A little guide if you are confused by the email marketing terms you find on different websites, I hope it helps.

Automatic Response (AR)

is an email service that sends pre-written emails to anyone who fills out a subscription form.

Opt In (Subscribe) (OI)

it’s what a subscriber does when they want your information. Then fill out a subscription form on their website. When they complete this and click “Subscribe” or whatever you choose to call your button, they have given you permission to contact them by email or phone, whichever is requested.

Double opt-in (DOI)

This is the recommended setting for anyone who is gathering leads through an autoresponder. When your website visitor completes a subscription form, they will receive an email asking them to acknowledge that they want to subscribe to receive her message and that they want to receive more messages from you. When you choose the double opt-in option, your emails will have a higher deliverability rate than if you choose not to have the double opt-in option.

Top of cap (ATF)

this is all you see at the top of the computer screen (here email) where you don’t have to use the scroll bar to see the rest. This is prime real estate for email, so make sure if you write long emails you grab their attention before they have to scroll or you may lose their interest before they get to your call to action.

Deliverability Rate (DR)

measures how many emails have been sent and how many ended up in an INBOX

Hard Rebound (HB)

is when an email permanently doesn’t arrive in an email inbox because someone mistyped the email or someone provided a fake email address when filling out a form.

Soft bounce, (SB)

on the other hand, it is due to a technical problem, such as a full email inbox or an unavailable server.

A subject line (SL)

it is what will entice your subscriber to open your email. Choose catchy topics to get your subscriber to open your emails.

Open rate % (OR)

is the number of emails sent in an email marketing campaign divided by the total number of emails opened.

Click Through Rate (CTR)

is the number of unique clicks on a link in your email, divided by the number of people who opened the email.

conversion rate (CR)

This is the measure of how successful you have been with your email campaign. If you link to a sales page for an affiliate offer, it calculates how many the email was sent to and how many sales you made from that email.


is an email that is formatted like a web page and allows for images, background colors, unique fonts, etc.

HTML emails can have a high click-through rate if used correctly.

plain text email

because not all browsers allow HTML emails, so you must write what is called plain text, which does not allow images or text formatting.

Email Signature (ES)

the best practice is to add your signature at the end of each email. In a signature, you can add your social media accounts, link to your company, services, products, or website. This is a great marketing opportunity that is often overlooked.

spam or garbage

is when you haven’t given permission to receive the email, they often don’t include an unsubscribe link either, so it’s very hard to stop the emails. However, now email providers can also send permission-based emails to your spam/junk folder because they contain words that your email provider considers spam. So if you’ve opted into something but can’t find it in your inbox, I advise you to check your spam/junk folder.

Unsubscribe (opt-out)

If you choose to no longer receive an email and wish to stop communication from the sender, there should always be an unsubscribe link/button at the bottom of each email. It can be hard to find sometimes, but it’s there!

I hope this clears up any misunderstandings you may have had.

To the top


Leave a Reply

Your email address will not be published. Required fields are marked *