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Glossary of Email Newsletter Terms
prepared by the Email Newsletter Resource Center

Our staff at the Email Newsletter Resource Center compiled the following definitions of common terms used by email publishers and advertisers. If you have questions about these terms, or if you would like to add some terms, please send an email to the Email Newsletter Rescource Center Staff (ENRC (at) marketwise (dot) net.

60/40 split
A 60/40 split in email newsletters refers to the recommended distribution of amount of content versus amount of advertisements in an email newsletter.

A/B split tests
In internet marketing, an A/B split tests is testing process by which more than one component of a web site may be tested in a live environment. In a split test, the A represents one version of the page, which company’s test against a second B version of the page.

AdWatcher is a click fraud management and ad tracking tool.

Application Program Interface (API)
API refers to how electronic program or application accesses another to transmit or exchange data. A desk top computer may have an API connection to load database information to an email vendor automatically and receive data back from the email.

An auto-responder is a program that responds to an e-mail or other inquiry without human intervention. In email marketing, companies use auto-responders to send responses to completed forms.

A blacklist is a database of known internet addresses (or IP's) used by persons or companies sending spam. These lists may also contain the Spam sender's (Internet Service Provider). Many ISP's subscribe to these blacklist databases in order to filter out spam sent across their network or to their subscribers.

A bounce email is electronic mail that is returned to the sender because it cannot be delivered for some reason . There are a number of causes for bounces: server errors, use of an invalid or inactive e-mail address, recipient's mailbox is full, etc.

Bounce Rate
Bounce Rate is the ratio of electronic mail returned to the sender compared to the number of emails sent. The number of returned emails/number of emails sent ratio (can be multiplied by 100 to express the result as a percentage).

Branded E-newsletter
A branded e-newsletter is an email newsletter that carries the sponsor company's name. The author of this type of e-newsletter is usually a third-party publisher.

An email campaign is one or more email broadcasts sent to a list of recipients who have opted-in to the list. The email campaign can include newsletter, promotion, announcement, etc. Ideally senders can immediately track and analyze the results for future email marketing communications.

Campaign Management
Campaign management is the process a company uses to plan, produce, distribute and measure the results of an email marketing campaigns. The phases typically include: developing the campaign's concept, preparing the campaign's list, writing, designing, editing, testing, sending campaign's email(s) and analyzing the campaign's results.

The Can Spam Act is a commonly used name for the United States Federal law more formally known as S. 877 or the "Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003." This law took effect on January 1, 2004. The Can Spam Act allows courts to set damages of up to $2 million when spammers break the law.

Click Fraud involves sending fraudulent clicks to a PPC listing. Criminals can artificially generate the clicks by manual clicking or by using automated technology (bots). The criminal's intent is to raise money for the site hosting, ad space, or to financially hurt the advertiser.

CTR is the percent of individuals viewing a Web page who click on a specific banner ad appearing on the page.

Constant Contact
Constant Contact is an email marketing software that makes it easy to create professional HTML email campaigns with no tech skills.

Confirmed Opt-In
Confirmed Opt-In (COI) is the process of new subscriber requesting a subscription to a mailing list, but unlike unconfirmed opt-in, a confirmation e-mail is sent to verify it was really them.

Conversion Rate
Conversion Rate in email marketing is the percentage of recipients of an email who take the marketer's desired action. The desired action can be purchasing a product or furnishing contact information. The ratio is calculated by dividing the number of recipients by the number of actions, which can be multiplied by 100 to express the result as a percentage.

Co-registration is the process where a company, on its own subscription or membership registration forms, offers subscriptions, memberships or leads to another organization.

Cost Per Action (CPA)
Cost Per Action (CPA, also called Pay Per Action or PPA) is an Internet advertising model where the advertiser pays for each specified action (a purchase, a form submission, etc.) linked to the advertisement. The action could be making a purchase, signing up for a newsletter, or asking for a follow-up call. Many affiliate programs use the CPA model.

CPM is an advertising model that charges advertisers every time an ad is displayed to a user, whether the user clicks on the ad or not. The fee is based on every 1,000 ad impressions (M is the Roman numeral for 1,000).

CRM refers to Customer Relationship Management can also apply to managing contacts with prospective customers.

Creative in Internet Marketing refers to the content and design and the marketing message (the email and associated landing page).

CTR measures the rate at which recipients click on links in an e-mail message or online ad.

Delivered E-Mail
Delivered email is the net result of subtracting the number of bounced or filtered emails from the total emails sent. This number is rarely exact since many distributors (ISP's or ESP's) lack accurate data on which emails do not reach the final recipient.

Digest Newsletter
Digest Newsletter is a newsletter containing headlines or summaries of articles with hyperlinks to the full stories on Web site pages (e.g., landing pages).

Domain Name System (DNS)
Domain Name System (DNS) is the International database system that translates IP addresses into domain names.

Double Opt-in
Double opt-in is the recommend process of adding individuals to an email list. With this practice, new subscribers are not automatically added to an email list after the first request. When individuals request to subscribe to the list, the sender's system automatically sends a confirming email message. Unless new subscribers confirm their intent by clicking on a link in the confirming email, they are not added to the list.

Dynamic Content
Dynamic Content for email newsletters refers to a database-type system that changes the content in each e-newsletter based on the interest or needs of the recipient.

Editorial Calendar
An editorial calendar is a listing of the content theme for e-newsletters several issues in advance. The editorial calendar shows the schedule for the planned content.

Email Client
An e mail client is the application used to send and receive e-mail. The term “client” refers to the client-server architecture used by email systems. Senders use the email client to compose email and then the client sends email to the server, which routes it to the email address specified in the client. Recipients retrieve the delivered with aid of their email clients.

E-newsletter is short for email newsletter.

Email Newsletter
An email newsletter (also called e-newsletter or ezine) is a newsletter sent to subscriber list via email.

Email Platform
An email platform is the underlying computer system or network that hosts the advanced email solutions.

Email Service Provider
An email service provider (ESP), also called an email-vendor, offers email marketing or bulk email services to legitimate email senders (not SPAM senders).

Epub is short for electronic-publication is a free and open standard by the International Digital Publishing Forum.

Exact Target
ExactTarget is an on-demand email marketing and one-to-one digital communication platform. Read our review of Exact Target

Exclusive Rights
Exclusive Rights is a term used in copyright law, which identify owner of a work with the singular authority to authorize the reprinting of the work.

Ezine is short for email newsletter.

FaceBook is a free-access social networking web site that is operated and privately owned by FaceBook, Inc.

False Positive
False Positive in Internet marketing happens when an ISP or the recipient's anti-SPAM program mistakenly rejects a legitimate opt-in email message. The more stringent the anti-SPAM program, the higher the false-positive rate.

A footer in e-newsletters is a design element at the bottom of a newsletter that names the owner of the publication and provides opt-out information for subscribers to request removal from an e-newsletter list.

Forward to a Friend
“Forward to a Friend” (also called FTAF) gives e-newsletter recipients the ability to forward copies to others. This technology maybe replaced by “Share with your Network” (SWYN) as more people transfer their communication to social media networks.

Genoo is web-based marketing automation provide a comprehensive lead management and nurturing solution for B2B and B2C companies. Read our review of Genoo.

Google Alert
A Google Alert is a notification service offered by Google. Individuals register for these alerts related to top 10 links appearing in Google News, Web, Video or Groups that match the registrant's keywords of interest. When a news item matches the registrant's keyword phrase, Google sends a notifying email or gets an update through an RSS feed.

Hosted Tracking Software
Hosted tracking software is software hosted on a third-party's system rather than the individual Web site.

House List
An Email House list is a list of email addresses developed by the company's own marketing efforts, rather than a rented email list from a third-party.

HTML Email
HTML Format Email is email designed in Hypertext Markup Language for enhanced graphic viewing as opposed to plain text.

HyperTracker is a hosted system for tracking and monitoring the results of a company's online advertising campaigns. Read our review of HyperTracker.

icontact is a hosted email marketing solution. See our review of icontact.

Keywords are the words in phrases searchers use when they are searching for information or products on a search engine.

Landing Page
The Landing Page is a page on a Web site connected to an online advertisement or natural search listing. When visitors click on the connecting link, they land on this page. To maximize results, companies with the best landing pages design the highly relevant content and a strong "call to action".

LinkedIn is an online social networking tool that helps individuals build and maintain professional connections. Read our information on using LinkedIn to build email lists.

Opt-in refers to the action of an individual agreeing to receive emails from a particular company or group by subscribing to an email list.

Opt-out refers to the action of an individual declining an offer to be added to an email list.

Pass Along Rate
A pass along rate is the percentage of people who pass on an email message or e-newsletter.

Pay-Per-Click (PPC) is an online advertising model where advertisers only pay when viewers click on their advertisement or sponsored link.

Permission-Based E-Mail
Permission-based e-mail is email sent to recipients who have consented to receive email from a sender by subscribing to the sender's list.

Phishing is the fraudulent activity of sending email that falsely claims to be from a legitimate organization to dupe the recipient into providing sensitive information.

see pay-per-click definition

Rate Card
A Rate card is a set of published rates and available ad space for an email newsletter.

Repurposing Content
Repurposing Content is the process of taking content developed for one purpose and repacking it for a second use (for example a Webinar's content could become the basic content for a Whitepaper).

Resource Box
Resource Box is the box at the end of an e-newsletter article that describes the background of the author with additional information links to the author's company.

Return On Investment (ROI)
Rate on Investment (ROI) is a performance measurement used to evaluate the financial results from a particular marketing campaign. To calculate the ROI, company’s divide the benefit (results) of marketing program by the cost of run the campaign and deliver the final product. This result is expressed as a percentage or a ratio.

Search Engine Optimization (SEO)
Search Engine Optimization (SEO) is the set of activities related to getting a specific Web page highly ranked on a search engine for a specific keyword.

Search Engine Marketing (SEM)
Search Engine Marketing (SEM) is the process of increasing relevant traffic to a Web site through paid listings (PPC) or through improving organic rankings (SEO).

See the forward to a friend definition

Sender ID
Sender ID is a protocol used in an electronic transmission to identify the sender.

Sender Policy Framework (SPF)
The Sender ID Framework is an e-mail authentication technology protocol established to address the problems of spoofing and phishing. The process verifies the domain name from which e-mail is sent with the Internet address assigned to the domain name.

Share with Your Network
Share with Your Network enables e-newsletter recipients to share an article (or the entire ezine) with friends through social media (e.g., Twitter, FaceBook, etc.)

Simple Mail Transfer Protocol (SMTP)
Simple Mail Transfer Protocol is the Internet standard for transmitting electronic mail across Internet Protocol networks.

SlideShare is an online system to share publicly or privately PowerPoint presentations (read our SlideShare Review).

SPAM is the abusive practice of sending bulk unsolicited messages through electronic delivery systems especially email programs.

SPF Record
SPF is an open standard created to stop SPAMMERS from forging the "FROM address" in an email. SPF helps mail servers distinguish forgeries from real mail by making it possible for a domain owner to say, "I only send mail from these machines."

Spoofing is method of impersonating another person or computer, usually by providing a false email name, URL or IP address.

Suppression File
The CAN SPAM Act of 2003 requires email senders to maintain a Suppression File. Senders must use the file to ensure that email recipients, who have opted-out, do not receive any further emails from the sender.

The term template when used in the context email newsletters refers to a pre-designed newsletter with easy-to-change content and graphics. Small businesses without in-house graphics teams can use templates to send professional-looking e-newsletters.

Text Format Email
ext Format Email - is email sent in basic text, which viewers can read in their emails systems without downloading graphics.

Third Party Email System
See email service provider definition.

Unsubscribe is the process of a email newsletter requesting removal from the distribution list.

Uniform Resource Locator (URL)
A Uniform Resource Locator (URL) is universal address for resources on the Internet, which is most commonly used for Web sites.

Vertical Response
VerticalResponse is online service provider for email and direct mail (postcard) campaigns. See our review of Vertical Response.

A White list is a list approved senders developed by recipients. Whitelisting allows email newsletter subscribers to add sending company's email address to a list of sites NOT to be filtered.

Definitions compile by the staff of the Email Newsletter Resource Center.

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email newsletter ebook


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