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Our Email Marketing Glossary

Email marketing is powerful; and the best email marketing strategy always wins. With the invention of new analytics platforms, the B2B and B2C email marketing has grown
to new heights. No matter at which stage you are in your business, you can reach your target audiences fast with our custom email marketing solutions.

Our email marketing glossary lists all the important terms you need to know before you navigate in the email marketing arena. These email marketing terms will not only
help you clear your concepts of how effective the form of marketing is; but also will give you the necessary confidence to find out the right service at the email
marketing service providers.



» A “database” can be defined as a structured set of data stored in a computer, which is accessible in multiple ways
» Database in email marketing refers to the set of email subscribers.
» Brands create their own email databases by embedding subscription forms in the websites and the social media channels.
» Creating an authentic email database takes time. With effective communications with prospects, marketers can build a great database and can grow their brands efficiently.

» “Dedupe” or De-duplication is a method in which duplicate data is removed from the email list.
» Maintaining a large list of email database is very important to derive better results out of your email marketing consistently.
» In the De-duplication technique, duplicate emails are removed and we can also split out the rejected emails.
» De-duplication is an effective data cleaning technique which helps to streamline the email marketing efforts.

Domain Key/ DKIM/ Domain Keys Identified Mail
» “Domain Keys” is an authentication standard used in email marketing to ensure security. It uses a cryptography technique to validate that the email message is sent by an authorized source.
» In the DKIM authentication method, the outgoing emails are digitally signed with a private encryption key to match the public key that is published in the sender’s DNS record.
» The Domain Keys Identified Mail authentication technique is used during the transmission of email from server to server.

Double Opt-In
» “Double Opt-In” is the procedure used in email marketing in order to confirm the subscription of the recipients and to build an authentic subscriber’s list.
» In this process; when a user subscribes for the first time by submitting the email address, s/he gets a confirmation email in that particular email address. Upon clicking the link provided in the confirmation email, the user is added to the subscriber list.
» The Double Opt-In process effectively reduces the number of spam complaints and helps to build a quality subscriber’s list.

Dynamic Content
» “Dynamic content” directly correlates with email personalization. Dynamic content is the email content that varies from recipient to recipient according to certain pre-defined rules.
» For example, a garment e-commerce business sends personalized content to the male and female recipients.
» Applying dynamic content to the email campaign provides the best value to the prospects.
» Personalization is very important to get attention and dynamic content helps to a great extent.

» “Deliverability” is a term used to describe the success rate of an email marketing campaign.
» The ultimate aim of an email marketer is to deliver the email messages into the subscriber’s inboxes. But, optimum delivery is sometimes hindered by blocks such as spam filters, junk folders, bounces etc.
» From the email content to the design, everything plays a role in deliverability. Higher deliverability means higher success.
» Email marketers should perform functional checking of the email campaigns to enhance deliverability.

Dedicated IP
» “Dedicated IP” is a specific IP address to send the email campaigns.
» Dedicated IP is preferred for voluminous email campaigns. It gives full control over the email sending.
» Dedicated IP can result in a better reputation but it depends on the practices followed by the email marketer.
» It is very necessary to warm up the dedicated IP address so as to establish it as a legitimate email sender.
» Dedicated IP can result in better email delivery rates when compared to shared IP addresses.

Delivery Statistics
» “Delivery statistics” is the detailed report of email marketing campaign. The report contains information like number of emails sent, number of emails delivered, number of emails opened and clicked etc.
» The delivery statistics are gathered using email marketing tracking tools. The data received are of utmost importance for the email marketers. They use this data to identify the shortcomings and to improvise their email marketing practices.