Digital Marketing Terms
Everything you need to know about email and digital marketing
Trying to decode some corporate email jargon? We got you. The Reply Two glossary spells out most digital marketing terms in language we can all understand.
Backlink
Backlinks are links from other websites that point to your newsletter landing page or archive. They act as digital referrals that boost your newsletter's credibility, visibility, and search ranking. When respected sources link to you, both readers and search engines take notice.
Read more on BacklinkControl Champion Challenger
In newsletter testing, these three terms form the foundation of structured experimentation: Control is your baseline version, the original against which you compare all changes Champion is your current best-performing version, which may be the original control or a previous winner Challengers are new variants you test against your champion. When a challenger wins, it becomes your new champion for future tests, creating a continuous improvement cycle.
Read more on Control Champion ChallengerOverall ROI
Overall ROI for email newsletters is the brutal reality check of what you're putting in versus getting out. It tallies everything from your precious time to your tech stack costs against what's actually hitting your bank account from sponsorships, subscriptions, and other revenue streams.
Read more on Overall ROIPublisher
A publisher in email newsletters is the entity that creates and sends the whole enchilada to subscribers. It could be a solo writer, a small team, or a media company. They're the ones making content decisions, building the audience relationship, and figuring out how to turn all those clicks into actual money.
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URL stands for Uniform Resource Locator. It's the web address that points readers to your content. In newsletters, URLs connect readers to your articles, landing pages, or resources. A well-crafted URL is readable, memorable, and helps both humans and search engines understand what your content is about.
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