Glossary of Terms

  • Subscriber

    A subscriber is a person who has opted-in, or subscribed, to your email list. Your list(s) Email Assurance Grade is determined by the Deliverability Codes within your lists' address-by-address analysis. These Deliverability Codes provide valuable inf...
  • Stale List

    A stale list is one that has not been mailed to regularly. Usually with a stale list, the sender has failed to mail on a recurring basis OR the subscribers on the email list have become inactive and permission has expired....
  • Spam Trap

    A spam trap is an email address that's not actively used, but is actively monitored. Spam traps can be set up to intentionally catch spammers, OR an email address that has been inactive for a long period of time may be used as a spam trap as well....
  • Soft Bounce

    Soft bounces typically indicate a temporary delivery issue for an email address. These bounces can occur because of reasons such as a subscriber's mailbox is full, a recipient email server is down or offline, or an email message is too large. MailChi...
  • SMTP

    An SMTP server is a computer that receives outgoing mail messages and routes them to their intended recipients. Messages often must pass through several servers to reach their destinations, and SMTP facilitates this. An SMTP Check verifies that the s...
  • Permission

    Having permission means having a person's consent to send them email. By opting-in to your email list, a subscriber has given you permission to send to them. According to email best practices, permission usually expires within months and needs to be ...
  • Opt-Out / Unsubscribe

    When a subscriber "opts-out" from an email list they are unsubscribing, and therefore revoking permission to email them....
  • Opt-In

    Subscribers "opt-in" by filling out some sort of signup form for your email list. This is how you get a person's permission to email them. Best practices states that you should always use a "double opt-in" - having someone fill out your form first an...
  • MX Lookup

    An MX Lookup is a test we perform on that lists MX records for a domain in priority order. The MX lookup is done directly against the domain's authoritative name server, so changes to MX Records should show up instantly....
  • IP Reputation

    Your IP Reputation is a holistic view of your IP, taking into account factors including spam complaints, reports, email deliveries, and sender actions. Activity such as bounces, spam complaints, and low open/click rates can negatively effect your sen...
  • Email Service Provider (ESP)

    A company offering email marketing or email services for a large number of people, allowing you to deploy campaigns to lists of subscribers....
  • Deliverability

    Email deliverability refers to the likelihood of an email reaching an inbox. The deliverability status of each address within your email list affects the overall deliverability of the list....
  • CSV

    A comma-separated value (CSV) file stores tabular data (numbers and text) in plain-text form and is widely used by consumers and business. A .csv is one of the file formats we accept for users who want to upload email lists to our system. Once a list...
  • Honeypots

    It is a spamtraps, usually e-mail addresses that are created not for communication, but rather to lure spam.In order to prevent legitimate email from being invited, the e-mail address will typically only be published in a location hidden from view su...
  • ROI

    ROI son las siglas en inglés de Return On Investment y es un porcentaje que se calcula en función de la inversión y los beneficios obtenidos, para obtener el ratio de retorno de inversión.Para calcular e...