6 Email Marketing Service Provider Benefits

We may be biased, but we strongly believe that email marketing is one of the most valuable channels available to marketers today.

The results speak for themselves.

Conversion rates for emails are higher than social media, direct traffic, and search. And for every £1 you spend on email marketing, you can expect an average return of £35.

You may think that such a successful channel will be complicated and resource-intensive to manage.

Not necessarily.

With the help of an email service provider, brands can soon make a success of their email marketing. Creating eye-catching and engaging campaigns that are personalised to the individual. And that produce results.

If you’re still not convinced, read on to learn the benefits of an email service provider.

1.

Improved list management

Managing recipient data and lists can fast become an enormous task. One which can be prone to human error, and can become increasingly complicated as lists grow.

But proper list management is essential to email success. It enables segmentation, automation, personalisation, and so much more. So it should be taken seriously.

Fortunately, an email marketing service provider (ESP) can conduct most of the heavy-lifting when it comes to list management.

An ESP will automatically manage the adding of new subscribers to your list, whilst also removing unsubscribes. And it will enable the user to properly segment, organise, and manipulate their list as they require. Such as via subscription source, opens and clicks, demographics, and behaviour.

Airbnb Email Marketing example

2.

Easier campaign creation

There’s a lot of competition in the inbox. Meaning that if your email doesn’t stand out from the crowd, it will easily be skimmed over.

And brands today are pulling out all the stops when it comes to email design. Bold images, striking colours, and engaging GIFs are all commonplace in the inbox.

Fortunately, email marketing service providers can make creating beautiful emails a breeze. Even for the design novice.

An ESP will offer a range of customisable templates alongside drag and drop design capabilities, making it easy to create engaging, consistent emails that are on-brand. And allow users to easily incorporate images, video content, different fonts, and colours.

But email isn’t all about looking good, it’s important that they also display correctly on different devices. Fortunately, with an ESP you can be sure that email templates are utilising the most up-to-date code to ensure everything is displayed correctly on all devices.

And for added peace of mind, ESPs also offer the ability to view emails on different devices before you hit send.

Email Marketing Example - MissGuided

3.

Streamlined automation

If you are a regular reader of our content, you’ll know we are huge advocates of email automation.

Because for brands, the goal is to be able to send one-to-one communications to their audience. Ensuring that their content is timely, highly relevant, and as personalised as possible.

But achieving this would be impossible manually.

Fortunately, brands can utilise email automation through their email service provider to achieve all of the above. Sending the right email, at the right time, to the right recipient. With little manual intervention.

Brands are able to set up email sequences from welcome campaigns to nurturing series. All triggered automatically based on recipient behaviour such as browsing, abandoning a basket, or making a purchase.

What’s more, automated emails get 119% higher click rates than regular emails. Win, win.

Email Marketing Example - Made.com

4.

Advanced personalisation

In a world of ever-increasing consumer expectations, audiences now demand a buying experience that is highly tailored to their own needs and wants.

One size fits all email no longer cuts it. In fact, 63% of consumers will stop buying from brands that use poor personalisation tactics.

A good email marketing service provider offers brands endless personalised email opportunities. Without the need for additional time, resource, and costs.

Instead, an ESP will utilise consumer data, such as demographic, behavioural, and purchase data, to populate emails for the individual.

And we’re not just talking about first-name personalisation. Brands can utilise dynamic content blocks in their emails to include personalised messaging, imagery, product recommendations, and prices. All of which is specific to the individual recipient.

Email Marketing Example - New Look

5.

Accurate tracking and analytics

When it comes to email, the work doesn’t stop after you hit ‘send’.

To ensure your email campaigns are actually working, and to inform future campaigns and strategy, it is essential that you have access to accurate tracking and analytics capabilities.

Email marketing service providers offer built-in analytics to show you exactly what is working in your email campaigns. And what isn’t.

This includes high-level open and click data, list growth rate, and unsubscribes. As well as the ability to identify who is most engaged with your emails; information that can be utilised for better campaign segmentation.

6.

Ongoing support

Email service providers clearly offer great features and functionality. But that’s not all. Any good ESP will offer ongoing support to their customers in a variety of formats.

This could include dedicated account management, to provide regular reviews, strategic sessions, and tactical advice.

Alternatively, an ESP may provide events, workshops, and ongoing training to keep their customers up to date with the latest in the industry.

And of course, they should also offer blogs, guides, and webinars so that all users can benefit from the ESPs knowledge and insights.

Ongoing support is essential for brands to get the most out of their ESP. Ensuring that they are ahead of the competition. And that any issues or queries are dealt with, fast.

Curious about the benefits an email marketing service provider can bring to you?

At Pure360 we offer an all-in-one AI email and web marketing platform plus a Customer Success Team whose sole mission is to get you better results.

So why not get in touch with our team of experts to find out more?

If you’re looking to switch your Email Marketing Service Provider – Take a look at our step by step guide on how to make this a smooth process

Meet the author

Komal Helyer

VP Marketing