Email Marketing Terms Challenger Brands Should Know (Part 2)

Here is the second chapter of our journey into email marketing for Challenger Brands. In Part 1 we focused on marketing-specific email terms; now we highlight the technical terms of email marketing.

Above-the-fold – A term carried over from the newspaper business literally meaning above the fold or crease in the paper. It is the part of a web page that is visible without scrolling. It is generally the more desirable placement on a website because of its visibility. If you have a “join our mailing list” tag on your website, you should place it “above-the-fold,”making it easy for visitors to opt in.

Opt in (or subscribe) – To opt in or subscribe to an email list is to choose to receive email communications by supplying your email address to a particular company, website or individual, thereby giving them permission to email you. The subscriber can often indicate areas of personal interest (e.g., golfing) and/or indicate what types of emails they wish to receive from the sender (e.g., newsletters, new product info, etc.).

Opt out (or unsubscribe) – To opt out or unsubscribe from an email list is to choose not to receive further communications from the sender by requesting removal of your email address from their list.

CTR (click-through rate) – Expressed as a percentage, it is the number of unique clicks divided by the number that were actually opened by recipients that click on a given URL in your email. CTR provides insight on the recipients’ response to your content and call-to-actions.

Conversion rate – The number or percentage of recipients who respond to your call-to-action in a given email marketing campaign or promotion. This is the measure of your email marketing campaign’s success. You may also measure conversion in phone calls, appointments, sales, etc.

HTML email – An email that is formatted using Hypertext Markup Language instead of plain text. HTML makes it possible to include unique fonts, graphics and background colors. HTML makes an email more interesting and, when used properly, can generate higher response rates than plain text.

Hard bounce/soft bounce – A hard bounce is the failed delivery of an email due to a permanent reason like a nonexistent address. A soft bounce is the failed delivery of an email due to a temporary issue, like a full mailbox or an unavailable server.

Signature file (or sig file for short) – A tagline or short block of text at the end of an email message that defines the sender and provides additional information such as company name and contact information. Your signature file is a marketing opportunity. Use it to convey a benefit, and include a call-to-action with a link.

Spam or UCE (unsolicited commercial email) – Email sent to someone who has not opted in or given permission to the sender. Do you get spam? (A rhetorical question, to be sure.) Find out how the sender obtained your email address.

Privacy policy – A clear description of a website or company’s policy on the use of information collected from and about website visitors and what they do, and don’t do, with the data. Your privacy policy builds trust, especially among those who opt in to receive email from you or those who register on your site. If subscribers, prospects and customers know their information is safe, they will likely share more information with you, making your relationship ”” and your email marketing efforts ”” that much more valuable.

Signup For Gumas's Challenger Brand Marketing Tips Newsletter

About Me

Who is Gumas? | Gumas Advertising
Who is Gumas? | Gumas Advertising
How do you know if you&#039re a Challenger Brand?
How do you know if you're a Challenger Brand?
YONEX PGA - Summary - FINAL w/subtitles
YONEX PGA - Summary - FINAL w/subtitles
What is Challenger Branding?
What is Challenger Branding?
Jr Giants Commercial
Jr Giants Commercial
How does Challenger Branding market differently than a leading brand?
How does Challenger Branding market differently than a leading brand?

About Gumas

As a full service branding, advertising and interactive agency, we help Challenger Brands take on their industry gorillas and win.

Gumas is an award-winning, full-service advertising agency generally recognized as the country’s foremost experts on Challenger Brand Marketing®. We are dedicated to helping you take on your industry gorillas to quickly generate the greatest results from your marketing investment.

From research, strategy development, award-winning creative design, web development, digital media (including search, social media and everything in between); our goal is to create a marketing strategy specifically designed to help build your unique Challenger Brand. All the marketing support you need under one roof.

Testimonials

Research & Tips

Challenger Brand Tips

Proven and easy-to-implement marketing strategies to help Challenger Brands take on their industry gorillas…and win!

Challenger Brand Tips

Proven and easy-to-implement marketing strategies to help Challenger Brands take on their industry gorillas…and win!
Learn More

Joining Our Challenger

Brand Marketing Newsletter

Read our book

Marketing Smart Ebook is Absolutely Free

Read our book

Marketing Smart Ebook is Absolutely Free
Learn More
X

Request A Consultation

Want To Take On Your Industry Gorillas And Win But Don’t Know Where To Start? It’s Time To Talk To The Challenger Brand Marketing® Experts. Enter Your Information Below To Start The Conversation.

"*" indicates required fields

Join our mailing list!


Request a Consultation

Want to take on your industry gorillas and win but don’t know where to start? It’s time to talk to the Challenger Brand Marketing® experts. Enter your information below to start the conversation.

"*" indicates required fields

Join our mailing list!