A/B Split
When the list is divided into two segments, each of which is tested for different creatives.
Above-the-fold
The part of an email or HTML page that is visible without scrolling. It is generally desirable placement because of its high visibility.
Acquisition versus Retention
The presentation and content of an email marketing message or campaign often depends on whether the objective is to acquire new customers or encourage loyalty and repeat purchases from existing customers. Acquisition efforts are more likely to focus on encouraging action, retention efforts on building relationships.
AIDAS
Attention, Interest, Desire, Action, Satisfaction - elements of a campaign that establish and sustain the prospect's momentum from initial contact up to and beyond response.
Audit
An audit is the use of a third-party to verify inventory of a permission-based email lists. Auditing services may confirm subscriber membership; number of recipients within a list or publication, and active email addresses.
Autoresponders (Mailbots)
Automated programs which are established to return a prewritten message upon receipt of email. The program will grab the return address from the header of the message. Typically, these programs will send out the response message within seconds of receipt.
Benefits versus Features
Benefits address a prospect's emotional needs and communicate how the product or service will improve his/her quality of life or make him/her feel better. Features address the attributes of the product or service. Benefits are more effective in driving action.
Blocking
Emails that are blocked are not processed through the ISP and are essentially prevented from reaching their addressed destination (and are, therefore, often bounced back).
Bounces
Emails that fail to reach their destination (due to incorrect addresses, systems downtime or blocking) and are returned to the delivery system.
Broadcasting
Broadcasting is the process of simultaneously emailing the same message to multiple recipients.
Calls to Action (also see Point of Action - POA)
Words that offer the opportunity and encourage the prospect to take action. For example, "Click here to read about eBusiness Week" or "Add this service to your wish list."
Campaign
A co-ordinated set of individual email marketing messages delivered at intervals and with an overall objective in mind. A campaign allows each new message to build on previous success.
Click-through
When a prospect takes an action and clicks on a link.
Click-through Tracking
Measuring the numbers of times recipients click on URLs embedded in a message.
Closing Sentence
The last sentence of the communication, which can be used to reinforce the desire to take action.
Confirmation
A confirmation is when a potential subscriber must authenticate their subscription request by replying to an authentication message.
Content
All the copy, graphics and images that go into the presentation. Effective content is engaging, useful, informative, educational, professional and entertaining.
Conversion Rate
A key metric to evaluate the effectiveness of a conversion (often, sales) effort, reflecting the percentage of people converted into buyers (or subscribers, or whatever action is desired) out of the total population exposed to the conversion effort. For email marketing, the conversion rate is the number of people who take an action divided by the total number of people who received the email.
Cookies
With regards to email, a cookie is a small file stored or embedded within your outbound HTML-based emails. It can track a recipient's click-through and buy rate ... as well as whether or not he or she ended up forwarding the message. Cookies are very useful when it comes to reporting and measuring a campaign's overall success.
Cost Per Action (CPA)
A cost per action is when an advertiser is charged only for a specific action, which is predetermined at the time of the ad purchase.
Cost Per Click (CPC)
A cost per click is when an advertiser is charged only for links within the email message that are clicked on by the recipient.
CPA (or cost per acquisition)
A payment model in which payment is based solely on qualifying actions such as sales or registrations.
CPM (or cost per thousand)
In email marketing, CPM commonly refers to the cost per 1000 names on a given rental list. For example, a rental list priced at £250 CPM would mean that the list owner charges £.25 per email address.
Deduplication (deduping)
The process of deduplication involves comparing sets of data, typically personal details, and stripping out identical sets.
Delivery Tracking
The number of delivered messages by format. Plus the number of messages that could not be delivered by type (bounce backs, invalid address, and delivery error).
Demographics
Demographics are specific data describing individual characteristics about a certain audience.
Double Opt-in
To double opt-in a subscriber volunteers to become a member or subscriber to receive email messages and/or commercial advertisements by entering their email address. A message is emailed to them for confirmation ensuring the email address submitted is truly owned by the initiating subject. Once the unsubscriber provides verification they're activated as a list member.
Enhanced Text
Text with some HTML styling (bold, italic etc).
E-Zine
An E-Zine is an electronic publication or newsletter that is distributed to registered users by way of email on a regular or semi-regular basis.
Format (Appearance)
Emails currently can be delivered in plain-text format or HTML format. Consider the target audience to determine which is the more appropriate format for any specific campaign.
Frequency
The intervals at which email marketing efforts are repeated: weekly, bi-weekly, monthly, bi-monthly, etc.
Goal (Objective) of Emailing
The coherent, defined purpose, which allows targeting recipients appropriately, creating a unified and effective message and measuring the results. Each email, as well as the overall campaign, should have a clear goal.
Hard bounce/Soft bounce
A hard bounce is the failed delivery of an email due to a permanent reason like a non-existent address. A soft bounce is the failed delivery of an email due to a temporary issue, like a full mailbox or an unavailable server.
Headers
The documentation that accompanies the body of an email message. Headers contain information on the email itself and the route it's taken across the Internet. Recipients can normally see the "to" (identity of recipient), "from" (identity of sender) and "subject" (information in the subject line) headers in their inbox. They can be modified to influence their decision to open or delete an email.
Headline
The opening announcement that greets recipients once they have opened the email. Ideally, this immediately communicates the company's unique selling proposition and encourages the recipient to penetrate further into the email.
HTML Format
Fully designed graphical look and feel.
In-house (or owned) List
A permission-based list that you build yourself. Use it to market, cross sell and up-sell, and to establish a relationship with customers over time. Your in-house list is one of your most valuable assets.
Incentive
A reason to take action, which might include special offers, useful information, etc.
Insertion Order
An insertion order is a written agreement that outlines in specific the responsibility and details of both the buyer and seller as they are related to an ad campaign.
KISS
Keep it Simple, Stupid - a directive to keep the communication clear, concise and intuitive to improve the likelihood the prospect will take action.
Landing Page
The page on a web site where the visitor arrives (which may or may not be the home page). In terms of an email campaign, one can think of the landing page as the page to which the email directs the prospect via a link.
Layout
The arrangement of elements in the communication, designed to optimise use of screen real estate within the prospect's email client. Layout of an email must take into account the fact that only a small portion of the content will appear in the visible window (above the fold), and further reading requires the prospect to scroll down.
Leads
A lead may be considered to be a registration, click, and/or acquisition gained through permission-based email campaigns.
Links
Text links, hyperlinks, graphics or images which, when clicked or when pasted into the browser, direct the prospect to another online location. To be most effective in motivating action, links must be obvious to the visitor or recipient. When images or graphics are used as links, or when hyperlinks are used, always provide a corresponding text link as well.
List Broker
A list broker is a reseller of usually multiple lists or list data.
List Host
A service providing users with tools and facilities for distributing high volumes of email and managing a list of email addresses.
List Manager/Owner
A list manager owns or operates permission-based email newsletters or direct email databases.
Load Time
The length of time it takes for a page to open completely in the browser window.
Mailing List
A set of email addresses designated for receiving specific email messages.
Multi-Part Format
Messages that are coded to contain Multipurpose Internet Mail Extensions (MIME) which enable the sending of email messages that contain both text and HTML, with the recipient's email program displaying the version it can see best.
Navigation
The tabs, text and graphic hyperlinks that always let prospects know both where they are and where they can go. Navigation elements must always be available and obvious. Well-designed navigation will lead the prospect in the intended direction.
Nth Sampling
When a subset of the list is constructed based on every Nth individual. For example, if one is doing Ninth-Testing, every ninth person on the list is sent an email.
Open Rate Tracking
The number of HTML format messages that are previewed or opened.
Opening Sentence
The first complete sentence of the email communication.
Opt-In / Opt-Out
Opt-In is the action a person takes when he or she actively agrees, by email or other means, to receive communications. It requires tactics and mechanisms to encourage and allow people to become recipients. Opt-Out is the action a person takes when he or she chooses not to receive communications. It requires tactics and mechanisms by which people can ask to be removed reliably from an email list.
Paragraph Length (Average)
The average number of sentences in a paragraph, determined by dividing the total number of sentences in a document by the total number of paragraphs. Shorter paragraphs encourage readers to stay focused and move through the document.
Per cent Bounced Back
The number of emails that were returned as undeliverable divided by the total number of emails sent, multiplied by 100.
Per cent Opened (or Opens)
The number of emails opened divided by the total number of emails sent, multiplied by 100.
Per cent Removes
The number of requests for opt-out or removal divided by the total number of emails sent, multiplied by 100.
Permission
The idea of only sending email messages to those recipients who have agreed (or asked) to receive them. The definition of permission is currently the subject of considerable debate in the email marketing community.
Personality
The tone the email communicates: excited, cheerful, playful, serious, concerned, helpful, etc. The personality of the document should be consistent with the personality of the organisation and the offer. It should remain consistent throughout any one email and consistent across all emails in a campaign. (For "personality" as it pertains to your prospects, see WIIFM.)
Personalisation
The practice of writing the email to make the recipient feel that it is more personal and was sent with him or her in mind. This might include using the recipient's name in the salutation or subject line, referring to previous purchases or correspondence, or offering recommendations based on previous patterns.
Persuasion Factor
The ability of the text to persuade the recipient to take action.
Plain Text
Text only format without any HTML styling.
Point of Action (POA) (see also Calls to Action)
Specific locations in a presentation that offer the opportunity and encourage the prospect to take action.
Privacy
The quality or condition of being free from unsanctioned intrusion. Communications need to reassure the prospect through clear, accessible and enforced assurances so he/she can feel comfortable about providing personal information and transacting business.
Profiling
The data known about a user on a rented list; eg age, sex, salary etc.
Prospect
A subscriber who actively expresses interest in the product or service.
Publisher
A publisher may be the originator, moderator, founder and/or manager of an E-Zine / newsletter, direct email list or web property.
Rate Card
A rate card is a document listing space or rates of an advertisement, technical specifications, pricing and closing dates issued by the seller of the ad space.
Reach
The term reach is commonly used as a way to describe an individual list or publications audience size.
ROI
The term ROI refers to the return on investment for advertising funds invested in media.
Readability
The degree to which the copy is well-written as well as optimised for reading on the web. The readability of text is affected by many factors including, but not limited to: the colour of the text in relation to the background colour, the font, the spacing between words and between lines of text, the length of lines of text, how blocky and dense the paragraphs appear, text justification, the complexity of the grammar and the education level of your audience.
Relationship Building
Undertaking strategies and tactics aimed at developing a positive and ideally long-term relationship with the prospect or customer.
Rental list (or Acquisition list)
A list of prospects or a targeted group of recipients who have opted-in to receive information about certain subjects. Using permission-based rental lists, marketers can send email messages to audiences targeted by interest category, profession, demographic information and more. Usually for one-time use only, hence "rent".
Rich Media
Animation, audio, Flash, DHTML etc.
Sales Conversion
A sales conversion is the rate of acquisition or confirmed purchases received from a specific campaign.
Sales Process
A five-step expert process that directs a prospect from the start of a sale to the close and beyond. The steps begin with Prospecting (largely a marketing function), continue through establishing Rapport, Presenting, Qualifying and culminate in the Close. Overall, the sales process is linear, although there are always iterative elements.
Scannable Text (also called Skimmable Text)
Highlighted, bolded, bulleted or otherwise visually-distinguished content that allows the reader to quickly scan block text and distill the overall point and essential features of the communication. More correctly, scannable text is "skimmable" text - text the reader can easily skim through to determine the essence of the communication.
Sentence Length (Average)
The average number of words in a sentence, determined by dividing the total number of words in a communication by the total number of sentences. With emails, in general, shorter sentences best capture and retain a reader's interest. Long sentences can be confusing.
Segmentation
Segmentation is the act of taking your house mailing list and separating it so that recipients get different content based on their demographics, buying patterns, interest areas, etc.
Signature file (sig file)
A tagline or short block of text at the end of an email message that identifies the sender and provides additional information such as company name and contact information. Can be used to convey a benefit and include a call-to-action with a link.
Solo Mailing
A one-time broadcast to a permission-based email list.
Sniffer Technology
Technology used to autosense the capability of a subscriber's email application with regard to viewing formats (text, HTML etc).
Spam (UCE)
Unsolicited commercial email. The term normally given to commercial email sent without the recipient's permission. Those accused of sending UCE can run into trouble, ranging from impolite responses through loss of Internet access accounts to destruction of reputations and
infrastructure.
Sponsorship
A sponsorship is form of ad placement often times co-branded with the publisher or source.
Subheads (or Subheadings)
Titles within the body of the email communication that distinguish discrete sections, topics, offers, promotions, etc.
Subject Line
The title of the email communication. This is the first element of the communication recipients will see when they access their email. It has to grab attention and be credible or the email will not get opened.
Subscribers
Subscribers are the people that make up a permission-based list.
Suppression Lists
Segmented lists in database to which emails are not sent.
Targeting
Sending the right message to the right recipient at the right time.
Teaser
A message, or part of a message, designed to arouse curiosity and interest, but without revealing too much detail in itself. You can use appropriate teaser copy in the subject line to encourage prospects or customers to read the email.
Terminology
Words that communicate specifics about the features and benefits of the product or service, or features and benefits of the sales process. Content needs to communicate effectively in language that avoids jargon, does not require insider knowledge and is understood easily. In email campaigns, it is particularly important that terminology avoid clichés and "spam words".
Text (Plain Text)
Plain text format without any HTML styling.
Timing
1. Scheduling the email campaign to reach the audience at the most opportune time so it is most likely to be read. Timing might be seasonal, dependent on holidays, etc. or mailings might go out on a standard schedule. Even the day of the week and what time of day the mailing goes out are important considerations - for example, a Friday afternoon mailing may be great for retailing customers, but bad for business-to-business customers.
2. Choosing the most appropriate interval between emails in a campaign, to maximise overall effectiveness.
Tracking
Collecting and evaluating the statistics from which one can measure the effectiveness of an email or an email campaign.
Type
A size or style of typewritten or printed character. For example, a serif type (or typeface), a sans-serif type, 10 point type, 14 point type.
UCE
This is the acronym for unsolicited commercial email, more commonly referred to as Spam.
Unique Forwarders
The number of unique individuals who forwarded an email.
Unique Selling Proposition (USP)
The concise and memorable phrase that concisely and powerfully describes the unique value of your business and creates excitement in the prospect. The USP is not a slogan or a phrase designed for advertising, although that is one potential use for it. Instead, its purpose is to answer the prospect's implicit question, "Why should I do business with you and not somebody else?"
Unsubscribe
To request to be removed from a specific list or newsletter.
Up-Selling / Cross-Selling
Presenting customers with an opportunity to purchase related products, services or accessories to other products they have already shown an interest in or previously purchased.
Usability
Simply, is the online process user friendly and does it work?
Value
The overall appeal and usefulness of the product or service to the prospect. Rarely is value simply a function of price (which typically ranks fourth among purchase considerations).
Viral Design
Elements and functions included in a communication that encourage and allow recipients to pass the offer along to others, thereby leveraging the marketing effort ("tell a friend," "please forward," etc.).
Viral Effect
A measurable outcome of the degree to which recipients of a communication refer the offer, products, services or company to others; eg via forwarding, word of mouth etc.
Viral Forwards
The number of referrals sent.
Viral Responses
The number of recipients who received the referral, opened it and clicked on a link.
Visual Clarity
A function, in large part, of layout and design: pages are easy to scan; text and graphics are clear; prospects can find what they are looking for quickly and easily.
We We Test
This metric provides a general measure of the degree to which your communication is customer-centred. It compares the number of customer-oriented words (you, your, etc.) in the communication to the number of self or company-referential words (we, our, I, me, etc.).
WIIFM
"What's In It For Me?" - this question always underlies and informs a prospect's decision whether to take the suggested action. Beyond addressing the critical value propositions and benefits that will interest prospects, all communications must accommodate their deeply-felt, emotional needs and take into account the different personality profiles which influence prospects' different shopping styles. (Driver, Analytical, Amiable and Social are the four acknowledged dominant personality profiles).
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