Email marketing terms

Stay current and expand your digital marketing knowledge with our list of common email marketing terms.


B2C, which stands for business-to-consumer, describes transactions between businesses and customers (or an individual). This model specifically targets the end consumer. These transactions refer to products sold at retail stores and ecommerce sites or content offered by over-the-top (OTT) platforms.

Marketing managers create their B2C marketing campaigns by keeping the following in mind:

  • Personalization: Customizing marketing materials like emails to appeal to customers

  • Contests and giveaways: Hosting engaging contests to directly communicate with prospects

  • Membership/reward programs: Adding interesting incentives and discounts to drive a potential customer to turn into a buyer

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