Before your first email marketing blast it’s important to master the core concepts. In particular, understanding the terms related to your online email campaigns.
Above the Fold
Above the fold refers to the area of any web-based document, including HTML emails and email landing pages, which are visible to the user without the need to scroll down farther on the page. Since user monitors may differ greatly in terms of resolution, font size and zoom settings, it’s important to ensure the most important visual elements of your message are visible upon first opening the message.
Auto responders refer to automatically generated messages sent to those who join email lists or send an email to a specified address. When a user follows up with a subscription request, comment or question, you can immediately let them know you have received their message and will have a team member follow up accordingly.
A campaign refers to a new email marketing message, or a set of messages, based around a central promotion. Campaigns make reporting and tracking your messages easier.
Consumers are able to use Direct IQ to mark emails as unwelcome, allowing you to remove them from your marketing list. The CAN SPAM act became federal law in 2003 in an effort to protect consumers against misleading email messages. According to the law, all email must have a genuine header, originating address, a relevant subject line, provide instructions for users to unsubscribe as well as providing a physical address of the sender.
Clicks refer to the number of users who click on a particular marketing message, including emails, after viewing the content. You can measure the effectiveness of your campaign according to how many users click through.
A more detailed metric, conversion rates capture the percentage of users who follow up on your email with a specified action such as a purchase or signup.
This refers to the number of times your email marketing messages were delivered to user inboxes. The delivery rate helps measure the success of your marketing list. We work with leading ISPs to ensure your messages are delivered.
Email Landing Pages
Landing pages refer to the web pages designed and built to support a particular web marketing campaign. You can design, populate and optimize your landing pages to ensure you get the best results from your messages.
A hard bounce occurs when an email address no longer exists and the message is returned to the sender.
An important part of optimizing your email marketing campaigns, list segmentation is the process of organizing your marketing list according to types of consumers based upon demographics and interests. Proper list segmentation can help improve your open, click through (CTR) and conversion rates. Building a business email marketing list through Direct IQ allows you to capture email addresses from users who are interested in receiving your materials.
Our live reporting feature provides real time data on your campaigns. With live reporting you can instantly see the deliveries, opens and clicks from your campaigns.
Opens / Reads
The open rate refers to the percentage of users who open a particular marketing email. In DirectIQ, we use Reads when referring to Opens.