Last month, I questioned whether we as an industry had reached the end of the evolution of email marketing. By this, I mean a point in time where everything that could be done with email had been done, and that going forward we would just see a continuation of the same tactics. I received a lot of comments about the article, including a very well-reasoned rebuttal from Jordie van Rijn. I plan to revisit the topic in the near future, but this month I wanted to turn to an activity that makes incumbent ESPs nervous, other ESPs hopeful, and client-side procurement people as giddy as little school girls before their first dance. To what do I refer? The email RFP!

I last wrote about the subject in a column back in March 2007. A lot has changed in the industry since I originally addressed the subject. But the column is still worth reading if you are about to enter into an RFP (as is this one!). Here's one quote...