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Open Relay
An open relay is an email server configured so
that anyone on the internet can dispatch email.
Once an acceptable means of sending email
in the past, spammers have used open relay to
re-route their email through a third party to avoid
detection. The CAN SPAM Act of 2003 made it
illegal to send spam through an open relay.
Opt-in
Opting-In is the action a person takes when he
or she actively agrees, by email or other means,
to receive communications from an email sender.
There are different types of opt-in practices,
some of which are more demanding than others.
See also: Double Opt-in, Opt-in form, Single Optin
Opt-in form
A form that website owners can add to their
site to collect newsletter signups from visitors.
See also: Double Opt-in, Opt-in, Single Opt-in
Opt-Out
Opt-out email marketing assumes the recipient
wants to receive email unless they specifically
ask to be removed from the list - in other words,
“opt-out” or “unsubscribe”. If readers fail to state
explicitly that they no longer wish to remain on
the list, they can expect to receive messages
until they make their desire known. Response
rates tend to be lower when sending opt-out
email, so be prepared for this result when you’re
analyzing your campaigns.
Payoff
When offering customers further information,
such as a whitepaper or article via a link in an
email, the payoff is the information they gain
access to when clicking on that link.
Permission-based email
he practice of only sending email messages to
those recipients who have agreed (or asked) to
receive them.
Personalization
The practice of writing the email to make the
recipient feel that it is more personal and was
sent with him or her in mind. This might include
using the recipient’s name in the salutation or
subject line, referring to previous purchases or
correspondence, or offering recommendations
based on previous buying patterns.
Phishing
In a phishing scam, a spammer, posing as
a trusted party such as a bank or reputable
online vendor, sends email messages directing
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