Technology / Email Glossary

Delivery Tracking: The process of measuring delivery rates by format, ISP or other factors and delivery failures (bounces, invalid address, server and other errors). An inexact science.

Denial-Of-Service Attack (DOS): An organized effort to disrupt email or Web service by sending more messages or traffic than a server can handle, shutting it down until the messages stop.

Deploy: The act of sending the email campaign after testing.

Dictionary Attack: A type of spam program that bombards a mail server with millions of alphabetically generated email addresses in the hope that some addresses will be guessed correctly.

Digest: A shortened version of an email newsletter which replaces full-length articles with clickable links to the full article at a Web site, often with a brief summary of the contents.

Discussion Group: An email service in which individual members post messages for all group members to read (many to many). In contrast, a newsletter is a 'one to many' broadcast, where comments by members or . . . View Full Definition

Domain: Internet addresses made up for words that correspond to the Internet Protocol (IP) numbers computers use to find each other. Domains always have two or more parts, separated by 'dots'.

Domain Name System (DNS): How computer networks locate Internet domain names and translate them into IP addresses. The domain name is the actual name for an IP address or range of IP addresses. E.g. MarketingSherpa.c . . . View Full Definition

Domainkeys: An anti-spam software application being developed by Yahoo and using a combination of public and private 'keys' to authenticate the sender's domain and reduce the chance that a spammer or ha . . . View Full Definition

Double Opt-In: A process that requires new list joiners to take an action (such as clicking on an emailed link to a personal confirmation page) in order to confirm that they do want to be on the list. Some . . . View Full Definition

Download Message: Allows you to save a copy of an email message to your own computer which will be stored as a distinct text file.

Dynamic Content: Email-newsletter content that changes from one recipient to the next according to a set of predetermined rules or variables, usually according to preferences the user sets when opting in to . . . View Full Definition

E-zine: Another name for email newsletter, adapted from electronic magazine.

Effective Rate: Metric that measures how many of those who opened an email message clicked on a link, usually measured as unique responders divided by unique opens.

Email Address: The combination of a unique user name and a sender domain (JohnDoe@anywhere.com). The email address requires both the user name and the domain name.

Email Address Finder: Service that allows you to search for other people's email addresses by entering their name, address, etc.

Email Append: Process that adds email addresses to postal files by merging files to match the postal address against email information in other files.

Email Change of Address (ECOA): A process that provides updated email addresses for data files based on consumer-provided, permission-based data.

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