The protocol used by email clients to download email from mail servers.

The way a client program (such as an email client) connects to a server program (such as a mail server) on the Internet. HTTP uses 80, SMTP 25, POP3 110, and IMAP 143.

The quality or condition of being free from unsanctioned intrusion. Privacy in the email marketing world implies that a recipient's email address will not be shared and that they will not receive email they did not request. It is a best practice to include a privacy policy for your email opt-in to explain the purpose for collection and use of personal information.

A potential purchaser of a product or service.

The act of broadcasting content on a Web page or in an email newsletter.

A word, phrase or group of words characterizing the information a user seeks from search engines and directories. The search engine subsequently locates Web pages to match the query.

Repeating the search engine registration process one or more times for the same page or Web site. This is regarded with suspicion by search engines because it can be indicative of spamming techniques. Some search engines will de-list sites for repeated re-submission. Others limit the number of submissions of the same page in a 24-hour period. Occasional re-submission of changed pages is usually not a problem.

The entity that handles the receipt of the email and delivery to the end recipient, usually identified by the domain at the end of the email address of the recipient in the ‘To’ line. (ie: aol.com)

The page URL that originally generated the request for the current page view, as indicated by a server's referrer log file. An internal referrer is a link on another page within the Web site. An external referrer is on a page outside the Web site. A search referrer is a link generated in a search function whether internal within the Web or from an external search engine.

If a visitor comes directly from a search engine listing, the query used to find the page will usually be encoded in the referrer URL, making it possible to see which keywords are bringing in visitors.

The process of requesting a search engine or directory to index a new Web page or Web site.

Sending the right email marketing message to the right recipient at the right time.

In serach, it is a subjective measure of how well a document satisfies the user's information need. Ideally, your search tool should retrieve all of the documents relevant to your search. However, this is subjective and difficult to quantify.

The degree to which a document or Web page provides the information the user is looking for, in terms of user needs.

The method used by search engines and directories to match the keywords in a query with the content of all the Web pages in their database so the Web pages found can be suitably ranked in the query results. Each search engine and directory uses a different algorithm and frequently changes this formula to improve relevancy.

The estimation in which a sender is held by the community or the public as sending "good" or "bad" email. Many factors are used to determine a sender's reputation, though the number of spam complaints is the main metric considered.

A document of the Internet Engineering Task Force (IETF). Some RFCs become rules for how things work on the Internet.

The percentage of profit that results from a marketing or advertising campaign. (Also: Return on Marketing Investment - ROMI)

An individual who returns to a Web site in a new session during a single reporting period. (Also: Repeat Visitor)

Any browser program that follows hypertext links and accesses Web pages but is not directly under human control, such as search engine spiders or email address harvesters.

Stands for Rich Site Summary, also nicknamed Really Simple Syndication. RSS is an XML-based language that delivers content from Web sites to a user's computer through a form called a feed and is read in a special newsreader.

A service or application that searches Web pages for information based on a user's keywords and returns a list of results ranked for relevancy or other criteria.

A Web page that is designed for easy reading and navigation by search engines.

The process by which search engine utilities ("spiders") access Web pages for future searches.

Strategies and tactics undertaken to increase the amount and quality of leads generated by the search engines, involving both organic and paid search strategies.  (Also: Search Marketing)

The process of designing Web pages and presenting content so that they are listed as high as possible on search engine results pages (SERPs).

Interchangeable terms for software applications that automatically read and index Web pages for search engine databases.