Glossary of Email Marketing Terms

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Term Definition
Landing Page
Also referred to as a destination page, splash page, destination URL, or target URL. Landing pages are custom web pages designed to convert visitors into sales or leads. Banner ads, email and even offline outbound marketing campaigns drive traffic to a landing page in order to capture information or trigger a sale.
Lead Harvesting
Sales promotions or incentives which are designed to convert leads into sales.
Lead Management
A range of processes involved in categorizing, qualifying, nurturing and routing prospect information.
Lead Scoring
Refers to the predictive ranking of the value of one lead versus another to the organization. Usual sources of data for Lead Scoring include explicit information, such as Demographics and BANT criteria (Budget, Authority, Need and Timeline), in combination with implicit or behavioral observations.
Link Building
Quality link building is one of the most valuable activities you can undertake to acheive higher search engine rankings. One-way link building builds link to your site from high value websites, including authorities and relevant or industry leading websites. Two-way link building offers a link back to the linking site.
Link popularity
A measure of the quantity and quality of sites that link to your site.
Link text
A piece of text which contains known as a hyperlink.
A popular, business-oriented social networking site mainly used for professional networking. Registered users are allowed to maintain a list of contact details of people they know and trust in business.
List Broker
A company acting as an intermediary between a list owner and a list buyer. List brokers sell or rent lists of names and addresses for such channels as direct mail and email.
Loyalty Marketing
Marketing which focuses on improving customer satisfaction and lifetime value through the use of incentives.

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