Rental List (or Acquisition List)
» “Rental list” (or Acquisition list) is a list of targeted recipients which is used by the businesses to send promotional and informational emails.
» Generally, this is a opt-in list means the people have willingly subscribed to receive the information about their desired topic.
» There are vendors who sell or rent the lists of email addresses to different businesses. However, a better alternative for businesses is to build their own list rather to rent or buy lists. Yes, this is a long term process but the return of investment is likely to be more.
Read or Open Length
» “Read or Open length” is the portion of the email newsletter which is displayed by the email clients by default without scrolling down.
» Personalization is very important for the success of the email campaigns. The email templates should be customized such that the most relevant content is visible on the top part thereby persuading the email recipients to scroll down for more.
» Managing the read or open length depending upon the email clients help in better engagement.
» “Rich media” is generally considered as a combination of graphics, audios, videos and animation. These are used in web based communications in order to depict information in creative manner.
» In email marketing, use of rich media wisely is a key challenge. As the emails may be rendered differently as per the different email clients, it is important to assure that the rich media are displayed consistently across different clients.
» Rich media can effectively enhance the engagement levels in the email marketing campaigns.
Recency & Frequency
» “Recency & Frequency” is an analytical technique used by the email marketers to query the prospect’s database and extract the email sending patterns.
» This technique is used to keep rhythmical communication with the prospects, so as to avoid marketing fatigue.
» The Recency & Frequency technique is used to create a suppression list that is constantly being updated. This lets the marketers know as which recipients have met the email sending threshold.