above the fold - Refers to the top portion of an email than can be viewed without
acquisition list - A list of prospects with a set of characteristics desirable to an
organization. The organization wishes to communicate to the prospects to acquire them
api - (application programming interface) A set of programming language
statments a programmer uses to add functionality to a software application.
These statements call additional software usually written by another party.
bandwidth - The amount of data a network connection is capable of moving. Bandwidth
is measured in bits per second.
blacklist - A list of email addresses that are not acceptable to receive email from.
bounce - Email not delivered to the intended recipient. This may be caused by an invalid
email address or trouble with the recipient's email transport or delivery software.
campaign - A single mailing of a particular message to a given set of recipients.
click-through rate - The number of recipients of an email message that clicked on a given URL
in the message divided by the total number of recipients.
conversion rate - The number of recipients of an email message that acted on an offer in the
message divided by the total number of recipients.
cpm - (cost per thousand) The cost of reaching one thousand recipients of an email
double opt-in - Require a subscriber to a mailing list to confirm her opt-in request.
email filter - A software system that routes or discards an email message by examining the
false negative - An email message incorrectly classified as not being spam.
false positive - An email message incorrectly classified as being spam.
retention list - An email list of active, regular customers.
HTML email - An email message whose body is composed of text using Hypertext Markup tags,
such as found in web pages. HTML email is more effective than plain text email.
landing page - The page on a website that is retrieved when a recipient clicks on a link
in an email message.
list sampling - Selecting a subset of an email list.
mta - (mail transport agent) A software component that communicates with an email
client program located on a personal computer. The mta is usually located on a
computer dedicated to handling email. The mta receives, sends and stores messages and handles errors.
mailer daemon - Same as the mta (mail transport agent). You may sometimes see
"MAILER-DAEMON@..." as the From address in a message. This is a message generated
by the mail transport agent, usually because of a problem.
message testing - Sending a message to a sample of addresses on a list to test the
response of the recipients.
multipart-alternative - A type of email message that has both plain and HTML content.
An email client program may display the message in either format.
open-rate - The number emails opened by the recipients of a campaign divided by the
total number of recipients. This can be stated as a percentage.
opt-in - To choose to receive email messages from a particular sender. This gives the
sender the right to communicate on a regular basis to the owner of the email address submitted.
opt-out - To choose not to receive communications from a particular sender. This revokes
the sender's right to communicate on a regular basis to the owner of the email address submitted.
permission-based email - Email sent to recipients who have given their permission
to receive email from a sender by subscribing to the sender's list.
personalize - Using the recipient's first and last name in a email message.
collected from and about an email subscriber or visitor to a website. The policy states
how personal information can be used and what security is in place to protect privacy.
program - Ongoing communication or dialogue with subscribers.
query - A request for a set of information from a computerized database based on a set
read-rate - The number emails opened by the recipients of a campaign divided by the
total number of recipients. This can be stated as a percentage. This is the same as
the open rate.
redirect URL - A link in an email message that when clicked, enters some information
about the recipient in a database and loads the web page the link represents.
relational database - A software application that manages the storage and retrieval of data.
remarketing - Using past campaign information to target a particular message to an audience.
spam - Automatically generated email of a commercial nature received by someone who has not
authorized the sender to contact him and has no transactional relationship with the sender.
subscriber - A person who is a member of a permission based mailing list.
targeting - Directing a commercial message to a group of recipients who have a desired set
of characteristics, such as interest in a given product.
url - A character string, such as 'http://www.mailcar.net/index.html', that defines the
location of a document on the internet.
viral marketing - A marketing technique that encourages an individual to forward a marketing
message she received to others.
whitelist - A list of email addresses that are acceptable to receive email from.
xml - (extensible markup language) Used to structure information in a document so that it
can be recognized and processed by a computer program.