Welcome to the world of Email Marketing! Below are some key terms to help you navigate through ROI. Please note, several of the terms are linked to separate articles with more information. If you have additional questions, please contact support@rightoninteractive.com.


  • A/B Testinga randomized experiment with two variants, A and B. It is also referred to as split testing. This process is used to compare two similar versions at the same time to create optimized content. 

  • Blacklist- a list that denotes IP addresses as spammer IPs and negatively effects email deliverability.
  • Bounce code- this is the code that ROI receives that will distinguish the reason for the code. Please refer to our bounce codes and categories article for information on the specific codes. 
  • Bounce rate- the rate at which emails are not delivered due to hard/soft bounces (also defined in this glossary). 

  • Campaign- a tab in ROI that allows for the creation of Tactics and streamlines the construction of various automated campaigns.
  • Campaign unsubscribe- will suppress the contact from receiving emails within the same campaign.
  • CAN-SPAM- stands for 'Controlling the Assault of Non-Solicited Pornography And Marketing Act of 2003.' This law provides the rules for what constitutes legal communication via email.
  • Conversion rate- the percentage of recipients that respond to a call-to-action within an email marketing campaign. An email campaign's success can be measured using this metric. 
  • CSS- stands for 'cascading style sheet.' This is a used to format the layout of web pages. 
  • CTR (click-through-rate)- the percentage of recipients that click on a specific URL within an email.

  • Dedicated IP- an IP address used by one sender to deliver emails.
  • Deduplicate- this is a key used for importing data to prevent duplicate records. It is recommended to set this to the most specific level of identification, such as email or ROI ID. 
  • Delivered- the total number of email addressed whose server reported that the email was delivered. 
  • Double opt-in- the safest method of building an email list. It requires subscribers to confirm their opt-in through a link in a confirmation email.
  • Drip Campaign- customizable campaign that can be setup to send automated "follow-up" emails that are triggered by a specific time frame or action taken by the recipient.

  • Email link click- an event type in ROI that an email recipient has clicked on a link within an email.
  • Email open- an event type in ROI that an email has been opened by a recipient. However, it should be noted that email opens are only tracked if the recipients have chosen to show or load images when they view emails. Some email applications block images from displaying by default (like gmail), so unless the recipient clicks to "display images," ROI won't be able to track the email open.
  • Email sent- an event type in ROI that marks an email has been sent.
  • Email unsubscribe- an event type in ROI that marks that a recipient has unsubscribed (refer to campaign unsubscribe and global unsubscribe.
  • Events- in ROI, there is an Events Table that is auto-generated by the system. For a list of all event types, please refer to our support article on event types and additional info strings.
  • Global Unsubscribe- will suppress the contact from receiving any emails, regardless of the campaign. 

  • Hard Bounce- the failed delivery of an email due to a permanent reason. In ROI, these hard bounces are automatically suppressed from future sends. 
  • HTML email- an email that is formatted like a webpage, using colors, tables, columns, and graphics. This allows for more detailed, artistic email creation. 

  • IP Address- stands for Internet Protocol address. It is a numeric label assigned to each device participating in a computer network that uses the Internet Protocol for communication. 

  • Landing page- a page that is linked from your email to be used for lead-capturing and obtaining additional information directly related to the email's call-to-action. 

  • Opt-in- the act of choosing to subscribe to an email list to receive email communications. 
  • Opt-out- the act of unsubscribing to an email list to remove yourself from future email communications. 

  • Personalization- elements that are added using personal information that has previously been gathered about your contacts to uniquely target the individuals. 
  • Pixel- the basic unit of programmable color on a computer display or in a computer image. Best practices are to aim for 400-500 pixel width in an email. 
  • Plain text- an email sent without HTML. Every email in ROI also has a plain text option as a best practice. It is important to make sure this is also readable to the recipient.

  • Segmentan ROI term referring to a dynamic grouping based on selected criteria to slice/dice data into specific groups to email or interact with in other ways
  • Sender reputation- the reputation that Internet Service Providers (ISPs) and mailbox providers give to your sending domain through analysis of many email related data sets. Mail servers will check your Sender Score (0-100) before deciding what to do with your email- send it to spam or the inbox. A good Sender Score is 90 or above. 
  • Shared IP- a less costly option as compared to a dedicated IP address, where multiple people send emails from the same IP address and share the same sender reputation/Sender Score. 
  • Soft bouncethe failed delivery of an email due to a temporary issue. 
  • Spam- also known as an Unsolicited Commercial Email, is an email that is sent to someone who has not opted-in or given permission to email from the sender. 
  • Spam Score- this is the score assigned to an Email based on the prevalence of content that could be flagged as spam by ROI's integration with Spam Assassin. It is recommended to keep the spam score below 5, but 0 is optimal. 
  • Spam Trap- a false email address that enterprise companies and spam prevention companies put on lists for purchase or even use to create false LinkedIn profiles. These emails are not real people, so the server knows that when you email these contacts that they did not ask to receive emails.
    • There are two types of spam traps. Pristine traps are email addresses that have never been owned by an email subscriber. These are meant to lure spammers who harvest email addresses from websites. Recycled traps were once legitimate email addresses. These addresses were at one point abandoned, transitioning into unknown users before evolving into a recycled spam trap.
  • SPF Entry- stands for Sender Policy Framework; it is a Domain Name System (DNS) record that says on whose behalf an IP or domain sends email to check that incoming mail from a domain comes from a host authorized by that domain's administrators. 

  • Tables- where data is stored in ROI. 
  • Tactic- a Tactic is created within a Campaign to send an automated Email out of ROI. 

  • Unique click- the number of individual clicks. For example, if one recipient clicks multiple times, only one click will be recorded. 
  • Unique opens- the number of individual opens. For example, if one recipient opens the Email multiple times, only one open will be recorded. Please note again that email opens are only tracked if the recipients have chosen to show or load images when they view emails. Some email applications block images from displaying by default (like gmail), so unless the recipient clicks to "display images," ROI won't be able to track the email open.

  • Whitelist- includes IP addresses that have been approved to deliver email to a recipient.