Terms to Know / Glossary

Terms to Know

Like most platforms and companies, Results has a set of terms and lingo that we usually regularly, most are standard across the internet but some are unique to us. Below is a list of common terms you should know when working with Net-Results.


Application Programming Interface, a method of automating the transfer of data through “calls” from one system to another.

Net-Results offers an extensive JSON marketing automation API.


Refers to the process or the actual message that automatically sends to a prospect based on some action that they completed (i.e. a “Thank You” email for filling out a “Contact Us” web form). This is available as an action in all Net-Results Forms.


An email you sent returned as undeliverable, usually with a corresponding error message. Bounces are categorized into two types:

  1. Hard Bounce: an email message that has been returned to you because the recipient’s address is invalid. A hard bounce might occur because the domain name doesn’t exist, the recipient is unknown, or there’s some type of network problem on the recipient’s end. When a Hard Bounce occurs, Net-Results will automatically flag the affected Contact as “Bounced” preventing you from emailing that recipient again. This helps maintain the reputation of both your domain and IP address(es) in the eyes of spam filters ensuring high deliverability rates.
  2. Soft Bounce: an email message gets as far as the recipient’s mail server, but is bounced back before it reaches the recipient. One of the most common causes for a soft bounce is a full mailbox. This is more common with your subscribers who use free e-mail services like Yahoo and Hotmail, as they allow less email storage.

Campaign Branch

Automated follow-up actions of a Campaign where new information is sent or other actions are taken based on the behaviors of prospects. Branches allow you to limit or modify the participants that qualify for each action in your Campaign.


A law that sets the rules for commercial email, establishes requirements for all commercial messages (not just bulk mail), gives recipients the right to have you stop emailing them, and spells out tough penalties for violations.


Customer Relationship Management, or how you manage your leads and contacts. This also refers to CRM platforms such as:

  • Microsoft Dynamics CRM: A CRM platform developed by Microsoft. It focuses on Sales, Marketing and Help Desk sectors.
  • Salesforce.com: “Cloud-computing” company focusing on distributing business software on a subscription basis — best known for its CRM products. Sometimes referred to as SFDC.
  • SugarCRM: A commercial, open-source CRM platform.
  • CRM Integration: Merging the operations of CRM software with that of third party applications.

Demand Generation

Commonly used in B2B or B2G marketing, it is the focus of targeted marketing programs to drive awareness and interest to a product or company. Essentially the coupling of marketing and a structured sales process.

Double Opt-In

When a user subscribes to an e-newsletter or other notification by specifically requesting it and confirming their email address as their own. Sometimes referred to as Closed-Loop Confirmation or CLC. The purpose is to avoid spam complaints by ensuring a recipient owns/controls the email account that has opted-in to your communications.

Drip Marketing

A communication strategy that sends portions of content about a company or product to qualified prospects over time. Within the platform we leverage Drip Campaigns to send emails to a group of Contacts.

Inbound Marketing

Refers to marketing that encourages leads to come to you using SEO (Search Engine Optimization), social media, and other methods. The goal is to raise awareness of your brand, which raises curiosity and generates leads.

Landing Page

A web page that appears in response to clicking on an advertisement. More often the term refers to a portion of your website where email marketing traffic is driven, as site activity is more actionable than email activity.

Lead Management

Refers to both the process and system to manage leads (also in LMT, Lead Management Tool).

Lead Nurturing

the process of leveraging all available data about prospects to build relationships, using automatic delivery of timely and relevant content.

Lead Scoring

A method of assigning points to your prospects based on specific criteria with the goal of separating qualified leads from those who aren’t yet ready to buy.


The identification of buyers within a market who share similar needs, traits, or behaviors. Within the platform you can run Segments off Standard and Custom Fields, Qualifying for Campaigns, Actions within Campaigns (like opening and email), List Membership and more! There are literally hundreds of possibilities.

Trigger Campaign

A campaign that uses prospects’ behaviors to dictate what automatically-generated communication comes next.


To request that further email communications be stopped. Also referred to as opt-out.


What You See Is What You Get, pronounced “wizzy-wig.” Refers to displaying HTML content during editing as it will look when finished, as well as to the editing tool capable of doing so (i.e. a WYSIWYG editor).

Updated on January 20, 2020

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