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A - Z Email Marketing Explained

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Ad Tracking

A way to identify where your subscribers are opting-in based on a tracking code you give each site or advertising campaign.


Application Service Provider (ASP)

A company that provides a web-based service. Clients would login to an account via the Internet rather than install software on their own computer or server. ProSender Communications, Inc. is an ASP.


Autoresponder List Name

This is the name you give a particular list or campaign in your autoresponder account. It allows you to identify a list when you are running multiple lists in one account. In your ProSender account the list name also serves as the first part of your autoresponder email address. Example: listname@aweber.com.

Bandwidth

The amount of data that can be passed along an internet connection in a given period of time.

Blacklist

A list developed or maintained by people or companies accepting email that will reject said email based on domains or IP address. You are placed on a blacklist when your email is no longer welcome based on previous email sent.

Block

When an ISP refuses to accept your email at the server level or by not sending your message to its desired recipient. Typically an ISP will block your email based on previous spam or viruses that you might have sent in the past.

Bounce

A message that is rejected and sent back to the sender. Emails will bounce for numerous reasons including hard bounce and soft bounce.


Bounce Handling

The process of dealing with emails that are returned to sender in a similar way that postal mail is returned if a person moves. Proper bounce handling needs to be in place so you don't continue to email someone whose email address is no longer valid or accepting your email.


Broadcast

Is a way to send a message to all or parts of your list of subscribers without interrupting a message sequence that might already be going out. Typically a broadcast is used to deliver newsletters, ezines and anything else that should only go out one time based on when the sender decides it is appropriate.

Browser (Internet Browser)

A software application that allows its user to display web pages by converting HTML documents to its graphical form. An example of this would be Mozilla Firefox or Internet Explorer.

CAN-SPAM

A federal law that regulates commercial email. The law can be defined in four parts: 1) It bans false or misleading header information. 2) It prohibits deceptive subject lines. 3) It requires that your email give recipients an opt-out method. 4) It requires that commercial email be identified as an advertisement and include the sender's valid physical postal address. http://www.ftc.gov/bcp/conline/pubs/buspubs/canspam.htm

Click-Thru Rate (CTR)

A federal law that regulates commercial email. The law can be defined in four parts: 1) It bans false or misleading header information. 2) It prohibits deceptive subject lines. 3) It requires that your email give recipients an opt-out method. 4) It requires that commercial email be identified as an advertisement and include the sender's valid physical postal address. http://www.ftc.gov/bcp/conline/pubs/buspubs/canspam.htm

Co-registration

A process of collecting subscribers by co-advertising along with another person or company collecting opt-in subscribers. When the subscriber opts-in to receive their information they are given the choice to subscribe to your information as well. Co-registration services are not an approved method of generating new opt-in subscribers.

Confirmed Opt-in

Also known as "Verified Opt-in". The recipient has verifiably confirmed permission for the address to be included on the specific mailing list, by confirming (responding to) the list subscription request verification. This is the standard practice for all Internet mailing lists, it ensures users are properly subscribed from a working address and with the address owner's consent. This is sometimes incorrectly referred to as "Double Opt-in". Example scenario: A visitor to your website types their email address in an opt-in form. The visitor is sent an email with a unique unguessable token, often in the form of a website link. The visitor must click on the unique link in that email message to verify their subscription request before being sent any marketing material. This verifies the owner of the email address attempting to be subscribed is indeed the person that typed it into the website form. Reference: http://www.spamhaus.org/mailinglists.html

Cookie

A packet of information stored in a web browser after visiting a web site. The information contained in the cookie is sent back to the website by the browser after each visit.

CPA (Cost per Acquisition)

The amount paid to have someone take a particular action. Example: I paid $100 for an advertising campaign which drew 2 new customers who purchase my product. My CPA was $50.

CPC (Cost per Click)

The amount paid to have someone click on your link to visit your website or a particular landing page.

CPM (Cost per Thousand)

The amount of money it costs to reach a thousand people.

Double Opt-In

Wording used usually by spammers to imply the recipient has "opted-in twice". The first time, says the spammer, was when the address was obtained and "opted-in" by the spammer without the recipient's consent, the second time was when the recipient failed to opt-out after receiving spam. Reference: http://www.spamhaus.org/mailinglists.html The correct method for securing a mailing list is by the usage of Confirmed Opt-In also called Verified Opt-In.

Email filter

to the recipients Inbox. Filters can be set up to sort based on IP address, sender or the increasingly popular content. Typically a filter can be controlled by the end user but filters are also in place at the server level as well.

Follow-up Email

An email that is sent automatically after the autoresponder is sent. Usually an entire sequence of follow up messages is set up and will be delivered at intervals you choose.

Hard Bounce

An email bounced because the recipients email account is closed or invalid.

Hyperlink

A website address placed into a message that is clickable by the recipient.

Inbox

The box in your subscribers email program where you want all your email delivered each and every time. This is the goal of anyone sending opt-in email.

Interval

The box in your subscribers email program where you want all your email delivered each and every time. This is the goal of anyone sending opt-in email.

IP Address

"Internet Protocol" A unique number assigned to machines that connect to the Internet. These numbers can be either Static, meaning they stay the same or Dynamic, meaning they change.

ISP

"Internet Service Provider" This business offers you access to the Internet.

Landing Page

A Web page often geared specifically for an offer in an email. When the subscriber clicks to visit the page they don't have to read your entire site to find your offer, the landing page contains all the information they need and gives them a method to take action.

Line Length

When creating your email message it's best to keep your line lengths to a specific width. Keeping a proper format makes your email easier to read. Typical line length is between 60 and 65 characters wide.

List Campaign

The list in your account is the storage of a particular sequence of messages along with a set database of subscribers that receive that sequence. Typically the list will also include its own broadcast feature so you can send messages to this list separate from all others.

MTA

"Mail Transfer Agent" A computer program that transfers email from one computer to another.

Multi-part MIME

The process of sending both a plain text message and HTML message together. When an email client receives the message it will display the HTML version first, then default to the plain text version if the email client is not HTML compatible. Some email clients are also able to manually set a preference of which type of email they would like to read.

Open Rate

When sending an HTML email it's possible to track the number of times the email has been opened, known as open rate. Open rate can not be tracked when sending plain text emails.

Personalization

Sending an email that contains the recipients personal information making it look the email was sent to only them. The most common personalization is by using the recipients name to open the email however, far more personalization variables are available.

Phishing

Identity theft where someone fraudulently attempts to scam other person into providing passwords, credit card information or bank information. These emails are often sent looking like they come from a major bank and asks the user to click on a spoofed link to provide sensitive information. U.S. Senator Patrick Leahy introduced the "Anti-Phishing Act of 2005" http://leahy.senate.gov/press/200503/030105.html

Plain Text Format

An email written in only text with no formatting of any kind. Often the best format to send for highest email inbox deliverability.

POP

"Post Office Protocol" a protocol used to get email from a remote server to a local email client over a TCP/IP connection.

Postmaster

The administrator of a mail server. Any domain that supports SMTP protocol is required to have a valid postmaster email address, postmaster@example.com.

Reverse DNS

The process of looking up an IP address to determine the Domain or Host name.

ROI (Return on Investment)

The amount of gain or loss on a particular investment. If you invest $100 to make a $1000 you have a positive ROI.

RSS Marketing

"Real Simple Syndication" through XML file formats information can be passed to readers who subscribe to receive their information. The XML files are read by News Aggregators that subscribers have installed on their computer.

Sender ID

Anti-spam program joining Sender Policy Framework and Caller ID being used predominantly by Microsoft Corporation. A process to authenticate email senders and block non-legitimate senders. line text or message content to increase response rates.

Signature File

The last few lines at the end of an email. Typically it will include the senders name and contact information. The signature can also include links back to websites or short blurbs about the offer or company itself.

SMTP

"Simple Mail Transfer Protocol" The standard for email sending across the Internet.

Soft Bounce

An email is bounced but not because the recipient is invalid but because of an temporary issue. Typically this is a server issue that needs to be resolved or simply the email recipient has a full mailbox.

Spam

Unsolicited commercial email. This has come to mean any email sent to another person that they didn't specifically request to receive.

Spamcop

A spam reporting and black list service.

SPF

"Sender Policy Framework" Helps prevent spammers from sending spam under a forged name. http://spf.pobox.com/howworks.html

Thank-you page

The redirect page a person is taken to after they submit their information to your form. Typically this page thanks the subscriber and tells them what to do next.

Unique Click

Being able to track when someone visits a website URL. Only one visit is tracked even if the person visits the website multiple times.


Verified Opt-in
The recipient has verifiably confirmed permission for the address to be included on the specific mailing list, by confirming (responding to) the list subscription request verification. This is the standard practice for all Internet mailing lists, it ensures users are properly subscribed from a working address and with the address owner's consent. This is sometimes incorrectly referred to as "Double Opt-in". Example scenario: A visitor to your website types their email address in an opt-in form. The visitor is sent an email with a unique unguessable token, often in the form of a website link. The visitor must click on the unique link in that email message to verify their subscription request before being sent any marketing material. This verifies the owner of the email address attempting to be subscribed is indeed the person that typed it into the website form. Reference: http://www.spamhaus.org/mailinglists.html

Web form

A form located on a web page making it possible for someone to fill it out and begin the opt-in subscription process.

Whitelist

A list of approved domains or IP address deemed okay to accept email from based on previous contact or reputation. Typically these are held by ISPs or an email service provider also known as approved sender list.

 

 
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Article details
Article ID: 59
Category: Knowledgebase
Date added: 2013-01-18 16:46:50
Views: 582
Rating (Votes): Article rated 3.2/5.0 (48)

 
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