Navigating the world of email marketing can be complex, especially with the array of technical jargon and industry-specific terms. At TurboMail, we believe that understanding these key concepts is crucial to mastering your email marketing strategy. To help you get started, we’ve compiled this comprehensive glossary of essential email marketing terms.
1. A/B Testing
Definition: A method of comparing two versions of an email to determine which one performs better. This involves sending version A to one half of your list and version B to the other half and comparing the results.
Use Case: Testing different subject lines, email content, or design elements to see which version yields higher open or click-through rates.
2. Above the Fold
Definition: The portion of an email that is visible to the recipient without scrolling. This is typically the first impression and often includes key information and calls to action.
Use Case: Ensuring important content and CTAs are placed above the fold can improve engagement rates and drive immediate action.
3. Bounce Rate
Definition: The percentage of emails that were not successfully delivered to recipients’ inboxes. There are two types of bounces: hard bounces (permanent delivery failures) and soft bounces (temporary issues).
Use Case: Monitoring bounce rates helps maintain a clean email list and ensures high deliverability.
4. Call-to-Action (CTA)
Definition: A prompt in an email that encourages the recipient to take a specific action, such as “Buy Now,” “Read More,” or “Sign Up.”
Use Case: Effective CTAs are crucial for driving conversions and achieving your email marketing goals.
5. Click-Through Rate (CTR)
Definition: The percentage of recipients who clicked on one or more links in your email. It is calculated by dividing the number of clicks by the number of delivered emails and multiplying by 100.
Use Case: A key metric for measuring the effectiveness of your email content and design.
6. Conversion Rate
Definition: The percentage of recipients who completed the desired action, such as making a purchase or filling out a form, after clicking on a link in your email.
Use Case: Tracking conversion rates helps measure the success of your email campaigns in achieving business objectives.
7. Deliverability
Definition: The ability of an email to reach the recipient’s inbox without being blocked or filtered into the spam folder.
Use Case: Ensuring high deliverability involves following best practices for email content, authentication, and list management.
8. Email Segmentation
Definition: The practice of dividing your email list into smaller groups based on specific criteria such as demographics, behavior, or preferences.
Use Case: Enables more personalized and relevant email campaigns, leading to higher engagement rates.
9. Flows (Automations)
Definition: Automated email sequences triggered by specific actions or events, such as a welcome series for new subscribers or a follow-up after a purchase.
Use Case: Used to nurture leads, onboard new customers, or re-engage inactive subscribers with timely and relevant content.
10. Open Rate
Definition: The percentage of recipients who opened your email. It is calculated by dividing the number of opens by the number of delivered emails and multiplying by 100.
Use Case: A key indicator of the effectiveness of your subject line and the overall interest in your emails.
11. Personalization
Definition: The use of subscriber data to tailor email content to individual recipients, such as using their name, past purchase history, or preferences.
Use Case: Increases engagement by making emails more relevant and personalized to the recipient’s interests.
12. Slices
Definition: The technique of dividing a large image-based email design into smaller sections or “slices” to be uploaded and assembled in an email editor like Klaviyo.
Use Case: Ensures that image-heavy emails load properly and maintain their design integrity across different email clients.
13. Spam
Definition: Unsolicited and irrelevant emails sent in bulk. Emails can be marked as spam by recipients or filtered into spam folders by email providers.
Use Case: Avoiding spam involves adhering to best practices for email content, permission-based marketing, and list management.
14. Subscriber List
Definition: A collection of email addresses that have opted in to receive your emails. Also known as an email list or mailing list.
Use Case: Maintaining a clean and engaged subscriber list is crucial for the success of your email marketing campaigns.
15. Campaigns
Definition: One-time email messages sent to a specific segment of your email list, often related to promotions, updates, or announcements.
Use Case: Used to communicate timely and relevant information to your subscribers, driving engagement and conversions.
16. Unsubscribe Rate
Definition: The percentage of recipients who opt out of receiving future emails. It is calculated by dividing the number of unsubscribes by the number of delivered emails and multiplying by 100.
Use Case: Monitoring unsubscribe rates helps you understand how your audience is responding to your content and adjust your strategy accordingly.