How to Write an Email Marketing Software RFP
Write an RFP to clearly define your needs and compare vendors, helping your team make informed decisions and avoid costly mistakes
Skip the RFP if your organization is small or your needs are straightforward, as a simple comparison might suffice
Achieve better fit and pricing by using an RFP to get tailored solutions and competitive offers from vendors
Minimize risk, with minimal work.
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An RFP, or Request for Proposal, is a document you use to invite vendors to bid on providing services, like email marketing software, when you need a tailored solution.
If you're facing the challenge of finding the right tool to boost your marketing efforts, this guide is for you. Crafting an RFP lets you compare vendors efficiently and minimizes the risk of making a poor choice.
By putting together a well-thought-out RFP, you streamline the vendor evaluation process, ensuring you get the best fit for your needs without unnecessary headaches.
Do You Actually Need an RFP?
If your team is navigating complex integrations or managing large-scale campaigns, an RFP is essential. It helps you align specific needs with vendor capabilities, ensuring a thorough evaluation. Industries with regulatory requirements or unique customer engagement strategies will also benefit. Consider using an RFP in these situations:
- Large-scale campaigns
- Complex integrations
- Regulatory compliance
- Unique customer strategies
- Multi-department collaboration
When an RFP Might be Overkill
For smaller teams or straightforward needs, an RFP might not be necessary. If you’re looking for basic features or have a tight timeline, skip the RFP and explore my top choice of email marketing software:
Top Email Marketing Software To Consider
Here’s my list of the top 10 email marketing software options available, to help you get started in your search:
RFI vs RFP vs RFQ: What’s the Difference?
Choosing the right procurement document can save your team time and reduce headaches. An RFI gathers general information about vendors, an RFP solicits detailed proposals for complex needs, while an RFQ requests price quotes for specific solutions. Understanding these differences helps you select the right document for your needs:
| Document Type | Purpose | When to Use | What to Include | Level of Detail Required |
| Request for Information (RFI) | Gather general vendor information | When you’re exploring options for a new email marketing platform | Vendor capabilities, general service offerings | Low |
| Request for Proposal (RFP) | Solicit detailed proposals for complex needs | When you need a tailored solution for a large-scale email marketing campaign | Specific project requirements, evaluation criteria | High |
| Request for Quotation (RFQ) | Request price quotes for specific solutions | When you have clear requirements and need competitive pricing | Detailed product specifications, quantity, delivery terms | Medium |
Common RFP Mistakes to Avoid
Rushing through an RFP or skipping key details can lead to confusion, wasted time, and vendors that don’t fit well with your needs. By avoiding these common pitfalls, your team can create a smoother selection process when deciding on an email marketing software. Here are some mistakes to watch out for:
Insufficient Background or Context
Without enough background or context, vendors might not understand your company’s needs or goals. This can result in proposals that miss the mark. To avoid this, give a clear overview of your company, your team’s objectives, and any challenges you face. This helps vendors tailor their solutions to your specific situation.
Missing or Unclear Budget
Failing to specify your budget can lead to proposals that are way off target. Vendors might propose solutions that are too costly or not comprehensive enough. Clearly state your budget range and any constraints. This ensures vendors propose solutions that align with your financial expectations while understanding the cost of email marketing software.
Vague Requirements or Legal Jargon
Vague requirements or excessive legal jargon can confuse vendors and lead to proposals that don’t meet your needs. Use clear, simple language to specify what you’re looking for. Avoid unnecessary legal terms unless they’re crucial. This clarity helps vendors focus on delivering what you truly need.
No Evaluation Criteria Shared
If you don’t share your evaluation criteria, vendors won’t know how to tailor their proposals to win your business. Clearly outline what factors you’ll consider, like functionality, support, and pricing. This transparency helps vendors focus their responses and increases the chances of finding the right fit.
No Standard Format for Vendor Responses
Without a standard format for responses, comparing proposals becomes a hassle. You might end up with inconsistent information that’s hard to evaluate. Provide a template or outline for vendors to follow. This makes it easier for your team to compare different proposals side by side.
Assemble Your Email Marketing Software RFP Team
Creating a strong RFP isn’t a solo job; it requires input from a cross-functional group to truly reflect your team's needs. By involving the right people early, you reduce risks and avoid rework later on. Here’s who you should include and why:
Project Sponsor
The project sponsor is usually a senior leader who provides overall direction and support. They ensure the RFP aligns with strategic goals and help secure necessary resources. Their oversight is crucial for maintaining focus and momentum. Typically, this could be someone like the Marketing Director or Head of Digital Marketing.
Functional Experts
Functional experts bring specialized knowledge about the specific features and integrations needed in the software. They help define technical requirements and ensure the solution fits with existing systems. This group often includes IT specialists, CRM managers, and data analysts.
Procurement or RFP Writers
Procurement professionals or RFP writers streamline the process by crafting clear, concise documents. They ensure compliance with organizational policies and manage vendor communications. This role is often filled by procurement officers or dedicated RFP coordinators.
End Users and Stakeholders
End users and stakeholders provide insights into daily needs and challenges that the software must address. Their feedback ensures the solution is user-friendly and meets practical requirements. This group typically includes marketing managers, campaign coordinators, and customer service representatives.
Define Must-Haves & Goals
Before sending an RFP, your team needs to clearly define what the new solution must do—and why. Aligning around pain points, goals, and non-negotiables helps vendors respond more accurately and makes it easier to evaluate proposals. Consider the following factors when defining your must-haves and goals:
- Pain points with current system: What frustrates your team about your current email marketing software? Maybe it’s the clunky interface or lack of integration with your CRM. Identifying these pain points helps set clear priorities.
- Required improvements and success outcomes: What does success look like with a new system? Perhaps you want faster email delivery or better analytics. Defining these outcomes guides vendors in tailoring their proposals.
- Functional, technical, and compliance needs: Does your team need specific features like automation or GDPR compliance? Make a list of these must-haves to ensure the vendors know what’s non-negotiable.
- User roles, usage levels, workflows: How will different team members use the software? Consider the number of users and how they’ll interact with the system daily. This impacts the type of solution you need.
- Deployment preferences: Do you prefer a cloud-based solution or on-premises? Your choice here can affect cost and flexibility, so make sure it aligns with your team's operational needs.
Write the Email Marketing Software RFP
Now it’s time to put everything together in a clear, structured RFP document. A well-organized RFP makes it easier for vendors to respond accurately and for your team to evaluate those responses. Here’s what to include:
1. Executive Summary
The executive summary should provide a brief overview of your project goals and what you’re looking for in a vendor. It sets the stage for the rest of the document by highlighting the key objectives and desired outcomes. Keep it concise and focused, summarizing the most important points to give vendors a quick understanding of your needs.
2. Scope of Work
This section outlines the specific tasks and deliverables you expect from the vendor. Clearly define the project boundaries, so there’s no confusion about what’s included. Describe the work in detail, such as campaign management, data analysis, or integration with other tools. This helps vendors understand the workload and tailor their proposals accordingly.
3. Technical Requirements
List the technical specifications your software must meet, including any necessary integrations or compatibility requirements. This ensures vendors know what technical standards they need to adhere to, like supporting specific email protocols or integrating with existing CRM systems. Be as detailed as possible to avoid any surprises later on.
4. Vendor Qualifications
Here, describe the qualifications and experience you expect from vendors. Specify any industry certifications, previous project experience, or client references that are important to you. This helps you assess whether a vendor has the expertise needed to meet your goals and ensures they’re capable of handling your project’s unique challenges.
5. Security and Compliance Needs
Outline your security and compliance requirements, such as GDPR compliance or data encryption standards. Vendors need to know how they’ll protect your data and meet legal obligations. Providing this information helps them address these needs in their proposals, ensuring they can support your organization’s security policies.
6. Implementation and Training Expectations
Describe your expectations for the implementation process and any training you’ll require. This includes timelines, support during the rollout, and resources for training your team. Clearly stating these needs helps vendors plan their approach and ensures they can provide the necessary support for a smooth transition.
7. Pricing and Licensing
Request detailed pricing information, including licensing fees, subscription models, and any additional costs. Ask vendors to break down costs for transparency. This enables your team to compare proposals based on value and budget, making it easier to choose the most cost-effective solution.
8. Contract Terms
Specify any contract terms that are important to you, such as service level agreements, termination clauses, or renewal options. This sets clear expectations for the business relationship and ensures both parties understand their commitments. Providing this upfront helps vendors align their proposals with your legal and business requirements.
9. Submission Instructions
Provide clear instructions on how vendors should submit their proposals, including deadlines and required formats. This ensures you receive consistent responses that are easy to review and compare. Be specific about where and how to send submissions, and include any contact information for questions.
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Define Your Evaluation Criteria
Clearly defined evaluation criteria help keep your decision process objective, transparent, and aligned with your business goals. Establish these criteria before reviewing proposals to avoid any bias creeping into your decision-making. Here’s how to define your evaluation criteria:
What Matters Most?
Choose 3–5 weighted categories that align with your goals and priorities. This helps focus your evaluation on what truly matters to your team. Common RFP scoring categories for email marketing software include:
- Feature functionality
- Integration capabilities
- User experience
- Vendor support
- Cost-effectiveness
These categories ensure you’re assessing vendors on the aspects that will impact your project the most.
Use a Scoring Matrix
A scoring matrix assigns weightings to each evaluation category based on its importance. For example, if integration capabilities are crucial for your team, you might assign them a weight of 30%, while user experience might be 20%. Score each criterion on a 1–5 or 1–10 scale to quantify how well each proposal meets your needs. Adjust these weightings to reflect your internal priorities, ensuring your final decision aligns with your strategic goals.
Clarify Your Scoring Process
Define who will score the proposals and how they’ll do it. Use a standardized rubric to ensure consistency and fairness across all evaluations. Schedule a meeting to align reviewers on the scoring process before you begin, clarifying any questions and setting expectations. This helps prevent misunderstandings and ensures everyone is on the same page, leading to a more accurate and reliable evaluation.
Issue the Email Marketing Software RFP
Issuing the RFP isn’t just about sending it out—it’s about giving vendors the right access, timelines, and instructions so they can respond effectively. A smooth distribution process sets the tone for the quality of proposals you’ll get back. Here’s how to ensure your RFP is issued effectively:
Choose the Right Distribution Method
Consider common options like email, RFP software platforms, or procurement portals for distributing your RFP. Using a centralized system to track responses can streamline the process and prevent lost submissions. Including a vendor contact list or using a role-based inbox can also reduce confusion and ensure all communications are directed to the right place.
Set Clear Timeline Expectations
Share a standard RFP timeline in the document to keep everyone on track. Include key dates such as:
- RFP release date
- Vendor Q&A window
- Final submission deadline
- Evaluation and selection period
Having these dates clearly outlined helps vendors plan their responses and ensures your team stays on schedule.
Define Submission Requirements
Clearly explain what vendors need to know to submit correctly. Specify accepted file formats like PDF, Word, or Excel templates, and state your preferred delivery method, such as an upload portal or reply-to inbox. If vendors must use specific templates or forms, make this clear. Also, clarify whether late submissions will be accepted to avoid any misunderstandings.
Evaluate & Shortlist Vendor Responses
This is where your structured process pays off—your team can turn vendor responses into a confident shortlist. Consistency, objectivity, and collaboration across everyone involved in the evaluation are crucial. Here’s how to evaluate and shortlist vendors effectively:
- Organizing and formatting proposals for review: Arrange proposals in a consistent format to make comparisons easier. How will you ensure each proposal is reviewed on equal footing without overlooking key details?
- Using a scoring matrix: Apply your predefined scoring matrix to each proposal. This keeps your evaluations objective and aligned with your goals. Are you weighting the features that matter most to your team?
- Scheduling demos and interviews: Plan demos and interviews with top vendors to see their software in action. This helps you assess usability and vendor support. How does the software perform in real-world scenarios?
- Checking references: Contact current or past clients of the vendor to verify their claims. This can reveal insights into customer satisfaction and reliability. What do others in your industry say about their experience?
- Clarifying anything unclear in proposals: Reach out to vendors to clarify any ambiguous or incomplete sections of their proposals. This ensures you have all the information needed to make an informed decision. What questions remain unanswered?
Select & Notify Vendors
Once your team has chosen a vendor, the final steps are just as important as the evaluation process. Clear, professional communication with all vendors—both selected and unselected—ensures positive relationships moving forward. Internal alignment is crucial before moving into contract execution, so everyone’s on the same page. Here’s how to wrap up the process:
Notify Selected and Unselected Vendors
Timely, respectful communication with vendors sets a positive tone. Send a short thank-you or high-level feedback to unselected vendors to maintain goodwill. For the selected vendor, a clear notification reinforces the partnership's start on a positive note and sets expectations moving forward.
Prepare for Final Negotiations
Common negotiation items include pricing, service level agreements (SLAs), and contract terms. Define your team’s walk-away points in advance to avoid surprises. Use a checklist or agenda to stay focused during discussions, ensuring you address all key points efficiently.
Ensure Internal Alignment Before Signing
Approvals typically needed include leadership or finance signoff and legal or procurement review. Summarize the key decision drivers to help internal reviewers understand the rationale quickly. This preparation speeds up the approval process and ensures everyone is aligned before finalizing the contract.
What’s Next:
If you're in the process of researching email marketing software, connect with a SoftwareSelect advisor for free recommendations.
You fill out a form and have a quick chat where they get into the specifics of your needs. Then you'll get a shortlist of software to review. They'll even support you through the entire buying process, including price negotiations.