Landing page |
| A Web page viewed after clicking on a link within an email. Also may be called a microsite, splash page, bounce page, or click page. |
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Linkrot |
| What happens when links go bad over time, either because a Web site has shut down or a site has stopped supporting a unique landing page provided in an email promotion. |
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Links |
| Text links, hyperlinks, graphics or images that, when clicked, send the client to another online location (for example a landing page or other pages of a website). Links in emails are a source of action. Links need to be visible, appealing, clear and inviting. |
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List |
| The list of email addresses to which you send your message. Can be either your house list or a third-party list that sends your message on your behalf. |
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List fatigue |
| A condition producing diminishing returns from a mailing list whose members are sent too many offers, or too many of the same offers, in too short a period of time. |
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List host |
| See email vendors. |
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List hygiene |
| The act of maintaining a list so that hard bounces and unsubscribed names are removed from mailings. Some list owners also use an email change-of-address service to update old or abandoned email addresses (hopefully with a permission step baked in) as part of this process. |
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List management |
| How a mailing list is set up, administered and maintained. The list manager has daily responsibility over list operation, including processing subscribes and unsubscribes, bounce management, list hygiene, etc. The list manager can be the same as the database manager but is not always the same person as the list owner. See list owner. |
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List owner |
| The organization or individual who has gathered a list of email addresses. Ownership does not necessarily imply "with permission." |
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List rental |
| The process in which a publisher or advertiser pays a list owner to send its messages to that list. Usually involves the list owner sending the message's on the advertiser's behalf. (If someone hands over their list to you, beware.) |
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List sale |
| The actual purchase of a mailing list along with the rights to mail it directly. Permission can only be "sold" if the subsequent mailings continue to match the frequency, brand name, content, and "from" of the past owner's mailings -- and even then this is a somewhat shaky procedure on the spam-front. You are in effect buying a publication, and not just a list. |
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