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11 Basic Email Marketing Terms You Should Know by Janine Popick @janinepopick


11 Basic Email Marketing Terms You Should Know by Janine Popick @janinepopick


11 Basic Email Marketing Terms You Should Know

11 Basic Email Marketing Terms You Should Know

Editor’s note: For a complete glossary of email marketing terms, check this out!

As an email service provider we are constantly throwing around terms that sometimes our customers may or may not know. So I decided to pick 11 email marketing terms and give you the low down on what they mean. Don’t be offended if you know some of these, I’m trying to cover a lot of bases here. Here goes!

ROI (Return on Investment) – Your ROI is the measure of the profit you make and/or costs saved at your business. For your email marketing campaigns you calculate cost of sending email plus time.

ROI = [(Payback – Investment)/Investment)]*100

So if you made $780 on your email campaign, your time was worth $50 to create it and it costs $15 to send it it would look like this:

(($780 – $65)/$65)*100 = 1100% ROI (which is really good!)

If you want to take it a step further subtract your cost of your products or services as well.

Open Rate – Your open rate is simply the number recipients who opened your HTML emails. It is typically measured as a percentage of the total number of emails sent, although calculation methods may differ. The open rate is considered a useful metric for judging response to an email campaign but it should be noted that open rates for text emails can’t be calculated AND some email clients don’t display images as a default which would under report your total number of opens.

Above the Fold – The bottom of your browser window or the bottom of your email before you have to start scrolling is commonly referred to as the “fold”. These viewable areas should be where your most important information should be located since it’s the first thing your viewer will see.

Preview Pane – Email programs like Microsoft Outlook, Entourage, and Mac Mail allow users to view email through a preview pane before your recipient clicks to open. The preview pane is important to bear in mind when composing the opening lines of an email so you can get your recipient’s attention fast.

Copy – Your copy is simply the text of the email you write.

Hosted Email – A hosted version of an email allows users to view the email message as a web page, ensuring that all formatting remains intact. VerticalResponse does this for you for free you just need to include the “hosted version” link. Hosted versions of your email are also great for you to send your Twitter and Facebook followers to when you launch your campaign.

Spoofing – Email spoofing involves forging a sender’s address on email messages. It can be used by malicious individuals to mislead email recipients into reading and responding to deceptive mail. These fake messages can jeopardize the online privacy of consumers and damage the reputation of the companies purported to have sent the messages. Spoofed email often contains phishing scams. VerticalResponse doesn’t allow for this in our systems.

Phishing – In a phishing scam, a spammer, posing as a trusted party such as a bank or reputable online vendor, sends email messages directing recipients to Web sites that appear to be official but are in reality fraudulent. Visitors to these Web sites are asked to disclose personal information, such as credit card numbers, or to purchase counterfeit or pirated products.

Targeting – Targeting gives you the ability to deliver emails to those most likely to respond to your emails, based on a variety of things like their geographic, demographic, psychographic and behavioral information.

Whitelists – Whitelists are usually created by an ISP (internet service provider) and are made up of commercial emailers (including ESPs) who have been approved to send email through their gates. The ISP requires a list of IP (internet protocol) addresses that email will be sent from, and in some cases a test period where the commercial emailer will be approved or rejected. VerticalResponse is on all available whitelists.

Web Friendly fonts – Almost all web browsers are capable of displaying four primary fonts properly: Times, Arial, Helvetica, and Verdana, as well as their variants (Arial Narrow, Times New Roman, etc.) If a web developer decides to stray from one of these fonts he or she risks browser compatibility problems and the prospect that their pages may render inaccurately when viewed through certain web browsers.

Got any other terms you were wondering about? Leave a comment and we’ll answer!

Takeaway: Learn the email marketing lingo! Use an online glossary to brush up!

Website: http://blog.verticalresponse.com/verticalresponse_blog/
Twitter: http://www.twitter.com/janinepopick

  • Profile:  Janine Popick is the CEO and founder of VerticalResponse (www.verticalresponse.com), a leading provider of self-service email marketing, online surveys, and direct mail services empowering small businesses to create, manage, and analyze their own direct marketing campaigns. Janine is a columnist for Inc.'s Women in Business blog. In her spare time, Janine is VerticalResponse's Chief Executive Blogger for the VerticalResponse Marketing Blog for Small Businesses. Follow her on Twitter @janinepopick.
  • Website:  http://blog.verticalresponse.com/verticalresponse_blog/
  • Twitter:   http://www.twitter.com/janinepopick
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Your thoughts here
  1. Spamtrap is also an interesting Email Marketing word ! Knowing it would be interesting for all our customers !

    • A very good point Jonathan. We’ll have to get another “top terms” post up. You’ll find most terms in our glossary:

      Do you have any other terms you would like to add?

      In case you are wondering, a spamtrap is just like it sounds. An ISP might create an email address which is designed to attract spam messages. The address is posted so it’s visible to address harvester bots, but not legitimate senders. Since there’s no outgoing email from the address, anything coming into it will likely be spam.

      Regards,
      jim

      Jim Ducharme
  2. Really very useful post. All Email Marketers must know.

    robertflorish
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