Email Marketing Glossary

A

1. A/B Testing

It is a way to compare different versions of an email (e.g., different subject lines, copy, or designs) to determine which one performs better.

2. Automation

The process of sending emails to your subscribers using automated workflows that are triggered by user behaviour, actions or triggers.(e.g., welcome emails, follow-ups).

B

1. Bounce Rate

The percentage of emails that failed to reach recipients' inboxes. A high bounce rate could signal issues with list quality or email validation.

• Hard Bounce: An email that is permanently undeliverable (e.g., invalid email address).
• Soft Bounce: A temporary issue with the email delivery (e.g., inbox full or server unavailable)

C

1. Click-Through Rate (CTR)

It refers to the percentage of recipients who click on a link or call to action (CTA) within an email.

2. Click-to-Open Rate (CTOR)

Click-to-Open Rate (CTOR) measures the percentage of people who clicked on a link in your email after opening it. It helps you understand how engaging your email content is.

3. Conversion Rate

The percentage of people who take a desired action after opening your email. This could be clicking a link, making a purchase, or signing up for something.

D

1. Drip Campaign

A series of automated emails sent out over a period of time to nurture leads or guide a customer through a funnel (e.g., welcome series, onboarding sequence).

E

1. Email List Segmentation

The practice of dividing an email list into smaller, targeted segments based on specific criteria (e.g., demographics, purchase behavior, or engagement) to send more personalized and relevant content.

2. Engagement Rate

The engagement rate in email marketing refers to how much your recipients interact with your emails. It is usually measured by looking at actions like opens, clicks, replies, or other interactions with the content of the email. A higher engagement rate means your emails are interesting or valuable to the audience.

I

Inactivity

Inactivity refers to when a subscriber stops engaging with your emails. This could mean they no longer open, click, or interact with your messages over a certain period. Inactive subscribers may be a sign that your content isn't resonating with them or that they are no longer interested in your emails

K

Key Performance Indicators (KPIs)

Metrics that help measure the success of an email marketing campaign, such as open rate, CTR, and conversion rate.

L

List Hygiene

The process of regularly cleaning and maintaining an email list to remove invalid, inactive, or unengaged contacts to improve deliverability and engagement.

Lead Magnet

A valuable incentive (e.g., a free e-book, discount, webinar access) offered in exchange for a recipient's contact information, often used to grow email lists. The best lead magnet is placing forms on your website and social media handles. Try Gofraze forms for free. No credit card required.

M

Mobile Optimization

Mobile optimization in email marketing refers to designing and formatting your emails so they look good and are easy to read on mobile devices. This includes using responsive designs, larger text, easy-to-click buttons, and images that load properly on smaller screens. The goal is to ensure that your email content is accessible and engaging for users on smartphones and tablets.

O

Open Rate

The open rate refrs to the percentage of people who open an email out of the total number of recipients who received it. It's a measure of how effective your subject line and pre-header text are in getting people to click and open the email.

For example, if you send an email to 100 people and 25 of them open it, your open rate is 25%

S

Subject Line

The heading or title of an email, which is the first thing recipients see and can significantly impact the open rate.

U

Unsubscribe Rate

The percentage of recipients who opt out of receiving further emails from a sender after receiving an email.