Here’s what makes HubSpot stand out:
- Drag-and-drop email builder: Design beautiful, professional emails without any coding.
- Built-in CRM: Track every customer interaction and use that data to personalize future communications.
- Advanced segmentation and workflows: Easily send the right message to the right audience.
- Comprehensive reporting: Get deep insights into your email performance and customer journey.
The catch?
HubSpot’s pricing can get steep, especially as your contact list grows. It’s ideal for businesses that want an all-in-one solution, but it might be overkill if you’re just looking for what is an ESP to handle your email marketing needs.
3. Mailchimp: Best for Beginners and Small Businesses
Why It’s Great for E-commerce:
If you’re just starting with email marketing, Mailchimp is a great entry point. It’s easy to use, budget-friendly, and comes with basic automation tools that help you get started without feeling overwhelmed.
Here’s why Mailchimp is perfect for beginners:
- Drag-and-drop simplicity: Build emails quickly with pre-designed templates.
- Basic automation features: Set up welcome emails, abandoned cart reminders, and simple follow-ups.
- Audience segmentation: Group your subscribers into basic segments to send more targeted campaigns.
- Free plan available: Perfect for small businesses testing the waters of email marketing.
The catch?
Mailchimp’s automation and segmentation features are limited compared to Klaviyo or ActiveCampaign. As your e-commerce business grows, you’ll likely outgrow it and need a more robust platform.
4. ActiveCampaign – Best for Advanced Automation and Personalization
Why It’s Great for E-commerce:
If you’re all about automating complex customer journeys and sending highly personalized emails, ActiveCampaign has the tools you need. It’s known for its powerful automation builder and deep customization options, making it a great example of what is an ESP that excels at advanced automation.
Here’s why ActiveCampaign is a solid choice:
- Behavior-based automation: Trigger emails based on site visits, purchase history, and even CRM interactions.
- Advanced segmentation: Create dynamic lists that update automatically based on subscriber actions.
- A/B testing for workflows: Test not just subject lines and content but entire automation sequences.
- Deep e-commerce integrations: Connects easily with Shopify, WooCommerce, and other platforms.
The catch?
ActiveCampaign’s advanced features can be overwhelming for beginners, and it requires a bit of a learning curve. But if you’re serious about scaling through automation, it’s worth the effort. When you consider what is an ESP that offers deep customization and powerful automations, ActiveCampaign is one of the best options available.
5. SendGrid – Best for Developers and Transactional Emails
Why It’s Great for E-commerce:
If you need to send a high volume of transactional emails, like order confirmations, password resets, and shipping updates, SendGrid is the way to go. It’s built for reliable email delivery and offers powerful APIs for full customization.
Here’s why SendGrid excels:
- Scalable API: Gives developers control over email sending and customization.
- Reliable email delivery: Ensures your transactional emails land in the inbox, not the spam folder.
- Email templates for marketing and transactional use: Customize transactional and marketing emails effortlessly.
- Strong deliverability tools: Helps maintain a healthy sender reputation.
The catch?
SendGrid’s focus is primarily on transactional emails. While it can handle marketing emails, it lacks the advanced automation and segmentation features that e-commerce brands need to maximize revenue.
Which ESP is Right for Your E-commerce Business?
Choosing the right ESP isn’t a one-size-fits-all decision. It all comes down to your goals, budget, and how much control you want over your email strategy.
Here’s a quick cheat sheet to help you decide:
- Want the best e-commerce-specific ESP with advanced features? Go with Klaviyo.
- Craving deep automation and personalization? ActiveCampaign is a strong contender.
- Looking for an all-in-one marketing platform? HubSpot fits the bill.
- Just getting started with email marketing? Start with Mailchimp.
- Need reliable transactional email delivery? SendGrid has you covered.
Klaviyo is the #1 Choice for E-commerce Brands
If you’re serious about scaling your e-commerce business, Klaviyo is the best tool to get you there. Its powerful segmentation, predictive analytics, and revenue-focused automation make it the top choice for brands that want to maximize their email marketing ROI.
When considering what is an ESP that’s built specifically for e-commerce, Klaviyo stands out for its seamless integration with Shopify, WooCommerce, and other platforms. If you’re still wondering what is an ESP that can deliver both transactional and marketing emails effectively, Klaviyo checks all the boxes.
