Marketing glossary
A
A/B testing
A/B testing is when you compare two versions of something, like an email, ad, or landing page, to see which one performs better.
For example, you send version A to one group and version B to another, then track which gets more clicks, conversions, or engagement.
It’s a simple way to learn what works best for your audience. You might test subject lines, images, layouts, or calls to action. The goal here is to make data-backed decisions that improve results over time.
A/B testing takes the guesswork out of marketing. It’s a smart way to improve performance without reworking your whole strategy. Start small, test one element at a time, and build from what you learn. The more you test, the more confident you’ll be in what works.
Abandoned cart
An abandoned cart happens when someone adds items to their online shopping basket but leaves without buying. It’s common in ecommerce and often means something interrupted the purchase. This could be anything such as:
- The price
- Delivery options
- A distraction of some kind
You can recover these lost sales with follow-up emails, reminders, or incentives like discounts. But it’s important to remember that cart abandonment isn’t a failure; it’s an opportunity. With the right message at the right time, you can bring people back and complete the sale. Tracking abandoned carts helps you understand customer behavior and improve your checkout experience.
Acquisition marketing
Acquisition marketing is all about attracting new customers. It’s the first step in growing your audience and building relationships. You’ll use channels like:
- Paid ads
- SEO
- Social media
The goal is to turn strangers into leads and leads into customers. It’s about connecting with the right people. When your message lands, people take action. A strong acquisition strategy sets the foundation for long-term growth, especially when paired with retention and engagement.
Analytics
Analytics is how you track and understand what’s happening in your marketing. It’s all about using data to make smarter decisions. You’ll look at things like:
- Clicks
- Conversions
- Traffic
- Engagement
With the right insights, you can tweak your campaigns, improve performance, and prove ROI (return on investment). Basically, analytics helps you move from guesswork to strategy. Whether you’re reviewing email open rates or website traffic, it gives you the full picture.
The goal? To learn, adapt, and grow. When you know your numbers, you can confidently take your next step.
API (application programming interface)
An API is a tool that helps different software systems talk to each other. You’ll use it to connect platforms like your CRM, analytics, or email marketing tools. It’s what makes your tech stack work together smoothly. Instead of manually moving data between systems, APIs do it for you fast and reliably.
For example, you might use an API to sync customer data from your website to your email platform, so you can send personalized messages. APIs are essential for automation, integration, and scaling your marketing.
So, you don’t need to be a developer to benefit from them; just know they’re working behind the scenes to keep everything connected.
Attribution
Attribution helps you figure out which marketing touchpoints led to a conversion. It’s how you know what’s driving results. Did someone click an ad, read a blog, then sign up? Attribution tracks that journey. You’ll come across models like:
- First-touch (what started the journey)
- Last-touch (what sealed the deal)
- and multi-touch (everything in between)
It’s useful for understanding how your channels work together. With good attribution, you can invest in what’s working and fix what’s not. When you know what’s influencing decisions, you can build smarter campaigns.
B
Bounce rate
Bounce rate shows how many people visit a page and leave without doing anything. No clicks, no scrolls, no signups; just a quick exit. It’s a signal that something might be off. Maybe the page didn’t load fast enough, or the content didn’t match their expectations.
A high bounce rate can mean your message isn’t landing. But don’t panic, it’s also a chance to improve. You can test new layouts, clearer CTAs, or better targeting. Bounce rate helps you spot friction and fix it. Typically, the lower the bounce, the more engaged your audience is.
Buyer persona
A buyer persona is a made-up profile of your ideal customer, built from real data and research. It helps you understand:
- Who you’re talking to
- What their goals are
- Their challenges
- and their preferences
You might create personas like “CX champion Chloe” or “Data-driven Dan” to guide your messaging. When you know your audience, you can tailor your content, campaigns, and product positioning.
Personas keep your marketing focused and relevant. They’re not just for creative teams but they’re also useful across sales, support, and strategy. The better you know your personas, the better you connect with real people.
C
Call to action (CTA)
A CTA is a prompt that tells someone what to do next like “Download the guide” or “Book a demo.” It’s the bridge between interest and action. Every email, ad, or landing page should ideally have one.
A strong CTA is clear, direct, and easy to follow. It helps guide your audience and boosts conversions. You can test different phrases, placements, and designs to see what works best. Without a CTA, your message can lose momentum. With one, you guide people toward the next step.
CDP (customer data platform)
A customer data platform (CDP) is a system that collects, stores, and unifies customer data from multiple sources. It gives you a single, real-time view of each person across channels like email, web, mobile, and more. With a CDP, you can:
- Segment audiences
- Personalize experiences
- and automate campaigns with confidence
It’s built for marketers, not developers, so you can act on data without needing IT support. CDPs help you understand your customers better and deliver more relevant messaging. They’re key to scaling personalized marketing and improving ROI.
Conversion/conversion rate
A conversion is when someone takes the action you want like:
- Signing up
- Booking a demo
- Making a purchase
Conversion rate shows how many people actually do it, compared to how many saw your message. It’s one of the most important metrics in marketing. A high conversion rate means your content, targeting, and timing are spot on.
A low one? Time to test and tweak. You can improve it with better CTAs, clearer messaging, or more relevant offers. Tracking conversions helps you measure success and optimize for growth.
CRM (customer relationship management)
A CRM is a system that stores customer data and tracks interactions. It’s your central hub for managing relationships. You’ll use it to:
- Personalize messages
- Segment audiences
- and automate campaigns
A good CRM helps you understand your customers; what they’ve done, what they need, and how to reach them. Yes, it’s a database but it’s also a great tool for helping to build loyalty. Whether you’re sending emails or following up on leads, your CRM keeps everything organized. The better your data, the better your marketing.
Cross channel marketing
Cross-channel marketing means reaching your audience across multiple platforms in a connected way. These platforms include:
- SMS
- Social
- Web
- and more
It’s about creating a seamless experience, no matter where someone interacts with your brand. You’re not just repeating the same message everywhere; you’re tailoring it to each channel while keeping the journey consistent. This approach boosts engagement and builds trust. When your channels work together, your marketing feels smarter, more personal, and more effective.
Customer journey
The customer journey is the full experience someone has with your brand; from first discovery to long-term loyalty. It’s made up of stages like:
- Awareness
- Consideration
- Decision
- Retention
Mapping this journey helps you understand what people need at each step. You can tailor your content, offers, and messaging to guide them forward. It’s not always a straight line though; people might jump around or come back later. But when you know the journey, you can create smoother, more meaningful experiences. The goal is to turn interest into action, and action into advocacy.
Customer engagement
Customer engagement is how people interact with your brand, such as:
- Opening emails
- Clicking links
- Using your app
- Chatting with support
It shows how connected they feel. High engagement typically means your content is landing and your experience is resonating.
Low engagement? Time to rethink your approach. You can boost it with personalized messages, helpful content, and timely follow-ups.
Engagement is essentially about building relationships. When customers feel seen and valued, they stick around.
Customer loyalty
Customer loyalty is when people keep coming back to your brand. Not just because of what you sell, but how you make them feel. It’s built through great experiences, consistent value, and personal connections.
Loyal customers tend to buy more, refer others, and stick around longer. You can nurture loyalty with rewards, exclusive content, and thoughtful follow-ups.
D
Data integrations
Data integrations connect different systems so they can share information. For marketers, this means syncing tools like your CRM, ecommerce platform, and analytics software. When your data flows freely, you get a clearer picture of your audience and can act faster.
Integrations save time, reduce errors, and unlock automation. You don’t need to manually export lists or copy data between platforms. Instead, everything works together, helping you deliver better experiences and make smarter decisions.
E
Ecommerce marketing
Ecommerce marketing is how you promote and sell products online. It includes everything from SEO and paid ads to email campaigns and social media. You’ll focus on things like:
- Driving traffic to your store
- Converting visitors into buyers
- Customer loyalty and retention
Personalization, product recommendations, and abandoned cart recovery are key tactics here. The goal is to create a smooth, engaging shopping experience that turns interest into sales, and sales into loyalty.
EDM (electronic direct mail)
EDM marketing is a type of email marketing focused on sending promotional messages directly to your audience. It’s often used for product launches, sales, or event invites.
Unlike regular newsletters, EDMs are usually one-off campaigns with a clear goal and strong call to action. You’ll design them to grab attention and drive clicks.
With good targeting and timing, EDMs can deliver quick wins and boost engagement. They’re a direct way to reach people and get results.
Email deliverability
Email deliverability is the measure of how often your emails reach inboxes rather than spam folders. It’s influenced by things like:
- Sender reputation
- List quality
- Engagement rates
- Message content
Internet service providers (ISPs) use these signals to decide whether your emails are safe and relevant. A healthy sender reputation and engaged audience both help ensure your messages make it through.
Monitoring deliverability is essential for understanding how many people actually see your campaigns and spotting issues early because even the best content can’t perform if it never lands in the inbox.
Email marketing
Email marketing is sending targeted messages to your audience’s inbox. It’s one of the most direct and effective ways to connect. You’ll use it for things like:
- Newsletters
- Promotions
- Updates
- Transactional messages.
The key is relevance; send the right message to the right person at the right time. You can segment your audience, personalize content, and automate journeys. Email marketing helps you build trust, drive action, and stay top of mind. Done well and it’s a powerful tool for growth.
F
First Party Data
First-party data is information you collect directly from your audience through the likes of:
- Signups
- Purchases
- Surveys
- Website behavior
It’s the most reliable and valuable type of data because it comes straight from your customers. You own it, control it, and can use it to personalize experiences. With privacy rules tightening, first-party data is more important than ever. It helps you build trust, stay compliant, and deliver relevant marketing without relying on third-party sources.
G
Geotargeting
Geotargeting is when you tailor your marketing based on someone’s location. You might show different ads, send local offers, or adjust messaging depending on where someone is. It’s particularly useful for:
- Events
- Store promotions
- Region-specific campaigns
Geotargeting helps you stay relevant and timely. When your content matches someone’s context, it feels more personal and more likely to drive action.
H
Hyper personalization marketing
Hyper-personalization goes beyond using someone’s name in an email. It’s about tailoring content, offers, and experiences based on real-time data and behavior. You might recommend products based on browsing history or send messages triggered by specific actions.
It makes your marketing feel one-to-one, even at scale. When people get content that’s truly relevant, they’re more likely to engage and convert.
I
Impressions
An impression is counted every time your ad, email snippet, or piece of content appears on someone’s screen. It shows visibility, not engagement.
For example, if an ad is shown 500 times, that’s 500 impressions even if no one clicks.
Impressions are often used to measure brand awareness campaigns, where the goal is to be seen rather than drive immediate action. Tracking them helps marketers understand potential reach and compare how content performs across different channels.
K
KPIs (key performance indicators)
A KPI is a metric that shows how well you’re doing against a goal. It could be anything like:
- Email open rates
- Traffic
- Demo bookings
- Revenue growth
KPIs help you track progress, spot trends, and make informed decisions. Choose KPIs that match your strategy, and review them regularly. When you measure what matters, you can improve what matters.
L
Lead scoring
Lead scoring is a way to rank potential customers based on how likely they are to convert. You assign points for certain actions like:
- Visiting your website
- Opening emails
- Downloading a guide
- For details such as role, location, or company size
The higher the score, the more interested or ready that person might be to buy. Lower scores can show who needs more nurturing. Lead scoring helps marketing and sales teams focus their time where it matters most and align on when a lead is ready for follow-up.
Lifecycle marketing
Lifecycle marketing is about engaging customers at every stage, from first touch to loyal advocate. You’ll tailor your messaging based on where someone is in their journey. That might mean welcome emails, nurture campaigns, or re-engagement offers.
The goal is to build lasting relationships, not just one-time sales. Lifecycle marketing helps you stay relevant, increase retention, and grow customer value over time.
M
Marketing automation
Marketing automation lets you set up campaigns that run on their own triggered by behavior, timing, or data. You can send emails, update segments, or score leads without manual effort.
It saves time and boosts efficiency. But it’s not just about doing more with less; it’s about doing better. Automation helps you deliver the right message at the right time, every time. It’s a must-have for scaling personalized marketing.
Marketing channels
Marketing channels are the different ways you reach your audience. Think email, SMS, social media, paid ads, and your website. Each channel has its own strengths:
- Email is great for personalization
- Social builds community
- Paid ads drive quick traffic
You don’t need to be everywhere, but you do need to be where your audience is. The key is choosing the right mix and making sure your message fits the channel. When your channels work together, your marketing feels seamless and more effective.
Mobile marketing
Mobile marketing is how you connect with people on their phones and tablets. It includes SMS, push notifications, mobile-friendly emails, and ads designed for small screens.
With most people browsing and buying on mobile, it’s essential to optimize your content for quick, easy interactions. You’ll want fast-loading pages, clear CTAs, and messages that feel personal.
N
Nonprofit marketing
Nonprofit marketing is about promoting causes, not products. You’re raising awareness, driving donations, and inspiring action. The focus is on storytelling, impact, and building trust.
You’ll use channels like email, social media, and events to connect with supporters. Every message should show why your mission matters and how people can help.
O
Omnichannel marketing
Omnichannel marketing means creating a connected experience across all your channels, such as email, SMS, social, web, and more. Your audience can move between platforms and still get a consistent message. When someone clicks an ad, visits your site, and gets a follow-up email, it should all feel like part of the same journey.
Open rate
Open rate is the percentage of recipients who open an email. It’s calculated by dividing the number of opens by the number of emails delivered, then multiplying by 100.
Strong open rates suggest your subject line, sender name, and timing are working. Lower ones can point to issues with targeting, spam filtering, or lack of interest.
Testing different subject lines, segments, and send times can help lift open rates and keep audiences engaged from the very first glance.
P
Personalization
Personalization is tailoring your marketing to each person. It’s about sending the right message at the right time, based on behavior, preferences, or data. You might recommend products, adjust content, or trigger messages based on actions.
Personalization makes your marketing feel relevant and human. When people feel understood, they’re more likely to engage and convert.
Popovers
A popover is a small message box that appears over a webpage to catch a visitor’s attention. It might promote a sign-up, highlight an offer, or encourage a specific action.
Popovers can be triggered by behavior like:
- Scrolling
- Time spent on a page
- Moving to close the tab
The best ones are clear, relevant, and easy to dismiss. Poorly timed or intrusive popovers, on the other hand, risk annoying visitors.
Used thoughtfully, they can nudge people toward the next step without interrupting their experience.
Product recommendations
Product recommendations suggest items based on what someone’s viewed, bought, or liked. You’ll see them in emails, on websites, or in apps. They help people discover things they might need and boost your sales.
The smarter your recommendations, the more helpful they feel. You can use data like:
- Browsing history
- Purchase behavior
- Similar customer profiles.
It’s a simple way to personalize the experience and drive repeat purchases.
R
Responsible marketing
Responsible marketing means putting people first. It’s about being ethical, inclusive, and transparent in everything you do. You respect privacy, avoid manipulation, and make sure your content is accessible.
It’s good practice that builds trust. Responsible marketing also means considering the impact of your campaigns on society and the environment. When you lead with integrity, your brand stands out for the right reasons.
Retargeting
Retargeting is when you show ads to people who’ve already interacted with your brand like visiting your site or clicking an email. It’s a way to stay top of mind and bring people back.
You can remind them of products they viewed, offer a discount, or nudge them to complete a purchase. Retargeting works because it’s relevant; you’re reaching people who already know you. It helps boost conversions and reduce drop-off.
Retention
Retention is about keeping your existing customers engaged and coming back. It’s easier (and cheaper) than constantly chasing new ones. You’ll improve retention with great experiences, personalized outreach, and timely follow-ups. Think:
- Loyalty programs
- Re-engagement emails
- Helpful content
When customers feel valued, they stick around. Retention is a sign of trust and a driver of long-term growth. Track it over time, learn what works, and keep building those relationships.
RFM (recency, frequency, monetary)
RFM is a way to group customers based on three key behaviors:
- Recency – how recently they bought
- Frequency – how often they buy
- Monetary – how much they spend
These scores help marketers spot their most valuable and loyal customers, as well as those who might be slipping away. For example, someone who bought last week, orders regularly, and spends a lot would rank highly.
RFM analysis helps tailor campaigns, rewarding top customers, re-engaging lapsed ones, and nurturing those in between.
ROI (return on investment)
Return on investment (ROI) measures how much value you get from your marketing compared to what you spend. It’s a simple formula: revenue minus cost, divided by cost.
A positive ROI means your campaigns are paying off. You’ll track it across channels to see what’s working. ROI helps you make smarter decisions, justify budgets, and optimize performance.
S
Segment
A segment is a group of contacts who share something in common, such as location, interests, or purchase history. Segmentation helps you send content that’s more relevant and engaging.
Segments can be dynamic (contacts automatically move in or out based on rules you set) or static (a fixed list that stays the same).
By targeting messages to the right people, you make your marketing feel more personal and boost results in the process.
Segmentation
Segmentation is splitting your audience into smaller groups based on things like behavior, location, or preferences. It helps you send more relevant messages. Instead of one-size-fits-all, you tailor your content to each group. That means:
- Better engagement
- Stronger relationships
- Higher conversions
You might segment by purchase history, email activity, or job role. The more you know about your audience, the more you can personalize.
SMS marketing
SMS marketing is sending short, targeted messages straight to someone’s phone. It’s fast, direct, and personal. You can use it for promotions, reminders, updates, or alerts.
Because people check their phones constantly, SMS has high open rates and quick response times. Keep messages clear, timely, and relevant. SMS works best when it’s part of a wider strategy and not just a one-off blast.
Sender reputation
Sender reputation is a score used by email service providers to judge how trustworthy your emails are. A strong reputation makes it more likely your messages will reach inboxes; a weak one can push them to spam.
The score is based on factors like:
- Bounce rates
- Spam complaints
- Engagement
- Consistency in sending patterns
Sending to clean, opted-in lists and keeping your content relevant helps maintain a healthy reputation.
Good sender reputation is key to getting your emails seen by the people who actually want them.
Social media marketing
Social media marketing is using platforms like LinkedIn, Instagram, Facebook, and X to connect with your audience. You’ll share content, run ads, and engage in conversations to build brand awareness and drive traffic. Of course posting content is a big part of it but it’s also about listening, responding, and creating value.
You can target specific groups, track performance, and test different formats. Social media helps you stay visible, build trust, and grow your community. When done well, it turns followers into fans, and fans into customers.
Suppression list
A suppression list is a record of contacts you’ve chosen not to email. It protects your sender reputation and helps you stay compliant with privacy laws.
People end up on suppression lists for reasons like:
- Unsubscribing
- Marking messages as spam
- Hard bounces (when an email can’t be delivered)
Suppressing them means you won’t accidentally send to someone who doesn’t want to hear from you – helping build trust and keeping your data clean.
Think of it as a safety net for both your brand and your audience.
T
Text marketing
Text marketing is sending promotional or transactional messages via SMS. It’s quick, direct, and personal. You can use it for flash sales, reminders, updates, or alerts. Because people check their phones constantly, text messages have high open rates and fast response times. Keep your messages short, clear, and timely.
Transactional messaging
Transactional messages are triggered by a customer’s action like a purchase confirmation, password reset, or shipping update. They’re expected, useful, and often opened quickly.
While they’re not promotional, they’re still a chance to reinforce your brand and build trust. You can personalize them, add helpful links, or suggest next steps. These messages keep your customer informed and your experience smooth.
U
User engagement
User engagement is how actively people interact with your brand like clicking, commenting, buying, or sharing. It shows how connected they feel. High engagement typically means your content is landing and your experience is resonating.
Low engagement? Time to rethink your approach. You can boost it with personalized messages, helpful content, and timely follow-ups to ensure your continuing to build relationships with your audience.
V
Video marketing
Video marketing is using video content to promote your brand, product, or message. It’s engaging, easy to consume, and great for storytelling. You can use it for product demos, customer testimonials, tutorials, or social content.
Video helps you explain complex ideas, build trust, and boost conversions. It works across channels, from email to social to your website. When done well, it’s one of the most powerful tools in your marketing kit.
W
Website personalization
Website personalization means tailoring your site’s content based on who’s visiting. You might show different messages, products, or offers depending on someone’s location, behavior, or profile.
It helps you create a more relevant experience; one that feels like it’s built just for them. Personalisation boosts engagement, reduces bounce rates, and increases conversions. It’s a smart way to turn data into action.
Welcome journey
A welcome journey is a series of automated messages sent to new subscribers or customers after they sign up or make their first purchase. It’s your chance to make a great first impression.
These messages often start with a friendly thank-you, followed by helpful tips, product recommendations, or special offers. The goal is to build trust, set expectations, and encourage engagement early on.
A strong welcome journey helps new customers feel valued and lays the foundation for long-term loyalty.
WhatsApp marketing
WhatsApp marketing is using the messaging app to connect with your audience. You can send updates, answer questions, or share offers all in a channel people use daily. It’s personal, fast, and interactive.
You’ll need permission to message people, but once you have it, you can build strong relationships. WhatsApp works well for customer service, transactional messages, and conversational marketing.
Winston AI
WinstonAI is Dotdigital’s AI-powered marketing assistant, built on Microsoft Azure’s OpenAI service. It helps you work smarter by making tasks like content creation, subject line suggestions, and channel optimization faster and easier.
WIth Winston AI, you can;
- Draft and refine copy
- Adapt emails for SMS
- Check grammar
- Get insights on customer behavior all in one place
Designed for marketers who want to save time and deliver more relevant campaigns, WinstonAI fits seamlessly into your existing workflow. It’s about helping you focus on the creative and strategic side of marketing while routine tasks run in the background.
Z
Zapier integrations
Zapier integrations let you connect Dotdigital with thousands of other apps and platforms without writing a single line of code. By creating “Zaps,” you can automate workflows between tools you already use, such as CRMs, ecommerce platforms, and productivity apps.
For example, you could:
- Automatically add new ecommerce customers to your Dotdigital email list
- Trigger SMS campaigns when a form is submitted
- Update contacts across systems in real time
These integrations save time, reduce errors, and make it easier to deliver personalized, timely marketing across multiple channels. They’re ideal for marketers who want to streamline processes, increase efficiency, and ensure data flows smoothly between systems.
