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| Acceptance |
Any informed, specific and freely made statement whereby a person accepts that personal data referred to him/her may be used for direct marketing. |
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| Acquisition |
Marketing process designed for feeding a prospect and customer base: renting an already existing prospect base containing several companies in order to perform a marketing campaign using this base. |
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| Adviser |
Company, enterprise, association, institution, which undertakes communication operations and issues marketing messages. |
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| Address unknown |
Postal or e-mail addresses enduring delivery problems (letter or e-mail which cannot be delivered due to a wrong address). In e-mailing technology, the difference is done between hard (permanent) address unknown (for instance, non existing domain or user unknown) and soft (temporary unknown) address unknown (e.g: mailbox quota exceeded). |
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| Anti-spam filter |
Software installed upstream of a company or ISP electronic messaging. It allows identifying and removing SPAMS, through an analysis of the incoming e-mails. Some well known software are: Brightmail, Vaderetro, Spamassassin… Microsoft is including its own anti-spam filter in recent customer tools (Outlook). |
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| ASP mode |
(Application Service Provider) Mode which offers a software in the form of a rental via internet. |
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| BAT |
Agreement presented to a customer before printing. |
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| Blacklisting |
In order to fight against SPAM, an internet services provider (ISP) or web mail can decide to ban, based on its own rules, all emails coming from a defined issuing server. The rules are based often on parameters like sending system, flow, content rules, and internet user’s complaints. |
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| Bounces |
Postal or e-mail addresses enduring delivery problems (letter or e-mail which cannot be delivered due to a wrong address). In e-mailing technology, the difference is done between hard (permanent) address unknown (for instance, non existing domain or user unknown) and soft (temporary unknown) address unknown (e.g: mailbox quota exceeded). |
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| Business Intelligence |
Business intelligence covers the range of technologies helping to make decisions at the end of a chain. |
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| Business to Business |
(BtoB) Term used for companies which sell their products to companies and professional individual users. |
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| Business to Consumer |
(BtoC) Term used for the commercial relations targeting a group of ultimate consumers. |
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| Click rate |
Statistical rate used in e-mail campaigns. Quantity of clickers divided by the quantity of e-mails successfully received. |
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| CNIL |
(Commission Nationale de l'Informatique et des Libertés) The French State has entrusted this organisation with the protection of privacy and individuals or public freedom when an electronic document concerning any person is created. The CNIL must take care of the observance of the law about "Computers and Freedom". |
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| CRM |
(Customer Relationship Management) Term applied to the tools which gather all information a company can collect and implement regarding its customers and prospects. |
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| Cross Selling |
Commercial technique for offering a range of other complementary products to a site customer who has shown interest in a certain product. |
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| Customer |
Any person who already had some contact with the company. |
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| Customer loyalty |
Series of direct marketing techniques which target to establish a continuous dialog with customers in order to make them become loyal to a product, service, or brand. |
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| Customization |
Procedure which consists in forwarding a particularly appropriate message or offer to a target. The costs and automation which characterize the electronic direct marketing allow the edition of messages which can be differentiated for each internet user (possibility to customize the message with personal data, shopping patterns, …) |
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| Database |
Organized gathering of collected data which is collected, evaluated or projected for a customer or prospect. |
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| Data Mirroring |
Writing duplicate data to more than one device, in order to protect against loss of data in the event of device failure. |
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| Datawarehouse |
Storage of data which gathers and makes homogeneous the information coming from different databases and services of a certain company or organization. |
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| Deduplication |
Process which consists in eliminating the duplicated elements in files before creating a marketing campaign. This action becomes a natural operation once a file is created. |
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| Delivrability |
E-mails actually received in a remote targeted mailbox. |
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| Direct marketing |
All information communication technologies which evoke, give value and keep a direct and measurable contact between the issuer of a message and the recipient. |
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| Direct prospecting |
Direct prospecting consists in sending any message targeting any promotion, direct or indirectly, goods, services or image of a service sender or supplier. |
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| DGCCRF |
General Directorate for Fair Trading, Consumer Affairs and Fraud Control in France. |
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| Domain Key Identified Mail |
System to exchange information between a holder and a receiver, based on establishing a private/public key, according to an international regulation. This key is used to verify that the signature appearing in the mail really corresponds to this domain. |
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| Duplicates |
Double or triple entries in a base. These elements are put aside before before being processed. |
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| Double Opt-in |
Technique which consists in obtaining the confirmation from an internet user via an e-mail that he/she is really the holder of the e-mail mailbox subscribed to a newsletter. |
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| E-mail |
Electronic mail. |
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| E-mailing |
To send an electronic mail to a more or less large quantity of internet users. |
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| E-mailing campaign |
Advertising campaign addressed to targeted internet users by forwarding marketing e-mails. |
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| E-marketing |
Marketing performed via digital technologies. |
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| ERP |
enterprise resource planning) is an industry term for the broad set of activities supported by multi-module application software that helps a manufacturer or other business manage the important parts of its business, including product planning, parts purchasing, maintaining inventories, interacting with suppliers, providing customer service, and tracking orders
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| Feedback Loop |
The existence of a feedback loop is essential for establishing a "white list" of IP addresses. A feedback loop is an address like for instance "abuse@domaine.fr", see RFC 2142 § 1, 2 and 4. Several webmails include a button "Spam report" or "Spam" which allows the subscribers to transfer a non solicited or non asked e-mail for analysis and storage as incriminating evidence. If a feedback loop is configured on an IP address source, the e–mail is sent back to the registered address "abuse@..." |
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| FEVAD |
Federation of Remote Sales Companies in France. |
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| Files cleaning |
General term which gathers all operations aiming file targeted updating operations: correction, elimination or reclassification of addresses, user unknown addresses, geographical and postal modifications, customer features,… These updates are essential for maintaining the files in good health. |
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| File plan |
Selection of prospect files for acquisition depending on the targeted objectives. |
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| Flooding |
Simultaneous forwarding of a huge quantity of requests at regular intervals to a remote Web site. The objective is to saturate the capacity of the machine, putting the site out of service. |
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| Hotline |
After sales telephone or help and technical support service. |
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| Hotline |
After sales telephone or help and technical support service. |
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| IP Address |
(Internet Protocol address) Sole Internet address used to identify a computer connected to the Internet. |
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| ISP |
(Internet Service Providers) A company dedicated to provide internet access to businesses or private users. The ISP also offers hosting services for web pages and electronic messages. |
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| JMRPP |
(Junk Mail Reporting Partner Program) Program developed by Hotmail which makes possible that MailPerformance can receive the claims about persons having done any misuse on Hotmail and MSN. These persons are automatically unsubscribed by MailPerformance from the campaign originating the claim. |
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| Junk mail |
U.S English term used for non solicited e-mails. Synonym of "spam". |
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| LCEN |
Digital Economy Confidence Law published in June 2004 in the Official State Bulletin.
This law sets the following points:
- clear definition of communication and electronic commerce concepts;
- ISP hosts involvement in fighting illegal contents: the law defines a set of regulations;
- Definition of the balance between self-expression and personal rights, mainly by updating press offence scheme;
- Detailed set of declarations on public internet use and development. |
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| Load Balancing |
Load distribution between several processes, computers, disks or other resources. This technique ensures that tasks are not interrupted. |
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| Mail-bombing |
Forwarding a huge quantity of e-mails to one single address. |
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| Marketing plan |
Section of a company business plan which focuses on marketing strategy. |
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| Marketing pressure |
Technique which allows controlling the marketing pressure on internet users by regulating the frequency of issuing e-mails, in order not to send new messages when a target has already received several e-mailings. |
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| Marketing strategy |
Analysis and considerations of a company or organization in order to adapt supply and demand. |
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| MMS |
(Multimedia Messaging Services) Messages sent by mobile terminals (PDA/mobile phones) which may include multimedia contents (images, sound, text,…). |
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| Multi-channel |
This designates a marketing technique which reaches its target using different communication means, through different channels. MailPerformance offers e-mail and sms channels as standard. |
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| Multipart |
Sending mode of e-mail messages allowing simultaneous forwarding of two versions of a message, one of them in HTML format, and a second one in text format. |
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| Newsletter |
Information letter. Internet users can subscribe to this type of letters in a Web site, in order to receive regularly short and recent information by e-mail, related to this site. According to the Law on Computing and Freedom (CNIL), an unsubscribe link must always be included with every message sent. |
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| OLAP |
(Online Analytical Process). Multi-dimensional databases used for analysis. |
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| Opening rate |
Statistical rate used in e-mailing campaigns. Quantity of e-mail openings divided by the number of e-mails successfully received. |
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| Opt-in |
E-mail address where the holder has accepted to receive marketing e-mails. |
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| Opt-out |
Address which has not declared acceptance to receive marketing e-mails to which an unsubscribe link is offered for unsubscription. This procedure is not legal in France for BtoC files. |
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| Outblaze |
See RBL definition. |
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| Permission Marketing |
Term which became popular thanks to the eponymous book from Seth Godin. Permission Marketing consists in establishing a long term and customized relation between advertiser and customer/prospect. Permission Marketing is the contrary of SPAM and opt-out. |
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| Phishing |
Fraud which consists in forwarding an e-mail cheating the receiver letting him think that it has been issued from a company, when it is not true. The internet user, relaxed, gives personal information like access codes. (Playing on words fishing and phreaking). |
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| Profiling |
Set of techniques which allow collecting and exploiting the “profile” (personal data) of receivers of issued messages. |
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| Prospect |
Potential customer. |
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| Provider |
Same as supplier. |
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| RBL |
(Real time spam black lists) Spam-RBL is a project to fight Spams (non solicited mail). To fight a spam, the system looks for the issuing person and alerts the administrator in charge of the net from which the spam originated. |
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| Relational Marketing |
Marketing approach which deals with consumer satisfaction and its consequences on customer loyalty. |
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| Reactivity rate |
Statistical rate used in e-mailing campaigns. Quantity of clickers divided by the quantity of openings. |
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| Reply to |
Electronic address automatically used by the messenger service software when the receiver of the e-mail uses the function “Reply”. |
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| Reporting |
In a marketing campaign or marketing actions, reporting is to indicate to the customer the statistical results of his campaign (opening, clicks rate, etc.). |
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| Rich Media |
Multimedia format workable on the Web. |
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| ROI |
Return on investment. |
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| Router |
Expert responsible for conducting marketing message. Routers can be specialized in sending messages on paper support, fax, SMS or e-mails. |
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| Segment |
Group of e-mail addresses gathered together due to their common characteristics. Homogeneous subset of a population (customers or prospects) where differentiated marketing actions can be implemented. |
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| Segmentation criteria |
Selected field which divides a population according to homogeneous behaviour segments. |
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| Sender ID |
Light certification standard for the domain name of an electronic mail sender. |
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| SMS |
(Short Message Service) Text messages sent to mobile phones. These messages can have a maximum of 160 characters. |
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| SMTP |
(Simple Mail Transfer Protocol) Protocol (technical term) used to forward electronic mails on Internet. |
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| SNCD |
(Syndicat National de la Communication Directe) Professional organisation for the promotion of direct marketing and customer relation techniques and uses. MailPerformance is an active member of the SNCD. |
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| SPAM |
Unsolicited e-mail with advertising or unethical contents. It often contains poor value marketing information. The use of SPAMs is illegal in France and in many other countries. |
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| SpamCop |
See definition for RBL |
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| Spamhaus |
See definition for RBL |
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| Split Testing (ou Split Run) |
Forwarding the same direct marketing message to several groups of receivers changing only some elements to measure the impact of these elements (customization, offer, visual,…). For obtaining a viable test, the groups must be randomly selected. |
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| Targeting |
Technique which consists in concentrating a promotion effort on a population which is supposed to be interested in a given offer, by using variables and data analysis. |
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| Tracking |
Other term for "follow-up". In the e-marketing sector, it refers to "campaign follow-up", especially the collection of detailed statistics on targets behaviour. |
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| Viral Marketing |
Marketing technique where the advertiser promotes the distribution of his message in several targets. When using e-mails, the advertiser encourages the recipient to transfer the message to his/her acquaintances, ensuring that they achieve a larger distribution and seeking the possibility of obtaining new prospects (known as electronic word-of-mouth influence). |
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| Webdesigner |
Graph designer expert who implements the graphic chart of a message: he selects typography, defines photographs’ and images’ style, taking into consideration the communication chart indicated by the advertiser. |
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| Whitelist |
A whitelist is a list of e-mail addresses or domain names from which an e-mail blocking program will allow messages to be received. |
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| XML |
(Extensible Markup Language) is a flexible way to create common information formats and share both the format and the data on the World Wide Web, intranets, and elsewhere. |
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