Glossary of Email Marketing Terms

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Term Definition
CGI (Common Gateway Interface)
A way in which web servers pass information along, through a particular application program. CGI is used in many different web programming applications including Java and Perl.
Churn Rate
A measure of customer attrition. This can be calculated as the number of customers who cease being customers over a specified time period, divided by the average total number of customers over that same time period.
Click Fraud
The use of a computer program or automated script which operates to drive up the cost of pay per click-advertising by clicking on a particular pay-per-click ad, without any real interest in the ad.
Click-Through-Rate (CTR)
A measure of the success of online advertising which is calculated by dividing the number of clicks on a web page or online ad by the number of appearances of that web page/online ad (i.e., number of impressions).
Closed Loop Marketing
A marketing process whereby customers can be tracked through the suspect-to-sale continuum and data can easily be exchanged between Sales and Marketing. Closed Loop Marketing allows marketers to measure the ROI of marketing activities as well as their contribution to sales and profits.
Cold Calling
Unsolicited phone calls made by sales representatives or telemarketers to potential customers.
Collateral
Printed and electronic marketing/sales materials, such as pamphlets, brochures, case studies, white papers, presentations, etc.
Console
A Pop-up box that appears when a customer leaves a site, usually asking why they are leaving or if they need more assistance.
Content Management System (CMS)
A software system, for creating and managing HTML content, usually implemented as a Web application. It is used to manage and control a large, dynamic collection of Web material. A CMS facilitates content creation, content control, editing, and many essential Web maintenance functions. The software usually provides authoring (and other) tools and is designed to allow users, with little or no knowledge of programming languages or markup languages, to create and manage content easily.
Conversion
The percentage of people whose activity can be tracked from clicking on an ad or visiting a website to actually purchasing a product or service. A high conversion rate indicates that the link, ad, or site was successful.
Cookie
Information stored on a computer which will remember the users preferences on future requests.
Cost efficiency
It refers to the balance of effectively meeting reach and frequency goals at the lowest price, for a media schedule.
Cost per rating point CPP
The cost, per 1 percent of a well-targeted audience, of buying advertising space in a given media.
CRM
CRM is the acronym for customer relationship management. CRM involves all aspects of interaction between a company and customer, whether sales or service-related. CRM enables businesses to: - Win new clients and contracts - Increase profitably - Decrease customer management costs - Understand the customer - Retain customers through better customer experience - Attract new customers CRM is most commonly used to describe a business-customer relationship, but may also refer to the management of business contacts, clients, contract wins and sales leads. CRM solutions provide customer data to enable businesses to provide services or products that customers want, improved customer service, deliver more effective cross-sell and up sell, close deals, retain customers and understand who the customer is. Technology and the Web has changed the way companies approach CRM strategies: Technological advances have changed consumer buying behavior to offer new ways in which companies can communicate with customers and collect consumer data. A good CRM system will collect, manage and link information about the customer with the aim of letting you market and sell services effectively and enable you to personalise online experiences (mass customisation) through tools such as help-desk software, different types of enterprise applications and e-mail organizers.

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