Chapter 18 Flashcards
Alt Text
The ‘alt’ attribute for the IMG HTML tag. It is used in HTML to attribute a text field to an image on a web page, normally with a descriptive function, telling a user what an image is about and displaying the text in instances where the image is unable to load.
Also called alt tag.
Business-to-business (B2B)
When businesses sell products or services to other businesses and not to consumers.
Business-to-consumers (B2C)
When businesses sell products or services to consumers.
Call to action
CTA
A phrase written to motivate the reader to take action such assign up for our newsletter or book car hire today.
Clickthrough rate
The total clicks on a link divided by the number of times that link was shown, expressed as a percentage.
Customer relationship management
CRM
A strategy for managing a company’s interactions with clients and potential clients. It often makes use of technology to automate the sales, marketing, customer service and technical processes of an organisation.
Database
In email marketing, the database is the list of prospects to which emails are sent. It also contains additional information pertinent to the prospects.
Domain name system (DNS)
DNS converts a domain name into an IP address. DomainKeys, an email authentication system designed to verify the DNS domain of an email sender and the message integrity.
Double opt-in
The act of getting subscribers to confirm their initial subscription via a follow-up email asking them to validate their address and hence opt-in again.
Email service provider (ESP)
A service that helps you design and send emails.
Hard bounce
The failed delivery of email communication due to an undeviating reason like a non-existent address.
Internet Protocol (IP) Address
An exclusive number that is used to represent every single computer in a network.
Internet service provider (ISP)
The company providing you access to the Internet, for example, MWEB, AOL and Yahoo!.
Open rate
The percentage of emails determined as opened out of the total number of emails sent.
Opt-in
Giving permission for emails to be sent to you.
Opt-out
Also known as unsubscribe. The act of removing oneself from a list or lists so that specified information is no longer received via email.
Return on investment
ROI
The ratio of profit to cost
Sender ID
A method used by major ISPs to confirm that an email does originate from the domain that it claims to have been sent from.
Soft bounce
The failed delivery of an email due to a deviating reason like an overloaded email inbox or a server failure
Spam
Email sent to someone who has not requested or given
authorisation to receive it – EVIL!
Unique forwarders
This refers to the number of individuals who forwarded a specific email on.
White list
A list of accepted email addresses that an ISP, a subscriber or other email service provider allows to deliver messages regardless of spam filter settings.
options for digital direct marketing:
- Promotional emails
- Newsletters
- Transactional emails
- SMS marketing
Emails should be created and viewed as…
…HTML for desktop and most mobile
devices.
Preheader
The preheader is a line or two of text displayed above your email header. Most commonly, it’s the line of text that will redirect you to ‘View online’. Where possible, try including your call to action in the preheader. This could be difficult, given the limited space but it does ensure that every recipient, even those who don’t necessarily open the email, but who view only the preheader within the preview pane or inbox, will still be exposed to it.
Header
The header is the colourful banner or image that is included in many emails. This often contains the logo, which is important for branding, as well as a CTA or image to catch the recipient’s attention. Not every email will have a header, but these do provide added impact.
Newsletters can offer:
- Humour
- Research
- Information
- Promotions
- Exclusive content
SMS messages can offer:
- Special offers and discounts
- Information
- Time-dependent discounts
- Celebrations
- Contests
- Trivia or voting
- Reminders
Key measurables for understanding the performance of direct marketing campaigns include:
- Number of emails or SMSs delivered (delivery rate).
- Number of bounces (this should be separated into hard bounces and soft bounces).
- Number of unique opens: a message can be delivered, but not opened.
- Unsubscribes: significant or consistent loss in subscribers is a key indication you are not meeting the needs of your subscribers.
- Pass-on rate: a high pass-on rate (forwards) indicates that your customers value the content enough to share it constantly with others. Adding a signup link to forwarded emails will organically grow the opt-in list.
- Clickthrough rates and conversion: These measure the effectiveness of a message via the links placed in the content. When a reader clicks through to a web page, these can be easily measured as a percentage against the number of delivered, opened or sent emails. It reveals which content or promotion was the most enticing for the reader.
