Call To Action
» “Call to Actions” are specific action words used to encourage the prospective customers to take some action.
» It is very important to include Call to actions in the email newsletters, so as to get an idea as what are the specific areas the prospective customers are interested in.
» Some examples of Call to Actions include “Click here to see our product demo”, “Click here to see our latest product offers” etc.
» With effective Call to actions and analytics, the chances of prospect engagement increases.
» “Campaign” refers to a email marketing project in which marketers design a set of email messages and send them to different targeted lists of opt-in email subscribers.
» Marketers build and run campaigns at periodic intervals of time to bring awareness about their products or services.
» For successful email marketing campaigns, it is very important to understand the target audience and not to blast only self-promotional emails. The campaigns should be informative enough for the prospective customers.
CAN SPAM ACT
» The “CAN SPAM ACT” is a law enacted by the Federal Trade Commission. The law sets the rules for regulating the transmission of all commercial email messages.
» CAN SPAM stands for “Controlling the Assault of Non-Solicited Pornography and Marketing Act”.
» The CAN SPAM ACT regulation is applied to all commercial emails either sent to business e-mail accounts or to the individual consumers.
» TFor more information on CAN SPAM ACT, please visit Bureau of Consumer Protection Business Center.
» “CAPTCHA” stands for Completely Automated Public Turing Test to Tell Computers and Humans Apart.
» CAPTCHA is defined as a challenge-response testing system that is used to ensure that the desired response is generated by a human being, not by a computer.
» The CAPTCHA codes are implemented in various scenarios such as while creating new email address, while commenting in the blogs etc.
» The CAPTCHA image contains an alphabetical or numeric code for the users to match, so as to ascertain that a human user is doing the transaction.
» “Challenge Response” is an automated email sent by the recipient to the sender to check whether the sender is trustworthy or a spam.
» The Challenge Response mail may ask the sender to enter a captcha code or may instruct the sender to provide certain information about them.
» After the sender puts the right response, the email is then added to the recipient’s email list.
» “Content” in any particular email marketing campaign comprises of the subject line and text in the header, body and the footer of the email template.
» Impressive content along with design are vital for enhanced success rate of any particular email campaign.
» The content should be engaging enough to keep the prospective customers interested in the brand’s products or services.
» Marketers can also add call to actions to the email newsletters such as “Connect with our blog”, so as to offer other valuable content to prospects.
» “Conversion Rate” is defined as the percentage of email subscribers who respond to the call-to-actions included in the email campaigns.
» Conversion Rate is a vital parameter to measure the overall success rate of any specific email campaign.
» Depending upon the call-to-actions, the prospects take different steps such as visiting the website landing page, downloading informative materials, contacting a representative or making a purchase. Marketers calculate the overall conversion rate by carefully analyzing the different actions performed by the prospects.
Click Through Rate (CTR)
» “Click Through Rate” (CTR) is the percentage of unique individuals who have clicked on the links provided in the email newsletters.
» The higher the click-through rate, more effective is the email marketing campaign.
» There are three steps to calculate CTR:
1. [Calculate] Total Unique Link = Total no. of clicks — Number of multiple clicks.
2. [Calculate] Clicks Per Open = Total no. of unique clicks/ Total no. of emails opened.
3. [Calculate] Click Through Rate = Clicks Per Open × 100
Cost Per Thousand (CPM)
“CPM” stands for Cost per Thousand or Cost per mille.
CPM is defined as the price for sending 1000 email messages. For example, the calculations are done as below:
When the CPM rate set by the email service provider is $ 20, and we need to send 10,000 emails; it would cost us a total of $ 200 with per email price of $ 0.02.
Email service providers use different CPM rates based on the volume of email campaigns.
Cost Per Click (CPC)
» “Cost Per Click” (CPC) is one of the advertising models followed by Google Adwords.
» In this advertising model, the client will only have to pay only for the number of clicks they get on their online ads. For example, if the CPC is set as $1 and the online ad is shown 1000 times but gets no click, then you don’t have to pay anything as a client. If in case, out of the 1000 times of display, the ad got clicked 10 times, then you will have to pay $1 × 10= $10.
» In other words, CPC= Total cost÷ Total No. of Clicks
» Many email marketers also follow the CPC model in their email marketing campaigns.
Cost Per Action (CPA)
» “Cost Per Action” is another online advertising model in which the payment terms are based on the actions performed on the ads.
» In other words, the costs are calculated depending upon the conversion rates obtained from the ads.
» The Cost Per Action model is quite similar to the concept of Affiliate marketing. In Affiliate marketing, the Company pays a certain amount for each action performed on the online ads.
» The cost per action model is also implemented in the email marketing campaigns.
Clicks Per Delivered
» “Clicks Per Delivered” is defined as the number of clicks divided by the total number of emails delivered to a particular inbox.
» When a subscriber clicks on a link, an image or a button; a click is recorded. The total number of clicks is calculated as the number of recipients clicking on at least one link in the email.
» This serves as an indicator of the performance of the email message.
Click To Open Rate (CTOR)
» “Click To Open Rate” is the percentage of individual actions taken out of the total unique email opens.
» Click To Open Rate is a measure of the content and creativity of the email campaigns.
» CTOR= Unique Clicks ÷ Unique Opens × 100
» CTOR depends upon different parameters such as type of email, industry, email segmentation and the number of links present in the email.
» “Clickstreaming” is an analytical process used to track and record the activities of the page visitors in the web browsers.
» The different parameters tracked in the analysis involve the page loading times, page navigation by the users, time spent on pages, actions taken on pages etc.
» Clickstream analysis can broadly be classified into traffic analysis and e-commerce analysis. Traffic analysis works at the server level and e-commerce analysis tracks the user behavior directly while the user is navigating the website.
» “Confirmed Opt-In” is an email security standard meant to preserve the integrity of any person subscribing to any particular email list of a specific brand or service.
» In the Confirmed Opt-In process, the email service providers send a confirmation mail to a new subscriber to complete the subscription process. The subscriber gets the email with a link to click, so as to ascertain the identity. The email link also contains an unsubscribe link, which the subscriber can use to opt-out from the emailing list.
» Confirmed Opt-In is a standard used to secure email marketing.
Canonical Domain Name (or C Name)
» “Canonical Domain Name” or CNAME is a link name used to point a sub-domain to another hostname.
» For example, we can set up different CNAMEs for forms and surveys. If the company’s domain name is mysite.com, we can create a CNAME for forms such as forms.mysite.com or can create a CNAME for surveys such as surveys.mysite.com.
» It is necessary to check the DNS settings of your domain names prior to adding the CNAMES.
» “Co-Registration” is an email marketing strategy to build email database more effectively and enhance the performance in the long term.
» A Co-Registration partnership happens between companies whose products and services are not competitive of each other but they can share the same customer base.
» For example, a real-estate Company can undertake Co-Registration with a private loan provider. In this case, the real-estate Company can share the email subscribers with the loan provider according to the predefined terms and deals.