eMail Marketing Basics

eMail Marketing Basics


If you’ve decided to implement an email marketing program or are ready to talk to your marketing team or a consultant about email marketing, this basic training will introduce you to the important email concepts, terminology and metrics that you’ll need to know.
We hope you enjoy and get the most out of this training.
eMail Marketing

Important eMail Marketing Terminology


  • Headers: Information regarding routing, authentication such as SPF/DKIM/DMARC keys, unique identifiers, unsubscribe messages and sometimes more depending on the mailer
  • HTML & Text: Insert a “View this email online” link right at the top of your message

Open Rate: How many people (in percentage form) opened the email that you sent.

  • Click-Through Rate: How many of those who opened your email actually clicked on one of the links in the body
  • Deliverability: The number of emails from your send that actually made it to the inbox
  • List Cleaning/List Scrubbing/List Pruning: Cleaning or pruning bad email addresses, defunct accounts from your “list
  • Can-SPAM: Set of rules that you MUST follow when sending email if you want to not be classified as spam and potentially face federal fines and penalties
  • Opt-In: The number of emails from your send that actually made it to the inbox
  • Double Opt-In: Users have given you permission twice (usually via a confirmation link in an email)
  • Unsubscribe/Opt-Out: Ability of users to unsubscribe from your email list.
  • Bounce Back: The number of names on a list that get returned to you as “undeliverable”


Email Marketing is obviously more complicated than these email concepts! But this will get you started.
eMail Marketing


Facebook Comments
2 Responses
  • Iva
    August 24, 2018

    I have a chiro who is interested in “drip campaigns” Email marketing…..says he has 1000’s of emails….I understand it’s up to me 😉 but trying to get a feel for prices – I was thinking of $500 setup and $250 per month….haven’t actually done this as a standalone service, does that sound too low?

    • Marketpedia Team
      August 29, 2018

      In this case, you can’t use Mailchimp for your email marketing, the unsubscribes will be too high, and the email list unless its active will have lots of bounces and will flag your Mailchimp for removal. is designed for cold email drip, and is $200/mo plus a few dollars to eliminate bad emails before you send them.

      Use a new Domain, buy google mail for one year (don’t setup month to month) google will send 200 day safely and if you are not month to month they trust you are not a spammer more. If you use your own clients domain and then you get flagged as spam, ALL the clients emails start going to spam folder.

What do you think?

Your email address will not be published. Required fields are marked *