Marketing Terms Glossary & Definitions

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301 Redirect

A 301 redirect is a permanent redirect from one page of a website to another page of a website. Unlike a 302 redirect, which is temporary, a 301...

302 Redirect

A 302 redirect is a temporary redirect from one page of a website to another page of a website. Unlike a 301 redirect, which is permanent, a 302...

404 Error

A 404 error occurs when trying to visit a web page that does not exist. 404 errors (alternatively called HTTP 404, Page Not Found, Server Not...

A

Abandoned Cart Email

An abandoned cart email is an email sent after a customer leaves a website's checkout process without completing their purchase. Abandoned...

Affiliate Marketing

Affiliate marketing is a marketing partnership program that allows individuals to become 'Affiliates' and rewards them for successfully...

Algorithm

An algorithm is a set of rules used to calculate the answer to a problem. Algorithms power many computer programs. Algorithms are used to curate...

Anchor Text

Anchor text is the clickable, colored (usually blue) text that indicates a hyperlink. Anchor text is important for search engines and algorithms...

Anti-spam Laws

**Anti-spam laws** are laws designed to protect consumers from getting unsolicited and unwanted commercial emails. Anti-spam laws vary...

Attribution Model

An **attribution model** is a system that assigns a value to any given sales or marketing goal/touchpoint in the buying process. Attribution models...

Autoresponder

An autoresponder is a message that is automatically sent after someone subscribes to an email list. Different from a [broadcast...

Average Open Rate

Average open rate is the percentage of email recipients that open an email message from a sender. Open rate is calculated by dividing the number of...

B

B2B (Business to Business)

B2B (Business to Business) is when a business buys or sells to another business, rather than an individual consumer (Business to Consumer / B2C)....

B2C (Business to Consumer)

B2C (Business to Consumer) is when a business targets an individual consumer to sell to (rather than another business). B2C businesses sell...

Backlinks

Backlinks are hyperlinks linking one webpage or website to another webpage or website. Backlinks are an important piece of SEO (search engine...

Banner Ad

A banner ad, also called a web banner, is a form of online advertising embedded on a web page. Banner advertisements were among the first...

Behavioral Targeting

Behavioral targeting is a marketing technique that uses existing customer data to optimize the effectiveness of marketing campaigns (especially...

Blog

A blog is a regularly updated website where a writer or a group of writers shares their views on a certain topic. Blogs can be run by individuals,...

Bounce Back Email

A bounce back email is an email sent shortly after a customer purchase, intended to prompt a second purchase by the customer. Bounce back emails...

Bounce Rate

Bounce rate is the percentage of website visitors that leave a website after looking at only one page. Bounce rate is reported by the common...

Bounced Email

A bounced email, or bounce, is an email message that gets rejected by a mail server. When an email bounces, it has for some reason not reached the...

Brand Evangelist

A brand evangelist is a customer who loves your brand so much that they regularly promote it to others. Brand evangelists often promote products...

Brand Mention

Brand mentions are online references to your brand, company, or product. These mentions show up in product reviews, blog posts, social media posts,...

Branding

Branding is the process creating a distinct style of a company or series of related products. Branding includes the development of a name, image,...

Bulk Email

A bulk email is an email that is sent to a large group of recipients at once. Bulk emails are usually used in marketing campaigns to promote a...

Buyer Persona

A buyer persona is a detailed profile of your target customer created from real customer data and market research. ##What is the purpose of...

Buyer's Journey

The buyer’s journey is the steps that a buyer goes through before they eventually make a purchase. The buyer's journey includes the process of...

C

Call to Action

A call to action (or CTA) refers to the phrase or button that a marketer presents to potential customers. The goal of a call to action is to nudge...

Campaign

In marketing, a campaign describes a series of marketing tactics designed to achieve an overall goal. A marketing campaign can run through a...

CAN-SPAM

CAN-SPAM is an acronym for Controlling the Assault of Non-Solicited Pornography And Marketing. ##What is the Can-Spam Act of 2003 and why was it...

Click Bait

Click bait is content that intentionally exaggerates or dramatizes a topic in order to encourage visitors to click on a link to a web page. Click...

Click to Open Rate (CTOR)

Click to Open Rate (CTOR) is the percentage of people who open and email campaign and also click on a link within that campaign. CTOR compares the...

Click-Through Rate (CTR)

Click-Through Rate (CTR) is a ratio that compares how many people click a specific link to the number of total users that view a webpage or email....

Content Advertising

Content advertising is the creation of high-quality content for paid advertising channels – including pay-per click (or PPC), paid social, and...

Content Curation

Content curation is the practice of collecting and sharing high-quality resources on a particular topic. When you curate content, you gather...

Content Curation Tools

Content curation tools are applications that help you find and share relevant, valuable content. Great content curation tools let you search for...

Content Distribution

Content distribution is how you share and promote content to your online audiences. Content distribution channels can include paid media...

Content Marketing

Content marketing is a form of marketing that involves creating, publishing, and sharing content. Content marketing focuses on lead generation,...

Content Optimization

Content optimization is the process of making sure your content reaches the largest possible target audience. Content optimization can include...

Content Promotion

Content promotion is the process of getting your content in front of your target audience. Content promotion can include sharing content via email,...

Content Quality

Content quality is how well your content achieves its goal(s). It refers to the depth of information and insight contained within a piece of...

Content Template

A content template is a document that makes it easy to keep your content consistent and developer-friendly. By following a content template, you...

Conversion

A conversion is a marketing term for a person who has received a marketing email, seen an online ad, or visited a website and has completed a...

CPC

CPC is short for cost per click, and refers to the cost of one click on an online advertisement. CPC is most often used as a measurement for...

CPM

CPM, or cost per mille, is the cost of 1000 advertising impressions, views, or clicks. Often used in online advertising, CPM is most commonly used...

Customer Engagement Platform

A customer engagement platform is software that helps businesses analyze, manage and optimize the customer journey. By sending personalized...

Customer Experience Automation (CXA)

Customer Experience Automation accelerates business growth with automated 1:1 communications that connect across all channels and through the...

Customer Lifetime Value

Customer lifetime value (CLV, or LTV for life-time value), is the predicted amount of revenue an average customer will generate for your business...

D

Domain Authority

Domain authority is 1-100 score that indicates how well positioned your website is to appear in search engine results. A higher domain authority...

Double Opt-In

A double opt-in is a process where subscribers to an email list must verify their interest in signing up before being sent emails. ##What is...

Drip Campaigns

A drip campaign is a series of marketing emails sent out on an automated schedule. Drip campaigns are meant to nurture leads through a triggered...

Duplicate Content

Duplicate content is content that appears in multiple places (either within one web domain or across the internet). Duplicate content is commonly...

Dynamic Content

[Dynamic content](https://www.activecampaign.com/blog/dynamic-content-in-emails) is website or email content that changes based on who is viewing...

E

Earned Media

Earned media is any media created about your business that was not paid for or created by you, and is hosted by a third party. Earned media's...

Ebook

An eBook is a non-editable book that is displayed on a digital format and is optimized to be read on any digital device such as computers, tablets,...

Editorial Calendar

An editorial calendar is an organizational scheduling system used by bloggers, publishers, businesses, and content marketers to control publication...

Email A/B Testing

Email A/B testing (also known as split testing) measures response rate to different variations of the same email. Multiple variations of one email...

Email Automation

## What is email automation? Email automation is a marketing technique that lets businesses schedule and trigger emails based on date,...

Email Blast

An email blast is a single email sent out to a large group of recipients all at once. In an email blast, all recipients receive the same email....

Email Blocklist

Often know as an "email blacklist," an email blocklist is a list of blocked emails, domains, or IP addresses that are suspected of...

Email Campaign

An email campaign is one email (or a series of email) sent to achieve a specific goal for the marketer. ## How does an email campaign work? An...

Email Click Rate

Email click rate is the percentage of people who click on an email link after receiving an email campaign. Email click rates measure the immediate...

Email Deliverability

Email deliverability is a term that refers to the ability of an email message to arrive in the recipient's email inbox. In addition to ability...

Email Deployment

Email deployment is the sending of emails to a list of subscribers using an email deployment platform or program. Email delivery then describes...

Email Integrations

Email integrations are tools that connect and provide additional functionality to an existing email provider. They sync information between apps to...

Email Leads

Email leads are people whose email address you’ve collected through an opt-in form (with their permission). Marketers often collect email leads...

Email List Fatigue

Email list fatigue occurs when subscribers stop engaging with your email marketing campaigns. Email list fatigues occurs for three primary...

Email Marketing

Email marketing is a form of direct marketing that uses emails to promote your business. It is used to create relationships with potential...

Email Marketing Benchmarks

Email marketing benchmarks are the metrics used to measure the success of an email campaign. The most common email marketing bench marks are email...

Email Marketing Conversion Rate

Email Marketing Conversion Rate is the percentage of subscribers that complete an email CTA (call-to-action). It is an ROI (return on investment)...

Email Marketing Software

Email marketing software platforms are programs and applications that are used to plan, create, and track email marketing campaigns. Email...

Email Marketing Template

An email marketing template is a pre-built HTML email template. Email marketing templates make it easier to create emails because they allow the...

Email Marketing Tools

Email marketing tools are the software and applications used in email campaigns. Email marketing tools are used for: * Email design * Email...

Email Newsletters

Email newsletters are regularly scheduled emails sent to email list subscribers. The content of an email newsletter can include tips, news,...

Email Open Rate

Email open rate is the percentage of people who received an email and opened it. Open rates vary widely, and depend on a range of factors. Some...

Email Preheader

An email preheader is a small line of text that appears after the subject line in an email inbox. Email preheader is often added to emails using...

Email Safelist

An email safelist is a list of "approved" or "safe" email senders. An email safelist tells your email client that you know and...

Email Service Provider (ESP)

An email service provider (ESP) allows users to send email campaigns to a list of subscribers. Email service providers are technology companies...

Email Spam

Email Spam is email that the recipient has not given permission to receive, and is therefore unsolicited. It is almost always bulk email, often...

Email Workflow

An email workflow is a series of automated emails that are triggered by specific actions or behavior. Marketers use email workflows to cut down on...

Evergreen Content

Evergreen content is content that remains relevant long after its date of publication. Evergreen content is desirable for marketers because it...

F

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G

Gated Content

Gated content is any content, including blog posts, articles, white papers, webinars, or ebooks, that cannot be accessed until the visitor submits...

Google Analytics

Google Analytics is a popular free website analytics platform. Offered by Google, Google Analytics provides information related to website...

Google Search Console

Google Search Console is a platform that helps website owners and webmasters understand the performance of their websites in Google search. Google...

Guest Blogging

Guest blogging is when a blog is written by a writer who does not typically contribute to the website the blog is published in. Guest blogging is a...

H

Hard Bounce

A hard bounce is an email that cannot be delivered because of a permanent issue. Common reasons for hard bounces are typos, domains that do not...

HTML

HTML stands for Hypertext Markup Language, and it is a standardized markup language system for displaying documents on web browsers. It uses tags...

Hyperlink

A hyperlink is an icon, graphic, or often underlined phrase in a document that links to another resource or web page. Hyperlinks are also called a...

I

Inbound Marketing

Inbound marketing is a business technique for attract customers to a brand’s products and services by creating valuable content and tailored...

Influencer

An influencer is a person who has the ability to affect the behavior of other people as a result of the size of their audience or their individual...

Infographic

An infographic is an image or graphic used to present information or data. Although infographics can include charts and similar data visualization,...

Integrated Campaigns

Integrated campaigns combine multiple channels such as content, email, display advertising and social media in order to promote a consistent...

Interactive Content Marketing

Interactive content marketing is the practice of using content that requires action from users. Interactive content involves having users click or...

Interactive Tools

An interactive tool is a way to increase engagement with a target audience by getting them to click, tap, type, or take some other action. For...

J

JavaScript

JavaScript, sometimes abbreviated as JS, is a high-level, interpreted programming language that lets you implement complex elements on web pages....

K

Keyword

A keyword (sometimes referred to as a search query or keyphrase) is a word that defines the main theme of the content on your page or post. The...

Keyword Density

Keyword density is ratio of the number of times that a keyword or phrase appears on a web page compared to the overall word count of the page. This...

Keyword Frequency

Keyword frequency refers to how often a keyword appears on a given web page. The more frequently a keyword appears in a page or piece of content,...

Keyword Research

Keyword research is the process of determining which search keywords are relevant to a given web page. Keyword research is a core step of most...

KPI (Key Performance Indicator)

A key performance indicator (or KPI) is a way to measure the performance of a business and its employees over time. Businesses use KPIs to assess...

L

Landing Page

A landing page is a stand-alone web page created about a specific topic to acquire a lead’s contact info through opt-in forms and gated...

Lead Generation

Lead generation is the process of converting prospects into a lead based on the interest they show in your business. Some examples of lead...

Lifecycle Marketing

Lifecycle marketing is the process of guiding potential customers through stages in the customer journey. Lifecycle marketing is meant to tailor...

Lifetime Value

Lifetime value (LTV, or customer lifetime value) measures how valuable a customer is to your business. Lifetime value is a prediction of the...

Link Baiting

Link baiting is the creation of content with the singular purpose of getting people to link to it. The goal of link baiting is to create as many...

List Cleaning

List cleaning is the practice of removing unengaged or outdated emails from your email marketing database. Cleaning your email list can improve...

List Hygiene

Email list hygiene is the practice of keeping your email list full of engaged, active contacts. Email hygiene includes cleaning out old and...

Long Form Content

Long form content is content, typically written or video, that takes an above average amount of time to consume. Although long form content...

Long Tail Keywords

Long tail keywords are keywords that are not searched as often as other phrases related to their topic. Long tail keywords are often 3+ words long,...

M

Marketing Automation

Marketing automation is the use of software and technology to automate repetitive, manual marketing activities. Marketing automation is often used...

Mass Email Marketing

Mass email marketing refers to sending one email message to a large group or list of contacts. Mass email marketing is useful for information that...

Meta Description

A meta description is a snippet of text used to summarize a web page’s content. Meta descriptions are usually about 155 characters (about 980...

Meta Tags

Meta tags are HTML tags that help define the contents of a web page. Meta tags are coded and are placed in the beginning of a web page’s...

Meta Title

A meta title is the title of a web page as defined in the page’s HTML code. Meta titles are set apart by title tags. Search engines index meta...

Multivariate Testing

Multivariate testing is a process for testing hypotheses where more than one variable is changed. Unlike a traditional A/B test, a multivariate...

N

Nofollow Links

Nofollow links are links with a nofollow HTML tag applied to them. Nofollow tags tell search engines to ignore a link. Nofollow links are used when...

O

Opt Out

To opt out refers to the different ways a contact can unsubscribe or voluntarily remove themselves from an email list. Opting out usually refers...

Opt-in Email Lists

Opt-in email lists are lists of contacts that have willingly given you their email address, with the knowledge that they would be added to your...

Opt-in Marketing

Opt-in marketing is a type of permission based marketing that involves using an opt-in process to confirm email addresses. Opt-in marketing enables...

Owned Media

Owned media includes any marketing channel completely under your company’s control. Owned media can include branded websites, blogs, email...

P

Page Title

A page title is the title of a web page as it appears at the top of the browser window and in search engine results. The page title is defined by...

Paid Media

Paid media is marketing that you pay for. Paid media includes TV ads, print advertising, sponsorships, and other types of media. In digital...

Pay-Per-Click (PPC)

Pay-per-click (PPC) is a model of digital advertising that charges advertisers each time someone clicks on one of their ads. Popular forms of PPC...

Permission Email Marketing

Permission email marketing is marketing focused on getting permission ti contact prospects at a later date with information, promotions, and...

Personalization

Personalization in email marketing refers to the gathering and use of personal information of a contact to customize communication and change...

Plain Text Email

A plain text email is an email that uses only text, without the use of images, links, graphics, HTML code, or formatting. Plain text emails often...

Podcast

A podcast is a digital audio file that you can download to your computer, smartphone, iPod, or tablet. Podcasts are typically available online as...

Promotional Email

A promotional email is an email sent to inform the email list of your new or existing products or services. Promotional emails are intended to get...

Q

Query

In SEO, a query is the actual word or phrase that someone types into a search engine. Marketers choose keywords based on what they think will more...

R

Recipient

A recipient is a contact that has opted-in to receive emails as part of a mailing list. The emails a recipient receives can be from a business,...

Repurposed Content

Repurposed content is content that has been altered from its original form to serve a different marketing goal. Repurposed content typically...

Retargeting

Retargeting is a form of online advertising that serves your ads to people who are already on your contact list or have already visited your...

RSS

RSS stands for Really Simple Syndication, a standardized system for distributing content from a website or blog to readers. RSS feeds let readers...

S

Schema.org

Schema.org is a form of markup that makes it easier for search engines to read and index your content. Adding Schema.org markup to your HTML can...

Segmentation

Segmentation is the act of grouping your contacts by their characteristics or the actions they take. Segmentation lets you personalize your...

SEM (Search Engine Marketing)

Search engine marketing (SEM) is any digital marketing effort that increases your website’s visibility in search results. While SEM usually refers...

SEO (Search Engine Optimization)

Search engine optimization (SEO) is the practice of improving the ranking of information in search results. SEO is most often used to refer to the...

SERP (Search Engine Results Page)

The search engine results page (SERP) is the page that displays all of the results for a user’s query. Depending on the query and the search...

Soft Bounce

A soft bounce is an email that cannot be delivered due to a temporary issue. Reasons for a soft email bounce include full inboxes, emails that are...

Subject Line

A subject line is the headline of an email, the copy that appears in a recipient's email inbox. An email subject line, along with a sender...

T

TF-IDF (Term Frequency Inverse Document Frequency)

TF-IDF is short for term frequency–inverse document frequency. TF-IDF is a way to measure how important a word is to a document. The TF measures...

Thought Leadership

Thought leadership is the process of becoming known for your expertise on a narrow subject. A thought leader is a person known for their knowledge,...

Transactional Email

A transactional email is a type of email that is triggered by an action on a website or mobile application – usually a purchase. Transactional...

Tripwire Marketing

Tripwire marketing is the practice of offering leads a low-cost product with the intention of selling them more expensive products later. Tripwire...

U

Unsubscribe

Unsubscribe or 'opt-out' means that a contact has expressed their desire to be removed from an email list. When emails are no longer...

User Generated Content (UGC)

User-generated content (UGC) is any written content, video, imagery, or other content format that is created by users of a product or service,...

V

Viral Email Marketing

Viral email marketing is a method of email marketing with the goal of getting content spread quickly across many different channels. Viral email...

W

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X

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Y

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Z

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