Glossary of terms

Business case

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 achieve its underlying goals. A business case justifies the expenditure of resources and capital, showing how the project meets specific business needs. A business case can be […]


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 marketers to avoid being classed as spam. Successful deliverability depends on a combination of best practices, including authentication and email reputation.

Customer relationship management (CRM)

Customer relationship management (CRM) is a strategy for managing a company’s interactions with (potential) customers. It involves using technology to organize, automate and synchronize business processes. Sales, marketing, customer service and technical support usually make the biggest use of CRM software.

Email service provider (ESP)

What is an Email Service Provider (ESP)? To marketers, an email service provider (ESP) is a company that offers email services. Because email (marketing) services come in shapes and sizes, that is a pretty broad definition. Luckily, we can break this down into several categories.

What is an Autoresponder?

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 inbox – such as an out-of-office email or a bounce message – were considered autoresponders.

Switching costs for email marketing tools

Switching costs are those costs associated with switching suppliers. For example, if you switch from one email marketing tool to another, you’ll incur extra costs simply because you are switching. Think of the duplicate costs during the switch from your current vendor to the new vendor and all the costs of set-up, integration and training that are […]

Extract, transform and load (ETL)

Extract, transform and load (ETL) is a process in database usage, especially in data warehousing. In email marketing this can be crucial, as (recipient) data is used and/or stored in multiple databases and must be available for sending email, performing analytics and automating triggered campaigns.

Service level agreement (SLA)

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 regarding services, priorities, responsibilities, guarantees and warranties. Each area should have the “level of service” defined.

Marketing automation

Marketing automation describes software platforms designed for marketing departments and organizations to automate marketing processes. By speeding up those tasks and customizing processes, businesses can market more strategically. With the evolution of marketing automation software, businesses can now reach, nurture, segment and personalize interactions with potential and current customers, allowing for highly individualized and targeted […]

Mail Transfer Agent (MTA) Explained

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 router or mail server, but it is defined most often as MTA. A Mail Transfer Agent (or Message Transfer Agent). What is an MTA? A Mail Transfer Agent […]

Weighted scorecard / RFP decision matrix

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 list of requirements or criteria, their weighted value of importance, and the score of each email service provider on those requirements. The sums of all the scores […]

MarTech Request for Proposal (RFP)

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 provides detailed information on requirements such as function and workflow, business goals and integration specs to the vendors. These are often lengthy documents.
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