Friday, November 12, 2010

Marketing Terms - Email Marketing

In case you plan to go to a email marketing seminar any time soon, here are some commonly used terms you may want to brush up on. In fact, sprinkle some of these throughout your sentences and you'll convince anyone that you are a seasoned marketing professional!
Graphic obtained from VerticalResponse

ROI (Return on Investment) - The measure of the profit you make and/or costs saved at your business.

Open Rate - The number recipients who opened your marketing material, typically measured as a percentage of the number of total recipients. It's a useful metric for judging response to a particular campaign, with a few restrictions.

Above the Fold - First, you have to know what the "fold" is - it's the last area of your browser or email right before you have to start scrolling. Any area that requires some scrolling in order to see the content is "below the fold." Rule of Thumb: Your most important information should be located above the fold, since it's the first thing your customers will see!

Copy - Any body of text on your marketing material.

Phishing - It's a bad term, and you never want your brand to be affiliated with anything phishing-related. VerticalResponse describes a phishing scam as "a spammer, posing as a trusted party such as a bank or reputable online vendor, sends email messages directing recipients to Web sites that appear to be official but are in reality fraudulent. Visitors to these Web sites are asked to disclose personal information, such as credit card numbers, or to purchase counterfeit or pirated products." Sounds like "sketchy-quervos" to me!

Preview Pane - If you have Outlook, Entourage, or Mac Mail, you should be familiar with the preview pane, which allows users to view the email through a preview pane before opening it. If you want to grab your recipient's attention fast, use the preview pane to your advantage and insert attention-grabbing opening lines to entice recipients to actually open the email.

Targeting - This is an easy one, especially if you have taken Michael Savod's MKT 300 class. "Target marketSSSSSS," he emphasized. As aggravating as those extra S's may sound, his intended message holds true. Use geographic, demographic, psychographic and behavioral information to narrow down the group of people who will most likely respond to your marketing campaign. Do so, and you might just hit the gold.

Web Friendly fonts - Times, Arial, Helvetica, and Verdana, and other "standard fonts". These universal fonts can be read by 99.99% of all browsers. If you want to get creative and stray from these fonts, however, you might run  into some compatibility problems. Most browsers will automatically convert your pretty fonts into something uglier, more standard fonts. You wouldn't want recipients' browsers to hinder your creativity now, do you?


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