Lingo

A/B Testing – A method of marketing testing that lets you compare several alternate versions of the same email simultaneously and see which produces the best outcome.

Above the Fold – The part of a webpage or email that is visible without scrolling.

Alt Tag – The text content that appears when a subscriber’s email client doesn’t render images. Because many email programs block images, it’s considered a best practice to include alt tags so that if images don’t render, the subscriber has an idea of what the message is and can choose whether to download the images.

CAN-SPAM Act – The United States’ national standards for the sending of commercial e-mail.

Click-Through Rate (CTR)
– A measure the success of an online advertising campaign. A CTR is obtained by dividing the “number of users who clicked on an ad” on a web page by the “number of times the ad was delivered” (impressions). For example, if a was delivered 100 times (impressions delivered) and one person clicked on it (clicks recorded), then the resulting CTR would be 1 percent.

Conversion Rate – The number or percentage of recipients who respond to your call-to-action in a given email marketing campaign or promotion. This is the measure of your email campaign’s success. You may measure conversion in sales, phone calls, appointments, and other desired results.

Email Authentication – A technique for validating that a person claiming to possess a particular email address actually does so. This is normally done by sending an email containing a token to the address and requiring that the party being authenticated supply that token before the authentication proceeds.

Email Blacklist – Blacklists contain lists of domains or IP addresses of known and suspected spammers. Unfortunately, these blacklists also contain many legitimate email service providers. Just a few spam complaints can land an email service provider or IP address on a blacklist despite the fact that the ratio of complaints to volume of email sent is extremely low.

Email Filtering – “Filtering” is a technique used to block email based on the content in the “From” line, “Subject” line, or body of an email. Filtering software searches for keywords and other indicators that identify the email as potential spam. This type of email occurs on a per email basis.

Email Service Provider (ESP) – A company that offers email marketing or bulk email services. An ESP may provide tracking information showing the status of email sent to each member of an address list. ESPs also often provide the ability to segment an address list into interest groups or categories, allowing the user to send targeted information to people who they believe will value the correspondence. There are over 200 ESPs in the marketplace, each with their own specific offerings and value proposition.

Email Whitelist – A whitelist is the opposite of a blacklist. Instead of listing IP addresses to block, a whitelist includes IP addresses that have been approved to deliver email despite blocking measures. It is common practice for ISPs to maintain both a blacklist and a whitelist. When email service providers say that they are “whitelisted” it means that their IP addresses are on a specific ISP’s whitelist and are confident that emails sent using their service will be delivered.

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.

House List – A permission-based list that you built yourself. It is one of your most valuable assets because it is 7 times less expensive to market to an existing customer than to acquire a new one.

HTML Email – Sending HTML email makes it possible to include unique fonts, graphics, and background colors. HTML makes an email more interesting and when used properly can generate response rates significantly higher than plain text emails.

Internet Service Provider (ISP) – a company that offers access to the Internet. ISPs install spam filtering software on their systems to protect their customers from unsolicited emails.

IP Address – An Internet Protocol (IP) address is a numerical label that is assigned to devices participating in a computer network, that uses the Internet Protocol for communication between its nodes. An IP address serves two principal functions: host or network interface identification and location addressing.

Open Rate – A measure of how many people “view” or “open” an email campaign.

Opt-In – A term used when someone is given the option to receive “bulk” e-mail.

Opt-Out – Refers to several methods by which individuals can avoid receiving unsolicited product or service information by unsubscribing to an email campaign.

Permission-based Email Marketing – Email sent to recipients who have opted-in or subscribed to receive email communications from a particular company, website, or individual.

Privacy Policy – A description of a website or company’s policy on the use of information collected from and about website visitors.

Spam or UCE (Unsolicited Commercial Email) – Email sent to someone who has not opted-in or given permission to the sender. Characteristically, spam is unwanted, unexpected email from a sender unknown to the recipient.

Targeting – Selecting a target audience or group of individuals likely to be interested in a certain product or service. Targeting is very important for an email marketer because targeted and relevant email campaigns yield a higher response and result in fewer unsubscribers.

URL (Uniform Resource Locator) – The location on the Internet of a website, page or any other document.

Viral Marketing – A type of marketing that is carried out voluntarily by a company’s customers. It is often referred to as word-of-mouth advertising. Email has made this type of marketing very prevalent. Tools such as “send this page, article or website to a friend” encourage people to refer or recommend your newsletter, company, product, service or specific offer to others.

Alt tag generally means the alternative tag. Alt Tag is the HTML tag that tells search engine about the images. Because search engines cannot read text in the images, so with the help of alt tag, search engines come to know about images.
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