Email Marketing Glossary

							                           Digital Marketing Lab Email Marketing Lingo

 The following list of lingo has been designed to provide you with a non technical overview of some of
                                 the key terms related to Email Marketing.

Click Through Rate – Click Through Rates (CTR) measure the percentage of email recipients who
have clicked on a link/image within an email campaign. Unique click through rates however only
count an action for each recipient once to understand how many individual recipients have performed
an action.

Deliverability – Deliverability relates to the ability to ensure emails are consistently delivered for
campaigns. Factors which affect deliverability can include sender reputation, email content, inbox
filters and data quality.

Double Opt-In – A technique that is used to ensure email recipients consent to receiving emails,
double opt ins include a 2 stage process consisting of the initial subscription followed by request to
recipients to confirm/activate their subscription.

Feedback Loop – A feedback loop is a feedback mechanism that organisations can set up with major
ISPs (internet service providers ie Yahoo & Hotmail) to know when subscribers complain about
receiving emails. Often receipients will not unsubscribe to an email, but rather mark it as Spam or
Junk, through having a feedback loop organisations can receive added feedback to clean data and
maintain a good reputation.

Hard Bounces – Hard bounces relate to emails that do not reach the recipients inbox because the
recipients email address is no longer valid or the domain name does not exist.

HTML - An important coding language, HTML controls the design elements within an email campaign
ie font sizes and styles, colours, image sizes etc.

IP Address - An IP address is a numerical code assigned to a computer which identifies your
computer from the rest of the internet. Think of it as a phone number. Your IP address is usually
generated however from the country your service provider/servers are located.

Open Rate - Usually expressed as a percentage of recipients who opened the email, it is calculated
by taking the number of emails opened by recipients, divided by the number of emails sent then times
by 100. Open rates calculate every time an email has been opened including if it has been opened by
the same recipient twice, whilst unique open rates will count multiple actions by recipients once.

Rendering – Rendering refers to how an emails appear within the recipients inbox. Emails will render
differently across various email service providers therefore it is important to test creative prior to
launching a campaign.

Soft Bounces – Soft bounce relates to emails that reach the recipients mail server, meaning that the
email address is valid, but does not reach the recipients inbox because the recipients inbox may be
full, or because it is blocked by an organisations email filters.

SPAM – SPAM is the process of sending bulk unsolicited emails. In Australia organisations face
severe penalties if they are caught sending unsolicited emails. To avoid this scenario organisations
must gain what is called “expressed consent” which refers to recipients opting in to receive email
marketing.

SPAM Filter – Software which is used to avoid receipt of unwanted/SPAM emails or quarantine/flag
emails.
Unique Click Through Rate – See Click Through Rate

Unique Open Rate – See Open Rate

         If you feel our email marketing lingo is missing some important terms, why not email them to
                       marketing@emarketinglab.com.au so we can add them to the guide.