ESP – Email Service Provider
Term #29
A platform for sending marketing emails. Klaviyo, Mailchimp, Omnisend.
In practice
An ESP that doesn't sync with Shopify/WooCommerce means lost data and non-functioning automations.
Common misconception
'Free Mailchimp is enough.' Free Mailchimp doesn't offer deep integration with Shopify, predictive CLV, or forecasted CLV.
How to fix it
ESP not working? (1) is the store integration functioning? (2) deliverability — check mail-tester.com, (3) are flows active?
Example
A clothing store switched from Mailchimp to Klaviyo. Email revenue went from 12% to 27% of total revenue within 3 months.
Priority
Klaviyo is free up to 1,000 subscribers. Above that: $45/month.
Related terms
Keep learning. Metrics that touch the same area:
- Email MarketingMarketingA direct marketing channel. Average ROI: $36 for every $1 spent. Generates 20-30% of revenue for mature stores.
- DeliverabilityAnalyticsThe ability of emails to reach the main inbox, not spam. Affected by reputation, bounce rate, and list quality.
- eCommerce / Electronic CommerceMarketingAll business activity conducted online — showcasing products, ordering, payment, shipping, and post-sale service. The backbone of every online store.
- CPC – Cost Per ClickMarketingThe price an advertiser pays each time a visitor clicks the ad. Influenced by competition, Quality Score, and landing page relevance.
- CPM – Cost Per MilleMarketingThe cost of advertising per 1,000 ad impressions. A key metric in awareness-focused and brand-building campaigns.
- CPA – Cost Per AcquisitionMarketingThe amount it costs to get a customer to complete a desired action. A core profitability metric — if CPA exceeds gross profit, the campaign loses money.
Jimmy tracks your ESP – Email Service Provider, automatically
WhatsApp alerts when something important changes. No dashboards, no hassle.