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.
AOL
America Online. Usually referred to as "AOL format" which
has different requirements to standard HTML formatting.
API
Application Program Interface. A means by which
programs written outside of an in-house system can
interface with a third-party system.
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
An autoresponder is an email program that can be
used to automatically schedule or send an email to
any number of email addresses.
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Benefits vs 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.
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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.
Cell Testing
When the list is divided into a number of discrete
cells to allow for a robust test across multiple
variables. To determine optimum response, the conversion
rate is measured for each cell.
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.
Co-registration
Co-registration is the practice of referring leads,
subscriptions, or memberships concurrent with another
registration process.
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 (Cost Per
Acquisition)
A payment model in which payment is based solely
on qualifying actions such as sales or registrations.
CPM (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.
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Data Harvesting
(See Spider Technology)
Deduplication
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.
Dynamic Content
The ability of an email marketing solution - either
outsourced or in-house - to deploy highly targeted
messages to very numerous yet small customer segments
based on business rules associated with its database.
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Email Append
This is the process of adding an individual's email
address to that individual's record inside an existing
database. This is accomplished by matching the database
against another in-house or third-party, permission-based
database to produce a corresponding email address.
Enhanced Text
Text with some HTML styling (bold, italic etc).
E-Zine or E-Newsletter
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.
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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.
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Goal of Emailing
The Goal or objective of emailing is 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.
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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.
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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.
Instills Trust
The ability of the communication to create trust
and confidence in the mind of the recipient.
Inventory
Inventory is commonly used in reference to the subscriber
base or amount of a specific list or email newsletter.
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Jargon
A word or term that is unique to a particular business
or area of knowledge and not generally known to the
public at large. In most cases, avoid the use of
jargon.
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KISS
Keep it Simple, Stupid - a directive to keep the
communication clear, concise and intuitive to improve
the likelihood the prospect will take action.
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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
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.
Look and Feel
The degree to which design, layout and functionality
is appealing to prospects and fits the image the
organisation is trying to portray.
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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.
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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.
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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.
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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.
Pass-Along (also
see Viral Forwards)
The forwarding of an email by a recipient to another.
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.
Percent 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 copy 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.
Presentation
The manner in which the communication describes
and displays the products or services.
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.
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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, Quicktime, Windows Media,
DHTML etc.
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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
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.
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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.
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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
The ability to implement effectively the body of
knowledge concerning the human-computer interface
in order to remove any obstacles impeding the experience
and process of online interactions.
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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.
Voice
A grammatical property of verbs that indicates a
relationship between the subject and the action expressed
by the verb. "Birds build nests" is written in the
active voice and emphasises the subject - birds. "Nests
are built by birds" is written in the passive voice
and emphasises the action - building nests. Active
voice is far more persuasive in driving action.
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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).
Word Length
The average number of letters in a word, determined
by dividing the total number of letters in a communication
by the total number of words. Unless meaning is compromised,
choose the shorter word over the longer word.
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If you have any suggestions for us to add to this
list, or to find out more about Zinidoo's Email
Marketing Solutions, contact
us today. |
