Email Marketing Glossary and Definitions

from wenwilder

A/B Split - When the list is divided into two segments, each of which is tested for different offers.

Above-the-fold - The part of an email or web page that is visible without scrolling. It is generally more desirable placement because of its visibility.

Acquisition versus Retention - The presentation and content of an email marketing message or campaign often depends on whether the objective is to acquire new customers or encourage loyalty and repeat purchases from existing customers. Acquisition efforts are more likely to focus on encouraging action, retention efforts on building relationships.

AIDAS - "Attention, Interest, Desire, Action, Satisfaction" - elements of a sales campaign that establish and sustain the prospect's momentum from initial contact up to and beyond the "close."

Benefits versus Features - Benefits address a prospect's emotional needs and communicate how the product or service will improve his/her quality of life or make him/her feel better. Features address the attributes of the product or service. Benefits are more effective in driving action.

Blocking - E-mails that are blocked are not processed through the ISP and are essentially prevented from reaching their addressed destination.

Buyer - A lead currently in negotiation who has made a commitment in principle to buy, but has not yet purchased the product or service.

Calls to Action (see also Point of Action - POA) - Words that offer the opportunity and encourage the prospect to take action. For example, "Click here to see CM3's new designer colors" or "Add this product to your wish list."

Campaign - A coordinated set of individual email marketing messages delivered at intervals and with an overall objective in mind. A campaign allows each new message to build on previous success.

Cell Testing - When the list is divided into a number of discrete cells to allow for a robust test across multiple variables. To determine optimum response, conversion rate is measured for each cell.

Click-through - When a prospect takes an action and clicks on a link. To determine the click-through rate, divide the number of responses by the number of emails opened (multiple this number by 100 to express the result as a percentage).

Closing Sentence - The last sentence of the communication, which must reinforce desire to take action.

Color Theory - A body of knowledge concerning the ability of color to help create an appropriate psychological state and present information most effectively, in addition to engaging prospects and directing their progress through the process.

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