Abuse Complaint: An email recipient flags a message as spam/abuse

Aggregator: The avenue all text messages must go through to reach the mobile carrier networks

Alignment (DKIM): DKIM is aligned when the parent domain of the DKIM signing domain matches the header From Domain. May be required for DMARC

Anti-Spam Software: Software that ISPs use to filter out spam or unwanted mail. Examples: Proofpoint, Cloudmark, SpamAssassin

Authentication: Methods to validate legitimate email, such as SPF, DKIM and DMARC

Blocklist: A list containing IP addresses or domains of known spammers or bad senders. Senders' mail can be blocked/bounced if on blocklists

Bounce: When a recipient mail server rejects an email, it returns a bounce message back to the sender

Bounce Address: The email address to which bounce messages are delivered

Bounce Domain: A sub domain chosen by the marketer, to be automatically applied to message settings in event of bounce errors

CAN-SPAM : A law that sets the rules and requirements to send commercial email in the United States

CASL: Canada’s Anti-Spam Legislation; a law that protects Canadian consumers and businesses from otherwise unwanted spam electronic commercial messages (email and text)

CCPA: A California regulation that that protects citizens and the handling of their personal data for purposes of electronic commercial messaging

CTIA : Cellular Telecommunications Industry Association; organization that represents the wireless communications industry

DBL: Domain Blocklist is a database of domains considered to be known spammers

Dedicated IP: A sending IP dedicated to only one client/sender

Deliverability: The ability to successfully deliver messages to intended inboxes rather than the spam folder

DKIM Record: "Domain Keys Identified Mail" a DNS based method of email authentication

DMARC Record: "Domain-based Message Authentication, Reporting & Conformance" is a method of email authentication utilizing DKIM and SPF

DNS: "Domain Name System" A system that translates/assigns readable domain names to IP addresses

DNS A Record: "Address" Record is a DNS record that assigns/maps a domain name to an IP address

DNS CNAME Record: "Canonical Name" Record is used to point one alias to another. I.e.: links.domain.com IN CNAME customers.esp1.co

DNS MX Record: "Mail Exchanger" Record specifies the mail server for a given domain name. I.e.: bounce.domain.com. IN MX 10 bounce.esp1.co

DNS TXT Record: "Text" Record assigns a string of text to a domain. I.e.: bounce.domain.com. IN TEXT "v=spf1 include:esp1.co -all"

DNSBL: "Domain Name System-based Blackhole List" a DNS based system to prevent mail servers from accepting spam by checking the senders against a given RBL

Domain Alias: A sub domain chosen by the marketer, to be automatically applied to links within your emails

Envelope-From: AKA Bounce Address, MFrom Address, Return Path Address - Identifies from where an email originated and to where bounces will be sent.

Feedback Loop (FBL): A service from ISP’s that reports spam/abuse complaints back to the sender so that the send can unsubscribe contacts who file complaints

Freemail: A service that provides access to an (typically web based) email address/account for free, in exchange for targeted ads. I.e.: Gmail, Hotmail, Yahoo

From Name: The name of which your emails send from

From Address: The sending email address for your messages

GDPR: General Data Protection Regulation; a law that protects European Union citizens and the handling of their personal data for purposes of electronic commercial messaging

Google Postmaster Tools: A web resource for monitoring senders' IP and Domain reputation with Gmail

Hard Bounce: A bounce that is considered permanently undeliverable, such as an invalid address or domain

Inbox Placement: The rate at which emails are delivered to the inbox versus the spam folder

Invalid Address: An email address that does not exist

ISP: "Internet Service Provider" A company that provides internet access to customers, such as Comcast. In respect to Deliverability, it also applies to email providers, such as Gmail or Hotmail

Mailbox: Also known as an email address or email account. A destination in which email communications are delivered

Mailbox Provider: An organization that provides email addresses for use. This can be an ISP, Freemail service, etc.

Microsoft SNDS: A reporting website/tool from Microsoft that displays overall percentage of Microsoft domains spam being sent from IP addresses

Mobile Carriers: Wireless service providers that supply cellular connectivity to mobile devices

Mobile Originator: The number of which your text messages send from (sender code or TFN)

Primary Cause: The main reason/cause for a deliverability issue. Example: The primary cause of low opens can be that "messages are landing in the spam folder"

Program Name: The name of which your text messages send from, required to be in all campaigns

Quiet Hours: The regulated times of day in which text messages cannot be sent to consumers

Recipient IP: The IP address of the recipient of an email

Reputation: Each sending IP and/or domain holds a reputation with ISPs. A sender with a bad reputation with Gmail, for example, will see messages get delivered to spam

Safe Senders List: A list/setting in an email client that essentially will whitelist a sender. Companies can use this to ensure delivery of wanted emails

Seed: An email address contained in a seed list

Seed List: A list of email addresses to be used for testing purposes. Seed lists can contain email addresses monitored by client’s internal employees to test/monitor emails being sent through Listrak.

Sending/Delivering IP: The IP address of the sender of an email

Shared IP: A group of IP addresses that are shared between multiple senders

SMTP: "Simple Mail Transfer Protocol" the standard communication protocol used for sending email

Soft Bounce: An email bounce that is considered temporary and not permanent, like a hard bounce. I.e.: Out of Office, Mailbox Full, Failed DMARC

SPF: "Sender Policy Framework" a text record used for email authentication, similar to DKIM. Used in conjunction with DMARC

TCPA: Telephone Consumer Protection Act; legislation that regulates telemarketing phone calls and text messages

Whitelist: Recipient mail servers can maintain a whitelist, a list of good/allowable mail senders to prevent blocking of mail from a given IP or domain