A/B testing:
A method of testing where two versions of content with a single differing variable are compared to determine which yields better results
Accessibility:
Considering the needs of people with disabilities when products, services, and facilities are built or modified, making them usable by people of all abilities
Acquisition email:
An email sent to acquire new customers
Alt text:
A brief, written description of an image with the primary purpose of assisting individuals who are visually impaired
Behavioral data:
Refers to information about the actions a customer takes—or doesn’t take—when it comes to shopping on a website
Broken link:
A hyperlink that no longer leads to the correct website
Call to action:
An instruction that tells the customer what to do next
Click-to-open rate:
The percentage of email recipients who clicked on one or more links in an email
Complaint rate:
The percentage of complaints recipients send to mailbox providers about receiving an email
Conversion rate:
The percentage of users who clicked on a link and took a desired action, like making a purchase
Customer referral:
A word-of-mouth initiative that encourages existing customers to introduce their family, friends, and contacts to become new customers
Data:
A collection of facts or information
Demographic data:
Refers to information specific to the customer, such as age, gender identity, income, family size, occupation, education, and location
Email body:
The text in the main content of an email
Email bounce rate:
The percentage of emails sent that could not be delivered to the recipient’s inbox
Email copy:
The text in a subject line, preview text, and email
Email marketing:
The process of sending messages to a list of existing subscribers to share information, drive sales, or create community
Email marketing provider:
A company that offers email marketing or bulk email services
Email marketing report:
A collection of KPIs presented to the team and stakeholders to inform them of a campaign’s progress
Email marketing strategy:
A set of procedures that a marketer identifies and follows to achieve their desired marketing goals with email advertising
Forward rate:
The percentage of recipients who click on the “share” button to post to social media or who click the “forward” button to send to others
Google Display Network:
A group of websites, videos, and apps where ads can appear
Insight:
Information that is discovered through research or data analysis and that can be actioned upon to benefit a marketing strategy
Key performance indicators (KPIs):
Measurements used to gauge how successful a business is in its effort to reach a business or marketing goal
Lead generation:
The practice of collecting a potential customer’s email address
List growth rate:
The rate at which an email subscriber list grows
Newsletter:
An email sent to subscribers on a regular basis, containing news and informational content relevant to the company and of interest to subscribers
Marketing automation:
The practice of using software, programs, and technology to create and implement applications to automate marketing tasks
Merge tag:
(refer to personalization tag)
Metrics:
Quantifiable measurements that are used to track and assess a business objective
Open rate:
The percentage of users or customers who open an email
Personalization tag:
A code that allows the writer to insert unique user data from their mailing list into emails
PESTLE analysis:
An audit that identifies political, economic, social, technological, legal, and environmental factors that may affect a marketing strategy
Preview text:
Text next to an email’s subject line in the inbox that gives extra insight into what’s inside the email
Promotional email:
An email sent out to inform subscribers of new or existing products or services
Psychographic data:
Refers to information based on customers’ activities, interests, and opinions
Return on investment (ROI):
The ratio of money made to money spent
Quality control:
The process through which a business seeks to ensure that product quality is maintained or improved
Retention email:
An email sent to a current customer with the intent of keeping them as a customer
Return on investment (ROI):
Ratio of money made and money spent
Screen enlargement application:
Technology that helps users see content more easily by magnifying text and images on a computer or digital device screen
Screen reader:
An application that converts text, buttons, images, and other screen elements into speech or Braille
Segmentation:
The practice of dividing an email subscriber list into smaller groups based on criteria like interests, location, or purchase history
Search engine marketing (SEM):
Increasing a website’s visibility on a search engine results page through paid advertising
Segmentation:
The practice of dividing an email subscriber list into smaller groups based on criteria like interests, location, or purchase history
Segmentation:
The practice of dividing an email subscriber list into smaller groups based on criteria like interests, location, or purchase history
SMART:
A goal-setting method that can help define and measure the success of the goals of a campaign; Stands for “specific,” “measurable,” “attainable,” “relevant,” and “time-bound”
Social ads:
Paid advertisements on social media platforms targeted to social media users
Spam:
Unsolicited and unwanted junk email sent out in bulk to a broad recipient list
Stakeholders:
The people—usually within an organization—that are affected by the campaign in some way
Subject line:
The first text recipients see after the sender’s name when an email reaches their inbox
SWOT analysis:
An audit that identifies a company’s strengths, weaknesses, opportunities, and threats
Unsubscribe rate:
The percentage of email recipients who unsubscribe from a send list after opening an email
Website prompt:
A digital banner that calls on a website visitor to act in some way
Welcome email:
An email sent out to brand new customers or subscribers
Source:
Coursera – Google – From Likes to Leads: Interact with Customers Online