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May 29, 2020


This is the continuation of the series that started with episode 45 on marketing. Today we are talking about your ESP - your email service provider. 

Maybe you have one that you already love but the question is, are you utilizing it to the best that you can. Maybe it’s time to take a refresher course with them. Maybe it’s time to upgrade to another platform. 

I’m not going to tell you which platform to use but I am going to encourage you to make sure you are maximizing the performance of the platform you are using.

There are a lot of platforms to consider. I am very familiar with a platform called constant contact. I’ve used them since 2001. The platform has grown over the years and they've provided me with training modules for the last couple years and I have done probably 100 workshops using their material.

Another popular platform is MailChimp.

A lot of people like it because it is free. It is my understanding they do have some good tools built-in but again I'm still a bigger fan of constant contact. I'm partial I'm not going to deny it, but I'm not here to sell you on it either. But if you want to use it let me know when I can get you a good discount code.

A few other popular platforms are AWeber and  Emma. I haven’t used either one of these, but I’ve heard good things about them.

One factor to consider is free vs. paid. Usually a paid platform comes with great support while a free platform has minimal support. So, depending on your tech level, paying for one that has support might be better than spending hours trying to figure  out one of the free ones.

I think these four platforms are good for the beginner email marketer, the smaller agency that doesn’t have a CRM. There are many CRM’s that have built in email marketing platforms. Learn how to use them and use them regularly.

Other Platforms

If you listen to other podcasts, you might hear advertisements for Click-Funnels and Convertkit, Active Campaign and Hubspot. These are also good platforms, but they have some advanced features that might not be necessary if you are just going to send out one or two email campaigns a month. If you are a coach, selling digital products or if you are experienced at email marketing and you are ready to take it to another level, then these platforms might be worth considering.

There’s a few new names on the market that I’m not familiar with at all and they include SendinBlue, Omnisend and Pabbly. So use at your own discretion, but in the research I did for this episode, their name came up more than once.

Here’s my advice.

If you just want to keep it simple, if you just want to send emails to your prospects and clients, you don’t need a lot of fancy features. You need a platform that provides the following:

  • Metrics such as bounce rates, opens, and click throughs and 
  • one that has good templates that are also mobile responsive and today a template that looks like a letter is good enough. Not too many graphics because it slows things down and not too many colors because it’s just too much.
  • You also want to make sure the platform has the unsubscribe option. (actually that’s essential so that you stay in compliance with the Can Spam Act)
  • You want something that is easy to use - if it’s not, you are never going to be consistent with your marketing. One of the CRM’s I used has email built into it but honestly, it was so difficult to edit. It was easier for me to use a separate ESP
  • Some other features you might want to consider are tagging, automation, A/B testing, and resending. 

If you aren’t doing much email marketing now, if you don’t have a big list of email addresses for prospects, if you just want to send emails, then stick with Constant Contact, Mail Chimp, Emma or Aweber. Don’t worry about all of the fancy features that some of the ESP’s provide. 

What you should focus on is a platform that doesn’t frustrate you and that fits the basic bill!

Most importantly, only choose another ESP if your CRM doesn’t give you the features you can get in a different platform for email marketing.

I’m not suggesting that you change platforms but if you aren’t using one, now is the time to do your research. 

If you listened to episode 45 where I talked about the special facebook group I’m starting, we’ll talk more about these platforms and if you have any questions, we can discuss them there.

Just keep in mind that nothing is perfect! As one platform adds a new feature that makes it hot, the others usually follow with a similar feature, it just takes time to get it created so there’s a lag time. 

Do your research but don’t take too long. The idea here is to get started. 

It’s not fun to switch platforms but it's better to do it when your list is smaller. 

That wraps up this episode.  If you like what you’ve heard, please go to iTunes and leave a review. If you know someone that should hear this content, please share the episode with them.

If you want to learn more about marketing, join the FB group called the Business of Insurance. I’ll link to it in the show notes and I look forward to meeting you there!

If you want to connect with Debbie on LinkedIn, mention you heard the podcast in your request. It helps me identify the spammers from the listeners!

Until next time, keep creating opportunities..


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This episode of the Business of Insurance podcast is produced and hosted by Debbie DeChambeau, CIC, AAI, CPIA - an entrepreneurer, business advisor, insurance professional  and content creator. Her goal is to inspire you to think differently and explore ideas that disrupt the status quo. 

Debbie has an extensive business and marketing background with a focus of helping insurance professionals be more successful. 

She is the co-author of Renewable Referrals and produces three other podcasts, Business In Real Life and Divorce Exposed and Seniors We Love. 

 Connect with Debbie on LinkedIn, Twitter or Instagram.