Glossary of Email Marketing Terms

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Term Definition
Acquisition cost
The price of gaining a new customer, client, or supplier.
Above the fold
Above the fold refers to banner advertisements displayed at the top of a web page. It can also refer to information which is placed at the top of a webpage or email, so visitors can see it without having to scroll down the page.
Ad clicks
Number of times a user click on an ad banner.
Ad rotation
This refers to the changing ad display on a web page, which shows a different ad on the page each time it is refreshed or viewed by a new person.
Ad tracking
A method used to check how many clicks or hits are recieved by an ad. his tool is useful for discovering how to better personalize ads, where the most revenue comes from, how to reach more customers and how to encourage more new customers.
Also called the Android Platform - the Android Phone is a result of the Open Handset Alliance Project based on the Linux kernel, but the platform itself was originally developed by Google. This open and free software stack includes an operating system, middleware and also key applications for use on mobile devices, including smartphones.
Acronym of Business to Business. This term refers to relationships between businesses that only offer goods or services to other businesses.
Acronym of Business to Consumer. It refers to businesses that offers goods or services directly to the private consumer, and NOT to businesses.
Style of web advertising where a web ad is placed along the top or side of a website.
Banner Exchange
A method in which advertisers work together and allow each other to place their banner ad at the top of the other's website.
Black Hat SEO
Refers to any unethical SEO tactics where a website attempts to gain higher search engine rankings by tricking web spiders, for example, by stuffing key words into a page.
Built by Research In Motion (RIM) - BlackBerry is a line of mobile e-mail devices and services. Users can send and recieve emails from their Backberry as well as use it as a phone or to surf the internet.
Derived from "weblog", a blog is a web page contain entries in reverse chronological order, with the most recent entry on top. In addition to the standard text blog, we now have photo blogs (consisting of uploaded photos), audio blogs (a.k.a. "podcasts") and video blogs (which consist of regularly uploaded video files). Blogs today represent powerful tools to engage potential buyers, establish thought leadership and increase organic search rankings.
A collective term encompassing all blogs and their interconnections. It is the perception that blogs exist together as a connected community (or as a collection of connected communities) or as a social network or hivemind.
Bounce backs
An email that never arrives in the recipient's inbox. The email is sent back, or bounced back, to the sender with an error message. There are two types of bounce back: 1) Soft bounce is used to describe an e-mail that has bounced back to the sender undelivered after it has already been accepted by the recipient's mail server. 2) Hard bounce is used to describe an e-mail that has bounced back to the sender undelivered without having been accepted by the recipient's mail server.

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