Glossary of Email Marketing Terms

A/B testing A/B Testing is a method of comparing two versions of an email against each other to determine which one performs better. It is also known as split testing or bucket testing. You can compare, for example, subject lines, content lenght, colors, images etc. A/B testing is essentially an experiment where two or more versions of the same email are shown to users in random. Statistical analysis is used here to determine which version works better for a given conversion target. Here's how it works - say your list totals 30,000. Instead of sending one version to the whole list - you can A/B test two versions to a small portion of the list - say 5,000 each to a total of 10,000 of the 30,000. Both versions are sent out at the same time. After 24 hours check the results - if there is a clear winner you can pick it to "roll out" to the rest of the list - say 20,000
Acceptance rate The percentage for email messages that are accepted by your recipient's mail servers. (Just because an email is accepted by the mail server does not mean it will arrive in the inbox) This means any email that is accepted was not rejected - or bounced.
Adknowledge Adknowledge allows affiliate marketers to generate extra income from their list of customers. Adknowlege allows you to send email messages targetted by inidividual. Load your list and Adknowlege will match each subscriber with an offer tailored to their specific interests. Adknowledge is an ad network that uses behavioral targeting technology for email marketing, search engine markeing and social advertising. It is the single destination for advertisers that are looking for quality clicks beyond Google or Yahoo. Adknowledge works with an online marketplace that allows advertisers to bid for traffic.
ALT tags An ALT Tag is a line of text that is displayed if an image file cannot be loaded or does not appear.
API An API allows you to connect one app to another. API stands for application programming interface. This is a set of rules and features that exist inside a software program allowing them to interact with one another.
Authentication Authentication is a process used to verify the email senders identity. Authentication is the act of verifying a users identity against a target system. It is used to identify if an email is really sent from the domain name and individual listed as the sender. (Helps to fight spam and spoofing.)
Autoresponder An autoresponder is an email or series of emails that are triggered by an event i.e. a new signup generates a "Welcome" email followed by an educational series of emails. Autoresponders can be just one or an infinite number of emails in a series.
Behavioral email A behavioral email is an email that is based on the actions that your customer does when interacting with your business. A classic example is a "Shopping Cart Abandonment" email that gets triggered when you fill your online shopping cart yet don't purchase. It is used for data driven marketing, a way to customize which email messages a subscriber gets based on how they have behaved in the past. Other examples include triggering an email when you download a product description or click a certain link.
Blacklist Blacklist is a common term used in Email Marketing which is applied to identify spammers based on the IP’s and domains from where they send emails. This information is noted in a list by email servers, which they use to block email from those IP’s or domains to the targeted recipients. This is an effective and largely independent automated basis tool which is essential in maintaining emails. But this system is not perfect and can often flag good senders as bad. The most common blacklists are IP based.
Block When you block someone their messages will automatically be sent to your spam folder. To block a message the sender must be specified.
Bounce A "bounce" is when an email is rejected by the email server of a recipient. Emails that are undeliverable are called bounces. Two types of bounces are Soft Bounce and Hard Bounce. A “Soft Bounce” means a temporary failure due to a full mailbox or an unavailable server, and a “Hard Bounce” denotes a permanent failure due to a non-existent address or a blocking condition by the receiver.
Bounce back A bounce back message is a message that is automatically sent back to the sender reporting that the message could not be delivered and why. Its a way of letting the sender know that something has happened to disrupt the delivery of the email. Typcially the bounce back includes a code that can be used to explain why the email bounced. For example "email box is full"
Bounce rate Bounce rates represent the percentage of sent messages that cannot be delivered to an inbox. Bounce rate indicates an email campaign and a number of messages within it which cannot be delivered. The bounce rate of a specific campaign is calculated by dividing the number of bounced emails by the number of delivered messages. The resulting value is measured as a percentage.
Broadcast The process of sending the same email message to many email recipients. Examples include an email newsletter sent to subscribers or sales promotions sent to the ecommerce customer of a retailer.
Bulk folder This also commonly referred to the "junk folder."This is where questionable email is routed. The bulk mail folder contains spam or incoming messages that are addressed to many recipients.
Call to Action (CTA) CTA is a technique to get subcribers to do something. A CTA is an engaging and persuasive button or link that prospective customers are provoked to click. It is used in email or web marketing and includes advertising material. (ex. click now, respond now, get your free gift etc.)
Campaign An email campaign is commonly referred to as an email blast. A campaign is the process of creating and sending one message to many subscribers at the same time.
CAN-SPAM Act The US law that governs email marketing. It requires several things. 1. A method to allow recipients to opt-out of future emails. 2 Requirest that your full company name and postal address be displayed and 3. Does not include blatantly fradulatent or pornograhpic content. Controlling the Assault of Non-Solicited Pornography and Marketing, a law that sets the rules for commerical email and establishes requirements for commercial messages,
CASL (Canadian Anti-Spam Law) CASL is an act which outlines new requirements and rules for how commerical electronic messages (CEM) are sent. Its key feature requires Canadian and global organizations that send these CEM's within, from, or to Canada to recieve consent from recipients before sending messages. It is Canada's version of the CAN-SPAM Act.
Cinemagraph A cinemagraph is a still photograph created to contain a small moving element while the rest of the image remains perfectly frozen.It is a way of emphasizing certain details.
Click The action of an email recipient clicking on a link - a URL i.e.
Click Through Rate (CTR) CTR is the ratio of users who click on a specific link in your email to the total number of total users who received your email. It is used as one of the main marketing metrics that show the engagment level of your audience.
Click-to-Open Rate CTOR is a term used to define the process of comparing  the number of people that opened an email to the number that actually clicked.The number indicates the effectiveness of the email message, if it created enough interest that the recipient clicked-through to lean more about the content in the email.
Complaint Rate The complaint rate is total number of times that a message was reported as spam, divided by the total number of emails that were sent. Some Email Service Providers add in the number of people who opted out and gave the reason as spam. The complaint rate that is greater than 1 in a thousand tends to hurt email deliverability.
Confidence Level A 95% confidence level using a quantiy of 5,000 attempts - means that 95 times out of 100 you'd receive that result. Generally the higher the number of sample means the higher your confidence level. If you did an A/B test to compare two different offers you'd have a higher confidence level if you ran the test on 10,000 emails vs. 1,000 emails.
Content and Assets Content and Assets section refers to the folder that you can use to store images, PDFs, and word documents. Content refers to any material you use on the web that is of potential value to your customers. This can include marketing emails, blog posts, how-to videos etc. Assets can be any element that can be used to in your content.
Content Library Content library is used to create content that can be used again and again. It is a bank of content that your audience can access once they register with an email address.
Cost per thousand or CPM Cost per thousand is a markeing term that is used to denote the price of 1,000 emails sent. It can also meant cost per 1,000 advertisement impressions on one page. To calculate the cost per thousand, multiply the cost per thousand times the number of thousands of emails you send. If your CPM is $1 and you send 10,000 your cost is $10.00\
cpm CPM is an abbreviation for Cost-per-Thousand. Why M instead of T? M refers to the Latin term for Thousand
CSS CSS is an acronym for Cascading Style Sheets, it is the process of combining several style sheets and resolving conflicts between them. It is designed primarily to enable the separation of document content from document presentation.
Custom Template A custom template refers to an email template that is specifically designed for you to include your logo, colors, font and branding. It echos the look and feel of your webstie and complements all your other online marketing efforts.
Dedicated server A dedicated server is a single computer in a network reserved for a single customer or purpose. For email sending it refers to a server exclusively setup to send your company's email messages. No other company or organization has access to it.
Deliverability Deliverability is also referred to as Inbox Placement. If you have good deliverability your email is placed overwhelmingly in the inbox with few exceptions. Deliverability depends primarily upon whether the recipients of email want to receive it. Other factors affecting deliverability include authentication configuration, how well content is coded and formatted, and the reputation of the sending ips and the domains included within the email.
Delivered This is the number of emails successfully reaching the subscribers inbox. They usually are defined as total volume of mail sent minus any bounced content.
Delivery rate One of the important factors of Email marketing is a Delivery rate which plays important role in Email marketing. It means the percentage of emails that were delivered to recipients’ inboxes, calculated by subtracting hard and soft bounces from the gross number of emails sent, then dividing that number by gross emails sent. You have to set your rate for email success.
DKIM (DomainKeys Identified Mail) DomainKeys Identified Mail (DKIM) refers a protocol that allows an organization to take responsibility for transmitting a email in a way that can be verified by mailbox providers.
Domains Domain name is the location of a website. Domain name is used to identify one or more IP addresses. It is used in URLs to identify respective web pages. A domain name can be the minimum of one character and maximum of sixty-three characters and is input after the protocol in the URL. Domain names are easier to remember than a long series of numbers.
Confirmed Opt-in Confirmed opt in refers to when a user has subscribed to a newsletter or other email marketing message by explicitly requesting it and then confirming the email address to be their own.
Drip Marketing Drip marketing is when there is a steady schedule of email marketing messages that are relevant to the end customer. The goal is to gradually educate and excite the subscriber to take an action such as make a purchase or furhter engage with a website. Autoresponders are a common tool used in drip marketing.
Duplicate Mailing Duplicate Mailing is the process of copying an existing email including the From address, links, and all the HTML in the original Mailing. This allows you to modify a previous mailing with ease into a new mailing to be sent.
Dynamic content Dynamic content refers to email or website content which regularly or constantly changes based on user activities. The site contents are automatically adapted to various pre-defined conditions such as particular user signals. Dynamic content allows websites to be adapted to their visitors so that different users can be able to see different content.
Email analytics This a method to analyze email behavior. It's used by marketers who want more in-depth information about how recipents are interacting with their message. Common metrics used include opens, clicks, as well as further engagement once a client visits a senders website.
Email client It is any software program that allows users to send, recieve, and read email messages, basically a program to manage email. The most commonly known includes Microsoft Outlook. More recently web based email clients offered by Google (Gmail) as well as (offered by Microsoft) have predominated.
Email domain The email domain is the web address that comes after the @ symbol in an email address.
Email harvesting The process of obtaining a large number of email addresses through various methods including theft, purchase, and automated programs. Sending email campaigns to harvested lists leads to poor deliverability and often results in domain blacklisting.
Email Phishing Email phishing is an email message that appears to come from a legitimate institution, which directs you to a fraudelent website in an attempt to gain personallly identifiable information.
Email queue Emails scheduled are placed in a line on an email server which then processes and transmits them at a high rate.
Email shares A numerical count of how many times your emails have been forwarded or posted on social media.
Emoji Email marketing messages can now include small digital images called Emoji. An Emoji is a small digital image or icon that is used to express an idea or emotion in email. The word emoji is made up of Japanese words meaning picture (e) and character (moji).
Engagement Engagement means any interaction of the subscriber with your email. This includes any opens, clicks, forwards, or sharing on social media.
ESP (Email Service Provider) ESP is a company that offers a service of sending email to your customers and subscribers. They provide platforms to send mass emails or transactional (one-at-a time) emais on your behalf.
Footer An area at the end of an email message or newsletter that contains information that doesn’t change from one email to the next, such as contact information,the company’s postal address and the unsubscribe link. These elements are required by the CAN-SPAM law.
Forwards Forwards are emails that have been received by your subscribers and then manually sent by the subscribers to recipients who are not your subscribers.
From address This indicates where the email is coming from and identifies who the sender is. The format is always
From domain The domain that is contained within the from address. For example, the from domain of the from name is
GIFs This is an acronym for Graphic Interchange Format, it is an image file format. You commonly see it described as a GIF file - identifed by extension .GIF.
Global Opt Outs A global opt-out is a feature that email service providers use to allow customers to opt out of all e-mail communication. If they signed up for mulitple email newsletters a global opt-out will remove them from all.
Google Analytics Google Analytics is a web analytics service offered by Google that tracks and reports website traffic by your visitors. Google Analytics can also include email campaigns - what happens on your website as a result of your email campaign. This requires connecting your email service provider with Google Analystics.
Gravestoning The use of an inactive email to trap spam.
Gray Mail Email that you signed up for but that you're no longer interested in receiving. Gray Mail occurs with most marketers and results in elevated spam compliants if the opt-out process is hidden or difficult.
Group Group is a folder within your account where you keep lists or mailings.
Hard Bounce Hard Bounce is an email deliverability term that couldn't be delivered for permanent reasons. It is an e-mail message that has been returned to the sender when the recipient's address is invalid or no longer exists. It can also be the result of typos or syntax errors .
Header Routing and program data at the start of an email message, including the sender's name and email address, originating email server IP address, recipient IP address and any transfers in the process.
Honey Pot A honey pot is a decoy computer system for trapping spammers who harvest email addresses. Blacklist services regard sending to emails harvested as honey pots as proof the sender is a spammer.
House List Your own list of email addresses generated by people signing up on your website or otherwise giving you permission to send email to them.
HTML Email message which contains any type of formatting other than text. It means Hypertext Markup Language. It is a computer language used to create electronic documents that are displayed on the web.
Image Blocking This is a setting where email clients block images for security purposes, allowing only text to show unless a download action is taken. If an image is blocked in an email message the Alt Tag text is then displayed.
Image Library The image library is a repository for images that you can use over and over again, once you uploaded them. An image library is any sufficiently large collection of images subject to basic indexing and search operations. Our service offers an unlimited image library.
Disengaged Disengaged email addresses are people on your email list who haven’t opened or clicked in an extended period of time. Sending to disengaged recipients hurts your email deliverability.
Inactive Inactive recipients are addresses that are marked as a hard bounce or opt out. These addresses are not illegible to receive mail.
Inbox Placement Rate It's a rate based on deliverability and used to determine the percentage of the emails sent that reached the recipients' inbox. It is a mathematical formula for calculating the percentage of emails that reached the recipient’s inbox.” Inbox placement rate can be calculated by using the simple formula: Inbox Placement = Inbox Placement/Total Email Sent
Inbox Preview This is a feature that allows you to see how your email on a variety of popluar email clients before you send it.
IP IP is referred to as the Internet Protocol Address, its a unique address that computing devices use to identify itself. Having an IP address allows a device to communicate with other devices over an IP-based network like the internet.
ISP ISP's in the email world commonly refer to the major recipients of marketing email messages including Google, Yahoo, Mircorsoft, AOL, Comcast, AT&T and other cable providers. They are the gatekeepers between the Email Service Providers and your subscribers.
JPEG JPEG is an image file format recognized by extension .JPEG or .JPG. JPEG files are commonly used for images used in email messages.
Landing page A landing page, sometimes called a destination page, is the web page that visitors arrive at after they click the link included on an email message. It's often a specifically designed page for an email campaign.
List Broker A marketing company that lists or sells contact information for marketing. Most email service providers ban the use of purchased lists since that would constitute spamming.
List Churn List of subscribers that have discontinued their emails or unsubscribed from your email list.
List Engagement Scanner Allows you to identify which subscribers have engaged with any of your email campaigns within a period of time. Useful for culling your list of people who are no longer insterested in receiving your messages.
List Fatigue It is a term that refers to a reduction of responses or interactions and results from email lists. Generally, disengaged subscribers characterize email list fatigue. This is a result of sending too many and/or irrelvant messages.
List Growth Refers to a positive change in the number of people actively subscribing to your list after removing subscribers who've opted out of your list. List growth is a key indicator of your marketing health.
List Hygiene This term descibes the process of maintaining an email subsriber list. This includes taking care of unsubscribe requests and removing email addresses that bounce and updating email addresses. Most email service providers include this automatically.
List Rental This is used in marketing, it's an arrangment where a list of names and addresses of possible customers are rented by one company from another. Permissable use is when the list owner sends the renters message on the renters behalf.
List Segments List segments are exactly what they sound like, you break up your contact lists into smaller segments. You can segment by anyting in your list including domain type, geographic location, gender, or products purchased.
Mailing Volume This is the quantity of email that is sent over a period of time. It represents the total number of emails sent.
Manage lists This is an organized maintenance routine to optimize delivery and response rates. This is keeping the list clean of disengaged emails and dividing your list into segments.
Marketing Automation Is the automation of engaging and adjusting marketing messages based on the end users interactions. Users are messaged differently and shown different content so as to optimize revenue and keep the subsriber engaged for the long run.
MIME (Multi-Purpose Internet Mail Extensions) Is a format that displays either HTML or text to the recipient depending upon the recipients email clients settings. If the client only allows text - they will see text. If they allow HTML then that is presented.
Open When an email subscriber clicks on her email client to open the email this counts as an open. An invisible tracking pixel - a tiny image - is fired when the email is opened - enabling the opened email to be tracked.
Openers Openers are all of the individual recipients in an email campaign who have opened the campaigns email one or more times. Each individual is counted one time.
Opens Opens are the total number of opened emails within a campaign. Each open is counted, even if an individual has opened an email more than once.
Opt-in Box These are the sign-up boxes located on a website where a subscriber provides their email address. Additional fields can include name, phone number, and product interest.
Opt-in Rate This refers to the percentage of site visitors who subscribe to your email list.
Opt-out link Included in email marketing messages to comply with the CAN-SPAM Act requirements. This provides a way for a subscriber to stop receiving further email messages.
Overage In email marketing overage refers to sending more emails than your plan provides with. Additional charges may apply.
Permission Permission in email marketing refers to allowing an email marketer to send email marketing messages. Consumers rightly assume this priviledge will not be abused. If marketers abuse permission, consumers react by marking further emails as spam.
Personalization The practice of writing an email to make the recipient feel that it is more personal and was sent with him or her in mind. This might include using the recipient’s name in the salutation or subject line, referring to previous purchases or correspondence, or offering recommendations based on previous buying patterns.
Plain text Plain Text is simple text, with no formatting options such as italics, bold, underlines, or special layout options. It is used in an email that only of text without any HTML coding, no formatting, no links, and no images.
PNG PNG (Portable Network Graphics) is a file format for image compression that does not lose any detail when the image is compressed (lossless).
Preference Center Preference centers allow subscribers to manage what email messages they receive from a marketer. Especially useful for marketers with multiple email newsletters.
Pre-header text A Pre-header is the short summary text that comes after the subject line when an email is viewed in your inbox. It used to give your recipient a taste. It gives two elements that they use to decide whether or not to open your campaign
Preview Pane A section of the message that is seen before a user opens the full email. Optimizing this can improve open rates.
Privacy Policy Is a publicly declared policy available on a companies website that describes how the company manages customer data and what steps a customer can take to modify or remove the data.
Promotions tab A tab or folder in a users Gmail account where Gmail places promotional offers and marketing emails. Gmail bases this placement on individual user actions and sender reputations.
Re-engagement campaign An email campaign sent to non-responsive email addresses that is designed to re-start their engagement with the marketers email messages.
Rendering How an email displays on an email client when a recipient opens the email message.
Resend To send an email marketing message again to the same subscribers. Highly risky - this can lead to a spike in spam complaints resulting in poor deliverability and sender reputation.
Responsive design Email designed to be responsive is coded to optimally display regardless of device - desktop, tablet, or mobile.
Responsive template An email template built on responsive design principles
Retention Retention email campaigns are campaigns to a marketer's own customers. Often used in constrast to an email list rental campaign wihich is a campaign sent on behalf of the marketer to another brands customers.
Revenue per email sent A measure of your total revenue which was generated divided by the number of email addresses that recieved email.
Schedule and Send The act of selecting a future date and time that a marketers email program will send the campaign out automatically. Once the campaign is scheduled no further action is required of the marketer - the email service provider will send out the campaign as requested.
Scheduled An email campaign that is waiting to be sent at a future date and time by the email marketing program.
Scraping The process of copying email addresses from websites in order to build an email list to send spam to.
Seed list A small list of email addresses that are used to send test email campaigns. Usually seed addresses are fullly accessible to the marketer so she can review the email's performance.
Segmentation Dividing your email list to better target your email campaigns. Common segmentation elements are geographic, interest categories, purchasing behavior, demographics and more for the purpose of targeting specific email campaigns to the .The goal is to select audiences most likely to respond to your message or offer
Sender Score This is a service that grades the reputation of outgoing mail servers on a scale of 0 to 100. A higher score indicates a more trustworthy sender. It is compiled through a trusted cooperative of networks who simplify the data they have and determine your reputation.
Sending domain A sending domain is a domain that is used to indicate who an email is from. The reputation of the sending domain is a significant factor used to decide upon inbox placement.
Sending list An email list that is used in an email marketing campaign.
Sent Number of email names attempted to be transmitted in a campaign. Does not reflect how many were delivered, how many were bounced, or viewed by recipients.
Signup form This form is essential if a website offers a newsletter for updates they want to let frequent visitors know. The sign up list allows a visitor to sign up for something on a website. It is a embedded or hosted web form that you place on your page.
Uncomfirmed opt-in Unconfirmed Opt-In is when a user only needs to submit their email address to a signup form one time. There is no need to confirm their sign up. As soon as the user signs up, they are immediately added to the email list and can be immediately messaged.
SMTP Simple Mail Transfer Protocol moves your email on and across networks. Your email uses SMTP to send a message to the server and the mail server uses SMTP to realy that message to the correct receiving mail server.
Social Media Sharing Social Media Sharing is a process where your email campaign is sent simultatneously to your email list and is also posted to social networks including Facebook and or Twitter.
Soft Bounce Soft bounce is an e-mail message sent to a working email address that gets as far as the recipient's mail server but is bounced back undelivered because of a temporary error. A soft bounce might occur because the recipient's inbox is full or because of content issues. Soft bounces are most often returned with a code explaining the reason why the email was transmitted.
Spam checker tool This feature analyzes the content of your email to see if anything in your email would be considered spam in other programs. The tool looks at the text, images, domains, and HTML code.
Spam complaints A spam complaint occurs when a recipient clicks on the ‘report spam’ button in their email program. If their ISP has what's called a Feedback Loop (FBL), that action is passed back to us, and is opted-out of in your account. Our service also counts people who opt-out and give the reason of "spam" as a spam complaint.
Spam trap Spam traps are email addresses that are never used for legitimate mail but are placed around the internet to be picked up by scrapers. Spam traps are able to detect spam, track where it has come from, and block that IP address for future.
Spammer A person or entity that is sending unsolicited email or text to a large number of recipients.
Statistical relevance The likelihood that a relationship between two or more variables is caused by something other than random chance.
subscriber value A formula that is used to calculate how much each subsriber is worth to you. A similar term is lifetime value which is based on the customer not the specific email address they use.
Subscription form A subscription form is a blank entry space in the site containing some basic fields such as email address, name, telephone number, etc for entering information of an individual. A good form provides marketers with detailed information that allows the marketer to taget the end user.
suppression file Another term for suppression list
Suppression list Is a list of email addresses that are used to stop a message from going out to a particular email campaign. A suppression list can be temporary ie. suppress customers who already purchased a product - or a suppression list can be permanent - subscribers who've opted-out.
Survey builder Survey Builder is a tool which allows you to create an online survey that you can send to your customers as an email campaign. You can use yes/no, multiple-choice or open ended questions and find out individual responses as well as summarized statistics for all of the respondents.
Surveys Surveys are a systematic way of collecting, recording, analyzing, and interpreting of the data about existing products or services in the market. Generally, surveys are done in accordance with the needs, opinions, and expectations of the consumers asking or raising some relevant questions.
Tag Is a way of updating email addresses on the fly with new information. For example customers who've just bought product Y can be tagged.
Targeting Targeting means selecting email addresses of your customer that are most likely to respond to your offer. The best targetting selects customers who've inquired or purchased similar products frequently and very recently. Email marketers also include people who are highly engaged with their email.
Template In Email marketing, a template is online stationary that has built in colors, fonts, and formatting. A marketer can add images, text, and links too.
Test email An email campaign sent to a small list in order for the sender to view how the email renders and to see the inbox placement in various ISP's
text The words contained in the message of the email campaign.
Thank you page A thank you page is a web page where subsribers are redirected immediatly after they filled out a form or after they completed a purchase. The thank you page communicates the next step for the subscriber and is used to record the sale or form completion.
Throttling Email throttlinsg is controlling the amount of email messages sent to one ISP or remote server at one time.It is basically a process of slowing down emails that you send out.
Tracked Links Tracked links are links within your email campaign that are assigned a tracking link that a subscriber briefly visits before landing on the tracked link. Our service counts the number of visits to those links within a campaign.
Transactional emails Transactional emails are emails sent based on a specific action of a customer or prospect. Typical examples include account signups, password resets, or order confirmations.
transient block A temporary block - which is categorized as a soft bounce. Typically used by ISP's to tell you that the email campaign being sent is above the threshold for spam complaints
Triggered Emails These allow marketers to automatically send messages that are timely, personalized, and relevant to the person. Triggered emails are exactly what they sound like, emails that are triggered based on a customer's behavior or profile.
UCE (unsolicited commercial email) It is a legal term that refers to an electronic promotional message sent to a consumer without the consumers prior request or consent which is sent for commerical gain.
Unique Openers All individuals who've opened one or more emails in one email campaign. Each individual is counted just once - even if they opened the email multiple times.
Unique clicks All individuals who have clicked on a specific tracked link in an email campaign. Each individual is counted just once - even if they've clicked on the email multple times.
Unsubscribe This is to remove oneself from an email list. They either click a link that says unsubscribe or send an email stating they no longer wish to recieve emails. This process is also known as opting-out.
Upload Transferring a file from one program to another program. Most common uses are to uploading a list or mailing. Uploading means you add these to your email marketing program.
URL Another way of describing a website name or websited address, Uniform Resource Locator, this is the address of a specific Web site or file on the internet. It is used to produce hyperlinks on websites, it also allows users to send an email by clicking on it without having to copy it, and enter it into an email client.
White List IP addresses and/or domains that have been judged trustworthy by internet service providers
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