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A/B split Refers to a test in which a list is split equally and sent different emails. Through the A/B split you can determine the more successful creative, offer, image, etc.
Abandonment Abandonment can refer to an email, a website, or an online shopping cart. Aban-donment involves the customer responding by clicking through an email, navigating through a web-site, adding contents to their shopping cart and leaving without finalizing the conversion. The conver-sion can include a lead, a specific path, or sale.
Above the Fold The part of the email message or web page that is viewable without requiring the user to scroll. Content in this area is considered more valuable since it is the first thing the user sees. Fold may be affected by the users’ preview pane, monitor-size, monitor resolution, and any headers created by the users email program.
Alert Email that notifies a subscriber of a campaign or event that has urgency.
Analytics Used in marketing to refer to a technology that analyzes the performance of website, on-line marketing campaign, or offline marketing campaign. Analytics often reviews not only the metrics associated with the campaign, but the user metrics as well.
AOV (average order value) The average order value is the typical size of an order. The metric is determined by calculating the number of orders versus the total sales generated.
Application Program Interface (API) How a program (application) accesses another to transmit data. A client may have an API connection to load database information to an email vendor automati-cally and receive data back from the email.
Application Service Provider (ASP) Company that provides a Web-based service. Clients don’t have to install software on their own computers; all tasks are performed on (hosted on) the ASP’s servers.
Attachment A video, graphic, pdf or other document that accompanies and email message, but isn’t included in the body of the message. Attachments aren’t widely recommended for use with email campaigns since many ISP’s block them from being received.
Authentification An automated response that verifies an email senders address.
Autoresponder An automated email message response capability traditionally launched by trig-gers. Triggers can include subscribes, unsubscribes, abandonment, or conversion.
Benchmark Report A report used to compare key performance indicators for your campaigns.
Benchmarking Identifying accurate historical data so that new email marketing initiatives can be measured. Benchmarks can include many different responders.
Block A refusal from an ISP or email server to not send your email to the recipient. This is more prevelant in senders who have been reported to send spam or viruses. Certain content may be blocked as well if determined to be inappropriate.
Bounce A email message that hasn’t delivered immediately. There are may reasons an email mes-sage can bounce. A few include: a recipients mailbox is full, the account is closed, the account can’t be found, or it was bounced due to content.
Bounce handling Process for dealing with the bounces received. Essential for list maintenance, list integrity and delivery.
Bounce Rate Number of hard/soft bounces divided by the number of emails sent.
Brand A name, slogan, or logo associated with a company, product, or service. A brand is the per-sonification of all information connected with that company, product, or service that sets expecta-tions. In email marketing it is key to always carry a consistent brand for recognition purposes.
B-to-B Business to business marketing. Targeting company services versus individualized services.
B-to-C Business to consumer marketing. Targeting consumers in a 1 to 1 relationship.
Budget Goals set to achieve the return on investment. The budget is traditionally set prior to the fis-cal year and includes expenses as well as sales.
Call to action The link or body copy in an email message directing the customer to the action. Ac-tions may include click, download, submit, or purchase.
Campaign Campaigns refer to specific inititatives meant to convert interest to a lead or sale. Cam-paigns can include paid search, banner advertising, or print advertising.
Can-Spam Widely used term for the US law governing commercial email. A full copy can be viewed, by visiting http://www.ftc.gov/bcp/conline/pubs/buspubs/canspam.shtm
Cascading Style Sheets Cascading Style Sheets, or CSS, are a series of instructions that specify how text should appear on a Web page. You can use CSS to set styles for text, borders, and other elements.
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