DELIVERY WATCH E-Mail Deliverability Solutions

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Providing you with the knowledge to get the most out of our deliverability tools

  • Autoresponder An autoresponder is a computer program that automatically answers email sent to it. They can be very simple or quite complex. Autoresponders are often used as email marketing tools, to immediately provide information to their prospective customers and then following-up with them at preset time intervals.
  • Blacklist In Internet terminology, a generic name for a list of e-mail addresses or IP addresses that are originating with known spammers. Individuals and enterprises can use blacklists to filter out unwanted e-mails, as most e-mail applications today have filtering capabilities.
  • Bounce A message that failed delivery and got sent back to the sender. There are numerous reasons for bounces, which are differentiated between hard bounces and soft bounces.
  • Bounce Handling To keep your mailing list vital it is mandatory to sort out email addresses which keep on bouncing. Usually an automatic mechanism is in place which deletes bounced email addresses.
  • Bounce Rate Number of emails that were not delivered, hence returned as undeliverable divided by the total amount of emails sent. In order to receive a percentage number multiply it by 100.
  • Call-to-Action Keywords in written text form or within banners which encourage the prospect to take a desired action on the website or email. For instance, "Click here and save 15% on your order".
  • Commercial whitelist Commercial whitelist are a system by which an internet service provider (ISP) allows someone to bypass spam filters when sending email messages to its subscribers, in return for a prepaid fee, either an annual fee or a per-message fee. A sender can then be more confident that his messages have reached their recipients whithout being blocked, or having links or images stripped out of them, by spam filters. The purpose of commercial whitelists is to allow companies to reliably reach their customers by email.
  • Confirmed Opt-In (COI) Where a user receives a confirmation email without a confirmation link and needs to take no further action to opt-in. If the process is done correctly they should have access to an opt-out mechanism (unsubscribe link) in the confirmation mail and future messages.
  • Control Panel A username and password protected area which allows you to control and maintain your account at an ASP.
  • CPA / Cost-per-Acquisition Cost per Action (CPA) is an online advertising pricing model, where the advertiser pays for each specified action (a purchase, a form submission, and so on) linked to the advertisement.
  • CPC / Cost per click Cost per click is an advertising model used on search engines, advertising networks, and content websites/blogs, where advertisers only pay when a user actually clicks on an ad to visit the advertisers website.
  • CR / Conversion Rate In Internet marketing the conversion rate (CR) is the percentage of unique visitors who take a desired action upon visiting the website. The desired action may be submitting a sales lead, making a purchase, viewing a key page of the site, downloading a white paper, or some other measurable action.
  • CTR / Click-Through Rate Click-through rate (CTR) is a way of measuring the success of an online advertising campaign. A CTR is obtained by dividing the number of users who clicked on an ad on a web page by the number of times the ad was delivered (impressions). For example, if your banner ad was delivered 100 times (impressions delivered) and one person clicked on it (clicks recorded), then the resulting CTR would be 1 percent.
  • Double Opt-In Where a registration is confirmed in a two-step process, so the user registers and then receives an email with a link that they must use to confirm that they want the content. This is to ensure that no person is subscribed by mistake (either malice or error) and acts as a safeguard for senders.
  • Email Filter Email filtering is usually done on the server-side or client side. It's the process of organizing email according to specified criteria.
  • False Positive A false positive occurs when "spam filtering" or "spam blocking" techniques wrongly classify a legitimate email message as spam and, as a result, interefers with its delivery.
  • Hard Bounce A hard bounce means that the email failed to deliver for a permanent reason, such as a non-existent email address. If that is the case the given email address should be removed from your mailing list and no further email should be sent to this address.
  • Headers Email information at the top of every email. The headers contain at least the following information: From - The email address and optionally the name of the sender, To - The email address(es) and optionally name(s) of the message's recipient(s), Subject - A brief summary of the contents of the message, Date - The local time and date when the message was written. Apart of this, the header contains the routing information.
  • IMAP Internet Message Access Protocol. This is a typical method of getting email from a server. Another option is POP.
  • IP Address An Internet Protocol (IP) address is a unique address that certain electronic devices use in order to identify and communicate with each other on a computer network utilizing the Internet Protocol (IP) - in simpler terms, a computer address.
  • ISP An Internet Service Provider (ISP) is a business or organization the provides consumers and businesses access to the Internet and related services.
  • Landing Page In online marketing a landing page, sometimes known as a lead capture page, is the page that appears when a potential customer clicks on an advertisement or a search-engine result link. The page will usually display content that is a logical extension of the advertisement or link, and that is optimized to feature specific keywords or phrases for indexing by search engines.
  • MTA A Mail Transfer Agent (MTA) is a computer program or software agent that transfers electronic mail messages from on computer to another.
  • MX A Mail Exchanger (MX) record is a type of resource record in the Domain Name System (DNS) specifying how Internet email should be routed. MX records point to the servers that should receive an email, and their priority relative to each other.
  • Open Rate The email open rate is a measure primarily used by marketers as an indication of how many people "view" or "open" the email they send out. Open rates are typically measured using an HTML IMG tag embedded in outgoing emails, calling for a small, transparent tracking image. When the client or browser used to display the email requests that image, then an "open" is recorded for that email by the image's host server.
  • Plain Text Format Plain text means that the text has no special formatting of any kind nor HTML elements. Usually this is the best format to send your message in terms of inbox deliverability.
  • POP Post Office Protocol is used to retrieve email from a remote server over a TCP/IP connection. Many subscribers to individual Internet service providers email accounts access their email with client software that uses POP3. Another form to retrieve email is IMAP.
  • Postmaster Postmaster is usually the administrator of a mail server. Any domain that supports SMTP is required to have a valid postmaster email address,
  • Privacy In email marketing, the word privacy refers to that the recipients email address will not be shared with any 3rd party or sold to any 3rd party. Apart of this it is best practice to include a privacy policy for your email opt-in page which explains the collection and use of the information.
  • Receiver The person or organization that handles the receipt of the email and delivery to the desired recipient. This is identified by the domain at the end of the given email address of the recipient. ie.
  • Reverse DNS Reverse DNS lookup (rDNS) is a process to determine the hostname or host associated with a give IP address or host address.
  • ROI / Return-On-Investment Ration between gain and loss on a particular investment. If you invest $1,000 to make a $15,000 you have a positive ROI.
  • Sender A person or an organization who is sending the email. Usually identified by the email address in the "From" line, also in the headers of the email.
  • SenderID SenderID is Microsofts proposed email sender authentication protocol designed to protect against domain spoofing and pishing exploits. The Domain Name System (DNS) maintains SPF records for domains. When an e-mail message is received by the inbound mail server, the server looks up the sending domain's published DNS record and determines whether the sending server's IP address matches the one on record. If the record matches, the e-mail is authenticated and delivered to the recipient; otherwise, the message is either discarded or returned to the sender as bounce e-mail.
  • SMTP Simple Mail Transfer Protocol (SMTP) is de facto standard for email transmissions across the Internet.
  • Soft Bounce A soft bounce occurs when the delivery of the email fails due to a non-permanent reason, such as a full mailbox or unavailable server. If you receive a soft bounce you should try to resend the message again.
  • Spam Unwanted email usually sent without the recipient's permission. (Also see UCE)
  • Spam complaint Is the receipt of a complaint from a recipient who has identified your message as spam.
  • Spamcop SpamCop ( is a free spam reporting service, allowing recipients of unsolicited bulk email (UBE) and unsolicited commercial email (UCE) to report offenses to the senders internet service provider (ISP), and sometimes their web hosts.
  • SPF compliance A monitoring service that determines whether the return path or paths of your sender domain comply with the Sender Policy Framework (SPF). SPF enables the filtering of emails that are not legitimized by a mail server entry and are therefore probably spam.
  • Subject line A brief summary of the contents of the email message. This line should be as descriptive as possible.
  • UCE Email spam, also known as bulk email or junk email is a subset of spam that involves sending nearly identical messages to numerous recipients by email. A common synonym for spam is unsolicited bulk email (UBE). Defintions of spam usually include the aspects that email is unsolicited and sent in bulk. UCE refers specifically to unsolicited commercial email.
  • Unconfirmed Opt-In A new subscriber first gives his/her address to the list software (for instance, on a Web page), but no steps are taken to make sure that this address actually belongs to the person. This can cause e-mail from the mailing list to be considered spam because simple typos of the email address can cause the email to be sent to someone else. Malicious subscriptions are also possible, as are subscriptions that are due to spammers forging email addresses that are sent to the e-mail address used to subscribe to the mailing list.
  • Unique Click Being able to track when someone visits a website URL. Only one visit is tracked even if the person visits the website multiple times.
  • Unsubscribe request If a user on your mailing list decides to no longer wish your email communication. It requires a web-based mechanism by which the user can ask to be removed reliably from an email list.
  • URL Uniform Resource Locator (URL) formerly known as Universal Resource Locator, is a technical, Web-related term used in two disting meanings: 1) In popular usage and many technical documents, it is a synonym for Uniform Resource Identifier (URI); 2) Strictly, the idea of a uniform syntax for global identifiers of network-retrievable documents was the core idea of World Wide Web.
  • Whitelist An email whitelist is a list of domains or IP addresses that the user deems are acceptable to receive email from and should not be sent to the trash folder. Internet service providers (ISPs) have whitelists that they use to filter email to be delivered to their customers. ISPs receive requests from legitimate companies to add them to the ISP whitelist of companies. See also "Commercial whitelist".
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