The Email Marketing Glossary - the letter C
Calls to Action
Words that offer the opportunity and encourage the prospect to take action. For example, “Click here to read more about LiveWire Campaign” or “Sign up now.”
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.
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.
Confirmation
A confirmation is when a potential subscriber must authenticate their subscription request by replying to an authentication message.
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.
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.
CPM (or 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.