At Jupiter Digital we understand that the buzzwords associated with email marketing can sometimes be a little confusing. Below is a handy jargon buster to help explain some of the key phrases you might come across when planning your next email marketing campaign:

Spam traps – Old, inactive or specially created email addresses that identify spammers or mailers with poor list-management processes.

Below the fold – The area of an email generally hidden from view and which users need to scroll down to find. This is often where the unsubscribe button will be placed, making it difficult for receivers to locate.

Sender reputation – Sender ‘credit scores’ help receivers decide whether to put your mail in the junk box or not. Poor reputation is caused by spam traps and customer spam reports.

Black-listed IP address – An IP address is like a phone number and is used to identify the computers that send email. ISPs can use this number to block emails from spammers. When this happens, the IP address has been black-listed.

Behavioural email – Crediting relevant and targeted email based on a user’s website behaviour. Not to be confused with re-marketing, a form of targeting based on a user’s response to a previous email.

White listing – A process whereby a sender is approved to have priority for inbox placement and image rendering by an ISP. Only the very best senders get white-listed.

Image blocking – Many ISPs block the serving of images and links, unless the sender is white-listed by the ISP or the recipient. This makes open rates unreliable.

Event-triggered email – A message sent to a subscriber list based on an event. Events are determined by, for example, information supplied when consumers join the list, or by the marketer’s engagement strategy.

Lookers – Customers who have registered for email updates but have yet to make a booking from receiving those emails.

Defectors – Customers who made an online booking but no repeat purchases.

Double opt-in – The recipient confirms their registration via an email as well as online. This is the very best way of capturing quality email addresses.

We hope you found this jargon buster useful.