Exam 3

Call to action (CTA)

A phrase written to motivate the reader to take action (sign up for our newsletter, book car hire today, and so on).

Simple Mail Transfer Protocol (SMTP)

A protocol for sending messages from one server to another.

Email service provider (ESP)

A service that helps you design and send emails.

Customer relationship management (CRM)

A strategy for managing a company's interactions with clients and potential clients. It often makes use of technology to automate the sales, marketing, customer service and technical processes of an organisation.

Open rate

The percentage of emails determined as opened out of the total number of emails sent.

Sender ID

A method used by major ISPs to confirm that an email does originate from the domain that it claims to have been sent from.

White list

A list of accepted email addresses that an ISP, a subscriber or other email service provider allows to deliver messages regardless of spam filter settings.

Opt-out

Also known as unsubscribe. The act of removing oneself from a list or lists so that specified information is no longer received via email.

Domain Keys

An email authentication system designed to verify the DNS domain of an email sender and the message integrity.

House list

An email database a company generates itself without purchasing or renting names.

Sender policy framework (SPF)

An extension of SMTP that stops email spammers from forging the 'From' fields in an email.

Domain name system (DNS)

DNS converts a domain name into an IP address.

Soft bounce

The failed delivery of an email due to a deviating reason like an overloaded email inbox or a server failure.

Spam

Email sent to someone who has not requested or given authorisation to receive it

Opt-in

Giving permission for emails to be sent to you.

Database

In email marketing, the database is the list of prospects to which emails are sent. It also contains additional information pertinent to the prospects.

Hard bounce

The failed delivery of email communication due to an undeviating reason like a non-existent address.

Text

Text emails or plain text emails do not contain graphics or any kind of markup.

Double opt-in

The act of getting subscribers to confirm their initial subscription via a follow-up email asking them to validate their address and hence opt-in again.

Internet Service Provider (ISP)

The company providing you access to the Internet, for example, MWEB, AOL, Yahoo.

Unique forwarders

This refers to the number of individuals who forwarded a specific email on.