{"id":88837,"date":"2023-09-20T17:38:42","date_gmt":"2023-09-21T00:38:42","guid":{"rendered":"https:\/\/zetaglobal.com\/?post_type=insight&#038;p=88837"},"modified":"2025-03-12T11:33:57","modified_gmt":"2025-03-12T18:33:57","slug":"the-best-rfp-leads-to-the-right-esp-episode-2-creating-a-scorecard","status":"publish","type":"insight","link":"https:\/\/zetaglobal.com\/resource-center\/the-best-rfp-leads-to-the-right-esp-episode-2-creating-a-scorecard\/","title":{"rendered":"The Best RFP Leads to the Right ESP, Episode 2: Creating a Scorecard"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"88837\" class=\"elementor elementor-88837\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-b4e9f02 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"b4e9f02\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-aec15d2\" data-id=\"aec15d2\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-399dbb3 elementor-widget elementor-widget-blog-detail-hero-article-hero\" data-id=\"399dbb3\" data-element_type=\"widget\" data-widget_type=\"blog-detail-hero-article-hero.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t<div class=\"article-hero article-hero__variant-1 \">\n\t\t<div class=\"article-hero__wrapper\">\n\t\t\t\n\t\t\t<div class=\"content-eyebrow\">\n\t\t\t\t<div class=\"content-eyebrow__metadata\">Videos | September 20, 2023 |  24 min video length<\/div>\n\t\t\t<\/div>\n\n\t\t\t<h1 >\n\t\t\t\tThe Best RFP Leads to the Right ESP, <strong>Episode 2: Creating a Scorecard<\/strong>\t\t\t<\/h1>\n\t\t<\/div>\n\t<\/div>\n\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-002a84c elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"002a84c\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-92681f9\" data-id=\"92681f9\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-84d8084 elementor-widget elementor-widget-centered-content-and-video-insert\" data-id=\"84d8084\" data-element_type=\"widget\" data-widget_type=\"centered-content-and-video-insert.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"centered-content centered-content--white\">\n\t<div class=\"centered-content__container container grid\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"zeta-video-player\">\n\t\t\t\t\t\t\t\t\t\t\t<script src=\"https:\/\/fast.wistia.com\/embed\/medias\/dztzg0l7o8.jsonp\" async><\/script><script src=\"https:\/\/fast.wistia.com\/assets\/external\/E-v1.js\" async><\/script><div class=\"wistia_responsive_padding\" style=\"padding:56.25% 0 0 0;position:relative;\"><div class=\"wistia_responsive_wrapper\" style=\"height:100%;left:0;position:absolute;top:0;width:100%;\"><div class=\"wistia_embed wistia_async_dztzg0l7o8 seo=true videoFoam=true\" style=\"height:100%;position:relative;width:100%\"><div class=\"wistia_swatch\" style=\"height:100%;left:0;opacity:0;overflow:hidden;position:absolute;top:0;transition:opacity 200ms;width:100%;\"><img decoding=\"async\" src=\"https:\/\/fast.wistia.com\/embed\/medias\/dztzg0l7o8\/swatch\" style=\"filter:blur(5px);height:100%;object-fit:contain;width:100%;\" alt=\"\" aria-hidden=\"true\" onload=\"this.parentNode.style.opacity=1;\" \/><\/div><\/div><\/div><\/div>\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-b9f050b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"b9f050b\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d6bc9b6\" data-id=\"d6bc9b6\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-fc299c9 elementor-widget elementor-widget-text-editor\" data-id=\"fc299c9\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3>About This Video<\/h3><p>The second in a series of videos providing marketers with advice on selecting the right email service provider (ESP) for their business. Cynthia Janelli, Group Vice President of Strategic Consulting at Zeta, and Chris Marriot, President and Founder of Email Connect, focus their discussion on the request for proposal, or RFP. This is where most quests for a new ESP partner begin. The second step\u2014creating a scorecard to help you assess the vendors.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-ab5583d elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"ab5583d\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-f1981dc\" data-id=\"f1981dc\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-99bb310 elementor-widget elementor-widget-cross-content-cta\" data-id=\"99bb310\" data-element_type=\"widget\" data-widget_type=\"cross-content-cta.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"cross-content-cta cross-content-cta-variant-1\">\n\t<div class=\"cross-content-cta__container container\">\n\t\t<div class=\"cross-content-cta__wrapper grid\">\n\t\t\t<div\n\t\t\tclass=\"cross-content-cta__headline\"\t\t\t>\n\t\t\t\tRelated Products &amp; Solutions\t\t\t<\/div>\n\t\t\t<div class=\"cross-content-cta__items\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"cross-content-cta__item\" href=\"https:\/\/zetaglobal.com\/platform\/esp\/\" target=\"_self\">\n\t\t\t\t\t\t\t<div class=\"cross-content-cta__icon\">\n\t\t\t\t\t\t\t\t<div class=\"cross-content-cta__icon-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\n\t\t\n\t\t\n\t\t\t<img\n\t\t\t\t\t\t\t\t\tclass=\"style-svg\"\n\t\t\t\t\t\t\t\tsrc=\"https:\/\/zetaglobal.com\/wp-content\/uploads\/2023\/04\/zeta-web-batch-1-final-part-A_ESP01.png\" alt=\"Workers sharing a laptop\"\n\t\t\t\t\t\t\t\t>\n\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"cross-content-cta__content\">\n\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tclass=\"cross-content-cta__title\"\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\tZeta Messaging\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\t\tclass=\"cross-content-cta__description\"\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\tBecause it is a component of the Zeta Marketing Platform, Zeta Messaging offers the same benefits.\n\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-13e3b6e elementor-widget elementor-widget-large-article-call-out\" data-id=\"13e3b6e\" data-element_type=\"widget\" data-widget_type=\"large-article-call-out.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"large-article-callout bg-gray\">\n\t<div class=\"large-article-callout__container container\">\n\t\t\t\t\t<h2 >Related Blogs &amp; Resources<\/h2>\n\t\t\t\t<div class=\"large-article-callout__items grid\">\n\t\t\t\t\t\t\t<div class=\"large-article-callout__item card-grayscale\">\n\t\t\t\t\t<a href=\"https:\/\/zetaglobal.com\/resource-center\/the-best-rfp-leads-to-the-right-esp-episode-1-choosing-vendors\/\" target=\"_self\">\n\t\t\t\t\t\t<div class=\"large-article-callout__image-wrap\">\n\t\t\t\t\t\t\t\t\n\t\t\n\t\t\n\t\t\n\t\t\t<img\n\t\t\t\t\t\t\t\tsrc=\"https:\/\/zetaglobal.com\/wp-content\/uploads\/2023\/09\/RFP_ESP_episode1.png\" alt=\"\"\n\t\t\t\t\t\t\t\t>\n\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<div class=\"large-article-callout__divider\"><\/div>\n\t\t\t\t\t\t<div class=\"large-article-callout__content\">\n\t\t\t\t\t\t\t<p class=\"large-article-callout__content-eyebrow\">Videos<\/p>\n\t\t\t\t\t\t\t<p class=\"large-article-callout__content-headline\">\n\t\t\t\t\t\t\t\tThe Best RFP Leads to the Right ESP, Episode 1: Choosing Vendors\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"large-article-callout__item card-grayscale\">\n\t\t\t\t\t<a href=\"https:\/\/zetaglobal.com\/resource-center\/the-best-rfp-leads-to-the-right-esp-episode-3-pricing-and-value\/\" target=\"_self\">\n\t\t\t\t\t\t<div class=\"large-article-callout__image-wrap\">\n\t\t\t\t\t\t\t\t\n\t\t\n\t\t\n\t\t\n\t\t\t<img\n\t\t\t\t\t\t\t\tsrc=\"https:\/\/zetaglobal.com\/wp-content\/uploads\/2023\/09\/RFP_ESP_episode3.png\" alt=\"\"\n\t\t\t\t\t\t\t\t>\n\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<div class=\"large-article-callout__divider\"><\/div>\n\t\t\t\t\t\t<div class=\"large-article-callout__content\">\n\t\t\t\t\t\t\t<p class=\"large-article-callout__content-eyebrow\">Videos<\/p>\n\t\t\t\t\t\t\t<p class=\"large-article-callout__content-headline\">\n\t\t\t\t\t\t\t\tThe Best RFP Leads to the Right ESP, Episode 3: Pricing and Value\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t<\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6b63474 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"6b63474\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-361cdb8\" data-id=\"361cdb8\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-fe1ed95 elementor-widget elementor-widget-page-end-cta\" data-id=\"fe1ed95\" data-element_type=\"widget\" data-widget_type=\"page-end-cta.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"page-end-cta page-end-cta--gradient \">\n\t<div class=\"page-end-cta__container container\">\n\t\t<div class=\"page-end-cta__wrapper grid\">\n\t\t\t<div class=\"page-end-cta__content\">\n\t\t\t\t<div class=\"page-end-cta__headline\"><p>Want to see Zeta in action?<\/p><\/div>\n\t\t\t\t<div class=\"page-end-cta__description\">To implement these strategies effectively, brands need the right technology and tools to support their personalization efforts. The Zeta Marketing Platform empowers businesses to offer highly tailored experiences driven by AI.<\/div>\n\t\t\t\t<div class=\"page-end-cta__buttons\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\t\t\tclass=\"page-end-cta__button button button--default button--white\"   href=\"https:\/\/zetaglobal.com\/platform\/\" target=\"_self\">Zeta Marketing Platform<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<button\n\t\t\t\t\t\t\t\tclass=\"button button--default button--red button--slide-out-form\"  >Request A Demo<\/button>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Selecting the right email service provider for your business often starts with crafting the most effective RFP. Our experts discuss creating a scorecard.<\/p>\n","protected":false},"author":16,"featured_media":88838,"menu_order":0,"template":"","tags":[45,147,281,416,1055,1057],"insight-category":[5],"class_list":["post-88837","insight","type-insight","status-publish","has-post-thumbnail","hentry","tag-travel","tag-retail","tag-automotive","tag-technology","tag-telecom","tag-fin-serv","insight-category-videos","topic-email-marketing-esp"],"acf":[],"_translation_status_fr":null,"_translation_status_es":null,"_translation_status_en-gb":null,"_yoast_wpseo_primary_insight-category":"5","_yoast_wpseo_primary_category":null,"_wpml_media_has_media":null,"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.1.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Best RFP Leads to the Right ESP, Episode 2: Creating a Scorecard<\/title>\n<meta name=\"description\" content=\"Selecting the right email service provider for your business often starts with crafting the most effective RFP. 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