Technology / Email Glossary

Landing Page: A Web page viewed after clicking on a link within an email. Also may be called a microsite, splash page, bounce page, or click page.

Linkrot: What happens when links go bad over time, either because a Web site has shut down or a site has stopped supporting a unique landing page provided in an email promotion.

List: The list of email addresses to which you send your message. Can be either your house list or a third-party list that sends your message on your behalf.

List Fatigue: A condition producing diminishing returns from a mailing list whose members are sent too many offers, or too many of the same offers, in too short a period of time.

List Host: See email vendors.

List Hygiene: The act of maintaining a list so that hard bounces and unsubscribed names are removed from mailings. Some list owners also use an email change-of-address service to update old or abandoned e . . . View Full Definition

List Management: How a mailing list is set up, administered and maintained. The list manager has daily responsibility over list operation, including processing subscribes and unsubscribes, bounce management, . . . View Full Definition

List Owner: The organization or individual who has gathered a list of email addresses. Ownership does not necessarily imply 'with permission.'

List Rental: The process in which a publisher or advertiser pays a list owner to send its messages to that list. Usually involves the list owner sending the message's on the advertiser's behalf. (If some . . . View Full Definition

List Sale: The actual purchase of a mailing list along with the rights to mail it directly. Permission can only be 'sold' if the subsequent mailings continue to match the frequency, brand name, content . . . View Full Definition

Machine-Learning Filters: Filters run by machines that determine whether to block email based on algorithms that point to whether the message is likely spam.

Mail Bomb: An orchestrated attempt to shut down a mail server by sending more messages than it can handle in a short period of time. See DOS.

Mail Loop: A communication error between two email servers, usually happening when a misconfigured email triggers an automated response from the recipient server.

Mailing List: A list of email addresses that receive mailings or discussion-group messages.

Mailto: A code to make an email address in either a text or HTML email immediately clickable (mailto:JohnDoe@anywhere.com). When the link is clicked, it usually opens the user's email client and ins . . . View Full Definition

Multi-Part MIME: Also known (confusingly) as an 'email sniffer.' Message format which includes both an HTML and a text-only version in the same message. Most (but not all) email clients receiving messages in . . . View Full Definition

Multipurpose Internet Mail Extension (MIME): An encoding method designed for exchanging binary files over the Internet (particularly via email messages) in a standardized, platform-independent form using a coding scheme called base64. . . . View Full Definition

Nth Name: The act of segmenting a list for a test in which names are pulled from the main list for the test cell by number -- such as every 5th name on the list. See also a/b split.

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