Choosing the right Email Marketing Service Provider: The Best Approach

Businesses often find campaign strategies with email marketing quite helpful in several arrays. 

If employed well, this is one of the most effective channels for driving ROI. It helps create mutually beneficial customer relationships and leverages the existing customer base to deliver results. Therefore, it is important to utilize cutting-edge email marketing services to build robust campaigns that fulfill actionable practices. Apart from this, these services also provide access to automation, which helps make things easier and more efficient. The attached metrics help in measuring the campaign’s overall effectiveness.

If you want to pick an email marketing service provider, you must thoroughly research the providers’ features, prices, and tools. We have enumerated certain features offered by email marketing services for you to consider before taking that final step. These will help you make a more well-informed decision about who you want to involve in your business.

Number of Emails

The number of emails that you want to send out depends on the size of your business. However, it is a good idea not to go for a vendor that puts a ceiling on the number of emails you can send per campaign. You have to cater to your entire subscriber list, even if it takes to pick one vendor over the other.

Email Templates

If you are running short on time or are not interested in creating your email campaign from scratch, it is a good idea to opt for managed email marketing services that offer pre-written email templates. Many vendors these days offer these templates, depending on the task you want to accomplish.

Image Library

A picture is worth a thousand words, which holds equally true in the world of online marketing. Therefore, vendors offer a wide array of stock images and pictures for free without the threat of copyright infringement and are valuable in their own right.

Custom Auto-Responses

It is imperative to have effective responses prepared and ready to send in case of certain situations. These can include requests from a customer to be taken off the mailing list or even requesting more information. A good service provider will ensure you have all the tools at your disposal to help customize responses for any potential request that might come your way.


Effective tracking, reporting, and analyzing a campaign both during and after its run is a vital feature for an email marketing vendor. The analysis needs to be comprehensive and must be able to point out the pain points of the campaign.

Multiple Users

Any good email marketing service will allow multiple users to work on their product or their service. This approach usually involves more than one person working on the campaign in most business situations.

Signup Forms

Suppose your email marketing campaign aims to increase the number of subscribers or loyal members in any affinity program. In that case, your service provider can provide you with multiple templates of signup forms.

A/B Testing

Measuring different versions of an email is a vital part of the marketing process. It is through A/B testing that you can determine the best possible strategy for your email marketing campaign before you fully commit to it. Most vendors provide this standard feature.


Customization allows business owners to tailor their emails specifically to what users want to read. Segmentation boosts the effectiveness of the message, and it is a part of most packages that software vendors offer, mainly because of its high usage.

Artificial Intelligence

Artificial intelligence or AI in the email marketing world is a bit new, but it might be something that you need to consider for the times to come. Use of AI can lead to more accurate and deeper segmentation and personalization, and it is a good idea to choose the vendor that provides these services.

CRM Integration

Businesses that have their CRM systems well up and running might have to go for vendors that support their services with their existing CRMs. It is a good idea to inquire about this feature way beforehand to prevent future surprises.

Mobile Compatibility

Most customers these days have multiple devices to open their emails on, apart from their desktops or laptops. These can include smartphones, tablets, etc., with the former dominating the other. Email templates must be compliant with multiple platforms so that they can be open and read seamlessly. The preview tools that the vendor enlist must contain this feature.