The SmartMail eCommerce Email Marketing Glossary
Discover the A to Z of industry terms and acronyms, from abandoned cart emails to KPIs and beyond. With our authoritative guide, you’ll be an email marketing pro in no time.
A/B Split Testing, also referred to as Split Testing or simply Test, is a method of comparing two versions of an email, subject line, offer, or other element to determine which performs better. This test allows for a focused examination of specific details. Typically, the winning version is sent to a reserved group.
Accessibility in Email Marketing ensures that email content is inclusive and easily accessible to individuals with disabilities, enabling them to perceive, navigate, and interact with messages effectively.
Alternative Text, also known as alt text, is a brief and descriptive text that is added to images within an email. It serves as a replacement for the image and is read by screen readers, allowing individuals with visual impairments to understand the content and context of the image.
AMP, or Accelerated Mobile Pages, is a technology that enables interactive and dynamic content within emails. It enhances user experiences by allowing marketers to create engaging and interactive elements that recipients can directly interact with, improving engagement and interactivity.
AMPscript in Email Marketing is a scripting language used to personalize and customize email content. It allows marketers to dynamically insert data, such as recipient information or conditional logic, into their email campaigns, creating personalized and tailored experiences for each recipient.
An Animated GIF, commonly known as a GIF or JIF, is an image that utilizes the animation capabilities of the GIF format. It enables movement in an email and can result in higher user interaction. However, excessive usage may result in larger image sizes. The correct pronunciation is GHIF, similar to GIFT.
API (Application Programming Interface) in Email Marketing refers to the set of rules and protocols that allow different software systems to communicate and exchange data seamlessly. It enables integration between your email marketing platform and other systems, automating tasks and synchronizing information for improved efficiency.
Attachments in Email Marketing refer to files that can be included with an email, such as PDFs or images, providing additional content or resources to recipients. They offer a way to share valuable information or media directly within the email.
Attribution refers to the process of identifying which marketing efforts resulted in actual conversions and sales. It is beneficial for email marketers to attribute success to the email channel.
Authentication in Email Marketing refers to the process of verifying the identity and legitimacy of an email sender. It helps ensure that emails are genuine, reducing the risk of phishing and improving deliverability and trustworthiness.
Automated emails in email marketing are pre-configured messages sent automatically based on triggers or actions. They save time and engage customers at key moments, improving efficiency and enhancing experiences. Automated emails are a powerful tool for increasing efficiency, and achieving marketing objectives.
An Autoresponder in Email Marketing is an automated email campaign that sends pre-written responses to subscribers based on triggers or actions. It allows for timely engagement and targeted communication without manual effort.
BIMI (Brand Indicators for Message Identification) in Email Marketing is a standard that enables brands to display their official logo next to their emails in the recipients’ inboxes. It enhances brand recognition, builds trust, and helps combat phishing attempts by visually verifying the legitimacy of email senders.
“Blast” is a term commonly used to describe a bulk or mass email send, but it is now considered outdated and can be perceived as disrespectful to subscribers and the email marketing industry. It’s recommended to avoid using this term. Alternative terms such as Campaign, Send, or any other less abrasive term can be used instead.
“Blast” is a term commonly used to describe a bulk or mass email send, but it is now considered outdated and can be perceived as disrespectful to subscribers and the email marketing industry. It’s recommended to avoid using this term. Alternative terms such as Campaign, Send, or any other less abrasive term can be used instead.
A bounce refers to an email that permanently failed to deliver, usually due to the email address being invalid or no longer in use. High rates of hard bounces can negatively impact email deliverability. Therefore, it is important to include the removal of hard bounces as a regular part of your list hygiene strategy.
A Browse Abandonment Email in email marketing is a targeted message sent to individuals who have browsed a website but not made a purchase. It aims to re-engage them by reminding and encouraging them to complete their purchase. These emails include personalized recommendations and incentives to drive sales.
A Call-To-Action (CTA) is the primary action that you want a subscriber to take, typically represented by a button. It is recommended to use descriptive language that clearly communicates the intended action or outcome, instead of generic phrases such as “Learn More”.
Cart Abandon Emails: Automated emails sent to users who have added items to their online shopping carts but left without completing the purchase. These emails aim to remind and incentivize customers to return and finalize their transactions. Typically personalized and timely, cart abandon emails may include product images, discounts, or personalized recommendations to re-engage customers and recover potential lost sales
The Click-Through Rate (CTR), also known as Click Rate (CR), is the percentage of email recipients who clicked on a link within the email. It can be calculated by dividing the number of clicks by the number of emails delivered. Although a higher click rate is desirable, it is not as significant as other metrics like click-to-open rate, which can provide a better assessment of campaign performance.
The Conversion Rate (CR) is the percentage of email recipients who take the desired action in response to an email campaign, such as making a purchase, clicking a specific link, or replying to the email. The higher the conversion rate, the better the campaign’s performance. However, calculating the conversion rate can be challenging, as it depends on the specific goals of the campaign, as well as the level of sophistication of the marketing operations.
A cross-sell email in email marketing promotes related products based on customer interests or previous purchases. It aims to drive additional purchases by offering personalized recommendations and exclusive offers. These emails play a crucial role in increasing average order value, driving repeat purchases, and maximizing the effectiveness of email marketing campaigns.
Deliverability is the overarching concept that encompasses the various tactics used to ensure that emails are successfully delivered to subscribers’ inboxes. It depends on a variety of factors, including the content and frequency of emails, proper authentication and authorization, and subscriber engagement and interaction. Successful deliverability is critical for the success of email marketing campaigns.
Drip emails in email marketing are a series of pre-scheduled and automated messages sent to subscribers over a specific period. They are designed to nurture leads, onboard new customers, or engage with existing ones by delivering relevant and targeted content. Drip emails are an effective way to automate and streamline communication while providing valuable information, promotions, or educational content.
Dynamic content, also known as live content, is a type of email content that is pulled in dynamically to create a more personalized experience for the recipient. It can be driven through code at the time of sending or after sending via URL manipulation, content injection, or images. Dynamic content can help improve engagement and relevance by tailoring the content to the individual recipient based on their preferences or behavior.
An email audit in email marketing involves assessing and analyzing an organization’s email campaigns to identify strengths and weaknesses. It helps optimize strategies and increase conversions. The audit focuses on aspects like deliverability, engagement metrics, content effectiveness, and compliance with best practices.
An Email Service Provider (ESP), also known as an Email Platform or Marketing Automation Platform, is a software used to send marketing and transactional email campaigns. Examples include Campaign Monitor, Mailchimp, Salesforce Marketing Cloud, and others. ESPs handle many of the deliverability considerations, allowing marketers to focus on creating engaging content and building relationships with their subscribers. They typically offer advanced features like email builders, analytics, segmentation tools, and automation builders built in to help optimize campaign performance.
An email workflow in email marketing is an automated series of targeted emails that guide subscribers through the customer journey. It nurtures leads, onboards new customers, and re-engages inactive subscribers. By automating communication, email workflows improve efficiency and drive conversions.
Engagement refers to the level of interaction that subscribers have with email campaigns, and is a key metric for assessing the success of an email marketing campaign. Engagement can be measured in a variety of ways, such as open rates, click-through rates, conversion rates, and overall subscriber activity. The higher the level of engagement, the better the campaign is performing in terms of capturing the attention and interest of subscribers.
A funnel is a marketing concept that represents the journey a prospect takes from initial awareness to becoming a customer. It is a system designed to bring in leads and convert them into customers. The funnel typically has multiple levels, starting with wide appeal at the top to attract a large number of leads, and becoming increasingly narrower and more specific in messaging towards the bottom. The goal is to nurture prospects through the funnel and ultimately convert them into paying customers.
HTML is a markup language used to create web pages and is also the primary language used to create email marketing campaigns. In email marketing, HTML is used to format and structure the content of an email, including text, images, and links. Semantic markup helps to provide a clear and consistent structure to the content, making it easier for screen readers to parse and present the information to visually impaired users.
Integration refers to the process of connecting two or more software tools or systems to work together seamlessly. This can be done through various methods, such as using an API, a plugin, or a third-party tool like Zapier. Integrations are useful for businesses to streamline their processes and workflows by automating tasks and reducing manual work.
IP warming is the practice of gradually increasing email volume sent from a new IP address or sending server in order to establish a positive reputation with internet service providers (ISPs). This process is important because ISPs use reputation to determine whether to deliver emails to the inbox or to send them to spam or junk folders.
A list is a group of individuals who have agreed to receive your email marketing communications. Lists are also referred to as audiences or segments. They can be created based on various criteria such as sign-up location, interests, engagement, and more. It’s essential to keep your list clean through list hygiene practices like honoring unsubscribes and removing bounced addresses to maintain high deliverability rates.
List hygiene is the practice of maintaining a clean and healthy email list. This involves regularly removing bounced email addresses, honoring unsubscribes, and periodically running re-engagement campaigns to remove disinterested subscribers. By keeping your email list healthy, you can improve email deliverability, engagement rates, and overall email campaign success.
Marketing Automation refers to the use of software and processes that automate marketing messages to recipients based on their behavior or interactions with a product, landing page, or website. The goal is to deliver the right message to the right person at the right time, with the ultimate aim of driving conversions and revenue. Marketing automation platforms often include features like lead scoring, segmentation, and email drip campaigns.
Nurture is the process of engaging with potential or existing customers in a way that helps build trust, increase loyalty, and guide them through the stages of the buyer journey. This can involve providing helpful content, personalized messaging, and targeted calls-to-action to move them toward a conversion. The goal is to establish a relationship with the prospect or customer and keep them engaged with your brand over time.
Open Rate (OR) is the percentage of email recipients who open an email, calculated by dividing the number of emails opened by the number of emails delivered and multiplying by 100. While OR is a useful metric for assessing the overall health of an email send, metrics such as CTR are better indicators of subscriber engagement. It is important to note that OR depends on images being enabled for a tracking pixel to work.
Opt-Out, also known as unsubscribe, is the act of a subscriber deciding not to receive emails anymore. This is usually done by clicking on an “unsubscribe” link in an email or through a preference center. It is important to comply with opt-out requests promptly to satisfy email regulations and maintain a good sending reputation.
Personalization refers to the practice of tailoring email content, design, and offers to specific individuals based on their past behavior or preferences. By incorporating personalization into email campaigns, marketers can create a more relevant and engaging experience for subscribers, increasing conversions. Personalization can be based on subscriber location, past purchase history, or even browsing behavior on a company’s website.
Reengagement, also known as Win Back, is a campaign designed to reactivate subscribers who have become disengaged or inactive. These campaigns are usually triggered after long periods of disinterest or when no email messages have been sent out. The goal of a reengagement campaign is to encourage subscribers to become active again, and to help keep email lists clean by removing uninterested or unresponsive subscribers.
A replenishment email in email marketing is a targeted message reminding customers to repurchase a consumable product. It typically includes personalized recommendations, or incentives to encourage customers to make a repeat purchase. These emails help drive customer retention, increase repeat sales, and optimize the effectiveness of email marketing campaigns.
A type of email that adjusts to different screen sizes and devices, providing an optimal viewing experience. This is achieved through specific HTML and CSS coding techniques, such as fluid images, containers, and media queries. Responsive emails can be designed to optimize content layout and delivery based on the device they are being viewed on. Techniques such as Hybrid Coding and Fab Four may also be used to build responsive emails.
Also known as RPE, this metric measures the amount of money generated per email sent in a campaign. This metric is used to gauge the effectiveness of your email campaigns and is calculated by dividing the revenue generated by a campaign by the number of emails sent. A higher RPE means that your email campaign is generating more revenue per email sent.
Send time in email marketing refers to the specific timing when an email campaign is delivered to subscribers’ inboxes. It involves identifying the optimal time and day to send emails to maximize open rates, engagement, and conversions. By analyzing data, such as past user behavior, time zone considerations, etc., marketers can determine the most effective send time for their target audience.
Segmentation is the process of dividing a subscriber list into smaller groups or segments based on specific criteria such as demographics, location, behavior, or interests. This tactic allows marketers to send targeted, relevant messages to each group, which can lead to higher engagement and conversions. Segmentation can be done manually or through the use of marketing automation tools.
Spam refers to unsolicited or unwanted email, often sent in bulk, that can include marketing messages, scams, and other types of unwanted content. This can include messages sent to individuals who did not opt-in to receive them, as well as messages that are irrelevant or unwanted by the recipient. Sending spam can result in legal and reputational consequences, and can negatively impact email deliverability for legitimate senders.
The brief and concise line of text that appears in the recipient’s inbox along with the sender name. The subject line’s main purpose is to entice the recipient to open the email by conveying the message’s content or providing a compelling reason to read the message. It should be relevant to the email’s content, personalized where possible, and avoid misleading or spammy language to avoid being marked as spam.
A standardized design or layout used as a foundation for creating new emails. Templates can range from simple text-based designs to more complex designs with images, graphics, and various call-to-action elements. Templates can save time and ensure consistency in branding and messaging across campaigns.
Triggered email refers to any email that is automatically sent as a response to a subscriber or user action. l. It is a type of email marketing that focuses on delivering targeted and timely messages based on behavior or interactions with a website, app, or brand. Triggered emails can be highly effective in engaging and retaining customers, and can be customized to provide a personalized experience
A metric that measures the number of distinct individuals who clicked on a link in an email, regardless of how many times they clicked. Unique clicks help identify how many individual users are interested in a specific topic or offer, and can help improve future targeting and segmentation efforts.
Unique Opens refers to the number of individual email recipients who have opened an email at least once, without counting any repeat opens. This metric helps to identify the effectiveness of your subject lines, preview text, and overall sender reputation. Unique opens are usually tracked by inserting a tracking pixel in the email that counts each unique open.
Unsubscribe, also known as Opting Out, is the process by which a subscriber requests to stop receiving emails from a sender. This is typically done by clicking an “unsubscribe” link in an email. It is important for senders to comply with unsubscribe requests as quickly as possible.
An upsell email in email marketing promotes higher-priced products or upgrades to customers. It highlights benefits, offers incentives, and aims to increase revenue and customer lifetime value. These emails play a vital role in boosting revenue, maximizing customer lifetime value, and optimizing the effectiveness of email marketing campaigns.
A web version of an email that is hosted on a website and accessible through a link included in the email. It allows subscribers to view the email content in a web browser, which can be useful if the email does not display properly in their email client or if they want to save the email to read later.
A Welcome Email in email marketing is the initial communication sent to new subscribers or customers. It establishes a positive relationship and provides relevant information or resources to get them started. These emails create a favorable first impression and foster customer loyalty.
WYSIWYG (What You See Is What You Get) is a term for a visual editor used for creating and designing content, such as an email or website, without the need for coding knowledge. A WYSIWYG editor allows you to see exactly how your content will look as you create it, making it easier to adjust the layout, design, and content in real-time. While most ESPs come with a built-in WYSIWYG editor, there are many different options available, and some may produce heavy or unoptimized code.