Glossary
Above-the-fold:
The top part of an email or web page that can be seen without
scrolling. This is generally more desirable placement for important content
because of its visibility.
API:
Application programming interface that allows an outside system to
have a well-defined protocol by which it can access another system’s
functionality.
Append:
The practice in which a marketer leverages offline data to match
profiles with a user’s email address.
Authentication:
A methodology designed to verify the identity of an
email sender.
Blacklist:
List of IP addresses that have been identified by the blacklist owner
as sending Spam and are used to block mail from organizations or individuals
sending from these IP addresses. Blacklists are often used by organizations and
Internet Service Providers as part of their filtering process to block all incoming
mail from a particular IP address (or block of addresses).
CAN-SPAM:
A Federal law, which became effective January 1, 2004, that
establishes requirements for those who send email with the primary purpose of
advertising or promoting a commercial product or service.
Click-through:
When a reader of an email message takes action and clicks
on a link in the email.
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Conversion:
When a reader of an email message completes the desired action,
such as making a purchase or completing a contact form.
Conversion rate:
The number of email recipients that completed the
desired action of an email message compared to the total list size,
represented as a percentage. To determine the conversion rate, divide the
number of recipients who completed the desired action by the number of
emails sent (and multiply this number by 100 to express the result as
a percentage).
Creative:
The design, copy and content of an email message. Email
creative can include a variety of different formats such as HTML, text,
images, etc.
Demographics:
Data about the size and characteristics of an audience.
Domain Keys Identified Mail (DKIM):
Email authentication method for validating
the identity that is associated with an email message, as well as the integrity of
the message itself.
Double opt-in:
The process of collecting permission to send email whereby a
submitted email address is not immediately added to a mailing list. Instead, a
confirmation email is sent to the submitted address asking the user to take an
additional action to confirm that they want to receive email communications
from the sender. If the user does nothing, the submitted address will not be sent
email by the sender. The user will only be sent email if they take the required
action defined in the confirmation email.
Email list manager:
Controller of email lists or database entity.
Email marketing campaign:
Coordinated email marketing messages delivered at
intervals in order to achieve a specific objective or goal.
Email newsletter:
An email message sent to subscribers with relevant information
on a specific topic. Often used to capture Web site visitors’ email addresses,
they can also be used to keep in touch with existing customers or as a means of
distributing new product information.
Frequency:
The intervals at which email marketing efforts are repeated: weekly,
bi-weekly, monthly, bimonthly, etc.
From name:
The name by which the sender of an email is known. This is the
name that will be displayed in the email recipient’s inbox by most (but not all)
email clients.
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Glossary
From address:
The email address from which an email is actually sent. This
address will be displayed in the email recipients’ inbox by email clients that
do not display the from name.
Geo targeting:
The ability to target users by geography such as city, state,
country and postal code.
Hard bounce:
An email address that is rejected by the receiving server for a
permanent reason (example: “email address does not exist”). Hard bounces are
no longer valid email addresses and should be removed from email lists.
Hard bounce rate:
The percentage of email addresses that hard bounce as
compared to the total list size. To determine the hard bounce rate, divide the
number of hard bounces by the number of emails sent (multiply this number
by 100 to express the result as a percentage).
List segmentation:
Dividing a list into smaller pieces for the purpose of targeting
recipients with specific characteristics or demographics.
Multi-part email:
An email that is sent with different versions - usually HTML
and text. The recipient’s email client settings determine which version is
delivered. (This is sometimes called multi-part MIME.)
Open:
When a message recipient views an HTML message with images enabled.
Opt-in code:
Code posted on the Web page of a company’s Web site that allows
a subscriber to sign up for email from the company and be automatically added
to that company’s email list.
Opt-in email marketing:
The process of collecting permission to email users
whereby the user must take an action to receive email communications, such
as visiting the sender’s Web site and completing a sign-up form. Also known as
permission-based email marketing.
Preview pane:
The top part of an email that can be seen in some email clients
(if enabled) without opening the email. Depending on the recipient’s email
client, this could be a horizontal or vertical preview pane. This is generally more
desirable placement for important content because of its visibility.
Soft bounce:
An email address that is undeliverable for a variety of reasons
that are not permanent (example: “this user’s mailbox is full).” An email
address that soft bounces is still a valid email address to which the sender should
continue trying to mail.
Glossary
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Soft bounce rate:
The percentage of email addresses that soft bounce as
compared to the total list size. To determine the soft bounce rate, divide the
number of soft bounces by the number of emails sent (multiply this number by
100 to express the result as a percentage).
Sender ID:
Email authentication method that validates the origin of an email
message by verifying the IP address of the sender against the alleged owner of
the sending domain.
SPF (Sender Policy Framework):
Email authentication method that validates the
origin of an email message by verifying the sender’s DNS records.
Total clicks:
The total number of clicks on any links in an email message.
Total click-through rate:
The total number of clicks on any links in an email
message as compared to the total list size. To determine the total click-through
rate, divide the number of total click-throughs by the number of emails sent
(multiply this number by 100 to express the result as a percentage).
Total opens:
The total number of times an HTML email message was viewed
with images enabled, including recipients who may have opened it multiple
times (and also including multiple viewings in preview windows).
Total open rate:
The total number of times an HTML email message was viewed
with images enabled, as compared to the total list size. To determine the total
open rate, divide the number of total opens by the number of emails sent
(multiply this number by 100 to express the result as a percentage).
Unique clicks:
The number of individuals who clicked on at least one link.
Unique click-through rate:
The number of individuals who clicked on at least
one link as compared to the total list size, represented as a percentage. To
determine the unique click-through rate, divide the number of unique clicks
by the number of emails sent (multiply this number by 100 to express the
result as a percentage).
Unique opens:
The number of individuals who viewed an HTML email message
with images enabled. Each individual is only counted once, even if they viewed
the message multiple times.
Unique open rate:
The number of individuals who viewed an HTML email
message with images enabled, as compared to the total list size. To determine
the unique open rate, divide the number of unique opens by the number of
emails sent (multiply this number by 100 to express the result as a percentage).
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Glossary
Unsubscribe:
Someone who has asked to not receive email communications
from the sender anymore. Senders are required by CAN-SPAM to remove these
email addresses from their email list within 10 business days of the unsubscribe
request, and can no longer communicate via email with these unsubscribers.
Unsubscribe rate:
The percentage of email addresses that requested to stop
receiving email communications as compared to the total list size. To determine
the unsubscribe rate, divide the number of unsubscribes by the number of
emails sent (multiply this number by 100 to express the result as a percentage).
Welcome message:
This message is sent after a user opts-in to receive email from
the sender, preferably immediately after the sign-up. It is sometimes also called
a confirmation message. Its purpose is to confirm receipt of the sign-up and set
expectations for future emails the recipient will receive from the sender.
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