Word Description
A/B Split Test A/B Split Test is commonly used to investigate the Web traffic and e-mail list. By splitting the e-mail list in half, one half is to be tested on a variable and the other half is to be serving for the control group.
Above-the-fold The part of an email or web page that is visible without scrolling.
Abuse Complaint A strong negative response from a subscriber to a mailing, typically because the message was perceived as spam.
Accepted e-mails Any email that is not rejected by a server, including emails delivered to the inbox, spam or junk folders or those are missing from those folders that did not receive a bounce reply.
Accepted Rate The total amount successfully delivered to the server divided by the total e-mail deployed (unique records). The amount successfully delivered is the total amount attempted minus all failures, including hard bounces.
Accreditation-based systems Third-party whitelist programs that certify senders to convince ISPs that those using the systems are legitimate mailers who should not be blocked.
Alt text Text that is displayed when an image cannot be rendered (e.g. when images are turned off). The use of alt text can vary between browsers and email clients.
Animated GIFs GIF is an image file format which is suitable for images with relatively few colours, such as brand logos and charts. The GIF format is widely used to provide simple image animation effects.
API (Application Programming Interface) An Application Programming Interface (API) is an interface between one software program and another so they can make use of their services, resources and interact. In e-mail marketing an API can for instance be used to integrate different systems with your email platform, like CRM systems or customer service applications. It can also facilitate the use and synchronization of (external) data. Different email tools can have different APIs, and while some might be very basic, others might allow you to use many functions of the email platform. The use of APIs and API integration makes it possible to automate specific tasks. Integration with existing systems or availability of specific API functions can be a requirement in selecting an ESP.
Appending Data Amalgamating data about an individual from external sources.
Authentication Technical standards through which ISPs and other mail gateway administrators can establish the true identity of an email sender.
Auto Reply When an email recipient is “Out of the Office” or “Away on Vacation” they often set up an automated reply message alerting the sender to this fact.
Autoresponder a set of immediate or time-delayed messages that are emailed to someone after they request it.
Average Recipient Render Rate The total number of times an email is rendered (whether fully opened or within the preview pane) and captured using a tracking image within an HTML format message divided by the unique number of emails rendered, expressed as a percentage.
B2B B2B (business-to-business) companies that primarily sell products or provide services to other businesses.
B2C B2C (business-to-consumer) companies are those firms that sell products or provide services primarily to end-user consumers.
Bandwidth The amount of information that can be transmitted over a network such as the Internet in a specific amount of time.
Bayesian Spam Filtering Bayesian statistics-based spam filters and filters using other smart adaptive artificial intelligence techniques promise to be the most effective.
Blackhole Term describing what happens to email that is blocked without a bounce response to the sender.
Blacklist A blacklist is referred to as a list of blocked IP addresses or a domain that an organization classified as spammers or owned by spammers.
Blacklist, private A list of IP addresses believed to send spam, compiled by an ISP based on user complaints, mail sent to spam trap addresses, and "unknown user" rates. Each receiving ISP uses its own private blacklists to block email delivery.
Blacklist, public A list of IP addresses believed to send spam. Public blacklists are created and maintained by third parties; sometimes used by ISPs as another filtering mechanism to block email delivery.
Blacklists Lists of domains and IP addresses that have been reported or accused of sending spam.
Blocking Emails that are blocked are not processed through the ISP or firewall and are essentially prevented from reaching their addressed destination.
Blog An online diary. Typically updated daily, blogs should reflect the personality of the author and the company and are a way of 'humanising' your corporate face.
Bonded Sender A type of delivery insurance, stamp of approval company for email marketing companies.
Bounce A soft bounce is defined as a temporary problem, such as not being able to connect to the intended recipient’s mail server. A soft bounce is also recorded when the recipient’s mailbox is full or a connection is refused or dropped, which can occur when the recipient’s mail server is busy. Soft bounces may be retried at a later time.
Bounce back handling The process of dealing with email messages that bounce. Caused by a 'bad' email address or an address that is temporarily over its size quota or on a server that is temporarily down.
Bounce Back Rate The percentage of emails sent that experienced soft or hard bounce back to the email server.
Bounce Messages A message sent by a receiving system that "bounces back" to the originating server to alert the sender of the non-delivery.
Bounce rate Ratio of bounced e-mails to total e-mails sent.
Bounce – Block A block bounce is recorded when the error code includes any language that refers to a blacklist or delivery issue. Blocked bounces can be generated from the sending IP, domain name, or message content.
Bounce – Hard A hard bounce occurs when the recipient’s mail server replies with 5xx error, which in most cases means that the attempt to deliver to that recipient will never succeed. An example of a hard bounce error is does not exist, which commonly occurs when a list of members has not been contacted recently.
Bounce – Soft A soft bounce occurs when the recipient’s mail server replies with an error other than 5xx, or never replies at all. An example of a soft bounce error could be caused by a server that overloaded or a user whose mailbox is full.
Bounce, Hard A message that is undeliverable due to a permanent error (e.g. the email address does not exist.)
Bounced email message E-mail message that was returned to sender because of inability to process.
Bounces Emails that have been sent back to sender as the recipient email address was invalid or presently not working.
Bulk mail folder Folder within email clients to which questionable email is often directed. Also referred to as "Junk" or "Spam" folders in some email clients.
Cache The area of memory where visited web pages are stored on your PC. When you use GO, BACK, or any other means to revisit a document, the browser first checks to see if it is in the cache and will retrieve it from there because it is much faster than retrieving it from the server.
Cached link Within results from many search engines, there is a 'Cached' link which allows you to view the version of a page that the search engine has stored in its database. The live page on the web might differ from this cached copy, because the copy dates from whenever the search engine last visited the page and indexed the content. Use the cached link to see when a page was last indexed and, in Google, where your search terms are in it.
Call to Action Websites and email messages are normally incorporate these words or sentences in order to encourage the prospect clients to take certain action. In general, words or sentences such as "Click here to see a product tour" or "Add this product to your wish list” are used extensively.
Campaign This is used as an identifier in search of a referral site of a pay-per-click ad, banner ad, paid directory or e-mail campaign. This is used in conjunction with a unique source parameter at the end of the IRL that points to a particular landing page or web site.
Campaign Tracking Used to identify a site visit referred from a pay-per-click ad, banner ad, paid directory or email campaign, usually used in conjunction with a unique source parameter at the end of the URL those points to a particular landing page or Web site.
CAN-SPAM Federal legislation governing unsolicited commercial email that went into effect on January 1, 2004. This law does not prohibit unsolicited commercial email, but it does regulate how it must be sent. Lawmakers intended to protect the end user and to make prosecution of spammers easier.
CAN-SPAM Act Passed in December 2003, the CAN-SPAM Act sets basic guidelines for sending commercial email messages in the United States, not applicable for the UK and the Russian Federation.
CAPTCHA A Completely Automated Public Turing test to tell Computers and Humans Apart is used to determine whether or not the user is human. Users are asked to type in a series of distorted images to prove that they are not a machine.
Cascading Style Sheets (CSS) The CSS is an extended version of HTML code that let the users to specify the styles of certain elements of a hypertext document.
Cell Testing When the list is divided into a number of discrete cells to allow for a robust test across multiple variables. To determine optimum response, response rates are measured for each cell.
Challenge Response Method of approving senders to specific email addresses that asks the email sender to answer a question proving he is a real person and not a "spam cannon" attempting to send email.
Click Through Rate (CTR The number of times a link is clicked from a message divided by the number of accepted messages. For example if a message is sent to 4 people and two people open the message, downloading the images.
Click to Open (CTO) The unique number of times a link is clicked from a message divided by the unique number of confirmed opens for that message.
Click To Open Rate The number of times all links in an email were clicked compared to the number of people who opened the email, represented as a percentage. To determine the click-to-open-rate, divide the number of responses (clicks) by the number of emails opened (multiply this number by 100 to express the result as a percentage).
Click-Through Rate Number of emails that generate a click through to online content.
Click-through Rate (CTR), Click Rate An indicator of response to a given email message, as measured by the percentage of recipients that click on a link enclosed in the email. To determine the click-through rate, divide the number of responses by the number of emails sent (multiply this number by 100 to express the result as a percentage).
Click-through tracking Tracking the number of clicks that occur on each link in an email message.
Click-thru Occurs when someone clicks on a link in email message.
Click-thru rate (CTR) Ratio of click-thrus to total e-mails sent.
Clickthrough The action taken by the users as they click through the indexed website via an email message, a banner ad, or a search engine results page.
Clickthrough Rate The % of users that click on a message. This can be calculated using number of recipients that were scheduled, received the message, or opened the message.
Co-registration or Co-Reg Co-registration is the process of using other websites to generate opt-in email leads that you can add to your mailing list for marketing purposes. When you reach a co-registration agreement with a site or a network of sites, they will ask new registrants if they would like to receive information from your company as well. If the registrants opt-in (choose to receive mailings), they will be added to your mailing list so you can market to them directly.
Comma separated value CSV - A specific format in which each new field is separated by a comma.
Commercial email Marketing or sales oriented email that is sent in bulk.
Confirmed Open Rate Is the percentage of unique confirmed opens divided by the total number of accepted emails.
Confirmed Opt-in The process that double-checks the desire to be included on an email list after a primary registration occurs. This is typically executed via an email that requires the subscriber to click on a confirmation link, which also serves as a method of positively confirming the validity of the email address.
Consent Any freely given specific and informed indication of an individual's wishes by which the individual signifies their agreement.
Contact List Electronic email address list as list of email addresses that receive mailings from you.
Content filters Software filters that block email based on words, phrases, or header information within the email itself. The goal is to identify spam and filter to the Bulk or Junk mail folders, although this often results in "false positives".
Conversion Rate Measures how many of one hundred recipients of a mailing took the desired action (making a purchase, signing up for a newsletter, or registering, for example).
Cookies A "cookie" is a small piece of information that a web server can store temporarily with a user’s web browser. This is useful for having a browser remember some specific information that the web server can later retrieve.
Copy Written material, in contrast to photographs or other elements of layout, in a large number of contexts, including magazines, advertising, and book publishing.
Cost Per Action (CPA) An advertiser is charged, as a commission, based on specific actions related to conversion transaction or sales (i.e. form submission or purchase decision).
Cost per email The fully loaded cost of sending the email divided by the number of emails sent out.
Cost Per Thousand (CPM) CPM is a measurement in advertising.
CPA (or Cost Per Acquisition) A payment model in which payment is based solely on qualifying actions such as sales or registrations.
CPC (Cost per Click) Rather than paying a cost per 1000 emails delivered, or a cost per response, some suppliers charge a sum for all the recipients that click through on a marketing message.
CPM/CPT (or Cost Per Thousand) In email marketing, CPM commonly refers to the cost per 1000 names on a given rental list.
CPR (or Cost Per Response) This term is used to track responses, where the desired result is not purchase, click-through or cost per number of emails for the campaign.
Creative Terminology used for copy and content of an email. Email creative can be in many different formats including HTML, text, images, etc.
CSS - Cascading style sheets A web design language used to describe how an HTML document should be formatted and can improve accessibility and flexibility in presentation.
Custom fields Fields that one may use to personalize each email message.
Customer Relationship Management he ability to keep track of every interaction with every prospect and customer and keeps tracks of trends and tabulates results of such notes on an aggregate scale.
Data Controller A person or organisation that, either alone or jointly, determines the purposes for which, and the manner in which, any personal data are, or are to be, processed.
Data Owner An organisation responsible for the collection, storage and maintenance of the email data.
Data Processing Collecting or storing information or data; or carrying out any operation/s on the information or data.
Data Processor A person who collects, stores or deals with personal data on behalf of a data controller.
Data Subject An individual who is the subject of personal data.
Data User An organisation making use of either its own data or of data obtained from other sources for any direct marketing purpose.
Database A storing of records. Databases are made up of tables. Tables are made up of columns and rows. Data is stored in a field (aka cell).
De-duping The act of removing duplicates from a list.
Dedicated IP addresses Dedicated IP addresses is that your company is the only entity using the IP address(es) to send mail.
Deliverability This term describes the overall amount of messages that reached the inbox and can be attributed to a specific campaign or for a sender overall.
Deliverability Rate The percentage of messages getting through to the recipient.
Delivery monitoring A process, usually using third party tools and techniques, to measure true delivery rates by campaign and ISP. Also tracks the amount and type of email tagged and/or blocked by server and client-side filters.
Delivery Rate The % of messages delivered (not bounced) versus the total number scheduled.
Delivery Service Provider (DSP) A third party that provides tools for monitoring the Deliverability and performance of email campaigns. This typically includes seeding the list to measure Delivery Rates at major ISPs, scanning the content for spammy words and broken HTML and rendering the content in various MUAs.
Delivery speed How fast a mailing software can deliver email message.
Demographics Data about the characteristics of target audience.
Demographics Data The information or characteristics of population such as race, ethnic, age or sex.
Dictionary attack A type of spam program that bombards a mail server with millions of alphabetically generated email addresses in the hope that some addresses will be guessed correctly.
DKIM: DomainKeys Ideintified Mail An anti-spam software application that uses a combination of public and private keys to authenticate the sender's mail domain and reduce the chance that a spammer or hacker will fake the domain sending address.
DNS Domain Name System (DNS) translates domain names into an IP address to find the owner's site.
Domain Internet addresses made up for words that correspond to the Internet Protocol (IP) numbers computers use to find each other. Domains always have two or more parts, separated by "dots".
Domain Keys The most comprehensive authentication standard that signs each outgoing message with an encrypted key. While SPF and SenderID involve making changing to DNS records, DomainKeys requires senders to change the way that messages are constructed.
Domain name Domain name is a name that used as identification of one or more IP addresses that distinguish them from other systems on the network.
Domain Name System (DNS) A system that is used to translate domain names into IP addresses.
DomainKeys Email authentication system proposed by Yahoo! that checks an encrypted "key" embedded in each email sent against a list of public records to positively confirm the identity of the sender.
Double Opt-In A user has subscribed for a newsletter or other email marketing messages by explicitly requesting it and confirming the email address to be her own. This is usually done by responding to a confirmation email sent to the email address in question.
Download To transfer a copy of a file from an internet server to one's own computer.
Duplication Multiple entries in any database of the same individual.
Dynamic Content Variable content within an email message, including images and text, that is displayed based upon information held in a database.
E-mail Blacklist Database of IP addresses and domains that are screened out on all incoming e-mail. If you get your IP or domain on a blacklist, then e-mails that you send out will largely be automatically deleted without anyone seeing your content.
E-mail Contextual Link URL incorporated into the e-mail content. These types of links are MUCH better than "click here" links, both for matters of style, and also due to spam-detection software. Always use links that have descriptive words linking to the content.
E-mail Frequency How often a newsletter is sent out.
E-mail Marketing Campaign E-mail newsletters or stand-alone marketing messages delivered at intervals to market to a group.
E-mail Newsletter A campaign of e-mails sent over time to prospects. E-mail newsletters are mainly used to maintain existing customer relationships.
E-mail Subject Line The descriptive title of an e-mail. The e-mail subject line is one of the most important parts of your e-mail marketing campaign, because without a good subject line, your e-mails may never even be opened.
ECOA Email Change of Address (ECOA) is a process that provides updated email addresses for data files based on consumer-provided, permission-based data.
Email The transmission of computer-based messages over telecommunication technology.
Email Address Appending Email address appending merges a database of email addresses with an existing marketer's database to add email as an additional means of contact to the latter database.
Email append Process that adds email addresses to postal files by merging files to match the postal address against email information in other files.
Email Authentication Practice of validating that an email sender is legitimate to cut down on spam and phishing scams.
Email Blacklists A database of IP addresses that are listed as Spammers which can be an organization of a person.
Email Campaign A coordinated set of individual email marketing messages delivered at intervals and with an overall objective in mind. A campaign allows each new message to build on previous success. An email campaign is a coordinated set of email marketing messages delivered at intervals and designed to escalate a persuasive argument to purchase, subscribe, download, etc. The content and design should be crafted so that each message builds on the previous, offering relevant new content, media, and links, without losing focus on the “call to action”. While email campaigns require careful planning, the ROI is often greater because they deliver the multiple contacts needed to make a sale.
Email client What a person uses to view and read their email.
Email Contextual Link The links, including the web links and “click here” that appeared in the email.
Email delivery rates The percentage of email that gets delivered as intended; compiled from seedlist-based monitoring services and SMTP log files.
Email Frequency The intervals at which email marketing efforts are repeated: weekly, bi-weekly, monthly, bi-monthly, etc.
Email list A list of email addresses that receive mailings from you. A permission-based list or database of email addresses identified by a single name and used by e-marketers to send, or broadcast, sales messages, newsletters and other publications to a large group or segment of subscribers (opt-ins). The lists usually contain the email addresses, individuals or subscribers receiving mail at those addresses, publications to which they have subscribed, and any relevant notes or profile data. Most e-marketers consider mailing lists their most valuable asset.
Email list management software Software that allows users to collect, import, and manage subscribers.
Email List Manager Controller of email list or database entity.
Email Marketing The promotion of products or services via email.
Email Marketing Campaign One of the online marketing tools that are used by an organisation or a person to create an organized and designed email-marketing message.
Email marketing software Allows users to send out newsletters to their lists and track results. Standard features include mail-merge personalization, message scheduling, and bounce back handling.
Email Message The transmission of computer-based messages over telecommunication technology.
Email Newsletter An email message sent to subscribers on a regular schedule with relevant information on a topic. An email message sent to subscribers on a regular schedule with relevant information on a topic. Often used to capture Web site visitor's email addresses, they can also be used to keep in touch with existing customers, or simply as a means of distributing new information on products. An email newsletter is probably the most effective way to communicate with your target audience. One of the main considerations before you create and deliver an email newsletter is what format to use: HTML or Text.
Email Newsletter Frequency The frequency of email marketing efforts. The e-mails can be sent weekly, bi-weekly, monthly, bi-monthly, etc.
Email Render Rate The number of times an email is displayed (whether fully opened or within the preview pane) and recorded using a tracking image within an HTML format message and divided by the total and expressed as a percentage.
Email Subject Line This is the simply the subject of the email message.
Emails Send Rate Volume of emails going out each hour during a campaign blast. This is a critical scalability metric.
ESP An Email Service Provider is a company that sends and manages email campaigns for other companies as a hosted service.
Excel A spreadsheet program which is part of the Microsoft Office Suite. Used by many organizations to store the data for their lists before import. Can be used to convert data into CSV format.
False-negative When spam filtering devices fail to detect spam and allow it to be delivered.
False-positive When spam filtering devices inaccurately identify legitimate email as spam and block delivery.
Feedback loops Set up with Internet Service Providers. Once a feedback loop is set up, the ISPs will contact you and ask you to deal with the complaint.
File Transfer Protocol (FTP): FTP refers to a protocol that is used for uploading or downloading files which allows users to copy files between their local system and any system they can reach on the network.
Filter Software that categorizes incoming email messages based on criteria, such as content or sender, to identify and then block spam or viruses.
Firewall A firewall is a method of stopping spam, unwanted content, viruses, etc from reaching a users inbox. Usually used in a corporate context, however personal firewalls are becoming more popular.
Flash Flash is a web design technology created by Macromedia and now owned by Adobe. It facilitates a more interactive interface to be created with more impressive visuals but has its drawbacks, such as reduced accessibility, poor SEO and cost of updates.
Font A specific size and style of type within a type family.
Footer Some emails include a “footer”. This is the area at the bottom of an email where you might find unsubscribe information.
Forward When the recipient of an email message sends it on to someone he or she thinks might find it interesting or benefit from.
Forward Rate The percentage of emails that are forwarded on to a friend.
Forward to a Friend Forward to a Friend refers to an option (usually a link) provided to an email recipient that provides them with an easy method to share that email message with someone else.
Frames An old-fashioned format for web documents that divides the screen into segments, each with a scroll bar as if it were as "window" within the window. Usually, selecting a category of documents in one frame shows the contents of the category in another frame. Although there is a place for the odd frame in a modern website, their use as the foundation of a site is considered obsolete.
Frequency The intervals at which email marketing efforts are repeated: weekly, bi-weekly, monthly, bi-monthly, etc.
Friendly from email address An easily recognisable sender email address.
From address The email address from which an email message is sent out.
From Line The information that appears in the “From” line at the top of the email and typically indicates the identity of the sender.
From Name The name by which the sender of an email addresses is known.
Geo Targeting In email marketing this is the ability to target users by geography such as city, region, postal code and country.
GIF (Graphic Interchange Format) Graphics format most commonly used on web pages and in email marketing messages. They display 256 colours and have built in compression, which makes file size smaller, and load time quicker.
Glossary A glossary, also known as an idioticon, vocabulary, or clavis, is an alphabetical list of terms in a particular domain of knowledge with the definitions for those terms.
Greylisting Process of routing email to a bulk folder if it is borderline spam, as determined by a receiving ISP.
Hard Bounced Email A hard bounce is an e-mail message that has been returned to the sender because the recipient's address is not valid. A hard bounce might occur because the domain name doesn't exist or because the recipient is unknown.
Harvesting Process that crawls the Internet to gather email addresses from Web sites and then uses them to create lists for spamming.
Harvesting Emails Using a spider to extract emails from pages on the internet, either through a search starting from a single page or a search based on a specific term put into a search engine.
Header The first part of an email message that contains controlling and meta-data such as the subject, origin and destination email addresses, the path an email takes, and its priority. May be used to filter, track spammers or uncover information about delivery rates.
Headline The announcement recipients see when they open an email. Ideally, the headline expresses the company’s value proposition and encourages the recipient to read further.
Hosted Email A hosted version of an email allows users to view the email message as a web page, thus ensuring that all formatting remains intact. StreamContact does this for you for free.
House File A contact list that is primarily used and controlled by the Data User.
House List A permission-based list that you build yourself. Use it to market, cross sell and up-sell, and to establish a relationship with customers over time. Your house list is one of your most valuable assets.
HTML Hypertext markup language, the basic programming language of the Internet.
HTML Built-in Editor Allows users to create their own HTML newsletters right on the sending page, without knowing HTML.
HTML E-mail An e-mail that utilizes html in order to maintain the consistent look and feel of your brand. It is important to send any html e-mails with a MIME multi-type alternative text version as well, or else spam detectors may fag your e-mail.
HTML E-mail Click-Thru Rate By using html in your e-mail, you can check how many times a particular image in that html is loaded, thereby estimating how many times someone has opened your e-mail, less those that looked only at the text alternative. The click-thru rate (CTR) is then calculated by dividing the number of click-thrus to the number of e-mail opens (loads) and then multiplying by 100 to express the result as a percentage.
HTML E-mail Unique Opens The number of different individuals who open the e-mail within a specific period. Note that determining this result is rather difficult, but by checking the number of loads you can get a fairly accurate estimate.
HTML email Email message that is formatted using Hypertext Markup Language, as opposed to plain text email.
HTML templates An arrangement of graphics within which a email newsletter content can be inserted.
Hypertext Markup Language (HTML) HTML is a coding language that is commonly used for creating Web pages and also used in email messages nowadays.
Image blocking Some email clients have images turned off as standard unless the sender is included in the users' address book, meaning that users have to take an action in order to view the images in an email.
Importing Bringing subscribers into the system in mass quantities. Once a data file is in the proper CSV format, it can be imported into the system.
Inbox Placement Rate This is the ratio of emails that are delivered specifically to the recipient’s inbox divided by the total emails sent.
Inbox preview tool A system tool which allows email marketers to generate a snapshot of how an email message will appear to the recipient in a variety of different email clients.
Individual A living person to whom the Data User wishes to send a marketing email.
Internet Protocol address An IP address is used as identification for a computer on the internet. It is simply a DNA of each computer. It is written as four set of numbers separated by “dotted decimal” notation.
Internet Service Provider The provider of dial-up or broadband internet service that a consumer or business uses.
Internet Service Provider (ISP) Company that provides access to the Internet through connectivity services.
IP address An IP address is a logical address for a network adapter. The IP address uniquely identifies computers on a TCP/IP network.
IP addresses Internet Protocol addresses. The numeric identification number that refers to a specific machine on the Internet.
ISP Rate Limits Many ISP’s limit the amount of email you can send within a certain time frame.
Javascript A scripting language that can make web pages more animated and dynamic in terms of graphics and navigation.
JPEG (Joint Photographic Experts Group) Another of the many graphics formats used in web and email design. A compressed format better used for photographic or continuous tone information.
Junk button Many email clients include a button in their inbox to allow a user to mark a message as junk or spam without opening it. This can damage a sender's reputation. Email messages can fall foul of this system when recipients mark legitimate messages as junk.
Landing Page Landing page is referred to as the first page of your website that the visitor is reached after being redirected to your site from a link.
Layout The arrangement of content within an email. A layout is designed to optimize the use of space while presenting the critical content in the portions of screen most likely to attract the recipient’s immediate attention.
Links Text links, hyperlinks, graphics or images which, when clicked or when pasted into the browser, direct the prospect to another online location. To be most effective in motivating action, links must be obvious to the visitor or recipient.
List A database of email addresses and all other personal data collected and held in connection with marketing and related purposes.
List hygiene Process of cleaning email files to ensure all addresses are accurate, current, opt-in and deliverable.
List Segmentation Breaking a list into smaller pieces for the purpose of targeting recipients with specific characteristics or demographics.
List-Unsubscribe List-Unsubscribe lets administrators of mailing lists and email newsletters include unsubscription procedures to be used in email program's "Unsubscribe" buttons.
Load Time The length of time it takes for a page to open completely in the browser window.
Look and Feel The degree to which design, layout and functionality are appealing to prospects and fits the image the business is trying to portray.
Machine-learning filters Filters run by machines that determine whether to block email based on algorithms that point to whether the message is likely spam.
Mail merge personalization The ability to, on the fly for each email, insert data from the database into specific fields in an email.
Mail Transfer Agent This is a mail server used to send and receive mail. Examples of MTA’s include the StreamContact.
Mail User Agent This interprets and displays email messages. Examples include Outlook, Eudora, and Mozilla Thunderbird.
Mailing List A set of email addresses designated for receiving specific email messages.
Mailto An HTML command that allows collection of email addresses from a website. When readers click on a link (such as ) their default email program composes an email message to send to that address.
Maximum lists Many of our competitors will only allow the creation of one list. Some get around this by offering different ‘interest groups’ or ‘targeting’ within this list.
Message headers The ‘hidden’ lines of text/code that is above each email message. Every email sent has a header.
Message preview The ability to see what a message looks like before it is sent.
Message scheduling The ability to set a time in the future for a message to start to be delivered to recipients.
Metrics Term used to refer to message statistics such as open and click through tracking, number of bounces, number of unsubscribes, etc.
Microsite An addendum to the main brand website which can be easily edited to match the formatting of a marketing email without changing the primary website.
Multi-part Email An email that is sent with different versions - usually html, text and AOL. The recipient's email client settings determine which version is delivered to that inbox.
Multi-part MIME All messages have a header on them called Content-Type. A message can be sent as text, text/html, or multipart/alternative. If it is sent as multipart/alternative, the message is sent using formatting referred to as Multi-part MIME. The advantage of sending via multi-part MIME is that the email will automatically display as HTML if the subscriber’s email client can read HTML, but revert to text if the subscriber’s email client cannot read HTML, or has it turned off. Within a multi-part MIME email, both the HTML message and text message are sent. Between the HTML message and the text message there is a boundary. This boundary is defined in the Content-type header.
Multi-part MIME Email Multipurpose Internet Mail Extensions (MIME) is an Internet standard for the format of email. Virtually all Internet email is transmitted in MIME format. This simply means that two versions of the email are sent, one graphical and one text. The appropriate version is then directed to the recipient based on the recipient's email client’s preferences.
Multipart A message format that allows the recipient to open the message in preferred format, as the message includes both text and HTML versions.
Multipart Email A multipart email contains both a text and HTML version and will display the most appropriate version for the email client that it is sent to.
Multiple message autoresponder A series of messages that is sent out at certain time intervals which are set by our customer. One could use a multiple message autoresponder to send out a ten day ecourse for example. One email ("tip") would be sent each day for 10 days. This can be a very good way to increase a visitor to sale conversion rate, build a relationship with a prospect, and improve the likelihood of a prospect or customer remembering your brand.
Multipurpose Internet Mail Extensions A standard for sending non text information. Commonly an email message is encoded in a MIME format allowing HTML compatible MUAs to display the HTML portion only.
NANAS / NANAE The NANAS group is forum used by the anti-spam community to post information about messages sent to spamtrap addresses. Posting in NANAS usually indicate a practice issue. NANAS is only used for posting information, NANAE is the forum where the anti-spam community discusses postings in NANAS and other issues related to email abuse. The community can be fairly volatile – proceed with caution.
Navigation The tabs, text and graphic hyperlinks that always let individuals know both where they are and where they can go. Navigation elements must always be available and obvious. Well-designed navigation will lead the prospect in the intended direction.
Open proxy Software that exists on a server that allows the third-party relay of e-mail messages through ports other than port 25.
Open Rate The % of users that open an HTML message versus the number of messages scheduled or delivered depending on the criteria. An open is captured when a user downloads a small, normally invisible image.
Open relay SMTP email server that allows the third-party relay of email messages through the SMTP "port" on a server (port 25). While this feature of SMTP servers has legitimate uses, spammers have learned how to locate unprotected servers and use them to send spam.
Open Tracking The ability to keep track of the number of opens ("reads") a message gets. Web site through which one can view what blacklists a site is on.
Opt-In Opt-in email marketing means sending marketing messages only to people who explicitly requested them.
Opt-in email Email that is explicitly requested by the recipient.
Opt-in form A form that website owners can add to their site to collect newsletter signups from visitors. See also: Double Opt-in, Opt-in, Single Opt-in.
Opt-Out Opt-in email marketing, where messages are only sent to those who request them, is much more effective.
Optin Subscriber or contact request to be added to an email list.
Optout Request of a list member to no longer receive email messages.
Pass-along rate The percentage of people who pass on a message or file.
Payoff When offering customers further information, such as a whitepaper or article via a link in an email, the payoff is the information they gain access to when clicking on that link.
Permission Email Marketing Email Marketing centered around obtaining customer consent to receive information from a company.
Permission-based List Essentially, any list that contains only opt-in subscribers and does not contain any purchased lists or lists of persons who have asked to receive one type of newsletter and will be sent what they have not requested, such as additional promotions or newsletters on a different topic.
Personal Data Information from which a living individual can be identified, whether from that information alone or combined with other information, which is in the possession of, or is likely to come into the possession of, the data controller. Members should be aware that information might be personal data even where an individual is not named, if it is possible to identify that person using information obtained from other sources. Business information and email addresses from which a living individual may be identified are also regarded as personal data and are covered by these rules.
Personalisation The practice of writing the email to make the recipient feel that it is more personal and was sent with him or her in mind. This might include using the recipient's name in the salutation or subject line, referring to previous purchases or correspondence, or offering recommendations based on previous buying patterns.
Personalization The act of making your marketing e-mails change content according to whom the e-mail is sent to.
Phishing The act of forging emails that claim to be from a legitimate sender, such as a bank, for the purpose of identity theft or robbery. Phishing emails usually link to a replica of a legitimate web page that tries to trick users into submitting personal or financial information or passwords.
Postmaster The person who manages mail servers at an organization. Usually the one to contact at a particular server/site to get help, information, or to log complaints.
Privacy Policy A clear description of a website or Data User’s policy on the use of information collected from and about website visitors and what they do, and do not do, with the data. Privacy.
Publisher Author of newsletter or email campaign.
Reach The size of the audience or overall subscribers list size, who listen to, read, view or otherwise access an particular item in a given time period.
Read Rate The percentage of emails being sent out that are read by the recipient.
Readability The degree to which the copy is well written as well as optimised for reading on the web. The readability of text is affected by many factors including, but not limited to: the colour of the text in relation to the background colour, the font, the spacing between words and between lines of text, the length of lines of text, how blocky and dense the paragraphs appear, text justification, the complexity of the grammar and the education level of your audience.
Reading/preview pane An area in an inbox which can show the recipient the content of the email without being opened.
Renderability The process of getting all aspects of your email messages to load properly and look as intended.
Rental list (or Acquisition list) A list of prospects or a targeted group of recipients who have opted-in to receive information about certain subjects.
Reputation The reputation of the sender impacts directly on deliverability rates. Building a good reputation can be helped by avoiding spam words and sending relevant, timely emails. When a recipient labels your email as spam it puts a black mark against your name, directly affecting deliverability of future emailing campaigns.
Reputation Service Provider (RSP) A third party that provides accreditation and reputation services to senders and receivers. RSPs collect data about bounces, complaints and other user activity and aggregate it into a master database similar to the credit reporting system used for getting a loan. This data is used by receivers to decide which messages are spam or not and used by senders to monitor and improve their mailing practices.
Request for Proposal (RFP) A Request for Proposal in email marketing answers specific questions about how the vendor solution will meet needs and goals. It provides detailed information on requirements such as function & workflow, business goals, integration specs, etc to the vendors. These are often lengthy documents. An RFP might be used in conjunction with a RFI (Request for information) and RFQ (Request for Quotation) or those might be included in an RFP.
Reverse DNS Lookup It is a process that is used to identify the association between the known IP address and a particular hostname.
Rich media A category of web technologies that utilize streaming video, audio and other static or animated files to create an advanced media experience for viewing content.
ROI Return on investment. The amount of money one makes from an investment divided by initial investment.
RSS or RSS feeds Short for "Really Simple Syndication" (a.k.a. Rich Site Summary or RDF Site Summary). Any website can issue an RSS feed. When a user subscribes to this feed, they are alerted to new additions to the feed since they last read it - for example a new item of news, new blog post, new email alert etc. In order to read RSS feeds, you must use a feed reader, which formats the code into an easily readable format.
SaaS (Software as a Service) Software as a service (SaaS) is a software distribution model in which applications are hosted by a vendor or service provider and made available to customers over a network, typically the Internet.
Salutation This is the area in an email where you address your recipient. Examples are “Dear Subscriber”, “Hello John”, and “Dear Member”.
Script A script is a type of programming language that can be used to fetch and display Web pages. There are many kinds and uses of scripts on the Web. They can be used to create all or part of a page, and communicate with searchable databases. Forms (boxes) and many interactive links, which respond differently depending on what you enter, all require some kind of script language. When you find a question mark (?) in the URL of a page, some kind of script command was used in generating and/or delivering that page. Most search engine spiders are instructed not to crawl pages from scripts, although it is usually technically possible for them to do so.
Seed list A list of email addresses that should be included in every email event to monitor delivery across email platforms.
Segmentation The use of previously gathered information to send e-mails of a particular offer to a subset of the list.
Sender-ID An authentication standard proposed by Microsoft, that compares an email sender's "From" address to the IP address authorized to send email from that domain.
SenderID An authentication standard that goes slightly beyond SPF by looking at the headers of the message to determine the PRA, or purported responsible address.
Server, Web Server A computer running web server software, assigned an IP address, and connected to the Internet so that it can provide documents via the Internet.
Service Level Agreement (SLA) A service level agreement (SLA) is a part of a contract where the level of service is formally defined. The SLA records a common understanding about services, priorities, responsibilities, guarantees, and warranties. Each area should have the “level of service” defined. The SLA may specify the levels of availability, serviceability, performance, operation, or other attributes of the service, such as billing.
SIG File A short block of text at the end of a message identifying the sender and providing additional information about them.
Sign up form A form that is to be put on a web site and allows visitors to subscriber to a company’s newsletters and announcement lists.
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