Email Marketing Terms every marketer should know

​Email marketing terms every marketer should know list

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  • ESP: Email service provider: Gmail, Yahoo, Hotmail and etc.
  • Optin form: Form on a website designed to collect email address.  
  • Landing page: Special page designed for one purpose,- to collect email address, also may be named optin page or squeeze page.
  • Single optin: When people enter email and submit, they don’t need to confirm subscription.
  • Double optin: When people enter email and submit, they must confirm subscription.
  • Email list: List of email addresses, people who subscribed.
  • Newsletter: One email send to recipients at once, also may be named broadcast.
  • Autoresponder: Series of automated messages may be time based or action based.
  • Thank you page: Special page where people redirected after successful action. E.g. purchase, entered email address.
  • A/B testing: Experiment, where two or more variations send via email to test, which one converts better.
  • Optin rate: Percentage of people who saw your landing page or optin form and successfully entered information.
  • Open rate: Percentage of people who opened email.
  • CTR: Click through rate percentage of people who opened and clicked a link.
  • Bounce rate: Percentage of emails was not delivered for a reason, it may be two types: soft bounce and hard bounce.
  • Soft bounce: Auto message left “away from office”, inbox is full, server temporarily unavailable.
  • Hard bounce: Email address you are sending is wrong, server is down, your address was blocked by subscriber.
  • Opt out: It is when contact don’t want to get any information and unsubscribe from your email list.
  • Email deliverability: All technical journey starting from email list owner send newsletter or campaign button to the recipient email box.
  • Complaint rate: Percentage of people who marks message as spam.
  • Conversion rate: Percentage of people who completed specific action e.g. If 10 people clicked a link out of 100 subscribers, as a result it will be 10% conversion rate.
  • DKIM: Domain key identified email- basicly, this is how domain name linked to the email message used by email service providers to check authenticity.
  • SPF: Sender policy framework- detects which mail servers have permission to send emails on behalf of domain.
  • SMPT: Simple mail transfer protocol, this is how severs “talk” to each other and sends email.
  • Can Spam act: American law signed in 2003 to prevent spam
  • CASL: Canadian anti spam legislation law.
  • GDPR: General data protection regulation. Europe law on data protection and privacy.
  • Email client: The software or service used by subscriber to open emails.
  • Email scraping/harvesting: Technique used by spammers to gather email address list.
  • Email phishing: Spammers send these fraudulent emails to get sensitive information from you like bank login details or credit card information.
  • Privacy policy: Every business must have this in order to provide information, how visitor data will be used.
  • Retention: Marketing type used to have better relationship with existing clients, rather than looking for new.
  • Segmentation: It is sorting email subscribers into smaller groups by interest, country, action and etc.
  • Solo ad: When email marketer (e.g. you) pay another person or company, who owns email list to send message to their subscribers.
  • White list: Business owners and marketers often ask to white list their email address by adding them to address book, marking email as important or moving email to appropriate folder. 
  • Lead magnet: Inscentive, that you as a marketer can offer in exchange of email address.
  • List Hygiene: This is how well your list is maintained: remove/delete inactive subscribers.

I know this list may be over helming for noobs but seems so simple for advanced marketers. However, if you read over all these email marketing terms,- congrats, hope that helped you in some way. 

About Mantas J

Blogger, marketer, coffee lover,- currently now developing several online projects.