There are several Digital Marketing Terms used in Email Marketing that one should familiarise oneself with. These marketing acronyms would help one understand the meaning behind many of the big words used in the business industry. And it doesn’t matter whether you are a business owner, businessman or an average person, everyone should know the meaning behind such jargon words.
And we, at emailnphonelist.com, have prepared this list in a way that even a layman would understand. So, let’s begin…
A/B Testing (of your Email Copy)
A/B Testing, also known as Split Testingor Bucket Testing, is a technique where two versions of, say an email marketing campaign, is compared against one another to ascertain which one executes better. In other words, it is an experiment where data is calculated of two email marketing campaigns at random to analyse which one performs better for the set goal.
Above the Fold (Shows the Most Important Part of your Email)
Above the Fold is nothing but the part of the email or the webpage which is visible to the user once he/she opens it. And it is the part which didn’t require any scrolling. Also, this area is especially invaluable because the material shown in the area determines whether the reader would be interested in reading/scrolling on.
Acceptable Spam Report Rate (of the Sent Emails)
The Acceptable Spam Report Rate is the rate at which the emails being sent by the marketers can be accepted & reported as Spam without hurting the emailers’ IP or domain. For example, anything over the percentage of 0.1 (1 report out of 1000 sent emails) will get a warning.
Acceptance Rate (of your Email Messages)
The Acceptance Rate is the rate at which a percentage of email messages, that are being sent, are accepted by the email server. Although, it does not necessarily mean that the emails are being delivered to the inbox of the recipient.
Acquisition Cost (For Lead Generation)
Acquisition Cost, or Customer Acquisition Cost, is the cost required to generate one lead in email marketing. And it is done by calculating the number of newsletter subscribers and customer in a single email marketing campaign. Typically, it is the campaign expense divided by the number of leads generated.
It is basically a barter/interchange of a valued advertisement between two publishers where they decide to run their ads at no cost. For example, the value can be determined by the ad’s name, brand, quality and size of the list etc.
Advertising is the literal enhancement of a product or service by putting it in the spotlight. And this is done through paid digital or print broadcasting.
Affiliate (who Promotes your Email Marketing Campaign)
An affiliate is the marketing partner of a company whose sole job is to promote the corporation’s products or services.
Affirmative Consent is an active request by a user or subscriber to receive advertising or promotional emails and more.
Alert (For your Subscribers)
An alert, or an email alert, is an email marketing term where a subscriber is notified of some special discount or special price of a product, goods, or services.
Application Program Interface (API)
API is how an application accesses another application to transmit the data. For example, a client might have an API connection, he/she can transmit the information on the database to an email vendor and automatically receive the data back.
Attachment (in the Email)
An email attachment is any text, video, graphics file which can be sent with an email message. The attachment itself is not embedded in the message but is sent with the email. However, many email clients and email recipients do not allow attachments. Mostly because hackers use them to send viruses and malicious files.
Authentication (to verify the Sender)
It is an automated process to verify the identity of the email sender.
It is a computer program with the capability of sending automated email messages to clients and prospects. The program is used by several email services to send messages such as a welcome message or any other such triggered emails. These messages are sent when a visitor subscribes, unsubscribes or does anything that triggers the program.
Analytics is the tracking of information to create meaningful patterns for future marketing endeavours. This information can be tracked from website traffic, etc.
Bayesian Filter (An Anti-Spam Program)
It is an anti-spam computer program which checks the content and header of incoming emails to determine whether or not the emails are Spam. For example, the filter assigns points to certain words such as “free of cost” or “guaranteed money back” and checks how many times these words frequent to determine them as being Spam.
B2B: Business to Business
B2B or business to business is where, say a business corporation, exchanges and sells products, goods, services and information with another business enterprise.
B2C: Business to Consumer
B2C or Business to Consumer is where the products, goods and services are sold and marketed to the customers who buy these things. It is the most common form of business.
Blacklist (which blocks Spammers)
A blacklist is a list containing domains, IP addresses or email addresses of any email senders who are suspected of sending Spam messages. Many corporations use blacklists to block incoming messages from spammers by rejecting the inbound email at the server level or before it reaches the inbox of the recipient.
Block (Spam Messages)
Block happens when an ISP (Internet Service Provider) or an email server prevents the email message from moving forward to the recipient. And ISPs block certain messages from being sent because the sender’s IP might have been reported to send Spam or Viruses or the IP has been flagged for violating email policy.
Bottom of the Funnel
Bottom of the Funnel is the last stage of the buying procedure where a prospective consumer finally decides to buy the product or goods from respective companies because of an attractive email message or any other link in it.
Bounce (of the Email Message)
A bounce occurs when an email message isn’t delivered immediately to the recipient. Emails can get bounced for several reasons. Some of them might be the email address is incorrect, the recipients’ inbox is full, the server is down etc. When an email message gets bounced, a message is sent back to the sender explaining why it happened.
Bounce Rate (of your Emails)
Bounce rate, or Return Rate, is the calculation of the number of hard or soft bounces divided by the number of emails sent. Although, be wary that this number is inexact because sometimes the server fails to notify the sender that his/her message has bounced.
Broadcast (your Email Messages)
A broadcast is a process where the email message you are sending is relayed to multiple recipients at the same time.
Bulk Folder (storing the Spam Messages)
A Bulk folder, also known as Junk folder is a storage space where the received messages perceived to be Spam are kept. These messages are from any sender who is not in the recipients’ contact list.
Bulk Mail (for Large Scale Email Marketing)
Bulk Mail is a large scale email marketing method where a single mail including content is sent to a large group of consumers.
A Brand is a unique signature of any enterprise which distinguishes itself from other companies in the market. It brings about awareness of a specific product or service by that enterprise.
Every buyer/customer is different from the other. So, the buyer persona is a summarization of the ideal buyer according to the market research and information. It helps corporations determine what the quality of the lead will be and how a specific product will appeal to them.
Call to Action (of your Customer)
Call to Action in email marketing is a technique whereby the written material compels a client or a consumer to take a specific action. The action can be clicking a button or calling a number.
The CAN-SPAM Act of 2003 is a popular law in the United States of America that regulates the law for commercial email. It helps email recipients to stop receiving certain emails and lays out consequences if the law is violated by the companies. The name stands for Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003.
Catch-All is a function of the email server where it forwards all the questionable emails to a single mailbox such as misdirected questions, the number of unsubscriptions, live email etc.
Challenge Response System (An Anti-Spam Software)
Challenge Response System is an anti-spam computer program that requires the sender to respond to an email challenge before the messages that are being sent, are delivered to the recipient. The upside to the system is that if the sender answers the question successfully, he/she is immediately added to the authorized list.
Churn is an email marketing term where the percentage of subscribers leaving the mailing list, or the number of expired email addresses over a period of time is calculated.
Click Through (Links in Emails)
Click through occurs when an email message, sent to the recipient, containing a link is clicked.
CTR (Click Through Rate)
Clickthrough Rate is the calculation of the number of clicks per sent emails. It includes multiple clicks by a user.
Click Through Tracking
Click Through Tracking is the tracking of the information collected on every click-through link. It includes information such as the number of users clicked through, the number of clicks resulted in an action such as sales, subscriptions, leads etc.
Clicks Per Delivered
Clicks Per Delivered is the measure of the number of clicks divided by the number of sent emails delivered to the intended recipients’ inbox.
Commercial Email is an email whose sole purpose is to market the products and services of a company so that the consumers would be influenced to buy them.
Confirmed Opt-In (of your Customer)
Confirmed Opt-In is the confirmation of a recipient willing to receive emails from companies such as promotional content, offers & discounts etc.
Content (in the Email Message)
Content is the body of an email message which includes all the text, images, videos (if given), and links.
Conversion (of your Customer)
Conversion is an action elicited by the email recipient based on the emails sent by a company. It includes a monetary transaction by purchasing something from the link provided in the email.
Conversion Path (chosen by the Consumer)
Conversion Path is the procedure adopted by the prospect to eventually become a lead. It can happen through downloadable contents or call to action emails prepared by a corporation.
The Conversion Rate is the calculation of the number of conversions divided by the number of people visiting the website through the link given in the email. That is, if a website receives 100 visitors, and has 50 sales, then the conversion rate 50 divided by 100.
CPA (Cost Per Action)
CPA or Cost Per Action/Acquisition is the technique of paying for advertisements to increase sales.
CPC (Cost Per Click)
CPC or Cost Per Click is the technique of paying for clicks, regardless of what it does for your website.
CPL (Cost Per Lead)
CPL or Cost Per Lead is the total cost of paying for quality leads. This influences Customer Acquisition Cost.
CPT (Cost Per Thousand)
Cost Per Thousand or CPT is the cost allocated to a thousand names in the rental list. That is, it is a cost that an owner of list charges per email address.
CRM (Customer Relationship Management)
CRM, also known as Customer Relationship Management is a software which helps building relationships with clients, consumer loyalty and brand value through various marketing strategies.
Cross-campaign Profiling is a method adopted to comprehend the behaviour of email respondents throughout multiple campaigns.
Dedicated Email Server
Dedicated Email Server is a server which cannot be used by multiple clients/companies to send emails. A dedicated email server performs better but costs more.
Deduplication (of Email Data)
Deduplication or Deduping is the procedure of removing similar entries from several sets of data. It is done to prepare a clean set of information.
It is the number of emails being sent to the inbox without counting the bounced emails, or the filtered ones.
Delivery Tracking (of the Sent Emails)
Delivery Tracking is tracking the delivery rate of the sent email according to the ISP, delivery failures (such as bounces, invalid email address, server errors etc.) and other factors.
DOS (Denial of Service)
Denial of Service Attack or DOS is a cyber attack where the hacker throws into disorder an email or web service by sending countless messages. It makes the server unable to handle the incoming traffic by crippling it until it shuts down completely.
Deployment (of the Email Marketing Campaign)
Deploying is the act of activating the email marketing campaign after a successful test run.
Digest (A Version of Email Newsletter)
A digest is a short version of the email newsletter with a summary which is sent in place of full-length writings such as articles. It includes the link to the complete article on the website.
DomainKeys (An Anti-spam Tool)
DomainKeys is an anti-spam program developed by Yahoo. It combines public and private “keys” to validate the domain of the sender. This reduces the chance of a spammer faking the domain address.
Double Opt-In (For Confirmation)
Double Opt-In is the procedure that asks new list joiners to take affirmative action so as to confirm that they really want to be in the list. It is done by clicking an email link to a personal page for confirmation.
ECOA (Email Change of Address)
The Email Change of Address is a tool that tracks changes in the email address and updates the same.
Effective Rate is the measurement of the number of users who opened a link from the received email message. It basically measures the effectiveness of the email marketing campaign.
Email Appending (The Matching of Email Addresses)
Email Appending is a service to match email addresses according to the name and postal address of the subscriber in the database. It requires a confirmation from the subscriber before proceeding to append.
Email Campaign is a series of lead generating emails designed for accomplishing the goal of increasing prospective customers.
Email Filter is a software which is used to categorize, sort, and block incoming emails according to the sender, header, or content of the email message.
Email Harvesting is an illegal automated procedure where a robot software searches various web pages for email addresses. Then the software inputs the email address in a database which is then resold to spammers and bulk mailers using illegal means. It is basically used for phishing.
Email Newsletter (Electronic Magazine)
Email Newsletter includes important content which is disseminated to the subscribers regularly through email. It is also known as Ezine.
It is generally the buying of space in an email newsletter for advertisement of a specific written material or a set of materials.
Email Vendor or Email Service Provider is a company that sends emails on behalf of their client.
It is a set of pre-programmed emails sent spontaneously on important dates and events of the subscriber. It can be a birthday, anniversary etc.
A False Positive occurs when a permissible email is incorrectly rejected or blocked as Spam, either by the user’s anti-spam software or by the ISP.
Firewall (to stop Malicious Emails from being Delivered)
A Firewall is a security measure of the server which is designed to prevent unauthorized users, messages and emails from accessing the private network. Moreover, a firewall can be implemented in Email to prevent users listed as suspects from spamming, hacking or forging. It is also an in-built program in the Windows operating system.
Goodbye Message (for the Subscribers)
It is an automatic email message sent to a member who unsubscribes.
It is an email message which contains anything other than text. For example, graphic logos, images, colours etc. Sending an HTML message makes it possible to become creative with its design.
Hard Bounce (of the Email Address)
A hard bounce occurs when the email address/account is found to be invalid or fictitious.
It is a decoy email address used by corporations to combat spam. For example, when a spammer harvests and sends emails, he/she gets identified as a spammer.
It is a corporation’s own list. That is, it is the list of email addresses developed by the company itself. It is one of the most invaluable marketing assets.
It is a process where the database is scrubbed clean of incorrect and outdated information.
IMAP (Internet Message Access Protocol)
It is a standard protocol used for accessing emails from a server.
IP Warmup (to increase an IP’s reputation)
IP Warmup is done to send an increasing number of emails out of an IP address to build its reputation.
It is an industrial term for a forged email. That is, it is where a hacker or a spammer uses a genuine email address in a fake way so as to he/she can hide his/her identity.
A landing page is the lead page of a website which a visitor lands on after clicking a link on the email.
Linkrot occurs when a link expires over time because the website got shut down or the website stopped supporting the unique link given in the promotional emails.
List Fatigue occurs when a mailing list gets exhausted of giving returns because the email addresses in the list have been sent too many offers. That too, in a very short period of time.
List Management is basically the process of controlling, setting up, administering, and maintaining a mailing list.
List Rental is a procedure where an advertiser or a publisher rent a mailing list from its owner and uses it to send messages to the members in the list. It sometimes involves the list owner sending the messages on a publisher or an advertiser’s behalf.
List Sale is where an advertiser or publisher buys the list and owns the right mail directly. The only difference between List Rental and List Sale is that the latter involves owning the list.
It is the segregation of the members in the list according to a target audience for whom the email message will be relevant.
It is a combined effort of hackers and spammers to close down a mail server by sending numerous messages in a short period of time, more than it can handle.
Mail Loop is an error in communication between two mail servers. It usually occurs when a misconfiguration in email triggers an automatic response from the server of the recipient.
MTA (Mail Transfer Agent)
A Mail Transfer Agent is a computer server that forwards emails from senders to the recipients through relay sites and also stores incoming email.
Open Rate is the percentage of the total number of emails opened by the recipients in a given period of time. The open rate is a key determining factor for judging the success of an email marketing campaign. Although the only downside of the open rate is that it indicates the emails opened from the total amount sent, not those which were actually delivered. It is the total number of emails opened per 100 sent emails.
Opt-In or choosing to subscribe is giving permission to receive information, messages and communications from companies to whom you have subscribed. It is essentially a subscription to an email list. Although, a subscriber has the option to indicate what type of emails he/she wishes to receive. For Example, Newsletters etc.
Opt-Out is the exact opposite of Opt-In. When a subscriber gives a specific request to stop receiving the information, messages and newsletters from the sender, he/she has opted out from the company’s subscription.
Permission is the action of officially approving a person to actively add the email address to the mailing list.
Personalization in an Email is the addition of various elements to the email body according to the information acquired about the recipient you are about to send the email to. It can be said as a method for targeting a single recipient for whom the email message is being created.
PGP (Pretty Good Privacy)
PGP or Pretty Good Privacy is computer software that is used to digitally encrypt the email so as to protect it from any viruses when it is travelling from the sender’s server to the recipient’s. It can also be used to discover the sender’s identification.
Phishing is a type of fraudulent attempt often used to steal user information, including credit card details and login information. Hackers and Scammers use authentic-looking emails to “fish” out sensitive information from the users
Plain Text (Email)
It is an email text message sent without any HTML. The text doesn’t include any formatting code and improves upon the readability for the recipients.
POP (Post Office Protocol)
POP or Post Office Protocol is a much simpler protocol, which an email sender implements to send and receive texts from email servers easily.
Preferences (for receiving Emails)
It is a set of instructions that can be set by the user to determine how they want to receive the email messages. It also includes determining which emails should be sent.
Preview Pane (to check Emails without opening them)
It is a window for viewing the email messages received so as to scan the content in them without opening the message itself.
A queue is a temporary storage space for email messages which hasn’t been approved by any list owner to be received or when the email server hasn’t yet come around to send it.
A Read/Open Length is nothing but the duration of time the user takes to open the email message, reading it, and closing the email.
Registration is a process where a user not only opts for receiving newsletters and other information through emails but also provides extra information such as name, address, phone number and other data about themselves. It is usually done through the website form.
It is a popular security measure to catch spammers who use fake IP addresses. The process involves matching the IP address to the domain name, instead of the domain name being matched to the IP address.
It is a creative form of an email message that is prepared with videos, audios and animations. Rich media is basically used to increase the click and open rates of the sent emails. Although, it requires more internet bandwidth and mostly are less compatible with different email services.
Selective Unsubscribe is an unsubscribe tool whereby a user has the option to choose which newsletters or information he/she wants to receive and such.
Sender ID (An Anti-Spam Mechanism)
A Sender ID or Sender ID is used to validating email addresses of the senders to distinguish them from spammers and hackers. It is basically used to block invalid email address and other forgeries.
Sender Score is the rating given to every outgoing email servers’ IP address. It is done to judge the reputation of the sender’s IP address before the mail server decides to send the email message through. A score of above 90 is determined to be good.
SPF (Sender Policy Framework)
Sender Policy Framework or SPF is a security protocol used to eliminate invalid email forgeries.
Shared Server and IP is the less costly option than a dedicated email server and IP address which everyone can use. These servers are used by more than one company or user to send emails.
A soft bounce is the delivery failure of an email message due to temporary issues such as a full inbox or unavailability of the server etc.
Solo mailing is a single broadcast message to the email list which is separate from regular promotional offers and newsletters. In it, the list owner puts out a one-time special offer/promotion.
Spam (Unsolicited Commercial Email)
Spam or Unsolicited Commercial Emails are those emails which are sent to the recipients without their permission or opt-ins.
It is a paid service for spam whereby an email is planted to monitor who harvests the email address and spams it. It is pretty useful in identifying spammers.
A spam trap is an email address that has gone invalid. And if one sends consistent traffic to the dead email address, the server can turn the address into a Spam Trap. Thus, identifying the senders as spammers.
It is a process of exchanging mailings and newsletters for free between publishers, list owners and advertisers.
Spoofing is a malicious practice of disguising the email sender’s name in the email message so as to it looks as if it came from another email address.
Subscribe or Subscription is the procedure for joining a mailing list through filling a website form or requesting to be added. And the person who is specifically asking to subscribe is known as the Subscriber.
A suppression file is the list of email addresses who have unsubscribed and have been removed from the regular mailing lists. It is required by the CAN-SPAM Act.
Test or Testing is a necessary step to run an email campaign and newsletter temporarily before the final copy is being sent. It is basically used to review initial mistakes and copy errors in the email marketing campaign or newsletter.
Thank You Page
A thank you page is the follow-up web page that a user encounters after he/she has applied for an order, subscribed to the website, or even fill up an online form. It can also be counted as a receipt.
Throttling (A Limit for sending Emails)
Email Throttling can be said as a limit that one must follow while sending emails every day. It is the regulation of the number of email messages a broadcaster sends to a mail server at a time.
A Transactional Email is a type of email that is triggered after the user completes an action. These actions can be account creation, purchase receipts etc.
Unique Reference Number
The Unique Reference Number is a unique number given to a list member by the software for email broadcast. This number is used to track the behaviour of the members such as subscribes, clicks, etc.
Verification (of the Email Server)
Verification is done to determine whether the email messages have come from an authentic email server and IP address of the sender.
Video Email is an email message that incorporates a video message. It is done either by inserting the video in the body of the message or is given a link to access the video.
A virus is an executable program code that disrupts the computer’s operating system and can be spread through emails, attachments, network messages etc.
A welcome message is an email message that greets a new list member hospitably as soon as his/her email address is successfully added to the list.
Whitelist functions the exact opposite of a Blacklist. A whitelist, instead of listing IP addresses which have been blocked, lists IP addresses which have been allowed to send emails regardless of any spam filters.
Worm, just like an email virus, is a piece of a malicious computer code which is used to infect one’s computer.