E-mail Marketing Glossary
- A
- A/B TestingAcceptance Rate B
- Black ListBulk Mail C
- Call to Action ButtonCan-SpamClicks Per DeliveredClicks Per OpenClickthrough Rate – CTRConversion RateCPMCustomer Acquisition Cost D
- Dedicated IPDouble Opt-in E
- E-Mail FatiqueE-mail MarketingE-mail ReputationE-mail Service ProviderEmail FilterEngagement Rate
A/B testing is a method used in the digital marketing world to test two different variations such as web page, social media campaign, e-mail campaign, digital ad text and compare which one performs better. In A/B testing, users are shown two random variables and statistical data is used to determine which of their variables has the highest performance. In this way, the variable with most return and efficiency is determined.
It is the rate that businesses get by dividing the total number of e-mails sent to their target audience by the number of recipients who opened those emails. The open rate is a very important metric for measuring the success of e-mail campaigns.
Open rate shows the number of emails you sent to your recipients have been opened, if this ratio is high, it will ensure your sales rates will increase. Because, the higher your opening rate is, the more people your offers, promotions, information and special campaigns you send reach.
It is the name given to the list containing e-mail or IP addresses defined as “Safe Sender” by the Internet service providers, e-mail users or e-mail service providers.
In other words, before an e-mail is delivered to you, the content of that e-mail is examined by the mail client and searched for signs of spam. If there is no indication that the e-mail is a spam, this sender is defined as a safe sender and the e-mail drops directly into the inbox. Messages received from a white-listed e-mail address do not drop into the spam box, but are sent directly to the recipient.
Conversion rate is the percentage of current and prospective customers who download e-books, purchase products, sign up for the newsletter. It is one of the most important metrics that will allow you to measure how successful the campaigns are.
It is the name given to the process of blocking an e-mail by checking its content, subject line or sender information.
For example, identifying messages that you or your business don’t want to see in your inbox as spam, is performing an e-mail filtering process.
It is the rate that shows how much of the e-mails that businesses send to their recipients and reach the recipients are delivered and clicked.
For example, out of 100 e-mails you send, 95 of them are delivered to your target audience, but they may not be clicked by the recipient. Clicks Per delivered shows what percentage of those 95 e-mails was clicked by the recipients. This metric also allows you to measure how successful your campaigns, announcements and notifications are.
It is the rate that shows how much of the e-mails that businesses send to their recipients and reach the recipients are opened.
For example, out of 100 e-mails you send, 95 of them are delivered to your target audience, but they may not be clicked and opened by the recipient. Clicks per open shows what percentage of those 95 e-mails was opened by the recipients. It is an important metric in measuring the success of e-mail marketing campaigns.
It is the use of e-mails to acquire prospective and current customers or to perform any other type of conversion. Newsletters, events, marketing offers and announcements are different types of e-mail marketing.
E-mail marketing is a type of marketing in which businesses prefer to convey their newsletters, informative texts, offers, announcements, campaigns and event messages to their target audience via electronic message in order to acquire prospective customers and and to reach existing customers for higher return.
It is the name given to e-mails created with HTML code, where design and visual quality are at the forefront.
HTML e-mails have a visual and reading quality that looks great on all e-mail and web-based clients such as Gmail, Hotmail, Android and Iphone. With HTML e-mails, you can increase your brand image by creating e-mails with designs that will attract the attention and appreciation of more recipients.
It is the the law that has been in force since January, 1st 2004 and specifies the details of how e-mails should be sent.
If you are sending bulk e-mails via US based messaging service providers such as Gmail, Hotmail or Yahoo, you must follow the can-spam rules below:
You must include the “unsubscribe” link in your messages.
The sender’s e-mail address must be in operation and active.
Messages should not be sent to incorrect or inactive e-mail addresses.
Your email subject and content should be consistent.
One of the most important factors in e-mail list creation is double opt-in. A confirmation link is sent to the e-mail address entered by the user who wants to become a member of your site. The person who clicks on the confirmation link becomes a member of your site, thus their e-mail address gets confirmed.
The Double Opt-in process, which is one of the most important ways to perform the e-mail consent process, is the name of the e-mail sent to the users who want to subscribe to your business in order to verify their identity. The recipient will be added to your business’s e-mail list by clicking on the link in the e-mail.
Call to action (CTA) button is the name of button with directive, stimulating and encouraging messages that companies have created to acquire customers aiming at the target audience.
For example; buttons with directions such as “Buy Now”, “Read Now” are examples of CTAs.
The delivery of e-mails you send to a high percentage of recipients is directly related to your IP address and domain reputation. If you have a high score, Internet Service Providers (ISPs) will trust your reputation and ensure that your e-mails reach the recipients without dropping into the spam box. Your e-mail deliverability depends on your high IP reputation, and to ensure this you should;
Proceed by using the double-opt-in method by confirming that your recipients are real and relevant people, and forwarding your content to the relevant people increases your IP reputation by reducing the possibility of being marked as spam.
Organize your e-mail list by at first sending your e-mails to a small and relevant group, and then trying to slowly grow your list.
It is the e-mail rate accepted by the ISPs, such message service providers as Hotmail, Yahoo, Gmail.
For example, even if you send a total of 10,000 e-mails per hour, not all of these messages may be delivered to recipients. The Message Service Providers (ISP) decide how many e-mails will be delivered to the recipients. The percentage of the e-mails delivered among those 10,000 e-mails you have sent is the acceptance rate.
The e-mail information stating that the e-mail address of the recipient is closed or not active is called hard bounce.
For example, you have sent your Mother’s Day greeting e-mail content to all contacts on your e-mail list. If there are recipients on your list who have closed their e-mail address, you will receive a notification in your inbox that your e-mail could not be delivered. This notification e-mail is defined as hard bounce.
When the e-mail sent to the recipient cannot be delivered due to temporary problems such as the e-mail quota being full, or e-mail size being too large, etc. it is called soft bounce.
When the sent e-mail does not drop to the inbox of the recipients it is called spam, which we can define as junk or unsolicited e-mail. If the recipients on your list do not wish to receive your e-mails, they can choose not to receive notifications from you by marking them as spam.
If you are included in the spam list, your e-mail campaigns will not reach them.
Black list is the name of the list containing the information of people detected to send unnecessary e-mails (spam).
If an e-mail address or domain is engaged in activities such as spreading viruses, using prohibited words, deliberately or unconsciously sending spam e-mails, it will enter the black list. Once blacklisted, you will not be able to send any e-mails to that recipient again.
E-mails sent to a large audience in bulk are called bulk mail.
For example, you want to send an e-mail with a New Year message to the target audience of your business. If you send a New Year Celebration e-mail to all the contacts on your e-mail lists, you will be sending a Bulk Mail.
(or Unsubscribe)
Cancellation or waiver by the recipient of the subscription consent obtained through the website, e-mail or forms included in the advertisements is called opt-out (unsubscribe).
(Subscribe)
It is the process of obtaining e-mail addresses from prospective or current customers, to have their consent to access their information, through e-mail forms, forms on the website or special advertisements in order to have a large and efficient e-mail list, which is one of the components that greatly increase the success of e-mail marketing campaigns. Thanks to this consent, the e-mails sent to the recipients can be delivered to the target audience efficiently without being marked as spam.
It is the name of the percentage that indicates the return on a particular investment. It is measured with certain metrics included in marketing campaigns, and enables measurement of sales rates and campaign success.
Click-through rate (CTR) is the percentage of clicks a campaign receives based on its views.
In other words, it is the term that defines the percentage of your Father’s Day campaign content, you send to your e-mail list, that is opened by the people on your e-mail list.
It is the name of the method that allows you to send your e-mails in a targeted fashion by separating your target audience into certain groups. With this method, you have the chance to segment the people in your e-mail lists, convey your campaigns to the relevant people and have more successful campaigns.
Email fatigue is a condition where subscribers become overwhelmed by your emails and as a result, lose interest in engaging with your emails. If you continue to send them emails, they may become annoyed, leading to a decrease in engagement and an increase in unsubscribe rates.
Technology companies that provide the capability to create subscriber lists and send emails for email marketing purposes. These companies can offer advanced features such as dynamic content, automation, testing, forms, and segmentation.
A Dedicated IP is a unique, private IP address specific to an individual. VPN users typically use shared IP addresses, but a Dedicated IP enhances data privacy and control as no one else can use this IP.
An opt-in customer list is a data collection that includes names, addresses, and contact information of customers who have given permission to businesses to send them promotional messages. It is typically created specifically and serves the purpose of enhancing customer relationships and building brand loyalty.
A text file containing personal information or a message appended to the end of email or User Network messages. Email and User Network programs allow you to automatically add this signature file to messages.
It is a scale (0-100) that measures the reputation of an IP address. A high score indicates trusted senders and affects the deliverability of emails. Email services make delivery decisions based on the sender’s score.
It indicates how much engagement content receives from the target audience. This rate includes factors like comments, likes, and shares, and is calculated as the ratio of engagements to impressions.
It refers to the expenses incurred in acquiring new customers. Industry competition and developments impact these costs. When competition is intense, customer acquisition costs increase.
It is a model that explains the customer’s journey from discovering your brand to the purchase process. This process includes stages of creating awareness, generating interest, delivering value propositions, and completing the sale. Companies optimize their marketing strategies by understanding customer needs at each stage, which helps in achieving more sales and loyal customers.
It is a process where digital advertising inventory is automatically bought and sold. Demand-side platforms (DSP) on the demand side enable advertisers to purchase and manage targeted advertising. Supply-side platforms (SSP) automate publishers’ ad inventories. CPM represents the cost per thousand impressions in ad pricing.
It refers to tailoring services or products to fit the characteristics of individuals. It involves data collection related to web browsing history, cookies, and location information. Companies use personalization for customer satisfaction, digital sales, marketing outcomes, brand awareness, and web measurements.
It is the process of building sustainable relationships with potential customers. Cultivating structured relationships with prospective customers is particularly important when the customer is not yet ready to purchase a product from the company.