An Introduction to Modern ESPs: How to Prepare for Growth“Good enough” is a dangerous phrase. Many organizations look at their marketing technology stack and think, “We’re hitting industry standard metrics. It’s good enough.” And yet, good enough is often indicative of missed opportunities. With regards to email service providers (ESPs), hesitation to look beyond “good enough” comes from a variety of sources. Whether it’s a limited budget, lean resources, or lack of time, too many companies are handcuffing themselves to an entry-level ESP, leaving valuable insights and millions of dollars on the table. An entry-level ESP—a single channel provider for batch marketing campaigns—is great for laying the groundwork for marketing success. In some cases, that is, in fact, good en

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