e-mail marketing terms Flashcards
(24 cards)
Alt Text
Text coded into an <img></img> tag that is displayed when the image is blocked or not loaded and when recipients mouse over the image. It is best practice to include these particularly in image heavy emails.
Arbitration, aka Orchestra, Stage 2
the process by which American Express decides which Email or Content within an Email is delivered when conflicts arise (as a result of contact frequency, implicit and explicit preferences, resting rules, etc), as Customers may be eligible for more than one Email at any given time. Please reach out to Timothy A Mickel for more details
Brand Panel, aka Header
The upper module of an email that includes the blue box, a login button, card art, member since, last 5, and CM name in order to establish trust and consistency with subscribers
Broadcast Servicing
Servicing communications deployed via the marketing rails (e.g. outside of OSCP/GSN).
Required, essential one time notices – notifies of a permanent change in existing terms and conditions of the card, crisis and recovery events which a specific audience was or will be directly impacted. Approval of such dictated by email experience team + privacy.
Canadian Anti Spam Law (CASL)
The Canadian equivalent of CAN SPAM law. CASL went into effect in June 2014.
Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003
A US law regulating commercial email messaging that forbids deceptive messaging, requires senders to include a working unsubscribe link and other mailing address in every email they send, and requires senders to honor opt-out requests, among other things
Cost Per Thousand (CPM)
Cost per thousand impressions
Default Content aka Fallback content
Criteria established . that proactively anticipates any personalization or dynamic content failing - if a subscriber’s name is intended to be shown, but is missing in the production environment, they will see the fallback of “card member” instead. This scenario is coded for in HTML or via the Movable Ink platform.
Direct Automated Request Tool (DART)
Workflow tool used to request a mailfile and the components within a mailfile (e.g. segments to target, personalization fields etc.)
EDIS (Enterprise Digital Information System)
Amex product that enables real-time card member specific data (e.g. MR Points balance) to be presented to Card Members, determined a the time of email open, enriching their experience with relevant and timely content. This capability works hand in hand with Movable Ink
Campaign Approval Tool (CAT)
The CAT within the SFMC application allows your team to collaborate on and submit feedback to SFMC.
Eligibility File aka Mailfile, List
List of email addresses used for mailing email messages
Email Communications Platform (ECP)
Enterprise capability that delivers real time and batch data and content to and from our email service providers.
Email Design System (EDS) aka Template aka Email Template
A collection of reusable assets (in PSD & HTML format), guided by clear standards and channel best practices (incorporating principles from Brand and DLS), that can be assembled together by a designer /developer to create a custom, personalized emails. Having a design system creates Efficiency, Speed-to-Market, Content Flexibility, and Brand & Message Consistency which in turn builds trust, credibility and engagement among customers.
Email Request Application (ERA) aka EWT
US Email workflow tool that powers mailfile processing (arbitration), EDIS, and kicks off build with the US ESP, SFMC. Owned and managed by EMPS.
Embed Code
A snippet of code (an <img></img> tag) that contains the asset(s) that Movable Ink is hosting. If the asset includes a destination URL, your embed code will also have an <a> tag (aka href).
</a>
Explicit Preference
The topics activities, and other things that subscribers tell us they are/aren’t interested in directly (subscriber derived logic)
Fluid
Fluid emails seamlessly adjust to the width of the viewport via simple techniques that apply a percentage width to elements (instead of fixed widths) to adapt to the screen size on which they are viewed.
Focal Point
The primary point of visual emphasis, or in other words, the element on the site that the users should focus on. Examples of this include logos, headlines, and large images (often called “hero images”).
Hashing
Hashing is different from encryption in that once the data is encoded, it can’t be decoded. Unlike encryption, the output is always of a fixed length, depending on the algorithm used. Hashing is useful when storing things which you don’t need to read back, but you need to check.
Hero aka Primary Message
The area which contains the main message of an email, usually a module positioned at the top and larger than other messages in the email, often containing a message. We have 15 Hero Banner modules at Amex.
HTML Weight
The file size of the html coding of an email. Ideally keep HTML files smaller than 1.5MB including images (102KB excluding images) to avoid Gmail clipping your email.
Hybrid
AKA ‘hybrid fluid’, ‘spongy’
A defensive method of developing fully fluid emails that adjust to different screen sizes without relying on media queries (though they may use media queries to progressively enhance).
Hyperlink
Is a simple link in the email which the subscriber can follow by clicking or tapping, it can direct them to a landing page, or a document for example.
