It is time for session 3 of email marketing. We have discussed about basics of email marketing. But there are lots of terms we must have aware before starting email marketing. Today we will discuss glossary of email marketing.

Acceptance Rate

A percentage of email messages that are accepted by the mail server. Note that an email being accepted by the mail server does not necessarily mean it will get to an inbox.

Black List

A list that denotes a sender is a sender is a spammer. It making difficulties for the sender to get future mails into inbox.

Can Spam Act

These are the standards of sending commercial emails. The law that governs that what email we can send.


The ability to get an email in to the intended recipients inbox. In short, mail is delievered or not to someone.


A method of associating a domain name to an email message, allowing a person, role or organization to claim some responsibilities for the message. A digital signature gives recipient a reason to believe the email message was created by an known sender and was not altered in transit.

Double Opt In

This term is used for a sender to be added to an email list. She gets sent an email with a confirmation link. After the user click the link, she agets added to the on going email communication.


Email that is generally desired and is not considered as spam.

Hard Bounce

A permanent failure to deliver an email. it impact negatively to deliverability and sender score.

Honey Pot

A planted email address that is designed to catch spammers.

Open Rate

Measured with hidden pixels when some one clicks on a email the pixel(images) loads and it counted as an open rate.

Read Length

The Length of time when a person opens an email, untill they close it.

Sender Score

It is returns path reputation rating of 0-100 for every outgoing mail server ip. Mail servers will check your sender score before deciding what to do with email. Score over 90 is good.

Single Opt In

Usually involves taking a form entry and immediately adding that person in to a live email list.

Soft Bounce

Temporary problem with email deliverability due to inbox full, slow server and more. Sever send that mail 3 times in 72 hours. After 72 hours it turned into a hard bounce.


The term to which not asked for. An email that is not safe for work.

Spam Report

When an recipient received your mail and label as spam.

Spam Trap

For a time, email that hits a dead email address will return a hard bounce. When email server sees traffic going to the dead address, it can turn the email into a spam trap, accept that email and report sender as a spammer.


Sender Policy Framework. A domain name server records that says an IP or domain can send emails of my behalf.

Warming Up an IP

When you send and ever increasing number of emails out of an IP address in order to build up IP’s reputation so you can get email in to inbox.