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20 Jargon Of Email Marketing

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E-mail marketing is neither as difficult as rocket science nor is it as easy as cake walk. However, for a newbie, it might be confusing and the person can be easily lost in the multiple do’s and don’t’s that a good e-marketing strategy demands. Also, it is important for professionals to be up to date with the latest terminology and jargon of their profession.

The literal meaning of Jargon is ‘special words or expressions used by a profession or group that are difficult for others to understand.’  E-mail marketing has a certain jargon as well, which will help you expand your marketing vocabulary and cope up with the ever-changing laws that will ensure that you do your job well and with the utmost expertise. Talking the talk is important, just as walking the walk is.

Here are some terms that you need to know while running your e-mail campaign:

1. Abandonment:

This refers to a situation when a recipient responds to your e-mails by clicking on the provided link, navigating through the website, selecting the required products and leaving without finalizing them.

2. Above The Fold:

This refers to that part of an e-mail or website that is visible without scrolling by the user.

3. Acceptable Spam Report Rate:

This is the maximum rate at which you can be reported as spam without harming your reputation as a sender. The acceptance rate is 0.1% (1 spam per thousand e-mails). If a sender exceeds this rate, he/she gets a warning.

4. Application Program Interface:

The interface which allows an application or program to access another in order to transmit data.

5. Blacklist:

It is a list that denotes IP addresses as spammer addresses. This hinders the deliverability of e- mails.

6. Bounce Rate:

This is the rate at which your e-mails are not delivered. A bounce rate up to 5% is acceptable. There are two types of bounce rates:

Soft Bounce Rate- When the delivery of an e-mail fails due to a temporary issue such as a full inbox or unavailable server.

Hard Bounce Rate- This is when the delivery of an e-mail fails due to a permanent reason, such as a non-existent or blocked e-mail address.

7. Bulk Mail:

When e-mail marketing is done on a large scale, the sender sends an e-mail which is delivered to a large number of recipients.

8. CPM (Cost Per Thousand):

This is the cost given per thousand names on your rental list. If a list is priced at $300 CPM, it would mean that the owner charges $0.3 per name.

9. CTR (Click Through Rate):

The percentage of recipients that click on the URL provided in your e-mail is referred to as Click Through Rate. The percentage is usually calculated by dividing the number of unique clicks by the number of times the webpage was opened.

10. Clicks Per Delivered:

The number of clicks received by a particular e-mail address divided by number of e-mails sent to that particular inbox.

11. Click Per Open:

This is measured by dividing the number of clicks by the number of times the e-mail is opened. This is different from Click Through Rate as CTR involves division of ‘unique’ clicks by number of opens.

12. Conversion Rate:

When a recipient performs a desired action based on the e-mail received. It can be either a sale, lead or even a download. This is measured in percentage and is a prominent measure of your campaign’s success.

13. Filtering:

This is a technique of blocking e-mails on the basis of the content they hold. This is usually done by observing the ‘from:’, ‘subject:’ or body of an e-mail. This occurs on a per e-mail basis and the software searches for some keywords and other indicators which mark the e-mail as potential spam.

14. Whitelist:

This is the complete opposite of a Blacklist. Instead of including e-mail addresses to be blocked, a Whitelist consists of e-mail addresses that have been allowed to send e-mails even after undergoing blocking measures.  ISPs usually maintain both a Blacklist as well a Whitelist.

15. False Positive:

This refers to a situation when a legitimate permitted e-mail address is marked as spam or incorrectly filtered.

16. E-mail Campaign:

An e-mail or series of lead nurturing e-mails sent to accomplish a particular marketing goal.

17. Cost Per Acquisition:

This is an e-mail marketing return on investment model in which a return is based solely on the qualifying actions such as registrations, sales or leads. The actions are then measured against the associated costs.

18. Double Opt – In:

It is a process by which a customer receives a confirmation, via e-mail, of their opt-in request.

19. Single Opt – In:

This is used to obtain e-mail addresses and gain permission to send e-mails. You invite customers and visitors to subscribe to your e-mail.

20. Opt – Out / Unsubscribe:

To opt-out or unsubscribe from an e-mail list is to choose not to receive any further e-mails from that sender.


  • Email-Marketing

  • Digital-Marketing

  • There are 3 comments

    • 5 years ago

      Siva Krishna Kota   /   Reply

      Very informative post Arushi. These terms and their meanings really help in having a well planned email marketing/campaign.

    • 5 years ago

      Smita   /   Reply

      Very interesting jargons which I have never heard of and got to know from this article. Very crisp and informative article Arushi, loved reading it.

    • 5 years ago

      Indrajit Goswami   /   Reply

      Good text. It is informative. Can anyone highlight about jargon to be avoided in the content used for e-mail marketing?

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