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A Changing Picture

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A Changing Picture Glossary of Email Marketing Terms Expert knowledge means success Contents 1. Introduction 1. Email Marketing Glossary 12. Further Information Glossary of Email Marketing Terms Note: This publication has not been updated • Alert - Email message that notifies since it was last published. Some of the subscribers of an event or special price. hyperlinks may have changed and may need • Alexa Ranking - A ranking by Alexa updating. In addition, some of the information Internet, Inc., a California-based in this publication may be out of date. subsidiary company of Amazon.com that is known for its toolbar and website. Once installed, the toolbar Introduction collects data on browsing behaviour In this publication, we provide an which is transmitted to the website explanation of Email Marketing terms. where it is stored and analysed and is the basis for the company's web traffic reporting. Ranking is from 1 to 20,000,000. 1 is best. Email Marketing • Alias - A unique and usually shorter URL (link) that can be distinguished from other links even if they ultimately Glossary go to the same Web page. This makes • A/B Split - Refers to a test situation in it possible to track which message led which a list is split into two pieces with viewers to click on the link. every other name being sent one • Application Program Interface specific creative, and vice versa. (API) - How a program (application) • Above the Fold - The top part of an accesses another to transmit data. A email message that is visible to the client may have an API connection to recipient without the need for scrolling. load database information to an email The term originally comes from print vendor automatically and receive data and refers to the top half of a folded back from the email. newspaper. • Application Service Provider (ASP) • Acceptable Spam Report Rate - The – A company that provides a Web- rate at which you can be reported as based service. Clients don't have to SPAM without harming your sender install software on their own reputation. Anything over 0.1% (1 computers; all tasks are performed on report per 1000 emails) will get a (hosted on) the ASP's servers. warning. • Attachment - A text, video, graphic, • Acceptance Rate - The percentage of PDF or sound file that accompanies an email messages that are accepted by email message but is not included in the mail server. Just because an email the message itself. Attachments are not is accepted by the mail server does not a good way to send email newsletters mean it will get to an inbox. because many ISPs, email clients and individual email recipients do not allow • Acquisition Cost - In email marketing, attachments, because hackers use the cost to generate one lead, them to deliver viruses and other newsletter subscriber or customer in an malicious code. individual email campaign; typically, the total campaign expense divided by • Authentication - A term that refers to the number of leads, subscribers or standards, such as Sender ID, SPF and customers it produced. DomainKeys/DKIM, that serve to identify that an email is really sent from • Ad Swap - An exchange between two the domain name and individual listed publishers in which each agrees to run as the sender. Authentication standards the others comparably valued ad at no are used to fight spam and spoofing. charge. Value is determined by rate card, placement, size of list, quality of • Autoresponder - Automated email list, name brand fame, etc. message-sending capability, such as a welcome message sent to all new • Affiliate - A marketing partner that subscribers the minute they join a list. promotes your products or services May be triggered by joins, under a payment-on-results unsubscribes, all email sent to a agreement. particular mailbox. May be more than a • Affirmative Consent - An active single message - can be a series of request by a reader or subscriber to date or event-triggered emails. receive advertising or promotional • Bayesian Filter - An anti-spam information, newsletters, etc. Generally program that evaluates header and affirmative consent does not included content of incoming email messages to the following: failing to uncheck a pre- determine the probability that it is checked box on a Web form, entering a spam. Bayesian filters assign point business relationship with an values to items that appear frequently organisation without being asked for in spam, such as the words "money- separate permission to be sent specific back guarantee" or "free". A message types of email, opt-out. that accumulated too many points is either rejected as probable spam or 1 Glossary of Email Marketing Terms delivered to a junk-mail folder. Aka clients allow the recipient to override content-based filter. the system's settings and direct that mail from a suspect sender be sent • Blacklist - A list that denotes IP addresses as spammer IPs, impeding directly to the inbox. email deliverability. Many companies • Bulk Mail - Large scale email use blacklists to reject inbound email, marketing sends in which the same either at the server level or before it content goes to a large group of reaches the recipient's in-box. Also people. Blocklist and Blackhole list. • Call to Action - In an email message, • Block - A refusal by an ISP or mail the link or body copy that tells the server not to forward your email recipient what action to take. message to the recipient. Many ISPs • CAN-SPAM - Short for 'Controlling the block email from IP addresses or Assault of Non-Solicited Pornography domains that have been reported to And Marketing Act of 2003,' it's a law send spam or viruses or have content that outlines rules for commercial that violates email policy or spam email, establishes requirements for filters. commercial messages, provides email • Bonded Sender - A private email- recipients with the right to make you registration service, owned by email stop emailing them, and lays out vendor Ironport, which allows bulk consequences for violations of the Act. emailers who agree to follow stringent • Catch-all - An email server function email practices and to post a monetary that forwards all questionable email to bond to bypass email filters of Bonded a single mailbox. The catch-all should Sender clients. The programs debit the be monitored regularly to find bond for spam or other complaints from misdirected questions, unsubscribes or recipients. other genuine live email. • Bounce Handling - The process of • Cell (Also known as Test cell or dealing with the email that has version) - A segment of your list that bounced. Bounce handling is important receives different treatment specifically for list maintenance, list integrity and to see how it responds versus the delivery. Given the lack of consistency control (regular treatment). in bounce messaging formats, it's an inexact science at best. • CGI (Acronym for Common Gateway Interface) - It is a • Bounce Message - Message sent back specification for transferring to an email sender reporting the information between the Web and a message could not be delivered and Web server, such as processing email why. Note: Not all bounced emails subscription or contact forms. result in messages being sent back to the sender. Not all bounce messages • Challenge-Response System - An are clear or accurate about the reason anti-spam program that requires a email was bounced. human being on the sender's end to respond to an emailed challenge Bounce Rate (also Return Rate) – • message before their messages can be The number of hard/soft bounces delivered to recipients. Senders who divided by the number of emails sent. answer the challenge successfully are The rate at which your emails are not added to an authorization list. Bulk delivered. There are two types of emailers can work with challenge- bounces, hard and soft, both of which response if they designate an employee are defined later in this glossary. An to watch the sending address' mailbox acceptable bounce rate is less than 5%. and to reply to each challenge by hand. Broadcast - The process of sending • • Churn - How many subscribers leave a the same email message to multiple mailing list (or how many email recipients. addresses go bad) over a certain length • B-to-B (Business-to-Business) - The of time, usually expressed as a exchange of information, products or percentage of the whole list. services between two businesses - as • Clicks Per Delivered - A percentage opposed to between a business and a measure of the number of clicks divided consumer (B2B). by the number of emails delivered to • B-to-C (Business-to-Consumer) - the intended inbox. The exchange of information, products • Clicks Per Open - A percentage or services between a business and a measure of the number of clicks divided consumer - as opposed to between two by the number of opens. businesses (B2C). • Click-through Rate - Total number of Bulk Folder (also Junk Folder) - • clicks on email link(s) divided by the Where many email clients send number of emails sent. Includes messages that appear to be from multiple clicks by a unique user. Some spammers or contain spam or are from email broadcast vendors or tracking any sender who's not in the recipient's programs define CTR differently. address book or contact list. Some 2 Glossary of Email Marketing Terms • Click-through Tracking - When a • CPA (Cost per Action or hotlink (hyperlink) is included in an Acquisition) - A method of paying for email, a click-through occurs when a advertising, or calculating results from recipient clicks on the link. Click- non-CPA marketing. through tracking refers to the data • CPC (Cost per Click) - A method of collected about each click-through link, paying for advertising. Different from such as how many people clicked it, CPA because all you pay for is the click, how many clicks resulted in desired regardless of what that click does when actions such as sales, forwards or it gets to your site or landing page.
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