Just getting started with email marketing? You can reference this comprehensive list to stay up to date with the latest email marketing phrases, terms, and regulations.
|Anti-Spam Laws||Anti-spam laws are laws around unsolicited emails that protect citizens from receiving unwanted spam emails. The CAN-SPAM Act of 2003 pre-empted many of these laws; however, most email service providers require that all users agree to abide by anti-spam policies in their terms of service. It’s also important to note that anti-spam laws are often different depending on the state and country you live in.|
Autoresponder is a type of automated email, which is typically just a single email triggered by a user action.
|Average Open Rate||An average open rate is a measure of how many email recipients open an email as compared to the total number of emails delivered within a campaign. You can find this metric on your campaigns' Insights dashboard.|
|Bounced Email||Bounced email is an email that couldn’t be delivered. Specifically, it’s an explanation of delivery failure related to server or spam issues, whether they are permanent or temporary. More information about bounced emails.|
|Bulk Email||Bulk email is the act of sending one email campaign to a large group at once. Marketing messages, newsletters, updates, coupons, and invitations typically comprise bulk emails.|
|CAN-SPAM||The CAN-SPAM Act is a United States law that establishes national standards for sending commercial email marketing campaigns and is enforced by the Federal Trade Commission (FTC). It focuses on unsubscribe compliance, content compliance, and sending behavior compliance. It also requires that opt out requests need to be honored in 10 days. The law also requires that the unsubscribe mechanism must be able to process opt-out requests for at least 30 days after the transmission of the original message.|
|Campaign Open Rate||
Campaign open rate is the average open rate of all of a campaign's emails. A healthy open rate is between 20-40%. If your open rates are higher, then your campaigns are well optimized. If they’re lower, there’s likely some opportunity for improvement.
Your open rate typically indicates how well your subject lines are performing. By tracking the open rate trends for individual campaigns, you can test which subject lines are the most compelling for your audience.
|Campaign Click Rate||
Campaign click rate is the average rate of link clicks in the emails across a campaign.
|Click-Through Rate (CTR)||Click-through rate (CTR) is the measure of how many people clicked on a hyperlink, call-to-action, or image within a particular email. A healthy CTR is around 15%.
Your CTR is usually an indication of how valuable your email content and call-to-action (CTA) is to your audience.
|Click-to-Open Rate (CTOR)||The click-to-open rate (CTOR) compares the number of unique clicks to unique opens. Unlike click-through rate, click-to-open rate is the number of clicks out of the number of opens (instead of the number of delivered emails).|
|Conversion||A conversion occurs when an individual performs a specific valuable action. The action will vary based on the goal of the marketing message. When developing a marketing campaign, it is important to have a clear call to action in order to guide the recipient through the funnel to the conversion point.|
|Double Opt-In||A double opt-in (or confirmed opt-in) occurs when a user signs up for an email marketing list, and then an email is sent out to the user which includes a link to click and confirm the subscription. Only after the confirmation click is completed will the user officially be added to the email marketing list.|
|Drip Campaigns||Drip campaigns are a series of pre-built, ongoing emails sent to subscribers to move them to a final "conversion" point.
|Dynamic Content||Dynamic content is a code that you insert in an email that can be triggered to display different information based on user data - for example, a subscriber's name.|
|Email A/B Testing||
Email A/B testing is a strategy used to test a single element of an email in two different versions to find the version that performs best. This tactic is often used by marketers looking to find the most effective possible version of their email.
|Email Automation||Email automation is the ability to send time or action triggered emails to subscribers with relevant information.|
|Email Blacklist||Email blacklist is a real-time database that helps decide which emails should be considered spam. Essentially, it is a filter that can determine whether or not an email makes it to its intended inbox destination.|
|Email Blast (eblast)||An email blast is a single email message sent to a large group of recipients without segmenting the list.|
|Email Click Rate||The email click rate is the percentage of people who click on a link or image within an email.|
|Email Deliverability||Email deliverability is the ability to deliver emails to subscribers’ inboxes. Your deliverability can be threatened by excessive spam complaints or bounces.|
An email deployment is the sending out of an email campaign to an email list through an email deployment platform or program.
|Email Integrations||Email integrations ties together systems, tools, and software for seamless processes around email marketing. They allow marketers to unite their email service provider with systems like their CRM or point-of-sale system for more personalized, relevant messages.|
|Email Leads||Email leads are leads whose contact information you’ve collected through an opt-in form.|
|Email List Fatigue||
Email list fatigue is when an email marketing list includes old or inactive subscribers who might no longer be responding to email messages any longer.
|Email Marketing||Email marketing is a form of digital marketing that uses email to deliver marketing messages to a list of subscribers.|
|Email Marketing Benchmarks||Email marketing benchmarks are metrics a business or organization uses to gauge the success of their email marketing efforts over time.|
|Email Marketing Campaign||An email marketing campaign is a coordinated set of individual email messages that are deployed across a specific period of time with one specific purpose.|
|Email Marketing Conversion Rate||
Email marketing conversion rate is the percentage of subscribers who clicked on a link within the email and completed a goal action.
|Email Marketing Template||
Email marketing template is a pre-existing template that gives you a starting point for your email and allows you to customize the colors, fonts, images, mobile responsiveness, etc. of the layout.
|Email Newsletters||Email newsletters are a type of email that informs your audience of the latest news, tips, or updates about your product or company.|
|Email Open Rate||
Email open rate is the percentage of subscribers who open a specific email out of your total number of subscribers. You can find this metric on your campaigns' Insights dashboard.
|Email Preheader||Email preheader is the summary text that follows a subject line when the email is viewed in an inbox. In many cases, it’s used to provide a short summary of the email, and is typically one sentence long.|
|Email Service Provider (ESP)||
ESP is an acronym for Email Service Provider, which is a service that enables marketers to create, send, and track email marketing campaigns.
|Email Whitelist||Email whitelist is a list of "safe" email addresses that always pass through spam filters.|
Email workflow is a series of automated emails that are triggered to send based on behavior or data. These allow marketers to send the right messages to the right person at the right time.
|Hard Bounce||A hard bounce is an email that has failed to deliver for permanent reasons, such as the recipient’s address is invalid (either because the domain name is incorrect, isn’t real, or the recipient is unknown.) More information about bounding emails.|
|List Hygiene||List hygiene is the practice of "cleaning up" your email list to increase its efficiency. These tasks include removing bounced email addresses, removing unengaged subscribers, and updating any email address change requests.|
Marketing automation is when software automatically sends email campaigns to your customers and prospects based on triggers you define.
|Mass Email Marketing||
Mass email marketing is the practice of sending a one-size-fits-all message to your list of subscribers without personalizing the information based on individual preferences or interests.
|Multivariate Testing||Multivariate testing is a tactic for testing several variables in an email to find the best possible combination. Unlike an A/B test where only one variable is tested, multiple variables are being tested to find the ideal combination.|
An opt out, also known as “unsubscribe,” is an explicit request from a user to remove their email address from a specific email marketing list or all of all lists owned by that sender. How to see which of your subscribers have "opted out".
|Opt-in Email Lists||Opt-in email lists are lists that require subscribers to opt in.|
|Permission Email Marketing||Permission email marketing is an approach that grants marketers permission to follow up with leads at a later time.|
|Personalization||Personalization is when marketers use subscriber data within their email content to make the content feel tailor-made for the recipient.|
|Plain Text Email Format||A plain text email contains only text—no images, stylized fonts, or hyperlinks - that can be read on any device.|
|Promotional Email||A promotional email is used to promote a product or service. Common email promotions include coupons or other discounts, access to exclusive content, or admittance to an invitation-only event.|
|Recipient||An email recipient is an individual who has opted-in to receive email from either an individual or a business.|
|Segmentation||Segmentation is the division of email subscribers into smaller segments based on set criteria, for example, a subscriber's geographic location, interests, or purchase history. More information about segmentation.|
|Soft Bounce||Soft bounce is a type of bounced email that is due to a less permanent delivery issue, like a file that’s too big or a full recipient inbox. More information about bouncing emails.|
A subject line is a short line that identifies the topic of the email. A subject line should be engaging and personalized to the subscriber whenever possible.
|Transactional Email||Transactional email is an automatic email triggered by an action, such as a purchase.|
|Unsubscribe||Unsubscribe is the action a user takes to opt-out of getting any more emails. How to find out which users unsubscribed from your emails.|
|Unsubscribe Rate||An Unsubscribe rate is the percentage of subscribers who have unsubscribed from an email or campaign. The industry average unsubscribe rate is less than 2%.|
|Viral Email Marketing||
Viral email marketing is an approach that strives to get email messages rapidly shared from person to person, generally through a funny, highly dramatic, emotional, or shocking tactic that contributes to its viral nature.
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