Application Service Provider - The ability to rent software applications over the Internet for a limited period of time. The software runs on servers in the data center of the service provider and can be used via the Internet using a browser or special user interface.
File attached to the e-mail.
A program that automatically answers e-mail inquiries. Frequent applications are the dispatch of product and service information, acknowledgements of receipt or absence notes.
List of email addresses that are excluded from future mailings.
The body is the actual content of an email.
Software for retrieving and displaying HTML documents on the World Wide Web (WWW).
Mails that are returned to the sender due to sending errors or for other reasons. A distinction is made between soft bounces and hard bounces.
The click-through rate (CTR) is a key figure in the field of Internet marketing, which represents the proportion of clicks on an advertising banner in relation to its overall impressions. If an advertisement is displayed a hundred times and clicked on once, the click-through rate is 1%.
Closed Loop Marketing
This term describes the closed loop that marketing communication with a user can take in the best case. By measuring action data such as openings, clicks and purchase decisions, a profile of the user is automatically created. This profile can then be accessed again during the conception of the next action, for example, in order to show the user only the content that is relevant to him/her.
Content Management System - Software with which content is created, managed and published. With a CMS, websites can be fed with current contents, and the contents of e-mail newsletters can be created in the same way.
With this procedure, the newsletter subscriber receives a written confirmation of his subscription before the first newsletter is sent, which also contains an immediate cancellation option.
Conversion tracking is the part of website analytics that measures the effectiveness with which an addressed group of people is persuaded to carry out desired actions.
Forms of the conversion rate:
Order conversion rate - the ratio of orders to visitors
Basket conversion rate - the ratio of orders to shopping baskets
Order abandonment rate - the ratio of orders to started order processes
Visitor conversion rate - the ratio of visitors to an explicit website (webpage) to visitors to the website The ratio of newsletter recipients to readers, and (based on the newsletter) to visitors (click-through rate) and to buyers (order conversion rate of the newsletter)
Customer Relationship Management - "Customer relationship management". Describes the treatment of customers from acquisition to retention as regular customers to the own company with various marketing measures.
Percentage number of clicks on hyperlinks in relation to the total number of e-mails sent in a mailing. The click rate is a good indicator of the attractiveness of the contents/offers linked to from an e-mail.
Percentage ratio between clicks on a link and the purchases made afterwards. It is therefore measured how many interested parties (clickers) "convert" to buyers. See also Conversion Rate.
Marketing measure based on information from special address databases.
Marketing measures by means of direct communication and personal individual approach to the target group.
Special registration procedure in which the subscriber must explicitly agree to be sent e-mails in a second step after registration.
Addresses that occur twice or even more in databases.
The term eMarketing covers marketing through various channels such as the Internet and mobile phones. In addition to the currently best known variant, e-mail marketing, it also includes, for example, advertising via SMS, WAP messaging or voice/text-to-speech marketing.
Technical format in which an e-mail is sent. The most common formats are text, HTML and multipart.
Communication with active or potential customers via e-mail. The fastest growing area in direct marketing.
The shipping statistics are also described as feedback analysis
Software and/or hardware to protect against unauthorized access to hosts.
engl. for "forwarding". Refers to the forwarding of received e-mails to other people.
The opposite of spam. It means desired electronic mail.
Hard bounces are all permanently undeliverable e-mails. The most common cause is that the user in question is no longer registered with the provider.
The header forms the "letterhead" of an e-mail. It contains information about sender, recipient, dispatch date and subject.
An HTML email is written in the page description language HTML, which is known from the web, so it is very similar to a website. Accordingly, HTML e-mails can also contain graphics - this gives you a clear design advantage over text-only e-mails.
Eine der Personalisierung verwandte Technik, um Textinhalte entsprechend den Empfängerprofilen anzupassen.
Weltweit eindeutige Identifikationsnummer eines Rechners im Internet.
Internet Service Provider - Dienstleister, der einen Zugang zum Internet zur Verfügung stellt.
Analysis and logging of recipient behavior by automatically tracking and counting the clicked links within an email.
In the context of list broking, a service provider (list broker) mediates between companies that are interested in sending advertising e-mails and companies that offer lists of user addresses for rent to companies that have expressed an interest in receiving advertising e-mails.
A program for reading and writing e-mails. (e.g. Microsoft Outlook, Eudora, etc.).
In email marketing, we speak of a mailing when a marketing message - e.g. a newsletter - is sent by email to a list of recipients.
Computer on the Internet, whose main task is to receive and send e-mails.
Multipurpose Internet Mail Extension - A format name that allows for the classification of attachments.
If several email formats (e.g. text and HTML) are sent simultaneously in one email, this is called multipart email. The user's mail client determines which version is displayed. Even with old or restrictively configured mail clients, at least the text version is always displayed, even if HTML cannot be displayed. This ensures that the user receives a readable mail in any case.
An e-mail in offline HTML mode contains all the information necessary to display the mail, i.e. images and style sheets. This way such mails can be read without the need to be connected to the internet during this time.
Direct, personal communication from one person to another, as in email marketing. In contrast to "one-to-many", where one person communicates undirected with many, as in poster advertising.
Actual range of an email dispatch without consideration of passive recipients who do not load images and do not click.
A special technique to send e-mails in a way that the text of the mail can vary per recipient. The text is only written once and variable data from a database is inserted per recipient.
Permission marketing is based on the fact that the recipient gives the sender permission to send advertising messages.
POR Opening rate
Predicted proportion of recipients who have opened the emailing at least once. In contrast to the open rate, which only counts opens that are captured and counted via tracking pixels, the open rate (POR) counts link clicks that cannot be assigned to an open (because the tracking pixel was not loaded). Then the open rate is extrapolated with the ratio of clicking non-openers, so the result is an extrapolation.
Measurement of actions of the recipients of a mailing beyond the regular tracking. The measurement refers to all actions that occur after a click ("post click") on a link in the e-mail, e.g. online purchases or downloads. This can be realized by a small modification of the website on which the measurement should take place.
Profiles are information that goes beyond normal address data.
Percentage of recipients of a mailing who have subsequently made a purchase (or other action, e.g. download of information material) on the website of the advertising company The purchase rate can be measured using Postclick Tracking.
The response to a direct marketing campaign received by the sender.
List of persons who no longer wish to receive advertising messages (e.g. by post or e-mail). These lists are usually maintained by neutral institutions (trade associations or similar).
Soft bounces are temporarily undeliverable e-mails that can result from an overcrowded mailbox of the recipient, for example.
Unsolicited advertising messages and information by e-mail. The official English term is "unsolicited commercial e-mail" (UCE).
Mechanism in email clients like Microsoft Outlook, Eudora and Pegasus Mail that filters out advertising mails when receiving emails.
Template in this context means the template for an e-mail with integrated personalization variables.
An e-mail in text format contains only text. Formatting (bold print, different font sizes etc.) and images are not possible. These are reserved for the HTML format.
Tracking in email marketing refers to the measurement of the reaction of users to a mailing. A large number of success-relevant parameters can be measured, e.g. opening rate, click rate, cancellation rate and - in the context of Postclick Tracking - also the purchase rate. The tracking data is prepared after the measurement in the form of a graphical report.
If the recipient of a newsletter cancels the subscription, it is called an unsubscribe. Every marketing email should contain a clearly recognizable unsubscribe link to give users the opportunity to stop further mailings at any time. This is also a principle of permission marketing.
In this context, the user-friendliness or usability of an email marketing system. Determining factors of usability are the information architecture and the user guidance.