{"id":91705,"date":"2024-04-18T06:00:00","date_gmt":"2024-04-18T13:00:00","guid":{"rendered":"https:\/\/zetaglobal.com\/?post_type=insight&#038;p=91705"},"modified":"2025-04-08T07:57:38","modified_gmt":"2025-04-08T14:57:38","slug":"choose-the-right-esp","status":"publish","type":"insight","link":"https:\/\/zetaglobal.com\/resource-center\/choose-the-right-esp\/","title":{"rendered":"How to Choose the Right ESP: 6 Differentiators That Matter"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"91705\" class=\"elementor elementor-91705\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-36dd04b elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"36dd04b\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-9607f9d\" data-id=\"9607f9d\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1db78f7 elementor-widget elementor-widget-blog-detail-hero-article-hero\" data-id=\"1db78f7\" data-element_type=\"widget\" data-widget_type=\"blog-detail-hero-article-hero.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t<div class=\"article-hero article-hero__variant-2 \">\n\t\t<div class=\"article-hero__wrapper\">\n\n\t\t\t<div class=\"article-hero__content\">\n\t\t\t\t\t\t\t\t\t<div class=\"article-hero__info\">\n\t\t\t\t\t\t<div class=\"article-hero-breadcrumbs\" id=\"breadcrumbs\"><span><span><a href=\"https:\/\/zetaglobal.com\/\">Home<\/a><\/span><\/span><\/div>\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t<h1 >\n\t\t\t\t\tHow to <strong>Choose the Right ESP:<\/strong> 6 Differentiators That Matter\t\t\t\t<\/h1>\n\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t<div class=\"article-hero__date\">\n\t\t\t\t\t\t<span class=\"article-hero__date-title\">Published on<\/span>\n\t\t\t\t\t\t<time class=\"article-hero__date-value\">September 27, 2023<\/time>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<\/div>\n\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t<div class=\"zeta-section-with-sidebar\"><div class=\"zeta-section-content\">\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-54cd286 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"54cd286\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-318ab83\" data-id=\"318ab83\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-98b91bf elementor-widget elementor-widget-text-editor\" data-id=\"98b91bf\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Choosing the right Email Service Provider (ESP) is more than just a technical decision\u2014it&#8217;s a strategic play. A comprehensive, future-proof ESP is the difference between email campaigns that drive revenue, and those that fall flat. However, finding the right ESP can be a daunting task. Discover six key features to look out for so you can effectively engage with customers and unlock new avenues for growth.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-91707 size-full\" src=\"https:\/\/zetaglobal.com\/wp-content\/uploads\/2024\/04\/Choosing-an-ESP-6-Differentiators-that-Matter_Blog.jpg\" alt=\"Person looking at their phone and smiling\" width=\"1219\" height=\"687\" srcset=\"https:\/\/zetaglobal.com\/wp-content\/uploads\/2024\/04\/Choosing-an-ESP-6-Differentiators-that-Matter_Blog.jpg 1219w, https:\/\/zetaglobal.com\/wp-content\/uploads\/2024\/04\/Choosing-an-ESP-6-Differentiators-that-Matter_Blog-300x169.jpg 300w, https:\/\/zetaglobal.com\/wp-content\/uploads\/2024\/04\/Choosing-an-ESP-6-Differentiators-that-Matter_Blog-1024x577.jpg 1024w, https:\/\/zetaglobal.com\/wp-content\/uploads\/2024\/04\/Choosing-an-ESP-6-Differentiators-that-Matter_Blog-150x85.jpg 150w, https:\/\/zetaglobal.com\/wp-content\/uploads\/2024\/04\/Choosing-an-ESP-6-Differentiators-that-Matter_Blog-768x433.jpg 768w\" sizes=\"(max-width: 1219px) 100vw, 1219px\" \/><\/p>\n<h2 id=\"what-is-an-esp-and-why-do-you-need-one\">What is an ESP, and Why Do You Need One?<\/h2>\n<p>An Email Service Provider (ESP)\u2014over referred to as an <a href=\"https:\/\/zetaglobal.com\/platform\/esp\/\" target=\"_blank\" rel=\"noopener\">email marketing platform<\/a>\u2014provides email marketing and distribution services for your business. Think of it as your digital mail house, offering specialized tools and services for efficient and impactful email marketing.<\/p>\n<p>Unlike regular internet service providers, ESPs specialize in handling large-scale email distributions, seeing to more effective campaign deployment.<\/p>\n<p>An ESP can help you:<\/p>\n<ul>\n<li>Ensure legal compliance to avoid fines<\/li>\n<li>Authenticate emails, minimizing phishing risks<\/li>\n<li>Manage and update your email list, cleaning out invalid entries<\/li>\n<li>Protect your sender reputation and avoid blacklisting<\/li>\n<li>Guard your email list against unauthorized access<\/li>\n<li>Tap into insights and metrics for enhanced campaign performance<\/li>\n<\/ul>\n<p>That said, not all ESPs are created equal. Some will be better suited to your needs than others.<\/p>\n<h2 id=\"how-to-choose-the-right-esp\">How to Choose the Right ESP<\/h2>\n<p>Here are six key factors to consider when choosing an ESP.<\/p>\n<h3 id=\"extend-beyond-email\">Extend Beyond Email<\/h3>\n<p>Your email marketing initiatives will likely require seamless, timely integrations with various platforms and data sources, such as Customer Data Platforms (CDPs) and Data Management Platforms (DMPs).<\/p>\n<p>Choosing a provider that meets these asks and that can liaise with other vendors will give you a significant edge on your competition. The capacity to link disparate tools and data sources is mission critical to advanced personalization strategies that, in turn, create unified customer profiles.<\/p>\n<p>Integrating various tools has posed more of a challenge in this era of explosive martech growth, and streamlining marketing operations should be top of mind. To do so, consider either a single, centralized provider, or a carefully selected network of vendors that provide seamless integration.<\/p>\n<h3 id=\"speed-of-data-processing\">Speed of Data Processing<\/h3>\n<p>It\u2019s important to consider how many data sources your ESP is compatible with. That said, the quality of these sources and their processing speed are just as critical.<\/p>\n<p>For instance, how long does it take to process the external data sources needed to deploy an email campaign? Every provider will claim they do this in \u201creal time,\u201d but each ESP has its own definition of what \u201creal time\u201d means. Gain a clear understanding now, avoid disappointment later.<\/p>\n<h3 id=\"identity-resolution-capabilities\">Identity Resolution Capabilities<\/h3>\n<p>A platform\u2019s ability to append various data sources onto comprehensive customer profiles is key. The more accurate and reliable the data, the more effective your campaigns will be. Consider these prompts to help guide your decision:<\/p>\n<ul>\n<li>How many data points can your identity graph accommodate?<\/li>\n<li>Is identity based solely on cookies?<\/li>\n<li>Is it an audience with first-party permissions?<\/li>\n<li>How does the platform identify various data points as a single customer?<\/li>\n<li>Can you make connections between known and anonymous users?<\/li>\n<\/ul>\n<p>A top-tier email marketing service is one that provides a dynamic view of customer profiles, driving hyper-targeted campaigns and real results.<\/p>\n<h3 id=\"predict-and-act-on-key-insights\">Predict and Act on Key Insights<\/h3>\n<p>Data and insights are only as useful as they are actionable in real time.\u00a0 Rudimentary capabilities, like sending messages based on audience segments or specific events, are table stakes. What sets an ESP apart is its ability to incisively analyze behavior patterns and make strategic suggestions.<\/p>\n<p>Let\u2019s say you&#8217;re in charge of marketing for a coffee shop. One route is to target any customers who have expressed interest in your specialty coffees. On the other (upper) hand, an advanced ESP could identify certain customers who regularly visit on Monday mornings. From there, you could increase the likelihood of conversion by running a special offer with their go-to order at the start of the week.<\/p>\n<p>Your next email marketing platform should provide you with foresight into where your customers are headed next. These proactive suggestions will enable you to better engage them and drive stronger results.<\/p>\n<h3 id=\"omnichannel-personalization\">Omnichannel Personalization<\/h3>\n<p>Email personalization is standard these days, but what about other platforms? Consider how your messaging resonates across email, social media, SMS, and digital advertising\u2014without overloading your audience.<\/p>\n<p>Calling back to our coffee shop example, an advanced ESP knows who loves your flat whites <em>and <\/em>how and when to engage them\u2014be it an Instagram ad on a Wednesday morning, or a weekend SMS.<\/p>\n<p>Top email marketing platforms are built to spot these channel preferences and intent signals. This granular level of insight allows for personalized communication that feels both organic and relevant.<\/p>\n<h3 id=\"track-and-predict-what-matters\">Track and Predict What Matters<\/h3>\n<p>It\u2019s not uncommon to rely on standardized metrics like click-through rates, open rates, conversion rates, and revenue. But these numbers only scratch the surface, offering a glimpse into past behavior but very little insight into customer relationships or the long-term health of your business.<\/p>\n<p>The real question is: How do these KPIs translate into meaningful growth and customer loyalty? It&#8217;s about looking beyond past interactions to forecast customer lifetime value (CLV). Consider how to nurture each customer relationship and cement brand loyalty. An ESP worth investing in should go beyond basic reporting. You need strategic insights and predictive analytics to help build and maintain meaningful relationships.<\/p>\n<h2 id=\"elevate-your-email-marketing-with-zetas-ai-powered-esp\">Elevate Your Email Marketing with Zeta&#8217;s AI-Powered ESP<\/h2>\n<p>Unlock the full potential of email marketing with the <a href=\"https:\/\/zetaglobal.com\/platform\/\">Zeta Marketing Platform<\/a> (ZMP), a comprehensive solution that includes an advanced Email Service Provider.<\/p>\n<p>The Zeta ESP delivers on the promise of 1:1 personalization at scale\u2014and customers tell us it has helped them drive a 586% increase in revenue, a 9% boost in average order value, and a 51% decrease in email volume.<\/p>\n<p>Our platform is designed to provide deep insights, faster intelligence, and effective cross-channel activation, ensuring every campaign drives maximum ROI.<\/p>\n<p>Ready to unleash the full potential of your email marketing efforts? Learn more about the <a href=\"https:\/\/zetaglobal.com\/platform\/esp\/\">Zeta ESP<\/a> or book a demo to experience the transformative power of Zeta.<\/p>\n<p>Are you preparing a request for proposal (RFP) to select your next ESP partner? <a href=\"https:\/\/zetaglobal.com\/the-best-rfp-for-identifying-the-right-esp\/\">Download our RFP template<\/a> designed to help you emphasize these and other key differentiators.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t<\/div>\t\t\t<div class=\"zeta-section-sidebar\">\n\t\t\t\t<div class=\"zeta-section-sidebar-sticky\">\n\t\t\t\t\t<div class=\"zeta-section-sidebar-toc\">\n\t\t\t\t\t\t<div class=\"zeta-section-sidebar-toc-title\">\n\t\t\t\t\t\t\tTable of Contents\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<div class=\"zeta-section-sidebar-toc-label\"><\/div>\n\t\t\t\t\t\t<ul class=\"post-aside__nav\" id=\"post-aside__nav\"><li><a class=\"live-toc-link\" href=\"#what-is-an-esp-and-why-do-you-need-one\"><span>What is an ESP, and Why Do You Need One?<\/span><\/a><\/li><li><a class=\"live-toc-link\" href=\"#how-to-choose-the-right-esp\"><span>How to Choose the Right ESP<\/span><\/a><\/li><li><a class=\"live-toc-link\" href=\"#elevate-your-email-marketing-with-zetas-ai-powered-esp\"><span>Elevate Your Email Marketing with Zeta&#8217;s AI-Powered ESP<\/span><\/a><\/li><\/ul>\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t\t\t\t<div class=\"zeta-section-sidebar-share\">\n\t\t\t\t\t\t<div class=\"zeta-section-sidebar-share-title\">Share Article<\/div>\n\t\t\t\t\t\t<div class=\"zeta-section-sidebar-share-list\">\n\t\t\t\t\t\t\t<a target=\"_blank\" href=\"https:\/\/www.facebook.com\/sharer.php?text=Seth%20Rogen&u=https:\/\/zetaglobal.com\/people\/seth-rogen\/\" class=\"zeta-section-sidebar-share-item\">\n\t\t\t\t\t\t\t\t<svg width=\"24\" height=\"24\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n\t\t\t\t\t\t\t\t\t<path d=\"M16.4621 3.75373L13.9826 3.75073C11.5781 3.75073 10.0249 5.34373 10.0249 7.81198V9.68323H7.53711V13.0695H10.0249L10.0219 20.2507H13.5026L13.5056 13.0695H16.3601L16.3579 9.68398H13.5056V8.09623C13.5056 7.33273 13.6864 6.94648 14.6801 6.94648L16.4546 6.94573L16.4621 3.75373Z\" fill=\"black\" \/>\n\t\t\t\t\t\t\t\t<\/svg>\n\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<a target=\"_blank\" href=\"https:\/\/x.com\/share?t=Seth%20Rogen&url=https:\/\/zetaglobal.com\/people\/seth-rogen\/\" class=\"zeta-section-sidebar-share-item\">\n\t\t\t\t\t\t\t\t<svg width=\"25\" height=\"24\" viewBox=\"0 0 25 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n\t\t\t\t\t\t\t\t\t<path d=\"M17.0177 5H19.4711L14.1113 10.9306L20.4166 19H15.4793L11.6124 14.1063L7.18721 19H4.73247L10.4652 12.6572L4.41663 5H9.47895L12.9743 9.47358L17.0177 5ZM16.1565 17.5785H17.5163L8.74062 6.3472H7.28163L16.1565 17.5785Z\" fill=\"black\" \/>\n\t\t\t\t\t\t\t\t<\/svg>\n\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<a target=\"_blank\" href=\"https:\/\/www.linkedin.com\/shareArticle?mini=true&url=https:\/\/zetaglobal.com\/people\/seth-rogen\/\" class=\"zeta-section-sidebar-share-item\">\n\t\t\t\t\t\t\t\t<svg width=\"25\" height=\"24\" viewBox=\"0 0 25 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n\t\t\t\t\t\t\t\t\t<path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M8.51157 19V9.55376H5.51077V18.9999H8.51157V19ZM7.01149 8.26451C8.0576 8.26451 8.70924 7.53854 8.70924 6.63208C8.68946 5.70547 8.0576 5 7.0311 5C6.00444 5.00003 5.33337 5.7055 5.33337 6.63211C5.33337 7.53857 5.98466 8.26454 6.99173 8.26454L7.01149 8.26451ZM10.1724 19C10.1724 19 10.2118 10.4401 10.1724 9.55378H13.1737V10.9237H13.1537C13.5484 10.2791 14.2593 9.33196 15.8781 9.33196C17.8531 9.33196 19.3334 10.6821 19.3334 13.5836V19H16.3326V13.9465C16.3326 12.6768 15.8984 11.8103 14.8121 11.8103C13.9833 11.8103 13.4893 12.3944 13.2723 12.9591C13.193 13.1601 13.1737 13.4424 13.1737 13.7247V19H10.1724Z\" fill=\"black\" \/>\n\t\t\t\t\t\t\t\t<\/svg>\n\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<a target=\"_blank\" href=\"mailto:?subject=Seth%20Rogen&body=Seth%20Rogen%20https:\/\/zetaglobal.com\/people\/seth-rogen\/\" class=\"zeta-section-sidebar-share-item\">\n\t\t\t\t\t\t\t\t<svg width=\"24\" height=\"24\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n\t\t\t\t\t\t\t\t\t<path d=\"M6 8.00004L10.65 11.5429C11.45 12.1524 12.55 12.1524 13.35 11.5429L18 8\" stroke=\"black\" stroke-width=\"1.5\" stroke-linecap=\"round\" stroke-linejoin=\"round\" \/>\n\t\t\t\t\t\t\t\t\t<path d=\"M17.4444 7H6.55556C5.69645 7 5 7.63959 5 8.42857V15.5714C5 16.3604 5.69645 17 6.55556 17H17.4444C18.3036 17 19 16.3604 19 15.5714V8.42857C19 7.63959 18.3036 7 17.4444 7Z\" stroke=\"black\" stroke-width=\"1.5\" stroke-linecap=\"round\" \/>\n\t\t\t\t\t\t\t\t<\/svg>\n\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t<div class=\"zeta-section-sidebar-share-note\">or copy this link<\/div>\n\n\t\t\t\t\t\t<div class=\"zeta-section-sidebar-share-copy\" data-text=\"Copied URL\">\n\t\t\t\t\t\t\t<em>\n\t\t\t\t\t\t\t\t<svg width=\"20\" height=\"20\" viewBox=\"0 0 20 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n\t\t\t\t\t\t\t\t\t<g clip-path=\"url(#clip0_205_2353)\">\n\t\t\t\t\t\t\t\t\t\t<path d=\"M13.125 13.125H16.875V3.125H6.875V6.875\" stroke=\"black\" stroke-width=\"1.5\" stroke-linecap=\"round\" stroke-linejoin=\"round\" \/>\n\t\t\t\t\t\t\t\t\t\t<path d=\"M13.125 6.875H3.125V16.875H13.125V6.875Z\" stroke=\"black\" stroke-width=\"1.5\" stroke-linecap=\"round\" stroke-linejoin=\"round\" \/>\n\t\t\t\t\t\t\t\t\t<\/g>\n\t\t\t\t\t\t\t\t\t<defs>\n\t\t\t\t\t\t\t\t\t\t<clipPath id=\"clip0_205_2353\">\n\t\t\t\t\t\t\t\t\t\t\t<rect width=\"20\" height=\"20\" fill=\"white\" \/>\n\t\t\t\t\t\t\t\t\t\t<\/clipPath>\n\t\t\t\t\t\t\t\t\t<\/defs>\n\t\t\t\t\t\t\t\t<\/svg>\n\t\t\t\t\t\t\t<\/em>\n\n\t\t\t\t\t\t\t<span class=\"zeta-section-sidebar-share-input\">https:\/\/zetaglobal.com\/wp-json\/wp\/v2\/insight\/91705<\/span>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\t\t<\/div>\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3bce5f7 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"3bce5f7\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-b9679b3\" data-id=\"b9679b3\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3231a96 elementor-widget elementor-widget-large-article-call-out\" data-id=\"3231a96\" data-element_type=\"widget\" data-widget_type=\"large-article-call-out.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"large-article-callout bg-gray\">\n\t<div class=\"large-article-callout__container container\">\n\t\t\t\t\t<h2 >Explore Our Insights<\/h2>\n\t\t\t\t<div class=\"large-article-callout__items grid\">\n\t\t\t\t\t\t\t<div class=\"large-article-callout__item card-grayscale\">\n\t\t\t\t\t<a href=\"https:\/\/zetaglobal.com\/the-best-rfp-for-identifying-the-right-esp\/\" target=\"_self\">\n\t\t\t\t\t\t<div class=\"large-article-callout__image-wrap\">\n\t\t\t\t\t\t\t\t\n\t\t\n\t\t\n\t\t\n\t\t\t<img\n\t\t\t\t\t\t\t\tsrc=\"https:\/\/zetaglobal.com\/wp-content\/uploads\/2024\/04\/Best_RFP_Right_ESP_landingpage-1024x578.jpg\" alt=\"\"\n\t\t\t\t\t\t\t\t>\n\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<div class=\"large-article-callout__divider\"><\/div>\n\t\t\t\t\t\t<div class=\"large-article-callout__content\">\n\t\t\t\t\t\t\t<p class=\"large-article-callout__content-eyebrow\">Reports<\/p>\n\t\t\t\t\t\t\t<p class=\"large-article-callout__content-headline\">\n\t\t\t\t\t\t\t\tThe Best RFP for Identifying the Right ESP\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"large-article-callout__item card-grayscale\">\n\t\t\t\t\t<a href=\"https:\/\/zetaglobal.com\/resource-center\/articles\/practical-benefits-of-integrating-your-esp-with-a-cdp\/\" target=\"_self\">\n\t\t\t\t\t\t<div class=\"large-article-callout__image-wrap\">\n\t\t\t\t\t\t\t\t\n\t\t\n\t\t\n\t\t\n\t\t\t<img\n\t\t\t\t\t\t\t\tsrc=\"https:\/\/zetaglobal.com\/wp-content\/uploads\/2024\/03\/Sync-or-Swim_Integrating-Your-ESP-with-a-CDP_Blog_1-100-1024x578.jpg\" alt=\"Person standing in front of large body of water holding a pool float in swim gear smiling at their phone\"\n\t\t\t\t\t\t\t\t>\n\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<div class=\"large-article-callout__divider\"><\/div>\n\t\t\t\t\t\t<div class=\"large-article-callout__content\">\n\t\t\t\t\t\t\t<p class=\"large-article-callout__content-eyebrow\">Articles<\/p>\n\t\t\t\t\t\t\t<p class=\"large-article-callout__content-headline\">\n\t\t\t\t\t\t\t\tSync or Swim: The Practical Benefits of Integrating Your ESP with a CDP\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t<\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-39c2c7b elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"39c2c7b\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-57d7c57\" data-id=\"57d7c57\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-aebf518 elementor-widget elementor-widget-page-end-cta\" data-id=\"aebf518\" data-element_type=\"widget\" data-widget_type=\"page-end-cta.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"page-end-cta page-end-cta--gradient \">\n\t<div class=\"page-end-cta__container container\">\n\t\t<div class=\"page-end-cta__wrapper grid\">\n\t\t\t<div class=\"page-end-cta__content\">\n\t\t\t\t<div class=\"page-end-cta__headline\"><p>Want to see Zeta in action?<\/p><\/div>\n\t\t\t\t<div class=\"page-end-cta__description\">The Zeta Marketing Platform empowers businesses to offer highly tailored experiences driven by AI.<\/div>\n\t\t\t\t<div class=\"page-end-cta__buttons\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\t\t\tclass=\"page-end-cta__button button button--default button--white\"   href=\"https:\/\/zetaglobal.com\/platform\/\" target=\"_self\">Zeta Marketing Platform<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<button\n\t\t\t\t\t\t\t\tclass=\"button button--default button--red button--slide-out-form\"  >Request A Demo<\/button>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Choosing the right Email Service Provider (ESP) is more than just a technical decision\u2014it&#8217;s a strategic move. Learn how to make the right choice.<\/p>\n","protected":false},"author":113,"featured_media":91707,"menu_order":0,"template":"","tags":[445,1163,1164],"insight-category":[26],"class_list":["post-91705","insight","type-insight","status-publish","has-post-thumbnail","hentry","tag-esp","tag-email-service-platform","tag-email-marketing-platform","insight-category-articles","topic-email-marketing-esp"],"acf":[],"_translation_status_fr":null,"_translation_status_es":null,"_translation_status_en-gb":null,"_yoast_wpseo_primary_insight-category":"26","_yoast_wpseo_primary_category":null,"_wpml_media_has_media":null,"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Choose the Right ESP: 6 Differentiators That Matter<\/title>\n<meta name=\"description\" content=\"Choosing the right Email Service Provider (ESP) is more than just a technical decision\u2014it&#039;s a strategic move.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/zetaglobal.com\/resource-center\/choose-the-right-esp\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Choose the Right ESP: 6 Differentiators That Matter | Zeta Global\" \/>\n<meta property=\"og:description\" content=\"Choosing the right Email Service Provider (ESP) is more than just a technical decision\u2014it&#039;s a strategic move.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/zetaglobal.com\/resource-center\/choose-the-right-esp\/\" \/>\n<meta property=\"og:site_name\" content=\"Zeta Global\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/ZetaGlobal\/\" \/>\n<meta property=\"article:published_time\" content=\"2024-04-18T13:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-04-08T14:57:38+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/zetaglobal.com\/wp-content\/uploads\/2024\/04\/Choosing-an-ESP-6-Differentiators-that-Matter_Blog.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1219\" \/>\n\t<meta property=\"og:image:height\" content=\"687\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@zetaglobal\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/zetaglobal.com\/resource-center\/choose-the-right-esp\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/zetaglobal.com\/resource-center\/choose-the-right-esp\/\"},\"author\":{\"name\":\"James Landman\",\"@id\":\"https:\/\/zetaglobal.com\/#\/schema\/person\/ccc88a748291d77cac7ba29ab4c4d92f\"},\"headline\":\"How to Choose the Right ESP: 6 Differentiators That Matter\",\"datePublished\":\"2024-04-18T13:00:00+00:00\",\"dateModified\":\"2025-04-08T14:57:38+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/zetaglobal.com\/resource-center\/choose-the-right-esp\/\"},\"wordCount\":1107,\"publisher\":{\"@id\":\"https:\/\/zetaglobal.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/zetaglobal.com\/resource-center\/choose-the-right-esp\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/zetaglobal.com\/wp-content\/uploads\/2024\/04\/Choosing-an-ESP-6-Differentiators-that-Matter_Blog.jpg\",\"keywords\":[\"esp\",\"Email Service Platform\",\"Email Marketing Platform\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/zetaglobal.com\/resource-center\/choose-the-right-esp\/\",\"url\":\"https:\/\/zetaglobal.com\/resource-center\/choose-the-right-esp\/\",\"name\":\"How to Choose the Right ESP: 6 Differentiators That Matter | Zeta Global\",\"isPartOf\":{\"@id\":\"https:\/\/zetaglobal.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/zetaglobal.com\/resource-center\/choose-the-right-esp\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/zetaglobal.com\/resource-center\/choose-the-right-esp\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/zetaglobal.com\/wp-content\/uploads\/2024\/04\/Choosing-an-ESP-6-Differentiators-that-Matter_Blog.jpg\",\"datePublished\":\"2024-04-18T13:00:00+00:00\",\"dateModified\":\"2025-04-08T14:57:38+00:00\",\"description\":\"Choosing the right Email Service Provider (ESP) is more than just a technical decision\u2014it's a strategic move.\",\"breadcrumb\":{\"@id\":\"https:\/\/zetaglobal.com\/resource-center\/choose-the-right-esp\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/zetaglobal.com\/resource-center\/choose-the-right-esp\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/zetaglobal.com\/resource-center\/choose-the-right-esp\/#primaryimage\",\"url\":\"https:\/\/zetaglobal.com\/wp-content\/uploads\/2024\/04\/Choosing-an-ESP-6-Differentiators-that-Matter_Blog.jpg\",\"contentUrl\":\"https:\/\/zetaglobal.com\/wp-content\/uploads\/2024\/04\/Choosing-an-ESP-6-Differentiators-that-Matter_Blog.jpg\",\"width\":1219,\"height\":687,\"caption\":\"Person looking at their phone and smiling\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/zetaglobal.com\/resource-center\/choose-the-right-esp\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/zetaglobal.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"How to Choose the Right ESP: 6 Differentiators That Matter\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/zetaglobal.com\/#website\",\"url\":\"https:\/\/zetaglobal.com\/\",\"name\":\"Zeta Global\",\"description\":\"Top Customer Data Platform and Omnichannel Marketing\",\"publisher\":{\"@id\":\"https:\/\/zetaglobal.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/zetaglobal.com\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/zetaglobal.com\/#organization\",\"name\":\"Zeta Global\",\"url\":\"https:\/\/zetaglobal.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/zetaglobal.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/zetaglobal.com\/wp-content\/uploads\/2023\/02\/zeta_logoPrimary.svg\",\"contentUrl\":\"https:\/\/zetaglobal.com\/wp-content\/uploads\/2023\/02\/zeta_logoPrimary.svg\",\"width\":\"1024\",\"height\":\"1024\",\"caption\":\"Zeta Global\"},\"image\":{\"@id\":\"https:\/\/zetaglobal.com\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/ZetaGlobal\/\",\"https:\/\/x.com\/zetaglobal\",\"https:\/\/www.linkedin.com\/company\/zetaglobal\/\",\"https:\/\/www.instagram.com\/zetaglobal\/\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/zetaglobal.com\/#\/schema\/person\/ccc88a748291d77cac7ba29ab4c4d92f\",\"name\":\"James Landman\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/zetaglobal.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/fb35572a270aabe1fbcd70536ade391bc8e7323f6c7dcf69caefce12310ef823?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/fb35572a270aabe1fbcd70536ade391bc8e7323f6c7dcf69caefce12310ef823?s=96&d=mm&r=g\",\"caption\":\"James Landman\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"How to Choose the Right ESP: 6 Differentiators That Matter","description":"Choosing the right Email Service Provider (ESP) is more than just a technical decision\u2014it's a strategic move.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/zetaglobal.com\/resource-center\/choose-the-right-esp\/","og_locale":"en_US","og_type":"article","og_title":"How to Choose the Right ESP: 6 Differentiators That Matter | Zeta Global","og_description":"Choosing the right Email Service Provider (ESP) is more than just a technical decision\u2014it's a strategic move.","og_url":"https:\/\/zetaglobal.com\/resource-center\/choose-the-right-esp\/","og_site_name":"Zeta Global","article_publisher":"https:\/\/www.facebook.com\/ZetaGlobal\/","article_published_time":"2024-04-18T13:00:00+00:00","article_modified_time":"2025-04-08T14:57:38+00:00","og_image":[{"width":1219,"height":687,"url":"https:\/\/zetaglobal.com\/wp-content\/uploads\/2024\/04\/Choosing-an-ESP-6-Differentiators-that-Matter_Blog.jpg","type":"image\/jpeg"}],"twitter_card":"summary_large_image","twitter_site":"@zetaglobal","twitter_misc":{"Est. reading time":"6 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/zetaglobal.com\/resource-center\/choose-the-right-esp\/#article","isPartOf":{"@id":"https:\/\/zetaglobal.com\/resource-center\/choose-the-right-esp\/"},"author":{"name":"James Landman","@id":"https:\/\/zetaglobal.com\/#\/schema\/person\/ccc88a748291d77cac7ba29ab4c4d92f"},"headline":"How to Choose the Right ESP: 6 Differentiators That Matter","datePublished":"2024-04-18T13:00:00+00:00","dateModified":"2025-04-08T14:57:38+00:00","mainEntityOfPage":{"@id":"https:\/\/zetaglobal.com\/resource-center\/choose-the-right-esp\/"},"wordCount":1107,"publisher":{"@id":"https:\/\/zetaglobal.com\/#organization"},"image":{"@id":"https:\/\/zetaglobal.com\/resource-center\/choose-the-right-esp\/#primaryimage"},"thumbnailUrl":"https:\/\/zetaglobal.com\/wp-content\/uploads\/2024\/04\/Choosing-an-ESP-6-Differentiators-that-Matter_Blog.jpg","keywords":["esp","Email Service Platform","Email Marketing Platform"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/zetaglobal.com\/resource-center\/choose-the-right-esp\/","url":"https:\/\/zetaglobal.com\/resource-center\/choose-the-right-esp\/","name":"How to Choose the Right ESP: 6 Differentiators That Matter | Zeta Global","isPartOf":{"@id":"https:\/\/zetaglobal.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/zetaglobal.com\/resource-center\/choose-the-right-esp\/#primaryimage"},"image":{"@id":"https:\/\/zetaglobal.com\/resource-center\/choose-the-right-esp\/#primaryimage"},"thumbnailUrl":"https:\/\/zetaglobal.com\/wp-content\/uploads\/2024\/04\/Choosing-an-ESP-6-Differentiators-that-Matter_Blog.jpg","datePublished":"2024-04-18T13:00:00+00:00","dateModified":"2025-04-08T14:57:38+00:00","description":"Choosing the right Email Service Provider (ESP) is more than just a technical decision\u2014it's a strategic move.","breadcrumb":{"@id":"https:\/\/zetaglobal.com\/resource-center\/choose-the-right-esp\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/zetaglobal.com\/resource-center\/choose-the-right-esp\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/zetaglobal.com\/resource-center\/choose-the-right-esp\/#primaryimage","url":"https:\/\/zetaglobal.com\/wp-content\/uploads\/2024\/04\/Choosing-an-ESP-6-Differentiators-that-Matter_Blog.jpg","contentUrl":"https:\/\/zetaglobal.com\/wp-content\/uploads\/2024\/04\/Choosing-an-ESP-6-Differentiators-that-Matter_Blog.jpg","width":1219,"height":687,"caption":"Person looking at their phone and smiling"},{"@type":"BreadcrumbList","@id":"https:\/\/zetaglobal.com\/resource-center\/choose-the-right-esp\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/zetaglobal.com\/"},{"@type":"ListItem","position":2,"name":"How to Choose the Right ESP: 6 Differentiators That Matter"}]},{"@type":"WebSite","@id":"https:\/\/zetaglobal.com\/#website","url":"https:\/\/zetaglobal.com\/","name":"Zeta Global","description":"Top Customer Data Platform and Omnichannel Marketing","publisher":{"@id":"https:\/\/zetaglobal.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/zetaglobal.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/zetaglobal.com\/#organization","name":"Zeta Global","url":"https:\/\/zetaglobal.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/zetaglobal.com\/#\/schema\/logo\/image\/","url":"https:\/\/zetaglobal.com\/wp-content\/uploads\/2023\/02\/zeta_logoPrimary.svg","contentUrl":"https:\/\/zetaglobal.com\/wp-content\/uploads\/2023\/02\/zeta_logoPrimary.svg","width":"1024","height":"1024","caption":"Zeta Global"},"image":{"@id":"https:\/\/zetaglobal.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/ZetaGlobal\/","https:\/\/x.com\/zetaglobal","https:\/\/www.linkedin.com\/company\/zetaglobal\/","https:\/\/www.instagram.com\/zetaglobal\/"]},{"@type":"Person","@id":"https:\/\/zetaglobal.com\/#\/schema\/person\/ccc88a748291d77cac7ba29ab4c4d92f","name":"James Landman","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/zetaglobal.com\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/fb35572a270aabe1fbcd70536ade391bc8e7323f6c7dcf69caefce12310ef823?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/fb35572a270aabe1fbcd70536ade391bc8e7323f6c7dcf69caefce12310ef823?s=96&d=mm&r=g","caption":"James Landman"}}]}},"_links":{"self":[{"href":"https:\/\/zetaglobal.com\/wp-json\/wp\/v2\/insight\/91705","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/zetaglobal.com\/wp-json\/wp\/v2\/insight"}],"about":[{"href":"https:\/\/zetaglobal.com\/wp-json\/wp\/v2\/types\/insight"}],"author":[{"embeddable":true,"href":"https:\/\/zetaglobal.com\/wp-json\/wp\/v2\/users\/113"}],"version-history":[{"count":0,"href":"https:\/\/zetaglobal.com\/wp-json\/wp\/v2\/insight\/91705\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/zetaglobal.com\/wp-json\/wp\/v2\/media\/91707"}],"wp:attachment":[{"href":"https:\/\/zetaglobal.com\/wp-json\/wp\/v2\/media?parent=91705"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/zetaglobal.com\/wp-json\/wp\/v2\/tags?post=91705"},{"taxonomy":"insight-category","embeddable":true,"href":"https:\/\/zetaglobal.com\/wp-json\/wp\/v2\/insight-category?post=91705"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}