Email Marketing and Sales Definitions

Unique Clicks:
Clicks that come from one visitor one time. If someone clicks on a link once, that is a unique click.

Raw Clicks:
Is the total number of visits or clicks on a link (including repeat clicks or visits)

CTR (Click Through Rate):
The percentage (the number of unique clicks divided by the number that were opened) of recipients that click on a specific link in your email.

Is advertising purchased from another marketer which is sent out to his or her list. Prices range from approximately $75 to $350 (and more sometimes)

Ad Swap:
An ad swap is when you send an ad (promotion) to your list for another marketer they send to their list. Each of you agrees to how many “unique” clicks you will each receive. It is usual practice to send the ad out again, if you fail to get or receive the clicks agreed upon.

Signature File:
Your signature at the end of an email, providing your name and contact information. This is also a good place to include a couple of links to other products you are promoting.

Above The Fold:
The part of the email or webpage that is seen before you have to scroll down. Try to have the most important or eye-catching information located here, whenever possible.

Optin Marketing:
Is when a visitor lands on your lead capture or squeeze page, enters their name and email into the form and subscribes to your list.

Optin Conversion (Conversion Rate):
The conversion rate for email campaigns is the total number of completed optins or signups from the total click through in the email message.

Sales Conversion:
The conversion rate for sales is the total number of completed sales from the total click through in an email ad.

Buyers List:
This is a list comprised strictly of subscribers who have purchased from you. These are valuable customers and you want to treat them very well.

Link tracking is common to all forms of internet advertising. A link that is tagged or cloaked provides a record of activity.

It is important to your email marketing to track links. This is done when you receive an affliate link (for the promoter to keep track of affiliate sales and commissions etc…) However, you need to do this in your own campaigns and promotion as well. This is how you track for yourself how many clicks yours ads and promotions are getting. When you swap or purchase a solo, you can know if you were delivered what you paid for (and can prove it).

Bounce Rates:
This has to do with the delivery rate of your email – The number of emails that do not reach their target email address because they are returned by the mail server or client. This can occur because of a permanent error in the email address or if the email box is full. This number is important as it can affect
your sender reputation (which should be an important factor when choosing which autoresponder to use)

Bounce rates can also apply to activity on landing pages connected to the links in your emails. A high bounce rate can be if the information on the page is irrelevant to the visitor. A lower bounce rate means the visitor spends some time looking/reading the page. This indicates the information on the page was relevant to the visitor (that’s a good thing).

Privacy Policy:
A description of a website or company’s policy on the use of information collected from and about website visitors.


If you send an email to someone who did not signup or optin to receive it, that is spam. Reputable marketers will have nothing to do with it. If you are promoting for them and they find you spamming (which they can track quite easily), they will drop you. If your name becomes associated with spam you will quickly lose trust and your reputation in the industry. This is something to be avoided at all costs.

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