• Abandoned basket email

    Has a customer put something in their basket and left without buying. If so, the way to entice them back is with a triggered email.

    This will remind them of what they have left behind, so they can complete their purchase.

  • Email automation

    You can create a bank of emails that are automatically sent to your customers – to save you time and money.

    For example, if a customer has just purchased one of your products, you can a send them an automated ‘thank you’ email.

    Here are some other examples of triggered emails:

    • A welcome email can be sent to a new subscriber to introduce them to your company
    • If your customers have become inactive, sending a re-engagement email could help to boost your engagement rates
    • An email that is sent at a specific date/time, including a birthday or anniversary, can be a great excuse to contact your recipient – especially if you treat them to a gift they can’t refuse!
    • Confirmation emails are sent after an action from the recipient, letting them know that everything has gone through successfully
    • If your customer decides to unsubscribe from your email programme you can send them a quick response to confirm they will no longer receive your emails
  • Blacklist

    This is a list (no kidding!) of IP addresses from cheeky spammers, in order to prevent them from sending people spam emails.

    To avoid ending up on one of these blacklists, make sure your emails are highly targeted and engaging.

  • Body content

    When you hear email marketers talking about the ‘body’, they’re chatting about the main part of an email, not bones and organs!

    Generally, the copy, images and links should make up the body content.

  • Bounce rate

    This is how many times your emails fail to reach your customer’s inbox. There are two types of bounces…

    • A hard bounce happens when you’re targeting an invalid address
    • A soft bounce is due to temporary conditions, including full inboxes or out-of-office replies
  • Call-to-action (CTA)

    When you send an email, the idea is that you want your readers to do something, that’s where a CTA comes in.

    It tells the recipient what to do or where to go.

    The clearer and more creative your instruction, the more likely your customer will do what you’re asking them to do.

    Some examples include…

    • Start your free trial
    • Tell me more
    • I want this
    • Yes please! Send me the coupon
    • Discover the magic
  • Click

    This action indicates how many times your reader has interacted with your email. The more clicks on an email, the harder your email is working.

  • Click to open rate

    This metric measures the percentage of clicks on links included in an email campaign against the number of opened emails in that campaign.

    It can be used to evaluate the effectiveness of design, layout, usability, and copy of the email itself, rather than the campaign as a whole.

  • Click through rate

    This measures the percentage of recipients that have clicked on your email of the total delivered campaign. It’s a handy way to see if recipients are going where you want them to go.

  • Conversion rate

    This measures the percentage of recipients that respond to the action you set in your email, against the total number of emails sent. For example, recipients subscribed to your email programme or made a purchase.

  • Dedicated IP Address

    An IP address unique to you/your company. Utilising a dedicated IP address ensures that your sender reputation is not damaged by any less-than-reputable activities of other senders when on a shared IP Address.

  • Deliverability

    Where do your emails go when you send them? If they’re not reaching your customers’ inboxes, this will affect their deliverability.

    Deliverability is a metric used to measure your email’s ability to land in the recipient’s inbox, rather than the spam folder or inactive email accounts.

    We suggest aiming for a deliverability score of 98%.

  • Domain name

    A name (surprise, surprise!) that identifies one or more IP addresses.

    Scroll down to find out what an IP address is.

    These names must be separated by dots – for example, you could have redcmarketing.com Ever wondered what each part of the name means?

    The part on the left is the second-level domain, which is more specific. And the part on the right is the top-level domain, which is more general.

  • Double opt-in

    Want your recipients to keep getting your awesome emails? Then you’ll need to persuade them to subscribe.

    When you’ve done that, you should send them another email asking them nicely to confirm the subscription to your list. This is double opt-in.

  • From line

    You’ve guessed it… this says who your email is from in an email client. How your email address or name reads can play an important part in the recipient’s decision to open. It should represent your brand properly – but remember to keep things short and sweet.

  • GDPR

    The General Data Protection Regulations (GDPR) is a policy that aims to protect the privacy of personal data.

    Next year, a new regulation is going to be put in place, which could affect email marketers like you.

    Under the current rules, companies can use personal data to contact email recipients. Yet with the arrival of the new legislation, email marketers will have to use a double opt-in approach, meaning recipients must opt-in and confirm that they wish to receive marketing communications.


    It will take effect on 25th May 2018.

  • HTML email

    HTML is the content and structure of web pages and emails. When it comes to your emails, HTML gives you the flexibility to get creative with your design.

  • IP address

    An IP address is the unique code given to your computer/device in a network, and shows both its identity and general location – so there’s no hiding!

  • Landing page

    Hurrah! Your reader has clicked on one of your call-to-actions. But where have they gone? Hopefully rather than floating around the web, you’ve linked a page on your website to your email for them to land on. This landing page should be relevant to the CTA and content of your email.

  • Open

    Open measures how many times your email has been opened and can indicate which of your subject lines work best.

  • Open rate

    This statistic measures the percentage of emails opened from the total number of emails sent in your campaign.

  • Personalisation

    A great way to make your reader feel special (and avoid hitting the delete button) is the use of personalisation.

    Using the recipient’s name will grab their attention. However, personalisation is more than just using ‘Hi Firstname’.

    Including information you know about your recipient, such as past purchases or unique content, can also help increase your open and click through rates.

  • Pre-header

    Your pre-header should be a summary of what the email contains.

    It appears below the subject line your recipient’s inbox and offers an extra way to engage the reader and give them additional information, as they um and ah over opening your email.

  • Read length

    The more engaging your email, the more time your reader will take to read it before they close.

  • Responsive design

    Whoever said size doesn’t matter obviously hasn’t designed an email.

    From smartphones to desktops, it’s important your email displays correctly on any device, big or small.

    This will allow your recipient to read any information clearly and prevent them from squinting at their screen.

    It will also help reduce the chances of your email being classed as spam by email systems such as Gmail.

  • Single opt-in

    A single opt-in list is created when users sign up for email communications, but don’t hit that confirm button. It may be a quicker, but it isn’t the recommended way of building a healthy subscribe list.

  • Split testing

    Testing can establish the performance and effectiveness of your email marketing campaign.

    Split testing is when you send out numerous versions of your emails with the same theme but they contain a different subject line, design or copy elements.

    The results are based on a number of metrics to determine which combination best fits your campaign.

  • Subject line

    Your subject line is the first chance you have to engage and persuade your recipient. A strong line increases the likelihood of them opening.

    A subject line tends to describe what is in your email. However, your recipient will get lots of emails landing in their inbox each day.

    To make your subject line stand out here are some quick tips:

    • Urgency: 24 flash hour sale now on – don’t miss out!
    • Benefit: Get party ready with these must-have outfits
    • Offer: Take 30% off storage solutions
    • Question: Do you have plans for Bank Holiday weekend?
    • Teaser: Sparkling, bubbly and fruity
    • List: Top 10 movies to watch this summer
    • Incomplete: Inside you’ll find an excuse to…
    • How to: How to make the perfect pancake
    • Personalisation: Happy Birthday, Katie!
  • Unsubscribe

    So your recipient has decided your emails aren’t worthy for their inbox and opt-out of your list – this is called unsubscribing.

    If this sounds all too familiar… head back to our gallery for more email inspiration.