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Term Definition
Address List A set of email addresses of potential customers, either purchased from a third party or generated internally
Bounce An email that cannot be delivered
Spam Any email that a recipient does not wish to receive
Cost Per Name The expense incurred developing an email list divided by the number of people who opened and read the email
CAN-SPAM Act A federal law that placed guidelines on mass commercial emails
Response Rate The effectiveness of an email campaign, measured by the number of people who responded divided by the number of emails sent
Subject Line The part of an email a recipient can read before actually opening the message
Loyalty Program Any program that tries to build and maintain a base of repeat customers