Choosing the right email service provider can feel overwhelming — but it doesn't have to be. In this practical episode, Liz Wilcox — the Fresh Princess of Email Marketing — walks you through exactly how to pick the best platform for your needs, goals, and budget. Whether you're just starting your email list or looking to switch providers, this episode breaks it all down so you can make a confident decision (without spending hours comparing features).
Why this is the #1 question Liz gets inside her Facebook group — and why it took 62 episodes to cover it.
The two key factors in choosing your platform: your goals and your budget.
Defining your goals:
Do you want more engagement?
Are you growing brand awareness or authority?
Are you focused on increasing sales?
Or are you building for sponsorship and content monetization?
How to match your needs with the right level of features.
Liz's advice on treating your ESP as a business expense, not a luxury.
Three must-have features for beginners:
Unlimited sending (no caps on monthly emails).
List management (tags, segments, and automations).
Clear analytics (easy-to-read open and click data).
Liz's honest take on popular ESPs:
Kit (formerly ConvertKit): her personal favorite since 2016.
ActiveCampaign: powerful, but pricey and complex.
Flodesk: beautiful, simple, and great for creatives.
Mailchimp: not Liz's favorite, but fine for some.
Constant Contact: solid for beginners.
MailerLite: "the Dollar Tree of ESPs" — affordable and effective.
Klaviyo: best for eCommerce brands.
AWeber: the OG with great customer support.
Why you shouldn't overthink it — pick two, watch a few YouTube tutorials, and make your choice.
Match tools to goals: The best ESP depends on what you're trying to achieve.
Spend wisely: Your ESP is a business expense — not an optional add-on.
Don't overcomplicate it: Avoid shiny-object syndrome and endless feature comparisons.
Pick and move forward: Watch a couple reviews, test two platforms, and commit.
Stay focused: The goal isn't perfection — it's momentum.
Email Marketing Tools for Beginners blog post
Check out Liz's Email Marketing Membership here
Join the Email Sound Booth Facebook group here
Check out Liz's free welcome sequence here
Liz's Kit [Convertkit] affiliate link
Rather watch the Podcast? Check out WATCHLIZ.COM
