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Glossary of e-Marketing Terms

Acknowledged (SMS)

Acknowledged counts the number of messages that have received an acknowledgement back from the mobile handset via the Carrier (e.g. Optus, Telstra, AAPT). In many cases acknowledgement messages are not provided by the Carrier. Therefore, a better indication of the success of message delivery is taken from the Delivered count.

Archive

An Archive file is typically a file containing a number of other files that have been compressed to save file space and allow for faster download times.

Auto-responders

The Auto-responders number counts auto-response messages that are sent automatically on behalf of the contact. Auto-responders are mostly out of office replies with the typical message indicating that the contact is away on holidays. At the time of receipt Auto-responder counts are not opened by the contact and are not counted twice. The message typically remains unopened within the contacts inbox until it is actioned by the contact. If the message is subsequently opened the Auto-responders count will be reduced by 1 and the Opened message count will increase by 1.

Bounced

The Bounced number counts the total number of messages (Permanent & Temporary bounces) that did not make it to the contacts inbox excluding Acknowledged messages. Several main reasons for a bounced message include the message has been blocked by a filter, the mail box is full, or the mail box does not exist.

Browser

This term describes the software you're currently using to read this Glossary of Terms. The two main browsers for viewing web sites are Microsoft's Internet Explorer and Netscape.

Browser Detection

This term describes the ability for a software program to detect what type of browser a user may be viewing your email or web site in.

Buffering

This term describes the initial time you wait, and any interruption to a streamed video. During the buffering period, the server is sending you just enough information to be able to start playing, or restart the video you're viewing.

Click Through Rate (CTR)

The Click Through Rate (CTR) on the Campaign Details screen counts the total number of unique contacts that click a link within your message. The % is the total number of unique contacts that click a link divided by the total number of messages Opened by a contact.

Coversion Rate

This term describes the number of recipients that actually go on to make a purchase from a marketing activity.

CSV

CSV or comma seperated values is a term used to describe information that is stored in columns with each value seperated by a comma. eg. john,smith,3555 3456,Australia CSV files are an easy way to collect and transfer data between applications. Excel can read and save files as csv files.

CTR screen
The CTR screen or (Click Through Rate screen) displays the links clicked, the total number of times a link was clicked and the total number of unique contacts that clicked a link, per link. If there is more than one Link displayed, the Unique Links column may include the same contact from link to link. Therefore, the total aggregate number of contacts under Unique Links on CTR screen may not match the total number of contacts displayed on the Campaign Details screen.

Delivered (SMS)

Delivered counts the number of messages that were delivered to the Carrier (e.g. Optus, Telstra, AAPT) and in most cases, forwarded onto the mobile device. If a message is not delivered it will be counted as Failed.

Domain Name

This term describes the internet address of your web site. Eg our domain name is vision6.com.au. If you want a web site you first need to register a domain name. There are certain rules associated with registering domain names and the costs also vary.

dpi

DPI or dots per inch describes the sharpness of an image as displayed on a computer screen or in print. A computer screen displays images at 72 dpi whilst high quality printing requires 300 dpi. 'Dots' and 'Pixels' are interchangable when refering to a computer screen. That is ppi or dpi can be used. The size of the same picture may differ form computer to computer based on the screen size setting since the same number of pixels can be spread out over a different space.

Email Client

This is the software that you send and receive your emails through - if you're a Microsoft user you'd most likely be using Outlook Express or Outlook.

Falied (SMS)

Failed counts the number of messages that were not forwarded onto the mobile device by the Carrier (e.g. Optus, Telstra, AAPT).

Form Field

This term describes the actual box you type into when filling out one of those online forms - such as the one on our enquiries page.

Gross

A contact can "re-open" a message many times. The gross amount counts the total number of times all contacts have re-opened (clicked) on the message.

Hosting

This term describes the place where your web site resides. It is different to an ISP (although they usually offer this service as well) and a monthly fee is also charged for this service.

HTML

HTML or Hypertext Mark-up Language forms the basis of most web sites that you view. This web site predominately uses HTML to convert simple text and images into something that is readable within a web browser.

ISP

ISP or Internet Service Provider describes the company that provides you with the ability to connect to the internet. Depending on your ISP, you normally pay a monthly fee to have access to the internet.

Not Opened
Not Opened is the total number of messages that the system could not determine were opened. This number may include messages that were opened but the contact decided not to click through, or "download" images, for example, where the contacts email client (such as Outlook) has "block images" enabled. The count does not include Auto-responder messages.

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Open Rate

This term describes the number of recipients who actually opened your email. Remember Open Rate does not equal Readership.

Opened

Opened counts the total number of contacts that opened the message.

Opened in HTML

Opened in HTML is the total number of contacts that viewed the message as HTML (images & colours). Due to the numerous email filtering options in use, including image blockers, this number may not accurately reflect the total number opened. In most cases this number is slightly more than indicated.

Opened in Plain

This calculates the number of contacts that view a message as plain text. PLEASE NOTE the only technical way to know if a plain text message has been opened is if the contact clicked a link within the message. If there are no links in the message you will not be able to receive any feedback from that message. For clarity, if you send a plain text message and you have 0 opened, this either means you have no links within your email that can be clicked, or no one has clicked a link within your message. A plain text open is also counted where the contact has clicked unsubscribe or edit profile where the system cannot determine the email has been opened in HTML view.

Packet

This term is used to describe a piece of information that usually belongs to many other pieces of information that make up a complete file - such as a video.

PDF Document

A PDF Document is a type of document that can be read by the adobe acrobat reader.

Permanent Bounces

Permanent bounces are messages that did not and will not be able to be received by a contact. The main reasons for this include no such mailbox and incorrect email address. It is recommended that Permanent bounces are updated with the correct email address, deactivated or removed altogether from your database. If you continue to send messages to non-existent electronic addresses you may be in breach of the Spam Act 2003.

Responses (SMS)

Reponses are messages received back from contacts where the From number is set to "System Number". That is, when you send a SMS you leave the From number as "System Number". If you put another mobile number in the From field all responses will be sent to that number and none will be collected by the system. To learn how to set up additional response mechanisms please refer to the help system user guide.

ROI

ROI or Return On Investment describes a dollar value generally as the end result from an investment in a business transaction. For the email marketers out there, it is the total dollar conversion rate divided by the amount invested in a campaign.

Send to friends (STF)

Send to Friends (STF) counts the number of contacts who use the STF function that may be included in your messages. To learn how to include an update profile option in your message please refer to the help system user guide. The STF function does not count messages that are forwarded using the "Forward" function from within an email client such as Outlook.

Stream

This term is usually associated with streaming videos. In most cases you are not able to save a streamed video to your local hard drive. Essentially, packets of information are sent on request to your computer in a loop. You will normally wait a short period for the video to start playing (See 'Buffering'). Once started, depending on your connection speed and other variables, the video should play with little interruption.

Temporary Bounces

Temporary bounces are messages that were not received by the contact. Main reasons for Temporary bounces include mailbox full, delivery time expired and server too busy. Contacts that are flagged as Temporary bounces can be resent to as required.

Unsubscribed

Unsubscribed counts the total number of contacts who use the auto-unsubscribe facility contained within the message. This number does not include unsubscriptions that you may do on behalf of a contact, for example, when a contact sends you an email asking to be unsubscribed any you manually do this from within the system.

Updated Profiles

Updated Profiles counts the number of contacts who use the update profile function that may be included in your messages. To learn how to include an update profile option in your message please refer to the help system user guide.

User

This term is generally used to describe anyone who visits, uses or otherwise has involvement with your website or software. It is also the most common term used by programmers and project managers when documenting websites and software applications.

Video Tour

This is a term used to describe an online video that is usually either a download or a stream.

WYSIWYG

Acronym: What You See Is What You Get.