Pass-along |
| An email recipient who got your message via forwarding from a subscriber. (Some emails offer "forward to a friend" in the creative, but the vast majority of pass-alongs happen using email clients, and not that tech.) Pass-alongs can affect the formatting of the email, often stripping off HTML. Also known as viral. |
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Permission-based email |
| Email sent to recipients or subscribers who have opted-in/ subscribed or given inferred permission to be sent email communications from a particular company, website or individual. Whichever way you look at it, permission is an absolute prerequisite for legitimate email marketing. |
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Personalization |
| A targeting method in which an email message appears to have been created only for a single recipient. Personalization techniques include adding the recipient's name in the subject line or message body, or the message offer reflects a purchasing, link clicking, or transaction history. |
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PGP (Pretty Good Privacy) |
| Software used to encrypt and protect email as it moves from one computer to another and can be used to verify a sender's identity. |
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Phishing |
| A form of identity theft in which a scammer uses an authentic-looking email to trick recipients into giving out sensitive personal information, such as credit-card or bank account numbers, Social Security numbers and other data. |
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Plain text |
| Text in an email message that includes no formatting code. See HTML. |
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POP |
| Post Office Protocol, which an email client uses to send to or receive messages from an email server. |
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Postmaster |
| Whom to contact at a Web site, ISP or other site to request information, get help with delivery or register complaints. |
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Pre-existing business relationship |
| The recipient of of your email has made a purchase, requested information, responded to a questionnaire or a survey, or had offline contact with you. In other words, the recipient has given inferred permission for you to email them. |
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Preferences |
| Options a user can set to determine how they want to receive your messages, how they want to be addresses, to which email address message should go and which messages they want to receive from you. The more preferences a user can specify, the more likely you'll send relevant email. |
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Preview pane |
| The window in an email client that allows the user to scan message content without actually clicking on the message. See open rate. |
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Privacy policy |
| A clear description of how your company uses the email addresses and other information it gathers via opt-in requests for newsletters, company information or third-party offers or other functions. If you rent, sell or exchange your list to anyone outside your company, or if you add email addresses to opt-out messages, you should state so in the privacy policy. State laws may also compel you to explain your privacy policy, where to put the policy statement so people will see it and even in form the policy should be displayed. |
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