What is ESP and how to choose one?
ESP stands for Email Service Provider - a service that enables marketers to send out email marketing campaigns to a list of users.
There are 240 ESPs on the market to choose from. According to Litmus survey the 10 Top based on user popularity are: Salesforce (Pardot), Mailchimp, Oracle, Marketo, Campaign Monitor, IBM, SendGrid, Constant Contact, HubSpot, Adobe. The choice depends on your situation and budget, not every business needs Salesforce for a starter.
What's Email Automation?
Email automation is the ability to send time or action triggered emails to subscribers with relevant information. A trigger is the event that starts an automation email or series. Automation allows you to create targeted emails that are sent when triggered by a specific date, event, or contact's activity. Whether it’s a triggered work flow that helps nurture new leads, birthday greetings that add a personal touch, or automated blog updates that take the legwork out of staying in touch with your audience — email automation makes email marketing more efficient, personalized, and relevant.