| Alt Text | Text included in an HTML image tag which will display if the image is blocked.
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| Analytics | Reports based on list components and recipient response.
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| CAN-SPAM | Controlling the Assault of Non-Solicited Pornography and Marketing Act. This act governs email marketing, requiring that organizations include an opt-out option and a physical address in each mailing. It also requires organizations to coordinate multiple lists, monitor interpersonal messages, and ensure that opt-outs are suppressed at the organizational level.
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| Clickstream | A sequence of web pages accessed by a user during a browsing session.
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| Click-through | A record of each link a recipient clicked in a mailing. These can be tracked individually, including how many times the recipient clicked each link.
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| Dynamic Content | An advanced feature that allows a mailing to have different information based on recipient data. Dynamic Content differs from personalization because it contains information not found in the recipient's record.
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| Landing Page | A web site page that is the destination of a particular link within a mailing. This is usually the initiation point of a clickstream. The landing page is related to a marketing campaign and is often not accessible directly from other pages on the web site.
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| Mail Block | A message sent to a valid email address, but which was rejected by the recipients mail server for security reasons.
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| Metrics | Measurable characteristics of a mailing, such as number of clicks.
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| Opt-ins | Recipients who have actively elected to be included in a list by clicking an opt-in box or link.
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| Opt-outs | Recipients who have requested to be removed from a list.
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| Personalization | Addition of field contents to a mailing that make the mailing unique to each recipient, such as including their first name.
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| Query | A list which is a subset of a parent list, created by specifying criteria in the parent list.
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| Seed List | A list of all recipients in your organization who will receive a copy of the mailing when it is sent. Seed lists do not contain recipient data other than an email address, so the personalizations included in the mailing will display the default value.
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| Segment | A numerical division of a list into smaller pieces or a random sampling. A segment is a subset of a list.
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| Sender ID (SID) | A method used by major Internet service providers (ISPs) to verify that every e-mail message originates from the Internet domain from which it claims to have been sent. This is accomplished by checking the address of the server sending the mail against a registered list of servers that the domain owner has authorized to send e-mail.
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| Sender Policy Framework (SPF) | An extension of SMTP that stops e-mail spammers from forging the "From" field in an e-mail. Adding this record to your domain will help with deliverability (see a more detailed explanation here).
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| Share-to-social Link |
A link in an email which allows a recipient to easily post the message to their own page on a social network, such a Facebook or Twitter.
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| Share | To post an email message or landing page to a social network.
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| Social Network | An online community of people who share interests and activities. Examples of social networks include Facebook and LinkedIn.
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| Spam-trigger Words |
Words which are likely to trigger spam filters. Common spam-triggers are:
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| Suppression List | A list of email addresses which may be in your mailing list but must be excluded from any mailings. These are recipients who have indicated they do not wish to receive email from your organization.
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| Template | The email which is prepared to send to recipients. Templates are used as a pattern and can include dynamic content, personalization, and external information.
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| Test List | A list of all recipients in your organization who will receive all test mailings. If personalization field values are not included in the test list, the default value for personalizations will display.
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| Throttling | Setting a maximum number of recipients per hour. For example, if you have a mailing going to 100,000 recipients, and throttling is set to 10,000 per hour, then 10,000 emails per hour will send for the next ten hours until the mailing is complete. |