Email Marketing Glossary

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Web bug (also Web beacon)

A 1 pixel-by-1 pixel image tag added to an HTMLmessage and used to track open rates by email address. Opening the message, either in the preview pane or by clicking on it, activates the bug and sends a signal to the Web site, where special software tracks and records the signal as an open.

Webmail (also Web mail)

Any of several Web-based email clients where clients have to go to a Web site to access or download email instead of using a desktop application. Some examples are Gmail, Yahoo! Mail and Hotmail.

Welcome message

Message sent automatically to new list members as soon as their email addresses are added successfully.

Whitelist

Advance-authorized list of email addresses, held by an ISP, subscriber or other email service provider, which allows email messages to be delivered regardless of spam filters. See also enhanced white list.

Worm

A piece of malicious code delivered via an executable attachment in email or over a computer network and which spreads to other computers by automatically sending itself to every email address on a recipient's contact list or address book. See virus.

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