Digital Marketing Glossary [2023] | Digital Henkan

Digital Marketing Glossary [2023]

We’ve all been there, looking at a Digital Marketing term and having no idea what it means. That’s why we created this Digital Marketing Glossary.

There will be some you have heard of before and know the meaning of, but I’m sure you’ll pick up a new one that you’ll use going forward.

You can use this glossary to elevate your marketing knowledge, you can even Bookmark it or share it with the rest of your team.

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A/B Split Test

A/B Testing, also known as a split test, is used to test different two different versions of the same ad.

You do this by creating two versions of the same campaign to find out which one performs best. For example, your campaign goal is to generate leads. You can use an A/B Split Test by testing an image and a video. Whichever one performs best is the one to use.

Above The Fold

This refers to content that appears on the screen before a user scrolls down to view more content.

Ad Copy

Ad Copy is the text that appears in an advertisement.

For example, if you are working on a campaign your manager might ask you “if the copy is ready?”.

Alt Tags

Alt Tags are descriptive pieces of text used on images. If the image can’t be shown, then the Alt Tag will appear.

For example, an image of a stadium might have an Alt Tag of “football fans seated in the stadium”.

They are extremely useful for the visually impaired.

Anchor Text

Anchor Text is clickable text that describes a link. The most common are Learn More or Click Here.

It is used to tell a user where they will go after clicking the link.


Backlinks are when users are directed to a different website after clicking on a link. Usually in the form of text, an image, or a button.

Bounce Rate (Emails)

This is the percentage of emails that are sent but not received by the recipients.

It is calculated by dividing the number of bounced emails by the number of sent emails.

Bounce Rate (Website)

This is the percentage of users who leave a website without taking any action.



A Call-To-Action (CTA) is an instruction used in an email, social media post, or advertisement that you want the reader to complete.

Very common examples are “Learn More”, “Buy Now” or “Register”.

Click-Through-Rate (CTR)

Used in email marketing, Click-Through-Rate is the rate at which a link in an email is clicked on. It is determined by the number of people who opened the email and the number who clicked on the link.

Cost Per Acquisition (CPA)

Cost Per Acquisition (CPA) is the cost to acquire a new customer.

It is calculated by dividing the total spend by the number of new customers.

Cost Per Click (CPC)

Cost Per Click (CPC) is the amount spent for every click on a link.

CPC is calculated by dividing the total cost by the number of clicks.


Delivery Rate

Delivery Rate is the percentage of emails that have successfully been received by the recipients.

For example, if you have an audience of 100 and only 90 were delivered, your delivery rate would be 90%.


A domain is the location of your website. For example, is the domain for Digital Henkan.

Dynamic Content

This is content that is specific to certain people.

For example, you might run a Retargeting campaign for some of your products.

Each person would then be served an ad with a product they have viewed before.


Email Automation

Automated emails are sent based on a subscriber’s action.

For example, you can create an automated email to be sent immediately after someone completes the contact form on your website.

Email List

Also referred to as audience, this is the total number of subscribers opted in to receive your emails.


Featured Snippets

Featured Snippets are selected search results that help to quickly answer a user’s question.

They are displayed near the top of a Google search result.



Introduced in 2018, GDPR is a privacy regulation that gives European citizens control over their personal data.

Users must opt-in and provide consent before receiving marketing emails.



A H1 tag is HTML code used to represent headings on a webpage or email. The H1 tag is the most important.

The H1 tag on this post is “Digital Marketing Glossary (2021)”.

Other tags include H2, H3, and H4 but are less prominent.

Hard Bounce 

This is an email that can’t be delivered due to a permanent failure and will never change.

This can affect deliverability. (ADD LINK TO ABOVE)


Key Performance Indicator (KPI)

KPS’s are quantifiable metrics used to measure success.


Landing Page

This is the page someone lands on after clicking the link in your email or ad.

It should contain all of the information a user needs at this stage of the funnel.


Meta Title and Description

Meta Titles and Descriptions are a short title and summary of your webpage.

They are used in search results and should convince someone to visit your website over another.

Yoast SEO is a plugin that is simple to set up and great for Meta Titles and Descriptions.


Open Rate

Open Rate refers to the percentage of people who have opened your email.

It is calculated by dividing the number of unique emails opened by the number of emails delivered.


Plain Text Email

A Plain Text Email is one that uses no images, graphics, fonts, or colours.

When using Plain Text Emails you can’t track the number of opens.



In regards to emails, segmentation is grouping your subscribers into smaller lists based on specific criteria.

For example, you might create a sublist of subscribers who have previously purchased from your company.

Soft Bounce

A Soft Bounce is an email that reached the recipient’s mail server, but couldn’t be delivered.

Reasons for this are their mailbox being full, the message might be too large or their server might be down.

Subject Line

This is the message shown in your inbox before you open an email, not to be confused with the intro text.

They are important when it comes to encouraging someone to open your email.



You can add tags to your email subscribers to create groups which you can then assign campaigns towards.

An example of a tag is the signup source.



These are people who have opted out of receiving your emails.

I hope you have found this Digital Marketing Glossary useful and if you can think of anything not included that should be then feel free to reach out.

Or while you’re here check out our different Digital Marketing Services.