Algorithms are important in marketing as marketers are constantly trying to optimize their content, advertisements, and webpages for the algorithm to present them as often as possible to as many users as possible.
Anchor text is the clickable, colored (usually blue) text that indicates a hyperlink. Anchor text is important for search engines and algorithms because it provides relevant information about where the link leads. Anchor text is changed using the HTML or CSS code.
Anti-spam laws are laws designed to protect consumers from getting unsolicited and unwanted commercial emails. Anti-spam laws vary significantly across countries, but many countries have similar protections. In the United States, the CAN-SPAM Act (Controlling the Assault of Non-Solicited Pornography and Marketing) was passed in 2003. In 2018, the General Data Protection Regulation took effect in the European Union, creating new standards for data privacy and personal data that can affect email marketing.
An autoresponder is a message that is automatically sent after someone subscribes to an email list. It's typically a single message and most often refers to an email sent after someone subscribes to an email list, it is possible to trigger an autoresponder based on other user actions.
B2B (Business to Business) is when a business buys or sells to another business, rather than an individual consumer (Business to Consumer / B2C). B2B businesses target other businesses to sell their product or service to. Examples of B2B businesses are food supply companies, electronic component manufacturers, and logistics companies.
B2C (Business to Consumer) is when a business targets an individual consumer to sell to (rather than another business). B2C businesses sell products directly to the consumer. Examples of B2C businesses are clothing stores, supermarkets, and department stores.
A blog is a regularly updated website where a writer or a group of writers shares their views on a certain topic. Blogs can be run by individuals, small groups, or organizations. Blog content is published in the form of posts or articles.
Branding is the process creating a distinct style of a company or series of related products. Branding includes the development of a name, image, logo, style, reputation, and voice. The goal of branding is to create easily identifiable products, so that consumers purchase the branded products more frequently than products produced by a brand's competitors.
A bulk email is an email that is sent to a large group of recipients at once and are usually used in marketing campaigns to promote a business or product. Unlike spam, bulk emails are sent to people who have signed up to receive marketing messages from a company.
A call to action (or CTA) refers to the phrase or button that a marketer presents to potential customers. The goal is to nudge people towards a specific action that is valuable to the marketiner – like signing up for an email list, downloading content, or making a purchase and the best calls to action are personalized to the target customer.
In marketing, a campaign describes a series of marketing tactics designed to achieve an overall goal and it can run through a variety of channels. In online marketing, individual email marketing messages are sometimes referred to as campaigns.
CAN-SPAM is an acronym for Controlling the Assault of Non-Solicited Pornography And Marketing and it's a law created in 2003 that establishes the rules for commercial email and messaging, gives people the legal right to have a company stop emailing them, and states the penalties for those to break the law.
Click bait is content that intentionally exaggerates or dramatizes a topic in order to encourage visitors to click on a link to a web page and it generally captures users using flashy, sensationalist headlines designed to get clicks generate online advertising revenue.
Content marketing is a form of marketing that involves creating, publishing, and sharing content. Content marketing focuses on lead generation, brand awareness, community building, and audience engagement, and it can include blogs, ebooks, social media marketing, video, branded publications, and other forms of content.
Content promotion is the process of getting your content in front of your target audience. Content promotion can include sharing content via email, social media, paid advertising, content syndication, backlinks, and influencer marketing.
A double opt-in is a process where subscribers to an email list must verify their interest in signing up before being sent emails, where subscribers submit a form and receive a confirmation email. Only once the confirmation email is received and clicked does the subscriber start receiving messages. Double opt-in does have some benefits, such as better engagement and open rates.
A drip campaign is a series of marketing emails sent out on an automated schedule to nurture leads through a triggered marketing or sales funnel. Drip campaigns are a series of emails sent out on a specific timeline that could include email automation, autoresponders, lifecycle emails and sales emails. Emails are created in advance and then sent with marketing automation.
Email automation is a marketing technique that lets businesses schedule and trigger emails based on date, characteristics of their subscribers, or the behavior their subscribers take. Triggering an email based on a form submission, action on a website, or interaction with an app means that the email can arrive at precisely the right time – and include personalized information that makes it more valuable to the reader.
An email blast is a single email sent out to a large group of recipients all at once where all recipients receive the same email.
An email blocklist is a list of blocked emails, domains, or IP addresses that are suspected of sending spam or malicious content. Blocklists are real-time databases meant to protect users and lower the mass of spam emails sent daily. There are multiple public blocklists, and they can be created by an email provider or an email user.
An email campaign is one email (or a series of email) sent to achieve a specific goal for the marketer and includes a call-to-action (CTA) designed to move the reader closer to a point of conversion – whether conversion means becoming a lead, becoming a customer, or becoming a repeat customer.
Email deployment is the sending of emails to a list of subscribers using an email deployment platform or program. Email delivery then describes whether the email was delivered successfully to the receiving inbox's server.
Email leads are people whose email address you’ve collected through an opt-in form (with their permission). Marketers often collect email leads with the goal of later converting those leads into paying customers. Email leads are often the first point of conversion in a customer journey.
Email list fatigue occurs when subscribers stop engaging with your email marketing campaigns and it occurs for some reasons, example: send email too frequently which burns out your list, emails are not relevant enough to the audience on your list, a subscriber that was once part of your target audience has a change in their own life, and engages less frequently.
Email marketing is a form of direct marketing that uses emails to promote business and to create relationships with potential customers by sending emails to a mailing list. Email marketing has risen to popularity because of the control and cost effectiveness it gives marketers. Whereas other marketing channels, like social media and search engine marketing, are controlled by algorithms from major tech companies, email marketing gives you access to a list of people who have explicitly stated that they're interested in your business.
An email marketing template is a pre-built HTML email template that can make it easier to create emails because they allow the creator of an email to avoid writing HTML code. When using a pre-built HTML template, the email creator only needs to replace images, copy, links, and other media.
Email newsletters are regularly scheduled emails sent to email list subscribers and its content can include tips, news, stories, articles, or educational content. The purpose of email newsletters is to keep subscribers informed and engaged, with a general goal of building a relationship.
An email safelist is a list of "approved" or "safe" email senders. Once an email address is safelisted, messages from that sender will not appear in the spam folder and will remain in your inbox. Safelists are valuable tools for deliverability, as you can prompt your subscribers to add your email address to their whitelist, ensuring that your emails reach the intended inbox and do not get routed into a spam, junk, or promotions folder.
An email service provider (ESP) allows users to send email campaigns to a list of subscribers and are technology companies that make it easier for people to build email lists and send emails. As email marketing has become a more popular marketing channel, more email service providers have sprung up to provide differentiated services.
Email Spam is an e-mail that the recipient has not authorized to receive, therefore unsolicited, in which the recipient has no tools to be able to remove himself, the sender is unknown or does not match what is indicated in the email and the email has been sent in block.
An email workflow is a series of automated emails that are triggered by specific actions or behavior. Email workflows (also called workflow automations) are used in many situations such as onboarding, transactional messages, event follow up, and lead nurturing.
Inbound marketing is a business technique for attracting customers to a brand’s products and services by creating valuable content and tailored experiences that solve problems they already have. It is about creating content that makes a positive impact in people’s lives and builds a platform of trust and expertise.
Integrated campaigns combine multiple channels such as content, email, display advertising and social media in order to promote a consistent message to a specific audience. The primary purpose of integrated campaigns is to convert viewers into customers.
Interactive content marketing is the practice of using content that requires action from users. Interactive content involves having users click or...
A landing page is a stand-alone web page created about a specific topic to acquire a lead’s contact info through opt-in forms and gated content and they are designed to funnel traffic toward a specific action. They are often optimized for conversions. This means that they have prominent opt-in forms and lack the typical website navigation.
Lead generation is the process of converting prospects into a lead based on the interest they show in your business. Lead generation methods can be linked to advertising, but may also include non-paid sources such as organic search engine results or referrals from existing customers.
List cleaning is the practice of removing unengaged or outdated emails from your email marketing database and it can improve overall email deliverability in the long term. List hygiene is the regular practice of cleaning your email list so unengaged subscribers are unsubscribed from the email list.
Email list hygiene is the practice of keeping email list full of engaged, active contacts and it includes cleaning out old and unengaged contacts, adding contacts that are engaged and opted-in, and adding contacts from reliable sources. Email hygiene is important for sending reputation and deliverability.
Marketing automation is the use of software and technology to automate repetitive, manual marketing activities. It's often used for activities like email, advertising, and social media posts. Marketing automation providers, at the most basic level, let you schedule a series of emails in order.
Mass email marketing refers to sending one email message to a large group or list of contacts. It's useful for information that is relevant to large numbers of contacts. Modern marketers have started to move away from mass email marketing in favor of a more segmented, personalized approach to email.
To opt out refers to the different ways a contact can unsubscribe or voluntarily remove themselves from an email list. Opting out usually refers to email marketing, and the majority of marketing emails will include an "unsubscribe" or "opt out" button in the footer that links to a confirmation page and removes your email address from the list the email was sent to.
Opt-in email lists are lists of contacts that have willingly given you their email address, with the knowledge that they would be added to your list and receive emails from you. Contacts usually opt in to email lists using an online subscription form. Contacts can opt in to your lists in other ways as well, including purchases, gated content, webinars, contests & giveaways, and social media pages
Opt-in marketing is a type of permission based marketing that involves using an opt-in process to confirm email addresses. Opt-in marketing enables ongoing communication of information and offers to contacts who would like to receive content from you. Opt-in marketing results in an opt-in email list of contacts who have willingly given you their email address, with the knowledge they will be contacted by you in the future.
Permission email marketing is marketing focused on getting permission to contact prospects at a later date with information, promotions, and offers. Permission is given when a contact fills out an opt-in form, makes a purchase, or willingly gives their consent to be added to your email list.
A promotional email is an email sent to inform the email list of your new or existing products or services. The goals of a promotional email include speeding up the buying process, creating new or repeat customers, or encouraging contacts to take some type of action. Conversions are typically purchases, but can also be downloads, scheduling a call, registering for an event, or some other action.
A recipient is a contact that has opted-in to receive emails as part of a mailing list. The emails a recipient receives can be from a business, individual, religious organization, charity, or other entity. Recipients should only receive emails from parties which they had given consent to.
Retargeting or remarketing is a form of online advertising that serves your ads to people who are already on your contact list or have already visited your website. Marketers often use retargeting as a way to re-engage people who were good candidates to become customers, but did not ultimately convert into paying customers.
Segmentation is the act of grouping your contacts by their characteristics or the actions they take. Segmentation lets you personalize your messages, so that each contact gets the information that is most relevant to their needs. You can segment and refine your contacts in lists, tags, or customfields.
A subject line is the headline of an email, the copy that appears in a recipient's email inbox. An email subject line, along with a sender name, is a first impression – and often a key factor in affecting email open rates. Email subject lines can be personalized by using personalization tags based on the data contained in your email service provider's platform.
A transactional email is a type of email that is triggered by an action on a website or mobile application – usually a purchase. Transactional emails are confirmations of the action and include purchase receipts, order confirmations, password resets, download links, appointment confirmations, and welcome emails to new subscribers.
Unsubscribe or 'opt-out' means that a contact has expressed their desire to be removed from an email list. When emails are no longer relevant or important to a contact, they can unsubscribe to cancel their subscription to the list or service. In some countries, the law requires all emails sent to a mailing list to include an unsubscribe button.
Viral email marketing is a method of email marketing with the goal of getting content spread quickly across many different channels. Viral email marketing relies on forwarding, sharing, and referrals to quickly and exponentially spread content to as many people as possible.