Subject areaChannels and tools
An email service provider (ESP) is the platform that sends email in volume on a company's behalf: it manages lists, sign-up forms, sending, unsubscribes and statistics.
Brevo, Mailchimp and similar tools are ESPs.
Beyond sending, it looks after delivery to the main inbox: it authenticates the sender and watches the reputation of the addresses. Many ESPs include marketing automation features, that is message sequences that start on their own based on what the contact does.
An example
A manufacturer of chemical laboratory equipment sends its newsletter from its own mail server and half the messages land in spam. After moving to an ESP with an authenticated sender, inbox delivery goes back above ninety per cent.
Enrico Giubertoni. Licensed under CC BY-NC 4.0: you may quote, translate and adapt this entry with the author’s name and a link, stating any changes. For commercial use, write to info@enricogiubertoni.com
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