Words included in images or text that encourage the prospect to take a specific action. For example, "Click here to see a product tour" or "Add this product to your wish list."

A coordinated set of individual email marketing messages delivered at intervals and with an overall objective in mind. A campaign allows each new message to build on previous success.

Used to identify a site visit referred from a pay-per-click ad, banner ad, paid directory or email campaign, usually used in conjunction with a unique source parameter at the end of the URL that points to a particular landing page or Web site. (e.g. www.example.com/landingpage/?source=googlead)

An extension to HMTL code that allows styles (e.g. color, font, font size) to be specified for certain elements of a hypertext document.

The character set header. Different charsets allow non-western alphabets to be sent via email.

The practice of artificially inflating traffic statistics to defraud advertisers or Web sites that provide venues for advertisers, often by paying users to click links repeatedly or to click on all links regardless of interest or purchase intent.

The percentage of people who click on a link based on the total number who see the link. For example, to calculate the click-through rate of an email campaign, divide the number of unique click-throughs by the number of emails delivered (multiply this number by 100 to express the result as a percentage).

The ratio of unique clicks as a percentage of unique opens. The CTOR measures how effectivly your email message motivated recipients who opened it, to then click a link. In other words, the click-to-open rate expresses the measure of click-through rates as a percentage of messages opened, instead of messages delivered. To calculate the click-to-open rate, divide the number of unique click-throughs by the number of unique emails opened (multiply this number by 100 to express the result as a percentage).

The path a Web site visitor takes throughout the site.  Clickstream analysis shows the site owner how visitors navigate through the site.

User action that requires clicking on a link on a Web page, in an email message, a banner ad, or on a search engine results page to visit an indexed site.  

When a computer interacts with a network (e.g. logging on to the Internet) it becomes the "client" of the "server" computer hosting the files on that network.

The hiding of page content. Involves providing one page for a search engine or directory and a different page for other user agents at the same URL. Legitimate method for stopping page thieves from stealing optimized pages, but frowned upon by some search engines resulting in penalties.

The practice of giving visitors on other sites the option of signing up for your newsletter.

This HTML tag is used to insert comments that won't be viewed by users into your pages. Some search engines read comment tags, which can include keyword text and descriptions. Comment tags are also used to hide JavaScript code from non-compliant browsers.

Any email message "the primary purpose of which is the commercial advertisement or promotion of a commercial product or service." Source: Commerce Committee Report, CAN-SPAM Act of 2003

The standard to define the consistent and predictable presentation of a web site's design, structure and content. It can include such areas as accessibility, layout, color schemes and language.

A Confirmed Opt In (also referred to as Double Opt In) is a two-step process that allows a user to join your mailing list. The user must initially sign up, and then respond to a follow-up email prior to receiving any further email.

The Senate Commerce Committee Report for the CAN-SPAM Act indicates that "affirmative consent" requires some active choice or selection by the recipient. Remaining passive, such as not unchecking a prechecked box or other default Web form, is not sufficient. Source: Commerce Committee Report, CAN-SPAM Act of 2003

The process of moving content from one Web site to another or of moving content due to a site redesign or implementation of a new content-management system. The process usually involves assessing which content to migrate, coding it properly, moving the content and managing the process to eliminate broken links.

A framework classifying and organizing all of a company's stored knowledge.

"Taxonomies represent agreed-upon terms and relationships between ideas or things and serve as a glossary or knowledge map helping to define how the business thinks about itself and represents itself, its products and services to the outside world." (Source: Forrester Research, Inc.)

A site visitor or email recipient who completes a targeted action.

A method for assessing how effectively paid-search/pay-per-click ecommerce campaigns increase conversions and generates sales.

A small file placed on a site visitor's computer to collect information about the user and customize the site experience based on the user's information, and site visits.

A component of a search engine that roams the Web, storing the URLs and indexing the keywords and text of each page encountered. Also referred to as a robot or spider.

A business strategy to optimize revenue through improved management of interactions between a company and its customers, from lead generation through the sales cycle, support and service.