{"id":2707,"date":"2023-10-04T09:44:18","date_gmt":"2023-10-04T09:44:18","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=2707"},"modified":"2023-10-09T14:14:35","modified_gmt":"2023-10-09T14:14:35","slug":"email-marketing-automation-glossario","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/it\/blog\/email-marketing-automation-glossario\/","title":{"rendered":"Il glossario dell&#8217;email marketing automation"},"content":{"rendered":"\n<p>L\u2019uso delle email \u00e8 stato da sempre uno dei pilastri del marketing digitale. Nel contesto di una crescente rilevanza dell\u2019uso dei dati di prima parte, <strong>le email continuano a restare centrali per qualsiasi strategie<\/strong> e capire come automatizzare l\u2019uso \u00e8 diventato pi\u00f9 importante che mai.<\/p>\n\n\n\n<p>Per comprendere appieno le funzionalit\u00e0 dell&#8217;<strong>email marketing automation<\/strong>, una forma di <strong>marketing one to one<\/strong> in cui si parla direttamente al cliente durante la sua <a href=\"https:\/\/docs.google.com\/document\/d\/1NvxiSWlePKWEXrvlJyI5cDSLMEMz5wThVywIS6n5two\/edit?usp=sharing\" target=\"_blank\" rel=\"noreferrer noopener\">customer journey<\/a>, \u00e8 necessario prendere confidenza con il lessico utilizzato fatto anche di acronimi oscuri. Ne sveliamo qualcuno in questo piccolo glossario in rigoroso ordine alfabetico!<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-a-b-testing-o-a-b-test\"><strong>A\/B testing o A\/B test<\/strong><\/h3>\n\n\n\n<p>\u00c8 un approccio che consente di testare due email send in due versioni leggermente differenti a due gruppi di un campione di iscritti alla <strong>newsletter<\/strong>. Tramite A\/B test \u00e8 possibile testare tutti i numerosi dettagli che compongono una mail. Si pu\u00f2 testare la posizione di un pulsante, un microtesto, il layout della mail, un\u2019immagine, l&#8217;oggetto, etc. Per valutare il risultato del test si valuter\u00e0 quale delle due mail registra il miglior risultato. A seconda del test i KPI cambieranno: tasso di apertura (<strong>open rate<\/strong>) se si testa l\u2019oggetto o il titolo della mail; oppure il CTR (spiegato dopo) nel caso di un link o una immagine. La versione che otterr\u00e0 i risultati migliori verr\u00e0 spedita sotto forma di mass mail a tutti gli iscritti alla newsletter (mailing list).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-black-list\"><strong>Black list<\/strong><\/h3>\n\n\n\n<p>Nel campo dell\u2019Email marketing per Black list si intende l\u2019elenco di IP bloccati dai server mail considerati \u201cspammer\u201d, che impedisce la consegna di email da alcuni mittenti.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-bounce-rate-o-frequenza-di-rimbalzo\"><strong>Bounce rate <\/strong>o<strong> frequenza di rimbalzo<\/strong><\/h3>\n\n\n\n<p>Il tasso di mancata consegna di una mail in rapporto al totale di email inviate (email non consegnata\/totale email mandate).<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d674f1697d6&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d674f1697d6\" class=\"wp-block-image aligncenter size-full is-resized wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.salesforce.com\/it\/blog\/wp-content\/uploads\/sites\/17\/2023\/10\/BlogSEO_MarketingAutomation.png?strip=all&#038;quality=95\" alt=\"\" class=\"wp-image-2709\" style=\"width:292px;height:70px\" width=\"292\" height=\"70\" srcset=\"https:\/\/www.salesforce.com\/it\/blog\/wp-content\/uploads\/sites\/17\/2023\/10\/BlogSEO_MarketingAutomation.png 594w, https:\/\/www.salesforce.com\/it\/blog\/wp-content\/uploads\/sites\/17\/2023\/10\/BlogSEO_MarketingAutomation.png?w=300&amp;h=72 300w, https:\/\/www.salesforce.com\/it\/blog\/wp-content\/uploads\/sites\/17\/2023\/10\/BlogSEO_MarketingAutomation.png?w=150&amp;h=36 150w\" sizes=\"auto, (max-width: 292px) 100vw, 292px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Il bounce rate si classifica in <strong>hard bounce<\/strong> (e-mail inesistente, non valida o bloccata) oppure <strong>soft bounce<\/strong> (casella di posta piena o server non disponibile).&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>CTR<\/strong><\/h3>\n\n\n\n<p>Preso in prestito dalle campagne di advertising di Google, nell\u2019<strong>email marketing<\/strong> \u00e8 il rapporto tra quanti hanno aperto e visualizzato un\u2019email e il numero di click su un link all\u2019interno della <strong>newsletter<\/strong>.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d674f16ae9d&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d674f16ae9d\" class=\"wp-block-image aligncenter size-full is-resized wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.salesforce.com\/it\/blog\/wp-content\/uploads\/sites\/17\/2023\/10\/BlogSEO_MarketingAutomation2.png?strip=all&#038;quality=95\" alt=\"\" class=\"wp-image-2710\" style=\"width:289px;height:86px\" width=\"289\" height=\"86\" srcset=\"https:\/\/www.salesforce.com\/it\/blog\/wp-content\/uploads\/sites\/17\/2023\/10\/BlogSEO_MarketingAutomation2.png 626w, https:\/\/www.salesforce.com\/it\/blog\/wp-content\/uploads\/sites\/17\/2023\/10\/BlogSEO_MarketingAutomation2.png?w=300&amp;h=89 300w, https:\/\/www.salesforce.com\/it\/blog\/wp-content\/uploads\/sites\/17\/2023\/10\/BlogSEO_MarketingAutomation2.png?w=150&amp;h=45 150w\" sizes=\"auto, (max-width: 289px) 100vw, 289px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>\u00c8 importante prestare attenzione alla distinzione tra il numero totale di click e il numero di utenti che hanno cliccato almeno una volta, in questo caso parliamo di click unici. Alcuni, nel calcolo del Click-Through-Rate prendono in considerazione il totale delle email inviate invece di quelle aperte ed effettivamente visualizzate dagli utenti.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Hard Bounce<\/strong><\/h3>\n\n\n\n<p>La mancata consegna di una mail a causa di una ragione permanente che ne rende impossibile la consegna ad esempio perch\u00e9 l\u2019indirizzo di posta elettronica \u00e8 inesistente, \u00e8 stato disattivato oppure il destinatario ha bloccato l\u2019indirizzo del mittente. \u00c8 importante monitorare questo dato, in quanto un elevato numero di bounce in un periodo di tempo limitato potrebbe penalizzare la reputazione del mittente. Per questo si consiglia di inserire gli indirizzi affetti da hard bounce in una lista specifica e non utilizzarli pi\u00f9.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-open-rate\">Open rate<\/h3>\n\n\n\n<p>Il tasso di apertura di un\u2019email. Si calcola mettendo in rapporto il numero di email aperte con il totale di email mandate in un determinato mass sending.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d674f16bf9e&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d674f16bf9e\" class=\"wp-block-image aligncenter size-full is-resized wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.salesforce.com\/it\/blog\/wp-content\/uploads\/sites\/17\/2023\/10\/BlogSEO_MarketingAutomation3.png?strip=all&#038;quality=95\" alt=\"\" class=\"wp-image-2711\" style=\"width:232px;height:82px\" width=\"232\" height=\"82\" srcset=\"https:\/\/www.salesforce.com\/it\/blog\/wp-content\/uploads\/sites\/17\/2023\/10\/BlogSEO_MarketingAutomation3.png 482w, https:\/\/www.salesforce.com\/it\/blog\/wp-content\/uploads\/sites\/17\/2023\/10\/BlogSEO_MarketingAutomation3.png?w=300&amp;h=106 300w, https:\/\/www.salesforce.com\/it\/blog\/wp-content\/uploads\/sites\/17\/2023\/10\/BlogSEO_MarketingAutomation3.png?w=150&amp;h=53 150w\" sizes=\"auto, (max-width: 232px) 100vw, 232px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Opt in e Opt out<\/strong><\/h3>\n\n\n\n<p>L\u2019iscrizione e la cancellazione da una <strong>newsletter<\/strong> che deve rispettare la normativa sulla protezione dei dati personali, poich\u00e9 l\u2019<a href=\"https:\/\/www.garanteprivacy.it\/home\/docweb\/-\/docweb-display\/docweb\/1142608#:~:text=L%C2%B4indirizzo%20di%20posta,posta%20a%20tutela%20della%20riservatezza.\" target=\"_blank\" rel=\"noreferrer noopener\">indirizzo di posta elettronica rappresenta un dato personale<\/a>. Si parla di <strong>double opt in<\/strong> quando il destinatario deve confermare la richiesta di iscrizione alla <strong>newsletter<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Soft bounce<\/strong><\/h3>\n\n\n\n<p>Indica la mancata consegna di una mail <strong>causata da un problema temporaneo<\/strong>, come ad esempio la casella di posta in arrivo piena, inattiva o non correttamente configurata, oppure il server del destinatario offline, il messaggio di posta elettronica troppo pesante, auto-risposte alle email, nome di dominio non esistente oppure il mancato rispetto dei requisiti anti-spam o anti virus del server del destinatario.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>White List<\/strong><\/h3>\n\n\n\n<p>L\u2019elenco degli IP approvati per la consegna di una e-mail a un destinatario. Pi\u00f9 semplicemente: la rubrica di indirizzi email.<\/p>\n\n\n\n<p class=\"has-text-align-center\"><em>Per approfondire: \u201c<a href=\"https:\/\/www.salesforce.com\/it\/blog\/2020\/06\/strategie-email-marketing.html\" target=\"_blank\" rel=\"noreferrer noopener\">E-mail marketing: 10 consigli dagli esperti<\/a>\u201d<\/em><\/p>\n\n\n\n<div class=\"layout-one wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Trasforma ogni interazione in un traguardo di successo<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Conquista i clienti e costruisci relazioni di fiducia durevoli grazie al marketing digitale data-first.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/it\/form\/demo\/demo-marketing\/\">Guarda la demo<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/it\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/it\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-one.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/it\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\" alt=\"\">\n\t\t\n\t<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Per comprendere appieno le funzionalit\u00e0 dell&#8217;email marketing automation, \u00e8 necessario prendere confidenza con il lessico utilizzato fatto anche di acronimi oscuri: ne sveliamo qualcuno in questo breve glossario.<\/p>\n","protected":false},"author":56,"featured_media":2718,"comment_status":"open","ping_status":"open","sticky":true,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[18,74],"sf_content_type":[],"blog":[1113,1159],"coauthors":[2],"class_list":["post-2707","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-marketing","sf_topic-email-marketing","blog-marketing","blog-email-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Email marketing automation: tutti i termini da conoscere<\/title>\n<meta name=\"description\" content=\"Per comprendere appieno le funzionalit\u00e0 dell&#039;email marketing automation, \u00e8 necessario prendere confidenza con il lessico utilizzato fatto anche di acronimi oscuri: ne sveliamo qualcuno in questo breve glossario.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.salesforce.com\/it\/blog\/email-marketing-automation-glossario\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Il glossario dell&#039;email marketing automation\" \/>\n<meta property=\"og:description\" content=\"Per comprendere appieno le funzionalit\u00e0 dell&#039;email marketing automation, \u00e8 necessario prendere confidenza con il lessico utilizzato fatto anche di acronimi oscuri: ne sveliamo qualcuno in questo breve glossario.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.salesforce.com\/it\/blog\/email-marketing-automation-glossario\/\" \/>\n<meta property=\"og:site_name\" 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content=\"Salesforce Italia\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.salesforce.com\/it\/blog\/email-marketing-automation-glossario\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.salesforce.com\/it\/blog\/email-marketing-automation-glossario\/\"},\"author\":[{\"@id\":\"https:\/\/www.salesforce.com\/it\/blog\/#\/schema\/person\/image\/d74bba174b633a02c1daa27bf350774f\"}],\"headline\":\"Il glossario dell&#8217;email marketing 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