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Applications as a Service: Known in the cloud as Software as a Service (SaaS), is a model of software development wherein an application is hosted by a service provider in the Internet cloud for customers to use.

Above the fold: The part of an email message or Web page that is visible without scrolling. Material in this area is considered more valuable because the reader sees it first. Refers to a printing term for the top half of a newspaper above the fold. Unlike a newspaper, email and Web page fold locations aren't predictable. Your fold may be affected by the users' preview pane, monitor-size, monitor resolution, any headers placed by email programs such as Hotmail, etc.

API : (Application Program Interface) is a program or application that accesses another program in order to transmit data. A customer can have an API connection to load information from a database into an email delivering system and, in turn, receive data from that same system.

ASP: (Application Service Provider) companies that provide web-based services. Customers are not required to install any software on their computers, because all tasks are carried out on an ASP server.

A/B Test: a division used to create a test in which a list is proportionally divided and where different types of emails are sent. The response rate determines the type of email needed to be sent.

Acquisition cost: In email marketing, the cost to generate one lead, newsletter subscriber or customer in an individual email campaign; typically, the total campaign expense divided by the number of leads, subscribers or customers it produced.

Affirmative consent: An active request by a reader or subscriber to receive advertising or promotional information, newsletters, etc. Generally affirmative consent does not included the following -- failing to uncheck a pre-checked box on a Web form, entering a business relationship with an organization without being asked for separate permission to be sent specific types of email, opt-out.

Authentication: is used to establish identification and association by reputation of delivery using domains or reputable service providers. When an email is not authenticated, bypassing the Spam Filters becomes more difficult and the unidentified email does not reach the inbox.

Autoresponder: Automated email message-sending capability, such as a welcome message sent to all new subscribers the minute they join a list. May be triggered by joins, unsubscribes, all email sent to a particular mailbox. May be more than a single message; can be a series of date or event-triggered emails.

Attachment: a video, PDF or any other type of document sent along with an email but not included in the body of text..

Authentication cryptology: method used by a password-based domain technology whereby a password couplet is generated by email senders (one part is DNS and the other, the head of the message). Mailbox providers request DNS to assure the password signature in the heading matches the DNS key.

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Blacklists: a list of IP addresses or domains deemed as Spam (unsolicited email) sources.

Blog: a regularly updated website wherein texts or articles of one or more authors are shown in a reverse-chronological order, meaning the first one is the latest one. Authors reserve the right to post works they consider pertinent.

Block: A refusal by an ISP or mail server not to forward your email message to the recipient. Many ISPs block email from IP addresses or domains that have been reported to send spam or viruses or have content that violates email policy or spam filters.

Bulk folder (also junk folder): Where many email clients send messages that appear to be from spammers or contain spam or are from any sender who's not in the recipient's address book or contact list. Some clients allow the recipient to override the system's settings and direct that mail from a suspect sender be sent directly to the inbox. E.g., Yahoo!Mail gives recipients a button marked “Not Spam” on every message in the bulk folder.

B-to-B: Business-to-business (also B2B).

B-to-C: Business-to-consumer (also B2C).

Bounce Message: an email message that did not arrive at its destination. There are multiple reasons that cause emails to bounce, such as full inboxes, closed accounts, or bounces due to content.

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Call for Action: an email message link that encourages consumers to carry out certain actions previously determined by the sender. This action includes clicking, downloading a document, confirming or buying something.

Clicking Index: it is more important than Opening Index. It measures clicking patterns on a determined link displayed in an email. These links generally take you to a subscription, an Internet page, or to download a type of file.

CAN-SPAM: Popular name for the U.S. law regulating commercial email (Full name: Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003)

Catch-all: An email server function that forwards all questionable email to a single mailbox. The catch-all should be monitored regularly to find misdirected questions, unsubscribes or other genuine live email.

Cell: Aka Test cell or version. A segment of your list that receives different treatment specifically to see how it responds versus the control (regular treatment.)

Cloud Computing: a technology used to access services offered in the Internet cloud. Everything an informatics system has to offer is provided as a service, so users can access these services available in the “Internet cloud” without having any previous know-how (or at least not as an expert) on managing the resources involved.

Click-through & click-through tracking: When a hotlink is included in an email, a click-through occurs when a recipient clicks on the link. Click-through tracking refers to the data collected about each click-through link, such as how many people clicked it, how many clicks resulted in desired actions such as sales, forwards or subscriptions.

Commercial email: Email whose purpose, as a whole or in part, is to sell or advertise a product or service or if its purpose is to persuade users to perform an act, such as to purchase a product or click to a Web site whose contents are designed to sell, advertise or promote.

Cookies: small text files transferred to your computer by a web server. They are generally used to maintain user authentication, navigation records, and specific information about users.

Converting range: measures the percentage of recipients that generated the target action in an email campaign.

Confirmed opt-in: Inexact term that may refer to double-opt-in subscription processes or may refer to email addresses which do not hard bounce back a welcome message. Ask anyone using this term to define it more clearly.

CTR: Clickthrough Rate. Slightly inexact because some clicks "get lost" between the click and your server. Also be sure to ask if the CTR is unique, meaning that each individual user is only counted once no matter how many times they click on a link.

CRM: (Customer Relationship Management) Helps companies track prospects that later become customers. Also, helps monitor interactions of customers with different points of contact within a company.

Conversion: the process whereby a predetermined email designed by a particular brand or company triggers certain actions to capture a prospect, a sale or download of a file or document.

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Data Base: a set of related data stored systematically for future reference. For example, a library may be considered a database, composed mainly of documents and printed texts indexed for reference. Currently, given the technological advances in areas such as informatics and electronics, most databases are found in digital format (electronically), thereby offering a wide range of solutions for data storage.

Delivery tracking: The process of measuring delivery rates by format, ISP or other factors and delivery failures (bounces, invalid address, server and other errors). An inexact science.

Delivery Index: measures effectiveness of message reception in an inbox. If 1,000 messages are sent that only reach 5,00 inboxes, this would mean you had a 50% delivery index. Delivery is the key in attaining success in your marketing campaign.

Digital Signature: a digital or electronic signature is a cryptographic method that associates the identity of a person or a team of informatics professionals with a message or document, in this case, sent by email. This feature is available using MasterBase® Pro.

Domain: a group of network links that share a common communication address.

DomainKeys: An anti-spam software application being developed by Yahoo and using a combination of public and private "keys" to authenticate the sender's domain and reduce the chance that a spammer or hacker will fake the domain sending address.

Double Entry Option: a further step than the Opt-in feature. Confirmation ends when the customer accepts -through his/her own mailbox- that they will provide personal information.

DNS: (Domain Name System) a hierarchical and distributed database that stores information associated to domain names in networks such as the Internet. Although, as a database, DNS is capable of associating different information to each name, most common uses are assigning domain names to IP addresses, and localizing email servers for each domain.

Dynamic Content: Content that varies from one recipient to another according to a predetermined set of rules or variables. Content may vary depending on historical behavior (purchases, document downloads, etc).

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Email Archiving: This service contributes to solving one of the biggest problems faced by IT departments, the saturation of the resources used in email management and storage.

Email Marketing: is an online marketing tool. Easy-to-use, low cost and effective, it enables dialogue with your customers in a personalized manner through the use of relevant communication.

Escalabilidad: La capacidad de crecer la demanda de recursos informáticos, ya sea por capacidad de almacenaje o por cualquier otro requerimiento, de forma flexible.

Effective rate: Metric that measures how many of those who opened an email message clicked on a link, usually measured as unique responders divided by unique opens.

eMarketing: the study of technical uses of the Internet to advertise and/or sell products and services. It includes hits from advertisement, banner ads in web pages, massive email sending, search-engine marketing (including search engine optimization), and merchandising of blogs.

email harvesting: An automated process in which a robot program searches Web pages or other Internet destinations for email addresses. The program collects the address into a database, which frequently gets resold to spammers or unethical bulk mailers. Many U.S. state laws forbid harvesting. CAN-SPAM does not outlaw it by name but allows triple damages against violators who compiled their mailing lists with harvested names.

Engagement Marketing: measures the scope of significant brand experience a customer shows upon being exposed to an advertisement, sponsor, personal contact, etc.

Engaging: the art of preventing a customer from unsubscribing or detaching from a specific brand.

ESP: (E-mail Service Provider), a company focused on providing email marketing services.

Entry Option: Opt-out, a specific request made by a person through a link in an email to NOT participate in a specific mailing list.

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Falso Positivo: An email that has been mistakenly filtered as spam.

Feedback Loops:An alert mechanism that reaches an alleged email sender. It is a technology used between an ISP and an ESP to send Spam complaints requiring the sender to remove or unsubscribe recipients.

Feedback Loops: The feedback loop is a system that allows email providers to keep track of email spam complaints.  Some email companies go as far as alerting the original sender’s email company about the spam.

Firewall: A program or set of programs designed to keep unauthorized users or messages from accessing a private network. The firewall usually has rules or protocols that authorize or prohibit outside users or messages. In email, a firewall can be designed so that messages from domains or users listed as suspect because of spamming, hacking or forging will not be delivered.

Footer: An area at the end of an email message or newsletter that contains information that doesn't change from one edition to the next, such as contact information, the company's postal address or the email address the recipient used to subscribe to mailings. Some software programs can be set to place this information automatically.

From: Whatever appears in the email recipient's inbox as your visible "from" name. Chosen by the sender. May be a personal name, a brand name, an email address, a blank space, or alpha-numeric gobbledegook. Note - this is not the actual "from" contained in the header (see below) and may be different than the email reply address. Easy to fake. Aka Email Friendly Name.

FTP: (File Transfer Protocol) In informatics, it refers to a network protocol of file transferring between systems connected to a TCP network based on the customer-server architecture. This means a costumer can connect to a server to both download and/or send files regardless of the operating system available on their device.

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HTML: (HyperText Markup Language), is the predominant language for construction of web pages. It is used to describe structure and content in text form as well as to compliment text with objects such as images. 

Hard bounce: Message sent to an invalid, closed or nonexistent email account.

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.

House list: The list of email addresses an organization develops on its own. (Your own list.)

Hygiene: The process of cleaning a database to correct incorrect or outdated values. See also List Hygiene.

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Infrastructure as a Service: provides computing resources, such as servers, connections, storage and other necessary tools to construct an application design that is prepared to meet different needs of multiple organizations, making it quick, easy and economically viable.

IMAP: (Internet Message Access Protocol), accessing method for the editing of emails stored on a server.

ISP: (Internet Service Provider). company focused on connecting the Internet with users or different networks, providing maintenance, and functioning access to the Internet. Also, it offers related services, such as web-hosting or domain registry, among others. Typical ISP’s are Google, Hotmail, MSN, Entel, VTR, Terra, etc.

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JavaScript: an interpreted programming language which does not need compiling, and is used mainly on web-pages with syntax similar to Java language and C language.

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Landing Page: is a single web page that appears in response to clicking on an advertisement. The landing page will usually display directed sales copy that is a logical extension of the advertisement or link.

The best use of a landing page is not what it is, but what is can do. Your landing pages should provide a customized sales pitch for the visitor. The best way to do this is consider where the person has come from, and who they are. By providing a good match, your chances of engaging the visitor goes up, as should your conversion rate.

List: The list of email addresses to which you send your message. Can be either your house list or a third-party list that sends your message on your behalf.
List fatigue: A condition producing diminishing returns from a mailing list whose members are sent too many offers, or too many of the same offers, in too short a period of time.

List hygiene: The act of maintaining a list so that hard bounces and unsubscribed names are removed from mailings. Some list owners also use an email change-of-address service to update old or abandoned email addresses (hopefully with a permission step baked in) as part of this process.

List owner: The organization or individual who has gathered a list of email addresses. Ownership does not necessarily imply "with permission."

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Masterbase®: a company that provides services based using the Cloud Computing model; in other words, services hosted in the Internet cloud.

MTA: (Mail Transport Agent), a program that transfers email from one computer to another.

Mailing list: A list of email addresses that receive mailings or discussion-group messages. 

Mailto: : A code to make an email address in either a text or HTML email immediately clickable

MSP: Mail service provider, such as Hotmail.

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Newsletter: periodic information related to a certain context, that is used to establish frequent and constant communication with customers with the aim of keeping them informed, while generating permission-based marketing and engagement.

No subscription Index: also known as Opt-out, indicates if the message relevancy or value is maintained. Ideally this indicator should be kept as close to “0” as possible. If this number increases, message content or target audience should be revised.

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OSR:(Online Searchable Recorder), a fast, easy-to-use service aimed at searching and storing entries that are built on a unique platform.

On Demand: a computer service wherein applications are offered to users through subscription. Applications are not installed on the user’s computer, but accessed through the Internet.

Opening Index: Although the opening rate only measures who clicked then opened the email, this does not necessarily mean the content was read. Nevertheless, it is important to measure this behavior do determine opening pattern.

Open rate: The number of HTML message recipients who opened your email, usually as a percentage of the total number of emails sent. The open rate is considered a key metric for judging an email campaign's success, but it has several problems. The rate indicates only the number of emails opened from the total amount sent, not just those that were actually delivered. Opens also can't be calculated on text emails. Also, some email clients also users to scan message content without actually opening the message, which is falsely calculated as an open.
Opt-in: A specific, pro-active, request by an individual email recipient to have their own email address placed on a specific mailing list. Many list renters and buyers now require list owners to provide proof of opt-in, including the actual email or IP address date and time the request was received.

Opt-out: A specific request to remove an email address from a specific list, or from all lists operated by a single owner. Also, the process of adding an email addresses to lists without the name's pre-approval, forcing names who don't want to be on your list to actively unsubscribe.

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Permission-based Marketing: marketing solution based on requiring permission to target customers for sending advertisement or any other type of communications with the intent of maintaining direct contact.

Platform as a Service: generates all facilities required to support the complete cycle of construction and delivery of web-based applications wholly available on the Internet without the need of downloading software, or special installations by developers.

Phishing: term that derives from “fishing” that refers to the act of “fishing” users by means of increasingly sophisticated baits in order to obtain financial and password information. Those involved in this act are known as “phishers”.

Phishing: term that derives from “fishing” that refers to the act of “fishing” users by means of increasingly sophisticated baits in order to obtain financial and password information. Those involved in this act are known as “phishers”.

Postmaster: Whom to contact at a Web site, ISP or other site to request information, get help with delivery or register complaints.

PGP (Pretty Good Privacy): Software used to encrypt and protect email as it moves from one computer to another and can be used to verify a sender's identity.

Preferences: Options a user can set to determine how they want to receive your messages, how they want to be addresses, to which email address message should go and which messages they want to receive from you. The more preferences a user can specify, the more likely you'll send relevant email.

Personalization: a method to tailor content for a particular message. A targeting method in which an email message appears to have been created only for a single recipient. Personalization techniques include adding the recipient's name in the subject line or message body, or the message offer reflects a purchasing, link clicking, or transaction history..

Privacy policies: policy whereby a company commits to keeping customers’ data private, and will never sell or lease the information, nor share the information with others.

POP: (Post Office Protocol, POP3), used in informatics for local customers to obtain email messages stored on a remote server. The majority of users subscribed to Internet providers access their emails through POP3.

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Relevancy: the importance and/or interest customers give a particular mail or company. The more personalized the message, the more relevance it has for the recipient.

Reliability: Concept referring to the existence of multiple redundancy sites for computing resources that facilitate continuity of business and immediate recovery from any possible outage.

ROI: (Return on Investment), percentage of profitability achieved by a specific action.

Relating: refers to establishing a link with customers aimed at increasing loyalty and engagement with the brand, product, or service.

Reply-to: The email address that receives messages sent from users who click “reply” in their email clients. Can differ from the “from”address which can be an automated or unmonitored email address used only to send messages to a distribution list. “Reply-to” should always be a monitored address

Rich Media: Creative that includes video, animation, and/or sound. Rich-media emails often collect high open and click rates but requires more bandwidth and are less compatible with different email clients than text or regular HTML email-format messages. Some mailers also consider transactional email "rich".

Reputation: the opinion held by the ISP, the anti-spam community, and customers regarding message senders or domains.

RSS: (Really Simple Syndication), a family of web font formats coded in XML used to provide subscribers with frequently updated information. The format allows the distribution of content without the need for a navigator, by means of software designed to read RSS (aggregator) content.

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Scalability: Capacity for growing resource demands both in storing capacity and/or any other type of requirement to fit flexible needs.

Self-response: an automated message generated after certain action is carried out, for example, a message of greetings after subscribing to a Newsletter, or after purchasing an item..

Send to a Friend: A recipient forwards a message to a third party based on the level of interest said party may have. Delivery may be through the customer’s email address or a link shown on the email that provides addresses of third parties.

Spam Filter: Term used to describe any process or technology whereby an incoming message is inspected and classified as legitimate, illegitimate, or as Spam. .

Sender ID: The informal name for a new anti-spam program combining two existing protocols: Sender Policy Framework and CallerID. SenderID authenticates email senders and blocks email forgeries and faked addresses. .

Spam: any unsolicited mail that has not received permission from a recipient to enter its inbox.

Spoofing: term referring to fraudulent email actions whereby sender’s address or other sections thereof are altered to simulate that the message is coming from another source or sender.

SMTP: (Simple Mail Transfer Protocol), a protocol typically used for user-level customer applications, aka official internet standard. It is a network protocol based on text used for exchanging messages between computers or other devices (PDA, telephones, mobiles, etc.) and defined in RFC 2821.

Spam Traps: Many ISP companies use Spam Traps to identify, filter and/or block potential Spam. These traps consist of email addresses that should not be receiving mail, either because they are obsolete or specifically designed to attract and capture spam. They are also used by companies that seek to track down other companies dedicated to creating spam.

Spam: any unsolicited mail that has not received permission from a recipient to enter its inbox.

SFA: part of an information system focused on sales force management and control used in generating new business opportunities. This service is available to you through MasterBase® Pro.
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Test: A necessary step before sending an email campaign or newsletter. Many email clients permit you to send a test email before sending a regular email newsletter or solo mailing, in which you would send one copy of the message to an in-house email address and then review it for formatting or copy errors or improperly formatted links. Email marketers should also send a test campaign to a list of email addresses not in the deployment database to determine likely response rates and how well different elements in the message perform.

Text newsletter: Plain newsletter with words only, no colors, graphics, fonts or pictures; can be received by anyone who has email.

TFTP:(Trivial File Transfer Protocol), a very simple transfer protocol similar to a basic FTP version. TFTP is usually used to transfer small files between networks like when an X Window terminal or any other thin client customer boots from a service provider.

Thank-you page: Web page that appears after user has submitted an order or a form online. May be a receipt.

TCP/IP: A protocol family of the Internet, that is a set of Internet-based network protocols that allow transmission of data between computer networks. In some cases, they are called TCP/IP in reference to two of the most important protocols: TCP and IP which were the first two protocols to be defined and are the most widely used of the family.

Transactional Message:  Also known as transactive email. A creative format where the recipient can enter a transaction in the body of the email itself without clicking to a web page first. Transactions may be answering a survey, or purchasing something.

Triggered Messages: automation of a response to an event, such as subscription, registration, buying, survey completion, PDF download, etc. It is an immediate and personalized confirmation or notification.

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URL: (Uniform Resource Locator), an address used to identify the location of web resources, or in other words, a website address.

UBE: (Unsolicited Bulk Email), a type of spam. It is unsolicited or undesirable mail, unauthorized by recipients.

Unsubscribe: To remove oneself from an email list, either via an emailed command to the list server or by filling in a Web form.

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Vendor: Any company that provides a service. See email vendors.

Verification: A program that determines an email came from the sender listed in the return path or Internet headers; designed to stop email from forged senders.

Video email: An email message that includes a video file, either inserted into the message body, accessible through a hotlink to a Web site or accompanying it in an attachment (least desirable because many ISPs block executable attachments to avoid viruses)

Virus: A program or computer code that affects or interferes with a computer's operating system and gets spread to other computers accidentally or on purpose through email messages, downloads, infected CDs or network messages. See worm.

 

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W3C: (World Wide Web Consortium), an international consortium that develops standards for the World Wide Web. It is directed by Tim Berners Lee, original creator or URL, HTTP and HTML, which are the main web-based technologies.

 Welcome message: Message sent automatically to new list members as soon as their email addresses are added successfully.

 Whitelists: a list of reputable email senders which helps solve the reputation dilemma. These lists are created and maintained by ISP’s and contain reputable IP addresses.

Web 2.0: named by Tim O`Reilly in 2004, to refer to a second generation in Web history based on user communities and a wide range of services, such as social networks, blogs, wikis or folksonomies, that encourage collaboration and efficient exchange of information among users.

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XML: (Extensible Markup Language), an extendible tag language developed by the World Wide Web Consortium (W3C). It is a simplification and adaptation of SGML and allows defining specific language grammar (in the same way HTML is a language defined by SGML). .

XHTML: (eXtensive HyperText Markup Language), a markup language conceived to substitute HTML as standard for web pages.

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