CCT356 - Chapter 16
Key performance indicator (KPI)
A metric that shows whether an objective is being achieved. open right clickthrough rate roi # of shares # of emails forwarded
Call to action (CTA)
A phrase written to motivate the reader to take action (sign up for our newsletter, book car hire today, and so on).
Simple Mail Transfer Protocol (SMTP)
A protocol for sending messages from one server to another.
Customer relationship management (CRM)
A strategy for managing a company's interactions with clients and potential clients. It often makes use of technology to automate the sales, marketing, customer service and technical processes of an organization.
Open rate
The percentage of emails determined as opened out of the total number of emails sent.
White list
A list of accepted email addresses that an ISP, a subscriber or other email service provider allows to deliver messages regardless of spam filter settings.
Opt-out
Also known as unsubscribe. The act of removing oneself from a list or lists so that speci ed information is no longer received via email.
House list
An email database a company generates itself without purchasing or renting names.
Sender policy framework (SPF)
An extension of SMTP that stops email spammers from forging the 'From' fields in an email.
Spam
Email sent to someone who has not requested or given authorization to receive it - EVIL!
Opt-in
Giving permission for emails to be sent to you.
Database
In email marketing, the database is the list of prospects to which emails are sent.
Hard bounce
The failed delivery of email communication due to an undeviating reason like a non-existent address.
Double opt-in
The act of getting subscribers to con rm their initial subscription via a follow-up email asking them to validate their address and hence opt-in again.
Soft bounce
The failed delivery of an email due to a deviating reason like an overloaded email inbox or a server failure.
Clickthrough Rate
The total clicks on a link divided by the number of times that link was shown, expressed as a percentage.
Unique forwarders
This refers to the number of individuals who forwarded a specific email on.
