Passed on 22 May, 2025
1. Key concepts
In this lesson, you’ll be introduced to key concepts and terms used in email marketing.
Get familiar
Take the time to learn about the key terms and concepts. You may recognise some of these terms from other modules and others might be entirely new.
Email marketing terms
Learn about key terms so you’re familiar with the foundations of email marketing before you start.
Email marketing
The process of sending messages to a list of existing subscribers to share information, drive sales, or create a community.
A/B testing
A method of testing where two versions of content with a single differing variable, like email subject lines, are compared to determine which yields better results. For example, test ‘20% Off Today Only’ vs. ‘Your Exclusive 20% Discount Awaits’.
Call to action (or CTA)
A call to action (CTA) is a prompt that encourages you to take a specific action, like ‘Sign up’, ‘Learn more’, or ‘Buy Now’.
Click-through-rate (CTR)
Measures the percentage of email recipients who clicked on one or more links within an email, out of the total number of emails delivered.
Click-to-open rate (CTOR)
The percentage of email recipients who clicked on one or more links within an email, out of the total number of emails opened.
Conversion rate
The percentage of users or website visitors who completed a desired action, such as clicking on a link in an email or purchasing a product.
Email bounce rate
The percentage of emails sent that could not be delivered to the recipient's inbox. This might happen if the recipient’s inbox is full or maybe due to inaccurate emails (such as those with a typo or misspelling).
Email campaign
A set of emails sent to a specific audience with a clear goal, such as promoting a product, sharing news, or driving engagement. These emails are typically scheduled and sent at specific intervals to maximise their impact.
Metrics
Quantifiable measurements that are used to track and assess a business objective. For example, open rates measure how many recipients opened an email, helping you evaluate the effectiveness of your subject lines.
Spam
Unsolicited and unwanted bulk emails sent to a broad recipient list, often with no prior consent. However, legitimate emails can also be marked as spam if recipients find them irrelevant, overly frequent, or poorly targeted.
Subject line
The first text recipients see, after the sender’s name when an email reaches their inbox. These should summarise the content of the email and be written in an engaging way to drive opens and clicks.
Subscriber
An email address opted-in to receive emails from brands or businesses.
Lesson complete
Great job!You’ve now covered the foundational concepts of email marketing, setting you up for success as you move through the rest of the module.Next, let’s find out more about how to set up and monitor email marketing for your business.
You’ve now covered the foundational concepts of email marketing, setting you up for success as you move through the rest of the module.Next, let’s find out more about how to set up and monitor email marketing for your business.
Next, let’s find out more about how to set up and monitor email marketing for your business.
Next, let’s find out more about how to set up and monitor email marketing for your business.