Call a Principal Analyst:
Email Marketing Defined
\u201cE-mail marketing is a form of direct marketing that uses electronic mail
as a means of communicating messages to an audience. This term
usually refers to emails that are being sent over the internet and can
Sending e-mails with the purpose of enhancing the relationship of
a merchant with its current or old customers and to encourage
customer loyalty and repeat business.
Sending e-mails with the purpose of acquiring new customers or
convincing old customers to buy something immediately.
Adding advertisements in e-mails sent by other companies to
Other Important Definitions:
Unique Opens: A single open by a single user.
Unique Clicks: A single click by a single user.
Hard Bounces: A permanent failure due to a non-existent
address or a blocking condition by the receiver that returns the
email to the server that sent it.
Soft Bounces: A temporary failure due to a full mailbox or an
unavailable server that returns the email to the server that sent
Open Rate: The total number of emails opened divided by the
total number of emails delivered as a percentage.
Click Through Rate (CTR): The percentage of those clicking on
a link out of the total number who see the link.
Click To Open Rate (CTOR): The ratio of unique clicks as a
percentage of unique opens.
Conversion Rate: The number or percentage of visitors who
convert casual content views or website visits into desired