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    Technical

    ESP (Email Service Provider)

    A platform that lets you send marketing email at scale — Mailchimp, Kit, ActiveCampaign, Klaviyo, etc.

    An ESP handles the messy parts of email: managing IP reputation, authentication, bounce handling, unsubscribes, and the API/UI for sending campaigns. Picking the right ESP for your stage and use case is one of the highest-leverage decisions in email marketing.

    Related terms

    Transactional Email

    A one-off email triggered by a specific user action — receipts, password resets, shipping notifications.

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