Key Terms and Concepts of Direct Email Marketing



Main Key Terms and Concept Of Email Marketing



B2B - Stands for Business to Business. When businesses sell products/services to other businesses and not to consumers.

B2C - Stands for Business to consumers. When businesses sell products/services to consumers.

Call to action - A CTA is a phrase written to motivate the reader to take action. (sign up for our newsletter, book car hire today etc.).

CAN-SPAM - The U.S. law that regulates commercial email. It stands for “Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003.”

Database (Email List) - In direct email marketing, the database is the list of prospects to whom emails are sent. It also contains additional information pertinent to the prospects.

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

Hard bounce - The failed delivery of email communication due to an undeviating reason like a nonexistent address.

House list - An email database that a company generates itself without purchasing or renting names.

HTML -  HyperText Markup Language. HTML emails usually contain graphics and can be interactive.

IP Address - The Internet Protocol (IP) address is a exclusive number, which is used to represent every single computer in a network.

Open rate - The percent of emails determined as opened out of the total number of emails sent.

Opt-in - Give permission for emails to be sent to you.

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.

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.

Sender ID - A method used by major ISPs to confirm that emails do originate from the domain from which it claims to have been sent.

SMTP - Simple Mail Transfer Protocol is a protocol for sending messages from one server to another.

Soft bounce - The failed delivery of an email due to a deviating reason like an overloaded mail box or a server failure.

Spam - Email sent to someone who has not requested to receive it.

SPF - Sender policy framework is an extension of SMTP that stops email spammers from forging the “From” fields in an email.

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

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

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.