Learning is the treasure that will follow its owner everywhere. – Chinese proverb
Wanting to have an upper hand in your field of interest requires you to know the jargons of that sector. So, I have put down some key email marketing terms that every marketing professional should know, it would help you communicate clearly and engage. Email marketing is a powerful form of direct marketing that helps an organization to promote their product and services. I have segmented the term under five heading:
- Email Delivery
- Technical Email marketing terms
- Key Metrics
- Email marketing list
- Email content
Let’s break down and understand these email marketing terms one by one.
1. Email Delivery
Bulk mail: A bulk email is a marketing message which is drafted by the marketing team of an organization to send them to multiple recipients at once. The goal is to create awareness and reach to the potential customer at scale. One important factor while creating and delivering bulk mail is to adhere to the CAN-SPAM act so you avoid penalties. Types of bulk email are:
- Newsletter: They provide insight to the prospect to understand the services or product of an organization.
- Promotional emails: These emails aim to increase awareness amongst the potential prospect.
- Acquisition email: These messages are used to increase the conversion of prospects and acquire new customers.
- Retention email: As the name suggests these are sent to existing clients to retain them.
Dedicated IP: Dedicate is an IP address that is used by a single individual. When you connect to a VPN server, you share the IP address with other users. It serves as a unique identifier that a computer uses to communicate with other devices. There are two types of IP addresses:
- IPv4: It is a numeric addressing consisting of four sets of numbers separated with periods. Example : 13.355.344.178
- IPv6: It uses letter and hexadecimal digits which are separated by colons. Example: 2002:0ef8:84a4:0000:0000:8a2e:0280:2448
Email camping: An email campaign is a sequence of various marketing endeavors to engage with multiple recipients at scale. These campaigns are designed by the marketer to reach out to their subscribers at the right time, promote solutions for issues faced by the prospect and offer attractive deals. Way to refine your email campaigns:
- Use dynamic content in your emails
- Use a responsive design
- Educate your prospect about your prospect
- Make your message easy to understand
Email Service providers: Email service providers are servers which enable companies to store email addresses and deliver emails to those addresses. The two types of email service provider are:
- Web email: Webmail applications don’t require downloading software, you can simply access their service through the Internet (i.e.) they exist in the cloud and you can manage your email via the web. Example: Gmail is the web email provider.
- Email clients: Email clients are software where you have to install the software to manage your email. Example: Microsoft outlook that requires you to download the software.
Hard Bounce: When an email fails to reach its recipient then it is known as hard bound email. The reasons for the email falling can be invalid email address, an incorrect domain name or unknown recipient. This can impact your email address’ senders score which can be essential to your organization’s ability to run email marketing campaigns. Common reasons for hard bounce are:
- Full inbox
- Long email content
- Email server is offline
Soft Bounce: When you experience a temporary email delivery error while sending email in your marketing campaigns it is called soft bounce. Basically they are email delivery failure notifications. A high bounce rate can affect the reputation of your email. Effect of soft bounce on your email delivery are:
- Increased bounce rate
- Emails will land in the spam folder
- Restricts your outreach with the prospect
SPAM: SPAM in email is the acronym for “Non-Solicited Pornography and Marketing”. Here non- solicited means that the recipient has not permitted the sender to send the message. Interesting fact is that the common notion is that it stands for “Stupid Pointless Annoying Malware”.
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2. Technical Email Marketing term
- CAN-SPAM: CAN-SPAM stands for controlling the assault of Non-Solicited Pornography And Marketing Act of 2003 which is a Law passed by the United States in 2003 and Federal Trade Commission enforces its provision. It is established to set the national standards for sending commercial e-mail. In Layman’s language its rules to protect consumers and business from unwanted email on their devices.
- HTML: HTML is the standard markup language for web pages with which you can create your own website and make them functional. The basis of HTML are tags and attributes, they work together but perform separate functions.
- a. HTML Tags: They mark up the start of an HTML element and they are generally enclosed in angle brackets.
- b. HTML Attributes: These contain additional pieces of information. Attributes have Opening tag and additional info is placed inside.
- IP warming: IP warming or IP warm-up is the process of sending email from the new IP initially in small volumes, and gradually increasing the volume of email sending each day or week according to a schedule with the end goal to establish a reputation for the new IP. An email provider has to protect their customer from spam so they block any suspicious emails that send bulk in mail without a reputation as they are usually coming from the spammers.
- Landing Page: A landing is also known as the lead capture page, static page , or destination page which is designed for a particular task. As the name suggests the main aim of this page is to get the client information and this page is free from any advertisement. It is different from the home page as the home page displays a complete view of your company and services and here visitors can take multiple paths.
- Marketing Automation: Marketing automation is the process where technology is used to automate a series of repetitive tasks that are taken daily in a marketing campaign. It helps to manage marketing process, multifunctional campaigns across multiple channels using automation.
- Senders’ score: It is a set of numbers ranging from 0 to 100, that determines the reputation of the IP address used to send out email. Sender’s score is a key factor that determines the success of your email campaign as the score determines the reputation of the IP address. A score is below 70 then the sender’s reputation needs to be repaired.
- Signature file: Signature file helps you to conveniently and effectively sign digital documents in just a few clicks. They save your electronic signature, your signature will appear on important contracts or business agreements. It is preferred to have a good file as it can showcase your signature and elevate your style.
3. Key Metrics
- Acceptance rate: The acceptance rate is the percentage of emails sent out by an organization that is accepted by the mail server’s ISP ( Internet Service Protocol). It measures the volume of email that was not returned to the sender. The effectiveness of an email marketing campaign is dependent on the acceptance rate.
- Bounce rate: When an email does not get delivered to the intended recipient that it has intended to, it gets bounced to the sender’s. Email bounce rate is the percentage of addresses in a mailing list that didn’t receive the mail. The general bounce rate is approximate 3-5% but does vary for every service provider.
- Click-Through-Rate: Email click through rate is calculated by taking the number of people that have clicked on your email campaign and dividing them with the number of emails you have sent. Then to get the percentage multiply that number by 100. If your email engagement rate is below 7% then find ways to improve your content and make your message more engaging.
- Conversion rate: Conversion in email marketing means the number of potential prospects that reacted on your call to action and conversion rate is the percentage of subscribers who responded to the CTA present in the email. Personalization of your email, dynamic content and content follow-up can increase your conversion rate.
- Open rate: Open rate is an email marketing metric that calculates the percentage of emails that are opened as opposed to the number of emails that are sent. To determine the open rate divide the total number of emails opened by the total number of emails sent minus the number of emails that bounced back. The open rate determines the efficiency of your subject line as it is the first thing that can be seen by the recipients.
4. Email list
- Black List: The black list is the list of domain names and email addresses that are identified for doing wrong practices that are harmful. This could be the result of engaging with the frowned-upon activities such as purchasing email lists to boost numbers, sending unsolicited or excessive emails. The main objective is to protect the user from spam mails, or malicious content.
- Double-opt In and Single-opt In: Double opt-in means that users are added to the mailing list only after they confirm the subscription twice which enables high-quality leads and better email deliverability. It is a two step process where confirmation is asked right after you click the subscribe button. Single-opt In here the user joins your mailing list right after they provide their email address and click subscribe.
- Opt-in and Opt-Out: Opt-in in email marketing is the process of getting contact information from a ‘sign in’ or ‘register’ which is a kind of call to action on a website generally for newsletter or general advertisement. When the contact details of the user are automatically added to the marketing list without his awareness it is called opt-out.
5. Email content
- Personalization: When drafting a message for your prospect a sales rep should emphasize on the pain points of the prospect as it increases the chances of conversion and also then the prospect feels more value in the message that has been sent to him. Personalization is the key to improving your sales metrics.
- Dynamic content: Dynamic content is a web content that changes according to the user’s persona which includes email content, web content. The content is personalized for individual users and varies according to the data present on the users. The ultimate goal is to provide users with content that keeps them engaged.
- Responsive Design: Responsive design is a graphic user interface design approach used to create content that adapts easily to different screen sizes. As people are more engaged with their mobile so to increase your outreach it best to design an interface that can adapt easily.
Well, if you have read the entire blog, I can assure you that you know the most commonly used jargon in relation to email marketing. But this is just the tip of the iceberg. If you want to explore more go ahead satisfy your hunger and read more.