The DMA Legal & Best Practice Hub of the Email Marketing Council have for a number of months been working on defining the metrics that are commonly used day to day within our industry. Why? Because with so many definitions and meanings it’s often difficult to keep track and to help those new to the industry to understand what a term means when they hear it.

Over the coming weeks we’ll be publishing the metrics on this blog for your comment and feedback. We’ve decided to split them up so as to make it easier to read and comment on, so feel free to add your thoughts and comments to the list of metrics below.

We’ve categorised the metrics and the first category is ‘The Email’:

1. Above the Fold

Definition: This is the part of the email message that is visible without the need for scrolling.

Things to take into consideration: This is generally the most important and valuable area as a individual sees this information first.  The area above the fold changes size depending on the recipients screen resolution.

2. Cell

Definition: The combination of content with a group of recipients (frequently called a segment). The content can be unique to this group to improve response, or it can be the same in order to easily test response.

Things to take into consideration: This type of personalisation can be the most effective way to get optimum response for e-mail. The more you capture and learn about a group of users, the more effective it will be. Split test campaigns against the same creative with generic content to gauge if there is an uplift with this level of personalisation.

3. Dynamic Content

Definition: Content that is chosen by the system when the e-mail is being created. This content is based on the recipient’s attributes stored in the database.

4. HTML message

Definition: An email that contains any formatting other than ascii text.

5. Personalisation

Definition: Database values that are inserted by the system when the e-mail is being created.

6. Plain Text

Definition: An email that consists of solely text and no other formatting code.

7.  Subject Line

Definition: The field at the top of an e-mail template in which the title or subject of the e-mail can be typed. It is important to have a strong subject line, particularly if using e-mail for advertising or promotional purposes, or the recipient may simply delete the e-mail.
source: emailmaketingpro.org/email-marketing-terms

Things to take into consideration: The subject line can effect the open rate of an email hugely. This is one reason why open rates should not be used to gauge the effectiveness of a campaign. The aim of the subject line is to get people to open the email but it should give enough accurate information to ensure that when the recipient opens the email it is relevant and what they expect, which in turn will result in the end action being optimised.

So that’s our first part published and look forward to receiving your thoughts and comments.

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