Email Marketing Tips

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.

Incentive

A reason to take action, which might include special offers, useful information, etc.

Inventory

Inventory is commonly used in reference to the subscriber base or amount of a specific list or email newsletter.

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.

KISS

Keep it Simple, Stupid - a directive to keep the communication clear, concise and intuitive to improve the likelihood the prospect will take action.

Format

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.

Goal (Objective) of Emailing

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.

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.

Email newsletter

A topical email message sent out to a group of subscribers. Used as a method of keeping in regular contact with existing customers, distributing product information and capturing email addresses from websites.

Email Marketing Campaign

Coordinated email marketing messages delivered at intervals and with an overall objective in mind. Often used as part of an integrated marketing campaign along with offline advertising, data capture mechanisms, incentives, events and promotions.

Email Frequency

The intervals at which email marketing efforts are repeated: weekly, bi-weekly, monthly, bi-monthly, etc.

De-duplication (de-duping)

The process of de-duplication 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.

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.