Glossary of Email Marketing terms


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A/B split

Refers to a test situation in which a list is split into two pieces with every other name being sent one specific creative, and vice versa.

Last update: July 16, 2014 - 11:32am


Microsoft software tool used for developing a database. Any database vendor you work with - email broadcaster, list broker, third-party list-hygiene service, etc. - should be able to work with this format (as well as several others.)

Last update: July 17, 2014 - 10:10am

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.

Last update: July 17, 2014 - 10:18am

Advanced Mail

Additional software features that enhance a package above and beyond the basic/fundamental features. After the free trial is over, only paying users have access to Advanced Mail

Last update: July 17, 2014 - 10:18am


Autoresponders are emails that are sent in response to receipt of communication from a mailing list subscriber. You set the rules – the triggers – that initiate the automated emails.

Last update: July 17, 2014 - 10:10am

Ad swap

An exchange between two publishers in which each agrees to run the other's comparably valued ad at no charge. Value is determined by rate card, placement, size of list, quality of list, name brand fame, etc.

Last update: July 17, 2014 - 3:13pm


A marketing partner that promotes your products or services under a payment-on-results agreement.

Last update: July 17, 2014 - 3:13pm

Affiliate marketing

Affiliate marketing is an Internet-based marketing practice in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliate's marketing efforts.

Last update: July 17, 2014 - 3:13pm

Affirmative consent

An active request by a reader or subscriber to receive advertising or promotional information, newsletters, etc. Generally affirmative consent does not include 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.

Last update: July 23, 2014 - 11:42am


Email message that notifies subscribers of an event or special price.

Last update: July 17, 2014 - 3:13pm

AOL (America Online)

Global Internet services and media company based in the United States.

Last update: July 17, 2014 - 3:14pm

Application Program Interface (API)

How a program (application) accesses another to transmit data. A client may have an API connection to load database information to an email vendor automatically and receive data back from the email.

Last update: July 17, 2014 - 3:14pm

Application Service Provider (ASP)

Company that provides a Web-based service. Clients don't have to install software on their own computers; all tasks are performed on (hosted on) the ASP's servers.

Last update: July 17, 2014 - 3:14pm


A text, video, graphic, flash or sound file that accompanies an email message but is not included in the message itself. Attachments are not a good way to send email newsletters because many ISPs, email clients and individual email recipients do not allow attachments (hackers use them to deliver viruses and other malicious code).

Last update: July 17, 2014 - 3:14pm

Australian Spam Act, 2003

The Australian Spam Act 2003 was brought into existence to alleviate and halt the unsolicited sending of email, or 'spam'. This was followed by the Spam (Consequential amendments) Act 2003 and Spam Regulations 2004.

Last update: July 17, 2014 - 3:15pm


An automated process that verifies an email sender's identity.

Last update: July 17, 2014 - 3:16pm