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    Email Marketing Glossary

    Email Marketing Terms & Definitions

    email marketing terms glossaryTo find out more information on® email marketing services, please fill out the contact form or contact us® at 877-831-0101


    Blacklist — A list of that are considered spammers or spamming sites.

    Bounce Rate — The rate at which your emails are not delivered and are defined by two types of bounces, hard and soft.  An acceptable bounce rate is less than 5%.

    Bulk Mail — A large scale email marketing sends in which the same content goes to a large group of people.


    CAN-SPAM — Short for ‘Controlling the Assault of Non-Solicited Pornography And Marketing Act of 2003,’ it’s a law that outlines rules for commercial email, provides email recipients with the right to make you stop emailing them, and lays out consequences for violations of the Act.

    Click Through Rate (CTR) — The number of unique clicks divided by the number that were opened of recipients that click on a URL within your email.

    Conversion Rate — The percentage of recipients who respond to your call-to-action in an email marketing campaign or promotion. This is one measure of your email campaign’s success. The Definitive Guide to Crafting Winning Calls to Action in Your Content | HuffPost


    Dedicated IP — An IP address only, in which you send email from – It is more costly, an you may have to manually manage it.

    Deliverability — Total number of emails deployed divided into the total amount successfully delivered.


    Email Campaign — An email designed to accomplish an overall marketing goal.

    Email Client — A computer program used to access and manage a user’s email. Example:,, Outlook

    Email Service Provider (ESP) — A provider of email marketing software and or services. (Ex. Act-On, Jango, SMTP)


    Hard Bounce –A failed delivery due to permanent reasons like invalid email or blocked email address.


    IP Address What is an IP address and what can it reveal about you? | Business Insider


    Open Rate — Total number of emails opened divided by the number of emails delivered.


    Retention List — A list of people who have given permission (opt-in) to receive emails from you.

    Retention vs. Acquisition Email Platforms

    • Retention Email Platforms can be used to deploy Opt-In Emails in order to retain current customers. Companies such as ConstantContact and MailChimp are examples of Retention Email Platforms — perfect for reaching your customer list with Newsletters, Coupons, Updates & other email offers.

    • Acquisition Email Platforms must be used when using a purchased list or Non-Opt-In Emails.® deploys your Non-opt-in emails with Email platforms®, ResponseGenius & ClickBack.

      When sending a purchased list or acquisition emails, liability of proper non-spam usage is entirely on the sending party, not the list supplier or the sending platform.


    Sender Score: — A reputation rating (0-100) for every outgoing mail server IP address. Servers will check score before deciding what to do with your emails.

    Shared IP — An IP address that multiple people send from – least costly.

    SPAM — An unsolicited email or email we did not give permission to receive.

    SPAM Trap — An email address that was once valid that mail servers turn into a trap by not returning a hard bounce. It would not be removed from list, so each time an email is sent the sender is reported as a spammer.

    Soft Bounce — A failed delivery due to temporary issue like full mailbox or server unavailable.


    Whitelist — A list of IP addresses approved to deliver email.