Glossary: Unique selling point (USP)

Unique selling point (USP) is a marketing concept that indicates differences among other similar suppliers or products. A supplier might have one or more USPs. In email marketing, a USP might include product characteristics, features, experience, services, current customer focus and pricing.

Marketing uses

Several email service providers and agencies use their USPs to build a brand image and attract customers. Contrary to the term, a self-proclaimed USP is often not unique, but rather a marketing focal point the ESP uses to differentiate itself from competitors. Successfully finding and maintaining true USPs is becoming harder for email service providers as core features are now widespread.

Unique selling point is also known as unique selling proposition (USP) or unique buying reason (UBR).

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.