{"id":25636,"date":"2021-04-22T16:29:00","date_gmt":"2021-04-22T10:59:00","guid":{"rendered":"https:\/\/testemail.uplers.com\/blog\/?p=25636"},"modified":"2021-08-31T10:55:42","modified_gmt":"2021-08-31T05:25:42","slug":"esp-to-marketing-automation-platform","status":"publish","type":"post","link":"https:\/\/email.uplers.com\/blog\/esp-to-marketing-automation-platform\/","title":{"rendered":"Your ESP – Marketing Automation Platform Guidebook"},"content":{"rendered":"\n

Email marketing has long been an essential part of any seasoned marketing plan and continues to be even more so after the 2020 boom. For evolving email marketing strategies<\/a>, there have also been a plethora of tools, such as a marketing automation platform.<\/p>\n\n\n\n

A lot of companies use ESPs or Email Service Providers to run their email marketing campaigns<\/a>. But these days, many of them are switching to marketing automation platforms for a variety of reasons including the scale of services provided by the latter. The what, why, and how of this is going to be our focus today.<\/p>\n\n\n\n

Before diving deeper, let us first explore what ESPs are and why they are a great place to begin. <\/p>\n\n\n\n

What is an ESP?<\/strong><\/h2>\n\n\n\n

An ESP is an online service that helps you send bulk emails to subscriber lists. You can use it to create emails, send them out, manage mailing lists, evaluate campaign success, and also link to your email database smoothly. It is tough to suggest which ESP would work best as each company has its own unique marketing goals. You need to carefully pick an ESP which includes features that align with your objectives. There are quite a few popular ESPs in the market<\/a> such as MailChimp, MailerLite, Sendinblue, etc.<\/p>\n\n\n\n

Why ESPs?<\/strong><\/h2>\n\n\n\n

ESPs don\u2019t just help you send out bulk emails. There are many reasons why they are preferred over email clients. Here are the key ones.<\/p>\n\n\n\n

  1. Blacklist defense<\/li>
  2. Compliance with email laws<\/li>
  3. List management<\/li>
  4. Email campaign creation tools<\/li>
  5. Tools for tracking and analysis<\/li><\/ol>\n\n\n\n

    Why the shift from ESP to Marketing Automation Platforms?<\/strong><\/h2>\n\n\n\n

    A lot of ESPs are now transitioning into full-service marketing platforms. Smaller ESPs are left with relatively limited features to offer. Every company operates in a different industry, possesses different resources, and has a different growth strategy.<\/p>\n\n\n\n

    For short-term marketing goals, ESPs are a great option. But when you think that your company is ready to take its marketing strategy a few notches higher, you might want to switch to a marketing automation platform. It would be at home within your CRM, providing your team increased agility and collaboration scope.

    \"We<\/a><\/div><\/div><\/p>\n\n\n\n

    What is a marketing automation platform?<\/strong><\/h2>\n\n\n\n

    It is quite a common view that ESPs and marketing automation platforms are very similar. However, they are not. In fact, there is only one similarity between the two. It is that they both can help you send marketing emails in bulk.<\/p>\n\n\n\n

    Marketing automation platforms let you expand beyond email lists and take care of a wide range of marketing activities within a unified platform. Apart from sending personalized emails to segmented lists, these include:<\/p>\n\n\n\n