Email service providers

An email service provider (ESP) is a software provider that facilitates integration between email capabilities and web or mobile applications. It allows organizations to integrate email sending with their web apps via an Application Programming Interface (API) or Simple Mail Transfer Protocol (SMTP). Brands can then send emails at scale while managing their IP reputation and email-sending schedules.

ESPs also enable brands to manage the following tasks:

• Segment and maintain email lists

• Create new templates

• Measure email marketing metrics like open rate, conversion rate, and click-through rate

• Track click-through-to-open rate to assess clicks on calls-to-action (CTAs)