Now, wait just a minute. Don't hand that online campaign to just any email service provider (ESP)—at least not before you ask some hard questions.

Here are four tough ones that SendLabs' Josh Nason says you should always ask an ESP:

1. What do I get? You might want a full-service shop that handles everything from software to creative services, or you might prefer an a la carte approach that complements your in-house skill sets. Make sure you know upfront what the ESP can and cannot provide.

2. How's your customer service? Ask how long it takes an ESP to respond to reported problems: the industry norm, according to Nason, is within an hour. Also investigate how their service levels might vary based on the plan you choose.

3. What will this cost me? Most ESPs charge either by the month or by the campaign. "There are positives and negatives to both," says Nason, "so … communicate your list sizes, your deployment habits and your needs" to find the right payment plan.

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