Glossary of terms

Customer Relationship Management (CRM) is a strategy to manage interactions with customers and potential customers. It is very popular, two thirds of sales ...

A business case explains the reasons for undertaking a project or task. It's usually tied in to the bottom line - how the project will help an organization ...

Deliverability refers to ensuring email messages are delivered to the inbox and aren’t blocked or rerouted by spam filters. It is an ongoing battle for email ...

What is an Email Service Provider (ESP)? To marketers, an email service provider (ESP) is a company that offers email services. Because email (marketing) ...

An autoresponder is an email automatically sent after an action has been taken. Originally, only emails that automatically responded to an email sent to an ...

Switching costs are those costs associated with switching suppliers. For example, if you switch from one email marketing tool to another, you'll ...

Extract, transform and load (ETL) is a process in database usage, especially in data warehousing. In email marketing this can be crucial, as (recipient) ...

A service level agreement (SLA) is a part of a contract where the level of service is formally defined. The SLA records mutually agreed-upon conditions ...

Marketing automation describes software platforms designed for marketing departments and organizations to automate marketing processes. By speeding up those ...

All email marketing tools make use of an MTA. An MTA is part of the email infrastructure.  A mail server is sometimes called an email relay, mail ...

A weighted scorecard or a RFP decision matrix is a tool used to compare email marketing software and choose the right email service provider. It consists of a ...

A request for proposal in email marketing and any type of MarTech, answers specific questions about how the vendor solution will meet needs and goals. It ...

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