Email Marketing Glossary
Email Marketing
Open Rate
The percentage of emails opened in an email marketing campaign, or the percentage opened of the total number of emails sent.
Email Marketing
Opt Out (or Unsubscribe)
When a subscribers chooses not to receive email communications from the sender anymore, and requests removal from your email list. It is legally required that you provide a clear way to opt out in every email you send.
Social Media Marketing
Organic Reach
A social media metric that shows the number of unique users who have seen your social media post. Maximize your organic reach by targeting the right audience with highly engaging content.
Social Media Marketing
Original Content
Fresh, creative writing and imagery constitutes an original content. Content creators produce original content to build a platform that boosts brand reputation and credibility as subject-matter experts and thought leaders.
Social Media Marketing
Paid Social
Paid social is the practice of displaying sponsored advertising content on third-party social networking platforms with the goal of targeting specific customers. Marketing leaders often use paid social to increase marketing efficiency and capture new subsets of customers.
Branding
Parent Brand
A brand that acts as an endorsement to one or more sub-brands. Parent brands are typically well-established and trusted by their audience, benefitting the sub-brands beneath it. Example: Coca-Cola, which has hundreds of sub-brands including Dasani, Powerade and Simply Orange.
Social Media Marketing
Permalink
A web address or Uniform Resource Locator (URL) of a particular post that will remain unchanged for many years into the future is called a permalink. Use them as content hyperlinks, as they are less likely to corrupt or rot.
Email Marketing
Personalization
Adding elements to your email that are personalized based on information you already know about them. It could refer to addressing the recipient by name, referencing past purchases, or other content unique to each recipient.
Branding
Personas
Personas (a.k.a. customer personas) describe an audience segment’s occupation, desires, actions, beliefs and anything that might influence their behavior with a brand; extending beyond demographics to psychographic motivators. include This creates a consistent understanding of the audience for stakeholders during brand positioning and targeted communications.
Email Marketing
Physical Address
The physical, street address of the company sending the email, usually found in the footer of an email. Its inclusion is a legal requirement for all email marketing.
Email Marketing
Plain Text Email
An email sent without HTML. You should always give your recipients the option to read emails in either HTML or plain text for better readability.
Social Media Marketing
Platforms
The software powering social networks, APIs, backend functionalities, and markup language, is called social platforms. They are often used ambiguously to represent social media networks or channels.
Social Media Management
Playbook
A playbook is a living document that outlines and details the policies and practices that govern your community. Like a roadmap, a playbook exists for the use of your internal community team.
Social Media Marketing
Podcast
A series of digital audio files that users can download to a personal device through RSS feeds for easy listening is called Podcast. Promote your podcasts on social media for greater reach and downloads.
Branding
Positioning Statement
A written description of the position that a company wishes itself, its product or its brand to occupy in the minds of its target audience. Intended The statement explains why the company is different than competitors and what consumers will gain from purchasing it.
Social Media Marketing
PPC
The acronym for Pay Per Click, the Social PPC (Pay Per Click) is a form of paid digital advertising used solely for placement on social media channels. Combine cost-effective per click ads with social campaigns for incredible results.
Email Marketing
Privacy Policy
A clear description of a website or company’s policy on the use of information collected from and about website visitors and what they do, and do not do, with the data.
Branding
Private Label
Private label products are sold under a brand name but manufactured by an outside company. Brands using a third-party to manufacturer private label products have control of the brand packaging, prices and marketing, without owning the production facilities. Example: Kroger’s Private Selection and Simple Truth brands.
Social Media Management
Program Management
Managing a collection of responsibilities for a community or community program, which could include budget management, team management, vendor management, contractor management, reporting and P&L ownership.
Branding
Qualitative Research
Research conducted through interviews, focus groups and other forms of observation. It provides context about an audience’s feelings, beliefs and motivations regarding a brand, product or service with nuance and depth.
Branding
Quantitative Research
Research that uses surveys, polls and questionnaires to provide numerical observations on large audience samples. It provides empirical answers to branding and marketing questions, and is often used to provide factual, projectable and statistically significant information for decision-making.