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A/B split |
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Refers to a test situation in which a list is split into two pieces with every other name being sent one specific creative, and vice versa. See also Nth name. |
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Above the fold |
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The part of an email message or web page that is visible without scrolling. Material in this area is considered more valuable because the reader sees it first. Refers to a printing term for the top half of a newspaper above the fold. Unlike a newspaper, email and Web page fold locations aren't predictable. Your fold may be affected by the users' preview pane, monitor-size, monitor resolution, any headers placed by email programs such as Hotmail, etc. |
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Access |
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Microsoft software tool used for developing a database. Any database vendor you work with -- email broadcaster, list broker, third-party list-hygiene service, etc. -- should be able to work with this format (as well as several others). |
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Ad |
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1. Any content in a website that acts as a commercial device to carry a message or attract a user. This content typically takes the form of an image or text, but can also use multimedia effects.
2. A description of the properties of an advertisement in an order or a campaign. In the ad, the trafficker specifies the dates, sets targeting criteria, and uploads the creative. See also banner, creative, rich media, targeting criterion. |
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Ad properties |
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The parameters of an ad. Ad properties include general information about the ad, the period of time during which the ad is scheduled to run, the criteria to which the ad is targeted, and the creative used in the ad. See also banner, creative, rich media, targeting criterion. |
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Ad swap |
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An exchange between two publishers in which each agrees to run the other's comparably valued ad at no charge. Value is determined by rate card, placement, size of list, quality of list, name brand fame, etc. |
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Affiliate |
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A marketing partner that promotes your products or services under a payment-on-results agreement. |
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Affirmative consent |
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An active request by a reader or subscriber to receive advertising or promotional information, newsletters, etc. Generally affirmative consent does not include the following -- failing to uncheck a pre-checked box on a Web form, entering a business relationship with an organization without being asked for separate permission to be sent specific types of email, opt-out. |
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AJAX |
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Ajax, shorthand for Asynchronous JavaScript and XML, is a web development technique for creating interactive web applications. The intent is to make web pages feel more responsive by exchanging small amounts of data with the server behind the scenes, so that the entire web page does not have to be reloaded each time the user requests a change. This is meant to increase the web page's interactivity, speed, and usability. |
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Alert |
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Email message that notifies subscribers of an event or special price.
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AOL |
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America Online. |
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Application Program Interface (API) |
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How a program (application) accesses another to transmit data. A client may have an API connection to load database information to an email vendor automatically and receive data back from the email. |
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Application Service Provider (ASP) |
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Company that provides a web-based service. Clients don’t have to install software on their own computers; all tasks are performed on (hosted on) the ASP’s servers. |
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Authentication |
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An automated process that verifies an email sender's identity. |
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Autoresponder |
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Automated email message-sending capability, such as a welcome message sent to all new subscribers the minute they join a list. May be triggered by joins, unsubscribes, all email sent to a particular mailbox. May be more than a single message — can be a series of date or event-triggered emails.
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