Tuesday, 10 September 2013

Email Marketing Terms You Need To Know:

Posted by Unknown at 10:51 am Labels: , , ,
It's easy to get lost in conversation when people use a lot of Email Marketing jargon. So, to help you further understand Email Marketing we have explained the key Email Marketing terms we feel you need to know.

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CAN-SPAM Act of 2003
The United States of America introduced this Federal anti-spam legislation. It was passed in 2003 and requires the following in each email: a legitimate header, a valid ‘From’ address and a straightforward ‘Subject’ line. Also required by the act is an unsubscribe/opt-out option and/or instructions and a physical address. It also requires that all unsubscribes are processed within ten days of receipt.

Spam or UCE (Unsolicited Commercial Email)  
Email sent to someone who has not opted-in or given inferred permission to the sender to send any mail to them. Our definition of SPAM is: "It's spam if it is both unsolicited and has no inferred connection to the receiver or receivers". Our technical interpretation is: "the recipient's personal identity and context are irrelevant because the message is equally applicable to many other potential recipients; and the recipient has not verifiably granted deliberate and explicit permission for it to be sent, that is, opted-in or subscribed to receive the received email; and the transmission and reception of the message appears to the recipient to give a disproportionate benefit to the sender.”

Viral Marketing
A type of marketing that is carried out voluntarily by the targeted company's customers. The electronic equivalent of 'word-of-mouth advertising'. Email has made this type of marketing both relevant and prevalent. Tools such as ‘send this page or ‘email to a friend’ encourage people to refer or recommend your company’s product, service or a specific offer to others.

Subscribe
To subscribe to an email list so the user can receive future emails.

Single opt-in
Once the most widely accepted and routinely used method of obtaining email addresses and permission. A single opt-in list is created by inviting visitors and customers to subscribe to your email list. When you use a sign-up form on your website, a message immediately goes out to the subscriber acknowledging the subscription (a good example of an auto-responder). This message should reiterate what the subscriber has signed up for and provide an immediate way for the subscriber to edit her interests or opt-out. 

Unsubscribe
To remove oneself from an email list, either filling in a web form – clicking the unsubscribe link in the footer.

Hard bounce/Soft bounce
A hard bounce is the failed delivery of an email due to a permanent issue like a non-existent address. A soft bounce is the failed delivery of an email due to a temporary issue, like a full mailbox, server down, congestion on the net or outage.  
 
 Triggers
Triggers send automated follow-up emails based on the recipient's reaction to an email you've sent to them. Triggers can be set up to send a time-delayed email when the recipient clicks on the link or opens an email. They're great for sending thank-you emails or for sending coupons to people who've clicked on a product.

Auto-responder
An auto-responder will automatically send a response/alert to a specified email contact when someone sends a message to its address. The most common uses of auto-responders are for subscribe (opt-in) and unsubscribe (opt-out) confirmations, welcome emails and customer support questions.
 
Text-only newsletter
Plain newsletter with words only, no colours, graphics, fonts or pictures; can be received by anyone who has email.

ROI
Return on Investment. From an email marketing perspective, understanding this number helps you determine where to put your advertising pounds, which campaigns are performing best, what percentage of your investments are turning directly into income, and how much it costs you to find and retain clients.

Conversion rate
The percentage of emailed recipients who responded to your specific email marketing campaign or promotion. This is the measure of your email marketing campaign's success. Your conversions can be measured in all things related to the campaign, that is, sales, phone calls, appointments and so on. 

Open rate
The percentage of emails opened in any given email marketing campaign, or the percentage opened of the total number of emails sent.

CTR (or click-through rate)
The number of unique clicks divided by the number of emails that were opened, expressed as a percentage.

CTA (call to action)
Call to action. This relates to the buttons or links you present within your email i.e. the action that you would like the recipient to take. It is best to change the buttons, images and links used to see what works best with your mailing list.

 Above-the-fold or sill (preview pane in your email client)
The part of a web page or email client that is visible without scrolling. If you have a 'Join our mailing list' or 'Subscribe now' tag on your website, place it 'above the fold/sill' - it makes it easy for visitors and clients to opt-in and opt-out. 

Landing page
A web page that is directly linked from an email for the purpose of providing additional information on products or services promoted in the email. 

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