Key Terms And Concepts Of Email Marketing: -

Key Terms And Concepts Of Email Marketing: -

Business to Business (B2B): When businesses sell products/services to other businesses and not to consumers.

Business to Consumers (B2C): When businesses sell products/services to consumers.

Call to action (CTA): A CTA is a phrase written to motivate the reader to take action (sign up

for our newsletter, book car hire today etc.).

Customer Relationship Management (CRM): A strategy for managing a company’s interactions with clients and

potential clients. It often makes use of technology to automate the sales, marketing, customer service and technical processes of an organisation.

Database

In email marketing, the database is the list of prospects to which emails are sent. It also contains additional information pertinent to the prospects.

Domain Name System(DNS) DNS converts a domain name into an IP address.

DomainKeys: An email authentication system designed to verify the DNS domain of an email sender and the message integrity.

Double opt-in The act of getting subscribers to confirm their initial subscription via a follow up email asking them to validate their address and hence opt-in again.

Hard bounce: The failed delivery of email communication due to an undeviating reason like a non-existent address.

House list: An email database a company generates itself without purchasing or renting names.

HyperText Markup Language (HTML): Certain HTML “tags” are used to structure the information and features

within a web page. As an example, HTML emails usually contain graphics and can be interactive.

Internet Protocol (IP) Address: The IP address is an exclusive number, which is used to represent every

single computer in a network.

Internet Service Provider (ISP): This is the company providing you access to the Internet e.g. MWEB,

AOL, Yahoo! etc).

Open rate: The percent of emails determined as opened out of the total number of emails sent.

Opt-in: To give permission for emails to be sent to you.

Opt-out: Also known as unsubscribe - The act of removing oneself from a list or lists so that specified information is no longer received via email.

Sender ID: A method used by major ISPs to confirm that emails do originate from the domain from which it claims to have been sent.

Simple Mail Transfer Protocol (SMTP): SMTP is a protocol for sending messages from one server to another.

Soft bounce: The failed delivery of an email due to a deviating reason like an

overloaded mail box or a server failure.

Spam: Email sent to someone who has not requested to receive it - EVIL!

Sender policy framework (SPF): Sender policy framework is an extension of SMTP that stops email

spammers from forging the “From” fields in an email.

Text: Text emails or plain text emails do not contain graphics or any kind of markup.

Unique forwarders: This refers to the number of individuals who forwarded a specific email on.

White list: A list of accepted email addresses that an ISP, a subscriber or other email service provider allows to deliver messages regardless of spam filter settings.