As with many online marketing terms, email has its fair share which can be misunderstood. Here are 5 must know email marketing terms which you need to know.
Everyone bangs on about relevance but do most people really know what it means? As an example, there is a new wave of email technology that personalises based upon context – whether that be the device the email was opened on, the current weather or location of the customer. As great as this is, it’s not relevance. Relevance is making sure that all of your content matches the customers interests and is going beyond the basics.
So if relevance is a term misused, it’s likely that personalisation is also misunderstood. Personalisation in itself does not mean the same as relevance. In fact, it’s easy to think you are doing a great job by personalising an email – maybe a different header image based upon gender – but it’s often not gone far enough to be relevant so make sure you don’t fall into the personalisation trap and think it’s enough.
Unbelievably, I saw someone the other day talk about deliverability in the sense of it being how many you sent to minus bounces, and, therefore, indicative of how many emails land in the inbox versus junk folder. Also known as ‘Inbox Placement’, email deliverability is how many emails reach the intended destination.