Bob’s Jargon Buster

Acceptable Spam Report Rate

The acceptable level of your emails sent that are reported as SPAM before harming your sender reputation. Typically the acceptable level is 0.1% (1 email per 1000) before being reported as a sender of SPAM.

Topic: Email Marketing

Acceptance Rate

Also referred to as Deliverability Rate,this is the percentage of your sent email campaign messages that are accepted by your recipients mail servers. Just because an email is accepted by the mail server does not mean it will get to an inbox. Even legitimate email can be mistakenly labelled as SPAM.

Topic: Email Marketing


A list that identifies the source of Spam email. If your emails exceeding the Acceptable Spam Report Rate you will be added to a Blacklist. Email servers around the world use Blacklists to identify the sources of Spam Email and will mark all emails from those senders as Junk.

Topic: Email Marketing

Bounce Rate

The percentage of your email campaign messages that are not delivered to recipients. There are two types of bounces, hard and soft. An acceptable bounce rate is less than 5%, above which you risk being identified as a source of spam email and added to a Blacklist.

Topic: Email Marketing

Bulk Mail

The sending of multiple email marketing messages in which the same content goes to a group of people.

Topic: Email Marketing


Short for ‘Controlling the Assault of Non-Solicited Pornography And Marketing Act of 2003’, a law that defines the rules and requirements for commercial email. It provides email recipients the right to stop senders emailing you, and lays out consequences for violations of the Act.

Topic: Email Marketing

Cascading Style Sheets (CSS)

Used by web pages to control display. CSS can help define font, size, colour, spacing, border and location of items on a web page. It can be useful for achieving a consistent look across the pages of a website.

Topic: Websites

Click-Through Rate (CTR) [Advertising]

In online advertising, it is the percentage (the number of unique clicks divided by the number of times an advert was presented to a website visitor) of people who, seeing you advert, click it. For example, if 5 people clicked and your ad has 1000 impressions, then your CTR would be 0.5%.

Click-Through Rate (CTR) can be used to determine how well your ads are performing. A high CTR is a good indication that people find your ads helpful and relevant.

Topic: Search Engine Marketing (SEM), Social Media Marketing

Click-Through Rate (CTR) [Email]

In email marketing, it is the percentage (the number of unique clicks divided by the number of emails that were opened) of recipients that click on a given links within your email.

For example, if you sent 1,000 emails and 1,000 were opened and 100 people clicked on a link then the CTR would be 10% (1,000 divided by 100).

Topic: Email Marketing

Clicks Per Delivered

The percentage measure of the number of clicks on the contents of your sent emails, divided by the number of emails delivered to the intended inbox. Each click by a single recipient is counted, so one person clicking 10 links is the same as 10 different people clicking once. For unique clicks see Click Through Rate (CTR).

Topic: Email Marketing

Conversion Rate (CR) [Advertising]

The percentage of people who respond to your call-to-action in an online advertising campaign or promotion. This is one measure of your advertising campaign’s success.

For example, your advert is presented 1,000 times, telling people about your latest offer and 75 people click it, go to your website and make a purchase. You CR would be 7.5%.

Topic: Search Engine Marketing (SEM), Social Media Marketing

Conversion Rate (CR) [Email]

The percentage of recipients who respond to your call-to-action in an email marketing campaign or promotion. This is one measure of your email campaign’s success.

For example, you send 1,000 emails telling people about your latest offer and 50 people go to your website and make a purchase. You CR would be 5%.

Topic: Email Marketing

Cookie (or Pixel)

A small file saved onto your computer that is used to provide a personalised experience on a website.

When you visit a website that uses cookies, a file is downloaded onto your device. The next time you visit that site, your device looks for the cookie and sends the information contained in that cookie back to the website. The website then ’knows’ that you have been there before, and in some cases, tailors what appears on the screen. For example, it can be helpful to maintain the login to your account.

Cookies are used widely to track visitor activity on websites and then deliver advertising based on the person’s viewing history.

Topic: Online Advertising, Remarketing, Social Media Marketing, Websites, Web Analytics

Cookie Policy

A clear explanation of the information that is collected and stored in Cookie that are saved onto visitors devices. It also outlines what the information is used for.

In some territories it is a legal requirement to tell visitors that your site uses cookies, and give visitors a choice as to whether to allow them.

Topic: Online Advertising, Remarketing, Social Media Marketing, Websites, Web Analytics

Cost Per Thousand (CPM) [Advertising]

The advertising acronym CPM stands for “cost per thousand impressions”, which is a measurement of how much it costs you to reach 1,000 readers, viewers, visitors or listeners. Using the CPM of different methods of advertising is a helpful way to make comparisons.

For example, you use the CPM to compare a Facebook Ad reaching 10,000 people, a Google Ad reaching 50,000 people and a Website Ad with 100,000 visitors. If you use only the actual cost of an ad to compare these three advertising options, you may end up paying more to reach each potential customer even if you buy the least-expensive ad.

Topic: Online Advertising, Social Media Marketing

Cost Per Thousand (CPM) [Email]

In email marketing, CPM commonly refers to the cost per 1000 names on a rental list of email addresses. For example, a rental list priced at £250 CPM would mean that the list owner charges £0.25 per email address.

Topic: Email Marketing

Dedicated IP Address

In email marketing, it refers to an IP address from which only you send email.

Dedicated, means that one specific IP Address is permanently allocated to the device sending your email.

Sometime referred to as a Static IP Address.

IP Addresses can also be Dynamic, meaning they are temporarily assigned to devices.

Topic: Email Marketing, Websites

Domain Name

A domain name is what people type into your browser to find your website. It’s also the end part of your email address.

Tutor Bob’s domain name is

Just think of it as part of an address, just like your town or city is part of your postal address.

Domain names are also referred to web addresses or URLs. Whilst a domain name can be a web address or URL, not all web addresses or URLs are domain names. For example, only part of the the web address is actually the domain.

Similarly, a domain name is not a website. It’s simply the address to the website. In the same way that a postal address is just a way of finding a building.

Topic: Websites

Domain Name System (DNS)

DNS is how domain names are translated into IP addresses. DNS also controls email delivery and various other web look ups.

DNS is what makes it possible for you to use your web browser to find web sites as well as send and receive email.

DNS settings are managed by a ‘Nameserver’.

Topic: Email Marketing, Websites

DomainKeys Identified Mail (DKIM)

DKIM allows sender of email marketing messages to associate their domain name with their emails, thereby vouching for its authenticity and increasing the likelihood of successful delivery to recipients.

Topic: Email Marketing

Double Opt-In

The recommended way of building an email list, it requires subscribers to confirm their opt in to receive email by clicking a link in a confirmation email or responding to the confirmation email in some other way. If the subscription is not confirmed using the confirmation email then the person is not added to the email list.

Double Opt-In prevents an email address being added to a list without the owner of the email agreeing.

The other method of opt-in is known as Single Opt-In, where a person’s email address is entered but no confirmation email is sent to the person.

Topic: Email Marketing

Dynamic IP Address

This is an IP address that is temporarily assigned to a device connected to the Internet.

Dynamic IP Addresses are typically given to devices such as home computers, tablets and mobile phones when connected to a WiFi zone. When the device disconnects from WiFi the IP Address is released and may then be allocated to another device connecting to the network.

IP Addresses that are permanently assigned to devices is known as a Dedicated (or Static) IP Address.

Topic: Websites

Email Automation

Email automation enables you to send out messages to your customers at designated times.

Using automation you can save time by send messages when customers take specific actions, such as following a link in another email, visiting a page of a website or completing an online purchase.

Topic: Email Marketing

Email Campaign

An email, or series of emails, designed to accomplish a specific overall marketing goal.

Topic: Email Marketing

Email Filter

An email filter is a way to separates email into different folders based on the sender, subject line, or content of an email. It provides a way to organise email into different categories automatically, such as separate folders or locations for work, personal, subscriptions and other services.

It can also be used to delete, archive, forward, reply or block email.

For example, automatically move all emails from a specific person into one folder.

Topic: Email Marketing

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