R

Raw clicks; the total number of overall clicks occurred on a given affiliate link.

Return on investment (or ROI); percentage metric used to measure the profitability rate of a given campaign, In order to calculate it the net profit is divided with the campaign cost; with $100 spent and a $300 revenue you’ll have a 200% ROI.

S

Seed email; a recipient added – sometimes secretly – to a mailing list in order to track and assess the delivery rate.

Sender reputation (or email reputation or IP reputation); basically is an evaluation and measurement of your overall email sending practices, showing you how email service providers view your IP address. Is compiled using data that includes unsubscribe requests, spam complaints, open rates, etc.

Signature file (or sigfile); a short block of text or a tagline “appended” to the end of an email; it can be used to identify the sender, to provide contact information, to convey important benefits or to include an unsubscribe link.

Single opt-in (or SOI); subscription method where the new recipient is added to the given email list automatically, without requiring other further confirmations; e. g. filling up a subscription form.

SMTP (or Simple Mail Transfer Protocol); the most common internet standard used for electronic mail transmission.

Soft bounce; a temporary delivery failure towards an existing and valid recipient; e. g. the recipient’s inbox is full.

Spam complaint; an abuse report made by a certain recipient against a given email message considered to be unsolicited.

Spam score; a score used by anti-spam softwares and tools; is associated with a given email message and is calculated based on several factors such as imagery, subject line, email body, links, etc. The higher the score, the higher is the probability for the email to be considered spam.

Split testing (or A/B testing); controlled comparative experiments performed with the goal of measuring, analyzing and improving a given marketing metric; e. g. open rates generated with two different subject lines.

Spoofing; the practice of using forged, misleading sender addresses; it’s common for phishing emails and spam campaigns.

Squeeze page (or landing page); a special single-page creative with minimal, eye-catchy content created with the sole purpose to capture information for follow-up marketing; an attractive “bait” designed to increase conversion.

T

Top of the funnel (or TOFU); the first stage of the sales funnel where you are trying to attract as much leads as possible. A large pool of unqualified leads who are looking for information in attempt to identify a problem.

Transactional email; an automatic message triggered by a transaction and usually sent through an SMTP relay or an automatic programming interface; e. g. an email containing purchase details.

U

Unique click; a unique click represents an individual user who clicked a given link. Basically is the very first click coming from a single computer.

URL redirection (or URL forwarding); a web-server function used to send a visitor from one URL – the one visible in the address bar – to a new, different domain or URL.

URL shortener; online service that will create a shorter, abbreviated alternative for long URLs. Is based on URL redirection.

W

Welcome email; a usually automated message thanking a new subscriber.

Whitelist (or approved sender list or safe sender list); a list of recipients, IP addresses or domain names from which an email filtering or blocking program will allow messages to be received. Can be used by both email service providers and individuals.

And that's it my friends!

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