Glossary of terms
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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 ...

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Deliverability

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 ...

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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 ...

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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) ...

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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 ...

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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 ...

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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 ...

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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 ...

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Marketing automation

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

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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 ...

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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 ...

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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 ...

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