A

ASP

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.

 

Attachment

File attachment of an email. Allowing a file attachment can be activated or deactivated in the configuration tab of the eMailing template under ‘Allow file attachments’.

 

Autoresponder

A program that automatically answers e-mail inquiries. Frequent applications are the dispatch of product and service information, acknowledgements of receipt or absence notes.

 

Auto-submit form

An auto-submit form is mainly used for profile manipulation and can trigger eMailings. As it is not visible to the recipient, it can also be stored as a link in an e-mail or a website. A form can be used as an auto-submit form if the unique criteria of the form is the profile ID and the display of the fields used is set to hidden input.

 

B

Blacklist

List of email addresses that are excluded from sending campaigns if the check in the group or client-wide blacklist is activated in the eMailing template in the Configuration tab.

 

Browser

Software for retrieving and displaying HTML documents on the World Wide Web (WWW).

 

Bounces

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.

Soft bounce
A soft bounce indicates a temporary problem, such as no available storage space in the e-mail account.

Hard bounce
A hard bounce indicates a permanent problem, such as an incorrect email address.

 

C

Click-through rate

The click-through rate (CTR) indicates the percentage of email recipients who have clicked on a newsletter link. If a newsletter is sent to 100 recipients and the link is clicked five times, the CTR is 5%.

 

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.

 

CMS

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.

 

Confirmed Opt-In

Registration procedure in which the recipient receives a confirmation email with the option to unsubscribe after registration. In Germany and the EU, the registration procedure known as double opt-in is considered legally compliant.

 

Conversion

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)

 

CRM

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.

 

Click rate

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.

 

Conversion rate

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.

 

D

Database marketing

Marketing measure based on information from special address databases.

 

Direct marketing

Marketing measures by means of direct communication and personal individual approach to the target group.

 

Double opt-in

Special registration procedure in which the subscriber must explicitly agree to be sent e-mails in a second step after registration.

 

Duplicates

Addresses that occur twice or even more in databases.

 

E

eMarketing

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.

 

eMail format

Technical format in which an e-mail is sent. The most common formats are text, HTML and multipart.

 

Email marketing

Communication with active or potential customers via e-mail. The fastest growing area in direct marketing.

 

F

Feedback analysis

The shipping statistics are also described as feedback analysis

 

Firewall

Software and/or hardware to protect against unauthorized access to hosts.

 

Forwarding

engl. for "forwarding". Refers to the forwarding of received e-mails to other people.

 

H

Hard bounce

Hard bounces are all permanently undeliverable e-mails. A hard bounce indicates a permanent problem, such as an incorrect email address.

 

Header

The header forms the "letterhead" of an e-mail. It contains information about sender, recipient, dispatch date and subject.

 

HTML format

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.

 

I

Individualisierung

Eine der Personalisierung verwandte Technik, um Textinhalte entsprechend den Empfängerprofilen anzupassen.

 

IP-Adresse

Weltweit eindeutige Identifikationsnummer eines Rechners im Internet.

 

ISP

Internet Service Provider - Dienstleister, der einen Zugang zum Internet zur Verfügung stellt.

 

L

Link tracking

Analysis and logging of recipient behavior by automatically tracking and counting the clicked links within an email.

 

List broking

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.

 

M

Mail client

A program for reading and writing e-mails. (e.g. Microsoft Outlook, Eudora, etc.).

 

Mailing

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.

 

Mail server

Computer on the Internet, whose main task is to receive and send e-mails.

 

MIME

Multipurpose Internet Mail Extension - A format name that allows for the classification of attachments.

 

Multipart format

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.

 

O

Offline HTML

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.

 

One-to-One-Marketing

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.

 

Opening rate

Actual range of an email dispatch without consideration of passive recipients who do not load images and do not click.

 

P

Personalization

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

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.

 

Postclick Tracking

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

Profiles are information that goes beyond normal address data.

 

Purchase rate

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.

 

R

Response

The response to a direct marketing campaign received by the sender.

 

Robinson list

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).

 

S

Soft bounce

Soft bounces are temporarily undeliverable e-mails that can result from an overcrowded mailbox of the recipient, for example.

Spam

Unsolicited advertising messages and information by e-mail. The official English term is "unsolicited commercial e-mail" (UCE).

 

Spam filter

Mechanism in email clients like Microsoft Outlook, Eudora and Pegasus Mail that filters out advertising mails when receiving emails.

 

T

Template

Template in this context means the template for an e-mail with integrated personalization variables.

 

Text format

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

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.

 

U

Unsubscribe

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.

 

Usability

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.