Guides and Templates

Email marketing platform RFP template checklist

A checklist of the key questions you need to ask to choose the right Email marketing service or Marketing Automation platform

This checklist is aimed at helping you choose the best email provider to fit your needs based on their features and service. Larger businesses can use it to create a Request for Proposals (RFP) or Request for Tender (RFT) when comparing bids in a pitch from different email marketing service or marketing automation providers. Smaller and medium sized business should also review their different features against the detailed recommendation in the document.

How will this ESP buyers guide checklist help me and my business?

Email marketing remains one of today’s core customer communications channels with analytics  showing that, alongside search marketing, it is one of the main drivers of online sales and leads.

To manage email marketing, businesses have traditionally used software and services that focus on email marketing. These email marketing management services have traditionally been known by email marketers as Email Service Providers or ESPs. The label ‘ESP’ is now a bit misleading since most now offer far more than management of email campaigns. To show the wider offering of lead generation and scoring as part of customer relationship management (CRM) services  many ESPs are now evolving into Marketing Automation platforms.

This template has been created to help define your requirements for different features you need to consider when choosing the best email marketing technology solution for your business. It aims to cover all the core features you may need from an Email marketing or Marketing Automation platform.

This checklist is aimed at helping you choose the best email provider to fit your needs based on their features and service. Larger businesses can use it to create a Request for Proposals (RFP) or  Request for Tender (RFT) when comparing bids in a pitch from different email marketing service or marketing automation providers.  Smaller and medium sized business should also review their different features against the detailed recommendation in the document.

Resource Details

About the author

Dr. Dave Chaffey

Dave ChaffeyDave is co-CEO and co-founder of Smart Insights. He is editor of the 100 templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources used by our premium members in more than 80 countries to Map, Plan and Manage their digital marketing.

For his full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.

What does the Email RFP checklist cover?

There are so many email platforms, with all the online services having the same basic features, that it may almost seem like it’s simply a case of choosing the cheapest. Not so! The ease of use when you set up campaigns differs widely and it can be frustrating, as a user, if you haven’t made the best selection. The tools to manage your campaigns and marketing automation differ widely in their capabilities too. Then there is the differences in insights available, important for reviewing and improving your email marketing. We will cover all the key capabilities of ESPs in over 40 questions across these key 8 requirements areas.

  • 1 Customer profile and targeting using segments
  • 2 Creating and editing email
  • 3 Automation and personalisation
  • 4 Integration with other channels, campaigns and platforms
  • 5 Delivery
  • 6 Evaluation and tracking

We also cover fees and additional services offered by the service provider:

  • 7 Support and customer services
  • 8 Pricing and fees

Each requirement is categorised as Essential, Intermediate or Advanced, so you can concentrate on the core features if you work for an SME.

Business memebrship badge icon Paid membership is required

Access this resource now

All Paid memberships have full access to this and other guides in the Email marketing and marketing automation Toolkit.

Learn more about membership Already a paid member?
Login here
Guide cover
Look inside content

Why wait? Start Improving your marketing today

Join now and start improving your marketing results, today.

Splitter graphic

Starter Membership

  • Use the RACE Growth System to create a winning strategy
  • Save time and money by implementing proven best practice
  • Enhance your marketing skills
  • Keep up to date with all the latest techniques
  • Become more effective in your role and develop your career

Professional Membership

  • Everything in Starter, plus..
  • Advanced best practice for business growth
  • Upskill and develop your marketing team
  • Regular Masterclass webinars from the experts
  • Get dedicated support on your journey

Trusted by marketers all over the world

Since 2009 our toolkits have helped thousands of marketers in over 170 countries to hit - and exceed - their targets.
Will you be next?

Globe illustration
Smart Insight partner logos

...plus over 165,000 consultants, agencies, entrepreneurs and SMB's in over 170 countries.

Get better results

Make your job easier

Tenfold improvement

MEMBERSHIP OPTIONS
Smart insights logo
CLOSE