FAQ Friday: What does all this email marketing jargon mean?

Email marketing has its own language. Sometimes the meaning can get lost in the jargon we use. Today we thought we’d give you an overview of common email marketing terms and what we mean when we use them.

Email Design Jargon

An email skin predesigned to match your branding. Includes various sections for you to fill in each time you are ready to send an email.

Call to Action. Every email you send should have a CTA. What do you want your recipients to do with your email. Click here, call, you, register for an event, etc.

URL and Hyperlink
A URL is a web address (i.e. www.swiftpageconnect.com). A hyperlink is a piece of text or an image linked to a URL from an email or website. (i.e. Click here to visit Swiftpage Connect)

Landing Page
A single web page used for various marketing purposes such as hosting a full article linked to from an email, collecting registrations for an event, or giving more information on a marketing initiative. Most landing pages seek to convert visitors to leads. Learn more about the Swiftpage Connect Landing Page Feature here >

HyperText Markup Language is used for displaying webpages, emails, and other information displayed in a browser. All Swiftpage Connect emails are coded in HTML. The Basic Editor does the coding for you whereas the Advanced Editor opens up the code for you to edit and change on your own.

Email Client
Also known as an email reader. Refers to any program used to access, read, and manage email. Common email clients include: Microsoft Outlook, Gmail, Hotmail, Yahoo, and AOL. We talk about email clients a lot when we talk about testing. Emails look different in every email client.

Email Deiverability Jargon

Database of IP addresses of email marketers who have been labeled as spammers. ISPs and organizations subscribe to the blacklists to aid in filtering.

SPF Record
Sender Policy Framework. An SPF record allows you to authenticate your email and verify that your message comes from an authorized mail server. SPF records help detect messages coming from spammers who try and falsify senders’ IP addresses in the email header. Swiftpage has an SPF record tool that you can use to verify your email campaigns. Click here to access it >

Internet Service Provider

Email Service Provider (i.e. Swiftpage Connect)

Controlling the Assault of Non-Solicited Pornography and Marketing. The CAN-SPAM Act of 2003 established requirements for those of us who send commercial email. Learn more about the act here >

Next week we’ll look at a new more terms. Stay tuned!

About Audrey Howes

Audrey has been an active member of the Swiftpage team since September 2009. Audrey manages Social Media and special projects with her marketing know-how and design expertise. When she’s not working you are likely to find her enjoying time with her family in the mountains near Steamboat, going for a run, reading a good book, being goofy with her kids, or savoring a latte in a local coffee shop.


  1. FAQ Friday: What does all this email marketing jargon mean? Part II | Swiftpage Marketing Blog - August 17, 2012

    […] Last week we let you into the email marketing dictionary and defined some common email marketing terms. Catch up on that post here. Today we look at terms from your email reports. Understanding what each section of your reports mean is a crucial step in making accurate changes to your email marketing efforts. You can also click here for to see a sample report and more definitions. […]

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