Mailigen has put together most common email marketing term and deffinition glossary, so you can become much more familiar with the system.
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
A/B Split Test: A/B Split Test is commonly used to investigate the Web traffic and e-mail list. By splitting the e-mail list in half, one half is to be tested on a variable and the other half is to be serving for the control group.
Accepted e-mails: Any email that is not rejected by a server, including emails delivered to the inbox, spam or junk folders or those are missing from those folders that did not receive a bounce reply. Sent Emails – Bounced Emails = Accepted
Accepted Rate: The total amount successfully delivered to the server divided by the total e-mail deployed (unique records). The amount successfully delivered is the total amount attempted minus all failures, including hard bounces. Accepted Emails/Sent Emails = Accepted Rate
Average Recipient Render Rate: The total number of times an email is rendered (whether fully opened or within the preview pane) and captured using a tracking image within an HTML format message divided by the unique number of emails rendered, expressed as a percentage. Total Renders / Unique Renders = Average Recipient Render Rate
Aimed as secondary metric, it provides insight into the average number of times each recipient (that renders a message at least once) views an individual message. This may be of value to senders with deep content and/or content that has a long shelf life, (e.g. newsletters) assuming that a high number of renders per recipient is a positive for certain types of email programs. This metric may also be calculated using Confirmed Opens if that is more applicable for the sender.
Blacklist: A blacklist is referred to as a list of blocked IP addresses or a domain that an organization classified as spammers or owned by spammers.
Bounce (Email): A bounced email is a message that is retuned to the senders or the server that sent it. There are two types of bounced e-mails which are hard bounce and soft bounce.
A “hard bounce” is occurred when the message is bounced back because the recipient’s email address does not exist or a blocking condition is set by the recipient whereas a “soft bounce” indicates that the server of the recipient may be unavailable and the recipient’s mailbox is currently full. The latter can be retried one of two times.
Bounce Rate (Email): A ratio between the total numbers of bounced messages by the total number of messages sent.
Call to Action: Websites and email messages are normally incorporate theses words or sentences in order to encourage the prospect clients to take certain action. In general, words or sentences such as "Click here to see a product tour" or "Add this product to your wish list” are used extensively.
Campaign (Email): This is used as an identifier in search of a referral site of a pay-per-click ad, banner ad, paid directory or e-mail campaign. This is used in conjunction with a unique source parameter at the end of the IRL that points to a particular landing page or web site.
Campaign Tracking: Used to identify a site visit referred from a pay-per-click ad, banner ad, paid directory or email campaign, usually used in conjunction with a unique source parameter at the end of the URL that points to a particular landing page or Web site. (e.g. www.example.com/landingpage/?source=googlead)
Cascading Style Sheets (CSS): The CSS is an extended version of HTML code that let the users to specify the styles of certain elements of a hypertext document.
Click Through Rate (CTR): The number of times a link is clicked from a message divided by the number of accepted messages. For example if a message is sent to 4 people and two people open the message, downloading the images. One of two that opened the email clicked on a link one or more times, the resulting CTR for that link is 25% (1 unique clicker/4 accepted emails = 25%). Clicks / Accepted Emails = Click Through Rate
This metric may be calculated as Unique CTR, which refers to the number of people that clicked or total CTR, which refers to number of clicks for a specific link. Email marketers also often calculate CTR for the entire email to compare several emails within a campaign or across campaigns.
Click to Open (CTO): The unique number of times a link is clicked from a message divided by the unique number of confirmed opens for that message. For example if a message is sent to 4 people. Two people render the email, and one of those two click on a link one or more times, the resulting CTO is 50% (1 click /2 confirmed opens = 50%). Clicks / Email Renders = Click to Open Rate
Again, this metric may be calculated as Unique CTO, which refers to the number of people that clicked or total CTO that refers to number of clicks for a specific link. The Click to Open rate may also be calculated for the entire email rather than an individual link.
Clickthrough: The action taken by the users as they click through the indexed website via an email message, a banner ad, or a search engine results page.
Confirmed Open Rate: Is the percentage of unique confirmed opens divided by the total number of accepted emails. This metric may be calculated as total or unique, see the SAME Project Guide for details. Confirmed Opens / Accepted = Confirmed Open Rate
Conversion rate: The conversion rate is, generally, the percentage of visitors that complete a desired action set by the user. This can be a measurement of the conversion of the prospect customers to the actual customers who actually completed the purchase form.
Cost Per Action (CPA): An advertiser is charged, as a commission, based on specific actions related to conversion transaction or sales (i.e. form submission or purchase decision). This is not to be confused with “Cost Per Click” (CPC) which the amount is charged to the advertiser based on the total number of clicks on a banner or ad.
Cost Per Thousand (CPM): CPM is a measurement in advertising. Generally, advertiser is charged when the banner (or any other medium) on the website is exposed to 1,000 viewers (commonly known as 1,000 impressions) calculated from the number of viewers on that particular site.
Demographics Data: The information or characteristics of population such as race, ethnic, age or sex.
Domain Name System (DNS): A system that is used to translate domain names into IP addresses.
Domain name: Domain name is a name that used as identification of one or more IP addresses that distinguish them from other systems on the network. Generally, the domain name is separated by dots into at least two main parts which are second-level domain (more specific) and top-level domain (more general). For example the www.abc.org can be separated as suggested as follow
Sub domain: www
Second level domain: abc
Top level domain: org
Double opt-in: This is used as a verification system when users are subscribing e-mail recipients to an e-mail list or newsletter. The system will automatically send out a confirmation email message to target recipients seeking for permissions to send newsletter or advertising. The target recipients are given option to be in or out of the mailing list. Once confirmed by target recipients, their e-mail will automatically be added to the mailing list.
Download: To transfer a copy of a file from an internet server to one's own computer.
Email Blacklists: A database of IP addresses that are listed as Spammers which can be an organization of a person. In order to avoid receiving Spam from these IP addresses, various organizations and internet service providers (ISPs) are subscribed to the blacklists as its help filtering all incoming mail from these IP addresses.
Email Contextual link: The links, including the web links and “click here” that appeared in the email
Email Frequency: The frequency of email marketing efforts. The e-mails can be sent weekly, bi-weekly, monthly, bi-monthly, etc.
Email Newsletter: An email message sent out to the subscribers that contains information on a relevant topic for a specific group of subscribers. Most subscribers sign up for newsletters at websites of their choice.
Email Marketing Campaign: One of the online marketing tools that is used by an organization or a person to create an organized and designed email-marketing message. It can be delivered at intervals or only once as the delivery frequency can be customized by the marketer.
Email Render Rate: The number of times an email is displayed (whether fully opened or within the preview pane) and recorded using a tracking image within an HTML format message and divided by the total and expressed as a percentage. While unique is the preferred method, this rate may be calculated using either the unique or the total email renders. Email Renders / Accepted Emails = Render Rate
Email Subject Line: This is the simply the subject of the email message. However, this is considered as the first stage of the communication port with your recipient. The choice of subject is very important as it helps create the first impression as well as grab attention or show credibility of your organization to the recipients.
File Transfer Protocol (FTP): FTP refers to a protocol that is used for uploading or downloading files which allows users to copy files between their local system and any system they can reach on the network.
Hypertext Markup Language (HTML): HTML is a coding language that is commonly used for creating Web pages and also used in email messages nowadays.
Inbox Placement Rate: This is the ratio of emails that are delivered specifically to the recipient’s inbox divided by the total emails sent.
Internet Protocol address (IP address): An IP address is used as identification for a computer on the internet. It is simply a DNA of each computer. It is written as four set of numbers separated by “dotted decimal” notation.
Landing Page: Landing page is referred to as the first page of your website that the visitor is reached after being redirected to your site from a link. Any page on your site can be a landing page depending on the general purpose of the link. The landing page can be an informational page that is directly related to the products or services that you are promoted on your email marketing campaign.
Multipart: A message format that allows the recipient to open the message in preferred format, as the message includes both text and HTML versions.
Opt-in Email: The granted permission that a recipient request to be added in mailing list in order to receive newsletters or advertising.
Publisher: Author of ezine/newsletter or web property.
Reach: The size of the audience or overall subscribers list size, who listen to, read, view or otherwise access an particular item in a given time period.
Reverse DNS Lookup: It is a process that is used to identify the association between the known IP address and a particular hostname.
ROI: Return On Investment
SPAM: Unsolicited commercial email.
Simple Mail Transfer Protocol (SMTP): The standard email protocol on the Internet. SMTP defines the message format and the message transfer agent; it is the set rules between sending and receiving email programs.
Spam Filter: Spam Filter is software that will automatically redirect unwanted e-mail away from user inbox. There are various criteria that these filters are based on such as recognized Spam email address; specific words in the subject or message body. Both end-users and ISPs can implement this software.
Unique Clicks: The number of different individuals who click on an ad link within a specific period of time.
Whitelist (aka Buddy List): A list comprised of pre-authorized email addresses determined by the end recipient. All email messages for the list will be delivered to recipient without being screened by spam filters.
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