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Dictionary

A

Above the fold - the content of the top part of a website that is visible in the browser without the need for scrolling.
A/B testing – used to optimize campaigns by sending varying creations in order to compare their effectiveness.
Adding to Recipient list – adding an e-mail address to recipient list through filling a form by a client, submitting
willingness to be added to recipient list by replying to list creator’s e-mail, etc.
Anti spam testing – used for detecting if a message sent will be treated as spam.
Application Program Interface (API) – a set of rules on how software components should interact with each other.
Application Service Provider (ASP) – allows access to applications, which would otherwise have to be installed on a local computer, over the Internet; applications are stored on secure servers.
Attachment - a file attached to an e-mail message.
Autoresponder – an automated prewritten response to incoming messages.

B

B2B - Business to Business, the exchange of information, products or services between two businesses.
B2C - Business to Client, the exchange of information, products or services between a business and a client.
Behavioral targeting - dividing recipients according to their behavior upon receiving a message, e.g. opening
the message, clicking a link.
Bounces – notifications about delivery problems.
Bounce - see Bounce message
Bounce message (bounce) - a message informing the sender why his message could not be delivered. Not all
e-mail clients send bounces and they not always inform about the cause of the problem.

C

Call to action – usually in a form of a button that shows a user what he is supposed to do next.
Click tracking - allows registering the number of clicks on links in e-mail messages.
Clicker – the number of unique recipients, who clicked on a link in an e-mail message; subsequent clicks by the same recipient are not counted.
Clicks – the number of clicks on a link in an e-mail message registered by the mailing software.
Click-through rate (CTR) - a method of measuring the success of email or internet marketing campaigns;
the percentage of clicks on a particular ad in relation to the total number of impressions.
Commercial e-mail – message containing advertisement sent to persuade a recipient to visit advertiser’s website.
Confirmation – a message sent to a new subscriber to verify that they have in fact requested to be included in future mailings.
Consent to receive promotional e-mails – a confirmation from a recipient list owner or from a recipient that
e-mail address was added to the recipient list in compliance with the law.
Conversion – completing by the recipient an action desired by the sender, e.g. filling a form, completing
a purchase.
Conversion rate (CR) - a method of measuring the success of a campaign; the percentage of completed purchases in relation to the total number of clicks.
Counting pixel - used to count the number of impressions in mailing campaigns, a transparent image (size of 1x1 pixel) embedded in a website.
CPA (Cost per Action) - online advertising campaign payment model in which payment is based solely on qualifying actions such as filling a form or completing a purchase.
CPC (Cost per Click) - online advertising campaign payment model in which payment is based solely on the number of clicks on an ad or a banner.
CPM - online advertising campaign payment model with payments per thousand impressions.
CPO (Cost per Order) - online advertising campaign payment model in which payment is based solely on the number of orders made.
CRM (Customer Relationship Management) – a set of tools and procedures that help a company manage customer relationships.

D

Dead link - a link that does not open any website.
Deduplication - elimination of recurring e-mail addresses from the recipient list.
Deliverability report - a report including information on soft and hard bounces and subscriber’s actions.
Delivered mail - messages that were probably delivered as they were not rejected by the receiving server.
Direct marketing - the transmission of direct communications to carefully selected, individual recipients in order to obtain a direct response.
DKIM (Domain Keys Identified Mail) – authentication system securing e-mail addresses from being counterfeited by other domains.
DNS - servers translating domain names to IP addresses.
DoS attack – an attempt to overload a system or website to make it unavailable for intended users.
Double Opt-In – a method of subscribing e-mail recipients that requires additional confirmation.
Dynamic content – a method of differentiating e-mail message content through automated insertion of selected text fragments into message templates, based on specific recipient traits.

E

E-mail address database - see Recipient list
E-mail address domain – the part of an e-mail address following @.
E-mail client - the software that recipients use to send and receive e-mail messages
E-mail marketing – a form of direct marketing with the use of electronic mail.

F

Frequency capping - allows to specify maximum number of messages sent to a given subscriber in a given period of time.
‘From’ field – a field containing information on the sender - e-mail, name.

G

Geotargeting – targeting promotional content based on recipient’s location.

H

Hard bounce - notification about a permanent delivery problem caused by e.g., invalid e-mail address, removing of the address or lack of the server.

I

IMAP – mail protocol that allows managing mail folders.
Inbox – a folder in e-mail client containing new messages.
Inbox Test – testing if a message is properly displayed in various e-mail clients.
Interactive Agency – marketing agency providing internet marketing and corporate and product image services.
Internet address – allows opening a specific website by clicking on it or typing it into browser’s address field.
IP address - a unique identifier for a device on the Internet. There are dynamic (assigned newly each time) IP addresses and static (fixed) IP addresses.

J

Junk filter - an action by an e-mail provider (e.g., based on IP address or domain name) to prevent unsolicited email messages.

L

Landing page - target page; a web page that is opened after a link or a banner is clicked by a user.
Lifetime value – average profit realized from each of the obtained mail recipients during a given period of time; the value changes over time; it increases with good recipient retention.
List fatigue - occurs when sending too many messages to recipients from one list in a small period of time causes an increase in subscription opt-out.
Local part of e-mail address - the part of an e-mail address before @.

M

Mailing – passing information through messages sent to recipients from subscriber list.
Mailing list hygiene- maintaining accuracy of recipient information; the percentage of bounced messages
in relation to the total number of sent messages.
Mailing list opt-out mechanism - a method of resigning from receiving e-mail messages by a list member.
Mailto - a link in a website to send an e-mail.
Message authentication – used to authenticate the sender and limit spam.
Message footer – the bottom section of an e-mail message, containing sender details.
Message header - contains information on sender, recipient, subject, and additional message details.

N

Newsletter - a message sent to selected recipients, concerning e.g., new products or promotions.
Newsletter sign-up – the process of filling a form by which a user submits willingness to be added to recipient list.
Number of delivered messages – the number of received messages excluding messages where sending was unsuccessful or where the message bounced.
Number of sent messages – total number of messages sent by the mailing software.

O

Open count - the number of opened messages registered by the mailing software.
Open rate (OR) – the percentage of opened messages in relation to the total number of sent messages.
Open tracking - allows registering the number of opened e-mail messages.

P

Periodic message - a type of e-mail message sent automatically to a specific group of subscribers at specified time intervals.
Permission marketing – sending marketing messages with recipient’s consent and according to his needs.
Personalization - the insertion of personal greetings in e-mail messages (for instance "Dear John" rather than the generic).
PGP – the software for e-mail message encryption.
Phishing – an attempt to acquire sensitive information by masquerading as a trustworthy entity or person.
Preview window – a window in an e-mail client that allows to preview a message without opening it.
Privacy policy - publicly accessible information on how the entity uses collected data for its operational purposes.

R

Recipient - a user who submitted willingness to be added to recipient list (e.g., through filling a form) and to receive marketing messages.
Recipient blacklist - a list of e-mail addresses that cannot be added to the recipient list.
Recipient list - recipient e-mail address database, containing addresses of users who submitted willingness to receive messages from the owner of the list.
Recipient list filter – a list of e-mail address excluded from receiving messages.
‘Reply to’ field - a field containing e-mail address to which a reply is sent.
ROI (Return on Investment) - the ratio of profits to the amount invested.

S

Segment - e-mail addresses from a given recipient group meeting specific criteria.
Selective subscription opt-out - resigning only from receiving messages on a specific subject.
Sender blacklist – a list of e-mail addresses used by the e-mail client to reject incoming messages.
Serial message – messages with the same content varying only on key fields value.
Single opt-in - a method of subscribing e-mail recipients without additional confirmation.
SMTP - a protocol used to send messages between mail servers.
Soft bounce - notification about a temporary delivery problem caused by e.g., overloaded inbox or connection problems.
Spam – unsolicited marketing messages.
Spam Assassin – the software for detecting if a message sent will be treated as spam.
Spoofing - falsifying the sender e-mail address.
‘Subject' field - a field containing short information on message subject, encouraging to read the message.
Subscriber - see Recipient
Subscriber’s trait - behavioral or demographic trait of a given user, e.g. address, age, interests.
Subscription opt-out - removing e-mail address from subscriber list after clicking on resignation link
by a recipient.

T

Tag - a marker used for the classification of text elements.
Test addresses - subscriber list containing test e-mail addresses.
Transaction e-mail – a message sent to a user after completing a specific action, e.g. purchase.
Transaction message - a type of e-mail message sent automatically, exclusively to a specified recipient, usually containing information important to the recipient.
Trigger - a type of e-mail message sent automatically to a single recipient upon fulfillment of a given condition, e.g. clicking on a link in a previously received message.

U

Unique clicks – the number of clicks on a link in an e-mail message by unique recipients, registered by the mailing software; subsequent clicks by the same recipient are not counted.
Unique identifier - a code used in mailing software for identification of e.g., a product, recipient, creation, for the purpose of counting, e.g. opens, clicks.
Unique opens – the number of opened e-mail messages by unique recipients, registered by the mailing software; subsequent opens by the same recipient are not counted.
Unsolicited marketing e-mail – spam, undesired e-mail messages.