Email Marketing Platform RFP Template | Bloomreach
2026-02-18 19:04 Diff

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?