Glossary of terms
Request for information (RFI)

A request for information (RFI) asks specific questions about the services an email marketing vendor provides. It is usually a relatively short document and is ...

Total cost of ownership (TCO)

Total cost of ownership (TCO) is a financial estimate to help you determine the direct and indirect costs of a product or system. By calculating TCO, you can ...

API (application programming interface)

An application programming interface (API) is exactly what it sounds like - it's an interface between one software program and another. This allows the two to ...

Return on investment (ROI)

The return on investment (ROI) is the ratio of profits gained in relation to the investment. ROI is usually expressed as a percentage. Although some benefits ...

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. ...

Cost per mille (CPM)

In email marketing, CPM is the price for sending a thousand email messages. Email service providers commonly use CPM as the variable part of their pricing. The ...


The generic definition of a requirement is "something essential to the existence or occurrence of something else." In business, requirements refer to ...

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