Technology / Email Glossary

Open Proxy: Software that exists on a server that allows the third-party relay of e-mail messages through ports other than port 25.

Open Rate: The number of HTML message recipients who opened your email, usually as a percentage of the total number of emails sent. The open rate is considered a key metric for judging an email campaig . . . View Full Definition

Open Relay: An SMTP email server that allows outsiders to relay email messages that are neither for nor from local users. Often exploited by spammers and hackers.

Opt-In: A specific, pro-active, request by an individual email recipient to have their own email address placed on a specific mailing list. Many list renters and buyers now require list owners to pr . . . View Full Definition

Opt-Out: A specific request to remove an email address from a specific list, or from all lists operated by a single owner. Also, the process of adding an email addresses to lists without the name's p . . . View Full Definition

Outgoing Mail Server: The server that routes email messages to incoming servers on the Internet. Outgoing mail servers are also referred to as SMTP servers. The outgoing mail server at MIT is named outgoing.mit.e . . . View Full Definition

Pass-Along: An email recipient who got your message via forwarding from a subscriber. (Some emails offer 'forward to a friend' in the creative, but the vast majority of pass-alongs happen using email cl . . . View Full Definition

Permission: The implicit approval given when a person actively requests to have their own email address added to a list.

Personalization: A targeting method in which an email message appears to have been created only for a single recipient. Personalization techniques include adding the recipient's name in the subject line or m . . . View Full Definition

Phishing: A form of identity theft in which a scammer uses an authentic-looking email to trick recipients into giving out sensitive personal information, such as credit-card or bank account numbers, S . . . View Full Definition

Plain Text: Text in an email message that includes no formatting code.

POP3: This is a computing standard that enables emails to be retrieved from a remote mailbox. That is, it allows you to collect emails from an account that you have on another computer (called a s . . . View Full Definition

Post Office Protocol (POP): POP (Post Office Protocol) was the recommended method for accessing your mail before IMAP (Internet Message Access Protocol). POP is a basic store and forward mail handling system. When you . . . View Full Definition

Postmaster: The person who manages mail servers at an organization. Usually the one to contact at a particular server/site to get help, information, or to log complaints.

Preferences: Options a user can set to determine how they want to receive your messages, how they want to be addresses, to which email address message should go and which messages they want to receive fr . . . View Full Definition

Pretty Good Privacy (PGP): Software used to encrypt and protect email as it moves from one computer to another and can be used to verify a sender's identity.

Preview Pane: The window in an email client that allows the user to scan message content without actually clicking on the message. See open rate.

Privacy Policy: A clear description of how your company uses the email addresses and other information it gathers via opt-in requests for newsletters, company information or third-party offers or other func . . . View Full Definition

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