There’s a lot more to effective email marketing campaigns than simply coming up with catchy and eye-grabbing content and hitting the send button.
Email marketing is one of the most effective marketing strategies for companies across all industries. With 64% of small businesses engaging in regular email campaigns, it should be no surprise that this form of marketing has its own best practices, guidelines, and lexicon.
There’s a reason why email marketing is a must for modern businesses – because it works. Email marketing revenue is estimated to reach almost 11 billion by the end of 2023. So, if you are in the early stages of learning how to do email marketing, you’re on your way to a budget-friendly and highly effective strategy to boost your brand’s exposure, and bottom line.
Before any marketing team can launch an effective email marketing campaign, however, it’s essential to know the terms of the trade. From the verbiage sprinkled throughout the most popular email marketing platforms to the keywords that will help you track the success rate of your campaigns, here are the terms to know and utilize as you go forward with an email marketing plan.
Top Email Marketing Terms
Autoresponder refers to an automated message or series of messages that are sent to email recipients based on certain triggers, such as submitting a “contact us” form, or making an online purchase from a company. These type of emails help to reduce your customer service team’s workload and can also serve as the first step for further engagement. For example, a well-crafted “Welcome” autoresponder email can help keep the connection going if a prospective customer signs up for email updates.
Bounce rate is the percentage of emails that have been returned by an email service. Additionally, the bounce rate is helpful to ensure that your email marketing recipient list is as strong and error-free as possible. An email bounce occurs because a subscriber’s email address either no longer exists, their inbox is full, or a server was unavailable. Therefore, keeping track of your bounce rate and modifying your email recipient list as needed is essential.
Segmentation refers to dividing a large email recipient list into smaller groups based on specified criteria. Essentially, segmentation is a core tactic for email marketers. That is because it can help increase personalization while ensuring your recipients receive messages that directly align with their interests or connections to your company. For example, you may email people about an upcoming in-person event based on geographic location. Furthermore, you may send reminder emailsto folks who haven’t made a purchase or opened prior emails in a long time.
Conversion rate is another essential statistic when it comes to email marketing, as it outlines the overall, (and more detailed success), of the emails within your campaign. For example, a 10% conversion rate for purchases from an email campaign means that one out of every ten recipients purchased based on a specific email.
The best way to track conversion rates, regardless of the desired action, such as purchasing or following your social media pages, is to create specific and distinctive URLs or website links. This way, if the only way to access a link is through a marketing email, you can directly see how many people engaged because of your email marketing. Many email marketing platforms also provide automated conversion rate tracking for each email within your campaign to make tracking your success even more manageable.
An email campaign is an all-encompassing word when it comes to email marketing. However, it traditionally refers to all promotional messages you send to your email recipients and subscribers.
There are varying components to an effective email campaign, including the following:
- welcome messages
- promotional offers
- other special event emails
Therefore, an experienced email marketing partner will help create a game plan for developing the best and most effective components of an email campaign possible.
The term email deliverability refers to the ability to deliver your messages into subscribers’ inboxes, and it’s often calculated as the percentage of emails accepted by an internet service provider without issues, such as bounces or being automatically marked as spam.
There are a number of factors that can hinder your email deliverability, such as:
- sending without custom authentication
- sending from a free domain email address
- sending without options to unsubscribe
So, before you launch your first email campaign, ensure these potential technical pitfalls have been addressed.
Call to Action (CTA)
Your call to action is arguably the most important aspect of your email marketing campaign. Additionally, it refers to what you want your email recipient to do after receiving your email. Some examples include making a purchase, following your social media pages, or posting a glowing review to an outside website. Call to action should be prevalent in your email message and unmissable (such as by adding a bold “click here” button), as your call to action is the ultimate goal of your email campaign.
Establish a Successful Email Marketing Strategy
Remember that the above list is just the tip of the iceberg when it comes to terms that you should know when launching a new email marketing initiative. Furthermore, there are hundreds of distinctive words that are sprinkled into email marketing conversations and campaigns.
If your business is new to email marketing, the best way to start is with an experienced marketing partner that can deliver measurable results. Set the stage for a robust and effective email marketing campaign for weeks, months, and years to come.
Email Marketing Campaign with ContentFirst Marketing
Uncover the best steps to making your email marketing campaigns as successful as possible. With a digital marketing specialist at your side, you can ensure that every email message you create resonates with your target audience, and grows into brand recognition, brand loyalty, and lifelong customers.
When it comes to email marketing, creating solid engagement with the people who will love your brand, your products, and your services is simply priceless.