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An email service provider (ESP) is a company that provides email marketing services. More specifically, it is a software company that offers an email marketing platform or tool that enables you to create and send bulk emails to a list of subscribers.

My series, The Financial Advisor’s Guide to Email Marketing, helps financial advisors understand how email marketing works so they can properly use financial email marketing strategies to connect with prospects and gain more clients. In the previous article in this series, I covered email-list building.

Now it is time to dig deep into the tool that allows you to build a list and send email marketing messages effectively.

The purpose of using an ESP, rather than sending from your own email client, such as Gmail, Yahoo, or Outlook, is that it helps you create professional designs, manage subscriber lists, evaluate the success of your email marketing campaigns, and stay within legal compliance.

There are hundreds of ESP companies. For your financial advisory firm, the best option is to select an ESP with a strong reputation for serving small business customers, such as MailChimp or Constant Contact.

Benefits of using an ESP

Getting started with an ESP can be very inexpensive or even free, so there aren’t any disadvantages to using one. There are many benefits, including: