To remove oneself from an email list, either via an emailed command to the list server or by filling in a Web form. Vendor

Refers to a test situation in which a list is split into two pieces with every other name being sent one specific creative, and vice versa. See also Nth name.

The part of an email message or Web page that is visible without scrolling. Material in this area is considered more valuable because the reader sees it first. Refers to a printing term for the top half of a newspaper above the fold. Unlike a newspaper, email and Web page fold locations aren’t predictable. Your fold may be affected by the users’ pr [..]

Microsoft software tool used for developing a database. Any database vendor you work with — email broadcaster, list broker, third-party list-hygiene service, etc. — should be able to work with this format (as well as several others.)

In email marketing, the cost to generate one lead, newsletter subscriber or customer in an individual email campaign; typically, the total campaign expense divided by the number of leads, subscribers or customers it produced.

An exchange between two publishers in which each agrees to run the other’s comparably valued ad at no charge. Value is determined by rate card, placement, size of list, quality of list, name brand fame, etc.

A marketing partner that promotes your products or services under a payment-on-results agreement.

An active request by a reader or subscriber to receive advertising or promotional information, newsletters, etc. Generally affirmative consent does not included the following — failing to uncheck a pre-checked box on a Web form, entering a business relationship with an organization without being asked for separate permission to be sent specific typ [..]

Email message that notifies subscribers of an event or special price.

America Online.