18.2: Key terms and concepts
- Page ID
- 24971
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Term | Definition |
Alt Text | The ‘alt’ attribute for the IMG HTML tag. It is used in HTML to attribute a text field to an image on a web page, normally with a descriptive function, telling a user what an image is about and displaying the text in instances where the image is unable to load. Also called alt tag. |
Business-tobusiness (B2B) | When businesses sell products or services to other businesses and not to consumers. |
Business-toconsumers (B2C) | When businesses sell products or services to consumers. |
Call to action (CTA) | A phrase written to motivate the reader to take action such assign up for our newsletter or book car hire today. |
Clickthrough rate | The total clicks on a link divided by the number of times that link was shown, expressed as a percentage. |
Customer relationship management (CRM) | A strategy for managing a company’s interactions with clients and potential clients. It often makes use of technology to automate the sales, marketing, customer service and technical processes of an organisation. |
Database | In email marketing, the database is the list of prospects to which emails are sent. It also contains additional information pertinent to the prospects. |
Domain name system (DNS) | DNS converts a domain name into an IP address. DomainKeys, an email authentication system designed to verify the DNS domain of an email sender and the message integrity. |
Double opt-in | The act of getting subscribers to confirm their initial subscription via a follow-up email asking them to validate their address and hence opt-in again. |
Email service provider (ESP) | A service that helps you design and send emails. |
Hard bounce | The failed delivery of email communication due to an undeviating reason like a non-existent address. |
Internet Protocol (IP) Address | An exclusive number that is used to represent every single computer in a network. |
Internet service provider (ISP) | The company providing you access to the Internet, for example, MWEB, AOL and Yahoo!. |
Open rate | The percentage of emails determined as opened out of the total number of emails sent. |
Opt-in | Giving permission for emails to be sent to you. |
Opt-out | Also known as unsubscribe. The act of removing oneself from a list or lists so that specified information is no longer received via email. |
Return on investment (ROI) | The ratio of profit to cost |
Sender ID | A method used by major ISPs to confirm that an email does originate from the domain that it claims to have been sent from. |
Soft bounce | The failed delivery of an email due to a deviating reason like an overloaded email inbox or a server failure. |
Spam | Email sent to someone who has not requested or given authorisation to receive it – EVIL! |
Unique forwarders | This refers to the number of individuals who forwarded a specific email on. |
White list | A list of accepted email addresses that an ISP, a subscriber or other email service provider allows to deliver messages regardless of spam filter settings. |