# Email Service Provider: Choosing the Right One > Learn how to choose the right email service provider. Evaluate features, user experience, costs, and reviews to make an informed decision. Published: 2023-03-28 ยท Updated: 2024-08-14 Canonical: https://alterable.com/blog/email-service-provider-choosing-the-right-one/ --- Choosing an email service provider is one of those decisions that's cheap to make and expensive to unmake. Migrating a list, rebuilding templates and re-warming a sending domain can eat a quarter, which is why so many teams stay on a platform they've outgrown. The way to avoid that is to be clear about what you'll need in two years, not just what you need this month. Here's how I'd compare them. ## Analyze and Compare Email Service Provider Features When comparing ESPs, it's essential to analyze and compare their features. One of the essential features to consider is the number of contacts the ESP allows. If your business has a large customer base, you need an ESP that can handle that many contacts. Check the daily send limit too. If you plan to send multiple email campaigns, you need an ESP to handle your email volume. Another feature to consider is the email design tools. You want an ESP that provides drag-and-drop email builders, customizable templates, and pre-designed email layouts. Some ESPs offer automation and segmentation features that help personalize your campaigns and improve email open rates. Finally, consider the ESP's reporting and analytics features. You want an ESP that provides in-depth reporting on email performance, including [open rates](/blog/open-rates-moving-to-more-reliable-metrics/), click-through rates, and conversions. With these features in mind, you can compare ESPs and choose the one that fits your business needs. ## Test the User Experience The user experience is a critical factor when choosing an ESP. You want an ESP that is easy to use and navigate. It should be intuitive and require minimal training. The ESP's dashboard should be clean, and it should be easy to find the features you need. Look at their support while you are there. If you have an issue, you want an ESP that provides quick and helpful support. Another essential aspect of the user experience is compatibility. Ensure that the ESP integrates with the software you're already using. Also, ensure that the ESP provides mobile optimization. Many people check their email on their phones, so it's essential to have mobile-friendly emails. By testing the user experience, you can find an ESP that is easy to use and aligns with your business needs. ## Evaluate Email Service Provider Costs Cost is an essential factor to consider when choosing an ESP. However, it's not just about finding the cheapest option. You need an ESP that provides good value for money. Consider the pricing plans and ensure that they align with your budget. Some ESPs charge per email sent, while others charge per contact. Some ESPs offer a free plan with limited features, while others offer a trial period. It's essential to compare the costs of different ESPs and choose the one that provides good value for money. In addition to the upfront costs, consider the long-term costs of using an ESP. As your business grows, your email marketing needs may change. You may need to send more emails or have more contacts. Consider whether the ESP can scale with your business and whether the pricing plans reflect this scalability. Price the integrations as well. If you need to integrate the ESP with other software, ensure the integration costs are within your budget. ## Look for Reviews on Reputable Websites Reading reviews from other companies and businesses can help you make an informed decision. Look for case studies and avoid sponsored blog posts to form your opinion. Check reputable websites for reviews to understand the ESP's performance accurately. Some popular review websites for ESPs include G2, Capterra, and TrustRadius. Social media and forums are worth a look for the complaints that never make it into a review site. Pay particular attention to reviews mentioning [email deliverability](/blog/email-deliverability-faq-everything-you-need-to-know/). When reading reviews, look for common themes or issues; if multiple users mention the same problem, the ESP likely has an issue that needs to be addressed. Reviews from businesses your size are worth more than the rest. If a business in the same industry as yours has succeeded with an ESP, it's a good indicator that the ESP will also work well for your business. You can decide which ESP is right for your business by reading reviews from reputable websites. ### Popular Review Websites to Consider 1. [G2](https://www.g2.com/) - G2 is a leading software review website that allows users to rate and review software products. G2 verifies its reviewers, so you are reading people who actually pay for the thing. 2. [Capterra](https://www.capterra.com/) - Capterra is a free software review and comparison website that allows users to search for and compare software products. Capterra provides user reviews, ratings, and detailed pricing and features information. 3. [Trustpilot](https://www.trustpilot.com/) - Trustpilot is a customer review website that allows users to rate and review businesses. While it's not explicitly focused on software products, it can still be a valuable resource for evaluating Email Service Providers based on customer satisfaction. 4. [GetApp](https://www.getapp.com/) - GetApp is a cloud-based software review website that provides user reviews, ratings, and comparisons of software products. GetApp puts pricing and features side by side, which saves you opening eight tabs. ## How to actually choose Choosing the correct ESP can significantly impact the success of your email marketing campaigns. Analyze and compare features, test the user experience, evaluate costs, and look for reviews on reputable websites. Following these tips, you can choose an ESP that meets your needs and helps you achieve your goals. ### Email Service Provider Suggestions Many Email Service Providers are available on the market, each with its own strengths and weaknesses. Here are some popular ESPs to consider: 1. [Mailchimp](https://mailchimp.com/) - Mailchimp is one of the most popular ESPs available. It offers a free plan for businesses with up to 2,000 contacts and 10,000 emails per month. Mailchimp has a user-friendly interface and various features, including automation and A/B testing. 2. [Mailerlite](https://www.mailerlite.com/) - Mailerlite is an ESP that offers a range of features, including email automation, landing pages, and pop-ups. Mailerlite provides a free plan for businesses with up to 1,000 subscribers and paid plans based on the number of subscribers. 3. [ConvertKit](https://convertkit.com/) - ConvertKit is an ESP designed for bloggers and content creators. It offers a range of features, including automation and landing pages. ConvertKit provides a 14-day free trial and pricing plans based on the number of subscribers. 4. [Mailcoach](https://mailcoach.app/) - Mailcoach is an open-source email marketing platform that allows you to self-host your email marketing software. It offers email automation, segmentation, and customizable email templates. Mailcoach is an excellent option for businesses seeking more control and customization over their email marketing platform.