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There’s a wide array, obviously, of email service providers (ESPs), including hosted, cloud-based online email marketing systems and services. These include Gmail and Yahoo! Mail. There’s a lot of them out there.
An ESP provides a platform for managing and segmenting your contacts, and your lists especially, building email templates, and sending and tracking your campaign on a larger scale than personal software allows. ESPs are the people that help you along the way. These are the companies that are like the middleman.
MailChimp, for example, will help you make the connection to a user who’s on Gmail or on Yahoo!, as opposed to you just having a massive Excel spreadsheet, sending out a BCC list. And then, of course, when you do that you get blocked a lot of times. You get listed as spam. It’s a lot more sophisticated. And so those ESPs will ki help you make that connection, make that handshake between your readers and your content.
Here are the key functions of email service providers:
Email service providers use spam watchdogs to monitor outgoing email. They want to make sure that it’s your message, not somebody else’s or that it’s not spammy. And, this basically helps them to manage the reputation of their email servers. A lot of this has to do with reputation. It’s on the ESP if you send information that is spammy or spam-worthy, and so they want to make sure that you’re not sending out stuff that could go in the junk mail or should go in the junk mail folder.
It’s their reputation on the line, as well as yours. And so you want to keep a really good relationship with your email service providers.
Here are some key considerations when you’re thinking about your email service providers:
What are the advantages to having a hosted email service provider?
You get all these benefits if you have a hosted ESP.Back to Top
Eric Stoller is a Higher Education Strategic Communications Consultant and Blogger at Inside Higher Ed. With a background in student affairs, academic advising, wellness, technology, and communications, Eric educates clients and audiences on digital identity development. As a blogger, he generates conversations, answers questions, and provides insight about a variety of tech topics, including Social Media Strategies and Email Marketing.
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ABOUT THIS DIGITAL MARKETING MODULE
The Email Marketing Strategy module will introduce the key concepts of email marketing and enable you to develop the knowledge and skills to build highly effective email campaigns. You will learn how to think like an email marketer and recognize that your subscriber list growth and quality is a key metric for the success of your campaign. Finally, you will recognize the role of various email delivery techniques as well as the importance of balancing frequency and volume of email sends.