Deliverability Defined Deliverability Terminology You Need to Know
Sep 22, 2020
42:57
It’s starting to look like fall in many parts of the country, so you know what that means! Pumpkin spice! Just kidding. Back-to-school! Today, we’re going to do a little vocab lesson and make sure we’re all up-to-date on the lingo being tossed around in the deliverability world.
We’re going to define each term, and if need be, point you to more in-depth resources about each one. Get your baggy sweatshirts and binders out, because this is a lecture you’ll want to listen to!
Deliverability Terms
- Delivery — When an email is successfully delivered at the end of the email sending process.
- Deliverability — When an email reaches the inbox of a subscriber.
- Spam Filter — The algorithms and machine learning that filters emails for its users, and decides whether emails belong in the inbox, spam folder, or somewhere else.
- Complaint — When a subscriber marks a message as spam.
- Feedback Loop — The way that mailbox providers can send complaint information back to the sender.
- Mailbox Provider — The platform that a subscriber uses to host their mailbox.
- Domain — The part of an email address after the “@” symbol.
- Spam Trap — An email address that is used to catch senders with bad practices.
- Blocklist — A company or organization that compiles a database of risky domains or IP addresses.
- Authentication — Methods to help ensure that the person sending the email is who they say they are. The three types are SPF, DKIM, and DMARC.
- Message Headers — The "transcript" of the email.
- MX Record — A domain record that specifies the mail server responsible for accepting email messages on behalf of a domain name.
- Open/Open Rate — Opens are tracked using an invisible pixel embedded in the email. Open rate is typically calculated by the number of opens divided by deliveries.
- Click/Click Rate/Click Through Rate — A click is tracked when someone clicks a link in an email. Click rates are typically calculated as the number of clicks divided by deliveries.
- Click-to-Open Rate — The number of clicks vs. the number of opens.
- List Bombing — When subscribers are added to your form by a bot, and they didn't actually sign up to receive your emails.
- Double Opt-in/Confirmed Opt-in — When you require that anyone who signs up to your form has to click a link in an email to confirm that they actually signed up.
- Opt-in Confirmation Email/Permission Pass — An email that contains a link for subscribers to confirm that they want to stay on your list. Those who don't click to confirm should be removed from the list.
- Call-to-Action — The action step in your email that you're emphasizing.
- Seedlist — A list of test email addresses that report whether emails landed in their inbox or spam folder.
- Spoofing — When someone sends an email pretending to be another person, company, brand, etc.
- Allowlist/Safelist/Address Book — A way for subscribers to mark a sender as "safe" and ensure all of their messages go to the inbox.
Links
- Deliverability Defined 02: Sender Reputation: The Road to Inbox Placement
- Deliverability Defined 05: Avoiding Spam Traps the Right Way
- Deliverability Defined 06: Authentication (SPF, DKIM, DMARC)
- Deliverability Defined 07: Meaningful Metrics: Going Beyond Open Rates
- Deliverability Defined 09: Demystifying Blocklists
- How to ensure your emails are authenticated
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