Email Marketing – Know What You’re Talking About

by Tim English - VP Superior Business Solutions on September 23, 2011

There have been many questions raised  regarding email marketing and if it’s dying off. The facts show that email marketing is not going anywhere. According to eMarketer email campaigns are the second largest item on the marketing budget for most companies and the first being website changes. Most client are expecting email marketing to be a part of the marketing plan that you create for them. If you have dabbled in it, but not very familiar with all the terms and technology, below are 10 terms that every marketing team should be familiar with:

  1. Email MarketingAbove-the-fold – This is the  top part of a web page that is visible without scrolling. You will want your most important information to go in this area.
  2. Conversion rate – The number or percentage of recipients who respond to your call-to-action in a given email marketing campaign or promotion.
  3. Email filters – “Filtering” is a technique used to block email based on the content in the “from:” line, “subject:” line, or body copy of an email. For example, the word “free” is blocked most of the time, so never use that in your subject line.
  4. Email whitelist – It’s the opposite of blacklist, a whitelist includes IP addresses that have been approved to deliver email despite blocking measures.
  5. 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.
  6. HTML email – Sending HTML email makes it possible to include unique fonts, graphics and background colors.
  7. Opt-in – To opt-in to an email list is to choose to receive email communications by supplying your email address to a particular company, website or individual.
  8. Signature file (or sigfile for short) – 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.
  9. URL (or Universal Resource Locater) – A website, page or any other document address or location on the Internet that indicates the location of every file on every computer accessible through the Internet.
  10. House list (or Retention list) – A permission-based list that you built yourself. Use it to market, cross sell and up-sell, and to establish a relationship with customers over time.

Are email marketing campaigns in your marketing budget for the year?

Photo courtesy of flickr

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