Open Rate - Your open rate is simply the number recipients who opened your HTML e-mails. It is typically measured as a percentage of the total number of e-mails sent, although calculation methods may differ. The open rate is considered a useful metric for judging response to an e-mail campaign but it should be noted that open rates for text e-mails can’t be calculated and some e-mail clients don't display images as a default which would under report your total number of opens.
Above the Fold - The bottom of your browser window or the bottom of your e-mail before you have to start scrolling is commonly referred to as the “fold”. These viewable areas should be where your most important information should be located since it's the first thing your viewer will see.
Preview Pane - E-mail programs like Microsoft Outlook, Entourage, and Mac Mail allow users to view e-mail through a preview pane before your recipient clicks to open. The preview pane is important to bear in mind when composing the opening lines of an e-mail so you can get your recipient's attention fast.
Copy - Your copy is simply the text of the e-mail you write.
Hosted E-mail - A hosted version of an e-mail allows users to view the e-mail message as a web page, ensuring that all formatting remains intact. Hosted versions of your e-mail are also great for you to send your Twitter and Facebook followers to when you launch your campaign.
Spoofing - E-mail spoofing involves forging a sender's address on e-mail messages. It can be used by malicious individuals to mislead e-mail recipients into reading and responding to deceptive mail. These fake messages can jeopardize the online privacy of consumers and damage the reputation of the companies purported to have sent the messages. Spoofed email often contains phishing scams.
Phishing - In a phishing scam, a spammer, posing as a trusted party such as a bank or reputable online vendor, sends e-mail messages directing recipients to web sites that appear to be official but are in reality fraudulent. Visitors to these web sites are asked to disclose personal information, such as credit card numbers, or to purchase counterfeit or pirated products.
Targeting - Targeting gives you the ability to deliver e-mails to those most likely to respond to your e-mails, based on a variety of things like their geographic, demographic, psychographic and behavioural information.
Whitelists - Whitelists are usually created by an ISP (internet service provider) and are made up of commercial emailers (including ESPs) who have been approved to send email through their gates. The ISP requires a list of IP (internet protocol) addresses that e-mail will be sent from, and in some cases a test period where the commercial e-mailer will be approved or rejected.
Web Friendly Fonts - Almost all web browsers are capable of displaying four primary fonts properly: Times, Arial, Helvetica, and Verdana, as well as their variants (Arial Narrow, Times New Roman, etc.) If a web developer decides to stray from one of these fonts he or she risks browser compatibility problems and the prospect that their pages may render inaccurately when viewed through certain web browsers.
Courtesy of Vertical Response
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