Segmentation

The ability to segregate mailing list based on criteria. Example, demographics, location, target market, existing or new customers.

Auto-Responders

The ability to send an automated email to new contacts, interact when subscribers engage with previous emails, and auto-respond when they join a new list.

Campaign Management

Email campaign management is a sequence of marketing efforts that contacts multiple recipients and are designed to reach out to subscribers at the best time.

Email Delivery

The ability to send email to large number of recipients at-scale.

SPAM Compliance

The ability to actively manage compliance with spam-related legislation, for example, providing opt-out capabilities.

Email Templates

The ability to create and curate email templates based off of approved brand standards.

Basic Reporting and Analytics

The ability to measure metrics related to CRM/emails/campaigns.

Content Authoring

The ability to create emails including body copy, ability to include graphics and test the content view.

Mobile Optimized

The ability to create email content that is easy to read on multiple platforms including mobile devices.

A/B Testing

A/B or Split Testing allows marketing managers to compare and contrast two or more versions of the same piece of content to maximizing open, click and rates.

Ease of Implementation

Successfully implementing new software is necessary to realize its full value and promote end user adoption. This data indicates whether or not the product is easy to implement.

Quality of Features

Feature quality is just as important as quantity. Use this data to determine if this product will do what you're purchasing it to do, easily, intuitively, reliably, and effectively.

Ease of Customization

Don't get bogged down in a difficult customization; use this data to make sure you can easily achieve the functionality you need for your particular situation.

Product Strategy and Rate of Improvement

Vendors who don't stay on top of emerging needs and trends won't enable you to meet your business goals. Use this data to separate innovators from imposters.

Business Value Created

Software needs to create value for employees, customers, partners, and, ultimately, shareholders. This data expresses user satisfaction - or lack thereof - with the product's business value.

Breadth of Features

Users prefer feature rich software that enables them to perform diverse series of tasks. This data expresses user satisfaction with the product's breadth of features.

Usability and Intuitiveness

End user learning curves cost the organization money. Pay attention to your end users' technical ability to determine how important UX is in your purchase.

Availability and Quality of Training

Effective and readily available training enables users to get the most out of the software you've chosen. Use this section to make sure your vendor's training programs and materials measure up.

Ease of Data Integration

Use this data to determine whether the product will cause headaches or make data integration easy.

Ease of IT Administration

This data indicates whether IT personnel will be able to resolve issues and perform configurations efficiently and effectively.

Vendor Support

The importance of vendor support will vary for each organization depending on internal capabilities, but there will always be issues that only the vendor can resolve.