Email Marketing Tips

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.

Blocking

Emails that are blocked are not processed through the ISP and are essentially prevented from reaching their addressed destination (and are, therefore, often bounced back).

Bouncebacks

Emails that fail to reach their destination (due to incorrect addresses, systems downtime or blocking) and are returned to the delivery system. Bouncebacks are recorded in the LiveWire Campaign Analyser section.

Broadcasting

Broadcasting is the process of simultaneously emailing the same message to multiple recipients.

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.