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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.



Above The Fold
» “Above the Fold” is the area of the email or any web page, which the users can see without scrolling down the screen.
» The content in this area is responsible for creating the first impression in the minds of the email recipients.
» Marketers carefully design the content in the ‘above the fold’ area to provide greater engagement options to the recipients. This in turn helps to get effective results
out of the campaign.

Acceptable Spam Report Rate
» “Acceptable Spam Report Rate” is the spam compliant rate which doesn’t harms the reputation of the sender.
» Anything below 0.1 % (1 report per 1000 emails) is acceptable as a spam report rate.
» For a sender having more than 0.1 % of emails reported as spam, the service provider generates and sends a warning message notifying that the originating IP address
may be blacklisted.

Acceptance Rate
» “Acceptance Rate” is defined as the percentage of email messages that are accepted by the mail server.
» However, an email accepted by the mail server doesn’t necessarily mean that it will get into the inbox of the recipient.
» The acceptance rate is dependent on the reputation of sender based on the past sending patterns.

» “ASP” stands for Application Service Provider.
» We refer Application Service Provider as a company who provides access to the software applications via the web. Users don’t have to install the applications in their
personal computer.
» The application service providers grant access to the services through rental or usage based pricing models.

A/B Split
» “A/B Split” is a method used to test the effectiveness of email marketing campaigns.
» This method entails sending two different versions of the email campaign to the recipients of the email list. The whole email list is divided into two parts by randomly selecting the recipients.
» A/B Split Testing is a major part of the email marketing campaigns and helps to streamline the lead generation efforts in the right directions.

Auto Responder
» “Auto Responder” is an email that is generated and sent automatically to the recipients.
» Auto responders are used in different scenarios such as acknowledging the receipt of a message, for subscriber and unsubscribe options, welcome emails and for
customer service inquiries.
» Auto responders are used to communicate with prospective customers at pre-defined time intervals.

Auto Reply
» “Auto Reply” is a phenomenon in which the email subscribers get automated emails from the brands against a specific action such as signing up for a newsletter, making
an online transaction etc.
» Auto reply is an effective method for brands to communicate with their target audiences.
» The auto reply mechanism can be personalized depending upon the customer’s online activity, so as to give them more relevant information and assurance.

Acquisition Cost
» “Acquisition cost” is defined as the cost to generate a lead, a subscriber or a customer per email campaign.
» The cost is calculated by dividing the total campaign cost by the number of leads, subscribers or customers acquired.
» The acquisition cost is a prime indicator of the engagement of the email campaigns.
» Email is a great way to keep in touch with the customer. The lower the acquisition cost, the better is the email campaign performance.

» “Authentication” is a method to maintain the legitimacy of the email campaigns. Prior authentication of the campaigns is necessary in order to prevent any kind of deliverability problems.
» There are different types of email authentication such as DKIM, Domain Keys, SenderID and SPF.
» Different Internet service providers support some or all kinds of authentication.
» Email authentication is an important aspect to consider for the email marketers to protect their online reputation.