Auto-responders :

Automatic replies sent by the e-mail software of the recipient after receipt of an e-mail.

Bounce backs

e-mail sent back to the server that originally sent the e-mail.

Bounce rate

Ratio of bounced e-mails to total e-mails sent.

Bulk, bulking

Terms used by spammers to refer to their line of work. Mostly synonymous with spam or UCE.

Call to action

Words in the e-mail that entice recipients to do something.

Click-through

The action of clicking on a link.

Click-through rate (CTR)

Ratio of click-throughs to total e-mails sent.

Commercial e-mail

Any e-mail sent for commercial purpose; for instance, an advertisement to buy a product or service, an order confirmation from an online store, or a paid subscription periodical delivered by e-mail. Commercial e-mail is not synonymous with spam; see unsolicited commercial e-mail below.

Demographic

Characteristic of a group of e-mail recipients.

Double opt-in

A term coined by spammers to refer to the normal operation of secure electronic mailing list software. A new subscriber first gives his/her address to the list software (for instance, on a Web page) and then confirms subscription after receiving an e-mail asking if it was really him/her. This ensures that no person can subscribe someone else out of malice or error. The intention of the term “double opt-in” is to make it appear that the confirmation is a duplication of effort; and thus, to justify not confirming subscriptions. Mail system administrators and non-spam mailing list operators refer to confirmed subscription or closed-loop opt-in. [1]

Double opt-out

Same as Opt-In, but the recipient unsubscribes instead of subscribes. Borderline spam operations frequently make it difficult to unsubscribe from lists, in order to keep their lists large. Hard-core spam operations make it impossible — they treat opt-out requests as confirmations that the address works and is read.

E-mail Blast

An e-mail sent to multiple recipients, intended to inform them of announcements, events or changes. A variety of methods can be used to send the same e-mail to multiple recipients: for example: using options within an e-mail program, using the mail merge option within a word processing program, or using a commercial e-mail list programs.

Express consent

A recipient agrees actively to subscribe by checking a box on a web form, paper form or by telephone. A recipient not unchecking a box is not express consent.

False positives

E-mail that is not spam but is labeled spam by a spam filter of the recipient. Note that e-mail marketers may have different opinions of what is “spam” than e-mail recipients.

Format

E-mails can be sent in plain text, HTML, or Microsoft’s rich text format.

Hard bounce

Bounced e-mail that could never get through because the e-mail address doesn’t exist or the domain doesn’t exist.

List broker

Reseller of lists of e-mail addresses.

List building

Process of generating a list of e-mail addresses for use in e-mail campaigns.

List host

Web service that provides tools to manage large e-mail address databases and to distribute large quantities of e-mails.

List manager

Owner or operator of opt-in e-mail newsletters or databases. Also software used to maintain a mailing list.

Look and feel

Appearance, layout, design, functions & anything not directly related to the actual message on an e-mail.

Open rate

E-mail open rate measures the ratio of e-mails “opened” to the number sent or “delivered.” The ratio is calculated in various ways, the most popular is: e-mails delivered (sent – hard bounces) /unique opens.

Opt-in

The action of agreeing to receive e-mails from a particular company, group of companies or associated companies, by subscribing to an e-mail list.

Opt-out

A mailing list which transmits e-mails to people who have not subscribed and lets them “opt-out” from the list. The subscribers’ e-mail addresses may be harvested from the web, USENET, or other mailing lists. ISP policies and some regions’ laws consider this equivalent to spamming.

Personalization

The use of technology and customer information to tailor e-mails between a business and each individual customer. Using information previously obtained about the customer, the e-mail is altered to fit that customer’s stated needs as well as needs perceived by the business based on the available customer information, for the purpose of better serving the customer by anticipating needs, making the interaction efficient and satisfying for both parties and building a relationship that encourages the customer to return for subsequent purchases.

Privacy

The Privacy Act of 1974, Public Law 93-579, safeguards privacy through creating four procedural rights in personal data. It requires government agencies to show an individual any records kept on him/her; also requires agencies to follow “fair information practices” when gathering and handling personal data. It places restrictions on how agencies can share an individual’s data with other people and agencies and also lets individuals sue the government for violating its provisions.

Rental list

A mailing list that can only be used once or for a limited time. The user of the list pays the owner of the list less money than if he/she would have bought the list outright. Note that this term is usually used for lists generated by address harvesting or other means; the investment made by the list creator does not correlate with the permission of the e-mail recipients. Many firms who “rent” or “buy” a list face spam complaints afterward from persons who never subscribed.

Segmentation (or Targeting)

The use of previously gathered information to send e-mails of a particular offer to a subset of the list.

Soft bounce

A soft bounce is an e-mail that gets as far as the recipient’s mail server but is bounced back undelivered before it gets to the intended recipient. it might occur because the recipient’s inbox is full. A soft bounce message may be deliverable at another time or may be forwarded manually by the network administrator in charge of redirecting mail on the recipient’s domain. On the other hand, a hard bounce is an e-mail message that has been returned to the sender because the recipient’s address is invalid.

Spam or UCE (Unsolicited Commercial e-mail-UCE)

From the sender’s point-of-view, spam is a form of bulk mail, often sent to a list obtained by companies that specialize in creating e-mail distribution lists. To the receiver, it usually seems like junk e-mail. Spam is equivalent to unsolicited telemarketing calls except that the user pays for part of the message since everyone shares the cost of maintaining the Internet. Spammers typically send a piece of e-mail to a distribution list in the millions, expecting that only a tiny number of readers will respond to their offer. The term spam is said to derive from a famous Monty Python sketch (“Well, we have Spam, tomato & Spam, egg & Spam, Egg, bacon & Spam…”) that was current when spam first began arriving on the Internet. SPAM is a trademarked Hormel meat product that was well-known in the U.S. Armed Forces during World War II.

Spam filter

Software that is usually installed in the users e-mail client, with the purpose of avoiding spam e-mail to get into the client’s inbox or at least to be flagged as such.

Subject line

It is one of the most important issues in e-mail marketing. The better the subject line of an e-mail, the better probability of being opened by the recipient.

Targeting (or segmentation)

Sending e-mails to a subset of a mailing list based on a specific filter, trying to improve CTR and/or open ratios.

Tracking

The act of reporting CTR, open ratios, bounces, etc.

Trigger based messaging

Triggering a message based on an event or interaction with a previous message. Popular for customers who request more information

Unique click

During a particula period, a visitor to a website could click several times on a particular link, but during that period it is counted only as one and considered a unique visitor.

Unsolicited commercial e-mail (UCE)

Commercial e-mail, usually of an advertising nature, sent at the expense of the recipient without his or her permission. Sending UCE is an offense against all major ISPs’ terms of service, and is a crime in some jurisdictions.

This guide is licensed under the GNU Free Documentation License. It uses material from the Wikipedia.

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A KMail folder full of spam e-mail messages collected over a few days.

Spamming is commonly defined as the sending of unsolicited bulk e-mail – that is, email that was not asked for (unsolicited) by multiple recipients (bulk). A further common definition of spam restricts it to unsolicited commercial e-mail, a definition that does not consider non-commercial solicitations such as political or religious pitches, even if unsolicited, as spam.

In the popular eye, the most common form of spam is that delivered in e-mail as a form of commercial advertising. However, over the short history of electronic media, people have spammed for many purposes other than the commercial, and in many media other than e-mail. Spammers have developed a variety of spamming techniques, which vary by media: e-mail spam, instant messaging spam, Usenet newsgroup spam, Web search engine spam, spam in blogs, and mobile phone messaging spam.

Spamming is economically viable because advertisers have effectively no operating costs beyond the management of their mailing lists. Because the barrier to entry is so low, the volume of unsolicited mail has produced other costs which are borne by the public (in terms of lost productivity and fraud) and by Internet service providers, which must add extra capacity to cope with the deluge. Spamming is widely reviled, and has been the subject of legislation in a number of jurisdictions.

Solutions to the spam problem

All manner of attempts have been made to curb unsolicited mass electronic communications. There are many solution categories in this constantly evolving field. Source-based blocking solutions prevent receipt of spam, while content filtering solutions identify spam after it’s been received. There are avoidance strategies, including disposable identities. Automated cancellation of netnews spam is ongoing. Contractual measures such as Internet Service Providers’ acceptable-use policies are also employed. Anti-spam laws such as the CAN-SPAM Act of 2003 have also been introduced to regulate or increase the legal penalties for spamming. Various vigilante and retaliatory tactics are also employed. Newer strategies include various cost-based and e-mail authentication and sender reputation solutions. The best means however is to be vigilant as to whom you give your email address. Constant distribution of your email address is bound to result in spam in some way. The best frame of mind is to decide whether the website can be trusted with your email address.

Newsgroups

• news.admin.net-abuse.email
• others in news.admin.net-abuse.* hierarchy
• alt.spam

Links

• IETF views on spamming can be found in RFC 2635.
• Ursine:Spam – Spam article in The Jargon Wiki.
• DMOZ Open Directory
  • Webmaster Forums at the Open Directory Project
• CircleID: Addressing Spam
• Spam Blocker Crawler Free public service for scanning guestbooks on link spam and send abuse in the Google and spammer’s hoster.

Anti-spam organizations

• Anti Spam Research Group
• CAUCE
  • APCAUCE – CAUCE Asia Pacific
• The Spamhaus Project
• Fight Spam on the Internet!
• Messaging Anti-Abuse Working Group
• OECD Antispam Toolkit

Anti-spam articles and publications

• Spam In Developing Countries – part of the OECD Antispam Toolkit
• AOL Postmaster Pages – What to do if AOL blocks you
• Outblaze Antispam Pages – Articles on spam filtering by the postmaster staff at Outblaze
• SpamKings Blog by Brian McWilliams
• SpamHelp Anti-Spam Articles
• Anti Spam Whitepapers and Software
• Anti-Spam Topics
• Antiphishing Crusade Daily News of phishing spam collected from around the net.
• Article by Andy Coote in SC Magazine June 2004
• California lawyer who sues spammers
• E-mail Address Harvesting: How Spammers Reap What You Sow by the Federal Trade Commission
• Email Battles Daily news about spam, security, privacy, spyware, phishing and viruses from the front lines of the e-mail wars.
• Getting Rid of Spam (summary)
• Library of E-mail Spam Reports and Articles
• Spam FAQs
• Spamfo.co.uk News on junk e-mail, scams, fraud, legal aspects and reviews of software and services.
• SpamNews.co.uk Delivering your daily slice of fresh Spam. All the spam news, all the time
• Suggestions on how to choose an e-mail address and how to disclose it with care
• The rules of spam, according to net.admin.net-abuse.email
• The War Against Spam — a collection of reading material on the subject
• Unsolicited Commercial E-mail Research Six Month Report by the Center for Democracy & Technology
• UPI article about the economic effects of spam
• White paper from e-mail client developers
• Yahoo Domain Keys: Another Ineffective Spam Solution — shumans.com article, Dec 6, 2003
• Spam Techniques Research — do.homeunix.org paper and wiki, Jul 7, 2005
• A tool that deals with referer spam
• How to deny access to spam bots
• Why I Hate Spam by Bill Gates, The Wall Street Journal, June 23, 2003.
• Artist turns mortgage loan and Viagra spam into art Vyuz.com

Humor

• Spamusement A collection of humorously drawn cartoons inspired by actual spam subject lines.
• The Incredible Spam Museum A search engine like site that collects and publish spam e-mails.
• Spamradio Turns spam e-mail into online music streams.
• Spam Eulogy A guy that lives in a world of spam.
• WhamBamSpam Website that wants you to spam it’s forums, essentially free advertising, and spam discussions.

This guide is licensed under the GNU Free Documentation License. It uses material from the Wikipedia.

Video: Spam, Phishing, and Online Scams: A View from the Network-Level