The 2023 Guide to Email Service Providers (ESPs) for B2C Companies

Introduction

Email is a powerful marketing channel for B2C companies, typically driving a third of revenues. While there's a diverse array of services out there, from Klaviyo's tailored eCommerce offerings to the advanced workflow capabilities of Iterable, choosing the right tool can unlock a brand’s ability to maximize their owned channel contribution. In the midst of this vast landscape, there are four ESPs that stand out among the rest.

Current Ecosystem

Various tools dominate the ESP landscape, each offering unique benefits and potential drawbacks. The four that have truly differentiated themselves in the B2C marketplace are:

1. Klaviyo
2. customer.io
3. Iterable
4. Braze

Klaviyo

Best For: eCommerce, especially those using Shopify.

Key MarTech Integrations:

1. Segment Event Source ✅
2. Segment Event Destination ✅
3. Rudderstack Event Source ✅
4. Rudderstack Event Destination ❌

Pros:

• The go-to email marketing platform for Shopify stores.

• Ready-to-use flows such as Welcome Series and Abandoned Cart.
• Rich, out of the box, Shopify data integration.
• Direct integrations with popular Shopify apps, such as Gorgias and TapCart.

• Easy drag and drop editor makes creating image based emails a breeze for non-technical marketers.
• Wallet-friendly for small senders with free and low-cost starting tiers.

Cons:

• Not as powerful or flexible as other ESPs.
• Limited data insight with some questionable product decisions around data availability,
• Tends to get pricier for larger operations.
• Lacks some of the features mid-market solutions offer.
• Absence of Rudderstack Event Source can pose challenges when building a Modern Marketing Technology Infrastructure.

Conclusion:

Klaviyo stands out for Shopify stores, but it might not be the best pick for larger operations or those outside the Shopify ecosystem.

customer.io

Best For: Non-eCommerce SMBs.

Key MarTech Integrations:

1. Segment Event Source ✅
2. Segment Event Destination ✅
3. Rudderstack Event Source ✅
4. Rudderstack Event Destination ✅

Pros:

• Event driven platform, allowing companies to use their proprietary event taxonomy to set up custom unique workflows & segments
• Offers more customization and targeting options than Klaviyo.
• Priced lower than competitors like Iterable and Braze for small businesses.
• Integrates well into a Modern Marketing Technology Infrastructure.

Cons:

• Not as feature-rich as its mid-market competitors such as Iterable or Braze.

Conclusion:

For SMB businesses, customer.io provides a robust yet affordable solution, bridging the gap between basic and mid-market offerings.

Iterable

Best For: Those needing a powerful, flexible ESP.

Key MarTech Integrations:

1. Segment Event Source ✅
2. Segment Event Destination ✅
3. Rudderstack Event Source ✅
4. Rudderstack Event Destination ✅

Pros:

• Boasts the most powerful & flexible workflow creation engine of all SMB and mid-market solutions.
• Enables rich segmentation & email personalization capabilities.
• Offers excellent customer support.
• Build in AI features send as Send Time Optimization.
• Costs less for larger operations compared to Klaviyo.
• Supports various channels including SMS and push notifications.
• Rich data integrations make it an ideal fit for a Modern Marketing Technology Infrastructure.

Cons:

• Can be overwhelming due to its extensive capabilities.
• Starting costs are high, and only yearly contracts are available.
• Has a steep learning curve for non technical marketers.

Conclusion:

For businesses that have scaled and need sophisticated tools, Iterable remains a top pick. Despite Braze's emerging presence, Iterable continues to lead in terms of offerings and consistent quality.

Braze

Best For: Businesses prioritizing advanced push notifications for mobile apps.

Key MarTech Integrations:

1. Segment Event Source ✅
2. Segment Event Destination ✅
3. Rudderstack Event Source ✅
4. Rudderstack Event Destination ✅

Pros:

• Offers top-tier push notification features.
• AI-enhanced capabilities.
• Provides versatile tools for workflows and email customization.
• Has a steep learning curve for non technical marketers.

Cons:

• Generally costs more.
• Expect a learning curve due to its sophisticated tools.

Conclusion:

Though Braze is earning a name in the mid-market ESP space, it hasn't yet surpassed Iterable in terms of feature breadth and positive feedback. As of now, Iterable remains our primary recommendation over Braze.