ESP - Email Service Provider

• Email marketing software that contains the delivery infrastructure tools to reach your target audience’s inbox.
• To create (design) emails from scratch or included temaplates and provides tools to reach your target audience’s inboxes.
• Provides legal compliance by ability to gather legitimate contacts through opt-ins and assists you in delivering your emails from the ESP’s IP address — which affects your sender reputation.

Email Marketing

• Is push channel - doesn't have to wait to reach out to customer.
• Gives customers and leads the opportunity to communicate with the business.
• Allows customers to reply — to give direct feedback, to ask questions, and to engage with company.
• It is one out of many inbound marketing method.
• Generic approach to email marketing might get you an average return on investment.
• Targeted email specific to customer interest and needs, impacts metrics and people.
• Emails are sailboats, your email marketing strategy is the wind.
• Marketing strategies provides direction and momentum.
• Is often seen as a technology-driven channel, not a marketing channel, but it's not.
• Email is a dynamic platform for the inbound marketer.

Inbound Marketing

• Is all about engaging with people in a helpful and human way.
• It’s about sharing value in order to receive understanding.
• Is about listening to our prospects and customers, so that we can deliver what will be beneficial to them.
• Delivering value to your customers, you want your messaging to be helpful to them.

Email Marketing Strategy

• That fits your business and attracts, engages, and delights your customers.

Preparation Phase

• Preparing email for sending and its purpose.
• Selecting your ESP is a part of the preparation phase of your email marketing strategy.
• Inbound marketing is about generating genuine connections with your leads and customers.

SMART Goal

• SMART goal is specific, measurable, attainable, relevant, and time-bound.
• Specific: making your goal specific ensures that it's clear for all involved.
• Measurable: include tangible metrics when setting goals.
• Attainable: should be in the realm of possibility.
• Relevant: should contribute to your overall business strategy.
• Time-bound: giving your goal a due date or time frame.

Email Marketing Strategy

• ESP’s IP address affects your sender reputation.
• Connecting your CRM and ESP allows for cleaner data, avoid duplication and mitigate the risks of losing important behavioral data.
• CRM helps you to organize all the data you gain from contacts, and behavioral data, such as email engagement, is extremely valuable.
• Some common ESPs: Constant Contact, MailChimp, Campaigner, Sendinblue, Drip, AWeber, and HubSpot.
• Selecting ESP look for education, customer service available, the design features, the potential integrations, and the capabilities for automation.
• Also, check integration option with CRM. Tool like HubSpot works as CRM and ESP.

Additional References and Resources

Refer to the additional references and respurces below for the exam preparations.

• HubSpot
  
• What Is HubSpot Breeze, and How Does It Work?
  comprehensive AI toolkit first introduced at INBOUND 2024.