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stored in a computer in a systematic way, such
that a computer program can consult it to answer
questions. For email marketing purposes, a
database is the software that stores your records
or lists. Your database may be in the following
forms: ACT!, Filemaker, GoldMine, MS Excel,
Access, Netscape, Outlook, Outlook Express,
Oracle, Salesforce, Saleslogix, Sybase or many
other forms.
Dedupe
Deduplication refers to a data cleansing
technique where duplicate data is removed from
a set.
Deliverability
The ability of the email sender to consistently
deliver an email to a recipient’s inbox with HTML
and text intact. Marketers operating permissionbased
email schemes need to carefully consider
deliverability due to aggressive SPAM filters.
Domain
Generally refers to internet addresses, the
memorable form of a website’s numerical IP
address. VerticalResponse’s domain name is
verticalresponse.com.
DomainKeys
Or DKIM: Domain Keys Identified Mail.
An anti-spam software application that uses
a combination of public and private keys to
authenticate the sender’s domain (A name by
which a computer connected to the Internet
is identified) and reduce the chance that a
spammer or hacker will fake the domain sending
address.
Double Opt-in
“Double opt-in”, also known as “confirmed optin”
or “closed-loop” in some circles, provides an
additional layer of security by requiring that email
accounts be both subscribed and then verified by
a confirmation email before they are added to the
list. As a result, only those people with access
to the account can respond to the confirmation
message, greatly reducing the chance of abuse.
For this reason, double opt-in is regarded as the
gold standard for secure email marketing. See
also: Opt-in, Opt-in form
Email Campaign
When you build an email and send it to your
recipients using VerticalResponse this is an
example of an email campaign. Your campaign
may be a newsletter or may consist of offers.
Some marketers may define a campaign as
a series of email messages using a common
theme, but in the VerticalResponse system, any
email sent - even one at a time as opposed to a
series of emails - is classified as a campaign.
Email Client
An application used to send, receive, store
and view email like Outlook, Mac Mail, Yahoo!
Mail, Gmail, etc.
ESP (or Email Service Provider)
Email Service Providers (ESPs) are companies
like VerticalResponse that provide a service of
enabling a user to send permission-based email
campaigns to designated users. They are usually
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