Glossary of Terms

Data Mining - (Discovering patterns and relationships within customer data to reveal what customers want and how they act.

E-mail Filter - Software that blocks incoming e-mail based on sender address, subject matter, or other factors.

GIF - Acronym for Graphics Interchange Format, a type of graphic format used on Web sites.

HTML - Short for Hyper Text Markup Language, the programming language used to create Web pages.

Hyperlink - Text on a Web page or in an electronic document which can be clicked with a mouse to open another page or document.

JPEG - Acronym for Joint Photographic Experts Group, a type of compressed graphics file used primarily for color images on Web sites.

Keyword - These are the words or phrases prospects use to search for the products and services you offer.

Opt-In- To grant permission for a company to send e-mail by making a direct request to be included on a mailing list.

Opt-Out- To decline permission for a company to send e-mail by making a direct request to be excluded from a mailing list.

Response Rate- The number of responses to an offer divided by the total number of people who received the offer. Generally stated as, "That mailing generated a 5 percent response."

Retention- Efforts by a company to keep customers or clients from defecting to the competition

Return on Investment (ROI) - Money earned compared to money spent, a figure used to determine how profitable a business is.

Segmentation- Dividing potential buyers into smaller groups based on buying patterns or demographic information.

Split Test- Technique used to test an offer or message for the same audience at the same time. For example, you could run two different ads in the same print run of a magazine to see which is most effective.

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