Internet Marketing Glossary: A List Of Digital Terms You Need To Know – 2020 Ready (Part 8: Email and Funnel)

This Internet Marketing Glossary is a comprehensive digital marketing jargon glossary.

Email and Funnel


Email is one of the oldest methods of online information exchange.

Just like a letter, it has a sender and a receiver, and the “mailman” are services such as Outlook, Gmail and YahooMail. Both the sender and receiver have a unique address associated with a domain. For an e-mail to be sent, both users must have an active e-mail address on which to send/receive it from.

Email Marketing is one of the oldest online marketing methodologies that are heavily being practiced by marketers today.


An email service provider, or ESP, means nothing to casual email users. However, for e-mail marketing specialists, it refers to the backbone of all their marketing communication.

If ESP is considered an email delivery engine, then it follows that selecting the right one for your needs is crucial to the success of your marketing. An ESP assists you with sending email marketing messages by providing a platform or tool. Their platform will most likely give you the following:

  • Create an email template and/or use their preset templates
  • Create an e-mail subscriber list
  • Send e-mail to the subscriber list
  • Analyze reports of email marketing campaigns and individual emails

An email marketer can use ESPs for various reasons, such as gaining significant data with customers’ engagement with an email and analyzing behaviour of traffic to a specific website.


Simple Mail Transfer Protocol, or SMTP, is the basic protocol for email services on a TCP/IP network.

SMTP provides the ability to transmit and deliver email messages. and is part of the application layer of the TCP/IP protocol. By utilizing a method called “store and forward,” SMTP moves your email on and across networks.

An SMTP is comprised of the following vital components:

  1. Mail user agent (MUA) – a program that an end user uses to read and process email
  2. Mail submission agent (MSA) – a program that accepts email messages from an MUA and cooperates with an MTA for the delivery of the email.
  3. Mail transfer agent (MTA) – a program that delivers email messages from one server to another using a client-server application architecture
  4. Mail delivery agent (MDA) – a program that is responsible for the delivery of email messages to a local recipient/server’s mailbox; also called an LDA (local delivery agent)

At each step, SMTP is doing its job. We don’t need to comprehend or control SMTP. It is generally integrated with an email client application. SMTP functions by initiating a session between the user and receiver.


DomainKeys Identified Mail, or DKIM, is an email authentication process that helps protect both email senders and receivers from dangerous and malicious emails such as forged and phishing email. It lets an entity take responsibility for an email message. The entity acts as a handler of the message, either as the originator or intermediary. Their reputation is the basis for evaluating whether to trust the message for further handling, such as delivery.

This process is done by “signing” the email message with a digital signature. A “signature” is produced by the sending mail transfer agent (MTA) by using an algorithm. It is then applied to the content of the signed fields, which generates a unique string of characters, or what we call a “hash value.” After it is generated, the public key used to generate it is stored at the listed domain. After receiving the email, the recipient MTA can verify the DKIM signature by recovering the signer’s public key through DNS.


Sender Policy Framework or SPF is a mail authentication system that enables mail servers to confirm if mails being received are sent from authorized domains. The SPF is an initiative that protects email recipients from email spoofing – the alteration of email sender’s information by spammers.

Internet service providers can confirm that the mails are sent from authorized servers by checking the DNS records, your domain and IP address of the incoming server. If the emails come from an unauthorized source, they will get labeled as spam.

For SPF to work, it requires the receiving server and the domain owner to work together. The domain owner specifies which mail servers get used in sending mail. The information is represented in an SPF record and then published in the DNS zone.

The SPF program conducts a search to confirm if the incoming mail is from an authorized source. After this query, there are some results which include but are not limited to:

Pass – this means that the delivered message fits the requirements of the domain server.

Fail – this implies that the message does not meet the requirements.

If the domain information is not published, SPF will return the messages with the tag – “unknown.”

Landing Page

A landing page is the first page a person sees when they browse your website.

However, when defining it using advertising and marketing terms, a landing page is referred to as a single standalone webpage, quite different from the main website that is designed to perform a specific function.

A landing page is quite different from the homepage of a website. It is any page on the website which links to other locations on the web. This implies that a landing page should not be attached to the main website by global navigation. This directs people who visit the website to your intended conversion goal and limit their options.

In the past, landing pages were the main focus of marketing efforts. Like a number of other world wide web terms, the original definition of landing pages has changed. Just the same way other Internet terms changed, so also did landing pages stray from its primary meaning. Previously, landing pages use to be the center of marketing strategies, so most sites retained a few for marketing purposes in conjunction with a homepage. The idea was based on the thinking that users would visit the personalized landing pages and then navigate to their desired pages, or click through a link to an opt-in email campaign to perform desired actions.

Doorway Page

Doorway pages can also get referred to as jump pages, gateway pages, portal pages, entry pages, etc. They are designed to favor specific phrases when entered into search engines. This improves traffic on sites.

They can get easily identified as they are structured especially to attract the attention of search engines.

Here is a description of how these pages get delivered technically and the problems they pose.

Doorway pages can function in various ways, and there are a number of different terms by which this can get described. Doorway pages range from pages with rich, unique content to keyword-stuffed pages. Because doorway pages often get abused by users who spam search engines, they have gained a bad reputation.

Recently, machine-generated pages are produced in large numbers to redirect visitors from the actual web page requested to an entirely different page. Such doorways contribute to the clutter that web searchers and search engines are faced with

Critics are of the opinion that doorway pages are unnecessary. They oppose their usage insisting that the time and efforts wasted in generating these pages could get redirected towards the creation of pages that get fully integrated into the content of the site.

Funnel (Sales Funnel)

A sales funnel is also referred to as revenue funnel or sales process. It is a term that involves the buying process that customers are led through during the purchase of products.

A sales funnel can be broken down into different steps based on the sales model.

A popular sales process is divided into seven phases namely:

  • The Awareness Phase – A potential buyer becomes aware of the existence of a solution.
  • The Interest Phase – The potential buyer shows interest in a product and conducts a search.
  • The Evaluation Phase – The potential buyer or prospect company considers the solutions offered by competing companies as they move towards making a final decision.
  • The Decision Phase – At this stage, a final decision gets made and negotiation begins.
  • The Purchase Phase – The stage where a purchase is finally made.
  • The Re-evaluation Phase – In some sales, buyers are offered an option of renewing the contract. The re-evaluation phase is when the customer who is already familiar with the product, decides whether or not to initiate a renewal of the contract.
  • The Repurchase Phase – The final stage when a customer decides to repurchase a product.

Companies make use of different analytics to study and evaluate the success of their sales teams and also attract more prospects during a sales cycle.

Growth Hacking

A growth hacker can be classified as a mix between web development and a digital marketing expert that combines analytics, creativity, marketing techniques, product improvement, curiosity and social metrics. All with the aim of increasing sales, growing the number of users that frequent a start-up and also building a sustainable market presence. Opinions on the proper definition of the term have always been divided.

There are a few marketers who seem to embrace the term “Growth hacking” as the process of using the available technology to grow a business.

Sadly, there are other marketers who have not changed their old way of doing business but have chosen to simply add the title “Growth Hacker” to their business profiles to attract new opportunities.

Sean Ellis, the first man in charge of the growth of Dropbox, was the same person who conceived the idea of Growth Hacking on July 26, 2010.

The term was used for the first time in a write-up titled “Find a Growth Hacker for your Startup.”

In this article, Sean defines a Growth Hacker as “a person whose true north is growth.” Due to the continual use of this term right from its first appearance and the fact that it hasn’t completely died out or faded out of existence, it is clear to see that the concept is growing.


Originally posted 2019-03-14 21:42:49.

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