Do you speak email marketing language? For email newbies, the unique terms marketers use can be a roadblock to getting started. If you want to cut through the jargon and make the most of your chosen email marketing tools, learning the language is an easy first step. Here are 10 terms to get you started on your path to email mastery.
In email marketing, segmentation involves dividing your email list into smaller categories based on specific characteristics or behaviors. With segmentation, you can send subscribers the most relevant information. Some common methods for segmentation include:
- Interest groups
- Segmentation by demographics (age, gender, etc.)
- Segmentation by location
- Behavior-based segmentation
- Purchase-based segmentation
- Engagement-based segmentation
Email marketing tools like Mailchimp provide straightforward options to begin segmenting your audience. Check out our guide to tags, groups, and segments for more info.
Personalization means customizing email content for individual recipients. This may use a recipient’s name or past behavior, and is often simpler to set up than it sounds! Marketing platforms like Mailchimp and Klaviyo use merge tags to customize how an email will appear to each subscriber.
In simple terms, deliverability means keeping your emails out of spam. Several factors can impact deliverability, including domain configuration, list hygiene, and compliance with GDPR and CAN-SPAM regulations. Because deliverability is impacted by so many different variables, working with an email marketing expert is often the best way to address deliverability issues.
Accessibility in email marketing means designing emails everyone can enjoy. Subscribers with disabilities, especially people using screen readers, can often run into difficulties reading the content of an inaccessible email. By using alt text and high-contrast colors, email marketers can improve their emails’ accessibility and make them available to all.
In email marketing, engagement is the level of responsiveness your audience has to your content. Some common ways of measuring engagement include click rates, open rates, and revenue. For more information, check out our article on email marketing metrics.
A/B testing is the practice of sending two different versions of an email to a sample of your audience to determine which performs better. You may A/B test an email’s content, “from” name, subject line, or other elements.
An email’s CTA prompts recipients to take a specific action, such as making a purchase or signing up. It typically takes the form of a text link or a button. Some emails may include multiple CTA’s, while others focus in on one main action.
List hygiene is routine maintenance for your email audience. Marketers with good list hygiene regularly remove inactive and/or invalid email addresses. Maintaining a clean email list can help with deliverability. If you’ve never cleaned your list, try starting with a straightforward tool like Zerobounce.
Subject lines are the brief text that appears at the top of an email. They typically give subscribers a glimpse of the email’s content, and can be thought of as an email’s “title.” All emails are required to have a subject line, so developing an engaging subject is essential for email marketing success.
Preview text is a snippet of text that accompanies the subject line. Depending on your email client, it may display slightly shorter or longer than the subject line. Preview text often contains a snippet of text from the email copy itself.
Go Beyond the Basics with Pure Firefly
Maximizing your email marketing success takes more than a grasp of the basics. Pure Firefly offers 1-on-1 training sessions on the nuances of Mailchimp strategy, template design, and campaign analytics. Or contact us to kick off ongoing marketing work including account set-up, Mailchimp audits, template creation, and more.