http://www.benchmarkemail.com/cn/resources/email-glossary
上面的倍
部分的電子郵件或網頁，而無需滾動可見。 它通常是較為理想的位置，因為它的知名度。
明確同意
一個字的許可。 您的電子郵件收件人已通知明確和充分的收集和使用自己的電子郵件地址，並已同意之前，這樣的收集和使用。 明確同意，不僅是最好的做法，是要求所有著名的電子郵件營銷服務。
自動應答
一個程序或腳本，自動發送一個響應，當有人將消息發送到的地址。 最常見的用途是自動應答確認訂閱和取消訂閱，歡迎電子郵件和客戶支持問題。
退回的電子郵件
一個反彈一封電子郵件，電子郵件是返回到發送它的服務器。 一個反彈的電子郵件通常歸類為“硬反彈，”這表明了永久性失敗原因是不存在的地址或阻止條件的接收器。 一個“軟反彈”表示有一個臨時故障而全面郵箱或不可用的服務器。
呼籲採取行動
詞語包括圖像或文字的前景，鼓勵採取具體行動。 例如，“點擊此處查看產品介紹”或“本產品添加到您的願望清單。”
運動
一個協調的一套個人電子郵件營銷信息傳遞的時間間隔和一個總體目標考慮。
CAN - SPAM法2003年
聯邦反濫發訊息法例在2003年通過，要求按照每封電子郵件：頭一個合法，有效的“發件人”地址，一個簡單的“主題”行，取消訂閱 /選擇退出鏈接和/或指示和物理地址。 它還要求所有退訂十天內處理的收據。
點擊進入
當前景採取行動並點擊一個鏈接。 要確定的點擊率，分數量的回應數量的電子郵件打開（這個數字多了100來表達結果以百分比）。
確認選入
已確認的選項（也稱為雙向選擇中）是一個兩步的過程，允許用戶加入您的郵寄清單。 用戶必須先註冊，然後回應的後續電子郵件之前收到任何進一步的電子郵件。
轉換率
這個數字或百分比的收件人誰響應號召性詞語在給定的電子郵件營銷活動或促銷。 這是衡量你的電子郵件活動的成功。 你可以測量轉換銷售，電話，約會等
雙向選擇中
見確認選入
電子郵件封鎖
電子郵件阻塞通常是指互聯網服務供應商封鎖。 電子郵件被阻止不處理通過 ISP和基本上是無法到達目的地的解決。 互聯網服務供應商積極塊來自疑似垃圾郵件發送者的電子郵件。
反饋環
的過程中，其中的電子郵件客戶端（ISP）的投訴的接收轉發的電子郵件標記為垃圾郵件的收件人發送者去除。 通常處理寄件人為退訂請求。 （亦見垃圾郵件投訴）
硬退回/軟反彈
“硬反彈”表示永久失敗原因是不存在的地址或阻止條件的接收器。 一個“軟反彈”表示有一個臨時故障而全面郵箱或不可用的服務器。
頁眉
附帶的文件體內電子郵件。 頭包含在電子郵件的信息本身和其路由的在互聯網上採取的。 收件人通常可以看到“為”（收件人身份），“從”（身份發送者）和“主題”（主題行中的信息）頭在他們的收件箱。 你可以修改這些影響，他們決定打開或刪除電子郵件。
房子列表
一個基於權限的列表，你建立自己。 使用它推向市場，交叉銷售和向上銷售，並建立與客戶的關係隨著時間的推移。 你的房子是一名單你最寶貴的資產。
郵件列表
A組的電子郵件地址（帶或不帶附加信息，如用戶的名稱）哪些特定的郵件被發送。
打開
“開放”的消息包括HTML郵件已被視為在預覽窗格中或在完全開放的電子郵件客戶端，只要圖像已被啟用。 打開一般跟?插入一個小清晰的圖像在HTML郵件。 當一個消息被打開，啟用圖像，圖像調用服務器和郵件，然後計算作為一個開放的。 文字信息不能被記錄為打開，因為他們不能包括圖像。
打開率
電子郵件的總數除以開總數的電子郵件傳送（這個數字乘以100來表示結果以百分比）。
選擇加入（或訂閱）
一個人採取的行動時，他或她積極和明確的要求，通過電子郵件或其他手段，接收電子郵件通信。
選擇退出（或取消）
一個人採取的行動時，他或她選擇不接收電子郵件通信。 它需要一個基於 Web的機制，使人們可以要求刪除可靠地從電子郵件列表。 這要求必須在十日內兌現。
許可式電子郵件
E - mail發送給收件人誰擁有選擇加入或訂閱接收電子郵件通信從一個特定的公司，網站或個人。 權限是絕對必要的合法的和有利可圖的電子郵件營銷。
個性化
實踐撰寫電子郵件，讓收件人覺得這是比較個人的，被送往與他或她的想法。 這可能包括使用收件人的名稱稱呼或主題行，指以前購買或信件，或提供建議，根據以前的購買模式。
隱私
質量或條件不受未經批准的侵入。 通訊需要通過明確的前景放心，方便和執行的保證，所以他/她可以安心了提供個人信息和交易業務。
出租名單（或收購清單）
一個列表前景或一個目標群體有選擇的收件人誰在接收信息對某些科目。 使用權限為基礎的租金名單，營銷人員可以發送電子郵件給觀眾有針對性的興趣類別，行業，人口信息等。 租賃費用清單通常0.10美元之間和0.40美元，每名。
收件人
最終用戶誰要求從發件人的電子郵件，通常是確定的電子郵件地址中的'到'線。
聲譽
估計到其中一個發件人是由本社區或公眾發送“好”或“壞”的電子郵件。 許多因素被用來確定發送者的信譽，儘管垃圾郵件投訴的主要指標考慮。
分割
除以你的電子郵件清單是根據興趣類別，購買行為，人口統計和更多的目的，針對特定的電子郵件活動，觀眾最有可能響應您的信息或要約。 您的列表細分和定位的努力還清高開和點擊率。
寄件人
該人或組織負責轉交的電子郵件，通常是確定的電子郵件地址中的'從'行。
垃圾郵件
垃圾郵件通常是未經收件人發送的權限。
垃圾郵件投訴
在收到投訴從收件人誰已確定為垃圾郵件。 （亦見反饋迴路）
主題行
標題的電子郵件通信。 這是第一次（希望不是最後一個）元素的溝通者會看到當他們訪問他們的電子郵件。 它抓住關注和可信或電子郵件不會得到打開。
訂閱
訂閱方式註冊 - 允許別人給你發送簡訊，電子郵件或其他電子信息。 （另見選入）
定位
選擇部分的郵件列表，類似的人口統計值來發送郵件相關的人口統計數據。
追?
收集和評估的統計，從其中一個可以衡量的有效性電子郵件或電子郵件廣告系列。
UCE的
不請自來的商業電子郵件（也稱為垃圾郵件）。 商業電子郵件發送未經收件者的明確許可。
獨特的點擊
一個獨特的點擊是一個單一的點擊由單個用戶。 當獨特的點擊次數來衡量，它是一個總的數量有多少次，被點擊的網址由個別用戶（而不是完整的總的所有用戶，所有點擊。）
取消訂閱
要取消服務，如提供的電子郵件通訊或郵件列表。 在基準測試的退訂是誰的人已經被要求拿掉你的郵件列表。
病毒性營銷
A型營銷是自願進行的由公司的客戶。 它通常被稱為字的口碑廣告。 這種類型的電子郵件，使市場非常普遍。 工具，例如“發送此頁，文章或網頁給朋友”鼓勵人們提及或推薦貴公司的產品，服務或特定提供給他人。
病毒性設計
元素和功能，包括在溝通，鼓勵和允許收件人傳遞沿線提供給他人，從而充分利用市場的努力（“告訴朋友”，“請向前”等）。
病毒性心肌炎的影響
一個可衡量的成果在何種程度上受者提供一個溝通轉介，產品，服務或公司給他人。
病毒前鋒
轉介發送的數量。
病毒響應
受助人的數目誰收到的推介，打開了它，點擊一個鏈接。
視覺清晰度
一個功能，在很大程度上，佈局和設計：頁面很容易掃描;文字和圖形清晰，前景可以找到他們正在尋找可以快速，方便。
聲音
一個動詞的語法屬性，表示一個主體之間的關係和行動所表達的動詞。 “鳥築巢”是寫在主動語態和強調的主題 - 鳥類。 “被鳥築巢的建立”是寫在被動語態和強調行動 - 築巢。 主動語態更為有說服力的推動作用。
WIIFM或“什麼是在裡面，我？”
這個問題在最前沿的每一封電子郵件收件人的心靈在作出決定時打開，閱讀並採取行動的電子郵件（例如點擊一個鏈接，請致電預約，請訪問辦公室或零售點）。
Above-the-fold
The part of an email or web page that is visible without scrolling. It is generally more desirable placement because of its visibility.
Affirmative Consent
Another word for permission. The recipient of your email has been clearly and fully notified of the collection and use of his email address and has consented prior to such collection and use. Affirmative consent is not only a best practice; it is required by all reputable email marketing services.
Auto Responder
A program or a script that automatically sends a response when someone sends a message to its address. The most common uses of auto responders are for subscribe and unsubscribe confirmations, welcome emails and customer-support questions.
Bounced Email
A bounced email is an email that is returned to the server that sent it. A bounced email is usually classified as either a "hard bounce," which indicates a permanent failure due to a non-existent address or a blocking condition by the receiver. A "soft bounce" indicates that there is a temporary failure due to a full mailbox or an unavailable server.
Calls to Action
Words included in images or text that encourage the prospect to take a specific action. For example, "Click here to see a product tour" or "Add this product to your wish list."
Campaign
A coordinated set of individual email marketing messages delivered at intervals and with an overall objective in mind.
CAN-SPAM Act of 2003
Federal anti-spam legislation passed in 2003 that requires the following in each email: a legitimate header, a valid "From" address, a straightforward "Subject" line, an unsubscribe/opt-out link and/or instructions and a physical address. It also requires that all unsubscribes are processed within ten days of receipt.
Click-Through
When a prospect takes an action and clicks on a link. To determine the click-through rate, divide the number of responses by the number of emails opened (multiple this number by 100 to express the result as a percentage).
Confirmed Opt-In
A Confirmed Opt In (also referred to as Double Opt In) is a two-step process that allows a user to join your mailing list. The user must initially sign up, and then respond to a follow-up email prior to receiving any further email.
Conversion Rate
The number or percentage of recipients who respond to your call-to-action in a given e-mail marketing campaign or promotion. This is the measure of your e-mail campaign's success. You may measure conversion in sales, phone calls, appointments etc.
Double Opt-In
See Confirmed Opt-In
Email Blocking
Email blocking typically refers to blocking by ISPs. E-mails that are blocked are not processed through the ISP and are essentially prevented from reaching their addressed destination. ISPs actively block email coming from suspected spammers.
Feedback Loop
The process by which the email client (ISP) of the receiver forwards complaints of emails marked as spam by recipients for removal by the sender. Usually treated by senders as an unsubscribe request. (Also see Spam Complaint)
Hard Bounce/Soft Bounce
A "hard bounce" indicates a permanent failure due to a non-existent address or a blocking condition by the receiver. A "soft bounce" indicates that there is a temporary failure due to a full mailbox or an unavailable server.
Headers
The documentation that accompanies the body of an email message. Headers contain information on the email itself and the route it's taken across the Internet. Recipients can normally see the "to" (identity of recipient), "from" (identity of sender) and "subject" (information in the subject line) headers in their inbox. You can modify these to influence their decision to open or delete an email.
House list
A permission-based list that you built yourself. Use it to market, cross sell and up-sell, and to establish a relationship with customers over time. Your house list is one of your most valuable assets.
Mailing list
A group of email addresses (with or without additional information such as the subscribers' names) to which specific mailings are sent.
Open
"Opened" messages include HTML emails that have been viewed in a preview pane or fully opened in the email client, as long as images have been enabled. Opens are generally tracked by inserting a small clear image in an HTML message. When a message is opened and images are enabled, the image calls the server and the message is then counted as an open. Text messages cannot be tracked as opened because they cannot include images.
Open Rate
The total number of emails opened divided by the total number of emails delivered (multiply this number by 100 to express the result as a percentage).
Opt In (or Subscribe)
The action a person takes when he or she actively and explicitly requests, by email or other means, to receive email communications.
Opt Out (or Unsubscribe)
The action a person takes when he or she chooses not to receive email communications. It requires a Web-based mechanism by which people can ask to be removed reliably from an email list. This request must be honored within ten days.
Permission-Based Email
E-mail sent to recipients who have opted-in or subscribed to receive e-mail communications from a particular company, website or individual. Permission is an absolute prerequisite for legitimate and profitable e-mail marketing.
Personalization
The practice of writing the email to make the recipient feel that it is more personal and was sent with him or her in mind. This might include using the recipient's name in the salutation or subject line, referring to previous purchases or correspondence, or offering recommendations based on previous buying patterns.
Privacy
The quality or condition of being free from unsanctioned intrusion. Communications need to reassure the prospect through clear, accessible and enforced assurances so he/she can feel comfortable about providing personal information and transacting business.
Rental List (or Acquisition list)
A list of prospects or a targeted group of recipients who have opted-in to receive information about certain subjects. Using permission-based rental lists, marketers can send e-mail messages to audiences targeted by interest category, profession, demographic information and more. Renting a list usually costs between $.10 and $.40 per name.
Recipient
The end user who requested the email from the sender, usually identified by the email address in the ‘To’ line.
Reputation
The estimation to which a sender is held by the community or the public as sending "good" or "bad" email. Many factors are used to determine a sender's reputation, though spam complaints are the main metric considered.
Segmentation
Dividing your email list based on interest categories, purchasing behavior, demographics and more for the purpose of targeting specific email campaigns to the audience most likely to respond to your messaging or offer. Your list segmentation and targeting efforts pay off in higher open and click-through rates.
Sender
The person or organization responsible for transmitting the email, usually identified by the email address in the ‘From’ line.
Spam
Unwanted email usually sent without the recipient's permission.
Spam Complaint
The receipt of a complaint from a recipient who has identified the message as spam. (Also see Feedback Loop)
Subject Line
The title of the email communication. This is the first (and hopefully not last) element of the communication recipients will see when they access their email. It has to grab attention and be credible or the email will not get opened.
Subscribe
Subscribe means to sign up - to give permission to someone to send you newsletters, email, or other electronic information. (Also see Opt-In)
Targeting
Selecting a portion of the mailing list with similar demographic values to send messages relevant to those demographics.
Tracking
Collecting and evaluating the statistics from which one can measure the effectiveness of an email or an email campaign.
UCE
Unsolicited Commercial Email (also referred to as Spam). Commercial email sent without the recipient's express permission.
Unique Click
A unique click is a single click by a single user. When unique clicks are measured, it is an aggregate number of how many times that URL was clicked by individual users (not the complete total of all users, all clicks.)
Unsubscribe
To cancel a service such as the delivery of an email newsletter or mailing list. In Benchmark an unsubscriber is a person who has asked to be taken off your mailing list.
Viral Marketing
A type of marketing that is carried out voluntarily by a company's customers. It is often referred to as word-of-mouth advertising. Email has made this type of marketing very prevalent. Tools such as "send this page, article or website to a friend" encourage people to refer or recommend your company product, service or a specific offer to others.
Viral Design
Elements and functions included in a communication that encourage and allow recipients to pass the offer along to others, thereby leveraging the marketing effort ("tell a friend," "please forward," etc.).
Viral Effect
A measurable outcome of the degree to which recipients of a communication refer the offer, products, services or company to others.
Viral Forwards
The number of referrals sent.
Viral Responses
The number of recipients who received the referral, opened it and clicked on a link.
Visual Clarity
A function, in large part, of layout and design: Pages are easy to scan; text and graphics are clear; prospects can find what they are looking for quickly and easily.
Voice
A grammatical property of verbs that indicates a relationship between the subject and the action expressed by the verb. "Birds build nests" is written in the active voice and emphasizes the subject - birds. "Nests are built by birds" is written in the passive voice and emphasizes the action - building nests. Active voice is far more persuasive in driving action.
WIIFM or "What's In It For Me?"
The question at the forefront of every email recipient's mind when making a decision to open, read and take action on your email (e.g. click on a link, call for an appointment, visit an office or retail location).
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