Glossary of terminology used in marketing

  • 10DLC

    10DLC is a registration process for sending SMS marketing traffic.
  • A2P

    Application-to-Person (A2P) is a type of text message sent from an application, e.g. DailyStory, to a person.
  • AI

    Artificial Intelligence (AI) encompasses a broad field of computer science focused on constructing intelligent machines that can execute activities traditionally reserved for human intelligence.
  • AMP Email

    AMP for email is an extension of Google (Accelerated Mobile Pages) AMP, and is a technology to create more engaging and interactive email experiences.
  • API

    An Application Programming Interface (API) is what allows two applications to talk to each other.
  • BIMI

    A BIMI record, which stands for Brand Indicators for Message Identification, is a DNS (Domain Name System) record that allows organizations to display their brand logos next to their emails in the recipient's email client.
  • Bounced Email

    A bounced email is an email that is rejected by the recipient email server as undelivered.
  • Carrier violation

    A carrier violation occurs when carriers (such as Verizon, AT&T and such) receive an outbound SMS and opt to not deliver the message to the destination phone number.
  • Cart Abandonment

    Shopping cart abandonment refers to the situation in e-commerce when a potential customer adds products to their online shopping cart but does not complete the purchase.
  • CCPA

    The California Consumer Privacy Act (CCPA) applies to certain businesses that collect personal information about California residents.
  • ChatGPT

    ChatGPT, which stands for Chat Generative Pre-trained Transformer, is a large language model–based chatbot developed by OpenAI and launched on November 30, 2022, which enables users to refine and steer a conversation towards a desired length, format, style, level of detail, and language used.
  • CRO

    Conversion Rate Optimization (CRO), as it relates to digital marketing, is the application of a system and processes to convert a higher percentage of visitors into customers
  • DKIM

    A DKIM record, which stands for DomainKeys Identified Mail, is a type of DNS (Domain Name System) record that is used to help verify the authenticity and integrity of an email message.

    DMARC, which stands for Domain-based Message Authentication, Reporting, and Conformance, is a policy framework that works alongside SPF (Sender Policy Framework) and DKIM (DomainKeys Identified Mail) to provide enhanced email authentication and protection against email spoofing and phishing attacks.
  • DNS

    The Domain Name System (DNS) turns domain names into IP addresses, which browsers use to load internet pages.
  • Domain Authority

    Domain Authority (DA) is a search engine ranking score developed by Moz that predicts how likely a website is to rank in search engine result pages (SERPs).
  • Domain Name

    A domain name is a human-readable address for any web server available on the Internet.
  • Email Junk Folder

    The spam or junk folder is the storage space in your email account for unwanted emails or for emails that fail to reach your inbox and are flagged as spam by email service providers.
  • Email Marketing

    Email marketing is the use of email to promote your business in some way, and it’s a cornerstone of digital marketing strategy.
  • Email preview text

    The email preview text, also known as the email preheader, is the text displayed by an email client to preview the contents of an email.
  • Email SPAM filter

    Email services use inbound and outbound email filters to prevent spam. These spam filters have some metrics and algorithms that assign a numerical score after the filtering process that reflects the probability of the email being spam.
  • ESP

    An email service provider (ESP) is a service used to send email marketing content and campaigns to subscribers.
  • GDPR

    The European Union General Data Protection Regulation (GDPR) is a privacy law that unifies the various email laws of 28 EU member states.
  • Hard bounce

    An email hard bounce occurs is when the delivery issue is permanent, such as an invalid email address.

    ICANN helps ensure that domain names are assigned and resolved correctly, IP addresses are distributed efficiently, and internet-related policies are developed through a collaborative and inclusive process.
  • Email open rate

    Email open rate is the number of unique opens divided by the total number of delivered emails.
  • Email click rate

    Email click rate is the number of unique clicks divided by the total number of delivered emails.
  • IP Address

    An IP address is the number listed in the domain name system that is used to send email messages on behalf of your domain name. Businesses can use dedicated or shared IP addresses.
  • Block list

    Key word blocklists contains specific words you are trying to avoid your content being associated with.
  • MX

    An MX record, also known as a Mail Exchange record, is a type of DNS (Domain Name System) record that is used to specify the mail servers responsible for receiving and handling email messages on behalf of a domain.
  • Opt-in

    You are actively agreeing or giving your consent to join or participate in something, such as receiving email marketing or SMS marketing.
  • Opt-out

    You are choosing to not participate or to withdraw from something, such as email marketing or SMS marketing.
  • Phishing

    Phishing is a type of cyberattack in which attackers use deceptive tactics to trick individuals into divulging sensitive and confidential information, such as login credentials, financial information, or personal details.
  • PII

    Personally identifiable information (PII) is information that, when used alone or with other relevant data, can identify an individual.
  • Plain text email

    A plain text email is a type of email that contains only simple, unformatted text without any special formatting or styling. It lacks any visual enhancements such as fonts, colors, images, or hyperlinks that you might find in HTML-formatted emails.
  • SERP

    A Search Engine Results Page (SERP) is the web page that displays a list of search results when a user enters a query into a search engine, such as Google, Bing, or Yahoo.
  • Short Code

    A short code is a 5-6 digit phone number used exclusively for SMS marketing.
  • SMiShing

    SMiShing is phishing through text messages. Fraudsters use this and other scams to get your personal info and more.
  • Snowshoeing

    Snowshoeing is the process of acquiring multiple long codes for SMS marketing to distribute the messages across many sending numbers.
  • Soft bounce

    An email soft bounce is a temporary issue that prevents your email from delivering.
  • SPF

    An SPF record, which stands for Sender Policy Framework, is a type of DNS (Domain Name System) record that is used to authenticate and verify the legitimacy of email senders.
  • Spintax

    Spintax, also known as Spintext, is a type of personalization that randomizes the selection of text used.
  • Subdomain

    A subdomain is a part of a larger domain and is used to organize content within the main domain. It is a hierarchical way of structuring websites on the internet. Subdomains are created by adding a prefix to the main domain name, separated by a dot (period).
  • Text Message Campaign

    A text messaging campaign allows you to interact with your customers through text messages.
  • Transactional email

    A transactional email is an automated email sent to an individual that contains information required by the recipient.
  • URL

    A URL, or Uniform Resource Locator, is a string of characters that provides a web address used to identify and locate resources on the internet.
  • VMC

    A Verified Mark Certificate (VMC) is a digital certificate issued by a certificate authority that verifies logo ownership.

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