Summary
Bounce rate, optin, blacklist, A/B testing…etc so many words that are part of the email marketing jargon and maybe incomprehensible to those who are new to email marketing. However, it is important to know them in order to understand the details of an email campaign and evaluate its results.
Short overview of important words in email marketing jargon
- Optout / optin : the prospects of your emails have given you their email address without knowing that they are going to receive advertising emails: this is called opt out. On the other hand, when the person gives his or her consent it is called Optin. Optin is now compulsory for the recruitment of prospects while optout is allowed for the communication with clients only.
- A prospect : a person belonging to your database.
- Deliverability: ability of an email to be delivered to the recipient. it's obviously at the heart of an emailing campaign.
- Warming up un IP: it's a technique that consists in progressively increasing the volume of emails sent from an IP to build its reputation
- A/B testing: it allows you to test two versions of the same emailing in order to determine which one best matches the campaign objectives.
- Call to action: A clickable image whose appearance encourages the reader to click in order to get to the site.
- Open rate: the opening rate allows you to evaluate the percentage of people who have opened your email. The higher it is, the more it shows that your subject line has aroused curiosity or interest.
- Click rate: the recipient clicked on the link in the message. A high click rate shows that the recipient wants to continue the relationship. This demonstrates the relevance of the content of the email.
- Conversion rate: this is the number of mails that resulted in a sale.
- Soft bounce: Soft bounce means that your email has been temporarily thrown away for various reasons. You have to be careful. A high soft bounce rate has a negative impact on deliverability.
- Hard bounce : if the domain is invalid or the recipient unknown, the message will be rejected. a high level of hard bounce means that your base needs some cleaning.
- Blacklist: if you are blacklisted it means that you are considered as spam. This is obviously not the purpose of an email campaign. You will have to find the reasons why and find solutions to stop being in your prospects’ spam box.
- Spam trap: these are dead addresses used by the recipient server to detect spammers.
- Engagement: the term engagement is most often used to refer to the consumer's propensity to interact with the brand or with a marketing element. It is often measured by the use of an engagement rate.
- Sunsetting policy : Implementing a sunset policy is about identifying your unengaged subscribers and deciding whether or not you will keep sending emails to them. By doing so you can really focus on those who really want to receive your emails and therefore improve your deliverability.
Email validation softwares: they help marketers reduce bounce rates by checking the deliverability of email addresses and ensuring the clean-up of marketing mailing lists. In a nutshell, they help keep the data clean and improve the deliverability of your campaigns and newsletters. You can try Zero Bounce or Mailfloss.
List hygiene: to keep an email list viable, you need to look after it. Removing bounced email addresses, unengaged subscribers and updating email address change requests is essential.
All these terms are to be taken into consideration when embarking on an emailing campaign. At Mailsoar, we accompany many customers every day in their emailing campaign. Creating campaigns and analysing their results are at the heart of our business. Don’t be afraid to call on our expertise.
