Electronic direct mail, or EDM, is pretty much a fancy term designed to confuse everyone who doesn’t work in direct marketing.


Search engine optimisation is the collection of information you include on your website to ensure that your site content ranks well in search engine rankings such as Google.

 HTML (basic)

Hypertext markup language otherwise known as the coding language used to create anything on the worldwide web. It is this code that dictates <colour> <font> and <image src>, among other things. It is essentially the language the internet speaks.


Electronic direct mail, or EDM, is pretty much a fancy term designed to confuse everyone who doesn’t work in direct marketing. It is basically, simply, an email on a mass scale.

Content marketing

This is the act of providing valuable content to your audience in a variety of formats such as articles, videos, infographics and newsletters to assist customers with purchasing decisions.

The outcome could be brand awareness on social media, thought leadership at events or acquiring emails from gated content.

Pageviews versus uniques

When you are figuring out how many people are looking at your site it can feel a bit confusing, with so many stats coming your way. The number of individual people looking at your site are your unique views while the page views are the number of pages that have been viewed on your site. Some of your viewers may look at one page, some may look at three, this number will tally all that for you.

ROI (basic)

In its simplest form, ROI is your return on investment. It is for you to design what that looks like, but in marketing terms it means the value your company is getting from your marketing campaign.

GA (basic)

GA, or Google Analytics, is one of the more common platforms to measure the performance of your website. It is here you can look at pageviews, uniques and traffic trends, such as the time of day people are most likely to visit your site.

IP address

An internet protocol address is a code that is the unique identifier to your computer. It can identify the network you are on, as well as your location. This is how companies like Netflix and Amazon know what content to serve you – and what subscription to hit you with.

Open rate

Your open rate is an important metric to keep tabs on. This is usually expressed as a percentage, and accounts for the number of people who open your electronic communications, such as enewsletters. It’s all well and good sending out newsletters, but only if someone is reading. If a tree falls in a forest…


Similar to open rates, CTRs – or click-through rates – are another way to measure the success of your electronic communications. More often than not you will want your readers to click through to purchase, consume or sign up for your products. The CTR will measure the percentage of your audience that do this. You can measure CTR for individual links, or for your communication overall. 


Many marketers talk about the importance of “reach”, which is just a fancy term for broadening the audience. The more you “reach”, the bigger audience you have. When someone asks you, “what is your reach”, they’re really asking what kind of audience you reach. This will differ according to what platform you’re talking about. Your subscriber reach, for example, will look very different to your Facebook reach. Be specific to avoid being pigeonholed.


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