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Email Marketing Glossary Terms

Stay up-to-date on email marketing key trends and find definitions for important terms.

A

A/B Split testing

A/B testing is when marketers create two versions of an asset and compare which one works best.

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Alt Text

Alt text is a word or phrase that is used in an HTML document to describe an image doesn't show up.

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Abandoned Cart

Abandoned cart is a term that is used to describe the act of a visitor who doesn't complete the desired action when visiting a website.

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Ad Copy

Ad copy is the main text of an advertisement, a CTA, a Facebook ad, or an email.

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Anti-Spam

Laws to prevent sending unsolicited business emails are known as Anti-Spam laws

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Autoresponder

An autoresponder sends emails automatically after they have performed an action.

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B

Backlinks

Backlinks or inbound links are links to a website from another website.

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Blacklist

A blacklist is a list of IP addresses that has been flagged as spam.

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Bulk Email

Bulk email is when one email is sent to multiple recipients at once with the aim of promoting business.

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Black Hat Sender

A black hat sender is someone who sends unsolicited or unwanted emails to users.

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Bounces

When a server fails to deliver an email to its recipient it is classified as a bounce.

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C

Call To Action

A call to action or CTA is refers to the step or action a marketer wants their customers to take.

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Click To Open Rate

Click to open rate or CTOR is a metric that compares the number of clicks versus the number of open

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Confirmation Email

Confirmation email is a transactional email that is sent to a customer to confirm that they have completed an action.

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Customer Retention

Customer retention programs are used by businesses to keep customers from cancelling.

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CAN-SPAM

CAN-SPAM is an anti-spam law that came into existence in 2003 to protect the rights of email account holders.

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Click Through Rate

CTR or click through rate is a metric that is used to evaluate the success of an email marketing campaign.

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Conversion rate

Conversion rate is the percentage of people who received your marketing campaign and took the desired action.

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D

Dedicated IP Address

A dedicated IP address is when a website, or email has its own IP address rather than sharing with others.

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Direct Email Marketing

Direct email marketing is designed like web-based advertisements sent via email to a target audience.

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DMARC

DMARC is a process that builds off of DKIM and SPF to help in the email authentication process.

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Double Opt-in

Double opt-in is the process where the subscriber agrees twice for an email subscription.

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Dynamic Email Content

Dynamic email content is a block of content in your email that can be personalized based on user data.

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Deliverability

Deliverability refers to the process of the marketing email being delivered to the recipient's inbox.

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DKIM

DKIM is a process that is used to verify that the email is from a trusted sender.

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Domain Name System

DNS or Domain Name System converts domain names into IP addresses so that computers can understand.

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Drip Campaign

An automated email campaign that sends a series of emails to a particular recipient over a period of time.

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E

Email Service Provider

Email Service Provider or ESP is a service that businesses can use to send marketing emails.

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Email Authentication

Email authentication is the process of finding out that the email is coming from a legitimate source and who it claims to be from.

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Error 404

When a file is not found online the Error 404 occurs.

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Email Automation

Email automation is the process of sending time or action triggered emails to customers with significant messages.

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Email Marketing

Email marketing is the use of email to send messages to a group of people in order to promote or sell a product or service.

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F

Follow Up Email

An email or a series of emails sent to the user in response to an action that may have performed is called a follow-up email.

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G

GDPR

General Data Protection Regulation by the EU protects the rights and privacy of individuals in the EU.

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H

Hard Bounce

A hard bounce is an email that could not be sent to the intended recipient because of a wrong email address, or if the server is not accepting emails.

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HTML

HyperText Markup Language is a system that is used to create documents, emails, and webpages.

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I

Inbound Marketing

Inbound Marketing is the process of attracting prospective buyers through branding instead of actively seeking prospects out via paid media.

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IP Address

Internet Protocol Address is a unique number that denotes an internet location.

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IP Warmup

IP address warmup is the process where an Internet Service Provider (ISP) starts trusting the IP address based on its actions and helps it earn a good reputation.

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Invalid Email

An invalid email is when and email address is formatted incorrectly or doesn't exist.

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L

Landing Page

Landing pages are built to continue the customer's journey after they have clicked an ad or link within an email campaign.

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List Hygiene

List hygiene is the process of keeping and eliminating email addresses to maintain strong deliverability.

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Leads

A lead is someone who has shown interest in the product or service you are selling.

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M

MTA

MTA meaning Mail Transfer Agent is a software that is part of the email infrastructure and it helps in transferring email messages from one computer to another.

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Marketing Automation

Marketing Automation refers to the tasks in marketing that are repetitive and can be automated through machine.

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Multivariate Testing

Multivariate testing is the process where many variations are tested at once to find out which one works best.

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Merge Fields

A merge field is a field that can be inserted into an email template, document or website to incorporate vales from a record, allowing you to personalize content.

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Mailing List

Mailing list is a list of names and email addresses that businesses can send marketing emails to.

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N

Newsletter

Newsletters are printed or electronic communications that inform people of the the activities and news of a business or company to their customers, patrons or employees.

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O

Opt-In

Opt-in is the process where a user signs up for mailing list or a subscription.

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Opt-Out

Opt-out is the process where the user gets to unsubscribe from a mailing list easily by clicking on a link.

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P

Permission Email Marketing

Permission Email Marketing happens when emails are sent to only those who have given their consent to receive emails from a particular business.

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Promotional Email

Promotional emails are emails sent to subscribers with the aim of convincing them to buy a product or service.

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Personalization

Personalization is when marketing content or offers are modified according to individual customer needs based on the data analysis.

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Plain Text Email

Plain text email is an email that consists of only text without any images and the links all written out.

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R

Reactivation Email

Reactivation email is a kind of a triggered email that is sent to a subscriber who has not interacted or opened emails in some time.

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Referral Marketing

Referral marketing is the method of promoting products through word of mouth.

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Retention Marketing

Retention marketing is the process by which existing customers are encouraged to come back or buy more in terms of volumes.

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ROI

ROI or Return On Investment is measured on the amount of return on a certain investment.

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S

Segmentation

Segmentation is when different groups of your audience are organized so that they only receive campaigns that are relevant to them.

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Soft Bounce

When an email reaches as far as recipient's inbox but doesn't get delivered due to a temprary issue.

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Spam

Unsolicited bulk or commercial marketing emails are classified as SPAM.

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Sender Reputation

Sender Reputation is the score given to the sender which indicates the quality of the content that they send, the frequency in which they send emails and how often users interact with them.

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SMTP

SMTP or Simple Mail Transfer Protocol is a set of instructions that help in transferring emails to other computers over the internet.

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Subject Line

A subject line serves as the introduction to the email that you are about to open.

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SPF

An email authentication tool used to prevent spam from getting to the inbox.

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T

Target Audience

Target audience is a group of people for whom certain products or services are intended.

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Triggered Email

A triggered email is an email sent in response to some particular action taken by the subscriber, for example after signing up, a welcome email is sent.

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Transactional Email

Transactional emails are triggered emails that are sent once a transaction has occurred.

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Two Factor Authentication (2FA)

When an account requires two methods of verification to log in to ensure the user's identity and keep it secure.

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U

Unsubscribe

Unsubscribe means to remove an email address from a mailing list of a business.

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User Generated Content

User generated content is any kind of content that is made by users or customers, who have not been paid by the company.

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Upsell

Upsell is a technique in sales where they you try to convince the buyer to buy more expensive things, upgrades or add-ons.

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USP

Unique Selling Proposition or Point in a product that defines it and differentiates it from other similar products.

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W

Welcome Email

A welcome email is the first email a user receives after signing up for a website or newsletter.

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Workflow

Email workflows are a series of emails that are set up to send automated campaigns to subscribers.

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White Hat Sender

White hat sender is a business that sends emails only to users who have given their permission to receive emails.

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