Lime Marketing Glossary

Not all email marketing terminology is easy to understand if you haven’t heard it before. Here you’ll find a small glossary that we hope will make things a little clearer.

Opt-In List
This can be compared to a subscription list you sign up for in order to receive emails on a desired topic. When you type your email address into a website in order to receive a newsletters or other updates, you’re putting your information into an Opt-In List.

Opt-Out List
If a recipient unsubscribes from a certain type of emails, they end up on the Opt-Out List for emails from that Publication (folder).

A bounce occurs when your email isn’t delivered to the inbox of a desired recipient. There are different reasons for which this can happen and hence different types of bounces.

Opening frequency
The percentage of people that open your email. It’s normal to have an opening frequency of about 25%, but it depends on a number of factors such as your content, industry, and target group. Due to link inspection tools and other spam prevention techniques used by inbox providers, you may notice that the number of email opens seems inflated. While Lime Marketing does have built-in tools to filter away fake opens, the opening frequency for an email is not 100% reliable. 

Click-through rate (CTR)
How many people click on the links in your emails? What you should aim for when it comes to your click-through rate is harder to pin down, as it completely depends on the purpose and content of your email, and if you’re a B2B or B2C operation. But normally, a decent clickthrough rate is about 5% of those who opened the email.

Recipient properties
Recipient properties allow you to personalize email content!   You create recipient properties in Lime Marketing in order to match the recipient data you import into lists/ directly into emails with descriptors. For example, Lime Marketing knows that Anna is the recipient property: first name. 

In Lime Marketing, Publications are like folders from which different emails depart. Publications are created based on certain, common criteria, such as “Newsletters” and “Event invitations”.

After the sender information and subject line, which you fill in on the settings page, you can fill in your preheader too. The recipient usually sees the preheader before they open the email. Think about what you can write to capture the recipient's interest. The preheader text should complement the subject line.

Integration variables
If you integrate names, companies, customer contacts or the like into your emails, you can make them more personal. Use the integration variable in the body of the email, or even in the sender info or subject line.

Responsive content
Responsive content is content that adapts itself depending on which device the email is read on. So, regardless of whether your email’s opened on a mobile phone or a computer, it’ll look great.

Drag & drop
This means that, when you create an email, you can drag your content blocks, in which you have text and images, up and down in your email and just drop them where you want them easily and without any problems.

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