Understanding the rules of email marketing can sometimes make you feel like you’re trying to learn a new language, and it’s natural to feel lost. But no matter how new the terminology sound, it is important to have a clear understanding of the basics. It is important that some conditions have legal implications, while others indicate the trends and practices you want to use in your strategy.

So, instead of laughing and shaking your head at those marketing meetings, learn some commonly used words. To help you speed up, we have put together this quick glossary of important email marketing terms you need to know, as well as some of our resources that will give you a deeper knowledge. Let’s do it.

1. Acceptance rate

This is the percentage of emails approved by your recipients’ email servers and is sometimes referred to as the delivery rate. This does not mean that the email went into the inbox, it did not return.

2. Bounce rate

Speaking of bounce, the bounce rate refers to the percentage of emails that you receive that are not accepted by their email servers.

  • My Last Campaign has a frightening bounce rate. What should I do?
  • What should be my expected bounce rate?


important email marketing terms


3. Bulk email

Marketing or advertising emails can be sent to large groups of people at once. These are usually canned text emails, meaning they are not personalized to each recipient – although they can target a specific segment of your audience.

  • Targeted bulk email is preferable to regular bulk email
  • What is a bulk email sender?


Non-Request *********** and Regulation ******* of the Marketing Act 2003, which sets out guidelines that businesses must follow when sending commercial email. Under CAN-SPAM (enforced by the FTC, or the Federal Trade Commission), recipients must have a visible and operable way to subscribe to your messages, and your email, along with other terms, must be reached from the “lines”.

5. CTR

Click-through rate (CTR) is a metric that measures how many people click on an image, hyperlink, or CTA in an email.

Measuring CTR is a great way to find out how effective a particular email is. Of course, click-through rates may vary, but the indication that an email will work well is a 20-30% click-through rate. If your click-through rates are falling below this range, you may need to adjust some things and do some testing to find the ones that are most attractive to your customers.


important email marketing terms


6. Double Opt-in

A double opt-in occurs when the user signs up for an email marketing list, and then an email is sent to the user, which includes a link to confirm by clicking on the membership. The user will be officially added to the email marketing list only after the confirmation click is complete. Double opt-in can also be referred to as confirmed opt-in.

By using the double-opt-in authentication method, the chances of spam addresses in the expansion list are greatly reduced. This means that any bots that sign up for your newsletter will not be on your list, which will help you avoid spam traps and protect your sender’s reputation.

Additionally, since this is an additional step for the customer, it will increase the interest in the business or topic, which will lead to more engagement for your email marketing strategy and ultimately better results.

7. Conversion rate

The conversion rate refers to the percentage of customers who complete the desired action or become a customer, depending on your conversion goal.

To calculate your conversion rate, divide the number of signups or purchases by the number of successful email deliveries. Then, multiply it by 100.


formula to calculate conversion rate


Once you know your exchange rate, you can now compare it to Your marketing standards. If it is lower than average, you can apply different conversion rate optimization methods.

8. Opt-in

Opt-in is an inbound marketing approach through which a business seeks permission from a potential customer to send promotions or other types of content about a brand. This is also known as permission marketing and can be single opt-in or double opt-in.

9. Open rate

Email open rate is the percentage of customers who open a specific email in your total number of subscribers. Learn about email autoresponder from here.

Most people look at their email open rate to find out how successful their email marketing strategy is and if email open rate is important then no metric should determine your strategy. Instead, you should consider several criteria and consider your email marketing goals as a strategy.

Similarly, you should not only determine your email open rate by your specific industry but also see how your email open rates (or not) improve over time. You get a better understanding of how often people wait for your email. You can also find out what kind of content is most interesting to your specific audience.


important email marketing terms


10. Sender score

Using a range starting at 0 and ending at 100, the return path’s sender score is an email reputation score compiled from over 70 million inboxes from various ISPs, spam filtering, and security companies compiled from non – personal data. The sender can email. Sending practice. The sender’s score is usually calculated on average for 30 days.

The sender’s score also indicates the sender’s total email reputation, but they are not identical. Therefore, if the sender has a high sender score, it may indicate that most of the sender’s transaction and marketing emails are inboxes. But, if the sender’s score is really low, it is likely that their email campaigns will often have high bounce rates, high block rates, and low open rates.

11. Multivariate testing

Multivariate testing is a way of testing different variables in an email to find out what works best. Different audiences respond better to different images, colors, copies, fonts, offers, etc., so marketers use this to see which combination is right to reach the end goal.

It is important not to confuse multivariate testing with A/B testing. A/B testing is a strategy that tests only one variable, whereas multivariate testing has multiple variables.

12. Spam

Spam email is a large amount of unsolicited and junk email sent indiscriminately to a list of recipients. Usually, spam is sent for commercial purposes. It can be sent in bulk through botnets and networks of infected computers. 

Hope! You find this information helpful. Don’t forget to share and leave your comment. Thank You


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