Digital Marketing Glossary

A cheat sheet never hurt. That's why we put together this glossary of marketing terms you should know. See a term missing? Tweet us @sailthru and we'll add to the list!

No results found

Return to List

1:1 Personalization

Copy item URL
  1. One-to-one marketing is a customer relationship strategy emphasizing personalized interactions with customers. This kind of personalization is proven to drive interactions that will foster greater customer loyalty and stronger ROI on marketing initiatives. An effective personalization marketing technology should catalog details, characteristics and preferences of individual customers to provide better service. It is also sometimes referred to as “a segment of one” or micro-segment targeting.
Share
Return to List

A/B testing

Copy item URL
  1. A/B testing is comparing two or more versions of a web page, email campaign or push notification etc. and weighing outcomes to determine which performed better. When it comes to comparing email campaigns, it is common to measure effectiveness based on opens or clicks; however, many marketers are shifting towards testing based on downstream analysis to identify campaigns and specific treatments that lead to increased revenue, purchase frequency, and customer lifetime value.
  2. To conduct an effective A/B test, it’s important to only test one thing at a time to get accurate results. Testing multiple variables at a single time can lead to incorrect assumptions. A few things you may consider testing include, but are not limited to:
    1. Subject line
    2. CTA
    3. Email layout
    4. Field insertion (i.e. first name)
    5. Content personalization
    6. Body text
    7. Images
    8. Specific offer
    9. Message type (i.e. informational or promotional)
    10. Time of send
Share
Return to List
  1. Average order value or AOV is calculated by dividing sales revenue by number of orders. This is an essential KPI for ecommerce websites that’s used to measure merchandising results, cross-sell and upsell performance and acquisition channel values.
  2. To calculate AOV, you divide the sum of revenue generated by the number of orders taken.
Share
Return to List

Blacklist

Copy item URL
  1. A blacklist is a list of IP addresses or domains that are suspected of sending spam. Email servers use blacklists to help decide if they should accept or reject an email and when used correctly blacklists also help keep spam or viruses out of inboxes.
Share
Return to List

Branching

Copy item URL
  1. By using branching logic in marketing automation workflows, you can further develop distinct nurture experiences for your contacts, customers or prospects.
  2. Branching logic means that you can have your contacts follow one path or another based on an action or inaction in your workflow. For example, if your subscriber can receive different content depending on whether or not that subscriber opened the email.
Share
Return to List

CAN-SPAM

Copy item URL
  1. The CAN-SPAM Act is a law that sets the rules for commercial email. It established requirements for commercial messages, gives recipients the right to have you stop emailing them and spells out penalties for violations.
  2. The law covers all commercial messages, which is defined as “any electronic mail message the primary purpose of which is the commercial advertisement or promotion of a commercial product or service,” including email that promotes content on commercial websites as well as business-to-business email.
Share
Return to List
  1. CASL is a new anti-spam law that will apply to all electronic messages (i.e. email, texts) organizations send in connection with a “commercial activity.” Its key feature requires Canadian and global organizations that send commercial electronic messages (CEMs) within, from or to Canada to receive consent from recipients before sending messages.
Share
Return to List

Click to open rate

Copy item URL
  1. Click to open rate or CTOR reveals the effectiveness of email content through a percentage by dividing unique clicks by unique opens. This metric expresses the ratio of users who opened and then clicked through email. CTOR measures opens and clicks to give you a better idea of your campaign’s true performance and a measure on the relevancy of a given email.
Share
Return to List

Click-through rate

Copy item URL
  1. Click-through rate or CTR is a metric that measures the ratio of individuals who click on a specific link to the number of total individuals who view a page, email or advertisement. This metric is commonly used to measure the success of online advertising campaigns as well as email campaigns as a way to determine unique clicks.
  2. To calculate click-through rate = Click-throughs (#) / Impressions (#)
Share
Return to List
  1. Customer Lifetime Value or CLV is defined as the total dollars flowing from a customer over the entire relationship with that customer. This metric represents the total net profit a company makes from any given customer. CLV is a projection to estimate a customer's monetary worth to a business after factoring in the value of the relationship with a customer over time. CLV is an important metric for determining how much money a company wants to spend on acquiring new customers through specific channels and how much repeat business a company can expect from certain consumers.
Share
Return to List

Cohort analysis

Copy item URL
  1. A cohort, or related group, usually share common characteristics within a determined time frame. A cohort analysis is a subset of behavioral analytics that takes the data from a given dataset, for example an ecommerce platform, and rather than looking at all users as one unit, it breaks them into groups that are related to one another to analyze. With a cohort analysis, a company has the ability to see patterns across the lifecycle of a customer or reader. By uncovering these patterns, a company can adapt and tailor its product or content to those specific cohorts.
Share
Return to List

Collaborative filtering / Wisdom of the crowd

Copy item URL
  1. Collaborative filtering is a technique used by recommendation engines. It is essentially a method of making automatic predictions (filtering) about the interests of a user by collecting preferences or taste information from many users (collaborating).
  2. The assumption goes something like this: If person A has the same opinion as a person B on an issue, A is more likely to have B's opinion on a different issue than that of a randomly chosen person.
  3. In a retail or media lens, you could say that if two people buy or view the same blouse, they are likely to also purchase or view another similar blouse.
Share
Return to List

Conversion

Copy item URL
  1. A conversion is carried out when a customer or user completes an action that has been designated as a conversion on your site. Conversions do not necessarily have to be tied to a monetary goal or value. A few examples include if a customer completes an order, clicks a link, submits their information in a lead generation form, visits a specific page of a website or any other goals.
Share
Return to List

CRM system

Copy item URL
  1. CRM (Customer Relationship Management) systems are all the tools, technologies and procedures associated with the management of interactions with current/potential customers. It uses data analytics to improve or facilitate sales, support any related interactions with customers, prospects and business partners throughout an organization. Often, this approach focuses on customer retention to ultimately drive sales growth.
  2. CRM systems compile data sets from different communication channel sources; this includes a company’s website, email, marketing materials and social media. Through this approach, organizations aim to learn more about their target audiences and how to better cater their approach to the need of the customer/audience.
Share
Return to List

Cross-channel marketing

Copy item URL
  1. Cross-channel marketing is the practice of using multiple channels or media to reach customers and engage them. Cross-channel marketing campaigns are coordinated across the channels and are integrated, as opposed to just simply running simultaneously across different channels. Complex, cross-channel marketing campaigns are meant to enable you to analyze the effectiveness of your email, social, mobile, or advertising marketing campaigns and it’s impact on your organization's ROI.
Share
Return to List

Custom fields

Copy item URL
  1. Custom fields allow you to add extra information about your contacts to your contact database.
  2. To store user data within Sailthru, you can add custom fields (a.k.a. “variables” or “vars”) to the user profiles of each user. These exist alongside other user data that is collected directly by Sailthru, including users’ interactions with your site and emails. You can later access these custom fields through Zephyr template code, Audience Builder queries, the User API, and data exports.
  3. Setting custom fields allows you to easily personalize communications and segment lists for sends and reporting. You can set these through your initial list upload, and then add or update them in a number of ways, including using the Sailthru API. If you ever need to download your data – any or all of the custom fields that exist on your users – you can perform an export.
Share
Return to List

Customer profile

Copy item URL
  1. A customer profile is accurate information about your target customers which is used to A customer profile is accurate information about your target customers which is used to help marketers market to potential customers and predict what products or services they'll buy.
    help marketers market to potential customers and predict what products or services they'll buy.
Share
Return to List

Deliverability

Copy item URL
  1. Deliverability measures the ability to deliver email messages effectively to a recipient's inbox while avoiding being lost, blocked or driven to a spam folder.
  2. You can read more about deliverability and 6 ways to improve yours here.
Share
Return to List

Dynamic recommendations

Copy item URL
  1. Dynamic content, or product recommendations refers to portions of a website, ad, or email that change based on the interests or past behavior of the reader or customer. It allows there to be a customized experience specifically for the visitor or reader at that moment. One of the most well-known examples of this is Amazon's recommendation engine - “If you bought this, you may also like this…”
Share
Return to List

Email Campaign

Copy item URL
  1. An email (marketing) campaign is a campaign comprised of several cadences of email messages meant to build familiarity and trust around a product or service. Generally, any email sent to a subscriber list of customers or prospects can be considered email marketing.
Share
Return to List

Email marketing

Copy item URL
  1. Email marketing is a form of direct digital marketing using electronic mail as the marketing communication delivery method. Email marketing is used in a number of different ways by organizations and marketers as a channel to build and retain customer loyalty, acquire or convert customers, display advertisements, promote offers and more. There are multiple forms of email, including recurring, transactional, triggered and more.
Share
Return to List

Email template

Copy item URL
  1. An email template is a file of HTML code that defines the structure of your email, its design, images and the content included. Within the HTML of an email template, marketers have the ability to add images, links, GIFs, videos etc. to an email, as well.
  2. A template’s defining feature, however, is its reusability and purpose to be used to build multiple, different email campaigns. This is what makes them different from one-off email campaigns. Templates are saved within your email service provider (ESP) for continued use, and with sophisticated ESPs can be further enhanced with automation, personalization and AI.
Share
Return to List

Hard bounce

Copy item URL
  1. A hard bounce is an email that had been returned to the sender because the recipient’s email address is invalid. A hard bounce might occur because the domain name doesn't exist or because the recipient is unknown.
Share
Return to List

Key Performance Indicator or KPI

Copy item URL
  1. A Key Performance Indicator or KPI is a measurable value that demonstrates how effectively a company is achieving key business goals.
  2. Some sample KPI’s commonly used in B2C marketing are:
    1. Customer acquisition
    2. Customer lifetime value
    3. Unsubscribe Rate
    4. Open Rate
    5. Click Through Rate
    6. Conversion Rate
    7. Average Order Value
    8. Buy Rate
    9. Average Time Before Purchase
Share
Return to List

Machine learning

Copy item URL
  1. Machine learning is a type of artificial intelligence (AI) that enables a computer to learn without being explicitly programmed. It also explores the idea that computer programs can change and make predictions when exposed to data or patterns discovered in data.
Share
Return to List

Meta tags

Copy item URL
  1. Meta tags are snippets of text that describe a webpage's content. While meta tags don't appear on the page itself, they do appear in the page's code. These little content descriptors are vital in that they help tell search engines what a web page is about therefore could potentially contribute to a higher ranking in search.
Share
Return to List

Metadata

Copy item URL
  1. Metadata is data information that provides information about other data. Three distinct types of metadata exist: descriptive metadata, structural metadata, and administrative metadata.
    1. Descriptive metadata: this metadata describes a resource that enables discovery or identification; elements can include (for example) title, abstract, author and keywords.
    2. Structural metadata: this metadata is about containers of metadata and how compound objects are put together for example, how pages are ordered to form chapters.
    3. Administrative metadata: this metadata provides information to help manage a resource, such as when/how a resource was created, the file type, technical information and who has the ability to access it.
Share
Return to List

Mobile marketing

Copy item URL

Mobile marketing is the promotion of products or services designed to deliver directly to cellphones, smartphones, tablets and other handheld devices. This is usually a component of a larger multi-channel marketing campaign and can provide customers with time and location sensitive, personalized information promoting goods/services.

  1. Marketing through SMS (Short Message Service) became increasingly popular for retail promotions. It allows a brand to quickly and easily communicate a promotion to customers through a simple text message.
  2. Push notifications were introduced by Apple in 2009. They look and behave like SMS notifications, but are delivered to users only if they’ve installed the app associated with the marketing message. Push notifications give marketers the ability to feature more functionality like emojis and videos.
    1. Messaging centers can be used in addition to push notifications to share content and new information that are a vital part of your app’s mobile engagement strategy. Content can be referred back to or expire when no longer relevant.
  3. In-app messages are messages delivered to your users while they are directly active in your mobile app.
Share
Return to List

Multivariate testing

Copy item URL
  1. Multivariate testing is a technique that allows for testing a hypothesis while  multiple variables are modified in order to determine the combination of variations that performs the best out of all possible variations. Multivariate testing is similar to A/B testing, but different in that A/B testing only tests one variable at a time.
  2. Because websites and mobile apps feature combinations of changeable components, a multivariate test can test and change these various elements, like changing an image placement and headline at the same time.
  3. Here’s an example of what a multivariate test setup would look like when testing subject lines and banner images:
    • SUB LINE A + BANNER A
    • SUB LINE A + BANNER B
    • SUB LINE B + BANNER A
    • SUB LINE B + BANNER B
Share
Return to List

OOPS (Opt Outs Per Sale)

Copy item URL
  1. OOPS is a metric that is used to balance quality and quantity of an email as it helps weigh tradeoffs between conversions and fatigue.
Share
Return to List

Open rate

Copy item URL
  1. Open rate is a measure of how many people on an email list open or view a particular email campaign. Open rates are normally expressed as a percentage and calculated as such: If your campaign receives a 20% open rate, that would mean of every 10 emails delivered to the inbox, 2 were actually opened.
Share
Return to List

Predictive analytics

Copy item URL
  1. Predictive analytics is the use of algorithms and machine learning techniques to identify and predict the likelihood of future events based on historical behavior and data.
  2. Sailthru offers a tool called Prediction Manager. PM offers a series of user-level predictions of future behavior. You can visualize the predicted data across your user base, target groups of users or dynamically tailor content to them based on their predicted values, and view all predictions for any individual user. The predicted behaviors include interactions with your content–such as email open rates, opt-outs, pageviews–and for e-commerce, the quantity and value of purchases, future revenue from each user, and specific products a user is most likely to engage with or purchase.
Share
Return to List

Rest API

Copy item URL
  1. A RESTful API is an application program interface (API) that uses HTTP requests to GET, PUT, POST and DELETE data.
  2. Also referred to as a RESTful web service -- a REST API is based on representational state transfer (REST) technology, an architectural style and approach to communications often used in web services development.
  3. The REST used by browsers can be thought of as the language of the internet and with cloud based use on the rise, APIs are emerging to expose web services. REST is a logical choice for building APIs that allow users to connect and interact with cloud services. RESTful APIs are used by such sites as Amazon, Google, LinkedIn and Twitter.
Share
Return to List
  1. Return on investment or ROI is a performance measure used to evaluate the efficiency of an investment. ROI measures the amount of profits returned on an investment relative to the investment’s cost.
  2. To calculate ROI, the return of an investment is divided by the cost of the investment and the result is expressed as a percentage or ratio.
Share
Return to List
  1. RPM or Revenue per thousand impressions is a metric most commonly seen in advertising. Advertisers use RPM to evaluate how much revenue was generated for every 1,000 ad impressions served. While it’s traditionally been seen as an ad metric, more and more companies are beginning to use RPM as a way to evaluate the performance of many marketing channels, especially email. The metric allows for performance measurement agnostic of list growth, so you can view the true effectiveness of email or other campaigns.
  2. For email, the metric determines how much revenue was generated per 1,000 emails delivered. It can be extended for pageviews, and other key user interaction points depending on the brand.
Share
Return to List

Segmentation

Copy item URL
  1. Segmentation is a marketing technique where you segment your target audience based on various conditions like gender, age, geographic location, purchase history, email engagement. This strategy is used by marketers and businesses in an effort to send relevant communications to specific people on a marketing list.
  2. Traditional approaches to segmentation have relied heavily on demographic data; however, modern best practices now include behavioral data so that users are segmented based on engagement, interests, and other variables. The most cutting edge form of segmentation leverages predictive data, so that users are segmented based on their predicted behaviors.
Share
Return to List

Soft bounce

Copy item URL
  1. A soft bounce is an email that couldn't be delivered because of temporary reasons that may include an inbox being full or the email file being too large. Most email providers will continue to try to deliver the email over the period of a few days if they receive a soft bounce on an email send.
Share
Return to List

SPAM trap

Copy item URL
  1. Spam traps are a type of fraud management tool, used by ISPs and blacklist providers to identify spammers. A spam trap looks like a real email address, but it doesn't belong to a real person and can't be used for any kind of communication.
  2. There are two types of spam traps: recycled traps and pristine traps.
  3. A recycled trap is an email address that was at one point valid but that has since been either abandoned or closed; in other words, the address is presently invalid, meaning the ISP will bounce it back to the ESP.
  4. A pristine trap is an email address that has been created by either an ISP or blacklist, and it’s placed in a location where it’d be very rare for a person to come across it (e.g. in source code); these addresses are mostly picked up by bots and scrapers. Because these addresses are not readily accessible to people, typically the only way they’ll appear on a list is if the list was bought, etc. (which violates best practices). To proactively avoid pristine traps, be sure to 1) only mail to users who have explicitly opted in to receive your messages and 2) proactively remove registered users who have not opened in over a year (a spam trap will never open a message).
Share
Return to List

Transactional email

Copy item URL
  1. A transactional email is an automated message that is triggered based on a specific behavior or action taken.
  2. Transactional emails include messages like:
    1. Email address confirmation
    2. Password resets
    3. Purchase receipts
    4. Account balance update
    5. Cart abandonment
    6. Support requests
Share
Return to List

Transactional email

Copy item URL
  1. A transactional email is a one-to-one email that contains information that completes a transaction or process a recipient has started with you. A common example is in ecommerce, after purchasing an item you receive an email receipt that has information about the item, price, and shipment. Transactional emails, like purchase confirmation messages or “forgot password” emails, are sent to individuals rather than a large list of recipients and can be triggered from a wide range of channels, such as in-store, web and mobile app.
Share
Return to List
# 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