Glossary of Email Marketing Terms
ASP is an abbreviation for Application
Service Provider. It is a company that provides hosting service
or online outsourcing to particular applications by means of
Attachment - is a file ( image, text, music
or video) that is sent with email message.
Auto-responder – an application that sends out
automatic responses (containing text written in advance) to
Blacklists contain a list of IP addresses that
are accused of spam sending. There are public and private
blacklists. Public blacklists are maintained by third parties.
Private blacklists are created by ISP to block emails delivery.
The blacklists can be checked at www.openrbl.org and
Bounce - a message that wasn't delivered
promptly and sent back to sender. There are more than 20 reasons
why email message can be bounced. Some of them are: email
address invalid or doesn't exist, email address has been closed,
the mailbox is full, the server is down, etc.
Click-through - means that the recipient
clicks an URL link included in an email.
Click-through Tracking - is the data
gathered about click-through links: how many people clicked it,
what clicks resulted in a subscription, purchase or conversion.
Click-through Rate - percentage of visitors
that click an URL. To calculate the click-through rate, divide
the number of click-through by the number of delivered emails
and multiply it by 100.
Double Opt-in requires a list subscription
performed in two steps: singing up and visiting a confirmation
page to confirm subscription.
Dynamic Content means email message content
that changes automatically. The changes are based on the user
information, may reflect previous purchases, interests or
Email Client is the software which is used
to send read, and retrieve email. The examples are Outlook
Express, and Eudora.
Email Filter is an email application that
blocks incoming email according to the predetermined criteria
such as sender’s email, the header or content. Filters may also
be applied at the email client, the ISP or a combination.
Email Harvesting: a process of collecting
email addresses from the Web pages. The email addresses are
collected by a special program. Since the addresses are sold to
spammers, harvesting is forbidden by laws in many countries.
Email List Management Software is an email
application that allows users to import, export, and manage
their contact lists.
Email Newsletter is a message containing
specific information and is distributed to the subscribers via
email. Usually email newsletters represent a sales offer.
E-mail Newsletter Advertising implies
purchasing ad space in the body of email newsletters.
Event Triggered Email - automatic emails
sent to the recipients on some specific events.
Firewall – software intended to restrict
access by unauthorized users to a private network.
Footer is located at the bottom of an email
message. Usually it contains unchangeable information, such as
contacts, postal address and so on.
Forward to a Friend is a link in the email
newsletter which encourages the people to share your message
with their friends.
FTP stands for File Transfer Protocol. This
standard protocol is used for transferring files throughout the
local system, or between computers and the Internet.
IMAP stands for Internet Mail Access
Protocol. IMAP is used to retrieve messages from an email
IP Address is an address that consists of 4
sequences of digits (between 0 and 255) separated by dots. IP
address is used to specify a location for the TCP/IP protocol.
ISP – stands for Internet Service Provider,
a company that offers various Internet services, such as Web
hosting, email, FTP hosting, and other.
Mail Server is a server which is used to
send, receive and store email.