Email Solutions Key Terms

Define terms you will encounter when evaluating email solutions

Today, almost all businesses depend on the use of email. There are countless applications and programs that can be integrated with email to meet your business needs. Many solutions are meant to automate some or all of the processes involved in sending bulk emails for marketing purposes. These email solutions may use autoresponders, black lists or white lists. They may keep track of bounce-backs or addresses that have opted out. Other solutions may offer listserv and broadcast capabilities. Before researching email solutions for your business, familiarize yourself with these key terms.

Autoresponder

An autoresponder is a way to automatically send a pre-written response to anyone who sends email to a particular address. Autoresponse messages can notify people that a person is away on vacation, give them information to quickly receive help, list frequently asked questions or deliver a marketing message.

Internet black and white lists

Internet black and white lists are devices that attempt to block unsolicited email. A black list is a group of addresses that a user blocks from sending emails, while a white list is compiled of trusted addresses. A spam blocker may block mail from addresses on the black list and allow mail from addresses on the white list.

Bounce

When an email bounces, it means that the email provider was unable to deliver the email to the address provided. Most providers send a message to notify the sender of a bounced email. Soft bounces refer to bounces caused by a temporary problem, such as a full mailbox. Hard bounces usually mean the email address does not exist.

Opt-in

Opt-in is an option that allows people to request your marketing emails. Opt-out gives recipients a way to request the removal of their address from your marketing list.

Listserv

A listserv is a server that sends out bulk email to everyone on a mailing list. The server can configure the lists so only the owner can send mail, or it can set up the listserv as a discussion list so recipients can reply. In a discussion list, members can respond to a bulk email and their emails will go to all the members on the list.

Broadcast email

Broadcast email is the process of sending one email message to a list of many recipients, usually for marketing purposes. A broadcast email doesn't allow responses from people who receive the email. Rather than keeping a subscriber list, a broadcast email sends one message to all the addresses provided.

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