Week 5: Glossary

This week's Glossary on CRM & Engagement:

•CRM:

–A philosophy: A current business philosophy on creating value on relationships, not solely by advertising and public relations
–An email strategy: An email program that furthers customer awareness
–A software vendor: A software package

•Open Rate: The percentage of email recipients who open an email

•CAN SPAM: Federal legislation that doesn’t allow the use of false or misleading header information. Doesn’t use deceptive subject lines. Tells recipients where business is located. Tells recipients how to opt out of receiving future email from company. Honors opt-out requests promptly. Monitors what others are doing on your behalf.

•Brand Engagement: Engagement is where SEO, social media, usability, CRM and brand communications all come together. Engagement with a brand becomes an open conversation with that brand’s consumers

•Unsubscribe Rate: The percentage of email recipients that request they be removed from mailing list.

•Bounce rate: The percentage of email addresses on an email list that are returned as invalid

•Opt-in List: A list of consumers that have chosen to receive your company’s information and news