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A glossary of the most important terms and concepts that every email marketer must know.
A/B Split Test (often called just A/B Test) is a method of comparing two versions of digital marketing campaigns. A/B split testing gained popularity as a method of comparing performance of different versions of landing pages. However, the method is based on statistical methods that date back to the 18th century. A/B split testing can be used for measuring effectiveness of any type of digital marketing campaign. Read more about A/B Split Testing in our email marketing guide.
Acceptable spam report rate is a measure of how many marketing or status emails sent by a particular sender are reported as spam or junk. A generally accepted value among email carriers is 0.1%. Once an IP address from which you send emails reaches a high number of spam reports, subsequent emails sent from this IP will be marked as spam and they will be placed in a junk folder automatically. Even higher spam reports will get the IP blacklisted. You can use a tool like InboxHit Blacklist Check and Monitor to see if your IP address is blacklisted.
ALT tag is an HTML attribute applied to image tags to provide a text alternative for search engines. Search engines and other web crawlers cannot interpret images. However, images can play a crucial part in how people interpret a particular web page. It is very important to include ALT tags in HTML emails because most email clients by default block images. ALT tags provide a description of the image and thus your email recipients can conclude a meaning of the image.
Animates Gif is an image file format. Animated Gifs are a quick-and-easy way to present dynamic content, especially in web pages and in emails. Animated Gif file sizes are small compared to other alternatives for creating dynamic content like Java and Flash. Therefore, animated Gifs can be downloaded by the browser or email client easily, allowing for a faster user experience.
Attachment is a file that can be sent along with an email. It can be any type of file like a document, an image or a video. When your recipients open your email message, they can double-click on the attachment to open it with the program assigned to that file type on their computer. Normally, email service providers have limits on attachment size. It varies from a provider to provider. Attachments may also include computer viruses, trojans, worms, or other malware.
Autoresponder is email automation software. Autoresponder automatically returns a predefined email reply to anyone who sends an email to a particular email address. Autoresponders can be very simple or they can be quite complex. Simple autoresponders return the same response. Complex autoresponders may analyze actual email and reply with different responses based on the keywords contained in the original email. You can use autoresponders to reply to your visitors instantly with the most common responses.
SPF or Sender Policy Framework, is an open standard that allows the owner of a domain to specify which mail servers they use to send mail from that domain. Read more about SPF in our Email Deliverability Guide.
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