Resources

The section of a Web page that is visible without scrolling.

When an email recipient is Out of the Office or Away on Vacation, often they set up a reply that automatically sends an email to the sender alerting them to this fact.

The amount of information that can be transmitted over a network such as the Internet in a specific amount of time.

The smallest unit of measuring information on the computer. A single bit can only hold two values, 0 and 1, by combining bits together you can get more information.

Emails that are blocked are not processed through the ISP and are essentially prevented from reaching their addressed destination (and are, therefore, often bounced back).

An email that was attempted to be sent to a particular email address but the message could not be delivered.

This federal law was passed in December 2003 pre-empting the 39 different state laws which gave private right of action to anyone for receiving an unsolicited email. The Federal law states that your email must contain a valid postal address of the sender, a clear and conspicuous unsubscribe link which continues to work for 30 days, and the non deceptive from and subject lines so they relate to whom the email is coming from and what the content is relating to.

The process of clicking through an online advertisement to the advertiser's destination

The average number of click-throughs per hundred ad impressions, expressed as a percentage.

The percentage of visitors who take a desired action.

The cost or cost-equivalent paid per click-through.

Copy refers to the text that you provide in your email.

A database is the software which holds your records or lists. Your database may be in the following forms: MS Excel, ACT!, Saleslogix, Salesforce, GoldMine, Outlook, Outlook Express, Netscape, Sybase, Oracle, and many other forms.

Location of an entity on the Internet.

Double opt-in is when an email is generated to them asking them to click on a link to confirm who they are after they opt-in.

An email built to be sent out to your recipients is defined as an email campaign. Your campaign may be a newsletter or may consist of offers.

The promotion of products or services via email.

Unwanted, unsolicited email.

Email Service Providers are companies like VerticalResponse that provides a service of enabling a user to send permission-based email campaigns to designated users.

The Email Service Provider Coalition (ESPC) was formed to fight spam while protecting the delivery of legitimate email.

Some emails include a “footer”. This is the area at the foot of an email where you might find unsubscribe information.

The main page of a Web site

Email that is formatted using Hypertext Markup Language, as opposed to plain text email.

The header in an email is the part of the email that tells the recipient what servers the email is coming from and what programs are being used to generate this email.

An Internet Service Provider is a company that provides access to the internet. AOL, Yahoo!, MSN, are all considered ISPs.
Link Text The text contained in (and sometimes near) a hyperlink.

The length of time it takes for a page to open completely in the browser window.

The degree to which design, layout and functionality is appealing to prospects and fits the image the organization is trying to portray.

That which facilitates movement from one Web page to another Web page.

A special tag is embedded within the HTML version of an email which keeps a record each time a unique email is opened/viewed.

Email that is explicitly requested by the recipient.

(1) type of program that assumes inclusion unless stated otherwise.
(2) to remove oneself from an opt-out program.

A link to a site outside of your site.

Request to load a single HTML page

Marketing centered around getting customer's consent to receive information from a company.

An ad that displays in a new browser window.

Identifiable information within the email to create more of a one-to-one relationship.

Inappropriate commercial message of extremely low value.

The area in an email where you address your recipient.

The email address of the sender identifying themselves to ensure tracking the server and enhancing security.

An e-mail message that gets to the recipient's mail server but is bounced back undelivered before it gets to the recipient.

The line which comes through to an email recipient’s reader notifying the recipient what the email is about.

An indication that the individual no longer wishes to receive emails from your organization.

Location of a resource on the Internet.

Lists of commercial emailers (including ESPs) who have been approved to send mail through the ISP.