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The First 35 Email Marketing Terms to Know as a Junior Marketer

Published: August 11,2020

Q: What’s the most challenging part when starting a marketing career?
A: Actually wanting to start a career in this direction.


Everything else will just come along. There are indeed tons of new information you need to assimilate, tens of marketing courses available, and tens of marketing tools you’ll need to learn to use. But take baby steps and everything will come together in time, just like the pieces of a puzzle. Start with bookmarking this list of the first 35 key marketing terms you should know as a junior marketer.

A/B Testing

This is a very useful technique when you want to know your audience better. As the name suggests, you will need at least two variants of the newsletter you want to send. You use different ways to present the same offer, send it to two different user groups and then, compare the results to see which message had the greatest impact.

Bounce rate

There are three different methods to measure the bounce rate: considering the hard bounces, the soft bounces, or both. The bounce rate tells you the percentage of emails that were returned by the ESP, for various reasons: the email address no longer exists, the server was unavailable or the sender’s inbox is already full.

Call to Action (CTA)

A short text, usually displayed as a button, which encourages the reader to perform a certain action, such as „Download the App”, „Click for more details” and so on. Most of the time, the CTA is placed at the end/bottom of the newsletter, but depending on the context you can also place it higher above in the email.

Click-through rate (CTR)

It is the percentage of people who clicked the CTA or the link in the email you sent them. For better results, you should consider the “unique click-through rate”, as some people may click more than once.

Click-to-open Rate

It is the percentage of people who opened the email and then clicked on the CTA or link in that email.

Conversion Rate

It is the percentage of people who take action and do what you told them in the email. For instance, if the purpose of the email sent was to download the latest version of the app and the user actually downloads the app through your email, that’s a conversion.

Delivery Rate

It’s the percentage of emails that actually reach people’s inboxes.

Email Analytics

Comprises all the tools, metrics, and useful technologies that help you measure an email campaign.

Email Phishing

It’s a fraudulent method used by scammers to make people provide personal details, such as bank account numbers, credit cards, or any other sensitive information. The main reason why some people fall into this trap is that the scammer creates an authentic-looking email address.

Email Service Provider

It’s a specialized company that helps you with both the software and hardware components to send emails to your subscribers. The ESP also aids you in managing the list and tracking the emails.

Google Analytics

This software allows you to track how people interact with the email you sent them and what actions they perform the moment they arrive on your website through that email.

HTML email

It’s an email message created in any type of formatting other than a plain text message. With HTML email, you can use different fonts, logos, various images, and colours.


When a user accesses a certain page on your site for the first time, it counts as an impression. It’s used in calculating the advertising rate.


The people on your subscribe list who have not performed any action in the past month or more. They haven’t opened your emails, nor clicked on the email CTA.

Landing page

The page on your website where a subscriber would land if they clicked on the CTA button or link in the sent email.

List owner

The person or organization who owns a list of email addresses.


It’s a very useful code when you want to hyperlink an email address in an HTML or text email (eg. mailto:SarahSmith@domain.com). When you click the link, it will open an email window with that email already inserted in the To: field.

Open rate

It’s the percentage of people who opened your email.

Opt-in box

It’s the area or section on your website where people can leave their email addresses and opt-in to your subscribe list.


It’s the action of unsubscribing from an email list.

Personalized email

It’s a marketing strategy that helps you create a stronger bond between you and your subscribers. You use dynamic content and insert the subscriber’s name into the email, thus personalizing it.

Privacy Policy

It’s mandatory to have one on your website. It explains to your website visitors and to those who want to subscribe to your email on how their details are used.

Re-engagement campaign

If you have inactive users that you want to “awaken”, you set up a re-engagement campaign to tell them about some offers they can’t refuse.

Responsive design

Each HTML email should have a design that can render properly on any type of device, whether it is a mobile, tablet, or laptop.


When you have a large email list that you want to break up into smaller segments, based on certain filters.

Subject line

The short text that tells your customers what the email is about. It appears first in the inbox and the message is then repeated inside the email, usually in the header.

Targeted list

When you have a list of subscribers who share similar behaviours or interests, or who are in the same age group, area, or nationality, you use that list to create “targeted campaigns”.

Thank-you page

It’s the page that appears after someone subscribes to your email list.

Transactional emails

These emails don’t communicate promotions. They are sent when the user performs a certain action, such as placing an order. The confirm order email sent is called a transactional email.

Triggered emails

When you program certain emails to be sent automatically based on a certain event or after a certain period has passed. An example, in this case, would be birthday emails.

Unique clicks

It’s the number of unique individuals who clicked the CTA button or link in your email.

Unique opens

It’s the number of unique opens performed by your subscribers. Some people will open the email twice or more, but the unique open rate will only count them once.

Unsubscribe rate

It’s the percentage of people who chose to unsubscribe from your email list. The best practice is to calculate it per campaign.

Welcome email

It’s the first email you send to your subscribers to wish them a warm “welcome on board”.

White list

When a subscriber receives your email into their spam folder and moves it to their inbox or another important folder, it’s called that the subscriber “whitelisted” you.

We recommend you to bookmark this page, as well as any other important pages on this subject. Having everything in one place helps you save a great deal of time.
That’s what our OneDock app does. It allows you to bring all your communication apps in one place. This means you have only one app opened, instead of having 3 apps and 4 browser tabs opened all at once.


Lavinia Nica

Lavinia Nica is Copywriter / UX writer at Telekom Romania


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