Glossary of Marketing Terms

Our glossary of marketing terms

This is a constantly evolving area of our site, we use it to add relevant phrases and terms that we feel may need further explaination.  If you have seen a term which you would like us to clarify, email info@bluedaisymarketing.co.uk.

• Ear Fluff Syndrome (EFS) - This term has been coined by BlueDaisy Marketing to describe a condition which can affect your customers and prospects.  In essence, if your audience isn't responding, th lack of response could be due to time constraints, information overload, not enough urgency at that time and so on - it's not that they aren't interested!  Don't let ear fluff stop you communicating, regular communication is key to customer retention, development and growth.  
• Open Rate - The number recipients who opened your HTML emails. This is usually measured as a percentage of the total number of emails sent, although calculation methods may differ. The open rate is considered a useful metric for judging response to an email campaign. 
• Above the Fold - The bottom of your browser window or the bottom of your email before you have to start scrolling is commonly referred to as the "fold". These viewable areas should be where your most important information should be located since it's the first thing your viewer will see.
• Preview Pane - Email programs like Microsoft Outlook, Entourage, and Mac Mail allow users to view email through a preview pane before your recipient clicks to open. The preview pane is important to bear in mind when composing the opening lines of an email so you can get your recipient's attention fast.
• Copy/Content - Your copy is simply the text of the email you write.
• Targeting - Targeting gives you the ability to deliver emails to those most likely to respond to your emails, based on a variety of things like their geographic, demographic, psychographic and behavioral information.
• Whitelists - Whitelists are usually created by an ISP (internet service provider) and are made up of commercial emailers (including ESPs) who have been approved to send email through their gates. The ISP requires a list of IP (internet protocol) addresses that email will be sent from, and in some cases a test period where the commercial emailer will be approved or rejected. VerticalResponse is on all available whitelists.
• Web Friendly fonts - Almost all web browsers are capable of displaying four primary fonts properly: Times, Arial, Helvetica, and Verdana, as well as their variants (Arial Narrow, Times New Roman, etc.) If a web developer decides to stray from one of these fonts he or she risks browser compatibility problems and the prospect that their pages may render inaccurately when viewed through certain web browsers.