Glossary Archive - Email on Acid

Media query

Paulina Atienza — Tue, 21 Mar 2023 23:12:04 +0000

Media queries are a feature of CSS (cascading style sheets) that allow brands to specify particular viewport sizes at which their email or web app content should resize to fit the new screen size. These size specifications are known as media query breakpoints. Media queries for different screen sizes help make the email content responsive and easy to view on smaller screens. Brands usually use max-width and min-width for media query breakpoints.

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HTML padding

Paulina Atienza — Tue, 21 Mar 2023 23:10:24 +0000

HyperText Markup Language (HTML) padding is the space between the content and border in an HTML element. It’s crucial for design elements to look professional in an email marketing campaign. We recommend creating padding with CSS. Check out our tutorial for adding HTML cell padding to fix rendering issues in Gmail and Outlook.

Another important aspect of padding is the difference between padding and margin. In HTML, padding and margin are often confused with one another. Each bit of the email content exists in a cell. Padding adds space inside this cell, making the content smaller. Margin, on the other hand, adds space outside the cell, leaving the content of the same size.

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aria-label

Paulina Atienza — Tue, 21 Mar 2023 23:08:54 +0000

An aria-label is an attribute that extends HyperText Markup Language (HTML) to enable email developers to define accessibility text for non-textual elements. It impacts the way HTML elements are “translated” for accessibility. This is especially useful when an email doesn’t render correctly to a subscriber’s email client and they only see blank boxes.

HTML elements use textual content by default as their accessibility label. But this isn’t always the best choice for screen readers or other accessibility tools. We recommend using an aria-label to overwrite the default accessibility label with custom text.

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Customer Data Platform (CDP)

Neslie Doguiles — Tue, 21 Mar 2023 23:07:24 +0000

A Customer Data Platform (CDP) is software that pulls data from multiple marketing tools to generate a single customer database. The platform may house customer data such as demographics, psychographics, geographies, and more. In email marketing the database is used to segment email lists, determine the direction of future email campaigns, and better reach the target audience.

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Promotion code

Paulina Atienza — Tue, 21 Mar 2023 23:05:59 +0000

A promotion code, or coupon code, is a piece of text containing letters and numbers that lead to discounts or promotions like free shipping. In email marketing, these codes promote reader engagement by encouraging subscribers to click through and make a purchase. Sometimes, promotion codes are sent when a subscriber opts in to email communication or chooses to review a previously purchased product.

Check out our tutorial on coding a promo code with a click-to-reveal button.

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Semantic HTML

Paulina Atienza — Tue, 21 Mar 2023 23:04:47 +0000

Semantic HTML, also known as semantic markup, is a way of writing HyperText Markup Language (HTML) code that makes it easily human- and machine-readable. Brands use HTML tags to label elements of email templates so that machines can process them, human developers can easily understand them, and search engines or screen readers can easily parse them.

Semantic HTML makes emails increasingly accessible for both the sender and the receiver, and better accessibility leads to increased engagement with the target audience, driving conversions and the brand’s credibility.

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Citations

Neslie Doguiles — Tue, 21 Mar 2023 23:03:41 +0000

In emails, a citation refers to text sourced from another email while crediting the original sender. For example, if a brand uses a selection of text from an email it received in a report or from a third party, it’ll have to cite that original email to avoid plagiarizing or taking credit for content that isn’t the brand’s.

Here’s how to cite an email:

Copy the text from the original email and paste it into your email message.
Use quotations or indentations to clarify that these are not your words.
Following the citation, insert the name of the original author, along with when the communication was sent. (If you’re sending a more formal email, ensure you follow proper email citation methods detailed in style guides like the MLA, APA, or Chicago Style.)

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Export

Paulina Atienza — Tue, 21 Mar 2023 23:01:56 +0000

In emails, exporting is the process of moving content around from platform to platform, like bringing email templates to an email service provider (ESP) or exporting template code to be used elsewhere.

If a developer creates an email template in an email editor with a drag-and-drop tool, they may want to send the marketing campaign through an ESP. To do that, they’ll need to export the email template before importing it into the ESP’s platform.

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RSS

Paulina Atienza — Tue, 21 Mar 2023 22:59:50 +0000

Really Simple Syndication (RSS) is a way to subscribe and access recently published content in one place. Instead of having to open and navigate to various blogs, podcasts, and videos, recipients use an RSS reader to view all the content in one spot. Email professionals use RSS to include the latest items from their brands’ blogs, ensuring users are engaged and updated on the latest developments.

An RSS is an important tool because recipients are more likely to interact and engage with easily accessible and available content. If they have to dig deeper to find what they’re looking for, they may part ways with the publishing brand – which can be prevented by creating an RSS.

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Wireframe

Paulina Atienza — Tue, 21 Mar 2023 22:57:56 +0000

A wireframe is a two-dimensional mock design of a web page, website, or email design. It’s a minimalist, lightweight “sketch” that demonstrates how an end product should look. Typically, it doesn’t consist of colors, finished copy, or graphics but shapes and lines to depict the location of elements like images and text.

Wireframes allow email teams to hit the ground running when designing and developing. Developers often use a wireframe tool or wireframe app to guide them when coding an email’s layout.

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