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Lost in all the marketing jargon? Find definitions for common email and digital marketing terms and learn more with our related resources.


LDAP stands for Lightweight Directory Access Protocol and allows users to find information about people, companies, devices, and files, whether on a public network or private intranet. Companies use directories to store information like email addresses, usernames, and passwords and LDAP helps access and maintain that data.

Landing page

A landing page is an individual web page designed as a part of a marketing campaign, and is where visitors arrive after clicking on a link in an email, a social media post, or search engine results. It has a narrow focus and a call-to-action (CTA) button to drive conversions. The CTA button usually directs a recipient to subscribe to a newsletter, purchase a product, or learn more about a brand.

Lead scoring

Lead scoring is the practice of determining the value of leads or potential customers by assessing behaviors associated with their interest in certain products or services. It lets companies create more effective marketing campaigns by only targeting interested recipients, increasing overall revenue and conversions.

Lifecycle marketing

Lifecycle marketing involves tailoring messages to interact with customers at each touchpoint in the customer journey. It has six stages: awareness, engagement, evaluation, purchase, support, and loyalty. During each stage, brands seek to nurture the customer relationship and provide them with what they need, improving their return on investment (ROI).

List broker

A list broker is an individual or a company that maintains a list of prospective customers, including their names and contact details. Brokers sell lists to brands launching marketing campaigns, enabling brands to reach and acquire the maximum number of recipients.

List building

List building seeks to create a list of email subscribers who receive marketing communications by collecting the email addresses of website visitors and users. This allows brands to interact with subscribers no matter where they are on the customer journey and keep them informed.

List segmentation

List segmentation is the process of dividing email lists into sections according to user interests and demographics and seeks to provide recipients with more relevant content. It tailors email marketing to different target audiences, instead of using a one-size-fits-all approach. The purpose of segmented campaigns is to send people content that interests them at the optimum time.