Technology / Email Glossary

Email Client: The software recipients use to read email, such as Outlook Express or Lotus Notes.

Email Delivery Rates: The percentage of email that gets delivered as intended; compiled from seedlist-based monitoring services and SMTP log files.

Email Domain: Aka Domain. The portion of the email address to the right of the @ sign. Useful as an email address hygiene tool (e.g. identify all records where the consumer entered 'name@aol' as their ema . . . View Full Definition

Email Filter: A software tool that categorizes, sorts or blocks incoming email, based either on the sender, the email header or message content. Filters may be applied at the recipient's level, at the ema . . . View Full Definition

Email Friendly Name: The portion of the email address that is displayed in most, though not all, email readers in place of, or in addition to, the email address.

Email Harvesting: An automated process in which a robot program searches Web pages or other Internet destinations for email addresses. The program collects the address into a database, which frequently gets r . . . View Full Definition

Email Newsletter: Content distributed to subscribers by email, on a regular schedule. Content is seen as valued editorial in and of itself rather than primarily a commercial message with a sales offer. See ezine.

Email Prefix: The portion of the email address to the left of the @ sign.

Email Vendor: Another name for an email broadcast service provider, a company that sends bulk (volume) email on behalf of their clients. Also email service provider (ESP).

Enhanced Whitelist: A super-whitelist maintained by AOL for bulk emailers who meet strict delivery standards, including fewer than 1 spam complaint for every 1,000 email messages. Emailers on the enhanced white . . . View Full Definition

ESP: An Email Service Provider is a company that sends and manages email campaigns for other companies as a hosted service.

Event Triggered Email: Pre-programmed messages sent automatically based on an event such as a date or anniversary.

False Negative: When spam filtering devices fail to detect spam and allow it to be delivered.

False Positive: A legitimate message mistakenly rejected or filtered as spam, either by an ISP or a recipient's anti-spam program. The more stringent an anti-spam program, the higher the false-positive rate.

Filters: Filters automatically move incoming emails into separate folders according to criteria that you specify. These criteria may be based on who the email is from, the priority, the subject, the . . . View Full Definition

Firewall: A program or set of programs designed to keep unauthorized users or messages from accessing a private network. The firewall usually has rules or protocols that authorize or prohibit outside . . . View Full Definition

Footer: An area at the end of an email message or newsletter that contains information that doesn't change from one edition to the next, such as contact information, the company's postal address or . . . View Full Definition

Forward: The process in which email recipients send your message to people they know, either because they think their friends will be interested in your message or because you offer incentives to for . . . View Full Definition

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