RAAK_Blog-Header_Email marketing expert terms every marketer should know

Email marketing expert terms every marketer should know

Ready to dazzle your marketing colleagues with some new buzzwords? From now on, you’ll be able to talk the talk and handle any email marketing campaign like a pro. In our previous tip mail we already discussed some common terms you might encounter when talking to an email marketer. Already know those terms by heart? Well, let’s take things a step further. Become a bonafide email marketing guru with this go-to glossary for future experts.

Acquisition cost
A number you get when you divide the marketing costs you have spent by the number of people you have acquired over a certain period.

Agile email
Normally you would pick the content of your mail before sending it out. With agile emails the content will be created and curated at the exact moment of opening.

Example: depending on the location of opening, time of opening, weather when opening… the pictures in your email will adapt to the current situation accordingly.

Application Program Interface (API)
An API is basically a list of commands coupled with a plan or scheme of those commands. By using an API, two computer programs can “communicate” with each other.

Example: someone signs in for your weekly newsletter on your website. After signing in, you want that person to automatically receive a thank you mail. That’s what the API does. It “communicates” the email address from your website to your ESP (also explained in this glossary) in order to start the workflow.

This is a computer program that will send an automated response whenever it receives an email. If you want to send confirmations to new subscribers, the autoresponder will get the job done for you.

A DKIM is an important authentication protocol to protect both email receivers and email senders. Look at it as some kind of method to validate if the email you are sending is trustworthy. How does it work? A domain name identifier is added to your message and cryptographic techniques will make sure it is recognized as authentic.

Drip Campaigns
Problem: let’s say you have written some emails with relevant content and you want every new subscriber to receive the whole set of mails instead of just the new ones.

Solution: drip campaigns will help you send out emails, automatically and on a pre-defined schedule. This way, everyone will be able to see all the mails you have prepared.

A system where you can place objects in a certain location just by the click of your mouse. If creating html mails by code is out of your league, use a drag-and-drop program to create a similar template as the html. You may be limited in your options, but you will undoubtedly appreciate user-friendliness.

Email workflow
Depending on the information you have about your readers you can set up a flow (explained further in this list) and send out automated mails based on triggers and actions.

Example: if somebody clicks on a link to view a certain product, an automated mail with more product information will be sent to that particular reader.

An Email Service Provider (like EMG+) that helps customers sending out email marketing campaigns to lists of users.

Key Performance Indicators are the foundations of your email marketing plan. They are your quantifiable measures (open rate, click-through rate …) that tell you how well your campaign is running.

Marketing automation
As opposed to regular email campaigns that you send to a whole list of subscribers in one go, automated email campaigns are created beforehand. They will be automatically sent to a particular subscriber when certain trigger (like opening a mail or clicking a link) is met.

The act of attempting to (illegally) obtain certain information of internet users, often confidential information.

Example: you receive an email with a link to a landing page of a well-known brand or company. Seems like nothing you haven’t seen right? Except… this landing page is fake, with a striking resemblance the real thing. So be careful when submitting personal information whenever you click a link in an email.

Preview pane
It’s a feature in most email clients you can use to give readers a glimpse of the core content of your emails without actually opening them.
Side note: a preview pane can affect your open rate. When a reader goes through his mail with the preview pane turned on, your open rate might rise, because images will be downloaded while that person might not even have read your email.

An e-mail marketing plan you set up to reach your goal, in order to send out tailor-made messages for different possible situations.

Scrum is a method for completing complex projects in a short period of time. Originally designed to face software development deadlines but applicable to any kind of project.

An Secure File Transferring Protocol is an encrypted protocol used to make transferring files from server to client a lot easier and more secure.

A Simple Object Access Protocol is a computer protocol in makes sure that processes running on different operating systems can communicate with each other using XML (Extensible Markup Language).

Email spoofing can be described as forgery of an email header. The header is tampered with in such a way that the message appears to have another sender than the actual source. It’s an often-used tactic in phishing (explained higher up in this glossary) and spam campaigns. Readers will open the message thinking it comes from a legitimate source, when in reality someone is trying to scam you.


After learning these terms, nobody will doubt your email marketing knowledge. But be aware the world of marketing is ever-changing and there are still many concepts to grasp. This list will help you understand some of the more high-end terms. Now it’s up to you: put things into practice and you’ll talk and act like a true email marketer expert in no time.

Posted on
Apr 10, 2017