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The 6 Best ESPs to Ensure Inbox Success in 2024 (+Tips)

Samavia Malik

Consider this: You've poured your heart and soul into crafting those emails, meticulously working on the design and the words within.

But what's the point if these emails fail to make it to your audience's inboxes?

In just a blink, all the success you hoped for in your email marketing efforts can vanish.

That's why picking the right Email Service Provider (ESP) is a big deal – it's a critical factor in ensuring your bulk emails reach where they're supposed to and that your hard work doesn't go to waste.

Therefore, we've carefully curated a list of six best ESPs that go beyond the basics to elevate your email campaigns. 

But that's not all – we're also dishing out practical tips to help you navigate the selection process like a pro. 

So, let's dive in! 🚀📧

What Is an ESP?

An Email Service Provider (ESP) is a platform that offers email marketing services to land your emails in the inboxes. 

What is an Email Service Provider?

It provides the infrastructure and tools needed to create, send, and manage email marketing campaigns. 

These services often include features such as email template design, list management, tracking and analytics, and tools to ensure emails are effectively delivered to recipients' inboxes.

6 Best ESPs to Elevate Your Email Marketing Game

To help you navigate through the multitude of options, we've compiled a list of the six best ESPs that can up your email marketing game. 

These platforms offer a range of features, from user-friendly interfaces to advanced analytics, ensuring your messages not only reach but engage your target audience.

1. Klaviyo

Klaviyo’s email marketing homepage.

Klaviyo is renowned for its user-friendly interface, making it accessible for both beginners and seasoned email marketers. With a reputation for high deliverability rates, it ensures that your emails have a greater chance of landing in your audience's inboxes.

Features

  • Its robust features include powerful automation tools, allowing you to trigger any mix of email, SMS, and push for welcomes, cart abandons, win-backs, drop alerts, etc. 
  • The platform's advanced analytics provide valuable insights into customer behavior, where you can visualize your multi-channel performance with dashboards. 
  • It seamlessly integrates with various e-commerce platforms, facilitating the integration of sales data for more personalized and effective marketing strategies. 
  • Deliverability features such as guided warming and sunset flows help you land your emails in customers’ inboxes.

Pricing

Klaviyo provides a free plan for users with a limited number of 500 monthly email sends. The paid plans start at $45 monthly for those aiming to send 15,000 emails monthly.

2. Mailchimp

Mailchimp’s email marketing homepage.

Mailchimp is among the best ESPs, offering a comprehensive set of features catering to a diverse range of users. 

What makes it stand out is its user-friendly interface with a wide range of email templates, making it accessible to beginners while still providing robust tools for advanced users. 

Features

  • With Mailchimp, you can design visually appealing and responsive email campaigns using its drag and drop editor. 
  • The platform also offers email automation features, allowing you to create personalized and targeted emails based on customer behavior. 
  • Its analytics provide valuable insights, helping you track the performance of your campaigns and make data-driven decisions. 
  • Additionally, it provides integration with various third-party applications, making it versatile for different business needs. 

Pricing

Whether you're a small business owner or a large enterprise, Mailchimp's flexible pricing plans and scalability make it a popular choice for those looking to enhance their email marketing efforts.

The free plan includes 1,000 monthly email sends. The Essentials plan starts at $6.50 per month, Standard at $10 per month, and Premium at $175. 

3. ActiveCampaign

ActiveCampaign’s email marketing homepage.

ActiveCampaign is widely regarded as one of the best ESPs due to its versatile features that perfectly align with your various business needs. Here are key features that contribute to ActiveCampaign's popularity.

Features

  • ActiveCampaign excels in automation, allowing users to create sophisticated automation workflows. This includes automated email sequences, behavioral triggers, and personalized customer journeys.
  • Unlike some other ESPs, ActiveCampaign includes a Customer Relationship Management (CRM) system. This integrated approach allows you to manage your contacts, leads, and deals directly within the platform, streamlining marketing and sales processes.
  • It provides powerful segmentation tools, enabling you to categorize contacts based on demographics, behaviors, and interactions. This, in turn, allows for highly targeted and relevant communication.

Pricing

As for pricing, ActiveCampaign's plans are designed to cater to businesses of all sizes. The Lite plan is an entry-level plan suitable for small businesses, starting at $29 per month.

The Plus plan, which starts at $49 per month, is geared towards growing businesses. Professional and Enterprise plans are designed for larger enterprises, which start at $149 and $259 per month, respectively.

4. Brevo

Brevo’s email marketing homepage.

Brevo provides a range of features to support your email marketing efforts with its affordable and comprehensive marketing tools.

It also lets you create your marketing campaigns over SMS with a powerful CRM that pulls all your marketing efforts together.

Here are some of its features that make it a good ESP option.

Features

  • It allows you to create email campaigns using a drag and drop editor. 
  • Its servers are built to achieve the best email deliverability possible.
  • It offers email automation tools that enable you to automate your messages from welcome series to abandoned cart emails.
  • Advanced segmentation features automatically segment contacts according to interests, behaviors, and other attributes, triggering personalized emails and responses. 
  • The platform also handles the sending of all your transactional emails, such as order confirmations or password resets, ensuring reliable and timely delivery of critical messages.
  • It integrates easily with various third-party applications and services through its API, allowing for seamless connectivity with other tools and platforms.

Pricing

Brevo provides a Free plan with limited features, making it accessible for small businesses. The paid plans include a Starter plan ideal for growing businesses at $25 per month.

Marketing managers and e-commerce pros can go for the Business plan starting from $65 per month, while the BrevoPlus plan can be customized as per your business needs.

5. Constant Contact

Constant Contact’s homepage.

Constant Contact is a user-friendly ESP with robust features, making it yet another comprehensive email marketing solution.

Features

  • It offers an easy-to-use drag and drop editor to create visually appealing email campaigns.
  • There’s also real-time tracking to see what’s working and what’s not in terms of email marketing KPIs.
  • You can access and manage your email campaigns on the go with the Constant Contact mobile app.
  • Plus, you can easily set up automated email series based on triggers or subscriber actions to nurture leads and engage your customers over time.

Pricing

Pricing is typically based on the number of contacts you have. Constant Contact offers the Lite plan starting at $12 per month, Standard at $35 per month, and Premium at $80 per month.

6. Drip

Drip’s homepage.

Drip is an ESP that specifically caters to e-commerce businesses, providing advanced features for email automation. 

Let’s have a look at some of Drip's key features.

Features

  • Drip specializes in e-commerce automation, allowing businesses to create personalized and targeted email campaigns.
  • It integrates seamlessly with 150+ e-commerce platforms, CRMs, and other tools, facilitating the flow of data and enhancing overall marketing capabilities.
  • You can also design and send visually appealing email campaigns using Drip's intuitive visual email builder and optimize your messages with A/B testing.

Pricing

It offers a 14-day free trial, while the paid plan is based on the number of subscribers or contacts you have. Its pricing starts at $39 per month with a list size of 2,500 people.

8 Things to Consider While Picking the Best ESPs

Here are eight key considerations to keep in mind when picking the best ESP for your needs:

8 key factors to consider when picking the right ESP.

1. List segmentation

When choosing an ESP, it's essential to select a platform that not only supports segmentation but also offers intuitive tools and features to make the segmentation process efficient and manageable for your team.

So, you can easily divide your subscriber base into specific groups based on characteristics like demographics, behavior, or engagement. 

This enables you to send highly targeted and relevant messages to different segments of your audience and ultimately track the success rate of your campaigns.

2. Personalization

The next step after list segmentation is to look for ESPs offering advanced personalization features and dynamic content.

Why?

Because only then you’d be able to customize email content according to your customers’ data. Similarly, your chosen ESPs should also have dynamic content blocks that can fill in emails with important details like names, locations, or purchase history. 

The goal is to do this without manually entering all of this information and making lots of different emails.

Related: What is Dynamic Email Content? All You Need to Know

3. Deliverability

High deliverability is essential to ensure that your emails reach your subscribers' inboxes. Investigate the ESP's reputation for email deliverability and the measures they have in place to maintain good sender practices.

You can also check for other features like authentication protocols, bounce handling, and spam filter testing for better email deliverability and higher engagement rates.

Related: An Easy Guide to Reduce Your Email Bounce Rate

4. Scalability

Consider your future growth and whether the ESP can scale with your business. A flexible and scalable platform allows you to expand your email marketing efforts without encountering limitations.

Make sure your chosen ESP can manage a growing number of email campaigns without compromising the overall performance or unexpectedly adding extra costs in the future.

5. Automation

Automation features are like your email helper – they help you streamline and send super advanced email sequences that would take forever to do by hand. So, it's a must-have for reaching your target audience in a smart way.

When picking an ESP, make sure it's got robust automation capabilities, like trigger emails based on specific user actions, behavioral segmentation, and automated workflows. 

6. Analytics

It's great to send out well-designed emails, but how do you know if they're really doing well?

Having in-depth analytics and reporting features is super important for keeping track of how your email marketing campaigns are doing.

So, look for an ESP that gives you detailed stats like how many people opened your emails, clicked through them, converted, and engaged with them.

On top of that, having data presented in easy-to-understand graphs and charts is a big help. It lets you see how effective your campaigns are, spot areas that need improvement, and use data to make informed decisions for getting the most out of your email marketing plan.

7. Integration

Check for compatibility with other tools and platforms your business uses, such as CRM systems, e-commerce platforms, or analytics tools. 

Seamless integration enhances efficiency and data synchronization across your email marketing stack.

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8. Customer support

Assess the quality of customer support provided by the ESP. 

Look for platforms offering responsive customer support, including documentation, tutorials, and access to a support team that can assist with technical issues or questions.

Wrap Up

From user-friendly interfaces to advanced automation capabilities, the six best ESPs highlighted in this guide stand out for their unique features tailored to meet your diverse business needs. 

Remember, as you embark on your email marketing journey, consider factors like deliverability, analytics, and scalability. Each ESP brings its own strengths to the table, empowering you to engage your audience effectively and up your email marketing game. 

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