If you own or work for a small to medium sized business you know what it’s like to wear many hats. And, so do we! Before lunch you may have been the I.T. person, Accounts Receivable Specialist, Customer Service Rep, and New Business Development Manager. We get it – there’s a lot to think about when running a small business! So, if marketing is something you love and know well this list will be a good refresher. If on the other hand marketing is something that is just another one of those hats you have to wear, this list will be a good starting point for you to get a handle on what marketing automation is all about.

Some basics…

  1. Automated Emails and Batch & Blast – Using email software to send a series of the same emails to every lead, talking about yourself and not the leads’ needs.


  1. Marketing Automation – Marketing automation refers to software platforms and technologies designed for marketing departments and organizations to more effectively market on multiple channels online (such as email, social media, websites, etc.) and automate repetitive tasks. Proper Marketing Automation will make use of…
  1. Lead Nurturing – the process of delivering relevant content to leads, in response to their interests, over time, until they are “sales ready”. A lead nurturing campaign is a way to send out personalized emails, with a single focus, that engage your leads, and provide relevant, valuable information that help them move through their buying journey.
  1. Content Marketing – “The technique of creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined target audience in order to drive profitable customer action.” – The content Marketing Institute
  1. Inbound Marketing – “Inbound marketing refers to marketing activities that bring visitors in, rather than marketers having to go out to get prospect’s attention. Inbound marketing earns the attention of customers, makes the company easy to be found, and draws customers to the website by producing interesting content” – Wikipedia. Ex. Social media, paid search, speaking engagement, presentations, videos, or anything else that requires the lead to ask for more information. 

Some Email Metrics terms…

  1. Open Rate – The percentage of emails sent that are opened by the recipients. Ex. Send 100 emails, 10 are opened = 10% open rate. This is calculated based on whether the recipient clicks on a link within the email or whether they download the pictures.
  1. Click-Through Rate – The percentage of emails opened in which the recipient clicks through a provided link. Ex. Send 100 emails, 10 are opened (10% open rate) and 2 are clicked = 20% click through rate (2 of 10). Providing too many opportunities to click in a single email can actually lower the click-through rate.
  1. Bounce Rate – The percentage of emails sent that are not delivered to the recipient. Ex. Bad emails, SPAM notices, etc.
  1. Conversion Rate – Number of leads that actually did what you really wanted them to do; the percentage of visitors who take a desired action. Ex. downloaded something, filled out a form, signed-up for something, purchased something, etc.
  1. Opt-out or Unsubscribe Rate – Opt-out and Unsubscribe Rates are used interchangeably to mean the number of people who choose to remove themselves from your email list. Look at any marketing emails you’ve received, and you should see an unsubscribe link. It’s required by the U.S. CAN-SPAM law.
  1. CAN-SPAM Law – Controlling the Assault of Non-Solicited Pornography And Marketing Act of 2003. This US Law requires that certain elements be present in emails sent for Marketing purposes, including: A clear an simple way to unsubscribe or opt-out, which will be honored promptly and forever, and Sender’s business address. Note that other countries, including Canada, may have more stringent laws.
  1. Whitelisting – When a recipient “adds sender to safe sender’s list” Whitelisting ensures that emails are delivered to the recipients’ inbox, and will automatically download pictures (usually) when an email is opened from that sender
  1. Abandonment Rate – Percentage of people who start to do something, but abandon the process mid-stream. For example, they click to a landing page, but then never fill out the form.

Some content terms…

  1. Call-to Action (CTA) – What do we want the lead to do? A CTA is critical in every email and on every page of a website, because it allows a lead to, express interest, ask for information, further qualify themselves, and continue the conversation. For marketers, the CTA is critical because the lead will provide more information about themselves, so that we can further tailor the content they will receive.
  1. Lead Capture Form – The form that a lead fills out with personal information in order to access content or engage. The trick to a lead capture form is to ask for information in-line with what the lead receives in return. The more information you ask for, the more friction is created, which results in fewer conversions/leads.
  1. Gated Content – Content that is only accessed by filling out a lead capture form (the lead capture form is the “gate”) you want to have some gated content and some non-gated content on your website.

About Margaret Johnson

Margaret is a business and technology veteran who started marketing accidentally nearly three decades ago - when she was five and a true marketing prodigy (ahem). When not coming up with awesome ideas, presenting webinars, or teaching about marketing, she's living with two cats, a crotchety fellow, and a house full of antiques and collectibles. She does not use Pinterest.

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