B2B email marketing glossary
Email list: the list of contacts you’ll be sending emails to.
Data segmentation: Splitting up your recipient list into groups based on the data you’ve collected on them – for example, locale. You can segment this any way you like, but ensure you have the same information for every contact otherwise it gets messy.
Tagging: You can tag your contacts to segment them further or more specifically. For example, if you deal with both government and private organisations, and want to speak to each separately, you can tag them as such.
Personalisation: the act of showing each reader information that’s unique to them based on what you know about them (for example, saying ‘Hi Holly’, or giving me a Melbourne-specific deal).
Email campaign (single): Any singular email sent in isolation. These can be regular or one-off.
Email sequence: A co-ordinated and linked sequence of emails sent in a specific order, working towards an end goal.
Action based autoresponder: An email that’s sent based on an action – for instance, someone entering their details to download an ebook will then receive an automatically triggered email to download the ebook. Another example is a ‘forgot my password’ email.
Hard bounce: An email that comes back to you because the email address is invalid. Remove these from your database, or they’ll skew your results.
Soft bounce: An email that temporarily can’t be delivered. It could be because it’s too large or your recipient’s email server is down.
Split testing: You can test all kinds of email elements like subject lines, CTA buttons or header images by sending two emails and comparing the results against each other. Your email software will most likely have the capabilities to set up and show you the winner. Remember, only test one element at a time so you know what’s making the difference.
Open rate: The percentage of people who opened your email out of everyone who received it.
Click-through rate: The percentage of people who clicked a link inside your email out of everyone who opened it.