Understanding Email Marketing: The Most Common Terms to Know - 12/08/2010
Above-the-fold items show up on the screen when an email is opened—a recipient does not need to scroll down to view them. It is beneficial to put your most important information (links, product or event details, etc.) above-the-fold because that information is more likely to be viewed. If you can catch the reader’s attention here, they will be more likely to scroll down, read on and take action.
A blacklist acts as a filter to block email from a particular server. If a recipient of one of your email campaigns reports the message as spam, the recipient company’s Internet Service Provider (ISP) may block any future correspondence from your entire domain. This can be very costly, as it impacts not only marketing, but also sales, accounting and customer service—every department of your business attempting to contact your customers. If the email recipient was an existing customer, his or her company may not receive important information about meetings, billing and so on.
Call List
The Call List is a valuable tool that converts your email campaign reporting into essential information for your sales team. The Call List ranks contacts in order from "Hot" to "Mild" based on their interaction with your email. For instance, someone who shows the most interest in your email campaign by opening it and clicking on links is considered one of your most valuable contacts and is grouped into your "Hot leads" category. Someone who opens your email but does not actually click on a link is grouped among your "Warm" or "Mild" leads. A person who does not open your email or click on a link within it is not included in your leads, as they are considered to be less interested.
Click Rate
Click rates signify the amount of people who click on at least one link in your email. A "unique click" represents the first time someone clicks on a link, whereas "total clicks" represents the total number of times a person clicked on a link in your email.
E-Mail Service Provider
An Email Service Provider (ESP) is an organization that provides a web-based email tool.
Hard Bounce
A hard bounce is an email that bounces instantaneously at the recipient’s server level. For example, an email will hard bounce if the server finds that an inbox is invalid.
Using HTML format when sending your email campaigns allows you to include more features than a plain text email. HTML allows the sender to format their email with images, headers, links and more.
Marketing Automation
Marketing Automation is the use of software to automate your marketing processes. It allows you to focus on other details during your business day because it removes the tasks you would have had to perform manually and adds new processes that would not have been possible. You can construct an entire marketing campaign that includes email marketing campaigns, call lists, direct mail, and more. Also, if someone signs up for a certain offer in one email campaign, you can establish filters so they are transferred to a second campaign to better target your audience. With every sign up, contacts are automatically entered into the second campaign.
Open Rate
An open rate signifies the amount of people who open your email campaign. It is a great way to track the interest of your contacts and to compare and contrast what marketing methods work brings the best results over time. Open rates also help group your contacts into Call List categories to ensure you are contacting the most interested recipients.
An option for the recipient to opt out—in other words, to be removed from your email list—must be included on all email campaigns. Opt out allows your contacts to stop receiving emails from you, and is required by the federal 2003 CAN-SPAM. The ability to opt out is considered best email marketing best practice, is necessary for CAN-SPAM compliance, and is an integral part of our user policies.
Soft Bounce
A soft bounce is an email message that gets to the recipient’s mail server but is sent back before it ever reaches the recipient. One of the main causes of a soft bounce is a full inbox
In most cases, spam in unsolicited and undesirable email. Spam is almost always email that is sent without the recipient’s permission. If someone perceives you as spam, you can get blacklisted by them.
Whitelist is the list of email addresses or domain names from which a spam filter will allow messages to be received. You are added to a recipient’s whitelist when your customers establish your email address (or domain) as a trusted sender. It is always a good idea to ask your customers to add you to their whitelist (or Safe Senders list) when they first sign up to be on your email list and to also encourage them to to add your company’s email address to their address book.

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