{"id":2645,"date":"2014-03-17T07:52:30","date_gmt":"2014-03-17T07:52:30","guid":{"rendered":"http:\/\/www.digitalresponse.es\/blog\/?p=2645"},"modified":"2014-03-17T07:52:30","modified_gmt":"2014-03-17T07:52:30","slug":"herramientas-de-email-marketing-email-services-providers-esp","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/herramientas-de-email-marketing-email-services-providers-esp\/","title":{"rendered":"Email Marketing Tools: Email Services Providers (ESPs)"},"content":{"rendered":"

ESPs have been the pioneers of Email Marketing as we understand it today. They are platforms aimed at sending mass campaigns whose main added value revolves around the following axes:
\nThe deliverability of emails or deliverability<\/i>. <\/b>
\nOne of the key aspects when carrying out mass email marketing actions has to do with the level of email deliverability<\/a> in users' inboxes. Each time the filters through which an email passes<\/a> are tougher, since the aim of email providers such as Yahoo, Gmail or Outlook.com and of email client solution providers (Outlook, Thunderbird, Lotus) is to allow incoming requested and relevant content for the user<\/b>. In other words, many emails are filtered out as spam. From a technical point of view, ESPs are prepared to optimise the delivery of large volumes of emails in the inbox through proper management of database hygiene and sender reputation in general.
\nThe ability to trace the results of actions.<\/b>
\nBy means of a tracking system, these tools make it possible to trace the actions that a user has taken once an email has been delivered: when and how many times they have opened it, which links they have clicked on, if they have marked it as spam, if they have unsubscribed, etc... This will allow, on the analytical side, to control the performance<\/i> of the different campaigns to be implemented.
\nDatabase management.<\/b>
\nThe management of the database involves, on the one hand, the ability to manage in real time the status of users: registrations, cancellations, responses, etc. On the other hand, it involves the ability to quickly and user-friendly segment the database, both from the point of view of socio-demographic information (gender, age, postcode, product) and behavioural information (openers, non-openers, those who have clicked on a particular content, etc.). ). ESPs incorporate functionalities that allow for the proper management of subscriber status as well as list segmentation.
\n\"Email<\/a>
\nESPs can be classified according to whether they target small and medium-sized enterprises (Small and Middle Market) or large enterprises (Enterprise).<\/p>\n