You should become familiar with these terms.
Terms related to message deliverability
- Blacklist: A list of IPs or domains that are determined to be sending spam. The data is usually curated by a third-party blacklist operator such as Spamhaus or Cloudmark and made available to ISPs and other recipient networks. The ISPs use the provided data to generate a blacklisting/blocklisting, which results in mail from the listed IPs or domains being blocked.
- Feedback loop: A form of feedback by which an Internet Service Provider (ISP) forwards anonymized spam complaints from their users, back to the senders with the expectation that the complainants are unsubscribed immediately. Failure to remove complainants can injure IP/domain reputation. Feedback Loop complaints are sent by using a standardized, machine-readable format called ARF.
- Spam foldering: The placement of email in a spam folder rather than the inbox. Also called bulking.
- Spam trap: A spamtrap is an email address that is valid, does not bounce, and silently accepts mail. They are used by the owners of the trap to isolate senders with bad sending practices. Hitting a single trap even once can result in a blacklisting, depending on the blacklist operator.
Terms used in this documentation
- Recipient: An individual who receives emails. Recipients can be either prospects or contacts.
- Prospect: An individual to whom you send email with the intent of converting them into a contact.
- Contact: An individual who has agreed to receive your marketing email.
- User: An individual who subscribes to an ISP or email service.
- Receiver: A network that receives email, generally used to describe an ISP, but can be applied in this context to any network that receives marketing email.
- Sender: A company that sends email marketing messages.
- Contact list: As part of a marketing database, a list of the individuals who agreed to receive your email.