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Email Marketing Glossary and Terms |
Above-the-fold The top part of an email or web page that can
be seen without scrolling. This is generally more desirable placement
because of its visibility.
API Application Programming Interface that allows an
outside system to have a well defined protocol by which they can
access another system's functionality.
Append The practice in which a marketer leverages offline
data to match profiles with users and contact via e-mail.
Auditor Third party to verify subscriber membership.
Blacklist List of IP addresses that are being used by or
belong to organizations or individuals that have been identified as
sending Spam. Blacklists are often used by organizations and Internet
Service Providers as part of their filtering process to block all
incoming mail form a particular IP address (or block of addresses).
CAN SPAM A law, which became effective January 1, 2004,
that establishes requirements for those who send email with primary
purpose of advertising or promoting a commercial product or service.
Click-through When a reader takes action and clicks on a
link.
Click Through Rate The number of times all links in an
email were clicked compared to the total list size, represented as a
percentage. To determine the click-through rate, divide the number of
responses (clicks) by the number of emails sent (multiply this number
by 100 to express the result as a percentage).
Click To Open Rate The number of times all links in an
email were clicked compared to the number of people who opened the
email, represented as a percentage. To determine the
click-to-open-rate, divide the number of responses (clicks) by the
number of emails opened (multiply this number by 100 to express the
result as a percentage).
Conversion Rate The number of recipients that completed a
desired action as a result of an email message compared to the total
list size, represented as a percentage. To determine the conversion
rate, divide the number of recipients who completed the desired
action by the number of emails sent (multiply this number by 100 to
express the result as a percentage).
Creative (Email Marketing) Terminology used for copy and
content of an email. Email creative can be in many different formats
including HTML, text, images, etc.
Demographics Data about the size and characteristics of an
audience.
Domain Keys Email authentication system designed to verify
the DNS domain of an email sender and the message integrity.
Double Opt-in Email Marketing The process of collecting
permission to email users whereby a submitted email address is not
immediately added to a mailing list. Instead, an email is sent to the
submitted address asking the user to take additional action to
confirm that they do want to receive email communications from the
marketer. If the user does nothing, the submitted address is not sent
email communications. The user will only be sent email communications
if they respond to the confirmation email.
Email Authentication Practice of validating that an email
sender is legitimate to cut down on spam and phishing scams.
Email Frequency The intervals at which email marketing
efforts are repeated: weekly, bi-weekly, monthly, bi-monthly, etc.
Email List Manager Controller of email list or database
entity.
Email Marketing Campaign Coordinated email marketing
messages delivered at intervals with a specific objective or goal.
Email Newsletter An email message sent out to a group of
subscribers with relevant information on a topic. Often used to
capture Web site visitor's email addresses, they can also be used to
keep in touch with existing customers, or simply as a means of
distributing new product information.
From Name The name by which the sender of an email is
known.
From address The email address from which an email is sent.
Geo Targeting The ability to target users by geography
such as city, state, country and postal code.
Hard Bounce An email address that is rejected by the
receiving server for a permanant reason (example: "email address does
not exist"). Hard bounces are not vaild email addresses and should be
removed from lists.
List Segmentation Breaking a list into smaller pieces for
the purpose of targeting recipients with specific characteristics or
demographics.
Multi-part Email An email that is sent with different
versions - usually html, text and AOL. The recipient's email client
settings determine which version is delivered to that inbox.
Opt-in Code Code posted on the webpage of a company's
website that allows a subscriber to signup for email from the company
and be automatically added to that company's email list.
Opt-in Email Marketing The process of collecting
permission to email users whereby the user must take action to
receive email communications
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