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Marketing cloud Important Glossary

Last updated on March 10, 2018

AMPscript AMPscript is a scripting language that you can embed within HTML emails, text emails, landing pages, and SMS messages
Business unit A business unit is a hierarchical administration structure that controls access to information and sharing of information. A business unit allows you to manage user roles for the business unit, view users who have access to the business unit, and define filter criteria for subscribers.
Campaign A campaign is a series of related emails. The Campaign object in the web service API relates to the Program feature in the user interface.
CAN-SPAM The CAN-SPAM Act imposes stricter requirements on Commercial email than on Transactional email. Complying with these requirements not only protects you from litigation related to the CAN-SPAM act, but also demonstrates your commitment to providing relevant messaging to your customers.
Data extension A data extension is a table within the application database that contains your data. Usually, the data you keep in a data extension relates to a subscriber but does not fit in the subscriber profile and preference attributes for some reason.
Dedicated IP An IP address that only you use for sending email. Sometimes called a “Private IP”
delivery profile A delivery profile is a record where you can specify the delivery information for a message in a central location and reuse that information across multiple message sends without having to select the information each time.
Dynamic content Dynamic content is content that displays in a content box according to the rules that you define based on the subscriber’s attributes or data extension column values. By using dynamic content, you can ensure that a more-tailored message is reaching your targeted audience.
Email Studio An application for marketers to create, target, deliver, track, and manage email marketing programs.
Enhanced FTP Enhanced FTP is a more secure and flexible file transfer alternative to basic FTP. Because of the benefits over basic FTP, enhanced FTP is the go-forward standard for customer implementations that include file transfer functionality. If your organization must transfer files to and from the system as part of your business processes, use enhanced FTP.
HTML Paste The HTML Paste feature is an option you have when creating an email. This feature allows you to create emails with HTML code.
Import activity An import is an activity to use the information from an outside file to update a subscriber list or data extension. If your account is integrated with a Salesforce account, you can use an import activity to create and populate a data extension with the data from a Salesforce object or report.
Landing page A landing page is an individual page within a microsite.
list A list is a compilation of subscribers that receive your communications
List Detective List Detective maintains information on email addresses and domains that could cause deliverability problems for your email sends. This information includes email addresses that are known spam traps (inactive addresses used by domains to identify spammers) and domains that no longer provide email services.
Microsite A microsite is a collection of one or more landing pages hosted in your account.
Personalization string A personalization string is a tag that lets you insert any of the attributes in your account (such as subscriber name) into your emails. Personalization strings can appear in the subject line of the email or in the email’s content boxes. You may have heard personalization strings referred to as merge fields or substitution strings.
Profile attribute A profile attribute contains information to characterize a subscriber profile. For example, each subscriber can be asked to provide their gender, birth date, and email address. By default, every account has three profile attributes: Full Name, Email, and User Defined (which is intended as a generic attribute that you can use as needed). You cannot modify these attributes.
Profile center The profile center is a webpage where subscribers can enter and maintain the personal information that you keep about them.
Role A role is a collection of permissions that allow or deny actions on an item or item property. If a permission is not set, the permission has the same effect as a deny.
Security settings The Security Settings allows you to define parameters for session timeout, username, and password conventions and lockout logic. You can reduce the chances of your account’s usernames and passwords being stolen, guessed, or otherwise misused by making your security settings stronger.
Send classification A send classification lets you define parameters for an email job in a central location and reuse those parameters for multiple email send definitions. For example, an administrator can create a send classification that can be used every time a catalog is sent out to ensure that the appropriate parameters are used every time.
Sender profile A sender profile is a record where you specify the from information for a message send in a central location and reuse that from information across multiple message sends without having to select the information each time.
Server-side javascript Marketing Cloud uses JavaScript code processed by Marketing Cloud servers. You can use Server-Side JavaScript with email messages, SMS messages, and landing pages. Instead of using the browser to render the JavaScript on the client-side computer, Marketing Cloud executes the JavaScript on the server when the message or landing page is built.
subscriber key A subscriber key is a text field that contains a value that uniquely identifies a subscriber in your system.
Triggered email A triggered email is an email message that your system sends to an individual (subscriber) in response to a subscriber action. For example, sending a confirmation message after a customer makes a purchase is a triggered email.
Unsubscribe Unsubscribes are statuses in Marketing Cloud that signify a subscriber has either unsubscribed from your communication or you have unsubscribed them. When a subscriber clicks the unsubscribe link in an email, their status is set to Unsubscribed.
User A user is a record in the application that grants access to a person who uses the application. As an account administrator, you ensure that all your users are configured appropriately, using the administrative area of the application.
Web Collect You can use Web Collect and HTML code incorporated into your web page to allow your web site visitors to subscribe to or unsubscribe from your email publications.
whitelisting Whitelisting is the process of configuring a spam filter to exempt certain email messages from being filtered or rejected. In this case, it refers to configuring your own corporate mail server so that it doesn’t reject or filter the email campaigns you send via us Marketing Cloud. For more information on email whitelisting, see

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