You wonder if the Robinson list in email marketing has anything to do with Daniel Defoe's famous novel. What could "Confirmed Opt-In" or "Double Opt-In" mean? What do the popular abbreviations CAC, CPL, CPO or CPM stand for? Our glossary brings light into the darkness and offers all the important technical terms from email marketing and online marketing.
A/B testing is a testing method for advertising testing purposes, in which an original version of an ad is tested against a modified version. The AB test is also known as a split-run test because the procedure involves dividing the target group into two subgroups: Group A and Group B. Depending on the division of the target group, the advertising medium, such as an ad, is also produced in two parts: the original variant and a modified variant. The original ad is then used for group A and the modified ad is used for group B, and the reactions are compared. Reaction here means the desired effect of an advertising medium, such as ordering a product.
AIDA is an acronym for an advertising effect principle. It stands for the English terms Attention, Interest, Desire and Action.
Business-To-Business (B2B) / Business-To-Consumer (B2C)
B2B is the abbreviation for Business to Business and generally describes the relationship between at least two companies. B2B marketing is about marketing "specific products and services to corporate customers" - in contrast to B2C marketing (or business to consumer marketing), which is aimed at private customers (consumers). Accordingly, when designing B2B email campaigns, the target group of business customers must be addressed (relevant offers, language style, time of dispatch, etc.).
The click-through rate in email marketing is defined as the ratio between the number of emails opened and clicks on the links contained in the email. Here, the gross click rate (all clicks on the links, including multiple clicks by individuals) can be distinguished from the net click rate (only one link per click is counted from each person).
Content Management System (CMS)
A content management system (CMS for short, German content management system) is software for the joint creation, editing and organization of content (content), mostly on websites, but also in other media forms. These can consist of text and multimedia documents. In many cases, an author with access rights can operate such a system with little programming or HTML knowledge, since the majority of systems have a graphical user interface. WordPress, Joomla and Drupal are among the best known and currently the most widely used open source CMS. TYPO3 is mainly used in German-speaking countries.
Parameter from online marketing that quantifies the costs per click on a link - in e-mail marketing, of course, the link in an e-mail. This figure is obtained by dividing the cost of a mailing by the number of clicks measured.
Parameter from online marketing that quantifies the costs per purchase or order of a product. This figure is obtained by dividing the costs of a mailing by the number of purchases measured.
English designation of TKP (jump point to TKP explanation). CPM stands for Cost Per Mile.
Customer Relationship Management (CRM)
Customer relationship management, CRM for short, or customer care, describes the consistent focus of a company on its customers and the systematic design of customer relationship processes. The associated documentation and management of customer relationships is an important building block and enables in-depth relationship marketing. In many industries (e.g. telecommunications, mail order, service companies), relationships between companies and customers are geared towards the long term. These customer relationships are maintained using CRM, which should have a significant impact on the company's success.
DDV is the abbreviation for “Deutscher Dialogmarketing Verband eV”. The main purpose of the association is intensive communication with the media and German and European politics. The lobbying work of the DDV aims on the one hand to represent the interests of dialogue marketing in political bodies and on the other hand to achieve acceptance and recognition among consumers. Within Europe it is the largest association of its kind, which as a member of the European umbrella organization FEDMA also maintains good contacts with the EU Commission in order to also act as a contact at EU level. The association was founded back in 1948, at that time still as the "Working Group of Address Publishers" (ADV) and has since then continuously grown and adapted to changes over time, including name changes.
DKIM stands for Domain Keys Identified Mail and is an identification protocol to ensure the authenticity of email senders. It was originally developed by Yahoo in 2004 with the aim of containing unwanted e-mails such as spam or phishing e-mails.
The “eco” – Association of the German Internet Industry e. V. was founded on June 26, 1995 in Bonn. The abbreviation eco stood for "electronic commerce". The association sees itself as representing the interests of the German Internet industry and has set itself the goal of promoting technologies, shaping framework conditions and representing the interests of its members in politics and in national and international committees. With around 800 member companies, eco is now the largest association of the Internet industry in Europe.
An HTML e-mail is written in the HTML page description language known from the web, so it is very similar to a website. Accordingly, HTML e-mails can also contain graphics - a clear design advantage over pure text e-mails.
Internet Message Access Protocol (IMAP), originally Interactive Mail Access Protocol, is a network protocol that provides a network file system for email. MAP was designed in the 1980s with the advent of personal computers to eliminate dependencies on individual client computers for mail communication. For this purpose, IMAP extends the functions and processes of the Post Office Protocol (POP) in such a way that users can store and leave their mails, folder structures and settings on the (mail) servers. The (PC) clients access the information on the servers directly online and may have to store copies of it. While a user of POP after losing their PC either lost all emails or received already deleted emails again,
MHTML describes a standard that allows various file formats including graphics, HTML, etc. to be stored in one file and sent via email.
The MIME format Multipart is used for this purpose, which makes it possible to accommodate different MIME formats in one file.”
The Post Office Protocol (POP) is a transfer protocol that a client can use to retrieve e-mails from an e-mail server. Version 3 (POP3) is described in RFC 1939. POP3 is an ASCII protocol in which data transfer is controlled by commands that are sent to port 110 by default. POP3 is very limited in functionality and only allows emails to be listed, retrieved and deleted on the email server. Protocols such as IMAP must be used for additional functionalities such as hierarchical mailboxes directly on the mail server, access to several mailboxes during a session, pre-selection of e-mails, etc. As a counterpart to POP3, the Simple Mail Transfer Protocol (SMTP) is usually implemented in clients and servers for sending e-mails.
Under false pretenses (cf. social engineering), the recipients are persuaded to participate in pyramid schemes or to make financial advance payments to the senders (the scammers) in anticipation of promised brokerage commissions. The victim is first made to believe that they can earn an enormous fortune. The person making the advance payment waits in vain for this consideration of the transaction – money or goods – because a consideration was not intended from the outset. For this purpose, potential victims are today often contacted with bulk e-mails (“spam”), while bulk faxing was still widespread some time ago. But normal postal letters are still used to make contact. In English, the term scam is occasionally used (German Fraud, Beschiss, Masche) is used as a synonym for advance payment fraud, although it actually has a broader meaning in terms of (internet) fraud. As a result, it also spread in the German-speaking world as Anglicism for advance payment fraud.
The Simple Mail Transfer Protocol (SMTP) is a protocol in the Internet protocol family that is used to exchange e-mails in computer networks. It is primarily used to feed in and forward e-mails. Other, specialized protocols such as POP3 or IMAP are used to retrieve messages. SMTP servers traditionally accept connections on port 25 (“smtp”).