Terminology Tuesdays Part 4: Email Marketing

This is the fourth and final post of a four-week series where we’ll be detailing the must-know terms for all things online marketing! This week we’ll be going over Email Marketing! 



Email marketing is super important for keeping your donors, supporters, and volunteers in the loop. This is a direct form of marketing which uses Email to communicate fundraising or commercial messages to a targeted audience. Email marketing is an affordable way to get the word out and we've put together a list of the must-know terms:


1. Average Open Rate

This is a measurement of the number of people that open an email as compared to the total number of emails sent in a campaign or time frame.


2. Bounced Email:

This is the case when an email can not be delivered to a recipient. This is typically expressed as a percentage of subscribers who didn't receive your message. There are two types of email bounces: hard and soft. A hard email bounce is when there is a permanent issue like an inactive or incorrect email address and a soft bounce is when the inbox of the receiver may be full or your email is too large.


3. Click Through Rate (CTR):

This is the measure of how many people clicked on a hyperlink within your email. This can be altered with link positioning, time of day your email is sent, email length, or link emphasis.


4. Call to Action (CTA):

This is a tool used to get the recipients to perform an action. This is usually in the form of a button or image which can prompt recipients to subscribe, register, download content, or donate.


5. Email Conversion Rate:

This measures the amount of recipients that complete the action in a CTA. For nonprofits, this is usually a donation or registration page. 


6. Email A/B Testing:

This is a split testing method to test out different email campaigns with different groups of subscribers. By comparing two campaign options and their metrics like click through rate and open rate, you can see which campaign is best suited for your audience.


7. Email Campaign:

This is a coordinated set of messages that are deployed over a set timeframe. These usually have a specific goal like getting people to sign up for an event or donate. 


8. List Hygiene:

This refers to the process of periodically removing bounced email addresses and unengaged subscribers from your subscriber lists, and updating email change requests. 


If you have more questions about nonprofit strategy you can always reach out to the DipJar fundraising experts for help. It's what we love to do!