Email Marketing and Content Glossary - Everything you need to know

May 26, 2023
Email Marketing and Content Glossary - Everything you need to know

Email marketing has become necessary for any successful marketing strategy in our digital age. Despite its importance, the world of email marketing can be confusing to navigate for many marketers and businesses.

To help you navigate this terrain we have compiled a comprehensive Email Marketing and Content Glossary that covers all the essential terms and concepts needed to master the art of email marketing.

Whether you're a seasoned pro or a newbie starting out, our comprehensive guide is the perfect resource to improve your email marketing game.

From open rates to click-through rates, segmentation to automation, we will explore every aspect of email marketing and content. This guide will help you create effective and engaging email campaigns that will take your business to the next level. 

Understanding the complexity of email types and deliverability is essential for achieving optimal results. As we delve into the world of electronic correspondence, we encounter various categories that define the purpose and nature of emails. When generally talking about emails and deliverability, we will talk about these types:

Transactional Emails: These emails serve a specific purpose, such as password reset notifications or application-layer alerts. They play a crucial role in delivering time-sensitive information directly to the recipient, ensuring a seamless user experience.

Marketing Emails: Within the realm of marketing, emails are powerful tools for reaching out to target audiences. This category encompasses email newsletters and the distribution of valuable resources such as white papers or documents. These emails are carefully crafted to engage and inform recipients, fostering brand awareness and nurturing customer relationships.

Corporate Emails: Within the confines of an organization, communication takes on various forms. Corporate emails encompass internal company correspondence, customer support inquiries, and vendor communications. These emails facilitate efficient communication channels, enabling smooth operations and effective collaboration.

Sales Emails: In the domain of sales, emails are instrumental in generating leads and driving conversions. Whether sent in low or high volumes, sales emails are tailored to capture the attention of potential customers, showcasing products or services and compelling recipients to take action.

By familiarizing ourselves with these distinct email types, we can harness the power of each category to create compelling campaigns, strengthen relationships, and maximize the impact of our email marketing endeavors.

What is email marketing and why is it important

Email marketing is the art of sending commercial messages to a targeted audience through email. The primary goal of email marketing is to develop relationships with potential clients or customers, keep current customers engaged, and drive sales through an effective communication strategy. 

It is a clear and concise way to keep your audience informed, and engaged, and provide valuable content that can help create loyal customers for life. It's the medium that outlasts fads and social media algorithms, delivering targeted and relevant messaging straight to your reader's inbox.

It's no secret that consumers want a personalized experience, and with email marketing, businesses can deliver that experience through targeted messaging and content. The true power of email marketing is that you can send completely personalized messages, discount codes for the exact product people have been eyeing, and some insider tips and tricks that they won't find anywhere else.

Free from the noisy world of social media algorithms, email marketing allows the message to cut through the clutter, provide value, and ultimately drive sales.

Email marketing and content glossary

Email Lists and Subscribers

Email Address

Email address is a unique destination on the internet where email messages can be sent and received by an individual or organization. An email address typically follows a specific format that includes a username, followed by the "@" symbol, and the domain name. Email addresses can be created using free email providers like Gmail, Yahoo, or Hotmail, or through paid email services that offer customized and branded email addresses. Businesses use email addresses to communicate with customers, promote products, and deliver offers through email marketing campaigns. Email addresses are also used as a form of identification for online accounts, authentication for password resets, and as a means of communication for personal and professional correspondence.

Email Lists

Email lists are collections of contact information for individuals who have opted-in to receive email communications from a particular business or organization. These lists can be stored in an email marketing software or Customer Relationship Management (CRM) system and enable businesses to engage with their audience via email marketing campaigns. Email lists typically include contact information such as the subscriber's email address, name, and possibly demographic information or purchase history. Maintaining a high-quality email list is crucial for email marketing success, as a clean email list ensures that messages are delivered to engaged and interested subscribers. Businesses can improve the quality of their email lists by using double opt-in processes, regularly cleaning inactive subscribers, and following email provider guidelines for email collection and consent.

Clean Email List

Clean email list is a list of subscribers who have opted in to receive your emails and are engaged. A typical clean email list does not include inactive subscribers, invalid email addresses, or those who no longer want to receive messages from you. A clean email list helps lower the risk of being marked as spam, improve targeting and engagement rates, and ultimately increase the effectiveness of your email marketing campaigns.

Confirmation Email

Confirmation email is an email message that is sent to a new subscriber after they have opted in to receive email communications from a company or organization. The confirmation email typically includes a verification link or code for the subscriber to prove their consent to receive the emails. This email is a crucial element of double opt-in email marketing as it helps to ensure that subscribers really want to receive emails from the sender. It also helps improve email deliverability and reduces the risk of being marked as spam by creating an accurate email list.

Email List Segmentation

Email list segmentation is a marketing strategy that involves dividing a large email list into smaller groups based on specific characteristics or behaviors. Email marketers segment their lists so they can create more targeted and personalized email campaigns. Segmentation can be done based on different metrics such as demographics, purchase history, preference, or engagement level. By sending more relevant and targeted content to specific segments, marketers can improve the open and click-through rates, reduce unsubscribe rates, and increase customer loyalty.


Subscriber is an individual who has opted-in to receive emails from a company or organization. Subscribers can provide their email address through various means such as a website sign-up form, in-store sign-up, or during the buying process. A subscriber can be active or inactive, engaged or disengaged, and may fall into different segments based on their behavior or characteristics. Subscriber behavior and data can be used to create more targeted and personalized email campaigns. By providing valuable and relevant content, companies can engage and retain subscribers, increasing their loyalty and lifetime value.

Inactive Subscriber

Inactive subscriber is someone who has previously opted in to receive email communications from a company or organization but has not engaged with their emails within a certain period of time. The definition of an inactive subscriber can vary depending on business needs and goals, but it typically means that the subscriber has not opened or clicked on an email in the past 3-6 months. Inactive subscribers can negatively impact email deliverability and engagement rates, and it's important to identify and address them to improve the effectiveness of email campaigns. Companies can try to re-engage inactive subscribers by providing valuable content or incentives or remove them from the mailing list to maintain a clean and engaged email list.

List Building

List building is the process of growing an email list by collecting email addresses from individuals who are interested in your products or services. List building can be done in various ways, such as through website sign-up forms, social media, lead magnets, or in-store promotions. It's important to build a high-quality email list with engaged subscribers who are interested in receiving your emails, rather than a large list of inactive or disinterested subscribers. Effective list building can increase the reach of email campaigns and help to drive conversions, but it requires ongoing investment in content and strategies to attract the right subscribers.

List Hygiene

List hygiene is the practice of regularly cleaning your email lists by removing inactive or invalid email addresses. Maintaining a clean list helps you avoid high bounce rates and keeps your email engagement rates high, improving your email deliverability overall.

Volume of Emails

Volume of emails refers to the number of emails sent by an email marketer during a given period, such as a day, week, or month. It is an important metric to track for email marketing campaigns as it can affect email deliverability rates and engagement. If an email marketer sends too many emails within a short time period, it may result in high unsubscribe rates or an increase in spam complaints. On the other hand, sending too few emails may result in low engagement and fewer conversions. Email marketers must find the right balance of volume and timing to ensure the success of their email campaigns.

Email Opt-in

Email opt-in refers to the process by which a subscriber voluntarily provides their email address to a company or organization to receive their email communications. Opt-in subscribers are those who have given explicit permission for the sender to send them emails, either by filling out a sign-up form or checking a box during the checkout process. Opt-in is a best practice for email marketing as it helps ensure that subscribers are genuinely interested in receiving the emails, which leads to a higher engagement rate and a better email deliverability rate. Additionally, opt-in is a legal requirement in many countries, including the US and EU, under the CAN-SPAM Act and GDPR respectively.

Single Opt-in

Single opt-in is an email subscription process that requires only one action by the subscriber to add their email address to a mailing list. In a single opt-in process, the subscriber enters their email address on the sign-up form and clicks the submit button, and their email address is automatically added to the mailing list. This method is quick and easy, but it can result in invalid email addresses being added to the list if subscribers make an error when entering their email address. Single opt-in is also more susceptible to potential spam complaints as it does not require a second confirmation from the subscriber to ensure email consent. Nonetheless, it can be an effective way to grow a mailing list quickly and easily.

Double Opt-in

Double opt-in is an email list-building process that requires the confirmation of subscriber consent. When individuals sign up to receive email communications from a business or organization, a double opt-in process requires them to confirm their subscription by clicking on a confirmation link sent to their email address before they can receive any further email communications. This process ensures that subscribers have knowingly and willingly opted-in to receive email communications and verifies that the email address is valid. With double opt-in, email marketers can reduce the risk of being flagged as spam or sending unwanted email communications to individuals who did not provide consent. Furthermore, since only engaged and interested subscribers are confirmed, double opt-in is an effective way to maintain a high-quality and engaged email list.


Opt-out refers to the process of unsubscribing or removing oneself from marketing communications, typically email newsletters or promotional emails. In email marketing, opt-out usually refers to the action of clicking the "unsubscribe" link in a marketing email to stop receiving future emails from the sender. Under the CAN-SPAM Act and GDPR, companies are required to give customers the ability to opt-out of promotional emails, and it's best practice to make this process simple and easy to find. The opt-out process helps ensure that customers only receive relevant and wanted emails, improving engagement rates and email deliverability.

Receiving Emails

Receiving emails refers to the process of an individual or organization accepting and viewing emails in their inbox. Receiving emails is an important aspect of email communication and involves a sequence of steps, including email authentication, routing, spam filtering, and inbox placement. When an email is successfully delivered to the recipient's inbox, they can open and read the content, respond to the sender, or take any necessary actions. Receiving emails is critical to maintaining effective email communication and building customer relationships. To ensure emails are delivered and received successfully, email marketers should adhere to best practices, such as maintaining a clean email list, using effective subject lines and email content, and providing clear opt-out mechanisms for subscribers who no longer wish to receive emails.

Subsriber's Inboxes

Subscriber’s inboxes refer to the individual email inboxes of subscribers who have opted-in to receive email communications from a business or organization. The subscribers' inboxes are where email marketing campaigns are delivered and, ideally, opened and engaged with by the recipient. As an email marketer, it is essential to achieve high inbox placement rates, meaning the percentage of emails that land in subscribers' inboxes, rather than the spam folder. To improve inbox placement rates, email marketers should maintain a clean email list, avoid using spammy language, comply with email authentication protocols, and follow email provider guidelines. By optimizing for subscribers' inboxes, email marketers can improve email deliverability rates, engagement, and ultimately, the success of their email marketing campaigns.

Email Unsubsribe

Email unsubscribe is the process by which subscribers opt out or remove themselves from an email list, typically by clicking an "unsubscribe" link included in the email footer. The unsubscribe link must be clearly visible and functional, and it's a legal requirement under the CAN-SPAM Act and GDPR to include it in all commercial emails. Allowing subscribers to unsubscribe from your email communications is important to maintain a clean email list and ensure that you're respecting their preferences. While losing a subscriber may seem like a negative thing, it's better to have an engaged, smaller email list than a larger one full of uninterested or inactive subscribers. It can also help to prevent subscribers from marking your emails as spam, which can damage your email deliverability and sender reputation.

Unsubscribe Link

Unsubscribe link is a clickable link embedded in the footer of an email that allows the recipient to easily opt out of receiving future emails from the sender. The unsubscribe link is a legal requirement in many countries and helps email marketers comply with anti-spam laws, such as the CAN-SPAM Act in the United States. Adding an unsubscribe link to all marketing emails also helps to boost the sender’s reputation and avoid being marked as spam. By giving recipients the option to unsubscribe, email marketers can improve email list quality and engagement rates by ensuring that they are only reaching subscribers who are interested in their content.

Unsubscribe Rate

Unsubscribe rate refers to the percentage of recipients who opt out of future emails from a sender. High unsubscribe rates can be an indication that the sender's emails are not engaging or relevant to their audience.

Email Marketing and Content

Email Messages

Email messages are digital communications that are sent electronically via email. They may include text, images, hyperlinks, attachments, and other interactive features. Email messages are often sent for a variety of purposes such as marketing, sales, customer service, or personal communications. Email messages can be created and sent through email service providers or email client software using customized templates or plain text. It is important for businesses to create effective and engaging email messages to improve email deliverability rates and campaign success. Email messages should be designed with the audience in mind, following best practices for email format, content, and optimization.

Email Content

Email Content - The content of an email message can impact deliverability rates. Best practices for email content include avoiding spam trigger words, using personalization and relevant subject lines, and ensuring that messages are well-formatted and mobile-friendly.

Email Content Creation

Email content creation is the process of developing written, visual, or multimedia content for email marketing campaigns, such as newsletters, promotional emails, or lead nurturing emails. Effective email content should be relevant, valuable, and engaging to the target audience. Email content can include product updates, offers, educational material, or news, and it's important to have a content strategy that aligns with the audience, business goals, and customer journey. Great email content can improve open rates, click-through rates, and overall engagement.

Digital Signature

Digital signature is a type of electronic signature that provides a unique identifier for an electronic document or message. It is generated using a mathematical algorithm and a private key that only the signer has access to, making it difficult for others to forge or tamper with a digital signature. Digital signatures are often used to authenticate the identity of the signer and ensure that the document or message has not been altered or corrupted during transmission. They are commonly used in areas such as email security, electronic transactions, and online document signing.

Subject Lines

Subject lines are the first line of text that appears in an email message and provide the recipient with a brief overview of the content inside the email. A compelling subject line can entice the recipient to open the email and engage with its content, while an ineffective subject line can result in the email being ignored or even marked as spam. To ensure high email deliverability, email marketers must avoid using spammy words or phrases in their subject lines, like "FREE", "limited time offer", or "urgent". Instead, they should use clear, concise, and personalized subject lines that directly communicate the email's content and value to the recipient. Effective subject lines can lead to higher open rates, engagement, and conversions for the email campaign.

Preheader Text

Preheader text is a short summary or teaser of the email message that appears in the inbox preview next to the subject line.

Email Header

Email header is the top section of an email message, usually above the main content or body of the email. It typically includes the sender's name, email address, subject line, and preheader text. The header is the first thing that the recipient sees when they open the email and is, therefore, essential for creating a good first impression. The header should be informative, engaging, and relevant to the recipient to encourage them to open and engage with the email. It's important to optimize the header for the email client and device used by the recipient and test different header elements to determine what works best for your audience.

Email Body

Email body is the main content area of an email message, where the bulk of the message is written. In email marketing, the body of the email can include various elements such as text, images, videos, links, and calls to action. The email body should be engaging, informative, and relevant to the target audience. Structuring the email body with clear headlines, subheadings, and paragraphs can help improve readability and guide readers toward the desired action. It's important to optimize the email body for mobile devices and ensure that the email has a clear purpose and message that aligns with the overall email campaign objectives.

Email Footer

Email footer is the section located at the bottom of an email message that typically includes disclaimers, legal information, contact details, and an unsubscribe link. Including an email footer with important information about your company helps build trust and credibility with your subscribers. In email marketing, the footer is also where the unsubscribe link is usually located, allowing subscribers to easily opt-out of future emails. Including a clear and visible unsubscribe link is important not only for legal compliance but also to improve the overall engagement metrics of your email campaign.

Call-to-Action (CTA)

Call-to-Action (CTA) is an element typically included in the email body that encourages the recipient to take a specific action, such as making a purchase, downloading content, or registering for an event. A CTA can be a button, text link, or image link that stands out from the rest of the email content. Effective CTAs are clear, concise, and relevant to the email content and the audience. The CTA message should create a sense of urgency, provide value, and be aligned with the overall email campaign goals. Tracking and analyzing the CTA click-through rate is an essential part of optimizing email campaigns and improving conversion rates.

Email Content Personalization

Email content personalization is the practice of customizing email content for individual recipients based on their demographics, interests, past behavior, and other relevant data. Personalized email content can include a recipient's name, location, purchase history, or specific product recommendations. Personalization helps create a more engaging and relevant email experience for the recipient, leading to higher open rates, click-through rates, and conversion rates. Data-driven personalization can be achieved through email segmentation, using marketing automation tools, and integrating with a customer relationship management (CRM) system. A personalized email campaign can help build stronger relationships with customers, generate loyalty, and increase revenue.

Dynamic Content

Dynamic content is personalized content within an email that adapts to the recipient's preferences, demographics, or behavior. It replaces default content with content that is more likely to resonate with the recipient, increasing the relevance and engagement of the email. Dynamic content can include product recommendations, location-based information, specific offers, or personalization based on past behavior. It's essential to have a data-driven strategy and tools in place to segment your email list and deliver dynamic content that aligns with the different segments' interests and needs. The use of dynamic content can boost click-through rates, conversion rates, and overall email campaign success.

HTML Emails

HTML (Hypertext Markup Language) emails are emails that use code to structure and design the email content, allowing for more visually appealing and interactive emails than plain text emails. HTML emails can include images, colors, fonts, animations, videos, and links. They are widely used in email marketing because they provide a more engaging and professional look and can better convey the brand and message. However, it's important to ensure that the HTML email is optimized for the various email clients and devices that recipients may be using to ensure that the email is displayed as intended. Some email clients and spam filters can also block images or certain HTML elements, so it's important to use ALT tags and provide a plain-text version of the email as a backup.

Plain Text Email

Plain text email is a simple email that doesn't use any formatting, images, or HTML code and is delivered in plain text format. Plain text emails are typically used for transactional emails, such as order confirmations, password resets, and other automated emails. Unlike HTML emails, plain text emails have a more personal and direct feel and are often used to communicate important information or updates. They are also more likely to be delivered to the recipient's inbox rather than their spam folder. However, plain text emails have limited design options and can be less visually appealing than HTML emails. They also cannot include clickable links or other interactive elements. Some email marketing campaigns use both plain text and HTML emails to cater to different audiences and achieve different objectives.

Responsive Design

Responsive design is a technique used in email marketing to optimize and adapt the email layout to different screen sizes and devices, including desktops, tablets, and smartphones. A responsive email design ensures that recipients have a consistent and optimal experience regardless of the device they use to view the email. An email with a responsive design automatically adjusts the images, text, and other design elements to fit the width of the screen and avoid the need for horizontal scrolling. This makes the email more user-friendly, improves readability, and increases the chances of engagement and conversion. A responsive email design can be achieved by using responsive HTML and CSS coding and thoroughly testing the email design on various devices and email clients.

Email Marketing

Automated Emails

Automated emails are pre-written and pre-scheduled emails sent automatically triggered by specific user actions, such as signing up for a newsletter, abandoning a cart, or making a purchase. Automated emails can include welcome messages, activation emails, transactional emails, and lead nurturing emails. The purpose of automated emails is to deliver timely and relevant messages to the subscribers, without requiring manual labor. Automated emails can be personalized based on data points such as purchase history, location, or interests. Automated emails can save time and effort while improving engagement rates and generating revenue. It is important to carefully craft and periodically update automated email campaigns as they are an important part of customer communication journey.

Email Marketing Campaigns

Email marketing campaigns refer to a set of targeted and strategic email messages that are sent by businesses to their subscribers, with the goal of achieving a specific marketing objective. A marketing objective could be anything, from promoting a new product to announcing a sale, nurturing leads, or increasing customer retention. Email campaigns typically include a series of emails sent over a period of time and can be triggered based on subscriber behavior, such as subscribing to a newsletter, making a purchase, or abandoning a shopping cart. Email campaigns can be created and managed using email marketing software, and businesses can measure their campaign success by monitoring email open rates, click-through rates, and conversion rates. When executed effectively, email campaigns can increase brand awareness, improve customer engagement, and drive revenue for businesses.

Open Rate

Open rate is the percentage of delivered emails that are opened by recipients. Email senders rely on this metric to measure the success of their email campaigns. Successfully delivered emails are counted when they reach the intended recipient without bouncing or getting filtered as spam. A low open rate can be an indication that the email was either not delivered or not engaging to its intended audience.  To improve email deliverability rates, marketers should maintain a clean email list, use a reputable email service provider, and avoid using spammy language or content in their emails. It is also crucial to monitor acceptance rates to analyze email campaign performance.

Conversion Rate

Conversion rate refers to the percentage of people who complete a desired action, such as making a purchase, filling out a form, or subscribing to a newsletter, after being directed to a website or landing page. It is used to measure the effectiveness of a marketing campaign and the user experience of a website or landing page. To calculate the conversion rate, the number of conversions is divided by the number of visitors, and the result is multiplied by 100 to get a percentage. A high conversion rate indicates that the website or landing page is effectively driving user engagement and achieving its intended goals. Conversion rate optimization (CRO) is the practice of improving the conversion rate through testing and analysis of different elements of a website or landing page.

CTR (Click-through rate)

CTR (Click-through rate)  is a metric used to measure the effectiveness of an email marketing campaign. It represents the percentage of subscribers who clicked on a link within an email, divided by the total number of emails delivered. A higher CTR indicates that the email content was engaging and relevant to the subscriber, resulting in a higher likelihood of conversion. Email marketers can improve CTR by creating personalized and targeted email content, placing clear and prominent calls-to-action (CTAs), and optimizing email design for mobile devices. Monitoring CTR is crucial for analyzing email campaign performance and making data-driven decisions to improve future campaigns.


Engagement refers to the level of interaction that recipients have with email messages. High engagement rates, such as opens and clicks, can signal to ISPs and email filtering systems that the email is legitimate and engaging to recipients, which can improve deliverability rates. Engagement rates are calculated by monitoring things like open rates, click-through rates, and reply rates.

Email Providers

Email providers use subscriber engagement as a signal of the quality of the email content and may use it to determine email deliverability.

Mass Email

Mass email refers to a type of email message that is sent to a large group of subscribers or customers. Mass email campaigns are often used for promotional, informational, or transactional purposes and can be sent using an email marketing software or customer relationship management (CRM) system. Businesses often use mass email campaigns to reach a large audience and promote products or services to their subscribers or customers. However, it is essential to ensure that mass email campaigns adhere to regulatory guidelines, do not contain spammy content, and are targeted toward interested and engaged subscribers to avoid potential issues like high unsubscribe rates, spam complaints, or being marked as spam by email providers.

Personalized Email

Personalized email is an email that is customized and tailored to the recipient's interests, behaviors, or preferences. Email personalization is a marketing tactic that involves using data and segmentation to create highly targeted email campaigns that speak directly to the subscriber's needs. Personalized emails can include dynamic content, like the subscriber's name or location, product recommendations based on their purchase history, or special promotions for items they have previously shown interest in. Personalized emails are designed to increase engagement, improve click-through rates, and ultimately drive revenue for businesses by creating a unique and relevant experience for the subscriber.

Legitimate Email

Legitimate email refers to an email message that is sent to a recipient who has given express consent to receive email communications from the sender. Legitimate emails are usually sent as part of an email marketing campaign, where the sender offers value, solutions, or products to the recipient. Legitimate emails are generally recognized as email messages that comply with email-sending guidelines, consent requirements, and opt-out mechanisms. Legitimate emails are not spam, and they are typically well-crafted, relevant, and targeted to the audience. Email marketers must adhere to anti-spam laws like the CAN-SPAM Act to ensure that their email campaigns are compliant and that their messages are delivered to the intended audience.


Newsletter is a recurring marketing and communication tool that provides subscribers with updates, news, and information about a brand, company, or industry. Newsletters can be sent via email, traditional mail, or social media channels, but email newsletters are the most popular type of newsletter. Newsletter content typically includes company news, product updates, event information, industry insights, and other relevant content that is specific to the interests and needs of the target audience. Effective newsletters have a clear and visually appealing design, personalized content, and a clear Call-to-Action (CTA) to encourage subscribers to engage with the content, share it with others, and take advantage of special offers and promotions. Email newsletters can help build and maintain brand awareness, and customer loyalty, and generate leads and sales.


CAN-SPAM Act is a U.S. law that governs commercial email messages. It requires senders to include certain information in their emails, such as an unsubscribe link and a physical mailing address.

IP Warming

IP warming is the process of gradually increasing the volume of emails sent from a new IP address. This helps to establish a positive reputation and prevent the IP address from being flagged as spam.

List Segmentation

List segmentation is a marketing technique where an email list is divided into smaller groups based on specific criteria such as demographics, interests, behaviors, and engagement levels. By segmenting email lists, businesses can create targeted and personalized email campaigns that are more relevant to their subscribers and increase their chances of engagement and conversion. This can be done using an ESP's segmentation tools or through a CRM integration. List segmentation allows businesses to send more targeted and effective email campaigns, resulting in higher open and click-through rates, and ultimately, increased revenue.

Lead Magnet

Lead magnet is a marketing technique used by businesses to attract and capture leads by offering valuable and relevant content in exchange for the potential customer's contact information, such as name, email address, phone number, and so on. The purpose of a lead magnet is to convert visitors into leads and build a relationship with them through targeted and personalized communication. Examples of lead magnets include ebooks, whitepapers, webinars, quizzes, surveys, and free trials. A lead magnet should provide a quick solution to a specific problem and have a clear and enticing CTA (Call-to-Action) to encourage the visitor to take action. The lead magnet needs to be promoted through various channels, such as email campaigns, social media, blog posts, and landing pages, to increase its reach and effectiveness.

Marketing Strategy

Marketing strategy is a plan that businesses use to promote their products or services to target customers. It includes a comprehensive approach to marketing, taking into account the customer's buying behavior, the competition, and the company's goals. A marketing strategy outlines the key tactics and channels businesses will use to reach their target customers and the messages they will use to communicate with them. It involves market research and analysis, defining target audiences, understanding buyer personas, and setting goals and objectives. The strategy will outline the key tactics and channels the business will use to reach customers, such as social media, email marketing, content marketing, search engine optimization (SEO), or paid advertising. A well-designed marketing strategy helps businesses focus on a clear direction, allocate budgets and resources effectively, and measure the performance of their marketing efforts.

In conclusion, email marketing is a crucial component of any digital marketing strategy, and understanding the terminology associated with it is essential to ensure success. In this glossary, we have highlighted some of the fundamental concepts and terms that marketers need to be familiar with to make informed decisions and maximize the effectiveness of their email marketing efforts. From personalized campaigns and lead magnets to responsive design and dynamic content, implementing best practices can help businesses create engaging and relevant email content that resonates with their target audience and drives conversions. By staying up-to-date with the latest email marketing trends and techniques, businesses can build stronger relationships with their customers, drive revenue growth, and achieve their marketing goals.

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Senders' Case Studies
SUSO Digital
Industry - Marketing & SEO
Project length - 2 years
Key result - Market growth, funnel saturation
Industry - Information Technology & Services
Project length - ongoing
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Industry - Fintech
Project length - Ongoing
Key result - Safely scaled email outbound, moved off of Google, improved processes 

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With hundreds of thousands of people on their email lists eager to stay informed, and an impeccable reputation to uphold, Momofuku wanted to nip this problem in the bud quickly.

  • Momofuku reached out to Senders to run a diagnostic test on their sending infrastructure and find the root cause
  • Senders deliverability experts discovered an issue with their DMARC, which was preventing emails from being sent, as their WordPress wasn't aligned with their SPF
  • Senders provided the most effective solution helping Momofuku restore safe sending, and suggested next steps to ensure everything keeps running smoothly on their end
  • The client reported that Senders helped identify the problem and got them back on track 

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The Everyday Dose team prides itself on excellent customer support, in addition to their delicious set of products. So when they spotted DNS propagation issues setting up their customer experience platform, they reached out to Senders to find the best way to sort it out.

  • Senders deliverability experts confirmed the problem the team at Everyday Dose initially diagnosed
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While many follow the latest marketing fads, there are businesses that support their clients with impactful, data-driven strategies for long-haul success. One such business is Influence to Action, creating sales, marketing, and leadership strategies that provide lasting value to growth-centric B2B companies. Both their turnkey and “done with you” services are built to ensure measurable, tangible results, and come with ample flexibility to adapt to the company they’re meant to serve.

Naturally, they wanted to make sure their email sending infrastructure was set up correctly, to protect their reputation and successfully reach their recipients. Our deliverability team worked with the client’s team on:

  • Aligning the client’s three domains with Amazon to make sure they are compatible and optimized in order to integrate with Amazon’s system.
  • Setting up a proper DMARC policy to protect their domains against unauthorized use and phishing scams.
  • Enhancing email deliverability as well as security, so that each email sent from these domains can be properly authenticated and more likely to land in the right inbox.
  • As a result, the client can protect the reputation of their business and domains, while safely sending out their email campaigns.

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Integrity and transparency are part of their core values, so when their team ran into sending issues, they were referred to Senders.

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