Conversion rate: The conversion rate is, generally, the percentage of visitors that complete a desired action set by the user. This can be a measurement of the conversion of the prospect customers to the actual customers who actually completed the purchase form.

Cost Per Action (CPA): An advertiser is charged, as a commission, based on specific actions related to conversion transaction or sales (i.e. form submission or purchase decision). This is not to be confused with “Cost Per Click” (CPC) which the amount is charged to the advertiser based on the total number of clicks on a banner or ad.

Cost Per Thousand (CPM): CPM is a measurement in advertising. Generally, advertiser is charged when the banner (or any other medium) on the website is exposed to 1,000 viewers (commonly known as 1,000 impressions) calculated from the number of viewers on that particular site.

Demographics Data: The information or characteristics of population such as race, ethnic, age or sex.

Domain Name System (DNS): A system that is used to translate domain names into IP addresses.

Domain name: Domain name is a name that used as identification of one or more IP addresses that distinguish them from other systems on the network. Generally, the domain name is separated by dots into at least two main parts which are second-level domain (more specific) and top-level domain (more general). For example the www.abc.org can be separated as suggested as follow
Sub domain: www
Second level domain: abc
Top level domain: org

Double opt-in: This is used as a verification system when users are subscribing e-mail recipients to an e-mail list or newsletter. The system will automatically send out a confirmation email message to target recipients seeking for permissions to send newsletter or advertising. The target recipients are given option to be in or out of the mailing list. Once confirmed by target recipients, their e-mail will automatically be added to the mailing list.

Download: To transfer a copy of a file from an internet server to one's own computer.

Email Blacklists: A database of IP addresses that are listed as Spammers which can be an organization of a person. In order to avoid receiving Spam from these IP addresses, various organizations and internet service providers (ISPs) are subscribed to the blacklists as its help filtering all incoming mail from these IP addresses.

Email Contextual link: The links, including the web links and “click here” that appeared in the email

Email Frequency: The frequency of email marketing efforts. The e-mails can be sent weekly, bi-weekly, monthly, bi-monthly, etc.

Email Newsletter: An email message sent out to the subscribers that contains information on a relevant topic for a specific group of subscribers.  Most subscribers sign up for newsletters at websites of their choice.

Email Marketing Campaign: One of the online marketing tools that is used by an organization or a person to create an organized and designed email-marketing message. It can be delivered at intervals or only once as the delivery frequency can be customized by the marketer.

Email Subject Line: This is the simply the subject of the email message. However, this is considered as the first stage of the communication port with your recipient.  The choice of subject is very important as it helps create the first impression as well as grab attention or show credibility of your organization to the recipients.

File Transfer Protocol (FTP): FTP refers to a protocol that is used for uploading or downloading files which allows users to copy files between their local system and any system they can reach on the network.

Hypertext Markup Language (HTML): HTML is a coding language that is commonly used for creating Web pages and also used in email messages nowadays.

Internet Protocol address (IP address): An IP address is used as identification for a computer on the internet. It is simply a DNA of each computer. It is written as four set of numbers separated by “dotted decimal” notation.

Landing Page: Landing page is referred to as the first page of your website that the visitor is reached after being redirected to your site from a link. Any page on your site can be a landing page depending on the general purpose of the link. The landing page can be an informational page that is directly related to the products or services that you are promoted on your email marketing campaign.

Multipart: A message format that allows the recipient to open the message in preferred format, as the message includes both text and HTML versions.

Opt-in Email: The granted permission that a recipient request to be added in mailing list in order to receive newsletters or advertising.

Publisher: Author of ezine/newsletter or web property.

Reach: The size of the audience or overall subscribers list size, who listen to, read, view or otherwise access an particular item in a given time period.

Reverse DNS Lookup: It is a process that is used to identify the association between the known IP address and a particular hostname.

ROI: Return On Investment

SPAM: Unsolicited commercial email.

Simple Mail Transfer Protocol (SMTP): The standard email protocol on the Internet. SMTP defines the message format and the message transfer agent; it is the set rules between sending and receiving email programs.

Spam Filter: Spam Filter is software that will automatically redirect unwanted e-mail away from user inbox. There are various criteria that these filters are based on such as recognized Spam email address; specific words in the subject or message body. Both end-users and ISPs can implement this software.

Unique Clicks: The number of different individuals who click on an ad link within a specific period of time.

Whitelist (aka Buddy List): A list comprised of pre-authorized email addresses determined by the end recipient. All email messages for the list will be delivered to recipient without being screened by spam filters.