Chapter 12: List Building & Email Marketing

brand loyalty

the fifth stage of the buyer’s journey; where a brand builds an existing relationship with a customer, turning them into an ambassador who speaks positively about the brand

click-through

the act of clicking a link or linked item in an email, taking the reader to another web property

double opt-in

a two-step process that a new subscriber must complete before being officially added to an email list; step one is filling out a subscription form, and step two is clicking a confirmation link via email

email list

a collection of email addresses willingly provided by the owners who share a common relationship; also known as a subscription list

email marketing

the act of communicating with a list of people via email

email newsletter

an email that provides brand updates sent at regular intervals; often maintains its own brand and consistent layout

friendly-from

the name seen as the sender of an email, generally a person or brand

from email

the email address from which an email is being sent

landing page

a standalone page on a website that draws in visitors due to external marketing or advertising efforts such as paid social media or paid search; a landing page includes a conversion opportunity for the visitor such as a form or account creation

open

the act of opening an email from a computer or mobile device

opt-in

the act of allowing a business to house an individual’s contact information and contact them via email or other means

preheader

the first few words that display below the subject line in an email inbox and show the actual text of the email

subject line

the line of text seen in an email inbox that acts as an email’s headline or title

subscriber

a person who fills out a subscription form

subscription form

a form that lives on a website to collect user data, allowing the collector to then communicate with subscribers

unsubscribe

to permanently remove oneself from a previously subscribed to email list and database