Email Insider

Email Marketing Glossary – letters D-I

Email Marketing Glossary

[ A – C ] | [ D – I ] | [ K – R ] | [ S – Z ]

This is a continuity of Email Marketing Glossary. Letters D to I explained below:


De-duplication – also called deduping – it is a process of removing or consolidating identical records in your database. In many email tools, there is an option to dedupe duplications at the point of broadcast, allowing you to minimise a risk of sending the same email to the same inbox twice.

Demographic – it is a section of the population on your database sharing common characteristics, such as gender, race, age, income, employment status, geography, education, number of children, etc. This is often used to create personas, allowing you to target specific groups with relevant message.

Display Name – also called From Name – it is name that is displayed in most email clients in place of, or in addition to, your email address. |It can be a personal name, a brand name or an email address. It is highly recommended to avoid names containing no-reply@…

DMARC Record – stands for “Domain-based Message Authentication, Reporting & Conformance” – it is a method of email authentication, that is a way to mitigate email abuse. It expands on two existing mechanisms: Sender Policy Framework (SPF) and DomainKeys Identified Mail (DKIM).

DNS Record – stands for Domain Name System – it is a naming system for computers, services, or any resource connected to the internet or a private network, and is used to convert IP addresses into more user friendly domain names.

DKIM Record – stands for DomainKeys Identified Mail – it is an email authentication system developed by Yahoo, that is designed to authenticate a sender’s domain to reduce the chance to fake the domain sending address by spammers. It is very useful as an anti-phishing technology, and is used by Yahoo, Gmail, AOL and FastMail.

Double Opt-in – it is a technique used to confirm subscriber’s email address. This process requires the new subscriber to click on a link in a confirmation email. It is highly recommended tactic that will keep your email list free from fake or misspelled email addresses.

Dynamic Content – it is a section of an email that changes based on information held in your database about certain user. It can vary depending on previous purchase, browsing history, gender, etc.


Email Client – it is a software used by a recipient to read emails i.e. MS Outlook, Apple Mail, Lotus Notes, Thunderbird, etc.

Email Validation – it is a process of identifying invalid email addresses due to syntax errors or typos and removing them from a database. If you have implemented Double Opt-in in your sign-up process, all email addresses you capture should be correct.

Email Vendor – also called Email Service Provider (ESP) – it is a email broadcast service provider, a company that allows you to send bulk email, or does it on your behalf i.e. ExactTarget, Adobe Campaigns, MailChimp, Campaign Monitor etc.

Engagement – it is an interaction of a subscriber with you email campaign such as open or click.

ESP – see Email Vendor.


False Positive – it is a legitimate email that is mistakenly treated as spam.

FBL – stands for Feedback Loops – it is a process by which ISPs and other inbox providers notify email senders of spam complaints, and is treated as an unsubscribe request.

Firewall – it is a security software that keeps unauthorized users or messages from accessing company’s computer network.

Fixed Layout – it is a technique of building emails and web pages where all components have fixed widths. It allows to display your email in exactly the same way on any device and in any screen resolution.

Fluid Layout – also called Liquid Layout – it is a technique of building emails and websites where the majority of the components inside have percentage widths, and thus adjust to a screen resolution.

Footer – it is a bottom part of an email that includes an opt-out link, links to privacy policies and address details, usually included in an email automatically.

Forward to a Friend – it is a process where email recipient sends an email to his/her friends. This can be done through the recipient’s own email client or by giving the recipient a link, which brings up an online form, in which you ask for a name and email address of the person they want to send to.

Frequency – it is an  interval at which email messages are sent. This can be daily, weekly, monthly, etc. It is important part of a contact strategy, and it isn’t the same for every subscriber.


Geo-location – it is an information containing geographic region such as city, state, country or postal code determined for your subscribers that is collected when they sign-up. It is often used to target customers with email campaigns, or change email content based on the area of their living.


Hard Bounce – see Bounce.

Header – it is a top part of an email that includes an opt-out link, view online link, add to your contacts info, logo and nav bar, usually included in an email automatically.

HTML – stands for HyperText Markup Language, and is the standard markup language used to create web pages and emails.

HTML Email – it is an email which contains any type of formatting, not only text. This may include a specific font at a specific size, images, logos and colors. This technique allows you to get creative with your emails.

Hybrid Layout – it is a is a combination of the Fixed Layout and Fluid Layout.


Image Blocking – it occurs when images are blocked by ISPs, subscribers or email clients. For that reason, it is important to keep right image to text balance, so email can be read even without images.

IMAP – stands for Internet Message Access Protocol – it is a communications protocol for email retrieval and storage developed in 1986. It allows multiple clients to connect to the same mailbox at the same time.

Inbox Preview – also called Inbox Inspector – it is a tool that lets you to check your email campaign across many devices, browsers and email clients, allowing you to find and fix email rendering issues before a deployment.

IP Address – stands for Internet Protocol Address – it is a numerical label assigned to each device in a computer network. An IP address serves two principal functions: host or network interface identification and location addressing. There are two types of IP Addresses: IPv4 ( and IPv6 (2001:0db8:85a3:0042:1000:8a2e:0370:7334). In email world you will hear about Shared IP or Dedicated IP. Shared IP is an IP address from which many people or companies send emails. Dedicated IP is an IP address from which only you send emails. It is more expensive than Shared IP, but it performs better than a shared server.

IP Warming – it is a process of sending a gradually increasing volume of emails out of an IP address in order to build the IP’s reputation for ISPs to see.

ISP – stands for Internet Service Provider – it is a company that provides internet access or/and email address services i.e. AOL, Yahoo or MSN.


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