A little guide if you are confused by the email marketing terms that you encounter throughout the different websites, I hope it helps.

Auto-Responder (AR)

is an email service that sends out pre-written emails to anyone who fills out an opt-in form.

Opt-in (Subscribe) (OI)

is what a subscriber does when she wants your information. She/he then fills out an opt-in form on your web page. When they fill this out and click on “Subscribe” or whatever you choose to call your button they have given you permission for you to communicate with them via email or phone, whichever one is asked for.

Double opt-in (DOI)

is the recommended setting for anyone who is gathering leads through an Autoresponder. When your website visitor fills out an opt-in form they will receive an email prompting them to acknowledge that they want to actually opt-in to receive your message and that they want to receive further messages from you. When you choose double opt-in your emails will have a higher deliverability rate then if you choose not to have double opt-in.

Above-The-Fold (ATF)

this is anything you see on the top of the computer screen (here email) where you do not have to use the scroller to see the rest. This is prime real-estate for email so make sure if you write long emails that you draw their attention before they have to scroll or you may lose their interest before they reach your call to action.

Deliverability Rate (DR)

measures how many emails have been sent and how many ended up in an INBOX

Hard bounce (HB)

is when an email permanently fails to reach an email inbox due to someone typing the email wrong or someone providing a fake email address when filling out a form.

Soft bounce, (SB)

on the other hand, is due to a technical issue as for example a full email inbox or an unavailable server.

A subject line (SL)

is what will entice your subscriber to open op your email. Choose catchy subjects to get your subscriber to open your emails.

Open rate % (OR)

is the number of emails sent in an email marketing campaign divided by the total number of emails opened.

Click-through rate (CTR)

is the number of unique clicks on a link in your email, divided by the number of people that opened the email.

Conversion rate (CR)

this is the measure of success you’ve had with your email campaign. If you link to a sales page for an affiliate offer you calculate how many the email was sent to and how many sales you made from that email.


is an email that is formatted like a webpage and allows images, background colors, unique fonts etc.

HTML-emails can have a high click-through rate if used right.

Plain text email

because not all browsers allow HTML emails so then you have to write what is called plain text which doesn’t allow images or text formatting.

Email Signature (ES)

the best practice is to add your signature at the end of every email. In a signature, you can add your social media accounts, link to your company, services, product or website. This is a great marketing opportunity that is often overlooked.

Spam or Junk

is when you haven’t given permission to receive the email, they often do not include an unsubscribe link either so it’s really hard to stop the emails. However, now email providers can send permission-based emails to your spam/junk folder as well because they contain words that your email provider considers as spam. So if you have opted into something but can’t find it in your inbox I would advise checking your spam/junk folder.

Unsubscribe (opt-out)

if you choose to not receive an email anymore and want to stop communication from the sender there should always be an unsubscribe link/button at the bottom of each email. Sometimes it can be hard to find but it’s there!

I hope this clears up any misunderstanding you might have had.

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Kiesha Michelle

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