Inbox Marketer: From A To Z

As a data-driven email marketing agency, we have lots of tools that we use to accomplish different client goals. With so many terms and acronyms being used in our blog posts, our resources, and our day-to-day operations, we decided to define them in this extensive list!

Like you, we like keeping things simple when it comes to our client’s landing pages, email marketing campaigns, and all communication related to client relations. Much like ideal customer journeys, the greatest success comes from the least amount of steps taken to solve a problem or fulfill a need.

Any marketer operating within the digital landscape knows that there are a myriad of terms and keywords used to describe services, actions, and products that fulfill needs and solve client problems. When talking about campaign details, email marketing strategy and beyond – Inbox Marketer is no exception to this idea.

We decided to clarify the meaning behind some of our most popular terms used with clients in marketing, services, and tech solutions, in order to get everyone on the same page when it comes to terminology. Read more below!


A/B Test – Also known as split testing or bucket testing, A/B testing is a method of comparing two versions of a web page, app, headline, or other creative/design element against each other to determine which one performs better in a sample.


Application Programming Interface (API) – A set of clearly defined communication methods between various software components. A good API makes it easier to develop a computer program by providing all the essential building blocks, which are then pieced together by a programmer.


(KPI) Attribution Analysis – A series of analysis and checks of key performance indicators (KPIs) which provide direction and determine the value of marketing programs.


Benchmark Analysis – A measure of how metrics stack up against competitors and industry averages. A competitive analysis provides ways to differentiate and stand out from competitors while ensuring best practices are followed for specific industries and marketing programs.


CASL – An acronym which stands for “Canada’s Anti-Spam Legislation”; enacted regulations requiring any individuals or organizations that send commercial electronic messages (CEMs) to obtain express consent from all Canadian recipients.


Commercial Electronic Messages (CEM’s) – whether presented as social media messages, emails, or text messages, all CEM’s are under CASL compliance rules and subject to the same regulations of permission.


CONNECT – A brilliant email marketing platform that helps deliver relevant messages at the right time. CONNECT’s user-friendly workflow helps you send targeted emails directly to the inbox quickly and easily.


Content Strategy – A cohesive marketing strategy which focuses on the planning, creation, and measuring of content delivered to end-users to generate awareness of a particular brand, product, or service. A good content strategy is aligned with the customer experience and serves to provide value to the end-user.


Dynamic Email – An email feature which allows automatic adjustment and tailoring of messaging to end-users based on personalized features like first names, last names, previous products purchased, and more.


Express PermissionExplicit permission among contacts required to send end-users email in a consensual manner. To achieve express permission, clear language and intent is required, as well as a company’s name, address, website, and clear unsubscribe mechanisms.


Frequency Analysis – Inbox Marketer employs frequency, touch-point and timing analyses to ensure that the optimal number of messages within an optimal time span are sent to end-users for maximum engagement.


GDPR – The General Data Protection Regulation (GDPR) is a regulation on data protection and privacy for all individuals within the European Union. GDPR affects countries outside the EU as well, as long as messaging applies.


Google AMP – Short for Accelerated Mobile Pages; creates mobile-friendly content for email with an accelerated loading time for better delivery.


H1 Tag – The <h1> to <h6> tags are used in HTML code to define different heading sizes – <h1> being the largest and most important heading, with <h6> being the smallest and least important.


Interactive Email – A feature which allows users to bring personalization to a new level by automatically adjusting your email message content to suit end-user ideal needs.


Key Performance Indicator (KPI) – A measurable value demonstrating how effectively a company achieves key business objectives, defined by objective and industry. Companies often use KPIs as a benchmark for success towards reaching sales and marketing targets.


List Hygiene – A process which entails cleaning out inactive contacts from future email marketing campaigns (or re-engaging them) and keeping your remaining list warm with healthy email sending habits and customer journeys.


Multi-Point – A multi-user email platform developed by Inbox Marketer that provides your branch offices, franchisees, or employees in the field with the ability to send customized emails with enhanced reporting capabilities while ensuring corporate branding consistency.


Open Rate – A measure of how many people on an email list open (or view) a particular email campaign; normally expressed as a percentage.


Personalization – Remember that warm, fuzzy feeling you got when you received a handwritten letter addressed specifically to you in the mail? Known as one-to-one marketing, personalization involves marketing efforts that speak to end-user needs, names, and personal preferences directly.


Qualified Lead – A sales or marketing qualified lead (SQL or MQL) is a lead or sometimes known as a prospect deemed more likely to become a customer compared to other leads based on lead intelligence and scoring, often informed by closed-loop analytics within a sales or marketing cycle.


Results – What we get for our clients (duh). We believe that true results are measurable, actionable and stem from a data-driven approach.


Segmentation – Classifying or splitting an email subscriber list based on specific conditions or variables such as location, age, previous campaigns interacted with, time since last open, etc.


Top-of-Funnel – Generally, the marketing funnel goes from Awareness/Attention to Interest, to Desire, to Action. Top-of-Funnel (TOFU) content speaks to the awareness section and helps to generate initial leads from prospects.


Unsubscribe Rates – Generally, an unsubscribe rate of less than 1% falls within industry norms; ironically, having the right unsubscribe mechanisms in place not only falls under CASL & GDPR compliance, but can act to reduce unsubscribe rates in general by promoting brand transparency.


View-Through Conversions – A visitor is shown your ad, they do not click on it, but later return to your site and convert: View-Through Conversion rates are calculated from dividing conversions by the total number of impressions.


Win-Back – If your inactive subscriber list is growing in size, a win-back campaign with the right incentive is the perfect way to re-activate otherwise lost end-users.


X-Men – We couldn’t think of anything for the letter “X”, so we picked one of our favourite comics. (Mag)Neato, right?


“Yes!” – When it comes to consent for our clients, this is is the golden go-ahead.


ZZZ… – If your email list has more inactive subscribers than active – not all is lost. By implementing the right win-back campaign with the right subject line, incentive, and creative – you can turn the tides on reactivating subscribers.


What does your A to Z look like? Can you think of any definitions to add to this list? For more information on the terminology listed above or ways we can serve your needs, contact us.