A
• Attachment: A Video, graphic, pdf or another type of document that is sent with the email and is not included in the message body.
• API: (Application Program Interface) A programming tool that allows independent software to communicate with each other with the purpose of transmitting data. A client can have a API connection to load information from a database to Email delivery system and in turn receive data from that Email delivery system
B
• Bounce: Bounces are emails that could not be delivered to mailbox. It´s an automatic response from the recipient´s email server to the sender informing them that the email did not reach its destination. There are two types of bounces: A Hard Bounce and A Soft Bounce.
Hard Bounce: The email could not be delivered because the address was not valid. The reasons for the is could be: a non-existing address, blocked condition, domain name, the recipient is unknown or there is a problem in the network. A hard bounce indicates a permanent error meaning that these bounces cannot be recovered and will therefore not receive future email campaigns.
Soft Bounce: An email that could not be delivered due to a temporary issue e.g. a full inbox, or server not available. It is a recoverable error and for this reason, the following 3 campaigns will attempt to deliver to these addresses.
C
• Call to Action: A link in an email message that is inserted inside the message with the objective of encouraging the subscriber to perform some kind of action. These actions include clicking to download a document, or confirming or buying something. For example: “To confirm your attendance on the MDirector training course, click here”.
• Campaign: In MDirector must be understood as marketing itself; a series of coordinated email messages send to a distribution list, periodically, at intervals and with an overall objective in mind.
• Click: An action by which a link or hyperlink located just below the mouse cursor is activated. To do it, just click the left mouse button when over the link.
• Cookies: It is a text file that is stored on the visitor´s computer and which is used by web servers to keep track of information about the client´s visits to websites.
It is used to identify repeat visitors and consequently customize content and promote sales based on the visitor´s preferences.
• CPM: Cost per thousand. In email marketing it refers to the cost of sending an e-mail a thousand times.
• CRM: (Customer Relationship Management) It´s a Customer loyalty tool that allows all the employees of a company to have updated info of the clients with the aim of optimizing the relationship between client and company.
• CTR: (Click Trought Rate) The percentage of people who have clicked on a certain link or hyperlink located in the body of an email.
• Customization: The method used to personalize the content of a specific message.
D
• Database: set of data to the same context and systematically stored for later use. It´s an essential tool for email marketing as it allows to store info from clients or prospect clients. The main goal is to segment the universe of visitors, and consequently offer a better product or service, save records, format and lists. MDirector accepts databases in Excel (.xls, xlsx), csv and txt format.
• Direct Marketing: A direct system without intermediaries used for the promotion of a particular product or service to a target audience, using one or more types of communication media to obtain measurable responses. Nowadays, the most common direct marketing channel is emailing; whereby companies and their marketing managers send their advertising messages to their clients, which are usually taken from a database-
Plus, other methods and electronic channels like email marketing & SMS marketing are on the rise as they offer greater advantages over traditional marketing channels. They are faster, more effective and are also more cost effective too.
The main reasons why companies use direct marketing are:
- It is a quick and economical way to reach customers.
- It speaks straight to the potential customer of a product or service, making it more effective than mass media.
- Generally, they use a customer database and quite often manage sophisticated criteria to include or remove them from the mailing lists.
• DNS: (Domain Name System) System. System to translate computers names into numerical IP directions.
Some of the most important domains:
.com (business and companies)
.edu (education and teaching centers),
.edu (education and teaching centers),
.org (non profit organizations),
.net (net operation),
.gov (US government)
.mil (US army).
Most of the countries have their own domain. For example,
.es (Spain)
.us (United States)
.au (Australia)
.uk (United Kingdom)
• Double opt-in: A measure used to confirm the registration of a person to a mailing list. The user should first register, and then respond to a follow-up email before receiving any additional emails. Double Opt-In is the safest way to build an emailing list and promote subscribers ‘confidence for future campaigns.
• Domain: An identification name that a company has to be able to operate in a network. There is an international domain system or DNS that groups them by hierarchy, simplifying their identification.
• Dynamic Content: Variable content, based on a specific behavior. The content may change from one recipient to another in accordance with a predetermined set of rules.
E
• Email Client: An application that allows the sending and receiving of emails via Internet and consists of three parts: username, at (represented by the sign @) and the domain name of the email server.
• Email Marketing Permissions: An advertising email sent to a mailing list of individuals who have previously given its authorization for the sending of advertising to their email accounts.
• Email Marketing: Also called e-mailing, mass e-mail or permission e-mail. A campaign with informative advertising or commercial messages sent by email to a recipient through a distribution list.
• E-mailing: The sending of emails for commercial purpose
F
• Feedback Loop: A recipient complaint to his/her Email client indicating a received email as spam.
• Firewall: Software that filters what comes into and goes out of a system connected to a network. Is commonly used in large companies to limit employees’ internet Access as well as to prevent the Access of files that have been infected with virus.
• Folder: In MDirector it should be understood as the category that compiles several campaigns with similar characteristics.
• From: Part of the email header where the identity of the sender appears.
• FTP: (File Transfer Protocol) A network protocol for the transfer of files between systems connected to a TCP network, based on the architecture server-client. From a client´s computer it is possible to connect to a server and download or send files, regardless of the operating systems used on each computer.
H
• Header: The part of the email that goes before the message body and indicates to the receiver important information such as whether it´s advertising or not and the option of viewing it through the web.
• HTML (HyperText Markup Language). The predominant language used for building web pages. Is is used to describe the structure and content text of the form and to complement the text with objects like the images.
L
• Link (hyperlink): A connection with another web document by a URL address. The links appear in the text of a web document as underlined text in a different color.
• LOPD: Organic law on Data Protection aimed to guarantee and protect individuals, with respect to the processing of personal data, civil liberties and fundamental rights of natural persons and especially his/her personal and family honor, intimacy and privacy.
M
• Mailing list: Email addresses that are used to distribute messages to a group of people.
N
• Newsletter: Periodic information used to generate frequent and constant communication with the company’s clients with the aim of keeping them informed, generating permission marketing, and building loyalty.
O
• Opens: It refers to a HTML email which has been seen in the preview panel or has been completely opened in the client´s inbox, provided that the images have been enabled. But, if the user clicks on any of the links in the creative, the opening will still appear in the delivery report even if images are not enabled.
Usually the Opens are tracked by the insertion of a small image inside the HTML message. When the message is opened and the images are enabled, the image calls the server and the message is counted as opened. The text messages cannot be tracked as an open if it does not include an image.
• Opt-In: The the act of a person explicitly to asking for, and authorizing, the receipt of communications by email.
• Opt-Out: Cancel the subscription of an electronic newsletter or from a mailing list. Action of removing yourself from a mailing list
P
R
• Recipient: (To) THE subscribers list to which an action of email marketing will be sent.
• Reputation: It is understood as the rating that ISP, anti-spam communities and their own clients have of the IP address or domains that send messages.
S
• Segmentation: THE division of a subscriber list based on special parameters. e.g.: interests, buying behaviours, demography. List segmentation usually generates higher open rates and clicks
• Spam: (Also called UCE – Unsolicited Commercial Email) A message of any kind (normally promotional in nature) that is sent to a email address that has not requested or authorised the receipt of such information or communication. In Spain, SPAM email is prohibited under the Law of Services of the Information Society and Electronic Commerce (LSSI), published on July 12th of 2002 in BOE (State Official Bulletin). Furthermore, if it refers to a question of personal data, it also applies to the Data Protection Act (LOPD) as well.
• Spam Filter: It used to describe any process or technology where an email entry is examined and tagged as either a legitimate or illegitimate mail or as Spam.
• Spammer: A Person who steals or buys stolen email addresses and sends unsolicited emails.
• Spamming: The indiscriminate sending of unsolicited email messages, usually containing advertising messages.
• Subject: The head or title of the email which points out the reason for the email in question.
T
• TCP_IP: A set of Internet network protocols that allows data transmission between computer networks. In some cases it is called set of protocols TCP/IP, referring to the two most important protocols: Transmission Control Protocol (TCP) y Internet Protocol (IP), the first to be defined and the most used.
• Test A/B: A test campaign where a specific subscribers´ list is divided proportionally with the objective of testing different subjects or creatives. Based on the response rate, it will be decided which of the two emails, subjects or creatives, will be sent to the final sample.
• Total Opens: The total opens of a campaign (independently if it has been made by the same user)
• Tracking: A follow-up of a user´s navigation history which has been marked with a cookie.
• Transactional Message: A type of an email that responds to an event.
• Spam trap: Email addresses that are used to identify, filter and/or block potential spammers. It can be either obsolete or specifically designed directions to attract and capture spams.
U
• Unique Opens: The opens of a unique user. Net open correspond to the number of times the email has been opened by unique users; any duplicate opens by a unique user are not counted.
• Unique Click: A click from a unique user. The total number of unique clicks refers to the total number of times this URL has been clicked by unique users. Duplicated clicks of unique users are not counted.
• URL: (Uniform Resource Locator) A Uniform system located in the network. It is the standard way of providing the address of any resource on the Internet, in other words, the address of a website.
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