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Glossary Email Marketing


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Glossary Email Marketing

  1. 1. Glossary: Email Marketing 101 terms of email marketing.Braj Mohan Chaturvedi | | +91 9986680103Twitter: @chaturvedibraj | facebook: @chaturvedibraj | Skype: @chaturvedibraj
  2. 2. 1Acceptable Spam Report RateAcceptable spam report rate is the rate at which you can be reported asspam without harming your sender reputation. Anything over 0.1percent will get a warning.
  3. 3. 2Acceptance RateAcceptable rate is the percentage of email messages that are accepted bythe mail server. It is important to know that just because an email isaccepted by the mail server does not mean it will get to an inbox..
  4. 4. 3Acquisition costThe cost to generate one lead, newsletter subscriber or customer in anindividual email campaign; typically, the total campaign expense dividedby the number of leads, subscribers or customers it produced.
  5. 5. 4Ad SwapAn exchange between two publishers in which each agrees to run theothers comparably valued ad at no charge. Value is determined by ratecard, placement, size of list, quality of list, name brand fame, etc.
  6. 6. 5AffiliateA marketing partner that promotes your products or services under apayment-on-results agreement.
  7. 7. 6Application Program InterfaceHow a program or application accesses another to transmit data. A clientmay have an API connection to load database information to an emailvendor automatically and receive data back from the email. It iscommonly known as API.
  8. 8. 7Application Service ProviderCompany that provides a Web-based service. Clients don’t have to installsoftware on their own computers; all tasks are performed on (hosted on)the ASP’s servers.
  9. 9. 8Auto ReplyAn automated reply message set up by the user that alerts the sender.
  10. 10. 9A/B SplitA mailing list is divided into two equal segments, and each is tested fordifferent offers in order to determine which is more effective.
  11. 11. 10BandwidthBandwidth refers to the volume of information that can be moved over anetwork such as the Internet in a specific amount of time.
  12. 12. 11BounceA bounced email is one returned to the sender, usually with a message,which indicates that an email sent to a particular address could not bedelivered. It happens when the address is no longer valid or therecipients ISP
  13. 13. 12Bounce RateBounce rate is the rate at which your emails are not delivered. There aretwo types of bounces, hard bounce and soft bounce. An acceptablebounce rate is less than 5 percent. It is also known as ‘Return Rate’
  14. 14. 13Bounce – HardThe failed delivery of an email message that is rejected and returned tothe sender due to a permanent reason that cannot be resolved, such as anon existent address, an unknown recipient or a domain that doesntexist.
  15. 15. 14Bounce – SoftThe failed delivery of an email message that is rejected for a temporaryreason – such as full mailbox on the recipients end – or because thereceiving server is unavailable due to maintenance or repair.
  16. 16. 15Bounce HandlingThe process of dealing with the email that has bounced. Bounce handlingis important for list maintenance, list integrity and delivery. Given thelack of consistency in bounce messaging formats, its an inexact scienceat best.
  17. 17. 16BlockingAction usually taken by an Internet Service Provider (ISP) or dedicatedservers that prevents email messages from suspected spammers to reachthe inbox in their intended destination.
  18. 18. 17Bulk MailBulk Mail is large scale email sends in which the same content goes to alarge group of people.
  19. 19. 18ChurnHow many subscribers leave a mailing list (or how many email addressesgo bad) over a certain length of time, usually expressed as a percentage ofthe whole list.
  20. 20. 19Cross SellingCross selling offers existing customers the opportunity to purchaseproducts or services related to items in which they have shown interestor purchased previously. It is also know as Up Selling.
  21. 21. 20CTR – Click Through RateThe number of unique clicks divided by the number that were opened byrecipients that click on a given URL in your email. CTR is an indicator ofresponse to a given email message.
  22. 22. 21CPD – Clicks Per DeliveredA percentage measure of the number of clicks divided by the number ofemails delivered to the intended inbox. The open rate is considered auseful measurement of the response to an email marketing campaign.
  23. 23. 22CPO – Clicks Per OpenA percentage measure of the number of clicks divided by the number ofopens.
  24. 24. 23CPM – Cost Per ThousandIn email marketing, CPM commonly refers to the cost per 1000 names ona given rental list.
  25. 25. 24CPA – Cost Per AcquisitionA payment model where payment is contingent on certain actions, suchas sales or registrations.
  26. 26. 25Conversion RateConversion rate is a measurement of a campaigns success. It is aboutnumber or percentage of people out of the total population reached witha specific campaign that actually respond to the call-to-action in amessage. The conversion rate can be measured in sales, subscriptions,appointments, phone calls, etc.
  27. 27. 26Common Gateway InterfaceCommon Gateway Interface (CGI) is a specification for transferringinformation between the Web and a Web server, such as processingemail subscription or contact forms.
  28. 28. 27Contextual LinkA link to a Web location that is incorporated into a line of text in asimpler way than a conventional link.
  29. 29. 28CopyThe text in a web page, website or campaign, as opposed to the imagesand graphics.
  30. 30. 29Co-registrationCo-registration is an arrangement in which companies collectingregistration information from users (email sign-up forms, shoppingcheckout process, etc.) include a separate box for users to check if theywould also like to be added to a specific third-party list.
  31. 31. 30DatabaseA database is an organized collection of information, which can beaccessed and consulted in different ways. In terms of email marketing,your database is the software where you store your records, forms andlists.There are numerous forms of databases, including MS Excel, Outlook,Outlook Express, Netscape, Oracle, and Sybase.
  32. 32. 31DedupingThe process of removing identical entries from two or more data setssuch as mailing lists. It is also known as deduplication
  33. 33. 32Delivered EmailNumber of emails sent minus the number of bounces and filteredmessages. This is highly inexact number because not all receiving ISPsreport accurately on which email didnt go through.
  34. 34. 33Dedicated IPIn email marketing, Dedicated IP is referred to an IP address from whichonly you send email.
  35. 35. 34Email FiltersEmail Filtering is a technique used to block email based on the contentincluded in the ‘sender ID’, ‘subject lines’, or in the copy of an email body.Email filtering software finds key words that identify an email as spam. Inthis case, the email messages are blocked on an individual basis.
  36. 36. 35Email CampaignAn email or series of lead nurturing emails designed to accomplish anoverall marketing goal.
  37. 37. 36Email HarvestingAn automated process in which a robot program searches Web pages orother Internet destinations for email addresses. The program collects theaddress into a database, which frequently gets resold to spammers orunethical bulk mailers.
  38. 38. 37Email SponsorshipsEmail Sponsorships is about buying ad space in an email newsletter orsponsoring a specific article or series of articles. Advertisers pay to havetheir ad inserted into the body of the email.
  39. 39. 38ESP – Email Service ProvidersEmail Service Providers (ESPs) are companies that provide a service thatenable a user to send permission-based email campaigns to otherdesignated users.
  40. 40. 39Email Service Provider CoalitionA coalition formed to fight spam and protect the delivery of legitimateemail. ESPC members are active in the war against spam.
  41. 41. 40Email FrequencyEmail frequency is the frequency in the distribution of an email message,newsletter, campaign, etc. Email frequency can be daily, weekly, bi-weekly, monthly, bi-monthly, etc.
  42. 42. 41Email NewsletterContent distributed to subscribers by email, on a regular schedule.Content is seen as valued editorial in and of itself rather than primarily acommercial message with a sales offer.
  43. 43. 42False PositiveFalse positive occurs when a legitimate permission based email iserroneously filtered and/or blocked as spam.
  44. 44. 43FooterFooter is area at the bottom of an email where you find information suchas disclaimers, privacy policies and subscribe or unsubscribe instructions.
  45. 45. 44From:The line at the top of an email message where the sender typically typessenders name. It can be name of person or company.
  46. 46. 45HeaderHeaders include information such as the server from where the emailwas sent, the route it followed through the Internet, etc. The header ofan email is a part of the document that is usually not visible to therecipient unless view headers feature of their email software isselected.
  47. 47. 46HeadlineThe headline in an email marketing message usually speaks of the user(individual, company) sending it and entices the recipient to reads themessage.
  48. 48. 47Honey PotHoney pot is a planted email address by organizations trying to combatspam that, when a spammer harvests and emails, identifies that senderas a spammer.
  49. 49. 48HTML EmailHTML Email is an email message composed with HTML as opposed toplain text. The HTML Email allows you to apply a wide variety of texteffects, graphics, images and background colors, the result is a moreappealing message that can increase response rates. HTMI is Hypertext Markup Language – a language designed for the creation of web pages and other information viewable in a Web browser
  50. 50. 49IP WarmupIP Warmup is about sending a progressively increasing number of emailsout of an IP address in order to build the IPs reputation.
  51. 51. 50IMAPInternet Message Access Protocol, a standard protocol for accessingemail from a server.
  52. 52. 51IP AddressA unique number assigned to each device connected to the Internet. AnIP address can be dynamic, meaning it changes each time an emailmessage or campaign goes out, or it can be static, meaning it does notchange. Static IP addresses are best, because dynamic IP addresses oftentrigger spam filters.
  53. 53. 52Landing PageThe landing page is the page where the message directs the recipient vialink. The landing page is not necessarily the home page, but maybe abookmarked page or a linked page.
  54. 54. 53LayoutLayout is the way the content – copy, images and graphics – is organizedin an email message, with the intention that it effectively captures andretains the recipients attention.
  55. 55. 54Levels of AuthenticationA way of establishing a senders identity, and ensure the sender isallowed to send from a given domain.
  56. 56. 55LinksText, graphics or images that direct user to another online location whenclicked.
  57. 57. 56ListA list of email addresses to reach with specific campaigns or emailmessages. It is also known as ‘Mailing List’.
  58. 58. 57List SegmentationSelecting a target audience or group of individuals for whom your emailmessage is relevant. A segmented list means a more targeted andrelevant email campaign, thus a higher response rate and lessunsubscribes and spam reports.
  59. 59. 58BlacklistList of domains or IP addresses that have been identified as senders ofSPAM or unsolicited commercial email. ISPs often use blacklists in theirfiltering process to determine which IP addresses will be banned fromtheir servers, thus protecting members from unwanted email. Blacklists,however, also include legitimate email service providers that end thereafter a few spam complaints.
  60. 60. 59List FatigueList Fatigue is a condition producing diminishing returns from a mailinglist whose members are sent too many offers, or too many of the sameoffers, in too short a period of time
  61. 61. 60House ListThis is a permission based list that you build over time through yourrelationship with your customers and use to market, cross sell and upsell, as well as to connect with your customer base. It is also known as‘retention list’.
  62. 62. 61WhitelistThe opposite of a blacklist, this is a list of commercial emailers, whichinclude individuals, companies and ESPs who have been approved tosend mail through a certain ISP. Each must provide the ISP with a list ofthe IP addresses from which email will be sent, and sometimes must alsocomplete a test period after which each will be approved or rejected.An IP address included in a whitelist is authorized to deliver email evenwhen blocking measures are in place.
  63. 63. 62List HygieneThe act of maintaining a list so that hard bounces and unsubscribednames are removed from mailings.
  64. 64. 63Rental ListRental List or Acquisition List is a list of prospects or a targeted group ofrecipients who have opted in to receive information about certainsubjects, usually targeted by something like interest, profession, ordemographic information.
  65. 65. 64Load TimeLoad time is the amount of time it takes for a web page to opencompletely in the browser window.
  66. 66. 65Opt-InThe action of actively agreeing, via email or other means, to receivemessages from an email marketer. The opt-in formula often fans out anassortment of products, services, and areas of interest for the potentialcustomer to choose from.The opt-in tends to render a higher response rate than the opt-outmethod. There are different types of opt in practices, some morecomplex than others.
  67. 67. 66Double Opt-InDouble-opt-in is a means of additional security that consists in requiringthat email accounts are first opened and later verified by means of avalidation message via email that only the person who has access to theaccount can respond to. Double opt in is regarded as the gold standardfor secure email marketing.
  68. 68. 67Single Opt-InSingle Opt-In is the most widely used method of winning subscribers,compiling email addresses and obtaining permission -through thesubscribers proactive participation and after an acknowledgementemail. A single opt in list is created by inviting visitors and customers tosubscribe to your email list through a sign up tag on your Website.
  69. 69. 68Notified opt-inNotified opt-in a format in which, once an email address is subscribed tothe list, a message is sent offering the subscriber a chance to be removedfrom the list. This method subscribes the account by default, so it doesnot require active confirmation by the subscriber.
  70. 70. 69Opt-OutThe action of actively demanding, via email or other means, to beremoved from an email marketing or membership list. Opt-out is alsoknown as ‘unsubscribe’.
  71. 71. 70Open RateThe percentage of emails opened in an email marketing campaign, or thepercentage opened of the total number of emails sent.
  72. 72. 71Permission Based EmailPermission based email is the practice of only sending email marketingmessages, or email newsletters to a list of recipients who have agreed toreceive them from an individual, a website or a company.
  73. 73. 72PersonalizationThe practice of writing the email messages in a way that makes therecipient feel that it was composed specifically for recipient .
  74. 74. 73Plain Text EmailAn email sent without HTML.
  75. 75. 74Privacy PolicyPrivacy Policy has a clear description of a website or company’s policy onthe use of information collected from and about website visitors andwhat they do, and do not do, with the data.
  76. 76. 75PhishingPhishing is a scam in which a spammer poses as a reputable third party –such as a bank, a government agency, educational institution – thatmight be trusted by the recipients of an email designed to impel theserecipients to disclose personal information like social security numbers,credit card numbers, bank account numbers, etc. the message also aredesigned to promote illegal or counterfeit products or services. It is alsoknown as Spoofing.
  77. 77. 76Sender Policy Framework – SPFA protocol used to eliminate email forgeries. A line of code called an SPFrecord is placed in a sender’s Domain Name Server information. Theincoming mail server can verify a sender by reading the SPF record beforeallowing a message through.
  78. 78. 77Shared IPA less costly option than a dedicated IP address, it is an IP address fromwhich many people send emails.
  79. 79. 78Signature FileSignature File is a tagline or short block of text at the end of an emailmessage that identifies the sender and provides additional informationsuch as company name, physical address, and contact information.
  80. 80. 79SMTPSimple Mail Transfer Protocol, the most common protocol for sendingemail messages between email servers.
  81. 81. 80SpamSpam is unwanted, unexpected email from a sender unknown to therecipient. Mostly, they are email of a commercial nature that a recipienthas not subscribed to or actively requested. It is also referred asUnsolicited Commercial Email.
  82. 82. 81Spam CopSpam Cop is a paid spam service that plants their own emails andmonitors who harvests the address and spams it.
  83. 83. 82Spam TrapAn email address that was once valid, but no longer is. If you email thisaddress, youll receive a hard bounce notice. When the mail server seesconsistent traffic going to the dead email, however, they can turn theemail into a spam trap. It will stop returning a hard bounce for theknown bad address, and instead accept the message and report thesender as a spammer.
  84. 84. 83SponsorshipsAdvertising space purchased in an email newsletter or that sponsors aspecific section, article or series of articles in an email newsletter andthat targets a given audience. The copy can be inserted into the body ofthe email as text, HTML or both.
  85. 85. 84SubheadsSubheads are lines of text in the copy that serve as subtitles for thecontent that follows.
  86. 86. 85Subject LineSubject line is the field in an email message where the sender indicatesthe topic of the message. It is often used to motivate the recipient toopen the message and read its content.
  87. 87. 86Suppression FileA list of email addresses you have removed from your regular mailinglists, either because they have opted out of your lists or because theyhave notified other mailers that they do not want to receive mailingsfrom your company. Required by CAN-SPAM. AKA Do-Not-Email list.
  88. 88. 87Nth SamplingA secondary mailing list that is produced based on every Nth address. Forexample, in a Tenth Testing, an email is sent to every record in the listthat is a multiple of ten (10, 20, 30, 40.).
  89. 89. 88TargetingEmail targeting is delivering emails to those recipients who are mostlikely to be recipient of your message. The targeting can be done basedon geographic, demographic, psychological and behavioural criteria.
  90. 90. 89TeaserTeaser is a short text or compelling image in a message designed with thepurpose of causing the reader to explore further into the message beforethe actual offer or promotion is revealed.
  91. 91. 90TestA necessary step before sending an email campaign or newsletter. Manyemail clients permit you to send a test email before sending a regularemail newsletter or solo mailing, in which you would send one copy ofthe message to an in-house email address and then review it forformatting or copy errors or improperly formatted links.
  92. 92. 91ThrottlingThe practice of regulating how many email message a broadcaster sendsto one ISP or mail server at a time. Some ISPs bounce email if it receivestoo many messages from one sending address at a time.
  93. 93. 92Transactional EmailTransactional email is also known as transactive email. It is a creativeformat where the recipient can enter a transaction in the body of theemail itself without clicking to a web page first. Transactions may beanswering a survey, or purchasing something.
  94. 94. 93TrackingTracking is about Identifying, collecting and evaluating data that revealthe effectiveness of email campaign.
  95. 95. 94URL - Universal Resource LocatorURLs pinpoint the location of every file on every computer accessiblethrough the Internet. It can be a website, web page or address to any fileor document located on the Internet.
  96. 96. 95Unique Reference NumberUnique reference number is a unique number assigned to a list member,usually by the email-broadcast software, and used to track memberbehavior (clicks, subscribes, unsubscribe) or to identify the member totrack email delivery.
  97. 97. 96UsabilityUsability, in the context of email marketing, is refers to how easy asubscriber can find the message, the resources they are offered, and optin and opt out of a list.
  98. 98. 97UnsubscribeTo remove oneself from an email list, either via an emailed command tothe list server or by filling in a Web form.
  99. 99. 98Viral MarketingViral Marketing is often referred to as word of mouth advertising. Withtools that motivate people to refer or recommend a product, service orspecific offer to others. Email with lines such as ‘send this to a friend’,‘forward this to a friend’, etc help in viral marketing. It can be measuredby Viral forward, which determined by the number of referrals sent andby viral response which is determined by the number of recipients whoactually opened a forwarded message and clicked on a link.
  100. 100. 99Viral DesignViral Design is the design elements, functions and content included in acommunication that render contagious message.
  101. 101. 100VirusAn email message that includes a video file, either inserted into themessage body, accessible through a hotlink to a Web site oraccompanying it in an attachment (least desirable because many ISPsblock executable attachments to avoid viruses).
  102. 102. 101Video E-mailA program or computer code that affects or interferes with a computer’soperating system and gets spread to other computers accidentally or onpurpose through email messages, downloads, infected CDs or networkmessages.
  103. 103. Reference:-
  104. 104. Thanks! Braj Mohan Chaturvedi +91 9502421919Disclaimer: The views represented in the presentation has nothing to do with the companies I have personal, professional,or academic interest. These are absolutely my views which is based on the years of experience in the business.