16 email marketing terms communicators should know

If you feel that you’d like a translator when your marketing colleagues speak, this glossary can get you up to speed.

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Though many PR professionals are fluent in marketing speak, some terms might be unfamiliar.

Confusion can especially occur when PR pros’ marketing colleagues use terms related to email and digital marketing or employ abbreviations:

“We need to re-think the CTA on that drip campaign because the CTR was abysmal.”

Decipher your marketing department’s lingo with this quick guide to common email marketing terms:

Inbound marketing: A strategy using content marketing, blogs, events, search engine optimization and social media to create brand awareness and attract new business. Content and interactions are designed to be relevant and helpful.

Outbound marketing: A strategy that reaches consumers by spreading messages across channels, including trade shows, seminar series, email blasts to purchased lists, cold calling, telemarketing and advertising.

Touch: A single point of interaction with a consumer contact.

Delivered: The number of emails that made it to your contacts’ email address.

Click-through rate (CTR): The number of unique clicks divided by the number of unique opens.

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