Technology / Email Glossary

A-B Split: Refers to a test situation in which a list is split into two pieces with every other name being sent one specific creative, and vice versa.

Above The Fold: The part of an email message or Web page that is visible without scrolling. Material in this area is considered more valuable because the reader sees it first. Refers to a printing term for . . . View Full Definition

Accreditation-Based Systems: Third-party whitelist programs that certify senders to convince ISPs that those using the systems are legitimate mailers who should not be blocked. Examples include: Bonded Sender from Retur . . . View Full Definition

Acquisition Cost: In email marketing, the cost to generate one lead, newsletter subscriber or customer in an individual email campaign; typically, the total campaign expense divided by the number of leads, su . . . View Full Definition

Ad Swap: An exchange between two publishers in which each agrees to run the other's comparably valued ad at no charge. Value is determined by rate card, placement, size of list, quality of list, name . . . View Full Definition

Affiliate: A marketing partner that promotes your products or services under a payment-on-results agreement.

Affirmative Consent: An active request by a reader or subscriber to receive advertising or promotional information, newsletters, etc. Generally affirmative consent does not included the following -- failing to u . . . View Full Definition

Alert: Email message that notifies subscribers of an event or special price.

Application Program Interface (API): How a program (application) accesses another to transmit data. A client may have an API connection to load database information to an email vendor automatically and receive data back from the email.

Application Service Provider (ASP): Company that provides a Web-based service. Clients don't have to install software on their own computers; all tasks are performed on (hosted on) the ASP's servers.

Attachment: A text, video, graphic, PDF or sound file that accompanies an email message but is not included in the message itself. Attachments are not a good way to send email newsletters because many I . . . View Full Definition

Attachments: These are files which you can send along with your email, for example, graphics files, word processing documents, spreadsheets, etc. Any file you want to send along with your email. Most fre . . . View Full Definition

Authentication: An automated process that verifies an email sender's identity.

Autoresponder: Automated email message-sending capability, such as a welcome message sent to all new subscribers the minute they join a list. May be triggered by joins, unsubscribes, all email sent to a pa . . . View Full Definition

Bayesian Filter: An anti-spam program that evaluates header and content of incoming email messages to determine the probability that it is spam. Bayesian filters assign point values to items that appear freq . . . View Full Definition

Blackhole: Term describing what happens to email that is blocked without a bounce response to the sender.

Blacklist: A list developed by anyone receiving email, or processing email on its way to the recipient, or interested third-parties, that includes domains or IP addresses of any emailers suspected of s . . . View Full Definition

Blacklist - Private: A list of IP addresses believed to send spam, compiled by an ISP based on user complaints, mail sent to spam trap addresses, and 'unknown user' rates. Each receiving ISP uses its own private . . . View Full Definition

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