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Glossary of Terms

Industry acronyms and terms explained

Updated over a week ago

(This is a living document and we'll keep adding to it. If you have a word, term or acronym you want added, please let us know)

ESP - Email Service Provider

An ESP is the service you use deliver your email (newsletters) to subscribers. Most ESPs charge a monthly rate and provide all the tools you need to subscribe people to your email list and create the emails they will be sent.

Email List

An email list contains the names of subscribers who have signed up to receive your emails.

Permission Based Marketing

This simply means that those people you contact via email, have given you their permission to email them. ESPs will insist that you use opt-in marketing (people opt to get emails from you by subscribing themselves). 


A vendor owns a product which they market on WarriorPlus. 


An affiliate promotes a product owned by a vendor for a commission on each sale. Think of an affiliate as you would a commissioned salesperson at your local retail store. 


PLR stands for Private Label Rights. If you buy a PLR product, it usually gives you flexibility to rebrand the product all or in part as your own. What rights you have will depend on each PLR agreement, but in general it means you resell all or part of a product under your own brand. 


A prospect is often the same as a lead (just different terms) but it can also be argued that a prospect is defined as someone who is a possible lead but not quite. 


A lead is someone who may be interested in buying a product. A person who is a lead is at the very top of the sales funnel process -- they have not been qualified as yet and so are often referred to as a “soft” lead. A “qualified” lead is someone who’s responses/actions suggest are clearly interested in purchasing. 


A sale. When you convert someone, you are converting them from a lead into a customer. It’s often used as slang for making a sale.

Sales Funnel

Picture a water funnel -- at the top it has a wide opening which then narrows, allowing a large flow of water to be focused into a stream. This is the sales (conversion process). Your sales funnel must be designed to capture leads at the top and through a process of qualification, converting them into customers at the bottom. It’s important that you do some homework on sales funnels and understand this process if you want to succeed in marketing and sales.

Click or Click-through

A click is when someone clicks on a link either in email or online that takes them to your website or landing page or some other destination. It’s a statistic which simply means the person clicked a link.


This is an email marketing statistic which tells you how many people opened your email. It’s important to note that in email marketing, no one statistic tells the whole story. For example, getting a lot of opens is good but, means nothing if you don’t have people clicking on your links in the email.

CTA (Call to Action)

A call to action is just what it sounds like: You are calling for people to take action. The action you want them to take could be to click a link or a button. A call to action can be as simple as “Click Here!” But most experts will tell you that is not a good call to action. A good call to action is one that motivates the person to want to click that link. For example: “Get 50% off for the next 10 minutes!” Volumes of research and opinion are available on the web to help you optimize your CTA’s.

Subject Line

The subject line is what people see in the subject field of emails. It’s a lot like a CTA in so far as the objective is to get your subscriber to open the email. Put time and thought into your subject lines because if they don’t open, they can’t click.


This is someone who has opted in (subscribed) to your email list.


Earning Per Click is a metric used to indicate your average earnings per 100 clicks on your affiliate ad/link.


Cost Per Click - A metric which shows how much an advertiser is paying each time someone clicks on their online ad.

Landing Page

A landing page is the page you link to and is your sales page. This is the page where you make your sales pitch to convert a lead into a customer -- to motivate them to buy the product you are promoting. A landing page can have a lot of elements but, keep the sales funnel in mind! This page should be targeted to one thing -- getting them to click that buy button. 


This is a sales technique where you might offer a higher end product or added features or other added value to the product or service being sold.


A downsell can be offered to someone who has decided not to buy the product initially offered. If the primary product doesn’t convert them, you can offer them an alternative (lower priced) product. 

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