Email Marketing Terms

Above the fold:The part of an email that can be read without scrolling.

Below the fold: Refers to the part of the page which is not visible without scrolling.

Blacklist: List of IP addresses that are being used by or belong to organizations or individuals that have been identified as sending SPAM.

Call to action: A statement showing a customer the next steps and what they need to do e.g. call now, fill in your details.

CAN-SPAM: A law adopted on January 1st 2004 that establishes requirements for those who send email with primary purpose of advertising or promoting commercial awareness.

Click-through: When a reader takes action and clicks on a link.

Click Through Rate: The number of times all links in an email were clicked compared to the total list size, represented as a percentage. To determine the click-through rate, divide the number of responses (clicks) by the number of emails sent (multiply this number by 100 to express the result as a percentage).

Click To Open Rate: The number of times all links in an email were clicked compared to the number of people who opened the email, represented as a percentage. To determine the click-to-open-rate, divide the number of responses (clicks) by the number of emails opened (multiply this number by 100 to express the result as a percentage).

CPM: Cost Per Thousand, commonly refers to the cost of 1 name out of a 1000 names on a rental list. For example, a rental list priced at £250 CPM would mean that the list owner charges 25p per email address.

Conversion Rate: The number of recipients that completed a desired action as a result of an email message compared to the total list size, represented as a percentage. To determine the conversion rate, divide the number of recipients who completed the desired action by the number of emails sent (multiply this number by 100 to express the result as a percentage.

Direct Delivery: The ability of an email program to deliver email directly to each recipient without using an intermediate mail server.

Email Blocking: Refers to blocking by ISPs or corporate servers. This occurs when the receiving email server prevents an inbound email reaching an inbox.

Email Frequency: The intervals of sending the email newsletter or campaign. For example monthly, bi-monthly etc.

Feedback Loop: The process by which the email client of the receiver forwards complaints of emails marked as spam for removal by the sender.

Hard Bounce: An email address that is rejected, e.g. invalid email address.

HTML Email: An email sent in HTML format which allows the display of images and text.

ISP: Internet Service Provider is an organisation or business that offers to consumers access to the internet and related services.

List Segmentation: Breaking a list into smaller groups to target recipients with specific characteristics or demographics.

Open Rate:The total number of recipients who have opened the email

Opt in or Subscribe:A person can sign up to an email list to receive email communication from a company.

Opt Out: A mailing list of people who have not subscribed to the email and lets them opt out (unsubscribe) from the list.

Permission-based Email Marketing: The practice of sending email communications only to recipients who have given their consent to receive them.

Soft Bounce: An email which has not been delivered to a recipient due to a temporary issue e.g. full mailbox.

Spam Filter: Software that filters emails, with the purpose of avoiding spam email to get into the client's inbox or at least to be flagged as such.

Total Clicks: The number of times a recipient clicks on a link multiple times.

Total Opens: The number of times a recipient opens an email multiple times.

Tracking: Analyse your campaign by collecting data, to measure the effectiveness of your campaign.

Viral Response: The number of recipients, who received the referral, opened it and clicked on a link.