While higher initial costs can be a barrier for some businesses, there are ways to manage and reduce these expenses: 1. Free Trials and Demos: Many ESPs offer free trials or demos. Utilize these offers to test different platforms before committing. 2. DIY Templates: Use free or low-cost email template builders to create your initial designs, and upgrade to professional services as your budget allows. 3. In-House Talent: If you have skilled team members, consider leveraging their expertise for content creation and list building. 4. Start Small: Begin with a smaller, highly-targeted email list and gradually expand as you start seeing positive results.