man on computer with research next to him


Email Marketing  |  3 min read

Email marketing glossary - here's a list of helpful terms

Created with Sketch.

Sarah Connolly

In the world of email, Internet, and e-everything there seems to be a bounty of acronyms that may or may not mean what you think. In the following glossary, you'll be able to find some of the most common terms and acronyms used in [email marketing]( today.

Email marketing glossary

EMT (Email Marketing Terms): An acronym is a word formed from the initial letters, or groups of letters, of words or phrases and they’re often used to shorten phrases or terminology, making it easier to reference.  It’s a mistake to assume everyone knows all the buzzwords for an industry because there are just SO many out there!  

CAPTCHA (Completely Automated Public Turing Test to Tell Computers and Humans Apart): This can be found on online forms, used to verify that a human not a computer is behind the  form submission.

CAN-SPAM Act of 2003 (Controlling the Assault of Non-Solicited Pornography And Marketing Act of 2003): The United States' first national standard for the sending of commercial e-mail and requires the Federal Trade Commission to enforce its provisions. A law that sets the rules for commercial email, establishes requirements for commercial messages, gives recipients the right to have you stop emailing them, and spells out tough penalties for violations.

SMPT (Simple Mail Transfer Protocol): The protocol used for sending email over the internet, a set of commands that authenticates and directs the transfer of mail.

UCE/UBE (Unsolicited Commercial Email/Unsolicited Bulk Email): Another name for spam.

URL (Uniform Resource Locater): The domain name you see in the address bar of your browser. It represents an encoded form of your website’s IP address. For example,

SPF (Sender Policy Framework): A protocol used to eliminate email forgeries. A line of code called an SPF record is placed in a sender's domain name server information. The incoming mail server can verify a sender by reading the SPF record before allowing a message through.

ISP (Internet Service Provider): A company that provides individuals and other companies access to the Internet and other related services, such as web site building and virtual hosting.

BTF (Below the fold): The “fold” is the bottom of the page once it first loads. Anything underneath this line in the page is considered “below the fold.” The most important information on your page should, ideally, be located "Above The Fold" (ATF). 

COI (Confirmed opt-in): A situation where someone fills out a web form, requesting information, then confirms their request to be on your list by clicking on a unique link emailed to their address. If they don't click on that link, sign-up is not completed, and they’ll receive nothing further from you.

DNS (Domain Name System): An internet service that translates domain names into IP addresses. Without DNS, we would have to remember the IP address of every site we wanted to visit, instead of just the domain name. 

Sarah Connolly works on the Email Systems Team focusing on email deliverability, reputation, and compliance for Keap. She is passionate about small businesses, live music, and dachshunds.  

Was this post helpful?

Subscribe to our newsletter

Fresh small business insights and ideas delivered weekly to your inbox, gratis.

Before you go...

Get fresh small business insights and ideas delivered weekly to your inbox.

Subscribe to our weekly newsletter!

What you'll get from it:

As a thank you for subscribing, we'll send you a copy of our 2019 Small Business Marketing Trends Report with insights from over 1,000 surveyed business owners. The gifts just keep on coming.

4 Reasons to Subscribe:
  • Weekly tips to dominate sales and marketing

  • Expert small business resources that cost you zero dollars

  • We're focused 100 percent on small business success

  • Righteous GIFs

    GIF of Ferris Bueler principal's assistant

P.S. We'll never give out your information. We'll only use it to send you awesome content and resources, if you're cool with that.

Why the name change?

Infusionsoft is now Keap. Why? Because it takes perseverance to grow a successful small business, and we’re here to help.

Our mission remains the same: To simplify growth for millions of small businesses worldwide.

As Keap, we now offer a family of products designed to help small businesses no matter what stage they’re in.

We created Keap, the all-in-one CRM, sales and marketing platform for growing service businesses, because most small businesses need to start simple and grow over time.

Our top-tier product, Infusionsoft, is for small businesses with more advanced sales and marketing automation needs.

So whether you want to start simple or you’re ready for our most advanced edition, we offer a Keap product that will help you get organized, deliver great service, and grow your business.

Keep going. Keep serving. Keep growing.

See demo