Appending Data

Matching data about an individual from external sources.


An acronym denoting business-to-business generally applied in terms of email marketing (ie. Business Data)


An acronym denoting business-to-consumer. Used where a business is marketing/selling directly to consumers (i.e. Consumer Data)

Call to Action

A graphic or text on an email/website that prompts a user to click it eg. button, link, telephone no.


Emailmovers tools to view live stats from an email campaign (opens, clicks)

Click-Through Rate (CTR)

The percentage of recipients who have clicked on the links within an email campaign.


Emailmovers online data counting tool – Visit Countrunner


Corporate Telephone Preference Service

Data Owner

A Data Owner is the entity having responsibility and authority for the data.


To remove duplicate entries from a list of database.


The Direct Marketing Association

Email append

An email append is the process of adding email addresses to an existing mailing list.

From Field

Who the email appears to come from, usually the client’s company name.


Fax Preference Service.

Generic Domain

This indicates whether the Domain part of the email address is generic. eg.

Generic Local

This indicates whether the Local part of the email address is generic eg. sales@, admin@.

Hard Bounce

An invalid email address or an address that doesn’t exist.


Non Disclosure Agreement. Also known as a confidentiality agreement.


Where an individual has indicated they want to receive email marketing.

Open Rate

A measure used by marketers as an indication of how many recipients open the email.

SIC Codes

Standard Industry Codes used to categorise companies into industry sectors.

Soft Bounce

An email rejected by the recipients email client.

Subject Line

Appears as the subject of the email, normally something catchy to get the recipient to open the email.

Text Version

Plain text version of an email, always sent alongside a HTML version of an email. Only contains text, no images.


Telephone Preference Service.

View online

This link is usually displayed at the top of an email and allows you to view the email you were sent online.


Allows the recipient to opt out from future mailings.

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