Email marketing is a vital aspect of digital marketing, but its language can be overwhelming. With countless acronyms and technical terms, understanding the nuances can be a challenge. That's why we've created a concise glossary featuring over 70 essential email marketing terms.

From A/B testing to deliverability and segmentation to spam filters, this comprehensive resource will demystify the terminology. Whether you're new to email marketing or a seasoned pro, this glossary will be your go-to reference for optimizing campaigns and achieving your business goals.

Let's dive in and unlock the secrets to successful email marketing, one term at a time!

A

A/B Testing

A/B testing for email is a way to figure out which version of your campaign works better by sending two different versions to different groups of subscribers. By doing this, you can see which one gets better results and use that version for the rest of your subscribers.

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API

An email API, which stands for application programming interface, lets software developers easily use the functions and data provided by email service providers like Gmail, Microsoft Outlook, and Yahoo! Mail. By creating integrations with email APIs, developers can make applications that let users create and send emails, edit templates, organize folders, make drafts, and do other email-related tasks without needing to switch between different platforms.

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B

Bounce Rate

Bounce rate measures the percentage of email addresses on your subscriber list that didn't get your message because it was rejected by the recipient mail server. There are two types of email bounces: hard bounce and soft bounce.

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C
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Call-to-Action (CTA)

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An email marketing call to action (CTA) is a clickable button or link in the text that leads a user to a specific website chosen by the brand. The main goal of a CTA is to encourage users to take a specific action.

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CAN-SPAM Act

The CAN-SPAM Act is a law that outlines the guidelines for commercial emails. It sets requirements for commercial messages and gives recipients the right to opt-out from receiving future emails. The law also enforces strict penalties for any violations.Despite its name, the CAN-SPAM Act applies not only to bulk emails but also to all commercial messages. It applies to all commercial messages, which include any electronic mail whose main objective is to promote a commercial product or service. This also includes emails that advertise content on commercial websites.

ChatGPT

ChatGPT is a language model developed by OpenAI. It uses a deep learning algorithm called GPT (Generative Pre-trained Transformer) to generate human-like responses to text inputs. It can understand and generate natural language, making it useful for various conversational tasks such as answering questions, providing information, and engaging in interactive dialogue. ChatGPT has been trained on a vast amount of text data from the internet, allowing it to generate coherent and contextually relevant responses.

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Cold Email

A cold email is an unsolicited email that businesses use as an email marketing strategy to introduce themselves to recipients who have no prior relationship with the company. While it may seem similar to spam mail, cold emailing is not spamming; it's simply a way to say hello and start a conversation.

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Click-through rate

Email click rate, also known as click-through rate, is the number of people who clicked on a hyperlink, call-to-action (CTA), or image in your email. The primary reason for tracking click-through rate is to determine engagement.

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Conversion Rate

A cold email conversion rate determines out of how many cold emails sent, how many brought paying customers.

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Copywriting

Cold email copywriting is the process of conveying your value proposition to potential customers who are not yet familiar with your brand. The ultimate goal is to receive responses and eventually convert these prospects into customers.

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CRM

CRM is an acronym for "Customer Relationship Management" which refers to a software system that helps businesses manage and track their interactions with potential and existing customers, facilitating the development of strong relationships with them.

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CSS

CSS, short for Cascading Style Sheets, is a design language that aims to simplify the creation of visually appealing web pages.CSS is responsible for the appearance of a web page. It allows you to adjust the text color, font style, paragraph spacing, column size and layout, background images or colors, and many other design elements. Additionally, CSS also allows for customized display variations across different devices and screen sizes.

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D

Deliverability

Email deliverability refers to the effectiveness of delivering your email messages to the recipient's inbox.Having good email deliverability means that your emails will be delivered to the recipient's primary inbox folder. If you have been using your email account for a few months with coworkers and clients, chances are that your email deliverability is good.

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DMARC

DMARC is short for Domain-based Message Authentication, Reporting & Conformance. This protocol is designed to combat email spoofing, a tactic that involves the unauthorized use of your domain name to send fraudulent emails.
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DKIM

DomainKeys Identified Mail (DKIM) is an email authentication protocol that enables the recipient to confirm whether an email from a particular domain has been authorized by its owner.

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Double Opt-In

A double opt-in is adds an additional step to the email subscription opt-in process, requiring a user to verify their email address and confirm interest. Double opt-ins signify a higher level of user interest, though its effectiveness has been both lauded and disputed by marketers.

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E

Email Automation

Email automation means setting up a system that automatically sends emails to subscribers based on certain triggers or conditions. This saves time and helps to ensure that emails are relevant and personalized to the subscriber. For example, if a subscriber signs up for a newsletter, they may receive an automated welcome email.

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Email Blast

An email blast (or e-blast) is a method used in email marketing to send a single message to a large group of people all at once. The recipients of the email are not selected based on specific criteria, so the message may not be targeted to their interests or needs. This approach is sometimes referred to as a "blast" and can be associated with spammy or unsolicited emails.

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Email Client

An email client is a software application used to manage email messages. It is installed on a computer or mobile device and allows users to send, receive, organize, and store email messages. Examples of email clients include Microsoft Outlook, Gmail, Apple Mail, and Mozilla Thunderbird.

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Email Marketing

Email marketing is a form of direct marketing that involves sending personalized emails to your email list to promote your products or services. It can also be used to encourage your subscribers to take a particular action, such as buying a product, booking a demo, signing up for a trial, or registering for an event.

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Email Open Rate

Email open rate refers to the proportion of subscribers who open a particular email, expressed as a percentage of the total number of subscribers.

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Email Service Provider (ESP)

An email service provider (ESP) enables users to send email campaigns to a list of subscribers.Email service providers are technology companies that simplify the process of building email lists and sending emails. With the increasing popularity of email marketing, more ESPs have emerged, offering various services and features to differentiate themselves from one another.

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Email Signature

An email signature is a text block that appears at the end of an email and usually includes professional contact information and company branding.In addition to text, email signatures may include images, hyperlinks, and clickable buttons that promote offers, products, and services that are relevant to the recipient of the email.Also referred to as an email footer, the signature is separate from the main body of the email and should not distract from the content of the message.

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F

Follow-up

A follow-up email   is a message that is sent to a prospect after initial contact has been made. The purpose of a follow-up email is to remind the customer about a previous email, ask for a response or information, or remind them about an upcoming event or deadline.

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Funnel

An email funnel is a planned set of emails that are sent to potential customers and existing customers to guide them towards making a purchase or taking a desired action. It's like a step-by-step process that uses emails to build relationships, provide helpful information, and encourage people to make a decision or engage with a business.

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G

GDPR

GDPR stands for General Data Protection Regulation. It is a comprehensive data protection law that came into effect in the European Union (EU) in May 2018. GDPR regulates the processing and protection of personal data of individuals within the EU. When it comes to emails, GDPR sets specific rules and requirements that organizations must follow to ensure the lawful and responsible handling of personal data in their email marketing activities. This includes obtaining explicit consent from individuals before sending them marketing emails, providing clear and transparent information about data collection and processing practices, offering opt-out mechanisms, and safeguarding the security of personal data. Non-compliance with GDPR can result in significant fines and penalties.

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H

HTML

HTML, which stands for HyperText Markup Language, is a special code that people use to create web pages. It's like a language that computers understand to build websites. With HTML, you can make different parts of a webpage, like sections, paragraphs, and links. It uses special codes called tags and attributes to tell the computer how to arrange and organize the content on a webpage. So, HTML is the basic tool that helps people create and structure the different parts of a website.

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HTTP

The Hypertext Transfer Protocol (HTTP) is like the backbone of the Internet. It's the system that allows us to load webpages by clicking on links. HTTP works at the application layer of the Internet, and its main job is to help devices connected to the Internet communicate and share information. When you want to see a webpage, your device (the client) sends a request to a server asking for the page. The server then responds by sending the requested page back to your device. It's a back-and-forth process that makes browsing the web possible.

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I

ICP

The ideal customer profile (ICP) describes the key characteristics of the customers that a company considers most valuable. It includes details about their demographics, environment, and behavior. By knowing the ICP, a company can focus on attracting and serving customers who will bring the most value.

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IP Address

An Internet Protocol (IP) address is a series of numbers, that is assigned to a computer network using the Internet Protocol for communication. An IP address has two important purposes: identifying a network interface and providing a location address.

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J

JavaScript

JavaScript, often shortened to JS, is a programming language that plays a crucial role in the World Wide Web. It is considered one of the essential technologies, working hand in hand with HTML and CSS, to create and enhance web pages.

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K

KPI

Key performance indicators (KPIs) are measurable metrics that provide insights into a company's long-term performance. These indicators serve as quantifiable measurements to assess how well a company is doing overall.

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L

Landing Page

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A landing page is a single web page that is designed and dedicated to a specific marketing or advertising campaign. It serves as the destination where visitors arrive after clicking on a link in an email or advertisements on various online platforms like Google, Bing, YouTube, Facebook, Instagram, Twitter, and similar websites.

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Lead Generation

Lead generation is the process of finding people who might be interested in your business and turning them into customers. It involves using different methods like job applications, blog posts, coupons, live events, and online content to catch their attention and keep them interested. The goal is to build a relationship with these potential customers and convince them to buy from you.

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Lead List

A lead list is a collection of contact information that your company uses to directly reach out to potential customers in order to promote and sell your product or service.

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Lead Magnet

A lead magnet is something valuable that a company offers to customers for free, in exchange for their contact information. It could be a special offer, like a discount code, or a helpful resource such as a webinar, white paper, ebook, template, or similar content. In order to receive the lead magnet, a customer needs to provide their name, email address, and possibly some company details.

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List Building

List building involves the practice of gathering email addresses from your website visitors and users. By doing so, you can expand your email database and enhance your email marketing efforts. This not only provides more opportunities for communication with potential customers but also strengthens your connection with existing customers.

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List Hygiene

List hygiene is the process of ensuring your contact list is accurate and valid for effective campaign sending.

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Liquid Syntax

Liquid syntax is a commonly used template language in various web applications.

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M

Marketing Automation

Marketing automation involves using specialized software to automate marketing tasks and carry out pre-planned campaigns across multiple channels at specific times.

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Metrics

Email metrics are measurable data points that give us information about how well our email marketing campaigns are performing. These metrics help us understand the impact of our emails, measure how engaged our audience is, and determine if we're meeting our marketing goals.

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Nurture Sequence

An email nurturing sequence is a set of automated emails that are strategically crafted to guide individuals towards a specific action that you desire them to take.

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O

Open Rate

Open Rate is a metric used in email marketing to calculate the percentage of emails that are opened by recipients.

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Opt-in

An opt-in email is a type of email that is exclusively sent to subscribers who voluntarily shared their email addresses to join your mailing list.

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Opt-Out

Opt-out email marketing is a practice where contact details are automatically included in a marketing list without the explicit knowledge or consent of the subscriber until they start receiving communications.

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P

Personal Branding

Personal branding involves developing a unique brand identity for an individual or a company. It focuses on creating a distinct and recognizable brand that represents either yourself or your business.

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Personalization

Email personalization is a strategy in email marketing that utilizes personal information of subscribers to create more targeted and customized emails. By tailoring the content and messages to individual recipients, email personalization provides a personalized experience for customers, leading to significant improvements in email marketing metrics.

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PPC

Pay-per-click (PPC) is an online advertising model that helps generate website traffic, where advertisers pay publishers or platforms only when their ad is clicked. This means that advertisers only incur costs when users click on their ads, directing them to the advertiser's website.

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Preheader

An email preheader is a short line of text that appears below the sender information and subject line when viewing an email in your inbox.

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Q

QR Code

An email QR code includes your email ID, subject, and message. By scanning the code, users can easily send you an email with the subject and message already filled in.

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R

Relevance

Relevance in email means sending messages that are personalized and interesting to the recipient. It's about providing valuable information that matches their interests and needs, making the email more likely to be engaging and effective.

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Reply Rate

Email response rate is a metric in email marketing that calculates the percentage of emails sent that receive a response. It provides a benchmark to evaluate the effectiveness of email marketing campaigns.

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Response rate

It's same as the reply rate.

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ROI

Return on investment (ROI) is a commonly used measure of how profitable something is. When we talk about email marketing ROI, we're looking at how effective an email marketing campaign is or comparing different investments to see which one works better. It's a way of figuring out if the money you put into email marketing is paying off or if there might be better ways to spend your investment.

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S

Segmentation

Email segmentation is a strategy where you divide the people you send emails to into smaller, specific groups. Then, you send each group the information that is most relevant to them.

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Sender Reputation

An email sender reputation is like a score given by an Internet Service Provider (ISP) to an organization that sends emails. It's really important for making sure your emails actually get delivered. The higher your score, the better chance you have of your emails reaching the inboxes of people who use that ISP.

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Sender Score

A sender score is a rating from 0 to 100 that shows how good or bad the IP address used to send emails is perceived. This score indicates the quality of the sender's reputation, which in turn affects the success of an email campaign. If the score falls towards the lower end (70 or below), it means the sender's reputation needs to be improved or fixed.

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SMTP

The Simple Mail Transfer Protocol (SMTP) is a program that mail servers use to handle the sending, receiving, and forwarding of outgoing emails between senders and recipients.

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SPF

SPF (Sender Policy Framework) is a standard for verifying and protecting email senders and recipients from spam, spoofing, and phishing attempts. It works by creating an SPF record in your Domain Name System (DNS) that lists approved senders authorized to send emails on behalf of your domain. This helps ensure that only legitimate senders can send emails using your domain, enhancing security and reducing the risk of fraudulent activities.

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Spam

Spam email, also known as junk email, refers to unsolicited messages sent without the recipient's explicit consent.

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Spam Filter

Email spam filters act like digital barriers that prevent unwanted and potentially harmful emails, which may contain viruses or unwanted content, from entering the user's inbox. They work by identifying and blocking such messages to ensure a safer and more desirable email experience.

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Spintax

Spintax is a syntax that lets you create multiple versions of a message by using variables or alternative phrases. It's a way to personalize and diversify email content, making each email appear unique to the recipient. By using spintax, you can randomly select different words or phrases to add a personalized touch to your emails and make them more engaging.

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SSL

SSL, which stands for Secure Sockets Layer, is a technology used to ensure the security of internet connections and protect sensitive data exchanged between two systems. Its main purpose is to prevent unauthorized individuals from accessing or altering any information transferred, such as personal details. By employing SSL, the confidentiality and integrity of data are maintained, providing a secure environment for online communication.

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Subject Line

A subject line is the initial line of text that subscribers see right after the sender's name when they receive an email from you.

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T

Target Audience

A target audience is a specific group of people characterized by particular demographics and behavior. Businesses often utilize information about their target audience to develop user personas, which serve as a representation of their ideal customers. These personas help inform decisions regarding marketing campaigns and strategies.

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Template

An email template is a ready-made layout for emails that may already contain elements like images or text. Instead of starting from scratch each time, you can use a template as a foundation for your email. Templates are also useful for ensuring that email designs align with brand guidelines.

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U

UTM

A UTM parameter, sometimes known as a campaign parameter or UTM code, is a text string appended at the end of a website link. These codes enable platforms like Google Analytics to monitor and analyze website visitors from various sources or channels. With campaign parameters, marketers can also track specific campaign details, such as the content or images utilized, providing valuable insights into the effectiveness of their marketing efforts.

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Unsubscribe

Unsubscribe refers to the action taken by a user to voluntarily stop receiving any further emails.

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UX

UX in email marketing refers to optimizing the user's experience with emails through design and usability.

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W

Warm Email

A warm email is sent to someone who has previously interacted with your company. The goal of this strategy is to increase the customer's receptiveness. It draws attention to a product or service that the customer is already familiar with.

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Warm Up

Email warm-up is the process of gradually sending an increasing number of emails from a new email account. The purpose is to establish a positive reputation with email providers and prevent emails from being flagged as spam by spam filters.

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Whitelist

Email warm-up is the process of gradually sending an increasing number of emails from a new email account. The purpose is to establish a positive reputation with email providers and prevent emails from being flagged as spam by spam filters.

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