The Email Marketers Dictionary – 40 Must Know Terms

Nov 15 2016


In the marketing industry, there is so much jargon, but we are here to break it down for you. If you are a newbie to email marketing this is a list of some new vocabulary for you to learn.

    1. A/B Testing:

      This is a method of testing two different email campaigns to identify which one is the best performer. The best performing campaign gets sent to the majority of your list. This is also referred to as a split test.

    1. Above the Fold:

      This refers to the part of your email template which is visible without scrolling. The material that is displayed here is considered most valuable. As a best practice place a call to action in your above the fold area.

    1. Acceptance Rate:

      This refers to the percentage of email messages that are accepted by the email server. Keep in mind that just because the email address was accepted by the server does not mean that it will get delivered to the inbox.

    1. Affiliate:
      The term affiliate is used to describe a marketing partner that promotes your products or services under a payment based on results agreement.

    1. Autoresponder:
      An autoresponder is an automated email message. An example of this would be a welcome email which automatically goes out when a user subscribers. Autoresponders can also be used for a series of emails that can be a trigger to go out on specific dates or when certain actions are taken by the user.

    1. Blacklist:
      This is a list that recognizes a sender as a spammer. If you become listed on a blacklist it is hard to get your emails to deliver to the inbox. XVerify offers free blacklist monitoring to send you a notification if you become blacklisted. Go here to claim your free blacklist monitoring account.

    1. Block:
      This is a method in which the ISP/mail server refuses to deliver your content to the recipient. ISPs manage and maintain their own list of IPs or domains that they do not want to allow.

    1. Bounce:
      An email will bounce if it does not get delivered correctly the first time. Emails can bounce for a variety of reasons. The majority of the time is because the email address does not exist, or has been closed. A soft bounce is when the user’s mailbox is full and the message cannot get delivered.

  1. Bulk Folder:
    This is also known as the junk/spam folder. It is a folder that the ISP decides to place incoming mail into if they feel the content might contain spam.

  1. Call To Action:
    The call to action is the action you are trying to get the user to take. For example, if you might write content that says “Click here to access 20% off” the call to action is getting the user to click.

  1. CAN-SPAM Act:
    This is a US law regulating commercial emails. They have specific requirements that you as a sender must follow else you could face some serious consequences. Read more about it here.

  1. Catch-All:
    A way that an email server is configured so that emails addressed to recipients which do not exist get sent to a single mailbox.

  1. Clickthrough Rate:
    The total number of clicks on your email link(s) inside of a campaign.

  1. Confirmed Opt-In:


    could be referred to as double opt-in. It is the process of having the user confirm they did request to sign up for your email list.

  1. Dedicated Server:
    An email server only intended for one sender as opposed to a shared server where multiple senders are sharing the same server.

  1. Deduplication:
    The process of removing identical records. For example, if the same email address appears more than once on your list; deduplication will eliminate the extras and keep the original.

  1. Deliverability:
    To deliver an email to the intended recipients inbox. Deliverability is good if you are getting opens and clicks, deliverability is bad if your messages are getting blocked or hitting the spam filter.

  1. DKIM:
    This is your digital signature. It links your domain name with your email message.

  1. ECOA:
    Email change of address. This is a service that tracks email address changes and updates.

  1. Email Appending:
    Is a way to get more information associated


    a specific email address. It is a service that matches the email address against a database of other connected data pieces.

  1. Email Vendor:
    Also known as email service provider or ESP. It is the tool or service that you use to send out bulk email campaigns.

  1. Hard Bounce:
    This is a return message notification that you have sent an email to an invalid, closed or nonexistent email account.

  1. Hygiene:
    A term that refers to cleaning your list of data. XVerify is the perfect solution for your hygiene needs. You can identify invalid email addresses in milliseconds. Click here to request your free list assessment.

  1. Honey Pot:
    An email address that is designed to catch spammers. Honey pots can be very damaging to your list, this is why it is important to make sure you double opt-in your subscribers.

  1. List fatigue:
    When you have abused sending too many offers or the same offers in a short period of time and you’re getting negative engagement rates.

  1. List Management:
    List management refers to how your mailing list is setup and maintained. Some of the daily requirements are processing subscribes, unsubscribes, bounce management and hygiene.

  1. List Rental:
    When you pay a list owner to send your message to their list.

  1. Open Rate:
    In most cases, this is a percentage of the number of subscribers who opened your email. This is a primary metric for judging the success of your email campaign. You want to have a high open rate for each email that you send.

  1. Opt-out:
    This is a request to be removed from your list.

    1. Phishing:
      An email that is sent which appears to be legitimate, however, it is a scam. A phishing email attempts to get the user to provide sensitive personal information.

  1. Queue:
    When you are sending off your email campaign it does not send off instantly. It has to wait in line based on availability.

  1. Seed Emails:
    Email addresses placed in the list to see what messages are being sent by the sender and to track deliverability.

  1. Segment:
    Segmenting your list is like taking a large list and breaking it down into smaller more relatable lists. Segmenting your data can really help your email campaign by adding personalization. You can segment your list by join date, opens, clicks, gender, etc.

  1. Sender Score:
    Your sender score is the reputation of your mailing IP. Think of a sender score like your credit score. If it is high it is good and if it is low it needs improvement. You should regularly monitor your sender score it could be the reason you have low engagement rates. You can check out your sender score for free with XVerify. Click here to check out your sender score.

  1. SMTP:

    Simple mail transfer protocol. This is the protocol for sending email messages.

  1. Soft bounce:
    When an email cannot be delivered due to temporary issues such as the subscriber’s mailbox is full, or the server is currently unavailable. The email will attempt to get re-delivered but after 72 hours if it still is unable to deliver it will turn into a hard bounce.

  1. Spam:

    Unsolicited commercial emails.

    1. Throttling:
      Regulating how many email messages get sent at a time. If you are sending to a large list you will want to send the messages out gradually else you run the risk of having an ISP kick emails back if you send too many at once.

    1. Unsubscribe:
      When a user requests to be removed from your email list. An unsubscribe is better than a spam complaint.

  1. Whitelist:

    Subscribers can put you on an authorized list of senders which guarantees your message will make it to their inbox instead of hitting spam filters.

Find us on Google Plus Find us on Facebook Follow us On Twitter
1411 McHenry Rd, Suite 228
Buffalo Grove, Illinois

Phone: 1.866.903.9164
© Xverify 2011-2017. A VCN Media Company ® All Rights Reserved.