## Email Marketing Platform RFP Template

##### **82 Questions To Evaluate Vendors**

The complete evaluation framework for enterprise marketing teams selecting modern email and cross-channel platforms. This template covers real-time architecture, AI capabilities, orchestration, and deliverability at scale.

_Last updated: February 2026_

[**How To Use This Template**](/content/en/rfp-template#how-to-use/index.html)

## What This RFP Template Includes

This email marketing platform RFP contains **82 detailed questions across 12 capability areas**, and is designed for enterprise teams evaluating platforms like Bloomreach, Salesforce Marketing Cloud, Braze, Iterable, Klaviyo, and similar solutions.

The template helps distinguish modern real-time platforms from legacy batch-processing systems by testing:

- **Event-to-action latency** (real-time vs. hourly batch jobs)
- **Autonomous AI agents** vs. co-pilot tools
- **True cross-channel orchestration** vs. parallel campaigns
- **Deliverability infrastructure** at enterprise scale (100M+ sends)

Format: Google Sheets | License: Free for commercial use

## The 12 Evaluation Categories

#### 1. Real-Time Data Architecture

Event-to-action latency, identity resolution, profile unification, schema evolution, data capture, retention policies

**Tests:** Can it activate on behavior in seconds vs. hours?

#### 2. Agentic & Autonomous Marketing

AI agents that plan/execute campaigns, individual decisioning, deployment evidence, autonomous vs. co-pilot differentiation

**Tests:** Does the platform use true automation vs. co-pilot suggestions?

#### 3. AI & Machine Learning

Propensity models, variant selection per recipient, product recommendations, content generation, segment discovery

**Tests:** Does the platform have real AI personalization vs. feature checkboxes?

#### 4. Cross-Channel Orchestration

Journey building across email/SMS/push/WhatsApp, real-time triggers, frequency capping, arbitration, non-native channel integration

**Tests:** Is there unified orchestration vs. separate channel tools?

#### 5. Analytics & Reporting

Real-time dashboards, attribution, segment activation, data refresh rates, visualization types, AI-assisted insights

**Tests:** Does it feature self-service insights or data team dependencies?

#### 6. Content & Personalization

Dynamic rendering, contextual elements, brand governance, QA safeguards, personalization logic, module reusability

**Tests:** Is there marketer-friendly personalization at scale?

#### 7. Testing & Optimization

A/B testing, multivariate, bandits, send-time optimization, winner operationalization, AI-driven optimization

**Tests:** What is the experimentation accessibility and learning velocity?

#### 8. Deliverability & Infrastructure

MTA architecture, throughput at scale, throttling, reputation monitoring, services team, IP/domain strategy

**Tests:** What does inbox placement look like during 100M+ send peaks?

#### 9. Implementation & Migration

Phased migration plans, team roles, IP warm-up, data migration, training, QA frameworks, consent enforcement

**Tests:** What are the realistic timelines and resource requirements of the platform?

#### 10. Integrations Ecosystem

Marketplace connectors, data warehouse integrations, API/SDK capabilities, marketer-friendly configuration

**Tests:** How many prebuilt use cases are there vs. having to resort to custom integration?

#### 11. Governance & Multi-Brand Support

Multi-brand hierarchy, role-based access, localization, content governance, approval workflows, global policies

**Tests:** Are there enterprise-scale permissions and compliance?

#### 12. Privacy & Data Protection

Consent management, legal requirements, data subject requests, subprocessors, incident response, opt-in provenance

**Tests:** What is the GDPR/CCPA/CASL compliance depth?

## How To Use This Template

### Migration & Platform Selection Scenarios

Migrating from Mailchimp, Klaviyo, or Constant Contact?

**If you're outgrowing entry-level ESPs and need enterprise capabilities:**

**Start with:** Data Architecture (Q1-9) — Test if they can handle real-time activation vs. batch processing.

- Request specific event-to-action latency metrics (Q2)
- Validate identity resolution approach (Q3) — entry-level ESPs use simple email matching

**Then review:** AI & Machine Learning (Q15-21) — Validate advanced personalization beyond basic merge tags.

- Test autonomous AI agents (Q10-14) vs. simple automation rules
- Compare product recommendation engines (Q17)

**Don't skip:** Infrastructure (Q48-53) — Ensure they can scale beyond your current 10-50M sends.

- Validate throughput during peak periods (Q48-49)
- Confirm deliverability support depth (Q52-53)

**Why it matters:** Entry-level ESPs run on batch/list models. You need proof that the new platform processes events in real time (<5 seconds), not hourly exports.

[**Download Free Template**](/content/en/rfp-template#get-the-book/index.html)