ESP is an acronym used to refer to the Email Service Provider.
It is a company that offers platforms and services to manage bulk email delivery.
Among the various services offered by an ESP are the management of erroneous email addresses, that of subscribed and unsubscribed lists, open and click statistics.
The ESP-Email Service Provider tends to have privileged relationships with destination servers so, in case of email marketing activities, it is recommended to avoid especially spam risk.
As we can imagine, deliverability, or the ability to get a newsletter/dem delivered to the recipient’s inbox, is perhaps the most delicate phase of any email marketing activity.
Although in this case the content of the email itself plays an important role on the success or otherwise of the delivery, ESP is what plays, perhaps the main role.
A professional ESP service, in fact, allows:
- Set up monitoring and prevention activities;
- create real relationships with all stakeholders: ISPs, whitelists, authorities, whistleblowers;
- Authenticate emails according to best practices;
- Resort to dedicated server farms with accredited IPs.
