An Application Programming Interface (API) provides a way for your own software to interact with the email marketing system. The API uses HTTP requests and JSON (JavaScript Object Notation) to allow integration with a wide range of languages, including PHP, Java, .NET, and many others.

Auto Sender

Sometimes referred to as an “Auto Responder”. When you have this feature turned on email(s) will automatically be sent when an Email Contact signs up or when you add contacts.


When your email contains a hyperlink to a web page, PDF document, graphic, etc., a click-through occurs when a reader clicks on the link to view the linked item. Click-Throughs are an important measurement as they help you measure the interest of your readers in the article or section which contains the hyperlink.


Abbreviation for comma-separated values and another name for the comma-delimited format of data representation. Each piece of data in the file is separated or delimited by a comma. There is not a set number of characters for the field. This is a popular format for transferring data from one application to another because most database systems are able to import and export comma-delimited data. The simplicity of the formatting makes the file easy for most database systems to interpret and use the data. Your email application works solely with CSV files.

Email Client

The software you use to manage your email is your Email Client. The software could be on your computer such as Microsoft Outlook or it could be online such as Gmail, America Online (AOL) or Yahoo. Different Email Clients offer you different services and features.

From an email marketing perspective, Email Clients can render your message differently based on their default settings. You should have email accounts with three or four of the major email clients in order to test your email to be sure the appearance is what you intended.

When creating your email message, the best practice is to set as many settings (font alignment, font color, table border color, etc.) as possible. Your settings will override the Email Client’s default settings making it more likely that your email will render correctly.


Pronounced jiff or giff (hard g) stands for
Graphics Interchange Format, a bit-mapped graphics file format used by the World Wide Web. gif supports color and various resolutions. It also includes data compression, but because it is limited to 256 colors, it is more effective for scanned images such as illustrations rather than color photos.

HEX Code

HEX is an abbreviation for hexadecimal. In regard to font colors, the HEX # is a 6 character designation representing a color. The designation always begins with a # symbol.


RGB (red, green, and blue) refers to a system for representing the colors to be used on a computer display. Red, green, and blue can be combined in various proportions to obtain any color in the visible spectrum. Levels of R, G, and B can each range from 0 to 100 percent of full intensity. Each level is represented by the range of decimal numbers from 0 to 255.

jpg or jpeg

Short for Joint Photographic Experts Group, and pronounced jay-peg. jpg / jpeg is a lossy compression technique for color images.  Although it can reduce files sizes to about 5% of their normal size, some detail is lost in the compression.

What Defines an Open?

When your email is sent, a special code is added to the email to allow tracking. When the Contact’s email client previews the email, opens the email or if the Email Contact clicks to view the email as a web page, the code will record that email as an Open.


text that appears next to or under the subject line in most email clients.


Short for Portable Network Graphics and pronounced ping. It is a new bit-mapped graphics format similar to gif. png was approved as a standard by the World Wide Web consortium to replace gif because png is completely patent and license free.

Report Statistics Definitions

Go here for Report Statistics Definitions


The CAN-SPAM Act of 2003 is the basis for Email Service Provider rules and regulations regarding permission-based email. The simplest definition is “any unsolicited email.”
CAN-SPAM Act of 2003 (actual legislation)
CAN-SPAM Act of 2003 (Wikipedia)

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