L

Landing page (or lead capture page); a single webpage displayed as a first touch-point when a potential customer has been approached with a marketing campaign as a result of a search result or an online advertisement. The landing page is used to display additional engaging marketing copy in order to generate a desired action (conversion).

Lead; a person who is supposed to be interested in purchasing the products or services offered by a given merchant; in affiliate marketing is also used to describe a certain qualified action (e. g. subscription).

List cleaning (or list pruning or list scrubbing); the process of removing the invalid, non-existent, irrelevant, inactive, flagged or unreachable recipients from an email list.

List fatigue; regressive reactions and returns from a mailing list whose subscribers were bombarded with too many similar messages in a relatively short time.

List segmentation; marketing technique used to get a higher response rate by splitting a given email list in smaller segments, based on various well-defined criteria; e. g. age. gender, interests, etc.

M

Middle of the funnel (or MOFU); at this stage the lead has already identified his problems or needs and is looking for a solution. Typical MOFU offers are delivered mainly via email and include product descriptions, case studies, etc.

N

Newsletter; a regularly developed publication, report or informational material distributed via electronic mail.

Niche; a specific topic category or segment; if you are promoting diabetic products, you are in the health niche.

O

Open rate; the percentage representation of the “opened” emails; with 200 emails sent and 20 opened emails your open rate is 10%.

Opt-in; express permission by a recipient or customer to allow a marketer to send future commercial messages and promotional materials.

P

Permission marketing; marketing done when individuals give permission for a business to send them commercial marketing messages.

Persona; a semi-fictional profile of your ideal customer or target audience group; is developed using real data – demographics, behavior patterns, motivations, interests, goals, etc – about your existing customers.

Phishing; fraudulent attempt to gather sensitive personal information – password, credit card number, etc – by disguising as a reputable, trustworthy individual or entity in electronic mails.

POP3 (or Post Office Protocol 3); standard mail protocol used to receive electronic messages from a remote server to a local computer and email client.

Priority inbox; Gmail future used to prevent email overload by identifying and separating the most important messages.