Email Marketing: From A to Z

Colleen Preisner

5 minute read

As a data-driven email marketing agency, we have lots of tools we use to accomplish different client goals. With so many terms and acronyms being used in our blog posts, our resources, and our day-to-day operations, we decided to define them in this extensive list!

Like you, we enjoy keeping things simple when it comes to our clients’ landing pages, email marketing campaigns, and all communication related to client relations. Much like ideal customer journeys, the greatest success comes from the least amount of steps taken to solve a problem or fulfill a need.

Any marketer operating within the digital landscape knows that there is a myriad of terms and keywords used to describe services, actions, and products that fulfill needs and solve client problems. When talking about campaign details, email marketing strategy, and beyond, Trendline is no exception to this idea.

In order to get everyone on the same page when it comes to terminology, we decided to clarify the meaning behind some of the most popular terms we use with clients in marketing, services, and tech solutions. Read more below!

A/B Test – Also known as split testing or bucket testing, A/B testing is a method of comparing two versions of a web page, app, headline, or other creative/design element against each other to determine which one performs better in a sample send. Here are 3 tests to perform on your email program now.

Application Programming Interface (API) – API is a set of clearly defined communication methods between various software components. A good API makes it easier to develop a computer program by providing all the essential building blocks, which are then pieced together by a programmer.

(KPI) Attribution Analysis – Attribution analysis is the act of analyzing and performing the key performance indicators, which provide direction and determine the value of marketing programs.

Benchmark Analysis – This analysis is a measure of how metrics stack up against competitors and industry averages. A competitive analysis provides ways to differentiate and stand out from competitors while ensuring best practices are followed for specific industries and marketing programs.

CASLCASL (Canada’s Anti-Spam Legislation) enacted regulations requiring any individuals or organizations that send commercial electronic messages (CEMs) to obtain express consent from all Canadian recipients.

Commercial Electronic Messages (CEM’s) – Whether presented as social media messages, emails, or text messages, all CEM’s are under CASL compliance rules and are subject to the same regulations of permission.

Content Strategy – This cohesive marketing strategy focuses on the planning, creation, and measuring of content delivered to end-users to generate awareness of a particular brand, product, or service. A good content strategy aligns with the customer experience and serves to provide value to the end-user.

Dynamic Email – The dynamic feature allows automatic adjustment and tailoring of messaging to end-users based on personalized features like first names, last names, previous products purchased, and more.

Express PermissionCASL requires explicit permission among contacts to send end-users email in a consensual manner. To achieve express permission, the email must contain clear language and intent, as well as a company’s name, address, website, and clear unsubscribe mechanisms.

Frequency Analysis – Trendline employs frequency, touchpoint, and timing analyses to ensure that the optimal number of messages within the desired time span are sent to end-users for maximum engagement.

GDPR – The General Data Protection Regulation (GDPR) is a regulation on data protection and privacy for all individuals within the European Union. GDPR affects countries outside the EU as well, as long as messaging applies.

Google AMP – Short for Accelerated Mobile Pages, AMP creates mobile-friendly content for emails with an accelerated loading time for better delivery.

H1 Tag – Coders use the <h1> to <h6> tags in HTML code to define different heading sizes; <h1> is the largest and most important heading, and  <h6> is the smallest and least important.

Interactive Email – Interactive email allows users to bring personalization to a new level by automatically adjusting your email message content to suit end-user ideal needs.

Key Performance Indicator (KPI) – A KPI is a measurable value that demonstrates how effectively a company achieves key business objectives. Companies often use KPIs as a benchmark for success towards reaching sales and marketing targets.

List Hygiene – List hygiene entails cleaning out inactive contacts from future email marketing campaigns (or re-engaging them) and keeping your remaining list warm with healthy email sending habits and customer journeys.

Marketing Automation – This marketing strategy assigns communications to different customer segments, then sets those messages to go out automatically. Autoresponders are an example of marketing automation.

Open Rate – The Open Rate is a measure of how many people on an email list open (or view) a particular email campaign; the amount is normally expressed as a percentage.

Personalization – Remember that warm, fuzzy feeling you got when you received a handwritten letter addressed specifically to you in the mail? Known as one-to-one marketing, personalization involves marketing efforts that speak directly to end-user needs, names, and personal preferences.

Qualified Lead – A sales or marketing qualified lead (SQL or MQL) is a lead sometimes known as a prospect deemed more likely to become a customer compared to other leads. This likelihood is based on results from lead intelligence and scoring, often informed by closed-loop analytics within a sales or marketing cycle.

Results – We get results for our clients. We believe that true results are measurable and actionable, and stem from a data-driven approach.

SegmentationSegmentation is the act of classifying or splitting an email subscriber list based on specific conditions or variables such as location, age, interaction with previous campaigns, time since last open, etc.

Top-of-Funnel – Generally, the marketing funnel goes from awareness/attention to interest, to desire, to action. Top-of-Funnel (TOFU) content speaks to the awareness section and helps to generate initial leads from prospects.

Unsubscribe Rates – Generally, an unsubscribe rate of less than 1% falls within industry norms. Ironically, having the correct unsubscribe mechanisms in place not only falls under CASL & GDPR compliance, but can also act to reduce unsubscribe rates in general by promoting brand transparency.

View-Through Conversions – A visitor is shown your ad; they do not click on it, but they return to your site later on and convert. View-Through Conversion rates are calculated from dividing conversions by the total number of impressions.

Win-Back – If your inactive subscriber list is growing in size, a win-back campaign with the right incentive is the perfect way to re-activate otherwise lost end-users.

X-Men – We couldn’t think of anything for the letter “X”, so we picked one of our favorite comics. (Mag)Neato, right?

“Yes!” – When it comes to consent for our clients, this is the golden go-ahead.

ZZZ… – Even if your email list has more inactive subscribers than active subscribers, not all is lost. By implementing the right win-back campaign with the right subject line, incentive, and creative, you can turn the tides on reactivating subscribers.

What does your A to Z look like? Can you think of any definitions to add to this list? For more information on the terminology listed above or ways we can serve your needs, contact us.

Trendline Interactive

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About the Author(s)

Colleen Preisner

Two decades of experience in the financial services industry. Fanatic of insight-based marketing strategy, having worked in nearly every marketing discipline. She leads Trendline’s Client Services teams across North America. Follow Colleen on LinkedIn

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