Glossary of Terms

This section provides the glossary of terms used in Internet marketing and Email based online marketing. Whether you are just entering the eMarketing domain or a have years of experience in the field, this collection would serve as a reference document for you and your employees.

Analytics: Analytics are reports generated by the system to monitor the performance and measure the results of email campaigns. For example, number of campaigns of over a period time, volume of emails in each campaign, number of bounced emails, number of users opting-in or opting-out of email lists and number of clicks enabled by campaigns are analytics. These are also known as campaign metrics. 

Auto-Responder: Email(s) sent by the system automatically based on the business rules set up after receiving a request from the users (prospects / customers / partners). For example, if some one request more information or demonstration of your new product via your web site, the system will send an immediate response thanking the requester and informing that someone will be contacting them for further action. Internet Marketers refer the Drip Email messages by an Email Marketing System as Autoresponders. Also, see Drip Emails

Blacklists: Internet Service Providers (ISPs) and Email providers regularly block several domains and IP addresses (See IP Address) based on suspicion of spam emanating from those servers. When you use email marketing campaigns, you need to be aware of these and may have to manage this continuously. 

Bounces: Emails that have been bounced back to the sender for several (bounce) reasons such as the email address was invalid, the email server was down, and the recipient email box was full. It is a common practice to re-send those emails based on the bounce reason. If the email delivery fails repeatedly the email list may have to be updated accordingly. 

Bounce Management: See Bounces above. The process of resending email that bounced earlier, monitoring and cleansing the list or taking appropriate action is known as Bounce Management. Most of the eMarketing providers handle this as part of the campaign delivery. However, as a user of the list, you need to take action on those entries based on the reasons. 

CSV File: Comma Separated Value file. Generally, most of the businesses use CSV format for importing / exporting list (of email addresses) data among varied systems. Since Microsoft Excel supports this format as a method of data storage, this is used widely. 

Custom Fields: Also known as User Defined Fields (UDF). As the name implies, these fields are used to customize the requirements by organization to suit their requirements. These fields could be used for specific audience targeting and reporting purposes. 

Data Import: The data can be imported into the email (or any other application) system using several formats such as CSV, XLS, ASCII, Access or XML. LeadPro 24|7 system supports all these formats for bringing in data from external systems and data files. Users can also enter the data directly into the LeadPro 24|7 system. 

De-duping: The process of managing the records (in a list) with duplicate entries. Generally lists acquired from multiple sources are consumer oriented data tend to have lot of duplicate entries by the very nature of data collection. The eMarketing systems will help you pinpoint the duplicate entries. 

Delivery: Sending emails to the recipients of a campaign. Email management systems support delivering emails at present slots for factors such as efficiency, chances of recipients' attention, and technical requirements. 

Domain Name: Also known as Uniform Resource Locator (URL). Used for referring to and accessing web resources (web sites). For example, www.AnaghaGroup.Com is the domain name of our organization. is the domain name of the eMarketing web application. www.LeadPro247.Com is the email marketing, lead management and survey application resources domain (this website). 

Double Opt-In: Also see Opt-In. Process of obtaining Opt-In from the subscriber and re-confirming the acceptance for receiving marketing communications. 

Drip Emails: Email Marketing systems such as LeadPro 24|7 can send series of email messages automatically based on pre-defined events / trigger conditions over a period of time. These messages are known as Drip Email Messages.  

Email Marketing: Both the words eMarketing and eMail Marketing are used to refer to the web and email centric marketing communications and related activities. 

Email Clients: Also called as Multi User Agents (MUAs). The computer software program installed on users computers to access and organize emails. Most widely used email client is Microsoft's Outlook. Other software include Eudora and Thunderbird. 

eMarketing: Collective terms used to refer the marketing related communication using Internet technologies. Email and Web sites are the main components of eMarketing. 

eMarketing Software: Software or applications, such as LeadPro 24|7, used for organizing and managing marketing lists, defining email campaigns, formatting emails, delivering the emails to recipients, tracking the results, managing bounces, and providing intelligent reporting. 

eZines: Magazines delivered in electronic format to the users via emails. All of the contents may be included in the email or stored on the web site providing a link. eZines are differentiated from regular promotional and marketing emails, because of the set frequency and content base. 

HTML Emails: Emails formatted with and containing HTML, which will generally have rich format and content such as multiple fonts, colors, and images. HTML or Hyper Text Markup Language is used for web site pages. 

IP Address: IP Address is a series of numbers (example: used to reference a server hosting a specific web site.

Domain Names are translated by DNS (Domain Name Service) servers to these IP addresses, so that we don't need to use the hard-to-remember numbers to access the web sites. 

Opt-In: Process of acceptance of or request for email(s) by a subscriber or user. This is also known as Permission based Marketing. In other words the subscribers have have opted-in and provided their permission to send emails or other marketing communications. The term is used for other modes of communications such as telephone and written. Also see Double Opt-In

Opt-Out: Opposite of Opt-In process. Subscribers specifically requesting the sender not to send the communication (email). All formal emails should have a Unsubscribe link to enable the subscribers opt-out of the communication list. Think of this as a Do Not Call List of eMarketing. 

Permission Based Marketing: See Opt-In above. Process of obtaining explicit permission of the subscribers (customers, prospects) for sending communications. 

ROMI: Acronym for Return on Marketing Investment. Organizations use ROMI to measure the effectiveness marketing expenses and investment such as eMarketing and Customer Loyalty Programs. 

Spam: Refers to unsolicited commercial email, generally sent in bulk. This is the opposite of Permission based Marketing. Identifying and managing Spam is the biggest issue in eMail Marketing. The email providers and ISPs filter emails in order to protect users from Spam. 

Subscribers: Generally referred to the entries in the email address lists. The subscribers could be consumers, prospects, leads or even existing customers. 

Unsubscribe: Process of opting out of the marketing lists, requesting not to send emails (other communications) in future. Each email should have a link to unsubscribe. 

Whitelists: This is the opposite of blacklists. Several email providers and marketing organizations interact with the ISPs and include their email server IPs in the whitelist so that the emails would not get blocked. While there may be several other reasons for delivery failures of emails, this is one way of increasing the chances of successful delivery. Also, this is a continuous improvement process to keep up with the system changes.