E-mail Marketing Key Terminology
- Autoresponder – A sequence of email marketing messages that get sent to subscribers in the order and frequency that you decide.
- Bounce Rate – In the context of e-mail, the amount of messages that we’re rejected due to the e-mail address not being valid.
- Spam – Unsolicited bulk e-mail.
- Open Rate – The percentage of people who open your e-mail out of the total number of e-mails sent
- Campaign – Common e-mail marketing term for e-mail.
- List – The e-mail addresses you have collected.
- Subscriber – One person who is on your list.
- Opt-in Form / E-mail Capture – The combination of images, text, and form fields meant to attract and persuade visitors to enter information [most commonly their e-mail address] and submit it.
- HTML E-mail – An e-mail message that uses underlying code to display text formatting, layout formatting, and pictures.
- Plain Text E-mail – An e-mail message has no formatting [bold, color, etc] or images.
- Opt-in [Subscribe] – To opt-in or subscribe to an email list is to choose to receive email communications by supplying your email address thereby giving them permission to email you.
- Single Opt-In – The most widely accepted and routinely used method of obtaining email addresses and permission. A single opt-in list is created by inviting visitors and customers to subscribe to your email list. When you use a sign-up box on your website, a message immediately goes out to the subscriber acknowledging the subscription. This message should reiterate what the subscriber has signed up for, then provide an immediate way for the subscriber to edit interests or opt-out.
- Confirmed Opt-In [a.k.a. Double Opt-In] – A more stringent method of obtaining permission to send email campaigns. Confirmed opt-in adds an additional step to the opt-in process. It requires the subscriber to respond to a confirmation email, either by clicking on a confirmation link or by replying to the email to confirm his/her subscription. Only those subscribers who take this additional step are added to your list. While this ads a step, it’s known to produce lists with more responsive subscribers.
- Opt-out [Unsubscribe] – To opt-out or unsubscribe from an email list is to choose not to receive communications from the sender by requesting the removal of your email address from their list.