A/B testing
A/B testing is a valuable tool for marketers that can provide insights into customer behaviour. By creating two different versions of a marketing asset and
Abandoned Cart
Abandoned cart is when a customer doesn’t complete the checkout process on an e-commerce site. When this happens, the business owner has a few options
Ad Copy
Ad copy is the main text in an advertisement that persuades users to take a particular action. This includes emails, social posts and even video
Alt Text
Alt text is a description of an image that’s shown in its place when the picture doesn’t load. The ALT attribute or “alt” tag goes
Anti Spam
Anti spam laws were created to prevent people from receiving unwanted emails, but depending on where you live these laws can vary. It’s important for
Autoresponder
An autoresponder is a marketing tool that sends an automated email to a recipient after they’ve performed a specific action. For example, if someone signs
Backlink
Backlinks are one of the most important factors in SEO. A backlink is when one website links to another. The more backlinks a website has,
Black Hat Sender
Black hat senders are email senders with a poor sending reputation. They are often blacklisted and their emails are sent directly to spam folders by
Blacklist
A blacklist, is a compiled list of email domains that has sent Spam. These lists help inform Email Service Providers know which emails to block
Bounce
A bounce is when an email doesn’t go through to the recipient and is returned to the server. There are two kinds of bounces- a
Bulk Email
Bulk email, also known as direct email or mass email, is when an organization sends a single email to a large number of recipients. Bulk
Call To Action
A Call to Action, or CTA, is a word or phrase used in a marketing message to prompt customers to take the desired action. A
CAN-SPAM
The CAN-SPAM Act is a law that was enacted in 2003 in order to help regulate the email industry and protect consumers from receiving unwanted
Click Through Rate
CTR, or click-through rate, is a key metric for understanding how your email campaigns are performing. CTR is calculated by dividing the number of clicks
Click To Open Rate
CTOR, also known as click-to-open rate, is a metric used to evaluate how effective an email campaign is. CTOR is calculated by dividing the number
Conversion Rate
A conversion rate is the percentage of people who take a desired action after being exposed to an email marketing campaign or visiting a particular
Customer Retention
Customer retention is a vital aspect of ecommerce success. Just Acquisition marketing (finding new customers) is not enough – businesses need to encourage their existing
Dedicated IP Address
A dedicated IP address is an IP address that is used exclusively by one email account. This means that the IP address is not shared
Deliverability
Deliverability is a term used to describe the percentage of emails that are successfully delivered to their intended recipients. It’s a key metric for email
Direct Email Marketing
Direct email marketing is a tool that should be in every business’s marketing arsenal. Direct email marketing is when an email is sent to target
DKIM
DKIM is an email authentication system that uses digital signatures to verify that an email message has not been altered during transit. DKIM uses a
DMARC
DMARC is an email authentication protocol that stands for “Domain-based Message Authentication, Reporting, and Conformance”. DMARC is designed to give email senders and receivers a
Domain Name System (DNS)
The Domain Name System (DNS) is a network of servers that translates human-readable domain names like www.example.com into machine-readable IP addresses like 192.0.2.1. DNS is
Email Authentication
Email authentication is a powerful tool that helps protect users from harmful phishing or spam emails. When an email is authenticated, it means that the
Email Automation
Automation is a feature that allows marketers to create emails and set them up to send without having to do it manually each time. This
Email Marketing
Email marketing is a powerful tool for businesses of all sizes. By sending emails to customers who have opted in to receive them, businesses can
Email Service Provider (ESP)
ESPs or Email Service Providers are businesses that provide a service for businesses to send marketing campaigns. The providers can have many features to help
Error 404
Email campaigns are a great way to reach out to potential customers and promote your products or services. However, if you’re not careful, your email
Follow Up Email
When it comes to email marketing, follow-up emails are an essential tool for increasing conversion and boosting revenue. A follow-up email is a message that
GDPR
GDPR, or the General Data Protection Regulation, is a set of laws enacted by the European Union in order to protect the privacy of individuals
Hard Bounce
Hard bounces are email addresses that have permanently failed. This means that the email address no longer exists, is invalid, or is unable to receive
HTML
HTML, or Hypertext Markup Language, is the standard code used to create email, webpages, and other digital documents. HTML is made up of a series
Inbound Marketing
What is inbound marketing? In simple terms, inbound marketing is any form of marketing that is meant to bring the customers to you, instead of
Invalid Email
An invalid email address can cause serious problems for both individuals and businesses. For individuals, an invalid email can lead to bounced messages and difficulty
IP Address
An IP address is a unique address that helps in transferring, finding, and receiving data from one machine to another. The address is made up
IP Warmup
IP Warmup is the process of gradually increasing the volume of email sent from a new IP address to build up its reputation as a
Landing Page
A landing page is a webpage that visitors are directed to after clicking on a link in an email or other digital marketing campaign. The
Leads
A marketing lead is a potential sales contact, usually generated through an opt-in form on a company’s website or through an email marketing campaign. Once
List Hygiene
List hygiene is the process of keeping your email list clean and engaged. This means removing subscribes who have bounced (hard or soft), or who
Mailing List
A mailing list is a database of email addresses that businesses can use to send marketing communications. People can volunteer to receive these emails by
Marketing Automation
Marketing automation is the technology that takes repetitive tasks and completes them for the marketer. By automated the repetitive tasks, marketers have more time to
Merge Fields
Merge fields are a great way to personalize emails, especially on a large scale. Essentially, merge fields are variables that you can insert into your
MTA
MTA or mail transfer agent is a software that helps in transfering electronic messages or emails from one computer to another by using SMTP. MTA’s
Multivariate Testing
Multivariate testing is a method of experimentation where you test multiple variations of an asset, like an email, to see which combination performs the best.
Newsletter
Email newsletters are a great way for businesses to keep their customers in the loop about new developments and share relevant, informative content on a
Opt-in
Opt-in simply means that someone has given their permission to receive emails from you. They can do this by checking a box when they sign
Opt-out
Opt-out is an option given to users so that they can unsubscribe from an email list. It is required by law to provide an opt-out
Reactivation Email
A reactivation email is an email sent to a subscriber who has not been opening your email or interacting with your business for at least
Referral Marketing
Referral marketing is a type of marketing where businesses encourage customers to give referrals to other potential customers. Referral marketing can be an effective way
Retention Marketing
Retention marketing is the marketing strategy to create repeat customers. Simply put, retention marketing is the process of keeping your current customers and bringing back
ROI
ROI or Return on Investment is used to measure how a certain investment is doing. It is the ratio between net profit and the initial
Segmentation
Segmentation is when contacts are organized so that they only receive marketing content that relates to them. This is considered a form of personalization and
Sender Reputation
Sender reputation is the measure of how likely an email sender is to sender emails that will be considered spam by internet service providers (ISPs).
SMTP
SMTP, or Simple Mail Transfer Protocol, is a set of guidelines for transferring electronic mail between computers. It allows users to send and receive emails
Soft Bounce
When an email doesn’t reach the inbox of a recipient because of a temporary issue, it’s called a soft bounce. Soft bounces can happen for
Spam
Spam is a form of unsolicited email marketing. The term “spam” covers any unwanted email, whether it’s commercial in nature or not. Spam is a
SPF
SPF, or Sender Policy Framework, is a protocol businesses use to verify their identity when sending emails. By looking up the SPF record for a
Target Reputation
In email marketing, the target audience is the group of people who are the intended recipients of an email campaign. To determine the target audience
Transactional Email
Transactional email is best defined as a message that has been sent as a result of an event or action. transactional emails are usually transactional
Triggered Emails
Triggered email is an email that is automated to be sent when the subscriber completes an action. For example, if a customer abandons their shopping
Two Factor Authentication (2FA)
Two Factor Authentication, or 2FA, is a method of verification used when signing in to an account to keep it more secure. 2FA is when,
Unsubscribe
Unsubscribing from an email list is when a user requests to have their email address removed from a company’s database. Unsubscribes can happen for a
Upsell
Upselling is a sales technique whereby the seller encourages the buyer to purchase a more expensive product, an upgraded version of a product, or additional
User-Generated Content
User generated content- anything created by unpaid consumers or customers- has become increasingly popular, especially among marketing target audiences like millennials. User generated content (UGC)
USP
A Unique Selling Proposition, or USP, is the one thing that sets your product or service apart from all the others in your market. In
Welcome Email
Welcome emails are the first email a user or customer receives after signing up. For many businesses, it is the first interaction between the business
White Hat Sender
White hat senders are senders who are known for only sending to email addresses that have given them permission. Being a white hat sender is
Workflows
Workflows, also known as automated email sequences, are a series of pre-planned emails that are set to be sent to customers based on certain triggers.
