Choosing and connecting an email service provider

What an ESP does

An ESP runs the servers and relationships with mailbox providers that get your email delivered. You get list management, templates, campaign scheduling, bounce handling and reports, and often an API for automated email.

What to compare

1. Authentication: support for SPF, DKIM and DMARC on your domain.
2. Deliverability help: bounce handling, feedback loops and guidance.
3. API and integrations for your website, CRM and app.
4. Reports: delivery, opens, clicks, bounces and complaints.
5. Support and clear terms on acceptable use.

Connect and verify

Add the provider's DNS records to your domain, confirm verification, send test emails to different mailbox providers and check headers show a pass for SPF and DKIM. Our transactional email and bulk email services follow this pattern.

Migrate safely

• Export lists with consent dates and sources.
• Remove bounced and unsubscribed addresses first.
• Start with your most engaged contacts and increase volume gradually.
• Keep the old provider active briefly for a smooth switch.

Questions to ask before you sign

• How are bounces, complaints and unsubscribes handled and reported?
• Can I authenticate my own domain, and is a dedicated sending address available?
• What are the sending limits and how are they raised?
• How is my data stored and who can access it?
• What support is available when delivery drops?

A setup walkthrough

1. Create an account and add your sending domain.
2. Copy the SPF and DKIM records the provider gives you into your DNS.
3. Wait for verification, then publish or update your DMARC record.
4. Send test emails to a few mailbox providers and read the headers.
5. Import a small, clean list and send a low-volume first campaign.

Marketing and transactional mail

Password resets and receipts should not share reputation with promotional campaigns. Many businesses use separate sending addresses or services for each. See our email marketing services for both.