This checklist corresponds with the email marketing segmentation for non-profits. This Glossary will help you better understand the terms and definitions of email marketing and segmentation.

1. Glossary of Email Marketing Terms
Email Software:
Email software is a program that features and functionality for using electronic mail. In
most cases, these programs are not actual email hosting technologies, but rather, email
editors with different formats, layout and messaging functionality tools.
Examples of Email Software:
Mailchimp: Free
iContact: $52/mo. - $129/mo.
Constant Contact: $20/mo. - $40/mo. for non-profit memberships
Emma: $89/mo. for pro membership (lowest available membership)
Campaign Monitor: $9/mo. - $29/mo. for basic memberships
Email Templates:
An email template is a preformatted and/or prewritten email that you can use to
replace with your own content so that you can quickly and easily write and create
emails.
List Segmentation:
Email list segmentation is an email marketing technique where you segment (or split)
your subscriber list, based on any number of conditions. It is a technique used by
businesses and marketers to send relevant communications to specific people in an
email marketing list
Open Rate:
Open rate is a measure of how many people on an email list open (or view) a particular
email campaign. The open rate is normally expressed as a percentage, and we calculate
it as follows: So a 20% open rate would mean that of every 10 emails delivered to the
inbox, 2 were actually opened.
Click Through Rate (CTR):
CTR is the number of clicks that your ad receives divided by the number of times your ad
is shown: clicks ÷ impressions = CTR. For example, if you had 5 clicks and 1000
impressions, then your CTR would be 0.5%.
Social Sharing Buttons:
Sending photos, videos, product recommendations and Web site links to friends with
social networking accounts. Twitter and Facebook icons appear on most every Web site;
however, there are numerous other venues where information can be shared.

2. Glossary of Email Marketing Terms
Call-to-action (CTA):
In marketing, a call to action (CTA) is an instruction to the audience to provoke an
immediate response, usually using an imperative verb such as "call now", "find out
more" or "visit a store today".
Landing Page:
A lead-capture page on your website that is linked to from an email to provide
additional information directly related to products or services promoted in the email's
call-to-action.
Email Personalization:
Personalization, defined as usage of the recipient's name within an email, is a common
technique used by marketers to connect with clients. Possible ways to personalize an
email include placing the recipient’s name within the subject line or message body.
Conversion Rate:
The percentage of recipients who respond to your call-to-action in an email marketing
campaign or promotion. This is one measure of your email campaign’s success.
Hard Bounce:
A hard bounce is the failed delivery of an email due to a permanent reason like a non-
existent, invalid, or blocked email address.
User Experience (UX):
The overall experience of a person using a product such as a website or computer
application, especially in terms of how easy or pleasing it is to use.
Royalty Free Commercial Use Photos:
Refers to the right to use copyright material or intellectual property without the need to
pay royalties or license fees for each use or per volume sold, or some time period of use
or sales.