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MustangList.com Knowledge Base
.: Glossary
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Glossary
Terms in glossary: 46.
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Acquisition Marketing
The process of seeking new customers for a company's products or services. In the case of building an email list, the acquisition marketer initiates contact with a potential customer to seek their permission to be added to the list. Although this practice ensures the resulting mailing list is comprised of opted-in addresses, the initial contact seldom meets 'opt-in' standards.
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API
A defined method by which one process or program can pass information to another process or program.
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Banned list
A list of email addresses, IP addresses, domains, or words that may not be used to subscribe to any list.
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Blacklist
A list of people or places that are suspect or otherwise disapproved of and are therefore to be boycotted or penalized; or as a verb, to put someone on a blacklist. For email and the Internet, this is usually done by creating a blocklist.
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Blocklist
A list of email addresses, IP addresses or domain names, intended to be blocked or refused because some or all of them are used by people or things that are blacklisted. Most blocklists are controlled locally by the receiving email server, but there are an increasingly large number of public blocklists which are controlled by a group of distributed volunteers who monitor spam across the Internet.
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Bounce
A message that was sent but was not actually delivered.
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CAN-SPAM
CAN-SPAM is the nickname of a US Federal law which regulates all commercial electronic mail messages (known as CEMMs), not just bulk email or spam email. A CEMM is a message whose primary purpose is to promote or advertise your company, product(s), or service(s). All CEMMs your company sends, or your company's employees send, even if they're only sent to a single person, should comply with CAN-SPAM.
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CAN-SPAM compliance
A message in compliance uses no materially misleading message headers. For unsolicited CEMM, includes a statement that the message is an ad or solicitation. For unsolicited pornography, includes a statement in the message subject that the message contains adult material. Includes clear and conspicuous notice of an Internet-based mechanism for requesting no future contact. This mechanism must take effect within 10 days and must function for 30 days after the email is sent. Includes a clear and conspicuous physical postal address.
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CEMM
CEMM is an acronym for Commercial Electronic Email Message. As defined under CAN-SPAM, this is a message whose primary intent is to promote a commercial product or service. To be distinguished from TRM.
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Clickthrough
When a recipient of an email that contains a URL and takes explicit action (usually by clicking a link) to use that URL to view or download the referenced document or file.
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Closed Loop
A full circle exchange from the view point of someone who receives a request, e.g.: a request from Amy to Bob is followed by a response from Bob to Amy and completed by an acknowledgement from Amy to Bob. This assures Bob that the initial request really did come from Amy, i.e., it was neither a mistake (Anny mistyped her name as Amy) nor the malicious Charlie merely pretending to be Amy.
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Co-marketing email
The practice of presenting your branding or information through a partner's email and vice versa to expand exposure and sales. This practice work well when accompanied by strict management of customer opt-in consent and careful propagation among partners to respect a global opt-out list.
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Confirmed Opt-In
The same as closed loop. Sometimes misused to refer to the practice of sending the opt-in confirmation response from Bob to Amy but then not waiting for Amy to acknowledge it. Many anti-spam community members strongly disapprove of this misuse of the term.
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CSV File
A file consisting of multiple columns of data, separated by commas. If a column contains a comma, the column's data must be enclosed in quotes.
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Direct Email
(Strictly speaking, all email is direct, so this is somewhat of a misnomer.) CEMMs sent to addresses known to the marketer and (usually) believed to belong to individuals directly interested in the advertised products or services. As opposed to CEMMs sent to "the director of IT" or "the director of human resources" or "the person responsible for your phone service" etc. in the hopes that it will eventually be forwarded to the interested individuals.
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Domain Keys
DomainKeys is a method of email authentication designed to verify the DNS domain of an email sender and the message integrity. Yahoo signs all of its outgoing email with DomainKeys and is verifying all incoming mail. Google also uses DomainKeys to sign email messages sent from users of its Gmail service.
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Double Opt-In
A common term for closed loop, used to distinguish it from the misuse of 'confirmed opt-in.' Many anti-spam community members dislike this term because it inaccurately describes doing the same thing twice.
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Email Appending (E-pending)
A practice used to expand a company's mailing list by matching their existing customer records that do not include email addresses against other databases to add email addresses to an existing database. Often error prone, at best this practice relies on offering the customer the option to opt-out, a practice that does not meet the US Federal requirement for 'affirmative consent.'
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Email Marketing
The promotion of products or services via email.
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Ezine
An electronic magazine, whether delivered via a Web site or an email newsletter.
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Feedback Loop
A mechanism by which we are informed that someone has complained that a message was spam or was not a message they wish to receive in the future.
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Global Opt-Out
A request, or the enforcement of such a request, that a particular email address, telephone number, etc. never be contacted through a given source, regardless of whether that source is a single potential initiator or a representative of many initiators. In the broadest sense, a request never to be contacted by anyone, from any source, in a particular manner or about a particular topic.
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Greenlist
A list of people or things that are believed to be trustworthy.
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Greylist
The practice of assuming any unknown contact must deserve to be on a blacklist until they demonstrate that they should be white or green. In email terms, this means refusing initial contact by simulating a temporary failure and then treating a later (but not too soon) retry attempt as an indication of trustworthiness.
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Ham
Any email message the recipient wishes to receive. The opposite of "Spam".
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Glossary
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