Email Marketing Glossary
Email marketing is the act of sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It involves using email to send advertisements, request business, or solicit sales or donations.
Email Marketing
Personalization
Adding elements to your email that are personalized based on information you already know about them. It could refer to addressing the recipient by name, referencing past purchases, or other content unique to each recipient.
Email Marketing
Physical Address
The physical, street address of the company sending the email, usually found in the footer of an email. Its inclusion is a legal requirement for all email marketing.
Email Marketing
Plain Text Email
An email sent without HTML. You should always give your recipients the option to read emails in either HTML or plain text for better readability.
Email Marketing
Privacy Policy
A clear description of a website or company’s policy on the use of information collected from and about website visitors and what they do, and do not do, with the data.
Email Marketing
Read or Open Length
A measure of the length of time a person opens the email until they close it.
Email Marketing
Rental List (or Acquisition List)
Not a recommended email marketing technique, it is a list of prospects or a targeted group of recipients who have opted in to receive information about certain subjects, usually targeted by something like interest, profession, or demographic information.
Email Marketing
Sender Score
A free service of Return Path, it’s a reputation rating from 0
Email Marketing
Shared IP
A less costly option than a dedicated IP address, it is an IP address from which many people send emails.
Email Marketing
Signature File
A tagline or short block of text at the end of an email message that identifies the sender and provides additional information such as company name, physical address, and contact information.
Email Marketing
Soft Bounce
A soft bounce is the failed delivery of an email due to a temporary issue, like a full mailbox or an unavailable server.
Email Marketing
Spam Cop
A paid spam service that plants their own emails and monitors who harvests the address and spams it.
Email Marketing
Spam or UCE (Unsolicited Commercial Email)
Email sent to someone who has not opted
Email Marketing
Spam Trap
An email address that was once valid, but no longer is. If you email this address, you’ll receive a hard bounce notice. When the mail server sees consistent traffic going to the dead email, however, they can turn the email into a spam trap. It will stop returning a hard bounce for the known bad […]
Email Marketing
SPF
Short for ‘Sender Policy Framework’, it’s a DNS record that says on whose behalf an IP or domain sends email.
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Email Marketing
Whitelist
Instead of listing IP addresses to block, a whitelist includes IP addresses that have been approved to deliver email to a recipient.