Email Marketing Glossary of Terms from Benchmark Email

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Email Marketing Terms

Above-the-Fold	Affirmative Consent
API (Application Programming Interface)	Auto Responder
Blacklists	Blocking
Bounced Email	Calls to Action
Campaign	CAN-SPAM Act of 2003
Click-Through	Confirmed Opt-In
Content	Conversion Rate
Double Opt-In	Email Blocking
Feedback Loop	Hard Bounce / Soft Bounce
Header	House List
HTML (HyperText Markup Language)	Landing Page
Mailing List	Open
Open Rate	Opt In (or Subscribe)
Opt Out (or Unsubscribe)	Permission-Based Email
Personalization	Phishing
Privacy	Recipient
Rental List (or Acquisition List)	Reputation
Segmentation	Sender
Spam	Spam Complaint
Spoofing	Subject Line
Subscribe	Targeting
Tracking	UCE
Unique Click	Universal Resource Locator (URL)
Unsubscribe	Voice
WIIFM or “What’s in It for Me?”	Whitelists