Email Marketing Terms

Term
Definition
Blacklist
This is a list that organizations put together of IP addresses that belong to certain organizations or people who send numerous SPAM e-mails.
Click through rate
This is a percentage of clicks your recipients actually click on a link you send them in the e-mail.
Conversion rate
When sending out an e-mail, there is usually a desired action you are asking your recipients to do. The conversion rate is the percentage of people who actually do the task asked compared to the people who do not.
Opt-in
The recipient of the e-mail has given permission (i.e. opting-in) before you send the e-mail.
Double opt-in
Double opt-in is the action of someone who opts-in for your e-mail, and is then asked one more time to confirm they are opting in.
E-mail Service Provider
These providers are equipped to help you send out mass amounts of e-mails with a single click. They usually will also have templates for you to pick from to help you design the layout of your e-mail.
Hard bounce
A hard bounce is when you send an e-mail to an address that no longer exists.
Soft bounce
This is what happens when you send an e-mail, but the e-mail is sent back due to an inbox being too full. You can send these messages later on if need be.
Open Rate
This is the percentage of people who actually open the e-mail. It is counted by an invisible image that is inside the message. A downside to this metric is that if a person is blocking your images they won’t be counted in the rate.
Unsubscribe
This is a link that allows your recipients to opt-out of your e-mail list without reporting you as SPAM. 
SPAM
SPAM is considered anything that is sent to you that is unsolicited. Because SPAM became so popular in the early 90’s, there are now laws against SPAM and there are more strict filtering techniques used by e-mail clients.

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