If you are a marketer then chances are that you must have heard how people believe email marketing to be dead. Well, it is untrue! In fact, 31% of B2B marketers consider email newsletters to be important in nurturing leads. Also, you would be a bit surprised to know that 73% of the millennials prefer businesses to communicate via email. In addition, almost 3.9 billion people check their email daily. Considering these statistics, it makes perfect sense for businesses to give as much importance to email marketing as they do to talent acquisition strategies or any other operation.
When it comes to email marketing, there are many different email service providers that you can choose to send bulk emails or for marketing automation. Some of the most famous ones are Mailchimp, ClickDimensions, and GetResponse. There are a lot of benefits associated with selecting the right ESP. What are they? Well, let’s find out!
#1. Able to Handle Large Volume
Email Service Providers or ESP is perfectly capable of handling large volumes when it comes to sending the mail. Different email clients such as Gmail and Outlook and other corporate mail servers impose limitations on the number of recipients and the frequency of emails you can send at one time. These limitations help protect the integrity of all users. However, ESPs have the infrastructure that can easily send large amounts of emails to as many recipients as you like and that too quickly.
#2. Email Tracking
One of the most useful benefits of using an ESP is that when you send out an email, you don’t need to wonder about the impact that your email creates. Instead, you can simply measure it. You can check who has opened the mail, how many people clicked on the link, on which links they clicked, how many people bounced, and why. You can even find out who unsubscribed.
#3. List Management
While doing email marketing, remember that your list can only consist of those people who have given their consent to receive emails from you. Therefore, one would have to make sure that the list is up-to-date. But guess what?! You don’t really have to do this yourself as ESP will perform this task for you. It will automatically add people who subscribe to the list. Also, if someone unsubscribes the ESP will eliminate the user from the list. Moreover, different ESPs could also give you the option to segment the list based on campaign activity or the behavior of subscribers.
#4. Personalization
When sending an email to the entire list of subscribers, you can choose to add an element of personalization. This would allow you to connect with your audience in a better way. The ESP can enable you to personalize the email by giving you the option to include the name of the subscriber either in the subject line, in the greeting, or in the body of the email. If you have the data, you can even add other information regarding a subscriber in the mail such as gender, marital status, and the city.
#5. Automated Email Campaigns
Apart from manually sending the emails to your list, ESP would give you the option to schedule the emails to be sent at a specific time and date. You can also with the help of ESP’s data figure out the best time when the emails were opened the most. You can then send out an email at that particular time. Some ESPs will also give you automation features that you can use to create email sequences to welcome those who just subscribed to the list.
Conclusion
An email service provider is extremely essential for businesses if they want to make the most out of their email marketing efforts. While choosing the ESP, you would have to consider how reliable it is when it comes to email deliverability. At the same time, do check what features it offers. This is because it will help you determine which email strategies you can use.