Email Marketing Glossary

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Vendor

Any company that provides a service. See email vendors.

Verification

A program that determines an email came from the sender listed in the return path or Internet headers; designed to stop email from forged senders.

Video e-mail

An email message that includes a video file, either inserted into the message body, accessible through a hotlink to a Web site or accompanying it in an attachment (least desirable because many ISPs block executable attachments to avoid viruses).

Viral Marketing

A type of marketing that is carried out voluntarily by the company's targeted customers. The electronic equivalent to 'word-of-mouth advertising'. Email has made this type of marketing both relevant and prevalent. Tools such as 'send this page' or 'email to a friend' encourage people to refer or recommend your company's product, service or a specific offer to others.

Virus

A program or computer code that affects or interferes with a computer's operating system and gets spread to other computers accidentally or on purpose through email messages, downloads, infected CDs or network messages. See worm.