LSC Digital Glossary

LSC Digital Marketing Glossary

We marketers learn new lingo every day. Ever-changing trends, technology and methods can make your marketing education from five years ago nearly obsolete. As digital marketing changes, we adapt! Check back here for the latest terms and additions to the digital marketing lexicon.

Email Marketing Terms | Data Terms | Digital Marketing Terms | SEO Terms | Search Engine Terms

Email Marketing Terms



  • Authentication – a technical process that verifies that an email is a real, active email that belongs to a verified source. This is required in all “from addresses” on email marketing platforms.
    • DKIM – DomainKeys Identified Mail. A technical process for email authentication.
    • SPF – Sender Policy Framework. Another email authentication process that identifies forged sender addresses. This process is most effective when used with DMARC.
    • DMARC – Domain-based Message Authentication, Reporting and Conformance. This gives domain owners the authority to protect against unauthorized use.
  • Autoresponder – messages that send in response to an incoming message. These programs can be as simple as an out of office message implemented by Gmail or Outlook, or as complex as confirmation emails, unsubscription responses and welcome emails set up within email automation platforms.
  • Opt-in – method for which contacts can elect to receive your emails. All your contacts should have opted-into your database one way or another.
  • Opt-out – method for which contacts can elect to no longer receive your emails. It’s required that all emails have an unsubscribe link somewhere in the mailing. These contacts should be moved to a blacklist, suppression list, or do-not send list so that your company does not violate a privacy rule.
  • Sending Domain – is a domain that is used to indicate who an email is from via the “From:” header. DNS records can be configured for a sending domain, which allows recipient mail servers to authenticate your messages.
  • Mobile Optimized Design – format of an email that allows mobile-friendly view. This often means a hero image of 600 pixels wide. This also applies to websites.
  • Responsive Design – format of an email that easily adapts between devices. For example, the email will operate and appear appropriately when viewed on a smart phone and a desktop. This does not ensure that the design will be exactly the same on different devices, but the adaptation will be effective across the board. This also applies to websites.
  • Email Client – desktop program that manages email. For example, Microsoft Outlook.
  • ESP (Email Service Provider) – a company that offers email marketing services. This isn’t an agency like LSC Digital but a company like Acoustic, Mailchimp or Constant Contact. These companies manage email marketing and keep track of various reporting metrics.
  • IP – short for internet protocol address. Every device connected to a computer network has an IP address.
  • Dedicated IP – a specific IP address assigned to a hosting account. In terms of email marketing, a dedicated IP keeps the sender in control of the IP reputation. Most email marketing platforms start beginners off using a shared IP.
  • Shared IP – an IP address used by multiple senders. In terms of email marketing, this is not ideal when attempting to control the reputation of the IP.
  • IP Warmup – sending emails incrementally from the same IP to build a good reputation. Acoustic calls this throttling. This helps prevent your emails from appearing in spam folders and improving deliverability. Too many sends from a single IP at a time could raise a red flag to an ESP or email client.
  • List Segmentation – a process of categorizing a list in order to send a message to a specific audience. This could mean sending an email to only the marketing departments of companies, people who have Utah addresses or adults over 35 years old.

Anatomy of an Email

  • From Name – this is who the email appears to be from. An email coming from the president of a company might attract more clicks than simply writing the company’s name.
  • From Address – this is the email address that the email will come from. See sending domain for more information.
  • Preheader Text – this text appears just below the subject line when an email appears in an inbox. Some email marketing platforms have a designated fill-in box for the subheading, but others might have this embedded in html.
  • Reply-to Address – if a contact hits reply to an email campaign, this is the address that will receive those emails. Typically, this is an info
  • Subject Line – this appears like the subject of an email.

Data Terms

  • Data Append – taking known customer data (first name, last name, postal address) and matching it against a database to obtain new information.
  • Data Hygiene – keeping data complete and accurate through merge purge and data refresh.
    • Merge Purge – utilize partners to merge records from one or multiple data sources to eliminate duplicate records. The result is one unique record containing all of the valuable data.
    • Data Refresh – updating records with current information; adds, changes, deletes.
  • Email Hygiene – the process of verifying or removing invalid email addresses from an email list. This will increase deliverability, save money, increase conversion rates and increase email ROI.

Digital Marketing Terms

  • Above the fold – content that appears before the user has to scroll.
  • Conversion – an action that’s counted when someone interacts with your ad and then takes an action of value to your business. This could be a form fill, purchase or phone call.
  • CPA – cost per acquisition. This is determined by dividing the cost by the number of conversions.
  • CTA – call to action. This is what encourages a conversion, click or any other action that can be taken from the campaign.
  • KPI – key performance indicator.
  • ROI – return on investment.

SEO Terms

  • Long-tail keyword – these keywords are used to target niche demographics rather than mass audiences. The “long-tail” refers to the search demand curve – terms become more specific and detailed, search volume becomes less competitive, but searcher intent becomes higher.
  • Organic search results – natural rankings determined by search engine algorithms and can be optimized with various SEO practices.
  • Paid search results – you pay to have your website displayed on the search engine results page.
  • SEM – search engine marketing. This includes organic search and paid search results.
  • SEO – search engine optimization. This only refers to organic search results.

Search Engine Terms

  • Position zero – the information Google offers at the very top of the search results. This is populated using featured snippets and schema worked into a website. The increase in position zero results has lead to an increase in zero click search results.
  • SERP – search engine results page
  • Zero click searches – when the search intent of a user is satisfied without having to click any actual search results links.

Author : Marcella Micillo

Marcella is a digital marketing specialist based in Connecticut. With experience in editorial content creation and social media marketing, Marcella entered the digital media world through food writing, and has been published in The Valley Table, Edible Long Island and Edible East End. When she's not writing about the latest marketing trends for LSC Digital, she's publishing lifestyle content to her own blog. Linkedin

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