In this report, we have tried to compare an enterprise level Email Service Provider with a SMTP provider. This document explains the difference between both the service providers and lists their respective merits and demerits.

1. ESP vs SMTPP

2. What is the difference?
Before we begin to compare full service ESPs with SMTP providers, we must first address what an ESP
and a SMTP provider is:
SMTP Provider: SMTP is an acronym for Simple Mail Transfer Protocol, which is a standard for sending
emails over Internet or an IP Network. Outbound SMTP servers are called MTA (Mail Transfer Agent).
An SMTP Provider; simply put is a provider of an MTA that can be used for sending bulk emails.
SMTP providers only provide basic back end infrastructure that has to be accessed through means of
codes called API. These come with basic or no User Interface. These are recommended for companies
who have invested in data warehousing and built their in-house email marketing software with
analytics and reporting capabilities.
ESP: An Email Marketing Service Provider, generally known as ESP, provide an all in one solution for
campaign management, subscriber management, segmentation, targeting, analysis, reporting and
much more including the SMTP service for email delivery.
ESPs again operate on different models, some offer shared DIY options suitable for small and medium
businesses, where as other offer dedicated and much more powerful and tailor-made solutions for
large and scalable enterprises.

3. Service Provider Matrix
International Providers
Strong
Low
for Enterprises
What is the level of your company’s internal
• Dedicated infrastructure
• Dedicated account management
and support.
International Providers for • Seamless integration options
technical resource?
• Full support for Strategy and Data
small businesses
Current Offering
management.
• Extensive Features for automation
• Shared infrastructure (in most cases) and optimization of campaigns.
• Limited or insufficient ISP relations
• Little or no integration options.
• Limited online support
SMTP Providers • DIY model
• Standard reports and features
• Basic infrastructure
• Limited or no ISP relations
• Limited Features
• Require advanced technical
knowledge and expertise
High
• Require investment substantial
Weak
investment in technology
Less How complicated are your email marketing needs More
Weak Strategy Strong
What type of Email Service Provider works best for you?

4. Comparison
Capability / Features SMTP Provider Kenscio
Infrastructure setup Need a technical team to setup No Technical knowledge required
Business Model SMTP Server Provider Full Service ESP
CRM Capabilities Integration required with external Built in advanced CRM capabilities
CRM system
WYSIWG message editor Not Available with all providers Available with built in content
store and code visual with syntax
highlighting
Email Templates Not Available Extremely powerful & Flexible
templates with advanced
workflow management
Subscriber Management Not Available Opt-in, double opt-in, subscription
and customer life cycle
management options

5. Comparison
Capability / Features SMTP Provider Kenscio
Analytics Not built in Build in advanced Analytics
Engine
IP Reputation IPs often get blocked by major ISPs Excellent reputation
for relaying spam.
SPF DIY in most of the cases Automatic
Automatic DKIM Automatic Automatic
Open Tracking Not available in all cases Available and can be categorized
Click Tracking Not available in all cases Available and can be categorized

6. ESP Comparison
Capability / Features SMTP Provider Kenscio
Response Management & Only through API Possible through both API and UI
Campaign automation
Personalization and Basic Personalization Personalization and
Individualization Individualization
Support Email / chat Dedicated support options with
defined Escalation Matrix and SLA
Consulting & Strategy None Includes Email marketing audit, Email
marketing optimization, lead generation,
Creative analysis and optimization and
much more.
ROI tracking Not Available Available
Re-targeting Needs to be setup externally Built in

7. www.kenscio.com • info@kenscio.com