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.