Email Marketing Glossary

Do you know the difference between a Delivered and an Open? How about CTR vs CTOR? Have you got a single or double opt-in setup?

Find out all the jargon used in email marketing by searching through our Email Marketing Glossary.

The glossary is being updated all the time. If you think there is anything missing, please get in touch to let us know at justin@theonlineadvertisingguide.com

Please note: The below contains acronyms, abbreviations, synonyms, and terms related to email marketing.

If you’re looking for something specific, we recommend you use the search box.

 

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  • a

  • An Abandoned Cart Email is an email sent to people who started adding things to their shopping...   Learn More >
  • The measurable statistics of a website or an ad campaign (such as impressions). Typically...   Learn More >
  • A provider of website analytics such as Google Analytics.

  • b

  • Behavioural Segmentation is the process of splitting people by their activity (or lack of...   Learn More >
  • The term bounce is used in digital marketing is used in both Websites Analytics and in Email...   Learn More >
  • Bulletin is Facebook/Meta's email newsletter product.

  • c

  • A national standard in the USA for sending emails, which legislates around SPAM emails and...   Learn More >
  • Legislation around email marketing in Canada which requires express permission before emails are...   Learn More >
  • What is a Click? When it comes to online advertising, a click refers to a user clicking on an...   Learn More >
  • CTOR is the acronym for Click-To-Open Rate. It is used to calculate the percentage of people who...   Learn More >
  • Conditional Content is content on a webpage or email that only appears when certain criteria are...   Learn More >
  • What is a Conversion? Conversion is the generic term used for an action or acquisition...   Learn More >
  • The Conversion Rate (CR) of a campaign is the number of conversions achieved per click. It is...   Learn More >
  • In online advertising, a converted user is someone who has seen or clicked on an ad and...   Learn More >
  • The Conversion Rate (CR) of a campaign is the number of conversions achieved per click. It is...   Learn More >
  • A Creative Agency is a company that creates advertising on behalf of other companies. They...   Learn More >
  • CTOR is the acronym for Click-To-Open Rate. It is used to calculate the percentage of people who...   Learn More >

  • d

  • Dayparting refers to optimising by the hour of the day (splitting a day into parts).
  • A type of marketing that focuses on increasing demand for a product or service, rather than...   Learn More >
  • Demographic Segmentation refers to splitting up an audience by their demographics. This is...   Learn More >
  • A type of marketing where a letter or piece of promotional material is sent through the post...   Learn More >
  • An Opt-In process where after a user has entered their details, they have to take a further...   Learn More >

  • e

  • eCommerce refers to buying or selling goods or services online, as well as online transactions....   Learn More >
  • An online sale. A subset of conversion in general, which don't have to be sales or money related...   Learn More >
  • The conversion rate of online sales (as opposed to other types of conversions).
  • Email Bounce Rate is the percentage of emails sent which weren't delivered. In general terms -...   Learn More >
  • Often referred to as an Email Marketing List. A list of email addresses that a company gathers...   Learn More >
  • Email Marketing is the process of sending out emails en masse with a marketing message. It is...   Learn More >
  • In marketing, an Email Service Provider (or ESP) is a company that offers email marketing...   Learn More >
  • A standard set of small images that can be added to messages and posts that is used to express...   Learn More >
  • The way in which Firefox blocks all third-party cookies automatically, making analytics and...   Learn More >
  • In marketing, an Email Service Provider (or ESP) is a company that offers email marketing...   Learn More >
  • The way in which Firefox blocks all third-party cookies automatically, making analytics and...   Learn More >

  • f

  • In online advertising, frequency refers to how often an ad appears to a single user in a...   Learn More >

  • g

  • Google Analytics is one of the most commonly used providers of web statistics. It's free and...   Learn More >
  • Google Analytics is one of the most commonly used providers of web statistics. It's free and...   Learn More >

  • h

  • Hard bounces in email marketing refer to when you try to email someone, and their email address...   Learn More >

  • i

  • In email marketing, the term ‘Inactive Subscriber’ refers to someone who has chosen to continue...   Learn More >

  • l

  • The page where a person enters a website (ie the page they "land on"). In online advertising,...   Learn More >
  • Sometimes referred to as Last Touch, this is the most common type of attribution for conversions...   Learn More >
  • A potential customer, or a way to get in touch with a potential customer (eg email address,...   Learn More >
  • Lead generation (or Lead Gen) is the gathering of potential customers' contact information and...   Learn More >
  • LTV (often called Customer Lifetime Value or CLTV) is an attempt at predicting the amount of...   Learn More >
  • LinkedIn's built in email marketing platform. There are a lot of suprisingly good ones on there...   Learn More >
  • LTV (often called Customer Lifetime Value or CLTV) is an attempt at predicting the amount of...   Learn More >

  • m

  • Metrics are measurable statistics that are used in digital marketing to improve performance such...   Learn More >
  • If something is monetized that means that it has been set up so that money is earned from it....   Learn More >
  • Sometimes referred to as multi-channel attribution, this is a way of attributing conversions...   Learn More >

  • o

  • Open Rate is the percentage of people who were sent an email who opened it. It is one of the...   Learn More >
  • What does optimising mean? Optimising means making changes to improve performance. It is a...   Learn More >
  • ‘Opt-in’ or ‘Opting in’ means requiring a user to make an active, positive choice to increase...   Learn More >
  • In email marketing, an opt-out means unticking a pre-ticked box that says "I would like to...   Learn More >
  • Owned Media refers to advertising using channels an advertiser controls. This includes your own...   Learn More >

  • p

  • Phishing is a type of scam through digital communication in order to obtain personal information...   Learn More >
  • A Post-Click Conversion, or PC Conversion is when a user converts after a click. This click can...   Learn More >
  • The Post Click Window, or PC Window, is the amount of time after a user has clicked on an ad and...   Learn More >

  • r

  • What is an ROI? ROI stands for Return on Investment and means the amount of money you get back...   Learn More >
  • Revue was launched in 2015 and bought by Twitter in 2021, which then shut it down in January...   Learn More >
  • What is an ROI? ROI stands for Return on Investment and means the amount of money you get back...   Learn More >
  • A role-based address is an email address that uses a job title rather than the name of an...   Learn More >

  • s

  • A business model where users are charged a subscription fee for using software as opposed to a...   Learn More >
  • Segmentation can take place in any form of digital marketing, and simply involves breaking...   Learn More >
  • An Opt-In which only has one step. For example, entering an email address into a box and then...   Learn More >
  • In Email Marketing, Soft-Bounces refer to what are usually temporary issues – the recipient...   Learn More >
  • A business model where users are charged a subscription fee for using software as opposed to a...   Learn More >
  • Spam refers to unsolicited emails but also can be used to describe emails that use deceptive...   Learn More >
  • This is the name for a person or group of people who have voluntarily decided to become notified...   Learn More >
  • A subscription newsletter platform.

  • t

  • Cookies that are dropped onto a person's computer when visiting a website that are not from the...   Learn More >
  • Traffic in online advertising is a catch-all term for visitors to a site (the online equivalent...   Learn More >
  • The process of systematically testing for, finding and fixing problems (such as broken ads,...   Learn More >

  • u

  • The web address of a website or webpage. For example, the address of this website is...   Learn More >
  • If something is unmonetized that means that it has not been set up so that money is earned from...   Learn More >
  • When someone unsubscribes from something, it means they have decided they no longer want to...   Learn More >
  • All email marketing is required to have a working Unsubscribe link contained within it. An...   Learn More >
  • In email marketing, the unsubscribe rate means the percentage of your users who are choosing to...   Learn More >
  • UTM parameters are 5 tracking parameters you can add to the end of a URL which can be read by...   Learn More >
  • The web address of a website or webpage. For example, the address of this website is...   Learn More >
  • UTM parameters are 5 tracking parameters you can add to the end of a URL which can be read by...   Learn More >

  • w

  • An initial email to someone who has joined any type of email list (eg because they've signed up...   Learn More >

  • z

  • A company with a set of tools which link different platforms to make them easier to use (for...   Learn More >

 

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