We just can’t get enough of these e-marketing terms

This is our second to last post that will dive into the many e-marketing terms that surround us. I hope you have enjoyed this month of terms. Please let us know if you have any questions or would like more terms defined. 


A/B Split

A/B splitting is a type of testing your email campaigns for effectiveness. You divide your list into two equal segments – Campaign A and Campaign B. Each campaign is tested with a different variable such as a different subject line. By sending the email outs with two different subject lines you will be able to tell which is most effective.



Frequency refers to how often you send email campaigns. For example, you can send your newsletter weekly, monthly, every other week, quarterly or even annually. The frequency should be dependent on the results you receive from your campaigns. You can test the rate of frequency your recipients prefer by using A/B split testing.


Harvesting vs. House List

Harvesting is the illegal process of building email list to send bulk and unsolicited emails. Examples of harvesting include purchasing a list, scanning websites for email address and tradeshow email lists. A house list is the exact opposite. It is the list you build yourself that is 100% permission based. This list allows you to segment and qualify your contacts to reach them in the most effective way using all forms of marketing communication.


Open Rate

The Open Rate refers to the number of email recipients who opened your email. It is important to note that the open rate is only based on HTML messages that are opened. Text emails cannot be tracked or reported on. Basically, the open rate is a percentage of the total numbers of emails sent over the total number opened.


Conversion Rate

The conversion rate measures the percentage of people converted into subscribers/purchasers out of the total population of a campaign. For example, if you were to send a direct mail piece to a list of contacts that you do not have permission to email asking them to sign up for your newsletter the conversion rate would be the number of people who signed up over the number of people you sent the piece to.


Opt-in form

It is a web form or survey that you can add to your site to gain email addresses as visitors sign up. With Swiftpage’s Survey tool you can have these participants automatically written back to your database as well as automatically added to the newsletter Drip Marketing campaign – no extra manual work needed.


Forward to a Friend

Forward to a Friend is an option and link provided in all Swiftpage email campaigns that allows email recipient to forward the message to someone else. If the recipient uses the link provided, then you will see their efforts in the campaign’s results.



Email spoofing is the act of forging a sender’s address on email messages. It is used to mislead recipients into reading and responding to false emails. This is a direct violation of the CAN-SPAM Act.



ROI stands for return on investment. It is the measure of the profit received or the costs saved of a particular campaign or situation. The ROI is the driving decider on whether or not you follow through with a given proposal. If the ROI cannot be positive or cannot be deciphered it is hard to justify the investment to begin with. You must take into consideration the difference between the cost of the business proposal (including price, time and resources) and the revenue that will generate from it. If the revenue outweighs the costs you have a postive ROI. Read an article about the ROI of E-marketing>>



Swiftpage is a SaaS product, otherwise known as Software as a service. A SaaS product is a software distribution model where an application is hosted by a service provider and made available via network (i.e. the internet).

2 Responses to “We just can’t get enough of these e-marketing terms”

  1. I will never get there so thank you for letting me visit with your pictures. Love you blog and look forward to your posts.


  1. The Chemistry of Email Marketing « Swiftpage Email Marketing blog - September 7, 2011

    […] Keeping in mind that no method is full-proof, and that much like a batting average a good email open-rate hangs somewhere between 20-30%, there are some simple practices that when implemented, can have […]

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