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

SMART goals

SMART goals provide a detailed description of how to achieve targets. The acronym SMART stands for Specific, Measurable, Achievable, Relevant, and Time-bound.

SMS promotion

SMS promotions send marketing communications to potential customers via text messages, like welcome texts, status updates, verification codes, and booking confirmations. These can be particularly effective marketing tools, as recipients mostly have their cell phones with them most of the time.

Search engine

A search engine is software that enables users to access information about search queries. It works when a user enters a keyword (or keywords) in the search bar. This keyword helps the search engine provide relevant results about the topic, making it easier for the user to find the desired piece of information.

Search engine marketing

Search engine marketing (SEM) uses paid advertisements to reach more customers on search engine results pages (SERPs). It helps company websites appear on SERP even if the companies don’t have the best organic search results.

Search query

A search query is a sequence of words typed by a user into a search engine. It aims to find information for users who research specific topics or keywords, like “current four-door sedan prices'' instead of “four-door sedan.” Sometimes, it might contain misspellings or grammatical errors, be in mixed order, or have extra words.


Segmentation involves dividing the target audience or leads into groups with specific attributes like age, location, gender, and interests, so email marketers reach only interested recipients to increase conversion rates. It’s an excellent way to improve brand image and demonstrate unique personality and products. Market segmentation can be broken down into five broad categories: demographic, geographic, psychographic, firmographic, and behavioral.

Shared IP address

A shared IP (internet protocol) address is a series of numbers assigned to multiple domains. For example, “” can have a single IP address (commonly called dedicated IP), but “,”,” and “” can have a shared IP address, which is shared among themselves.