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A |
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Above-the-fold |
The part of a web page that is visible without scrolling. It is generally more desirable placement on a Website because of its visibility.If you have a "join our mailing list" tag on your Website, you should place it "above the fold" making it easy for visitors to opt-in. |
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Affirmative Consent |
Another word for permission. The recipient of your email has been clearly and fully notified of the collection and use of his email address and has consented prior to such collection and use. Affirmative consent is not only a best practice; it is required by all reputable email marketing services. |
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Auto Responder |
A program or a script that automatically sends a response when someone sends a message to its address. The most common uses of auto responders are for subscribe and unsubscribe confirmations, welcome emails and customer-support questions. |
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C |
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Campaign |
An email marketing message or a series of messages designed to accomplish an overall goal.
CAN-SPAM Act of 2003
Federal anti-spam legislation passed in 2003 that requires the following in each email: a legitimate header, a valid "From" address, a straightforward "Subject" line, an unsubscribe/opt-out link and/or instructions and a physical address. It also requires that all unsubscribes are processed within ten days of receipt. |
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Challenge Response |
An automated message triggered by the receipt of an email for the purpose of identifying the sender as a trusted source. The challenge is a message to the sender of the email with instructions on how to validate themselves. If the sender provides a valid response, his email address is added to the recipient's list of trusted senders and his message is passed along to the recipient. |
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Confirmed Opt-In |
A more stringent method of obtaining permission to send email campaigns. Confirmed opt-in adds an additional step to the opt-in process. It requires the subscriber to respond to a confirmation email, either by clicking on a confirmation link, or by replying to the email to confirm their subscription. Only those subscribers who take this additional step are added to your list. |
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CPM (or Cost per thousand) |
In e-mail marketing, CPM commonly refers to the cost per 1000 names on a given rental list. For example, a rental list priced at $250 CPM would mean that the list owner charges $.25 per e-mail address. |
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CTR (or Click-through rate) |
The percentage (the number of unique clicks divided by the number that were opened) of recipients that click on a given URL in your e-mail. |
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Conversion rate |
The number or percentage of recipients who respond to your call-to-action in a given e-mail marketing campaign or promotion. This is the measure of your e-mail campaign's success. You may measure conversion in sales, phone calls, appointments etc. |
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E |
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Email Blocking |
Email blocking typically refers to blocking by ISPs. E-mails that are blocked are not processed through the ISP and are essentially prevented from reaching their addressed destination. ISPs actively block email coming from suspected spammers. |
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Email Newsletter Ads or Sponsorships |
Buying ad space in an email newsletter or sponsoring a specific article or series of articles. Advertisers pay to have their ad (text, HTML or both depending on the publication) inserted into the body of the email. |
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E-zine |
An ezine is an electronic magazine emailed to a list of subscribers. Advertisers pay to have their ad (text, HTML or both depending on the publication) inserted into the body of the email. Buying ad space in an e-zine or email newsletter, or sponsoring a specific article or series of articles allow advertisers to reach a targeted audience driving traffic to a website, store or office, signups to a newsletter or sales of a product or service. |
