Client Services

Contact Us/Hrs of Operation - Forms and Documents - Output Record Layout - Frequently Asked Questions - Glossary of Terms - Product Information Sheets - Association Publications - Email Marketing Glossary

Forms Available for Download
(Sorted by Menu Listing)

Completed and signed Processing Acknowledgment Forms (PAFS)
must be faxed to Anchor Computer, Inc., at 631-293-4113 prior to processing.

OnLine Processing - NCOA^Link_™ - LACS^Link_™ - DSF^2_™ - Move Update - Merge/Purge - Deceased Processing - New Movers

OnLine Processing

1. How may I contact Anchor Computer?
2. I am an existing client of Anchor Computer, can I contact my salesperson or Account Executive with additional instructions?
3. How can I check the status of my order?
4. What should I do if I am receiving java script errors?
5. What do I do if my browser freezes?
6. What should I do if I have a problem entering my credit card information?
7. Is my personal information secure?
   

1. How may I contact Anchor Computer?

You may contact us anytime using email, telephone or via fax. We will respond to you as fast as possible during the hours of operation shown.

2. I am an existing client of Anchor Computer, can I contact my salesperson or Account Executive with additional instructions?

You may contact anyone at Anchor to revise your order during business hours, as long as it has not been processed yet. You will need to have your order number.

3. How can I check the status of my order?

You may return to the site to check the status of your job. Just log-in, and then click on the "Job Status" button between "Current Jobs" or "Previous Jobs" and locate your job number. There will be a Job Status Comment next to the number.

• In Progress - File is still being uploaded. File is being processed.
• Need File Upload - You need to reload your files due to an error. Click on this link and you return to Upload section. Proceed to re-upload your files. If there is still a problem with your upload and a subsequent re-upload, you will receive a message during your upload along with an email and/or fax to contact us.
• File Ready - The job is complete, please review your final invoice. After you proceed and the payment process has been completed, you may proceed to download your files. You will receive an email and/or fax when your job has been completed.
• Download - The job is complete and ready for download.
• Waiting for Acknowledgement Form - Please note that the United States Postal Service^® requires that we have a current Processing Acknowledgement Form (PAF) on file for you. An Acknowledgement Form signed by an authorized representative of the list owner should be transmitted to Anchor Computer, Inc.
• PAF Discrepancy - The current job is on hold pending approval. NOTE: This order will automatically expire after 7 days. We can not match your company with the Processing Acknowledgement Form you indicated was on file at Anchor. An Anchor Client Services Representative is researching your account. If required, please download, sign and fax to us a new PAF.
• Order Cancelled - This order will be cancelled if the Acknowledgement Form is not received and processed within 7 days.
• Order on Hold
  File quantity discrepancy. File quantity percentage not in acceptable range
  Data on file does not match layout.
  Credit card number declined,
  Credit card number incorrect.
  Credit card expired
  Acknowledgement form expired.
  Unable to convert your file, please contact us.
  Output media not specified.
• Order is late
  1. Due to unexpected network/Internet problems your job is delayed. You will be notified when your job is completed. If this presents difficulties please contact us at Client Services
  2. File not received within the required time for the service level you selected.
  3. We will not be able to meet your service level request for Priority Service, Next Day AM Service, Next Day PM Service or 3 Day Service .We will process your order as soon as possible. The adjusted invoice will be e-mailed to you
  4. There is a problem with your NCOA^Link_™ Original Acknowledgement Form. Please correct and fax to Anchor Computer at 631-293-4113
  5. List Broker, you must have the list owner complete this form.
  6. NCOA^Link_™ Customer Name field must have a name of an officer of your company, not the company name.
  7. Date was corrected or changed- please send original form without corrections, the United States Postal Service^® will not accept the form as presented.
  8. The date on the Acknowledgement Form is incorrect.
  9. The United States Postal Service^® will not accept Liquid Paper (white out) in the date field. Please send a new Acknowledgement Form to Anchor Computer.
  10. Please give correct address for your company- United States Postal Service^® will not accept PO box numbers in the Address line.
  

4. What should I do if I am receiving JavaScript error messages?

You may be having trouble because your browser in not set to use JavaScript. JavaScript is used if you select our Java enabled registration option. If you are using one of the browsers listed below, we have provided some instructions on how to confirm that your browser is set up to use JavaScript:

* Microsoft Internet Explorer v4.0x or later- Netscape Navigator v4.x or later
If you are having JavaScript problems and your browser is not listed above, you must upgrade your browser. We have provided these links as a convenience.
http://www.microsoft.com/windows/ie/
http://www.netscape.com/computing/download/index.html.html?cp=hom06pbro

5. What do I do if my browser freezes?

We are working hard to make our services accessible for all of our clients. However, technology is not uniform across all Web browsers. Please email us at techsupport@anchorcomputer.com the complete details of your technical problem. We will research your problem and respond back to you .

6. What should I do if I have a problem entering my credit card information on your site.

Some browsers do not support Secure Sockets Layer (SSL) technology. This software is what we use to ensure that your personal information is secure during transmission over the Internet. Please email us at service@anchorcomputer.com , an Anchor representative will contact you. We are sorry for any inconvenience this may have caused.

7. Is my personal information secure?

Yes, your personal information is secure. Your name, address and credit card number is encrypted using secure socket layer server software (SSL). This software ensures that your information cannot be read or accessed by anyone as it travels though our ordering system. All such transactions over the Internet are secure and private. All credit card numbers are deleted from our system after your order has been retrieved from our servers.

NCOA^Link_™
Click here to link to NCOA^Link_™ FAQs.

LACS^Link_™

1. What is LACS^Link_™ and what does it do?
2. How are addresses matched to the LACS^Link_™ database?
3. What are some of the benefits associated with LACS^Link_™?
4. What is returned after I process LACS^Link_™ on my file?
5. What is appended to my record?
6. How long does it take to process a file through LACS^Link_™?
7. What is the difference between NCOA^Link_™ & LACS^Link_™?

1. What is LACS^Link_™ and what does it do?

Locatable Address Conversion Service (LACS^Link_™) provides mailers an automated method of obtaining new address when a 911 emergency system has been implemented. 911 address conversion normally involves changing rural-style addresses to city-style addresses, but in some instances conversions may result in the renaming or renumbering of existing city style addresses. United States Postal Service^® Address Management offices across the country collect and transfer information for this database to the United States Postal Service^® National Customer Support Center in Memphis, TN. The LACS^Link_™ service is only available through non-exclusive licensees of the United States Postal Service^®. Anchor offers LACS^Link_™ as a stand alone process or as a back-end process with NCOA^Link_™ service to ensure a highly deliverable mailing list. As of December 12, 2002 the LACS^Link_™ database contains approximately 5 million records.


2. How are addresses matched to the LACS^Link_™ database?

Addresses are first standardized to conform to United States Postal Service^® CASS™ requirements and ZIP+4^® appended. The address is then matched against the addresses in the LACS^Link_™ file. The LACS^Link_™ matching rules are set by the United States Postal Service^® and are very strict. Unlike NCOA^Link_™, most records are matched based upon address only. If an exact match is made, Anchor is permitted to provide the LACS^Link_™/911 conversion address to the mailer.

3. What are some of the benefits associated with LACS^Link_™?

Key benefits include:

• Maintain customer relationship by providing correct delivery address.
• Enhanced deliverability through improved address quaility.
• Reduced mailing cost by lowering undeliverable and wasted mailing pieces.
• Corrections made prior to the mailing of the piece thereby reducing re-mailing costs.
• Updated customer and prospect file since latest official address is made available to your file.
• ZIP+4^® codes appended, corrected or verified.
• CASS™ certification provided for postal discounts.
• National Deliverability Index provided.
• Increases the effectiveness of Merge/Purge processing.
• Quicker response time since your mail piece goes directly to the new address. Mail forwarding is eliminated.
  

4. What is returned after I process LACS^Link_™ on my file?

• The original input file.
• Standardized Input Address with ZIP+4^® coding appended.
• Standardized new address (when LACS^Link_™ match is made)
• Summary Reports for all processing(PS Form 3553, Automation Discount Qualification, National Deliverability Index).
  

5. What is appended to my record?

• Standardization of Address.
• Address Type Code.
• Delivery Point Barcode.
• Carrier Route Code.
• Conversion effective date.
  

6. How long does it take to process a file through LACS^Link_™?

You may select from four Service Levels: Priority Service, Next Business Day A.M Service, Next Business Day P.M. Service and a 3 Business Day Service. If these turnaround times do not meet your needs or you have larger quantities, please contact us for custom processing.

7. What is the difference between NCOA^Link_™ & LACS^Link_™?

NCOA^Link_™ is a United States Postal Service^® licensed database that matches name and address of a record for move update purposes. LACS^Link_™ -Locatable Address Conversion System is a United States Postal Service^® licensed database that enables you to update your mailing lists when addressees have been converted by local authorities. i.e. Renumbering of houses or address converted from rural style to city style addresses, usually as a result of a 911-conversion effort. Maximum list hygiene benefits are realized when LACS^Link_™ processing is done in conjunction with NCOA^Link_™ and DSF^2_™.

Delivery Sequence File - Second Generation (DSF^2_™)

1. What benefits will I receive by processing my file through DSF^2_™?
2. I have a database with consumers and businesses - does DSF^2_™ help me?
3. What data is returned after I process DSF^2_™?
4. How much will I save with DSF^2_™?

1. What benefits will I receive by processing my file through DSF^2_™?

Mailers using DSF^2_™ could save thousands of dollars that would have been spent on wasted materials and postage that result from undelivered as addressed mail because DSF^2_™ standardizes and verifies addresses at the house number level before the mail enters the USPS^®. Mailers will receive a better ROI on their mailings due to the elimination of bad addresses. In addition mailers can save money through additional postal discounts for walk sequence sortation.

Some key benefits include:
· Qualify for postal discounts for walk sequence sortation.
· Improved deliverablilty through address standardization and address validation.
· Detection of undeliverable mail for reasons other than change of address.
· Elimination of bad address records by 3 to 6 percent.
· Reduce postage cost and wasted mailing pieces reduced through improved list quality.
· Merge/Purge processing is enhanced.
· Improve response and lower costs by identifying and suppression to undeliverable addresses, seasonal and vacant addresses prior to mailing.
· Corrects misspelled street names.
· Adds directionals and street suffixes

2. I have a database with consumers and businesses- does DSF^2_™ help me?

Yes. The DSF^2_™ file allows validation of all 145 million plus addresses to which the USPS^® delivers mail. It almost always makes sense to DSF^2_™ your file whether it is comprised of all consumer, all business, or both types of addresses.

3. What data is returned after I process DSF^2_™?

Each record contains ZIP+4^®, Carrier Route, Delivery Sequence and Delivery Type information. Address Standardization, identification of business versus residential delivery points and Pseudo Delivery Sequence Numbers for walk sequence postal discounts are appended. Anchor provides a Deliverability Index to help you decide whether to mail to a specific address. These corrections and reports enable you to not only increase the efficiency of your mailings, but also make educated marketing decisions.
The output record includes:
· Standardized Address.
· Carrier Route Code.
· ZIP+4^® and ZIP+4^® footnotes
· Pseudo Delivery Sequence Number.
· DSF^2_™ footnotes
· Delivery Type Codes.
· Summary Reports for all Processing (DSF^2_™ Processing Statistics, PS Form 3553 for CASS™ certification, Delivery Sequence Invoice Documentation and National Deliverability Index).
· ADI (Anchor Deliverability Index)

4. How much will I save with DSF^2_™?

DSF^2_™ generally enables you to identify 3%-6% of your mailing as potentially undeliverable. In a mailing of one million, you may be able to drop thirty to sixty thousand addresses. If the cost of mailing is $400 per thousand, you save $12,000 to $24,000. You either keep these savings, or use the savings to reach a more deliverable audience with significantly higher response rates.

Move Update

1. How often must I run "Move Update" on my file to receive postage discounts?
2. Does a list or name have to be updated literally every 180 days?
3. Must I process my complete list through "Move Update" every time?
4. Do I have to perform "Move Update" processing when mailing to an address that is new to my list?
5. What if I rent my list?

1. How often must I run "Move Update" on my file to receive postage discounts?

The United States Postal Service^® requires that first class mail entered as of July 1997 be processed through a "Move Update" within 180 days prior to depositing the mail. Mailers will need to perfom "Move Updating" on addresses once every six months using one of a variety of address quality improvement software tools in order to qualify for automation rate discounts.

2. Does a list or name have to be updated literally every 180 days?

No, an address can be updated anytime but to meet the "Move Update" requirement it must be updated within 180 days or six months before it is actually mailed at discounted postal rates.

3. Must I process my complete list through "Move Update" every time?

The requirement applies to individual addresses so you only have to update those addresses that will be mailed at discounted rates to meet the standard. The remainder of your file or those addresses that will mail at other rates do not have to meet the standard. You do, however, have to provide the processing and provide certification as is appropriate for those other rates.

4. Do I have to perform "Move Update" processing when mailing to an address that is new to my list?

The new customer address can be included with the move qualified list until the next cycle for update. This is only allowable when the person for whom the mail piece is prepared has asked to be added to the list through some transaction such as buying something or requesting services, literature etc. These should not exceed 1% of the list total. New records from other sources have to be mailed at single piece postal rates until they are "Move-Update" processed.

5. What if I rent my list?

When a rented list is mailed at discounted postal rates and includes a mix of records that have been "Move-Update" processed as well as new names, list owners must furnish proof that the move update process was performed and must include the number of new names acquired directly from the customer since the time of the last "Move Update" processing. This must be done for each list rental.

Merge/Purge

1. How can I evaluate different Merge/Purge Systems?
2. Does it pay to spend time evaluating the quality of different Merge/Purge systems?
3. What other processes are recommended as a part of a Merge/Purge?
4. How long does it take to complete a Merge/Purge?
5. Should I buy software for in-house use or out-source my Merge/Purge processing?

1. How can I evaluate different Merge/Purge Systems?

The two methods you may apply are qualitative (without word processing) and quantitative (live) testing.

• Perform a qualitative comparison analysis among vendors of your choice. Ask for a system feature list, a sample duplicate list, and a sample Merge/Purge report. You will find vast differences in the sophistication of matching logic, number of uncaught duplications, depth and ease of reporting. Always request references.
• Conduct a live test with selected vendors. Send each the exact same test file with sample names from rented lists and a selection of suppress records from your customer file.
• Remember the accuracy of duplicate information is as important as percent of duplicates identified.
  

2. Does it pay to spend time evaluating the quality of different Merge/Purge systems?

Yes. No system is perfect. Some lack the capacity to identify true duplicates, others flag too many records as duplicates. Few vendors can properly handle the complexities of a business to business merge/purge.

3. What other processes are recommended as a part of a Merge/Purge?

Prior to the Merge/Purge, NCOA^Link_™ processing is generally a must. Consider processing NCOA^Link_™, DSF^2_™, LACS^Link_™ and MAXCOA processing together for greater results. Postal Presort and data enhancement processing should follow.

4. How long does it take to complete a Merge/Purge?

The actual Merge/Purge process can take anywhere from a few hours to three days, based upon your requested turnaround time. Actual processing time depends on the number of files, number of records, and your pre and post-processing requirements

5. Should I buy software for in-house use or outsource my Merge/Purge processing?

In-house processing may be preferred by some that want total control even though outsourcing is generally more cost effective and accurate. The in-house disadvantage results from additional fixed overhead expense and costs required to keep pace with rapidly changing technology. Furthermore, it is often difficult for in-house database marketing departments to contribute "value added" benefits that could be provided by Anchor Computer Inc.

Deceased Processing

1. What is Deceased Data Suppression?
2. What benefits will I realize by processing my file through Deceased Processing?
3. How do I know which records I should mail to or suppress?
4. What do the footnotes mean?

1. What is Deceased Data Suppression?

The deceased file is a suppression file that contains over 58 million deceased records. Unique to this file is the Anchor's Probability of Deceased Scoring Methodology. This propriety software will append date of birth/date of death and assign a Deceased Footnote to each record when matched against a mailers database to detail how each was made. Additional information about your files is provided in our reports which include: Frequency Report by Year of Death and consolidated Match Type, Match Type by Year of Death, Deceased By State and Deceased by Gender and Age.

2. What benefits will I realize by processing my file through Deceased Processing?

Anchor's Deceased Processing will enable mailers to more intelligently identify deceased names and allow for a determination if a name should be suppressed. The mailer will benefit with an improved response rate, lower cost and an improvement of the company's image by minimizing mailing to deceased individuals.

3. How do I know which records I should mail to or suppress?

Refer to the footnotes that are appended to your record. The footnotes tell you how each record was matched. (see below)

4. What do the footnotes mean?

The footnotes tell you how each record was matched. The following are all of the Deceased footnotes:
A1 - Exact match by SSN, First Name, Last Name and ZIP Code™
A2 - Weighted name (Close to exact name) match by SSN and ZIP
B1 - Exact match First Name, Last Name and Address
C1 - Address exact match / Name near-exact match
C2 - Name Exact match / Address near exact match
C3 - Near-exact match on both Name and Address
D1 - Name and ZIP exact match / (no address used) - High probability match
D2 - Name and ZIP exact match / (no address used) - Medium probability match
D3 - Name and ZIP exact match / (no address used) - Low probability match
I - Insufficient Data to match [Key address elements (street name, city, state or ZIP) missing]
N - No match (excludes "I" records)

Anchor recommends that if you are mailing a customer file, you DO NOT MAIL codes A-C. If you are mailing a prospect file Anchor recommends you DO NOT MAIL codes A-D.

Anchor's New Movers/New Connects

1. Why choose Anchor's New Movers/New Connects?

Anchor's New Movers database offers one of industry's most accurate and comprehensive sources of "true new movers" - at a great cost!

Our New Mover/New Connects file receives 80,000-90,000 new records every day from Telco and Multi-Sourced feeds. These records are updated, scrubbed, CASS^TM verified and ZIP + 4® coded every 24 hours to ensure 100% accuracy and deliverability.

2. How often can I receive New Mover Data?

Since Anchor receives daily new movers, your company has the benefit of receiving new movers on a daily, weekly or monthly basis. Connect with new movers within days of their actual move date.

3. What information will I receive on my new mover prospect file?

Name, address, and phone number. Demographics are also available upon request.

4. Can I target specific demographics?

Yes, you can add a variety of selects to your new mover data. Choose from business or consumer data, new homeowners/renter, dwelling type, new phone connects, presence of children, ethnicity, Spanish speaking household, home value, property size, number of vehicles, mail responsiveness, propensity to buy, Zip code targeting and more

5. What is the National Do Not Call (DNC) Registry?

National Do Not Call Registry was created in 2003, offering U.S. consumers the option to limit the telemarketing calls they receive. This registry applies to residential numbers only. The registry is managed by the Federal Trade Commission (FTC), the nation's consumer protection agency. It is enforced by the FTC, the Federal Communications Commission (FCC), and state officials.

6. What is a SAN number and how does it apply to the DNC Registry?

A SAN (Subscription Account Number) registers your company as a telemarketer and allows you to identify phone numbers on the National Do Not Call Registry so you can remove them from your list and stay compliant.

Anchor can provide DNC scrubbing on your file. However, the client is responsible to purchase the SAN from the FTC for the area codes on their calling list.

Your SAN number will provide the information needed to show that you have registered with the FTC, and in doing so, you will be compliant with all federal laws and regulations.

For more information, please visit:

How to obtain a SAN Number:
www.telemarketing.donotcall.gov
Q&A For Telemarketing & Sellers About DNC Provision in TSR: www.business.ftc.gov/documents/alt129-qa-telemarketers-sellers-about-dnc-provisions-tsr#paying

Glossary of Terms

Anchor Change of Address Index (ACAI)
CASS™ - Coding Accuracy Support System
Delivery Point
Delivery Sequence File (DSF^2_™)
List Reformat Validator
Locatable Address Conversion System
Merge/Purge - Image Crusher
National Deliverability Index (NDI)
NCOA^Link_™ Action Codes
Is there a difference in the NCOA^Link_™ process provided by each licensee?
Email Marketing Glossary

Anchor Change of Address Index (ACAI)

The Anchor Change of Address Index helps you easily identify whether NCOA^Link_™ successfully matched the name and address to a move and whether a new address was provided. The ACAI provides a logical interpretation of the NCOA^Link_™ Action code and other match criteria and makes it easier for you to decide wether or not to mail an individual record. It is assigned to each record during NCOA^Link_™ processing.
1) Moved, new address provided
2) Did not match NCOA^Link_™ Database
3) Probably not moved
4) Probably moved
5) No forwarding address provided

Coding Accuracy Support System (CASS™)

CASS™ is a United States Postal Service administered methodology to certify the accuracy of Postal Processing software and systems. CASS™ certified products meet the United States Postal Service's requirements for accuracy in Standardization Addresses.

Delivery Point

A location where the mail carrier delivers the mail to the recipient. A Delivery Point can be a PO Box, individual home address, cluster Box or Company mail room.

Delivery Sequence File - Second Generation (DSF^2_™)

Delivery Sequence File - Second Generation (DSF^2_™) is a service that is used to standardize and confirm addresses, which can be provided by a non-exclusive licensee of the United States Postal Service^®. DSF^2_™ is a computerized file that contains all of the 145 million plus delivery points to which the USPS^® delivers mail. DSF^2_™ uses this data to prepare your mail for delivery sequence sortation. Each record contains ZIP+4^®, Carrier Route, Delivery Sequence and Delivery Type. Address Standardization, identification of business versus residential delivery points and Pseudo Delivery Sequence Numbers for walk sequence postal discounts are appended. Anchor is a non-exclusive licensee of the USPS^® for DSF^2_™ processing. Anchor provides a Deliverability Index to help you decide whether to mail to a specific address. Maximum address hygiene benefits are realized when DSF^2_™ processing is done in conjunction with NCOA^Link_™ and LACS^Link_™.

List Reformat/Validator

Anchor's proprietary list conversion and data validation program.

Features:

• Converts up to 5 input files simultaneously into 1 output file.
• Superclerk, a self-checking control feature for name and address quality.
• Evaluates data to determine and normalize name and address information.
• Conditional / unconditional replacement Or insertion of data
• User defined frequency distribution and data validation on all input files.
• Validator and reformat process can be run together or separately.
• Produce comprehensive statistical and quality control reports.

Benefits:

• Flexibility allows for various input file layouts to be converted to a common output layout in one process.
• Saves valuable processing time.
• Only files that pass quality control will be processed.
• Provides statistical information about the files that did not pass Superclerk validation.
• Provides cleaner files for mailing.
• Standardize address-related data based on United States Postal Service Publication 28 requirements.
• Ability to control data selection and modification.
• Ability to determine validity of data before further processing is done; thereby saving time and energy.
• User control for customized processing based on client needs.
• Ability to further analyze the files prior to additional processing.
  

Locatable Address Conversion System (LACS^Link_™)

A United States Postal Service^® database that provides the conversion of Rural Route, PO Box and General Delivery Addresses to Street Address, as well as renaming of streets. This service is named Locatable Address Conversion System (LACS^Link_™). LACS^Link_™ processing has resulted in savings of 1% to 3% for many direct marketers, in addition to the cost saving benefits of NCOA^Link_™ and DSF^2_™ processing.

Merge/Purge-Image Crusher

Anchor's proprietary merge/purge software is one of the most sophisticated systems on the market and is currently being used by the most demanding financial institutions as well as many direct marketing companies. It is a flexible system that allows adjustments to the matching logic to suit each clients unique requirements and accurately handles both consumer and business records.

National Deliverability Index (NDI)

The NDI provides a measure of the deliverability of Addresses on you file. It is output as part of NCOA^Link_™ processing. The higher the percentages, the more deliverable the file. It is based on United States Postal Service^® matching criteria.

NCOA^Link_™ Action Codes

NCOA^Link_™ action codes define the type of NCOA^Link_™ match. It is appended to the input record.

• I Individual Move
• F Foreign Move
• M Family Move
• K No Forwarding Address
• O Business Move
• G PO Box Closed
• The new address, city, state, ZIP+4^®, Carrier Route and Delivery Point Barcode are appended to the input record for all domestic moves- codes I, M, O. No new address is given for codes F, K, and G.
  

Email Marketing Glossary and Common Terms

A/B Split Test: A method used for testing the response of sending two different email campaigns to two equal segments of an email list. Marketers can then track the response rates based on which results where most successful. The remainder of the list is sent the best performing email campaign. An example: testing two different subject lines.

Absolute URL: A URL that gives the exact location of a target page or document including the "http://www" part of the Internet address.

Above the fold: The top part of an email or web page that can be seen, without scrolling down.

Acquisition Cost: The cost of generating a lead, determined by: campaign expenses, divided by the total # of leads, sign-ups or conversions.

Alt Tag: An HTML tag that provides alternative text when non-textual elements, typically images, cannot be displayed. Also useful for search engine indexing, slow Internet connections, and any ESP's displaying emails with the graphics disabled.

API: An Application Programming Interface that enables two software programs to integrate and communicate with one another. An example: list management through an ESP's interface.

ASP: An Application Service Provider is a business that offers Internet-based software to customers over a network. An example: Email Service Provider or software as a service (Saas).

Auto Responder: A set of pre-designed emails that are programmed as time-delayed messages and are emailed automatically as a response to a request. An example: subscribe and unsubscribe confirmations, welcome emails, and customer support emails.

Authentication: This process refers to ensuring a valid identity on an email to prove and protect email sender identity and an email sender's legitimacy and to cut down on spam and phishing scams.

Bayesian Filter: A spam filter technique, sometimes embedded in the mail server software itself, that is adaptable and "learns" to identify new patterns of spam, beyond the subject line, by examining character strings, words and punctuation of both valid and spam email.

Blacklist: List of domains and IP addresses that have been reported or accused of sending SPAM. Blacklists are often used by organizations and ISPs as part of their filtering process to block all incoming mail from a particular IP address.

Bonded Sender: A type of delivery insurance or stamp of approval for email marketing companies that is offered by a private email registration service, guaranteeing email delivery and whitelisting to its clients that follow stringent email guidelines.

Bounces: A message that is returned to sender due to an invalid or presently not working email address. See: Hard Bounce and Soft Bounce.

Bounce Rate: The number of bounced emails returned divided by the total number of sent emails.

Call to Action: A desired action that is requested of prospective clients and customers by an advertiser's marketing message.

CAN-SPAM act of 2003: Controlling the Assault of Non-Solicited Pornography and Marketing Act. A Federal law that requires the following in each email: a legitimate header, a valid "From" address, a straightforward "Subject" line, an unsubscribe/opt-out link with instructions and a physical address. It also states that all unsubscribes be removed within 10 days of receipt. For more information visit: http://www.ftc.gov/bcp/edu/pubs/business/ecommerce/bus61.shtm

CAUCE: An anti-spam advocacy group called Coalition Against Unsolicited Commercial Use.

CMS (Content Management System): is an application designed to store, format, reproduce and manage Web/intranet data.

Conversion Rate: The number of recipients who completed the desired action divided by the number of emails sent.

Confirmed Opt-In: An additional step to the opt-in process when subscribers are sent an email after signing up for an email list. Subscribers must confirm that they want to subscribe to the list by validating their email address. Only subscribers who take this additional option are added to your list.

CPM (Cost Per Mille/Cost Per Thousand): is commonly referred to the cost per 1000 names on a list rental or impressions on a banner advertisement.

CSV (Comma Separated Value): is a specific format in which each new field is separated by a comma. An example: first name, last name, title, company name, email address, etc.

CTR (Click Through Rate): The CTR is calculated as the number of unique clicks divided by the number of emails that were sent.

Demographics: Key attributes that make up a group of people such as: gender, race, age, income, geography, education, # of children, home ownership, employment status, and more.

Domain Keys: Email authentication system designed to verify the DNS domain of an email sender and the message integrity.

"Domain Knocking": A process that determines both if a domain exists and if a mailbox on that domain is able to receive emails. See: SMTP Validation

Dedicated IP Address: An IP Address that is used by only one sender. To help maintain a good reputation, email marketers should send all of their emails from a dedicated IP Address.

DMA Do-Not-Mail: Organized by the Direct Marketing Association (DMA) allowing consumers to nationally opt-out from receiving advertising mail.

Dynamic Content: Email content that changes per recipient according to a set of predetermined rules based on each recipient's history, preferences or other behaviors (purchases, document downloads, etc).

ECOA (Email Change of Address): is an email address update service that provides new email addresses for people that have moved, changed jobs, added extra email addresses or changed their Internet Service Provider.

Email Appending: A service that matches email addresses to postal addresses, typically followed by a permission-pass email. For more information visit: http://www.e-append.com

Email Client: A computer program used to send, receive and manage a user's email. These programs include Outlook, as well as "webmail" programs such as Hotmail, Yahoo! and Gmail.

Email Frequency: The intervals at which email marketing campaigns and newsletters are sent: weekly, bi-weekly, monthly, bi-monthly, etc.

Email Address Hygiene: The process of identifying invalid email addresses due to syntax errors, profanity, typos and removing them from email marketing list, before a message is sent. See: Email Validation

ESP (Email Service Provider): Service that provides clients with a platform from which to create and deploy email messages, as well as additional email marketing services, which may vary depending on the ESP.

Event Triggered Messages: Pre-designed emails that are generated and sent based on when a certain action is taken, a specific event occurs, or change is made in a customer profile.

Email Validation: The process of identifying invalid email addresses due to syntax errors, profanity, typos and removing them from email marketing list, before a message is sent. See: Email Address Hygiene

Ezine: An electronic magazine emailed to a list of subscribers.

False Positive: A legitimate email that is erroneously treated as spam.

Feedback Loops: Programs used by ISPs to inform email marketers which recipients report their emails as spam. Marketers can then manage the complaint and remove the address from their marketing lists.

Geo Segmentation: Target lists by geographic region such as city, state, country and postal code.

Hard Bounce: An email address that is permanently non-deliverable. Successful delivery of email address fails due to permanent reasons such as an invalid or expired email address.

HTML-based Email: An email comprised of Hypertext Markup Language, instead of just plain text. An HTML-based email typically contains formatting, such as graphics, logos, colors, and other appealing methods considered equivalent of emailing a web page.

IMAP: Internet Message Access Protocol is the standard protocol for accessing email through a server.

Impression: A single page view by one person.

IP Address: A unique number assigned to each computer or device connected to the Internet.

ISP: Internet Service Providers offer access to the Internet. Common ISPs include: AOL, Netzero, Comcast, Earthlink, etc.

KPI (Key Performance Indicator): Quantifiable measurements that reflect business factors and success drivers. General email KPI's include: email sent/delivered, opens, clicks, unsubscribes, viral sharing, sales, etc.

Landing Page: The first webpage a subscriber visits when an email's call to action link or button is clicked. This page should provide relevant information and entice the subscriber in a simplified way to complete the desired call to action.

List Hygiene: The process of identifying invalid email addresses due to syntax errors, profanity, typos and removing them from email marketing list, before a message is sent.

List Segmentation: Breaking a list into smaller pieces for the purpose of targeting recipients with specific characteristics or demographics.

Multi-part Email MIME: An email that is sent with different versions - usually html, text and AOL. The recipient's email client settings determine which version is delivered to that inbox.

Multivariate Testing: A method commonly used for testing the response of sending two different email campaigns to two equal segments of an email list. Marketers then carefully track the response rates based on which results where most successful based on different set variables. Finally, the remainder of the list is sent the email campaign that achieved the best performance. An example: testing two different subject lines.

Narrowcast: Used to describe targeted email marketing that aims for the highest possible relevance, as opposed to "broadcast" email marketing where one message is sent to an entire list with no segmentation applied.

Open Rate: The total number recipients who open a given email.

Opt-In Code: Code posted on the webpage of a company's website that allows a subscriber to proactively signup for email from the company and be automatically added to that company's email list.

Opt-Out: A request by a subscriber to proactively unsubscribe from future mailing by having their email address removed from a mailing list.

Permission-Based Email Marketing: Emails sent to recipients who have opted-in or subscribed to receive email communications.

Personalization: Target and send individual email messages by adding tailored information in the subject line or message body such as first name, title, customer number, etc.

Predictive Modeling: A mathematical strategy used to dynamically segment subscribers based on who is most likely to engage with a particular message.

Pre-Header: A text link that is displayed before the header or body of your email message that typically includes a call to action link, view as a webpage link and/or view as a mobile link.

Preview Pane: A window that displays a portion of an email message without the recipient actually having to open the full message.

Privacy Policy: Legal text on a website stating in clear terms how the company will use subscribers' email addresses such as what personal information is collected by the site, how it will be used, who it will be shared with, and what options there are for controlling how the information will be used.

Quick Poll: A survey built directly into the body of an email, allowing for quick and easy collection of research data.

Seed Emails: Email addresses that are placed on a list to evaluate the sender's service.

Segmentation: Breaking a list into smaller groups for the purpose of targeting with specific characteristics or demographics. Segmentation is used to help increase the relevance of a message to the recipients.

Sender ID: Email authentication technology protocol that verifies the domain name from which email is sent.

Soft Bounce: An email that is temporarily unavailable It makes it to a recipient's email server but is bounced back due to the recipients inbox being full, the attachment being too large, or their being a problem with the connection, this is most likely a temporary problem.

SMTP: A process that determines both if a domain exists and if a mailbox on that domain is able to receive emails. See: "Domain Knocking"

SPAM Score: A determination of the probability that messages from a certain sender will be classified as SPAM when delivered to email clients.

SPAM Trap: An email address that is posted to the Internet as bait for spam and has been specifically created to detect individuals who have illegally scraped or collected email addresses.

Subscriber: Any member of a mailing list who requested to be added to a mailing list.

Suppression File: A collection of subscribers' email addresses that have opted-out of a list.

Targeted Messaging: The act of sending relevant messaging to a segmented group of subscribers.

Unique Clicks: The actual number of individual recipients who click on a link within a given email.

Unique Opens: The actual number of individual recipients who opened a given email.

Unsubscribe: When an email recipient opts-out of an email list.

Viral Marketing: Often referred to as word-of-mouth advertising. When a message starts to spread from person to person voluntarily. An example: 'forward to friend' tools.

Web 2.0: A term for advanced web technology and applications including blogs, wikis, RSS and social bookmarking, allowing users and content providers to interact.

Whitelist: A list of sites which email addresses have built a good relationship with ISPs and are considered as safe to receive email from.