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 that Publication (folder), which could be a subscription list for this type of email.
Bounce
If your email isn’t delivered to the desired recipient for whatever reason, it’s said that it bounces. 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 obviously depends on a number of factors such as your content and target group. And of course, it’s possible to achieve higher opening frequencies. Challenge yourself!
Clickthrough rate (CTR)
How many people click on the links in your emails? What you should aim for when it comes to your clickthrough 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
You create recipient properties in BizWizard in order to match the recipient data you import into lists/ directly into emails with descriptors. For example, BizWizard knows that Anna is the recipient property: first name.
Publication
In BizWizard, Publications are like folders from which different emails depart. Publications are created based on certain, common criteria, such as “Newsletters” and “Event invitations”.
Preheader
After the sender information and subject line, which you fill in on the settings page, you can fill in your preheader in the editor. 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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