As an email service provider we are constantly throwing around terms
that sometimes our customers may or may not know. So I decided to pick
11 email marketing
terms and give you the low down on what they mean. Don’t be offended if
you know some of these, I’m trying to cover a lot of bases here. Here
goes!
ROI (Return on Investment) – Your ROI is
the measure of the profit you make and/or costs saved at your business.
For your email marketing campaigns you calculate cost of sending email
plus time.
measured as a percentage of the total number of emails sent,
although
calculation methods may differ. The open rate is considered a useful
metric for judging response to an email campaign but it should be noted
that open rates for text emails can’t be calculated AND some email
clients don’t display images as a default which would under report your
total number of opens.
Above the Fold – The
bottom of your browser window or the bottom of your email before you
have to start scrolling is commonly referred to as
the “fold”. These viewable areas should be where your most important
information should be located since it’s the first thing your viewer
will see.
Preview Pane – Email programs like Microsoft Outlook, Entourage, and Mac Mail allow
users to view email through a preview pane before your recipient clicks to open. The preview pane is
important to bear in mind when composing the opening lines of an email so you can get your recipient’s attention fast.
Copy – Your copy is simply the text of the email you write.
Hosted Email
- A hosted version of an email allows users to view the email message
as
a web page, ensuring that all formatting remains intact.
VerticalResponse does this for you for free you just need to include the
“hosted version” link. Hosted versions of your email are also great for
you to send your Twitter and Facebook followers to when you launch your
campaign.
Spoofing – Email spoofing involves forging a sender’s address on email messages.
It can be used by malicious individuals to mislead email recipients
into reading and responding to deceptive mail. These fake messages can
jeopardize the online privacy of consumers and damage the reputation of
the companies purported to have sent the messages. Spoofed email often
contains phishing scams. VerticalResponse doesn’t allow for this in our systems.
Phishing – In a phishing scam, a spammer, posing as a trusted party such as a bank
or reputable online vendor, sends email messages directing recipients
to Web sites that appear to be official but are in reality fraudulent.
Visitors to these Web sites are asked to disclose personal information,
such as credit card numbers, or to purchase counterfeit or pirated
products.
Targeting – Targeting gives you the
ability to deliver emails to those most likely to respond to your
emails, based on a variety of things like their geographic, demographic,
psychographic
and behavioral information.
Whitelists – Whitelists are usually created by an ISP (internet service
provider) and are made up of commercial emailers (including ESPs) who have
been approved to send email through their gates. The ISP requires a list of IP (internet protocol) addresses that
email will be sent from, and in some cases a test period where the
commercial emailer will be approved or rejected. VerticalResponse is on all available whitelists.
Web Friendly fonts – Almost all web browsers are capable of displaying four primary fonts
properly: Times, Arial, Helvetica, and Verdana, as well as their
variants (Arial Narrow, Times New Roman, etc.) If a web developer
decides to stray from one of these fonts he or she risks browser
compatibility problems and the prospect that their pages may render
inaccurately when viewed through certain web browsers.
Got any other terms you were wondering about? Let us know!
that sometimes our customers may or may not know. So I decided to pick
11 email marketing
terms and give you the low down on what they mean. Don’t be offended if
you know some of these, I’m trying to cover a lot of bases here. Here
goes!
ROI (Return on Investment) – Your ROI is
the measure of the profit you make and/or costs saved at your business.
For your email marketing campaigns you calculate cost of sending email
plus time.
ROI = [(Payback - Investment)/Investment)]*100
So
if you made $780 on your email campaign, your time was worth $50 to
create it and it costs $15 to send it it would look like this:
if you made $780 on your email campaign, your time was worth $50 to
create it and it costs $15 to send it it would look like this:
(($780 – $65)/$65)*100 = 1100% ROI (which is really good!)
If you want to take it a step further subtract your cost of your products or services as well.
Open Rate – Your open rate is simply the number recipients who opened your HTML emails. It is typicallymeasured as a percentage of the total number of emails sent,
although
calculation methods may differ. The open rate is considered a useful
metric for judging response to an email campaign but it should be noted
that open rates for text emails can’t be calculated AND some email
clients don’t display images as a default which would under report your
total number of opens.
Above the Fold – The
bottom of your browser window or the bottom of your email before you
have to start scrolling is commonly referred to as
the “fold”. These viewable areas should be where your most important
information should be located since it’s the first thing your viewer
will see.
Preview Pane – Email programs like Microsoft Outlook, Entourage, and Mac Mail allow
users to view email through a preview pane before your recipient clicks to open. The preview pane is
important to bear in mind when composing the opening lines of an email so you can get your recipient’s attention fast.
Copy – Your copy is simply the text of the email you write.
Hosted Email
- A hosted version of an email allows users to view the email message
as
a web page, ensuring that all formatting remains intact.
VerticalResponse does this for you for free you just need to include the
“hosted version” link. Hosted versions of your email are also great for
you to send your Twitter and Facebook followers to when you launch your
campaign.
Spoofing – Email spoofing involves forging a sender’s address on email messages.
It can be used by malicious individuals to mislead email recipients
into reading and responding to deceptive mail. These fake messages can
jeopardize the online privacy of consumers and damage the reputation of
the companies purported to have sent the messages. Spoofed email often
contains phishing scams. VerticalResponse doesn’t allow for this in our systems.
Phishing – In a phishing scam, a spammer, posing as a trusted party such as a bank
or reputable online vendor, sends email messages directing recipients
to Web sites that appear to be official but are in reality fraudulent.
Visitors to these Web sites are asked to disclose personal information,
such as credit card numbers, or to purchase counterfeit or pirated
products.
Targeting – Targeting gives you the
ability to deliver emails to those most likely to respond to your
emails, based on a variety of things like their geographic, demographic,
psychographic
and behavioral information.
Whitelists – Whitelists are usually created by an ISP (internet service
provider) and are made up of commercial emailers (including ESPs) who have
been approved to send email through their gates. The ISP requires a list of IP (internet protocol) addresses that
email will be sent from, and in some cases a test period where the
commercial emailer will be approved or rejected. VerticalResponse is on all available whitelists.
Web Friendly fonts – Almost all web browsers are capable of displaying four primary fonts
properly: Times, Arial, Helvetica, and Verdana, as well as their
variants (Arial Narrow, Times New Roman, etc.) If a web developer
decides to stray from one of these fonts he or she risks browser
compatibility problems and the prospect that their pages may render
inaccurately when viewed through certain web browsers.
Got any other terms you were wondering about? Let us know!
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