Email Marketing Tips

A/B Split 

When the list is divided into two segments, each of which is tested for different creative’s. 

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. 

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. 

Auto responders (Mailbots) 

Automated programs which are established to return a prewritten message upon receipt of email. The program will grab the return address from the header of the message. Typically, these programs will send out the response message within seconds of receipt.