Email Marketing Glossary
A/B split: Refers to a test situation in which a list
is split into two pieces with every other name being sent one specific
creative, and vice versa.
Above the fold:
The part of an email message or Web page that is visible without
scrolling. Material in this area is considered more valuable because the
reader sees it first. Refers to a printing term for the top half of a
newspaper above the fold. Unlike a newspaper, email and Web page fold
locations aren't predictable. Your fold may be affected by the users'
preview pane, monitor-size, monitor resolution, any headers placed by
email programs such as Hotmail, etc.
Microsoft software tool used for developing a database. Any database
vendor you work with -- email broadcaster, list broker, third-party
list-hygiene service, etc. -- should be able to work with this format
(as well as several others.)
In email marketing, the cost to generate one lead, newsletter subscriber
or customer in an individual email campaign; typically, the total
campaign expense divided by the number of leads, subscribers or
customers it produced.
Ad swap: An exchange
between two publishers in which each agrees to run the other's
comparably valued ad at no charge. Value is determined by rate card,
placement, size of list, quality of list, name brand fame, etc.
Affiliate: A marketing partner that promotes your products or services under a payment-on-results agreement.
An active request by a reader or subscriber to receive advertising or
promotional information, newsletters, etc. Generally affirmative
consent does not included the following -- failing to uncheck a
pre-checked box on a Web form, entering a business relationship with an
organization without being asked for separate permission to be sent
specific types of email, opt-out.
Alert: Email message that notifies subscribers of an event or special price.
AOL: America Online.
Application Program Interface (API):
How a program (application) accesses another to transmit data. A client
may have an API connection to load database information to an email
vendor automatically and receive data back from the email.
Application Service Provider (ASP):
Company that provides a Web-based service. Clients don’t have to
install software on their own computers; all tasks are performed on
(hosted on) the ASP’s servers.
text, video, graphic, PDF or sound file that accompanies an email
message but is not included in the message itself. Attachments are not a
good way to send email newsletters because many ISPs, email clients and
individual email recipients do not allow attachments, because hackers
use them to deliver viruses and other malicious code.
Authentication: An automated process that verifies an email sender's identity.
Automated email message-sending capability, such as a welcome message
sent to all new subscribers the minute they join a list. May be
triggered by joins, unsubscribes, all email sent to a particular
mailbox. May be more than a single message — can be a series of date or
Bayesian filter: An
anti-spam program that evaluates header and content of incoming email
messages to determine the probability that it is spam. Bayesian filters
assign point values to items that appear frequently in spam, such as the
words "money-back guarantee" or "free." A message that accumulated too
many points is either rejected as probable spam or delivered to a
junk-mail folder. Aka content-based filter.
B-to-B: Business-to-business (also B2B).
B-to-C: Business-to-consumer (also B2C).
A list developed by anyone receiving email, or processing email on its
way to the recipient, or interested third-parties, that includes domains
or IP addresses of any emailers suspected of sending spam. Many
companies use blacklists to reject inbound email, either at the server
level or before it reaches the recipient’s in-box. Also Blocklist and Blackhole list.
A refusal by an ISP or mail server not to forward your email message to
the recipient. Many ISPs block email from IP addresses or domains that
have been reported to send spam or viruses or have content that violates
email policy or spam filters.
Bonded Sender: A
private email-registration service, owned by email vendor Ironport,
which allows bulk emailers who agree to follow stringent email practices
and to post a monetary bond to bypass email filters of Bonded Sender
clients. The programs debits the bond for spam or other complaints from
Bounce: A message that doesn’t get
delivered promptly is said to have bounced. Emails can bounce for more
than 30 reasons: the email address is incorrect or has been closed; the
recipient’s mailbox is full, the mail server is down, or the system
detects spam or offensive content. See hard bounce and soft bounce.
Message sent back to an email sender reporting the message could not be
delivered and why. Note: Not all bounced emails result in messages
being sent back to the sender. Not all bounce messages are clear or
accurate about the reason email was bounced.
The process of dealing with the email that has bounced. Bounce handling
is important for list maintenance, list integrity and delivery. Given
the lack of consistency in bounce messaging formats, it's an inexact
science at best.
Bounce rate: Also return rate:
Number of hard/soft bounces divided by the number of emails sent. This
is an inexact number because some systems do not report back to the
sender clearly or accurately.
Broadcast: The process of sending the same email message to multiple recipients.
Bulk folder (also junk folder):
Where many email clients send messages that appear to be from spammers
or contain spam or are from any sender who’s not in the recipient’s
address book or contact list. Some clients allow the recipient to
override the system’s settings and direct that mail from a suspect
sender be sent directly to the inbox. E.g., Yahoo!Mail gives recipients a
button marked “Not Spam” on every message in the bulk folder.
Call to action: In an email message, the link or body copy that tellst the recipient what action to take.
Popular name for the U.S. law regulating commercial email (Full name:
Controlling the Assault of Non-Solicited Pornography and Marketing Act
Catch-all: An email server function
that forwards all questionable email to a single mailbox. The catch-all
should be monitored regularly to find misdirected questions,
unsubscribes or other genuine live email.
Aka Test cell or version. A segment of your list that receives
different treatment specifically to see how it responds versus the
control (regular treatment.)
CGI: Acronym for
Common Gateway Interface. It is a specification for transferring
information between the Web and a Web server, such as processing email
subscription or contact forms.
An anti-spam program that requires a human being on the sender's end to
respond to an emailed challenge message before their messages can be
delivered to recipients. Senders who answer the challenge successfully
are added to an authorization list. Bulk emailers can work with
challenge-response if they designate an employee to watch the sending
address' mailbox and to reply to each challenge by hand. Churn:
How many subscribers leave a mailing list (or how many email addresses
go bad) over a certain length of time, usually expressed as a percentage
of the whole list.
clickthrough & clickthrough tracking:
When a hotlink is included in an email, a clickthrough occurs when a
recipient clicks on the link. clickthrough tracking refers to the data
collected about each clickthrough link, such as how many people clicked
it, how many clicks resulted in desired actions such as sales, forwards
clickthrough rate: Total
number of clicks on email link(s) divided by the number of emails sent.
Includes multiple clicks by a unique user. Some email broadcast vendors
or tracking programs define CTR differently.
Email whose purpose, as a whole or in part, is to sell or advertise a
product or service or if its purpose is to persuade users to perform an
act, such as to purchase a product or click to a Web site whose contents
are designed to sell, advertise or promote.
An acknowledgment of a subscription or information request.
"Confirmation" can be either a company statement that the email address
was successfully placed on a list, or a subscriber's agreement that the
subscribe request was genuine and not faked or automatically generated
by a third party.
Confirmed opt-in: Inexact term
that may refer to double-opt-in subscription processes or may refer to
email addresses which do not hard bounce back a welcome message. Ask
anyone using this term to define it more clearly.
All the material in an email message except for the codes showing the
delivery route and return-path information. Includes all words, images
Co-registration: Arrangement in which
companies collecting registration information from users (email sign-up
forms, shopping checkout process, etc.) include a separate box for
users to check if they would also like to be added to a specific
Conversion: When an email
recipient performs a desired action based on a mailing you have sent. A
conversion could be a monetary transaction, such as a purchase made
after clicking a link. It could also include a voluntary act such as
registering at a Web site, downloading a white paper, signing up for a
Web seminar or opting in to an email newsletter.
CPA: Cost per Action (also can be Acquisition). A method of paying for advertising, or calculating results from non-CPA marketing.
Cost per Click. A method of paying for advertising. Different from
CPA because all you pay for is the click, regardless of what that click
does when it gets to your site or landing page.
CPM: Cost per Thousand.
Creative: An email message's copy and any graphics.
CRM: Customer Relationship Management technology and systems
Cross-campaign profiling: A method used to understand how email respondents behave over multiple campaigns.
Cross-post: To send the same email message to at least two different mailing lists or discussion groups.
Clickthrough Rate. Slightly inexact because some clicks "get lost"
between the click and your server. Also be sure to ask if the CTR is
unique, meaning that each individual user is only counted once no matter
how many times they click on a link.
An email server used by only one sender. A dedicated server often costs
more to use because the expense can't be spread among many users, but
it performs better than a shared server. Email usually goes out faster,
the server is more secure, and you eliminate the possibility that
another sender could get the server blacklisted for spamming.
Deduplication (deduping): The process of removing identical entries from two or more data sets such as mailing lists. AKA merge/purge. Delivered email:
Number of emails sent minus the number of bounces and filtered
messages. A highly inexact number because not all receiving ISPs report
accurately on which email didn't go through and why not.
The process of measuring delivery rates by format, ISP or other factors
and delivery failures (bounces, invalid address, server and other
errors). An inexact science.
Denial-of-service attack (DOS):
An organized effort to disrupt email or Web service by sending more
messages or traffic than a server can handle, shutting it down until the
Deploy:The act of sending the email campaign after testing.
A shortened version of an email newsletter which replaces full-length
articles with clickable links to the full article at a Web site, often
with a brief summary of the contents.
An email service in which individual members post messages for all
group members to read ("many to many.") In contrast, a newsletter is a
"one to many" broadcast, where comments by members or subscribers go
only to the message sender. Aka by the trademarked name Listserv.
An anti-spam software application being developed by Yahoo and using a
combination of public and private "keys" to authenticate the sender's
domain and reduce the chance that a spammer or hacker will fake the
domain sending address.
Domain Name System: How
computer networks locate Internet domain names and translate them into
IP addresses. The domain name is the actual name for an IP address or
range of IP addresses. E.g. MarketingSherpa.com. See reverse DNS.
A process that requires new list joiners to take an action (such as
clicking on an emailed link to a personal confirmation page) in order to
confirm that they do want to be on the list. Sometimes interpreted
incorrectly by some email broadcast vendors to mean a new subscriber who
does not opt-out of or bounce a welcome message.
Email-newsletter content that changes from one recipient to the next
according to a set of predetermined rules or variables, usually
according to preferences the user sets when opting in to messages from a
sender. Dynamic content can reflect past purchases, current interests
or where the recipient lives.
ECOA: Email Change of Address. A service that tracks email address changes and updates.
Metric that measures how many of those who opened an email message
clicked on a link, usually measured as unique responders divided by
Email address: The combination of a
unique user name and a sender domain (JohnDoe@anywhere.com). The email
address requires both the user name and the domain name.
Service that matches email addresses to a database of personal names
and postal addresses. Appending may require an "OK to add my name" reply
from the subscriber before you can add the name to the list.
Email client: The software recipients use to read email, such as Outlook Express or Lotus Notes.
Aka Domain. The portion of the email address to the right of the @
sign. Useful as an email address hygiene tool (e.g. identify all
records where the consumer entered "name@aol" as their email address and
correct it to "email@example.com").
Email filter: A
software tool that categorizes, sorts or blocks incoming email, based
either on the sender, the email header or message content. Filters may
be applied at the recipient's level, at the email client, the ISP or a
Email Friendly Name Aka Display
Name, From name. The portion of the email address that is displayed in
most, though not all, email readers in place of, or in addition to, the
Email harvesting: An automated
process in which a robot program searches Web pages or other Internet
destinations for email addresses. The program collects the address into a
database, which frequently gets resold to spammers or unethical bulk
mailers. Many U.S. state laws forbid harvesting. CAN-SPAM does not
outlaw it by name but allows triple damages against violators who
compiled their mailing lists with harvested names.
Content distributed to subscribers by email, on a regular schedule.
Content is seen as valued editorial in and of itself rather than
primarily a commercial message with a sales offer. See ezine.
Email Prefix: The portion of the email address to the left of the @ sign.
Another name for an email broadcast service provider, a company that
sends bulk (volume) email on behalf of their clients. Also email service provider (ESP).
A super-whitelist maintained by AOL for bulk emailers who meet strict
delivery standards, including fewer than 1 spam complaint for every
1,000 email messages. Emailers on the enhanced whitelist can bypass AOL
9.0’s automatic suppression of images and links.
Event triggered email: Pre-programmed messages sent automatically based on an event such as a date or anniversary.
Ezine (also e-zine): Another name for email newsletter, adapted from electronic ‘zine or electronic magazine.
A legitimate message mistakenly rejected or filtered as spam, either by
an ISP or a recipient's anti-spam program. The more stringent an
anti-spam program, the higher the false-positive rate. FAQ: Frequently Asked Questions.
Filter: See email filter.
A program or set of programs designed to keep unauthorized users or
messages from accessing a private network. The firewall usually has
rules or protocols that authorize or prohibit outside users or messages.
In email, a firewall can be designed so thast messages from domains or
users listed as suspect because of spamming, hacking or forging will not
Footer:An area at the end of an
email message or newsletter that contains information that doesn’t
change from one edition to the next, such as contact information,the
company’s postal address or the email address the recipient used to
subscribe to mailings. Some software programs can be set to place this
Forward (also Forward to a Friend):
The process in which email recipients send your message to people they
know, either because they think their friends will be interested in your
message or because you offer incentives to forward messages. Forwarding
can be done through the recipient’s own email client or by giving the
recipient a link to click, which brings up a registration page at your
site, in which you ask the forwarded to give his/her name and email
address, the name/email address of the person they want to send to and
(optionally) a brief email message explaining the reason for the
forward.You can supply the wording or allow the forward to write his/her
own message. AKA viral marketing.
Whatever appears in the email recipient's inbox as your visible "from"
name. Chosen by the sender. May be a personal name, a brand name, an
email address, a blank space, or alpha-numeric gobbledegook. Note -
this is not the actual "from" contained in the header (see below) and
may be different than the email reply address. Easy to fake. Aka Email
Full-service provider: An email vendor that also provides strategic consulting and creative support, in addition to sending messages.
A new, free email service offered by Google, giving users 1GB of
storage space, email search and conversation threading. Gmail also uses
technology to add advertisements next to messages containing keywords
that match of those advertisers in its AdWords program, a policy that
means promotional materials sent by one company could carry text ads of
Goodbye message: An email
message sent automatically to a list member who unsubscribes,
acknowledging the request. Always include an option to resubscribe in
case the unsubscribe was requested accidentally.
Email message which contains any type of formatting other than text.
This may be as simple as programming that sets the text in a specific
font (bold, italics, Courier 10 point, etc.). It also includes any
graphic images, logos and colors.
Hard bounce: Message sent to an invalid, closed or nonexistent email account.
Routing and program data at the start of an email message, including
the sender's name and email address, originating email server IP
address, recipient IP address and any transfers in the process.
House list: The list of email addresses an organization develops on its own. (Your own list.)
Hygiene: The process of cleaning a database to correct incorrect or outdated values. See also List Hygiene.
IMAP: Internet Message Access Protocol, a standard protocol for accessing email from a server.
Impression: A single view of one page by a single user, used in calculating advertising rates.
A unique number assigned to each device connected to the Internet. An
IP address can be dynamic, meaning it changes each time an email message
or campaign goes out, or it can be static, meaning it does not change.
Static IP addresses are best, because dynamic IP addresses often trigger
ISP: Internet Service Provider. Examples: AOL, EarthLink, MSN
A spam-industry term for a forged email, in which a spammer or hacker
fakes a genuine email address in order to hide his identity.
A Web page viewed after clicking on a link within an email. Also may
be called a microsite, splash page, bounce page, or click page.
What happens when links go bad over time, either because a Web site has
shut down or a site has stopped supporting a unique landing page
provided in an email promotion.
List: The list
of email addresses to which you send your message. Can be either your
house list or a third-party list that sends your message on your behalf.
A condition producing diminishing returns from a mailing list whose
members are sent too many offers, or too many of the same offers, in too
short a period of time.
List host: See email vendors.
The act of maintaining a list so that hard bounces and unsubscribed
names are removed from mailings. Some list owners also use an email
change-of-address service to update old or abandoned email addresses
(hopefully with a permission step baked in) as part of this process.
How a mailing list is set up, administered and maintained. The list
manager has daily responsibility over list operation, including
processing subscribes and unsubscribes, bounce management, list hygiene,
etc. The list manager can be the same as the database manager but is
not always the same person as the list owner. See list owner.
The organization or individual who has gathered a list of email
addresses. Ownership does not necessarily imply "with permission."
The process in which a publisher or advertiser pays a list owner to
send its messages to that list. Usually involves the list owner sending
the message's on the advertiser's behalf. (If someone hands over their
list to you, beware.)
List sale: The actual
purchase of a mailing list along with the rights to mail it directly.
Permission can only be "sold" if the subsequent mailings continue to
match the frequency, brand name, content, and "from" of the past owner's
mailings -- and even then this is a somewhat shaky procedure on the
spam-front. You are in effect buying a publication, and not just a
Mail bomb: An orchestrated attempt to shut
down a mail server by sending more messages than it can handle in a
short period of time. See DOS.
Mailing list: A list of email addresses that receive mailings or discussion-group messages.
A communication error between two email servers, usually happening when
a misconfigured email triggers an automated response from the recipient
mailto: : A code to make an email address in either a text or HTML email immediately clickable (mailto:JohnDoe@anywhere.com).
When the link is clicked, it usually opens the user's email client and
inserts the email address in the To: link of a blank message.
MTA: Mail Transfer Agent. A computer that forwards email from senders to recipients (or to relay sites) and stores incoming email.
MSP: Mail service provider, such as Hotmail.
MUA: Mail User Agent (see email client).
Also known (confusingly) as an "email sniffer." Message format which
includes both an HTML and a text-only version in the same message. Most
(but not all) email clients receiving messages in this format will
automatically display the version the user’s system is set to show.
Systems that can’t show HTML should show the text version instead. This
doesn’t always work — in particular for many Lotus Notes users. Also, no
data, except HTML open rates and possibly link click tracking, is
transmitted back to the sender regarding which version a recipient wound
MX: Mail Exchange Record
The act of segmenting a list for a test in which names are pulled from
the main list for the test cell by number -- such as every 5th name on
the list. See also a/b split.
Open rate: The
number of HTML message recipients who opened your email, usually as a
percentage of the total number of emails sent. The open rate is
considered a key metric for judging an email campaign's success, but it
has several problems. The rate indicates only the number of emails
opened from the total amount sent, not just those that were actually
delivered. Opens also can't be calculated on text emails. Also, some
email clients also users to scan message content without actually
opening the message, which is falsely calculated as an open. See
Open relay: An SMTP email server
that allows outsiders to relay email messages that are neither for nor
from local users. Often exploited by spammers and hackers.
A specific, pro-active, request by an individual email recipient to
have their own email address placed on a specific mailing list. Many
list renters and buyers now require list owners to provide proof of
opt-in, including the actual email or IP address date and time the
request was received.
Opt-out: A specific
request to remove an email address from a specific list, or from all
lists operated by a single owner. Also, the process of adding an email
addresses to lists without the name's pre-approval, forcing names who
don't want to be on your list to actively unsubscribe.
An email recipient who got your message via forwarding from a
subscriber. (Some emails offer "forward to a friend" in the creative,
but the vast majority of pass-alongs happen using email clients, and not
that tech.) Pass-alongs can affect the formatting of the email, often
stripping off HTML. Also known as viral.
Permission: The implicit approval given when a person actively requests to have their own email address added to a list.
A targeting method in which an email message appears to have been
created only for a single recipient. Personalization techniques include
adding the recipient's name in the subject line or message body, or the
message offer reflects a purchasing, link clicking, or transaction
PGP (Pretty Good Privacy): Software
used to encrypt and protect email as it moves from one computer to
another and can be used to verify a sender's identity.
A form of identity theft in which a scammer uses an authentic-looking
email to trick recipients into giving out sensitive personal
information, such as credit-card or bank account numbers, Social
Security numbers and other data.
Plain text: Text in an email message that includes no formatting code. See HTML.
POP: Post Office Protocol, which an email client uses to send to or receive messages from an email server.
Postmaster: Whom to contact at a Web site, ISP or other site to request information, get help with delivery or register complaints.
Options a user can set to determine how they want to receive your
messages, how they want to be addresses, to which email address message
should go and which messages they want to receive from you. The more
preferences a user can specify, the more likely you'll send relevant
Preview pane: The window in an email client that allows the user to scan message content without actually clicking on the message. See open rate.
A clear description of how your company uses the email addresses and
other information it gathers via opt-in requests for newsletters,
company information or third-party offers or other functions. If you
rent, sell or exchange your list to anyone outside your company, or if
you add email addresses to opt-out messages, you should state so in the
policy, where to put the policy statement so people will see it and even
in form the policy should be displayed.
Where an email message goes after you send it but before the list owner
approves it or before the list server gets around to sending it. Some
list software allows you to queue a message and then set a time to send
it automatically, either during a quiet period on the server or at a
time when human approval isn't available.
Read email: Not measurable. Only opens and clicks are measureable in any way. You can never know if a recipient simply read your message.
The process where someone not only opts in to your email program but
provides some additional information, such as name, address, demographic
data or other relevant information, usually by using a Web form.
An email message that refers to a commercial action -- a purchase,
complaint or customer-support request -- based on a business
relationship between the sender and recipient. Generally are not covered
by CAN-SPAM requirements.
Reply-to: The email
address that receives messages sent from users who click “reply” in
their email clients. Can differ from the “from”address which can be an
automated or unmonitored email address used only to send messages to a
distribution list. “Reply-to” should always be a monitored address.
The process in which an IP address is matched correctly to a domain
name, instead of a domain name being matched to an IP address. Reverse
DNS is a popular method for catching spammers who use invalid IP
addresses. If a spam filter or program can't match the IP address to the
domain name, it can reject the email.
Creative that includes video, animation, and/or sound. Rich-media
emails often collect high open and click rates but requires more
bandwidth and are less compatible with different email clients than text
or regular HTML email-format messages. Some mailers also consider
transactional email "rich".
Seed emails: Email
addresses placed on a list (sometimes secretly) to determine what
messages are sent to the list and/or to track delivery rate and/or
visible appearance of delivered messages. Seeds may also be placed on
Web sites and elsewhere on the Internet to track spammers' harvesting
Segment: The ability to slice a list into specific pieces determined by various attributes, such as open history or name source.
A segment of a list determined by any number of attributes, such as
source of name, job title, purchasing history, etc. CPM list renters
pay an additional fee per thousand names for each select on top of the
base list price.
Selective Unsubscribe: An
unsubscribe mechanism that allows a consumer to selectively determine
which email newsletters they wish to continue receiving while stopping
the sending of others.
Sender ID: The informal
name for a new anti-spam program combining two existing protocols:
Sender Policy Framework and CallerID. SenderID authenticates email
senders and blocks email forgeries and faked addresses.
Sender Policy Framework (also SPF):
A protocol used to eliminate email forgeries. A line of code called an
SPF record is placed in a sender’s Domain Name Server information. The
incoming mail server can verify a sender by reading the SPF record
before allowing a message through.
Sent emails: Number of email names transmitted in a single broadcast. Does not reflect how many were delivered or viewed by recipients.
A program or computer system that stores and distributes email from one
mailbox to another, or relays email from one server to another in a
Shared server: An email server used by
more than one company or sender. Shared servers are less expensive to
use because the broadcast vendor can spread the cost over more users.
However, senders sharing a server risk having emails blocked by major
ISPs if one of the other users does something to get the server's IP
address blacklisted. See dedicated server.
A line or two of information found in the closing of an email, usually
followed the sender’s name. Signatures can include advertising
information, such as a company name, product, brand message or marketing
call to action (subscribe to a company newsletter with the email
subscribe address or Web registration form, or visit a Web site with the
SMTP: Simple Mail Transfer Protocol, the most common protocol for sending email messages between email servers.
Snail mail: postal mail.
Email sent to an active (live) email address but which is turned away
before being delivered. Often, the problem is temporary -- the server is
down or the recipient's mailbox is over quota. The email might be held
at the recipient's server and delivered later, or the sender's email
program may attempt to deliver it again. Soft-bounce reports are not
always accurate because they don't report all soft bounces or the actual
reason for the bounce.
Solo mailing: A one-time
broadcast to an email list, separate from regular newsletters or
promotions, and often including a message from an outside advertiser or a
special promotion from the list owner.
The popular name for unsolicited commercial email. However, some email
recipients define spam as any email they no longer want to receive, even
if it comes from a mailing list they joined voluntarily.
A blacklist and IP-address database, formerly privately owned but now
part of the email vendor Ironport. Many ISPs check the IP addresses of
incoming email against Spamcop’s records to determine whether the
address has been blacklisted due to spam complaints.
An agreement between email list owners, publishers or advertisers to
sponsor each other's mailings or newsletters for free. See ad swap.
Spoofing: The practice of changing the sender's name in an email message so that it looks as if it came from another address.
Copy that identifies what an email message is about, often designed to
entice the recipient into opening the message. The subject line appears
first in the recipient's inbox, often next to the sender's name or email
address. It is repeated in the email message's header information
inside the message.
Subscribe: The process of
joining a mailing list, either through an email command, by filling out a
Web form, or offline by filling out a form or requesting to be added
verbally. (If you accept verbal subscriptions, you should safeguard
yourself by recording it and storing recordings along with time and
date, in a retrievable format.)
The person who has specifically requested to join a mailing list. A list
has both subscribers, who receive the message from the sender, and
Suppression file: A list of email
addresses you have removed from your regular mailing lists, either
because they have opted out of your lists or because they have notified
other mailers that they do not want to receive mailings from your
company. Required by CAN-SPAM. AKA Do-Not-Email list.
A necessary step before sending an email campaign or newsletter. Many
email clients permit you to send a test email before sending a regular
email newsletter or solo mailing, in which you would send one copy of
the message to an in-house email address and then review it for
formatting or copy errors or improperly formatted links. Email
marketers should also send a test campaign to a list of email addresses
not in the deployment database to determine likely response rates and
how well different elements in the message perform.
Text newsletter: Plain newsletter with words only, no colors, graphics, fonts or pictures; can be received by anyone who has email.
Thank-you page: Web page that appears after user has submitted an order or a form online. May be a receipt.
The practice of regulating how many email message a broadcaster sends
to one ISP or mail server at a time. Some ISPs bounce email if it
receives too many messages from one sending address at a time.
also known as transactive email. A creative format where the recipient
can enter a transaction in the body of the email itself without
clicking to a web page first. Transactions may be answering a survey,
or purchasing something.
UCE: Unsolicited Commercial Email, also called spam or junk mail.
Unique Reference Number:
A unique number assigned to a list member, usually by the
email-broadcast software, and used to track member behavior (clicks,
subscribes, unsubscribe) or to identify the member to track email
URL (Uniform Resource Locator): The
Web address for a page, always beginning with http:// (or https:// for a
secure page) and followed by www. (or variations, although some URLs
are set up not to include this information) and the domain name. E.g.,http://www.i-autoresponder.com .
Unsubscribe: To remove oneself from an email list, either via an emailed command to the list server or by filling in a Web form.
Vendor: Any company that provides a service. See email vendors.
A program that determines an email came from the sender listed in the
return path or Internet headers; designed to stop email from forged
Video e-mail: An email message that
includes a video file, either inserted into the message body, accessible
through a hotlink to a Web site or accompanying it in an attachment
(least desirable because many ISPs block executable attachments to avoid
Virus: A program or computer code
that affects or interferes with a computer’s operating system and gets
spread to other computers accidentally or on purpose through email
messages, downloads, infected CDs or network messages. See worm.
Web bug (also Web beacon):
A 1 pixel-by-1 pixel image tag added to an HTML message and used to
track open rates by email address. Opening the message, either in the
preview pane or by clicking on it, activates the bug and sends a signal
to the Web site, where special software tracks and records the signal as
an open. Webmail (also Web mail): Any of several
Web-based email clients where clients have to go to a Web site to access
or download email instead of using a desktop application. Some examples
are Gmail, Yahoo! Mail and Hotmail.
Welcome message: Message sent automatically to new list members as soon as their email addresses are added successfully.
Advance-authorized list of email addresses, held by an ISP, subscriber
or other email service provider, which allows email messages to be
delivered regardless of spam filters. See also enhanced white list.
A piece of malicious code delivered via an executable attachment in
email or over a computer network and which spreads to other computers by
automatically sending itself to every email address on a recipient’s
contact list or address book. See virus.