If you are new to email marketing or simply need help with a list of abbreviations, this post is for you. Here’s a breakdown of the most commonly used email marketing terms and phrases.
A campaign is a collection of emails that you send to your customers and potential customers. A campaign is usually associated with a specific goal (e.g. to boost web traffic, or to encourage people to make a purchase).
When you setup a campaign in HubSpot, you can choose from different templates. One of the first things you will want to do is set a date and time frame for the campaign (usually between one and three months).
While the name suggests that this is an important marketing tool used to target specific audiences based on location, time and date, contextual marketing happens when you target individuals based on their previous actions, not just their current location and time.
For example, if you know that a particular type of shopper frequently visits big box stores like Walmart or Target, you can send them an email promoting a special discount at their favorite retail store. This is more effective than just sending an email to everyone at 12 p.m. on a Tuesday.
Custome defines the customers of your business. It can also refer to the personality traits, preferences, and buying behaviors of your customer base. When used in an email marketing campaign, custome can be used to target potential customers based on gender, age, interests, device, and behaviour. The advantage of using custome in your marketing is that you can target individuals who have already shown interest in your product or service in the past.
A decoy is a fake product or service that you use to attract customers to your actual business or product. When used in an email marketing campaign, a decoy can be used to attract individuals to a specific website or social media account where they can learn more about your product or service. The advantage of using a decoy is that you can test different versions of the fake product or service to see which one converts the best.
Divi is short for “dividing information.” It can be used to segment your customer base into different groups based on interests or behavior. When used in an email marketing campaign, you can target individuals who fit into different groups based on previous actions (e.g. online shopping behavior, etc.).
For example, you can send someone who browsed women’s clothing an email about a sales promotion for a dress that they’ve shown interest in previously. Or, you can use divi to segment your customer base into different groups based on interests (e.g. tech savvy, beauty, etc.). You then use the segments to send specific content or offers to the right audience. The advantage of using dividi is that you can get a good sense of what interests your customers prior to sending out any promotional emails.
Drip is short for “drip marketing” or “reinforcing offer.” With drip marketing, you send out a series of emails to encourage people to make a purchase or take an action. The advantage of using drip is that it is a proven technique for getting people to take action without over-explaining everything. Just send out a series of emails encouraging people to make a purchase or take an action.
An affiliate is a person or company that earns a commission by promoting another business or product. In an email marketing campaign, you can use an affiliate to gain more followers by giving them free stuff in exchange for an Instagram or YouTube link.
For example, you can give a Twitter account that has only three followers a free eBook in exchange for an Instagram link. Or, you can give a YouTube account that has 300 subscribers a free ecoupon in exchange for an Instagram link. The advantage of using an affiliate is that you can gain more followers without having to spend money on expensive ads.
Freight is an amount that you are responsible for paying to bring a product or service to market. In an email marketing campaign, you can use freight to refer to the cost of bringing a physical product to market (i.e. the cost of printing mailing labels and packing materials, delivery fees, etc.).
If you sell your own products, you are responsible for paying for shipping (even if you use a third-party shipper). You also need to factor in your own fees (e.g. if you’re doing business over the phone, you will need a phone account, etc.).
Learning is the process of acquiring knowledge or skills. In an email marketing campaign, you can use learning to target individuals who show interest in your product or service but don’t yet know much about it. With this strategy, you can teach them about your product or service via email. The advantage of using learning is that it is a free technique for gaining more followers without having to spend money on expensive ads or promoted posts.
“LOL” stands for “laughing out loud.” It is a slang abbreviation for “laughing out loud,” which can be used to describe something that is so funny that you physically had to laugh out loud. In an email marketing campaign, you can use LOL to refer to something that is so funny that you want to share it with your followers.
For example, suppose that you are sending out a newsletter to your customer base and one of the tips in the newsletter encourages people to eat food that they’re allergic to. You will want to send out an email saying: “LOL, that tip in the latest newsletter about not eating food that you’re allergic to is so funny! I had to laugh out loud when I read it.”
An offer, more commonly known as a marketing or sales pitch, is any material that you use to encourage people to take a specific action (e.g. buy a product, visit a website, etc.).
When used in an email marketing campaign, an offer can be anything from a discount to a free trial to a specific product. The important thing to keep in mind is that whenever someone visits your website via a web browser or an email, you have the opportunity to sell them something. To improve your chances of conversion, use an offer that is relevant to the individual who is visiting your site (e.g. if they are looking for a phone case, you can offer them a discount on one of your mobile phone lines).
To drive traffic to your site, you can use free tools like Google Analytics to track the offers that are converting well and use this information to create more relevant and targeted marketing campaigns in the future.