Xune Business Growth Insights

The Marketing Jargon Guide For Beginners

Beginners how to guide-marketing jargon made easy

People who know what they’re talking about often assume you’ll understand what they’re saying straight away. Using jargon will be second nature to some but for beginners, this probably won’t be the case. 

Trying to follow a conversation or a blog filled with jargon you don’t understand can be tricky to wrap your head around when you’re new to marketing, so we thought it would be helpful to put some of the most used jargon in one place. Here is an easy guide to marketing jargon for beginners so you can get used to the way people speak in the marketing world. 

Mailing List

A mailing list is essentially just a list of addresses that the same content/email get sent to. You can have multiple mailing lists and segment these lists for more focused targeting. 


Segmentation is basically separating a large number of people into smaller, defined groups. People in the smaller groups will share traits such as hobbies and interests or factors such as, age-range, location or other demographics.

Segmentation for email marketing strategy

Buyer Persona

buyer persona is a fictional representation of a business’s ideal customer. It’s usually created through detailed market research and analytics that demonstrate that type of person is fitting for the company and what they sell/provide. Having a buyer persona makes it much easier to create, strategise and structure content that is targeted and tailored effectively to your ideal customer. This gives your business the best chance of turning visitors into leads.

Content Writing

Content writing is creating, planning, writing, proofreading and editing content that appeals, and is targeted to, your business’s ideal buyer persona. Content will go on your website, ads, social media and anything else you put out on the internet and comes in many forms. Content can be in the form of a blog, page copy, social media (such as a tweet) etc… 


This simply stands for Call To Action. A call to action is pretty much what it sounds like. It’s the wording, button, link or image that convinces the user to take a certain action. For example, a button displaying the words ‘call us’ is a CTA for the user to get in touch.  

Lead Generation

A lead is a person who has shown an interest or an indication of interest towards your business, what you sell, or what you provide. If a user fills out a form for an email subscription or to send a message or a user clicks on an offer for a free trial then they’re a lead, as they’ve displayed an interest after finding your business. Lead generation is the process of generating these leads for your business. 

Open Rates

An open rate is an email marketing term that allows you to measure the number of people who have opened the email your business has sent out. A high open rate is better, as it shows more people have opened your email. A low open rate could mean anything from your subject line not being captivating enough or you sent the email out at an unsuitable time. 

Click-Through Rates

Click-through rates are the number of people who have opened an email and clicked on some form of link, whether that be a hyperlink or button, within the email you have sent them. 


A conversion is a lead or user that has completed the action you were wanting them to take. For example if you had a CTA that was asking people to book a call, and they do, that is a conversion. A high conversion rate is essential for a successful business. 

There you have it! Our short-stop list of marketing jargon. There are far more terms out there for you to find (a lot more!), if you have any questions please don’t hesitate to get in touch.

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