Glossary

A

Accelerator

Commercial proposal (gift, bonus, free trial...) that lowers the time it takes to make a decision regarding the purchasing act.

Advertiser

Company, administration or association realising one or several advertising, direct marketing, e-mailing, sales campaigns etc.

C

Catchline

Short phrase placed at the top of a letter or direct marketing document intended to attract the reader’s attention.

Click rate

In the context of online direct marketing, this rate designates the percentage of addressees who have clicked on one of the links in the e-mail to go to the advertiser’s website or to respond to the marketing message’s request.

Conversion rate

In the context of online direct marketing, this rate designates the percentage of addressees of the message having favourably responded to the offer (purchase, request for documentation...).

Cpa

Cost Per Acquisition.

Cpl

Cost Per Lead (or subscription).

Cost Per Thousand

Cost for a thousand e-mail addresses.

D

Deduplication

Process needed to make a file that can be used for an e-mailing campaign, and which consists in comparing two or several files with one another and eliminating addresses recorded more than once.

E

e-list Broker

Intermediation company that brings together companies that rent out their files and the direct marketing agencies that use them. An e-list broker can be an exclusive distributer of certain files.

e-mailing

Sending an e-mail to a greater or lesser number of Internet users. Generally the aim of an e-mailing campaign is to promote a product or service or inform subscripted readers of a chosen current event.
Netiquette requires that owners of e-mail address databases only canvas subscribers that have asked to be contacted.

F

Flash (software and format)

Software that allows websites and animated e-mails to be created. The flash format requires a plug-in that can be downloaded from the Macromedia website.

H

Html (HyperText Markup Language)

Programming language used for the layout of a web page as well as e-mailings. It allows graphic compositions to be created that are a lot richer than e-mails in text format.

M

Marketing database

A structured, compiled set of information concerning customers or prospects, needed for one or several company applications and which allows specific processing.

Marketing permission

Marketing concept based on explicit and prior authorisation from addressees to receive advertising messages.

Merge and purge

Process used in direct marketing on files of addresses that consist in deleting addresses that exist twice in the same file, to avoid sending two messages to the same customer or prospect.

Multi-channel

In direct marketing, a strategy consisting of using several distribution channels for an offer, but also several response channels.

N

npai (not known at this address)

Abbreviation used by La Poste services that means that the letter couldn’t be distributed due to an incorrect address.
For e-mailing, the NP@I are messages whose addressee is unknown or whose inbox is full.

O

opt-in

Collecting electronic addresses and personal data in “opt-in” mode consists in obtaining the prior explicitly expressed authorisation of the addressees with the aim of sending him or her promotional e-mails.

opt-out

In the context of opt-out, it is considered that while an addressee has not explicitly asked to unsubscribe or no longer receive messages, he agrees to receive them.
It is considered that the agreement of the Internet user has been acquired by default, implicit. Direct postal marketing works on this principle...

R

Routing

All campaigns and formalities that need to be carried out to send a traditional or electronic mailing.

S

Segmentation

Selection of customers and prospects with a similar profile, behaviour, needs... to categorise them in different homogenous groups and send them adapted offers.

Sender field

In an e-mail, the sender field indicates the person or organisation that has sent the message.
It includes the sender’s name and/or e-mail address.

Sign-off

Contractual document that validates and closes the development phase of a marketing campaign.
The sign-off will involve creating and sending messages, whether on paper or by e-mail.

Spam

The spam corresponds to a massive sometimes repeated mailing of unwanted e-mails, most often of a commercial nature, to people with which the sender has never had any contact.

Subject field

In an e-mail, this field indicates the message’s contents.
For a marketing e-mail, it represents a catchline.

T

Tracking

Techniques allowing the activity and the path followed by the Internet user to be measured thanks to the use of such technologies as cookies or redirection servers.

U

url (Uniform Ressource Locator)

Address that designates a resource document located on Internet.
Example: http://www.baseandco.com

V

Viral marketing

Marketing technique that invites the addressees of a message to distribute it to his or her relations, based on a logic similar to word-of-mouth.
Internet users become prescribers of the brand or the service by using it (passive) or by recommending it to their acquaintances (Active).