D

Deduplication (or deduping); the process of removing the identical recipients from an email list.

Delivery rate; the percentage representation of the successfully delivered email messages; with 500 emails sent and 250 emails delivered to recipient’s inboxes, your delivery rate is 50%.

Direct sales email; a commercial message that has only one goal, to generate a purchase or a specific well-defined – immediate – action.

Ddouble opt-in (or DOI); subscription method where the subscriber needs to confirm his intent twice: filling up the the subscription form and clicking a so-called confirmation link included in an instantly delivered confirmation email.

Ddrip campaign; pre-written ongoing email series used to nurture and steer leads towards a desired conversion point.

Dynamic content; the email content changes from one subscriber to the next according to different pre-decided variables or user preferences.

E

Earning per click (or EPC); the average amount earned every single time when someone clicks your affiliate link; if 100 clicks generated a $25 profit, your EPC is 25 cents.

Email client; a desktop application used to receive, read, compose, send and manage electronic mails.

Email harvesting; the process of acquiring and collecting a large number of email addresses using various automated robot programs

Email personalization; common marketing technique used to create individual, tailor-made content based on specific user-related data; e. g. the user’s full name used in the subject line.

ESP (or email service provider); an entity that provides tools and services that enables marketers to send out electronic mails.

F

False positive; occurs when a permission-based legitimate email is incorrectly filtered or blocked as a spam.

H

Hard bounce; an email message returned to the sender due to an invalid recipient address; e. g. non-existent domain name.

Honeypot; a security mechanism used to detect or deflect an unauthorized access or usage. In email marketing is an email address created for one solely purpose: to receive spam; basically is a “spamtrap”.

HTML (or Hypertext Markup Language); a standardized coding language used to create web pages and web applications; the final code is a set of markup symbols – elements and tags – compiled in one file intended for display on a WWW browser page.

Hyperlink (or link); a clickable, usually highlighted text or image used to send or redirect a user to a different page or website.

J

Junk folder (or junk mailbox or spam folder); location created by an mail server or a front-end email program to store spams and unwanted emails.

K

Keyword; a relevant word or phrase that has been defined by the website developer to describe the essential content of a given web page; is used by search engines to locate and categorize webpages that match a given search query.

Key performance indicator (or KPI); metric used to evaluate a certain – quantitative or qualitative, financial, etc – factor which is vital to the success of a given business or strategy.