We assess the parameter sampling capabilities of some Bayesian, ensemble-based, joint state-parameter (JS) estimation methods. The forward model is assumed to be non-chaotic and have nonlinear components, and the emphasis is on results obtained for the parameters in the state-parameter vector. A variety of approximate sampling methods exist, and a number of numerical comparisons between such methods have been performed. Often, more than one of the defining characteristics vary from one method to another, so it can be difficult to point out which characteristic of the more successful method in such a comparison was decisive. In this study, we single out one defining characteristic for comparison; whether or not data are assimilated sequentially or simultaneously. The current paper is concerned with analytical investigations into this issue. We carefully select one sequential and one simultaneous JS method for the comparison. We also design a corresponding pair of pure parameter estimation methods, and we show how the JS methods and the parameter estimation methods are pairwise related. It is shown that the sequential and the simultaneous parameter estimation methods are equivalent for one particular combination of observations with different degrees of nonlinearity. Strong indications are presented for why one may expect the sequential parameter estimation method to outperform the simultaneous parameter estimation method for all other combinations of observations. Finally, the conditions for when similar relations can be expected to hold between the corresponding JS methods are discussed. A companion paper, part II (Fossum and Mannseth 2014 Inverse Problems 30 114003), is concerned with statistical analysis of results from a range of numerical experiments involving sequential and simultaneous JS estimation, where the design of the numerical investigation is motivated by our findings in the current paper.