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Glossary of terms

This Glossary should de-mystify any terms that don't quite make sense to you, we'll keep adding to it.



Anchor Tags

An anchor tag shows an anchor link where to go in a web page or message.

We do not recommend that you use anchor tags and links in your messages however, as they are not supported by all email clients and because we recommend an email should not be more 1000 pixels long there should be no need for them.

Append list

Merging a new contact list with an existing one already held on your Pure Response account. There is an ‘append list’ button next to each contact list on your account. You will not be able to append to a list that is part of a running or scheduled campaign.


This is a file that is sent along with an email message, most commonly a word document or PDF file.


Automated email campaigns triggered either by a date or sign up form entry.

Welcome Automations:

A series of welcome emails triggered from the point a subscriber enters their detail on a web sign up form.  This can include a double opt in email and sign up completion email.

Date Automations:

Automated emails triggered by a date field in your data list. For example, ‘Happy Birthday’ emails  sent on each recipients birth date.  Event reminders, sent 2 weeks before the event, 1 week before and also follow up emails after the date of the event.



Bacn (pronounced like bacon) is email that has been subscribed to and is therefore not unsolicited, but is often not read by the recipient for a long period of time, if at all. Bacn has been described as "email you want but not right now."

Bacn differs from spam in that the recipient has signed up to receive it. Bacn is also not necessarily sent in bulk. Some examples of common bacn messages are news alerts, periodic messages from e-merchants one has made previous purchases with, messages from social networking sites, and wiki watch lists.

The name bacn is meant to convey the idea that such email is "better than spam, but not as good as a personal email.


A refusal by an ISP or mail server not to accept an email message for delivery.

Many ISPs block email from IP addresses or domains that have been reported to send spam or viruses or have content that violates email policy or spam filters.


A message that doesn't get delivered is said to have bounced.

Emails can bounce for many reasons: the email address is incorrect or the account has been closed; the recipient's mailbox is full, the mail server is down, or the receiving system detects spam or offensive content. (See "Soft Bounce" and "Hard Bounce")

For senders, hard bounces are the most important to pay attention to. Specifically, the Unknown User is the most important hard bounce metric to look at, since it determines the quality of addresses on your list.


Call to action

Words or graphics that urge the viewer to take a particular action. E.g ‘Buy Now’ ‘Read More’.

Clean list

There is a ‘clean list’ button next to each contact list on your account that is not tied to a pending or running campaign. This button will remove all hard bounced and opted out email addresses from your list.


CMS stands for Content Management System which is a system allowing the publishing of web content, allowing content creators to create, submit and manage contents without requiring technical knowledge of web programming languages. Usually these are used for the creation and management of websites.

Contact Frequency Limit

A limit that can be applied to an individual recipient or to all contacts on a profile which ensures that only a specified number of emails is received by each recipient over a specified period of time.  This is useful when scheduling a long series of acquisition campaigns where the same recipient is likely to appear in more than one list, this will prevent any one email address from receiving too many emails and unsubscribing from future campaigns.


CRM stands for Customer Relationship Management which is described below...

Customer relationship management

A piece of software used to manage a company’s interaction with clients, prospects and staff.  A CRM is used to automate and organize business processes and will often be a central database for all client and prospect contact and service history. Commonly used CRMS are Salesforce, Microsoft Dynamics and Sugar CRM.



Many marketers believe "delivered" means "delivered to the inbox," which isn't true at all.

Delivered means what is accepted at the webmail provider or ISP and includes email delivered to the inbox as well as to the spam folder. This is also known as accepted.

Senders should really be focused on what their inbox placement rate is. (The total number of messages delivered to the inbox minus spam folder deliveries, as well as bounced mail)

Direct Debit Mandate

An instruction from a customer to their bank or building society to transfer funds to an organisation or individual.


DKIM (DomainKeys Identified Mail) is a way to digitally sign messages and verify that the messages were sent by a particular domain. It works like a wax seal on an envelope, preventing messages from being tampered with.

So if you're mail is digitally signed & sealed then ISPs will be less concerned about the mail being malicious and therefore improve your inbox placement.

Dynamic Content

Dynamic content enables you to think beyond plugging a first name into the subject line or salutation and lets you create a single email template that serves up relevant and targeted content to every member of your database. Dynamic content allows you to deliver personalised articles, product offers or call-to-actions based upon information known about the recipient such as demographics, personal preferences, purchase history or online activities.

Companies using a personalised approach to email marketing regularly report results that are four to eight times better than those of static campaigns.

Dynamic Reply

The 'Dynamic Replies Module' gives users the opportunity to have each individual email in a campaign to come from a personalised email address and from name.

It also enables each individual email's replies to go back to a personalised, 'real' email address specific to that recipient


Event Notifications

Pure360's event notifications allow you to respond to hot leads instantly, boost customer retention and increase conversion rates by sending you a notification via email at the moment individual recipients open, opt-in, opt-out or click on a link within your email marketing. These notifications allow you to respond to any of the recipients interacting with your marketing without logging onto PureResponse.

"The Event Notification Module alerts you instantly by email when a recipient takes action as a result of receiving a message from you. Whether it be an open or a click, this module will allow you or your sales team to make a follow up call at the precise moment the recipient is thinking of your product or service.

The Event Notification Module can be applied in the following events:

  • Open
  • Click
  • Bounce
  • Unsubscribe
  • Optin
  • Delivery
We can also update your CRM with this reporting information, this will take the form of an HTTP post, this will enable you to leverage the reporting information we provide within your CRM system.


Guaranteed Bandwidth

If you need a campaign to be sent within a specific timeframe, Pure360 can offer you the option to 'book' guaranteed bandwidth and give your campaigns priority within our servers.


Hard Bounce

Email's sent to an address where the message cannot be delivered due to a permanent failure. This can be due to email users abandoning their account, or mailing to an address that has never existed. In both cases, this type of hard bounce is called an Unknown User.

Hard bounces should not usually be retried because the error is considered permanent and this will heavily affect your future deliverability.

There are some exceptions that will require you to look closely at hard bounces, for example, some ISPs may still return a hard bounce for a permanent block. Looking at your bounce report can determine if that's the case.


Inbox Placement Rate (IPR)

This is the number of emails actually being delivered to the inbox. Many factors impact your IPR, including complaint rate, spam trap hit rate and unknown user rate.

This term is commonly confused with delivered and accepted. Research shows that the average IPR for IPs with Sender Scores of 91 or greater is about 88%, which is significantly lower than the 99% "accepted" rate.


Landing page

A landing page is the web page that your email campaign sends people to. This will usually be a specifically created page that matches the content of the email.


A lead is a contact that you provide to your sales team who has shown an interest in your services and company.

List export

This is the name we give to the action of downloading a contact list from PureResponse onto your computer.



The number of HTML message recipients who opened your email, shown as a number and as a percentage of the total number of emails received.

The open rate is considered a key metric for judging an email campaign's success. Open rate is often misclassified as meaning the render rate (render rate meaning messages where images were rendered) but People may still open and read emails in preview panes or with images off if they were, for example, to click on a link.


Post-click tracking

Post-click tracking allows you to track the business generated by email marketing and gain an insight into your recipients' activity on your website.  Standard reporting will show a recipients actions within the email itself, post click tracking gives you insight into recipient behaviour once they’ve clicked out of your email message.



ROI stands for Return on Investment and is a measure of the success of your marketing activity. It shows a marketer what they have achieved for the investment of money that they have spent. Usually this would be revenue, profit or repeat business.


Sign-up form

A sign up form is the form on a website where a visitor can provide their details in order to receive emails or register interest in a product or service.

Soft Bounce

Email sent to an active (live) email address that is turned away before being delivered. Often, the problem is temporary - the server is down or the recipient's mailbox is over quota.

The email might be held at the recipient's server and delivered later, or the sender's email program may attempt to deliver it again.


Spam is the use of electronic messaging systems (including most broadcast media, digital delivery systems) to send unsolicited bulk messages indiscriminately. While the most widely recognized form of spam is e-mail spam, the term is applied to similar abuses in other media: instant messaging spam, Usenet newsgroup spam, Web search engine spam, spam in blogs, wiki spam, online classified ads spam, mobile phone messaging spam, Internet forum spam, junk fax transmissions, social networking spam, television advertising and file sharing network spam.


Email Spoofing is a method of changing the source of a message, making it look like it has originated from a different person.

Although there are legitimate reasons for using it, commonly it is used for impersonating and forging Emails, and as such can have negative effects on deliverability and reputation.

We do not use Spoofing to set where your e-mails are coming from, and instead provide a full masking service on a domain or subdomain of your choice, setting up the following:

Unique from domain (Where the e-mail comes from)
A Record (For link Tracking)
MX Record (For reply handling)
SPF, Sender ID and DKIM records (For enhanced deliverability)



TANK! is the company that collects and collates data provided from the Direct Marketing Association (DMA), which in turn is provided by Email marketing companies who are DMA members. A report is produced each quarter which gives average statistics such as Open Rates, Click Through Rates, bounces etc...

Pure360 incorporates some of these benchmark statistics within their Enterprise reporting so that clients can directly compare their e-mail marketing results with these benchmarks.