Data Mining - (Discovering patterns and relationships within customer data to reveal what customers want and how they act.
E-mail Filter - Software that blocks incoming e-mail based on sender address, subject matter, or other factors.
GIF - Acronym for Graphics Interchange Format, a type of graphic format used on Web sites.
HTML - Short for Hyper Text Markup Language, the programming language used to create Web pages.
Hyperlink - Text on a Web page or in an electronic document which can be clicked with a mouse to open another page or document.
JPEG - Acronym for Joint Photographic Experts Group, a type of compressed graphics file used primarily for color images on Web sites.
Keyword - These are the words or phrases prospects use to search for the products and services you offer.
Opt-In- To grant permission for a company to send e-mail by making a direct request to be included on a mailing list.
Opt-Out- To decline permission for a company to send e-mail by making a direct request to be excluded from a mailing list.
Response Rate- The number of responses to an offer divided by the total number of people who received the offer. Generally stated as, "That mailing generated a 5 percent response."
Retention- Efforts by a company to keep customers or clients from defecting to the competition
Return on Investment (ROI) - Money earned compared to money spent, a figure used to determine how profitable a business is.
Segmentation- Dividing potential buyers into smaller groups based on buying patterns or demographic information.
Split Test- Technique used to test an offer or message for the same audience at the same time. For example, you could run two different ads in the same print run of a magazine to see which is most effective.