Technology / Email Glossary

Click-Through Rate (CTR): Total number of clicks on email link(s) divided by the number of emails sent. Includes multiple clicks by a unique user. Some email broadcast vendors or tracking programs define CTR differently.

Co-Registration: Arrangement in which companies collecting registration information from users (email sign-up forms, shopping checkout process, etc.) include a separate box for users to check if they would a . . . View Full Definition

Commercial Email: Email whose purpose, as a whole or in part, is to sell or advertise a product or service or if its purpose is to persuade users to perform an act, such as to purchase a product or click to a . . . View Full Definition

Confirmation: An acknowledgment of a subscription or information request. 'Confirmation' can be either a company statement that the email address was successfully placed on a list, or a subscriber's agree . . . View Full Definition

Confirmed Opt-In: Inexact term that may refer to double-opt-in subscription processes or may refer to email addresses which do not hard bounce back a welcome message. Ask anyone using this term to define it m . . . View Full Definition

Content: All the material in an email message except for the codes showing the delivery route and return-path information. Includes all words, images and links.

Content Filters: Software filters that block email based on words, phrases, or header information within the email itself. The goal is to identify spam and filter to the Bulk or Junk mail folders, although t . . . View Full Definition

Conversion: When an email recipient performs a desired action based on a mailing you have sent. A conversion could be a monetary transaction, such as a purchase made after clicking a link. It could also . . . View Full Definition

CPA: Cost per Action (also can be Acquisition). A method of paying for advertising, or calculating results from non-CPA marketing.

CPC: Cost per Click. A method of paying for advertising. Different from CPA because all you pay for is the click, regardless of what that click does when it gets to your site or landing page.

Cross-Campaign Profiling: A method used to understand how email respondents behave over multiple campaigns.

Cross-Post: To send the same email message to at least two different mailing lists or discussion groups.

Dedicated Server: An email server used by only one sender. A dedicated server often costs more to use because the expense can't be spread among many users, but it performs better than a shared server. Email u . . . View Full Definition

Deduping: The process of removing identical entries from two or more data sets such as mailing lists. AKA merge/purge.

Definable Reply-To Address: When you send an email and the recipient clicks 'reply,' normally the email address that the message was sent from will automatically be used. This feature allows you to specify an address o . . . View Full Definition

Delete: When you delete email it is not immediately erased from the mail server or your local computer. Instead, it is marked for removal. Email marked for removal that has not been purged can be re . . . View Full Definition

Delivered Email: Number of emails sent minus the number of bounces and filtered messages. A highly inexact number because not all receiving ISPs report accurately on which email didn't go through and why not.

Delivery Monitoring: A process, usually using third party tools and techniques, to measure true delivery rates by campaign and ISP. Also tracks the amount and type of email tagged and/or blocked by server and cl . . . View Full Definition

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