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Glossary

  A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

TermDefinition
A 
Above the FoldThe top 1/3 area of the email message, which first appears when the message is opened.
Acquisition MarketingMarketing to those who are NOT existing clients/customers and prospects, with the goal of acquiring or adding them as a new client/customer or prospect. Opposite of Retention Marketing.
AdvertiserAn individual or organization interested in running advertisement campaigns including banner, tile, email or sponsorship advertisements, for themselves or a client.
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BounceA term used for the act of not being able to deliver an email message as well as the email address that could not receive the email message.
BrowserAn application that acts as an interface for processing code, allowing for viewing and interaction on Web Pages.
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CachingLocal storage of recently viewed web pages for faster retrieval of information. Browsers store the most recently viewed web pages on the user's hard drive. When the user requests to see the content (text or images) again, instead of retrieving it from the web, the browser will search for it in a local folder on the viewer's system called the cache. The result is faster page loads for the viewer. This process causes underreporting of the number of times a viewer actually saw a web page or ad.
CampaignA series of operations to achieve a goal. The process associated with assembly, delivery and tracking of email messaging.
ClickA clickthrough is generated when a user clicks with their mouse on a hyperlink within the email message and is redirected to their browser (or email application) to view the link's corresponding web page. A clickthrough (CTR) is often stated as a percentage of clicks over received messages.
CookieA value placed onto a user's hard drive, which can only be accessed by the author of the cookie. It allows for the communication of tracking or preference-related information, collected within the author's web site or domain.
CPCCost Per Click - A dollar amount associated with campaign budgeting as it relates to performance. The cost associated with each click generated.
CPMCost Per Thousand - A dollar amount associated with campaign budgeting as it relates to quantity of delivery or usage. Refers to units of one thousand.
CreativeThe content of an email message or sign up program web page. It includes items like, images, message copy, html code etc. Also referred to as Deliverables.
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DeliverablesThe content of an email message or sign up program web page. It includes items like, images, message copy, html code etc. Also referred to as Creative.
DemographicsFactual information about a grouping of Internet users, such as income and education levels, age and occupation.
Domain NameResource location identifier that corresponds with a unique IP address.
Double Opt-inA user fills out a web-based subscription/registration form. They are then sent an initial activation message. To activate their subscription, the subscriber is required to click on a special link in the activation email. This ensures that the email address is validated and that the recipient agrees to receive communications.
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EmailAn electronic communication sent and received via a standard set of protocols.
Email NewsletterA periodically published document or message, containing news and announcements on a subject. Email Newsletters are an excellent vehicle for communicating with small to large audiences. Also referred to as an eNewsletter.
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FAQFrequently Asked Questions
FlashA Rich Media file format allowing for high animation and audio compression. Requires a plug-in for viewing.
FrequencyThe number of times a unique recipient or user has viewed the same email message or web page.
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GIFGraphical Image Format - a graphical file format which supports static and animated images. GIF files are denoted by the extension .gif.
GmailA very popular Web portal and web-based email provider that is an extension of the widely popular search engine Google. Other major web-based email providers are Hotmail and Yahoo.
HTop of page
HitOccurs when a file request is made to a web server. Downloading a single web page may generate several hits, one for each graphic or text file that is transferred. Not to be confused with page views.
HotmailMicrosoft's very popular Web portal and web-based email provider. Other major web-based email providers are Google's Gmail and Yahoo's mail service.
HTMLHyper-Text Markup Language - An acronym for the language that converts raw ASCII text into formatted text, hyperlinks, forms and graphics for display in a browser.
HTTPHyper-Text Transfer Protocol - The set of rules for transferring text from a web server to a browser over the Internet.
HyperlinkText based HTML code that allows for navigation between two pieces of content with a viewer's browser or email application.
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ImpressionThe delivery of an advertisement or a page of information to a viewer's browser.
IP AddressAn identifier for a computer or device on a TCP/IP network.
ISPInternet Service Provider. The company that provides a user with a physical connection to the Internet.
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JPGJoint Pictures Expert Group - a graphical file format. JPEG files are denoted by either a .jpeg or .jpg extension.
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KeywordA word or phrase or segment of a phrase used to identify content for search or classification purposes.
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Live Launch ListA list of email addresses that will receive the live delivery of an email message. Also referred to as the Target list.
Log FileA record of all the requests made to a web server over a given time period.
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MacroA set of characters (i.e. @@-first_name-@@), which act as a placeholder, indicating where personalized or dynamic content will be inserted.
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NewsletterA periodically published document or message, containing news and announcements on a subject. Email Newsletters are an excellent vehicle for communicating with small to large audiences. Also referred to as an Email Newsletter or eNewsletter.
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One to One MarketingOne-to-one marketing is a customer relationship management (CRM) strategy that emphasizes personalized, interactive communications with customers. This method of marketing is thought to foster a greater customer loyalty and provide a better return on marketing investment, both in the short term and throughout the lifetime of the relationship.
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Page ViewThe delivery of a page of information to a viewer's browser. Also referred to as a page visit.
PersonalizationThe addition of specific recipient information to an email message. Use of this service requires a supporting database of recipient information. Placement can be anywhere within the body of the email message, one or multiple times, as well as in the Subject Line and To: line. Personalization would include items like a recipient's name in a greeting, an identification number, an address, a phone number or even their age etc.. Exact placement of each personalized field is indicated by the use of a macro.
Plug-inA file containing data used to alter, enhance, or extend the operation of a parent application program.
Pixel ShimThe images that are used to create blank spaces within html layouts, as an alternative to using space characters.
Preview ListA list of email addresses of the campaign preview/test recipients, who will receive the preview launch(es). Also referred to as the Test List.
Proxy ServerA server that acts as an intermediary between a client application, such as a web browser and a server. It intercepts all requests to the server to see if it can fulfill the requests itself. If not, it forwards the request to the server.
PsychographicsSubjective information about a population of Internet viewers, such as propensity towards sports, arts, or business. Includes personality characteristics.
PublisherAn individual or organization owning or representing a list, newsletter or web property.
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QueueA sequence of stored data or programs waiting to be processed. As it applies to email, campaigns are stored in a mail queue and are delivered using a FIFO (first in - first out) method.
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ReachThe number of unique viewers exposed to a campaign.
Responsive DesignAn approach to web and email design aimed at allowing desktop sized webpages to be viewed in response to the size of the screen or web browser one is viewing with. Layouts can be modified and optimized and text and images may resize and/or change depending on the screen width of the viewing device or application.
Retention MarketingMarketing to existing clients/customers and prospects, with the goal of retaining their business while stimulating the marketer's sales. Opposite of Acquisition Marketing.
RulesUsed in Dynamic Content Delivery. A collection of 2 or more Statements. Rules are used to make real-time decisions on the composition of an outgoing email message. By applying a rule (or multiple rules) to a client-supplied database, we can change all or part of the content of each message in accordance with the recipient's database information. This is not to be confused with personalization.
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Seed ListA list of email addresses of individuals, who are part of the sender's organization, who will receive the live launch. These addresses are 'seeded' or added to the live launch list.
ServerA host computer that stores and serves data to sites, newsgroups, email recipients and can run processes that manage and manipulate data. Also referred to as a Web Server.
SpamUnsolicited email messaging sent to a recipient who did not request to receive the communication, or has requested to no longer receive communications from the sender.
SpammerOne who is responsible for sending Spam. In many cases, this may not actually be the sending party who provides the technology to send the mailing, but rather, the advertiser in the message.
SubscriberAn individual who has requested to be added to a specific newsletter or email list and has responded to a double opt-in activation process.
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Target ListA list of email addresses that will receive the live delivery of an email message. Also referred to as the Live Launch List.
TargetingIn online advertising, the ability to serve messaging to the users most likely to be receptive to the message, based on their geographic, demographic, psychographic and behavioral characteristics.
Test ListA list of email addresses of the campaign preview/test recipients, who will receive the preview launch(es). Also referred to as the Preview List.
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UnsubscribeA mechanism enabling email recipients to remove themselves from a mailing list.
URLUniversal (or Uniform) Resource Locator - The unique internet address used to access a page or file.
UserA human being end user of our services.
VTop of page
ThawteThawte Inc operates intelligent infrastructure services that enable people and businesses to find, connect, secure, and transact, by providing encrypted communications when viewing web pages, logging into your account and downloading reports. Thawte assess an organization's server facilities and business credentials ensuring they pass a series of stringent tests, in order to meet the requirements for the Thawte Secured Site Seal.
ViewerA human being who views a message. That is to say, who reads an email or visits a web page.
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Web PageA collection of information on the Internet, addressed by a single URL.
Web ServerA host computer that stores and serves data to sites, newsgroups, email recipients and can run processes that manage and manipulate data. Also referred to as a Server.
Web SiteA collection of Web Pages, linked together by hyperlinks.
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XMLExtensible Markup Language - An acronym for a meta-language, written in SGML that allows one to design a markup language, used to allow for the easy interchange of documents on the World Wide Web.
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YahooA very popular Web portal and web-based email provider. Other major web-based email providers are Microsoft's Hotmail and Google's Gmail services.
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Zip FileA compression method for reducing a file's size and for bundling multiple files into one file. Zip files are denoted by the extension .zip



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