15. Email Marketing Glossary

  1. Affiliate marketing – It is a type of marketing in which retailers pay the commission to other websites that generate traffic, leads or sales for them. This is done through sharing affiliate links, that contain a tracking code, which, in this case, is shared via an email message. 
  2. ALT attributes – This is an alternative text for an image which is displayed when the image cannot be displayed (because of a slow connection for example).
  3. Automation – Automation represents the usage of software or platform for the purpose of controlling and handling different tasks that are part of email marketing, such as follow-up emails.
  4. Auto-responder – This is an email that is sent as an automatically generated message. It is a response to a certain message or it can be triggered by a certain action.
  5. Average session duration – In analytics, the average session duration is the average time the website visit lasts. It is calculated by dividing the total duration of all the sessions in seconds with the number of sessions.
  6. B2B – Business to business is the exchange of information, products or services between businesses.
  7. B2C – Business to customer is the exchange of information, products or services between business and customers.
  8. Blog – It is a regularly updated web page which is usually added to the official website of the company to add more value and more content for the visitors.
  9. Bounce – If an email bounces, it comes back to you, without being delivered to the recipient. There are two types of bounce, soft and hard bounce.
  10. Brand – It is a product, service or concept that is distinguished from other similar products, services, and concepts. It is distinctive and creative. It is a recognizable name which people associate with a certain business.
  11. Brand awareness – This term can be defined as a level at which an online user is familiar with the public image of the company or the brand. This familiarization results in online users recognizing the brand easier and being more prone to work with the business behind that brand.
  12. Clickable – It means that it can be clicked on.
  13. Content marketing – Content marketing is a process of creating content which will be used to reach, engage and eventually convert customers. In online marketing, content has an important role, and it is integrated into other types of online marketing, including email marketing.
  14. Conversion – A conversion is a desired action, a goal, that you defined valuable for your business. It happens as a response to CTA.
  15. Copy – A copy is a piece of content primarily designed for advertising or marketing. Copywriting represents creating a copy through which the business wants to influence their target group in making a decision and to increase brand awareness.
  16. CTA – A call to action is a button inviting people to click on it and complete a certain action. It can be displayed as an image and as a text link.
  17. CTR – A click-through rate is the number of clicks you revive divided by the number of impressions. In email marketing, CTR is calculated by comparing the number of email clicks to the total number of sent emails.
  18. Customization – It is the act of modifying something to perform a certain task or to improve it.
  19. Email – An email, or electronic mail is the method of exchanging messages between digital devices. The first ever email was sent in 1971, through a network of computers which is a precursor of what we now know as the internet.
  20. Email marketing – As a part of online marketing, email marketing is an approach aimed towards improving your business and online reputation through email communication. The goal is to establish a successful communication with the clients (or potential clients) which will result in a conversion.
  21. Engagement – Engagement refers to the ability to inspire online users to do a certain action. In terms of email marketing, engagement is the power to encourage email opens and clicks on the CTA in the email body.
  22. Goal completion rate – This is the rate at which an activity set as a goal is completed.
  23. HTML – Hypertext Markup Language is a standardized system for tagging text files. Using HTML you can adjust font, color, graphics, etc. HTML can also help when designing an email.
  24. IP address – An IP (Internet Protocol) address is a set of numbers each device on the internet has and uses for communication.
  25. ISP – Internet service provider is an organization that provides services for accessing the internet. Here we have access providers, mailbox providers, hosting ISP, etc.
  26. Landing page – Also called lead capture page, this is the page where a conversion happens. The CTA in the email links to this page, which presents an offer or a resource for the email recipient. Since this is the page the email recipients see when they reach your website, it is essential that it follows the best practice to maximize the conversion rate.
  27. Lead – In marketing, a lead is a contact that is potentially interested in becoming your customers. Unlike regular subscribers, leads are potential sales contact because they belong to the closely targeted audience.
  28. Lead generation – Lead generation is the process of obtaining new leads through various different strategies such as a sign-up button, an online competition, free downloads, etc. The purpose of the lead generation is to generate new potential customers.
  29. Lead nurturing – The process of developing a relationship with leads along phases of the sales funnel is known as lead nurturing in email marketing.
  30. Mailing list – The list of all the email addresses of those who subscribed to follow you is called a mailing list.
  31. Measurable goals – These goals are quantifiable, which means they can be measured when achieved and thus easily compared to the planned goals.
  32. Metric – In online marketing, a metric is an instrument to measure something, usually related to the website analytics.
  33. Mobile optimization – The process of ensuring that the visitors accessing your website from mobile devices have an optimized experience and are able to view your website properly is called mobile optimization. In terms of email marketing, mobile optimization is referred to adjusting email elements to load quickly and properly when opened on mobile devices.
  34. Mobile-friendly – Being mobile-friendly means that it can be displayed correctly on mobile devices. A mobile-friendly email is an email that is accessible and properly displayed on mobile devices.
  35. Optimization – Optimization is the act of improving something to achieve better results. When an email is optimized, it means that it is improved according to the guidelines and recommendations for the purpose of obtaining better results through an email campaign.
  36. Performance – The performance represents the accomplishment of given tasks. It shows how the work is done. In terms of an email campaign, the performance is expressed through comparing the results of email marketing metrics.
  37. Reach – This is the total number of people who have taken an action which include views and clicks.
  38. Recipient – It is a person who receives something, in this case, an email.
  39. ROI – Return on investment is used to compare the profitability of a strategy by comparing the profit and the investment.
  40. Sales funnel – This is a sales process that starts with an online user becoming aware of your brand and ends with the purchase.
  41. Search engine marketing – Search engine marketing (SEM) is a type of online marketing aimed at advertising the website and improving overall business through search engines. It includes paid reach (for example Google AdWords) and organic reach (SEO).
  42. Search engine optimization – Search engine optimization (SEO) is a part of search engine marketing (SEM), which uses search engines to reach online customers. In SEO, the goal is to reach customers through organic reach, when your website is featured in the list of links shown as a result to a search query.
  43. Segmentation – Segmentation is a process of dividing something into groups based on certain criteria. When it comes to email marketing, segmentation refers to the division of the target audience. The goal of segmentation in this sense is to provide better-optimized email campaigns, by addressing the specific need or action of the recipients.
  44. Session – When it comes to website usage, a user session, also known as a visit, is the presence of a specific IP address. The number of sessions is measured as the website traffic.
  45. Social media marketing – Social media marketing is a part of online marketing focused on promoting a business through social media platforms. It is necessary to create social media profiles (pages) through which these goals can be achieved. Besides promotion, social media can be used for increasing sales, increasing traffic, generating leads, increasing brand awareness, providing customer support, etc.
  46. Software – A program used by a computer.
  47. Strategy – A strategy is a plan of action designed to do something and to achieve certain goals. In terms of online marketing, including email marketing, a strategy defines your goals and how you want to achieve them through the use of different tools and approaches.
  48. Subscribe – When someone subscribes to something, they express an agreement to be notified of updates via the email they have provided.
  49. Subscriber – This is a person who willingly provides you with their email to receive email updates from you.
  50. Target – In online marketing, to target is usually referred to the process of designing something especially for the group of users who are most likely to be interested in your business.
  51. Target group – A target group is a group of people (customers and potential customers) your business is trying to reach through different marketing efforts, including email marketing.
  52. Template – In email marketing, a template is a predesigned email or email elements that can be used for different campaigns, with some customization and optimization first. Some email marketing tools offer predesigned email templates, where you only add text and links. You can also create your own template, and then use it for the future campaigns.
  53. Trigger – A trigger is an action defined as relevant, which leads to a certain reaction. In terms of email marketing, a trigger such as a visit to a page, a sign-up, a download, etc. is an action that can trigger an automated email message to be sent.
  54. Unsubscribe – When someone no longer wishes to receive updates via their email, they unsubscribe from the list, in which case their email is removed from that list.
  55. URL – A URL (Uniform Resource Locator) is the address of a web page.
  56. Website form – It is a form that is provided by website owners for users to fill in. Filling in can be optional or mandatory, and it usually results in a visitor gaining access to something, such as a free download, exclusive content, etc.
  57. Website submission – This is the process of submitting something through a website, such as the act of filling in a form and then submitting it.

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