Terms you should know when selecting an email tool

When selecting an email marketing tool for the first time, email marketers are confronted with a lot of different terms, acronyms and new jargon. All kinds of features, functions and services you might have never heard of and which are important in the selection process.

You are the expert

This is a call out to all email marketers and email service providers. What terms should someone really understand to get a head start and don’t look stupid in selecting an email tool? Please let us know what terms are often misunderstood or very important in your opinion.

All additions will be considered for the glossary, including any insights you might have added.

So have a look at our glossary

About Jordie van Rijn


Jordie van Rijn is an independent email marketing consultant and Analyst. He is the Founder of Email Vendor Selection and specializes in smart email marketing, optimisation and RFP / vendor selection. Named on of "50 Online Marketing Influencers to Watch in 2016 " by Entrepreneur magazine.

  • Bill McCloskey

    I think the first term people should know when picking an ESP is understanding the difference between a shared and dedicated IP address. Actually IP Addresses in general need to be understood, from “warming up the IP address” to your IP addresses reputation and what that means. It all starts with your IP Address

  • Noahdiggs

    Hey Jordie-

    You are doing a huge service to consumers with this website. It’s a fantastic idea. That being said, one term that is pretty obvious but definitely needs to be understood by everyone is permission, and what constitutes permission. I also think the average individual shopping for an ESP does NOT think about deliverability, when they clearly should be. Sorry to be so obvious Jordie, but in my experience with prospects those are two terms that are very often misunderstood, and that can be disastrous.

  • http://twitter.com/inboxgroup Inbox Group

    I agree with Bill, understanding shared vs dedicate ip addresses is important, check with your ESP to find out if you have the option for a dedicated IP address. Also check if you’ll be assigned a dedicated account rep to help you with your email marketing or if you’ll be dealing with general support team.

    Also most reputable ESPs do not allow the use of rented or purchased email lists. Buying email lists is always a bad idea. Grow your list organically through sign-up forms on your website, facebook, blog, etc.

  • http://twitter.com/inboxgroup Inbox Group

    I also like to add that a full-featured API (see: http://www.emailvendorselection.com/api-application-programming-interface/ ) can be very useful to many email marketers and even if you have no need for it now, you’ll probably want to integrate some of your email marketing processes in the future.

    Not all APIs are created equal, so review and make sure that you have the tools you need when you start to grow your email campaigns.

  • http://www.etale.be Kenny

    Deliverability – Renderability Checker, Inbox monitoring, Bounces, MVT testing, Social Sharing, SPF, DKIM, API, Throttling, … but above all people should first understand what they really need instead of going for the “Lamborghini just to do some grocery shopping” ;-)

    • http://twitter.com/jvanrijn Jordie van Rijn

      Thanks Kenny, those are some important terms you should be familiar with when selecting an e-mail tool. In your former work you have had a lot of experience in selection from the ESP side of the table. What were things you need to often explain to potential buyers?