 | Knowledge is power. Use our glossary of terms to understand your product and gain insight into the world of email marketing. |
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Resources > Glossary |
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Email Marketing Glossary |
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A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
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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 only scan message content without actually opening the message, which is falsely calculated as an open. See preview pane. | | Open relay | | An SMTP email server that allows outsiders to relay email messages that are neither for nor from local users. Often exploited by spammers and hackers. | | Opt-in or Subscribe | | 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 or Unsubscribe | | 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 address to lists without the name's pre-approval, forcing names who don't want to be on your list to actively unsubscribe. | | Outage or downtime | | The interruption of automated processing systems, support systems or essential business operations. which may result in the organization's inability to provide service for some period of time. | |
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