Email Industry Terms and Acronyms

Email Industry Terms and Acronyms

A Glossary of Email Marketing Terms and Abbreviations

Above-the-fold: The part of a web page that is visible without scrolling. It is generally more desirable placement on a website because of its visibility.

ADSP: Author Domain Signing Practices

AOV: Average Order Value

B2B: Business to Business

B2C: Business to Consumer

CGC: Consumer Generated Content

CGM: Consumer Generated Media

Click to Open (CTO):The unique number of times a link is clicked from a message divided by the unique number of confirmed opens for that message. For example if a message is sent to 4 people. Two people render the email, and one of those two click on a link one or more times, the resulting CTO is 50% (1 click /2 confirmed opens = 50%). Clicks / Email Renders = Click to Open Rate

CTR: Click Through Rate

CMS: Content Management System

Confirmed opt-in: takes place when the recipient opts-in and receives a follow-up message confirming that permission has been obtained.

CPC: Cost Per Click

CPI: Cost Per Interaction

CPL: Cost Per Lead

CPT: Cost Per Transaction

CPA: Cost Per Action

CPG: Consumer Package Goods

CPM: Cost Per Thousand

CPS: Cost Per Sale

CRM: Customer Relationship Management

CTA: Call to Action

CTO: Click To Open

DKIM: DomainKeys Indetified Mail

Double opt-in: requires two explicit actions on the part of the recipient granting permission: first, the recipient must formally opt-in, then the recipient must actively respond to a confirmation (e.g., by clicking on a link).

DSP: Demand Side Platform

eCPM: Effective Cost Per Thousand

EMS: Enhanced Message Service

ESP: Email Service Provider

Eye Level Marketing: The concept basically describes what a lot of folks call personas. Talk
to people on their you know who they are with imagery that
they identify with.

FTAF: Forward To A Friend

GRP: Gross Ratings Points

IMU: Interactive Marketing Units

IO: Insertion Order

ISP: Internet Service Provider

KPI: Key Performance Indicator

MIME: Multipurpose Internet Mail Extensions (MIME)

MMS: Multimedia Messaging Service

Opt-in: requires the recipient's explicit and active permission.

Opt-out: assumes that the recipient's permission is granted unless explicitly instructed otherwise (i.e., a pre-checked box)

PFI: Pay for Inclusion

PFP: Pay for Placement

PPC: Pay Per Click

PII: Personal identfiable Information

PPL: Pay Per Lead

PPS: Pay Per Sale

RTB: Real Time Bidding

RFP: Request For Proposal

ROAS: Return on Advertising Spend

ROI: Return On Investment

RSS: Really Simple Syndication

RT: ReTweet

ROS: Run of Site

RON: Run of Network

SEM: Search Engine Marketing

SEO: Search Engine Optimization

SERP: Search Engine Results Page

SOV: Share Of Voice

SMS: Short Message Service

SMTP: Simple Mail Transfer Protocol

SWYN: Share With Your Network

TOV: Total Order Value

VOD: Video On Demand

VOIP: Voice Over Internet Protocol

WOMM: Word of Mouth Marketing