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 level...like 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