The glossary has an alphabetical listing of terms explaining some of the most requested explanations.

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2 page1 The Glossary The glossary has an alphabetical listing of terms explaining some of the most requested explanations. A A/B split: this is a form of testing in which two distinct pieces are varied and displayed to a marketing segment to determine which one is more effective. One part of the time will be tested in the best of the two chosen for further testing. Above The Fold: this is the area that will always be visible in a marketing piece without the necessity of scrolling, tabbing or otherwise needing to perform an action to further see the marketing message. In a newspaper ad this is often the section that the reader will always see first. This is always a more desirable location to have your marketing piece viewed. Access (Microsoft): this is a specific software tool used by Microsoft for developing a database and can be used by third-parties to communicate information efficiently Acquisition cost: refers to the cost for generating a lead, subscriber, customer or conversion versus one individual campaign; by adding up the total number of leads divided by the campaign expense will calculate this cost

3 page2. Ad swap: this is a technique that marketers use to develop their mailing lists, and/or grow their marketing ; two publishers who agree to swap ads to each of their marketing platforms, mailing lists etc. with the understanding that there's an approximate equal value being given. Affiliate: in understanding where your products and services are promoted by other marketers in exchange for a reasonable commission. Affirmative consent: when a reader or subscriber wants to receive promotional information, this is an active request and they give their affirmative consent to receive this information. The consent is usually given through an opt in form on someone's website and this will satisfy the Can Spam Act. Alert: an alert is an message that notifies people of certain events or happenings that are taking place; this can include a special price, event or other similar happening. AOL: America Online. Application Program Interface (API): An application programming interface is a description of the way one piece of software asks another program to perform a service. To make this happen the program that requests a specific function will access files of another piece of software and perform a series of tasks that have been predetermined based on preprogrammed responses. Application Service Provider (ASP): companies that can provide software via a web based service so that clients do not need to install or maintain

4 page3 complicated software are referred to as application service providers. The ASP's servers maintain everything and allow for a seamless interface and save clients time, energy, money, storage space and hosting. Attachment: attachments can be anything from a malicious virus to additional text, graphics, PDF or virtually anything else that can accompany an but is not part of the main message of the . Attachments are great way to share information across the Internet as long as you are careful and scan for viruses. It is a general accepted policy not to open attachments from people you do not know or not expecting. Many ISPs screen out attachments if they are not recognized as coming from or originating from verified members. Authentication: this is a process whereby an sender's identity is checked and verified to ensure that s that are being sent and received are done so from real sources Autoresponder: our pre-automated messages that can be preset and sent to people once a specific action is performed, such as a subscriber opting in to an list and receiving a welcoming letter. Auto responders are used to communicate a series of messages and/or s that have been pregenerated and sent to specific lists when triggered.

5 page4 B Bayesian filter: this is a program that evaluates content to determine whether or not it is spam. Process is based on a point value system and certain words appear frequently within spam messages that will trigger the spam filter. Based on the settings of the receivers will determine whether or not s are filtered out and sent to junk folders or even deleted. B-to-B: Business-to-business (also B2B). B-to-C: Business-to-consumer (also B2C). Blacklist: Many people or companies will reject inbound by using Blacklists that could be potential spam from suspected senders. Blacklists, Blocklists or Blackhole lists is a way to prevent IP addresses receiving anything that is deemed potentially harmful or nuisance from third parties. Block: that is refused from a recipient or sender from a particular ISP or mail server. The address is blocked and may have possibly been reported for spam mail. The could contain possible viruses or content that violates policy.

6 page5 Bonded Sender: They are a privately hosted service, usually owned by a vendor IronPort. People who use the bulk sending service agree to follow the strict guidelines. They also post a monetary bond to bypass any filters. The bond is debited if there are any complaints of spam. Bounce: These s are not delivered or sent correctly and therefore bounce. There are 30 different reasons why an will bounce. The returned message on an will have a couple of reasons like: the mail server is down, the address is incorrect or the system detects spam. Bounce message: This is a message that informs the sender of a delivery problem with the . It is called a bounce-back message because an is generated to inform the sender of a problem. There isn t always a clear and accurate reason or even a reply to the sender from a bounce message. Bounce handling: This works best for list maintenance and delivery. Can also be referred as hard or soft bounce. This also helps with the procedure of dealing with bounced s. There are no guarantees with the formats in messaging in bounce handling and it can be an inaccurate system. Bounce rate: Also return rate: This relates to the number of s sent out versus the number of sent s. Some systems do not report how many of these hard or soft bounce rates they have, so trying to receive accurate numbers is inconsistent at best. Broadcast: A broadcast is an sent out with the same message to numerous receivers.

7 page6 Bulk folder (also junk folder): Many database companies such as Yahoo, Hotmail and similar providers, will allow their users to decipher their mail into a couple of categories. Is the mail they received spam, on the address book or contact list. Some of these same systems will also allow overrides of "Spam" to go directly into the receivers inbox. C Call to action: Tells the beneficiary what action to take from a particular letter. CAN-SPAM: Approved name for the U.S. law regulating commercial (Full name: Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003) Catch-all: A server activity that sends suspect to a sole mailbox. Catch alls should be looked into on a regular basis to check on people who unsubscribe, misdirection and true s. Cell: A cell is also referred to as a Test Cell or Version. A portion of a list that accommodates contrasting information to see how it reacts compared to controls or regular types of treatment. CGI: Initials for Common Gateway Interface. It conducts information from the web to a web server. This applies to things such as contact forms and

8 page7 subscriptions. Challenge-response system: This requires anti-spam content challenge to be solved before any further s can be forwarded to the recipient. Once the challenge is solved recipients can then have ed delivered to them on an authorization list. Companies can work in this type of system if they allow one employee to send messages manually and watch the mailbox. Churn: This relates to how many people or subscribers either leave a mailing list, delete s, or even bad s over a period of time. Clickthrough & clickthrough tracking: When someone clicks on a link in an , the tracking of this can inform the recipient of the data of a clickthrough rate. I can tell how many people clicked on the link and if or when sales were made, subscriptions and forwarding s. Clickthrough rate: Some companies or vendors track their click through rates differently but on a whole, it identifies the total number of clicks an links and then divided by the actual s sent. It tracks the amount of clicks by the exclusive user. Commercial Its purpose is to sell or advertise a particular product and or service. A commercial promotes a product to try and encourage potential buyers to click on a provided link to purchase or promote more products. Confirmation: This is an acceptance of a subscription or even more information required mail. Usually a confirmation will supply a link in the to accept the request. Making sure that the s are genuine and was not automatically generated by a fake third party.

9 page8 Confirmed opt-in: Inaccurate phrase that also refers the subscription process. Some address opt-ins does not send back any welcome addresses to the recipient. Content: Regarding all the information, messages or content material in an . Content will also show the paths, people included in the message, photographs or video and other links. Co-Registration: Some companies, businesses or people will send s out where they ask the recipient if they would also like to receive from the XYZ Company. This is usually done in a check off box or something similar to be added to the third party list. Conversion: A conversion can relate to monies or sales after clicking on a link from an and being redirected to a website. This may also include website conversion for something like new signs ups, seminars or even subscribing for a monthly newsletter. CPA: Means Cost Per Action. This is a way to advertise or gauge results from a non-cpa marketing group. CPC: Cost per Click. A method of paying for advertising. Different from CPA because all you pay for is the click, regardless of what that click does when it gets to your site or landing page. CPM: Cost per Thousand. Creative: Messaged copy, photographs, videos or artwork. CRM: Customer Relationship Management systems and technology

10 page9 Cross-campaign profiling: To understand how multiple recipients relate to campaigns over time. Cross-post: Sending s to a minimum two different discussion groups or mailing lists, the same messages. CTR: Stands for "Click Through Rate." Some clicks do get lost between sender and the server. Another consideration is the uniqueness of the clicks. Were they only counted once no matter how many clicks were done from one sender? D Dedicated Server: Is a server used by one unique sender. The cost of a dedicated server is more expense because of its exclusiveness. The will go out faster and is more secure. The elimination of spamming and blacklisted is less because there is no one else sharing the server. Deduplication (deduping): Also known as Purge. This is the process of getting rid of double entries. Delivered The amount of s that went out take away the amount of filtered messages or bounce rate. These can be an unreliable number because not all ISP report their findings accurately if the went through to the recipient correctly or not.

11 page10 Delivery tracking: Estimates the delivery of by ISP, failures, server errors or formats. Again this can be an incorrect amount and there is no exact science. Denial-of-service attack (DOS): A combined attempt to mess up or web services by sending other messages and traffic, more than the server can actually handle. This will shut the server down until the messages actually stop. Deploy: The action of dispatching the campaign after testing. Digest: Shortened or summary version of lengthy s with attached clickable links to the full article on a website Discussion group: Group members in a discussion receive s of posts and comments made within the notice board. The can be sent out or answered as to one person or too all of the people in the discussion. This kind of post is also known as Listserv. Domain Keys: A software application designed for the purpose of Anti Spam. This software uses a combination of private and public keys. It validates the sender s domain and therefore reduces spam or possible hacking of accounts. Yahoo successfully developed this software. Domain Name System: Relates to how computer networking locate internet domains and then convert them into IP Address or Addresses. For instance WeLoveCookies.com. Also see reverse DNS. Double opt-in: This requires a new joiner to click on a link that confirms a subscription or reconfirm they want to be on a particular mailing list. This can sometimes be deciphered incorrectly by vendors to actually mean a new customer because they did not opt-out correctly from a welcome message.

12 page11 Dynamic content: These are predetermined rules or changes in an that can change from one sender to another. It also relates to the choices from the original opt-in message from the sender. It can also reflect content that relates to purchases in the past or interests or even the area where the recipient lives. E ECOA ( Change of Address): A service that tracks addresses changes and updates. Effective rate: Shows how many people opened a specific address and clicked on the link. It is usually gauged by the unique opens versus unique responders. Address: User name and domain of an exclusive user. Example: (janesmith@anyplace.com). Appending: Service that matches addresses to a database of personal names and postal addresses. Appending may require an "OK to add my name" reply from the subscriber before you can add the name to the list. client: Refers to software with programs like Lotus or Outlook Express who read from there.

13 page12 Domain: Aka Domain. The domain is the address that is to the right of symbol. It identifies a consumer, person or company and is similar to pollyjames@hotmail.com the recipients address. filter: This specialized software blocks, sorts and categorizes new . There may be filters applied for from an unknown sender. Companies use these kinds of filters to sort their mail. can be sent directly to the recipient, client, the ISP or even a combination of both. Friendly Name: Aka Display Name. The known name, readers name, the address, display name and the from name. harvesting: Collecting automatically from a robot program. The robot searches other web pages and internet sites for addresses. Even though the CAN-SPAM act does not forbid the use of an harvester, it does allow for damages against violators who compile their lists through harvested names. Currently there are many US states who strictly forbid harvesting. newsletter: Subscribed s recipients receive a newsletter from an approved company or person on a schedule. The content is perceived as editorial in nature and holds itself more than just a commercial message with a sales offer. Prefix: The segment of address to the left of sign. vendor: Another name for an broadcast service provider, a company that sends bulk (volume) on behalf of their clients. Also service provider (ESP). Service provider broadcast. Bulk s go out through a company on behalf of their clients. Also known as ESP.

14 Enhanced Whitelist: An list kept by AOL for bulk ings. They meet delivery standards which includes less than 1 spam complaint per ed messages. ers are on the enhanced whitelist can bypass AOL 9.0 s automatic suppression of images and links. Event triggered Pre-programmed messages sent automatically based on an event such as a date or anniversary. Ezine (also e-zine): Another name for newsletter, adapted from electronic zine or electronic magazine. F False positive: A message that was sent with the recipient s permission that is rejected or filtered as spam. This happens when the ISP or recipient has their spam filters on. The more filters the higher the false -positive. FAQ: Frequently Asked Questions. Filter: See filter. Firewall: It is a program or a series of programs to protect a private user or company. It is also designed to keep unauthorized users and messages from reaching a private network. Any message that is considered spam, hacking or forging is not received by the recipient. Footer: The end of a message or newsletter that contains information that doesn't change frequently. It will usually have the address of the

15 sender, subscribe to our mailings or possibly the companies postal address. Some software programs can automatically add a footer. Forward (also forward to a Friend): A forward is an one person receives and then forwards on the same information to others who may find the information interesting or worthwhile. A forward can be done directly through a personal or company . A forward may even just supply a link for the recipient to see. Usually a brief message is attached to the forward to inform the recipient of why they are being ed. Forward message are also another way of viral marketing. From: The "from" name informs the recipient of who (company) or where (name of sender) the came from. The senders will show up as their personal name, company name or brand. Some addresses may contain numerical nonsense and can be easy to fake. There may not be an actual from name on the header. Aka Friendly Name. Full-service provider: An vendor that also provides strategic consulting and creative support, in addition to sending messages. G Gmail: Free service provided by Google which gives users 1GB of storage space.google now uses all kinds of technology to enhance their mail service. They encourage their subscribers to use AdWords which are text ads to help promote their advertisers.

16 Goodbye message: An sent once someone unsubscribe to a list. There is always a re-subscribe link attached to the mail for accidental unsubscription. H HTML message: HTML message contains formatting other than just a text message. It is a simple type of coding that and formatting that contains fonts, colors, logos, graphic images, video links and looks something like this <a href=" is a link</a> Hard bounce: Message sent to an invalid, closed or nonexistent account. Header: message with a topic at the top. Includes, address of the sender and their name, originating server IP address, recipient IP Address. House list: The list of addresses an organization develops on its own. (Your own list.) Hygiene: The process of cleaning a database to correct incorrect or outdated values. See also List Hygiene.

17 I IMAP: Internet Message Access Protocol, a standard protocol for accessing from a server. Impression: A single view of one page by a single user, used in calculating advertising rates. IP address: There is a unique number attached to every device that is connected to the internet. A dynamic IP address can change each time an message goes out. Some IP addresses are static which means they do not change. The static pages are best because they can actually reduce spam triggers, whereas the dynamic ones will trigger more spam filters. ISP: Internet Service Provider. Examples: AOL, EarthLink, MSN J Joe Job: Term for "Forged " A hacker or spammer will fake a genuine to hide their own identity.

18 L Landing page: Click pages, bounce pages, splash pages have the same meanings as Landing page. After clicking on a link inside of an a person will go to the landing page on the web. Linkrot: Links that go bad over a period of time are referred to as link-rot. The site may have stopped working or has been shut down and is no longer supporting a landing page from a clickable link in an . List: Either your list or sent by a third party through you. messages sent to people on your list. List Fatigue: Poor returns from a mailing list where people have been sent too many offers over a short period of time. List Host: See vendors. List Hygiene: Cleaning of lists that removes unsubscribed names or old addresses. Some owners of these lists may prefer to use a change of address service to update their old addresses. There may be permission step involved with the changeover. List Management: Pertains to mailing list set and the management of it. Usually they have the responsibility over the operation of the list which includes processing new subscribers and unsubscribe and keeping the list hygiene up. The list manager may be a database manager but may not be the owner of the list.

19 List Owner: The organization or individual who has gathered a list of addresses. Ownership does not necessarily imply "with permission." List Rental: Paying an owner of a list the rights to advertise and send messages on that list. Usually the list owner will send the message out on behalf of the advertiser. Do not hand over your list. List Sale: Buying a list along with all the rights included. Selling of a list can only be done if the list is along the same frequency of the past owners previous mailings. Brand name, content needs t match. Even this is not always reliable according to the spam-act. The person buying the list is actually buying a type of publication. M Mail bomb: An orchestrated attempt to shut down a mail server by sending more messages than it can handle in a short period of time. See DOS. Mailing list: A list of addresses that receive mailings or discussion-group messages. Mail loop: A broadcasting fault between two servers, usually happening when a mis-configured establishes an automatic response from the recipient server. Mailto: Is a code to make an address in either a text or HTML

20 instantly clickable When a link is clicked, it will open the user's client and inserts the address in the To: link of a blank message. MTA: Mail Transfer Agent. A computer that forwards from senders to recipients (or to relay sites) and stores incoming . MSP: Mail service provider, such as Hotmail. MUA: Mail User Agent (see client). Multi-part MIME: Also known as an sniffer. It is a message that contains HTML and text of the same message. When people receive this type of it will automatically display what version the user has available. Systems that don t display HTML will display the text. It's not 100% effective especially for people who use Lotus Notes. What is sent back to the sender is open rates and possibly click tracking regarding the recipients version which they view messages. MX: Mail Exchange Record N

21 Nth Name: Sectioning a list for testing purposes. Names (usually every 5th name) are are pulled for a test cell. O Open rate: Refers to recipeints who open your mail and it is calculated by a percentage of the total s. Judges the effectivness of an campaign. There are a few problems associsted here: opens can't be calculated in text mails, some people just scan the message rather than opening it up, it only relates to the total sent and not the amount opened. Open relay: Hackers and spammers use SMTP more. This is a type of server that allows outsiders to send messages which are not local. Opt-in: A request from someone to have their address put into a specific mailing list. There are many list owners or renters who now require proof of the opt in by including another confirmation with IP address or the time and date the request was sent. Opt-out: To have your name and address removed from a certain mailing list. To unsubscribe to a list that is showing up to your address inbox. To become a part of a mailing list without pre-approval and requesting removal.

22 P Pass-along: Offers from a subscription that sometimes says "Forward to a friend" The recipient receives the and passes it along to someone they know. Sometimes a pass along can effect the HTML and strip it off. This is also known as a viral message. Permission: Add me to the list please. The implicit approval given when a person actively requests to have their own address added to a list. Personalization: A targeted message that was created for one person to read. You can add the persons name to the subject line or within the message body and can include click linking or even a transaction history. PGP (Pretty Good Privacy): Software used to encrypt and protect as it moves from one computer to another and can be used to verify a sender's identity. Phishing: Scammers use an that seems genuine but in fact they are actually fraudulent. Theft is the motivation and all sorts of tricks are implemented to gain access to personal information like bank accounts or passwords to specific websites. Plain text: Text in an message that includes no formatting code. See HTML. POP: Post Office Protocol, which an client uses to send to or receive messages from an server.

23 Postmaster: To get help with delivery, request information, register complaints and contact a Web Site or ISP Preferences: How someone can choose how they wish to receive messages, who they decide should contact them by , delivery if it goes into a spam folder or inbox. The more specifications made to preferences the more people will be likely to send relevant mail. Preview pane: Allows someone to view the message by scanning without actually having to read the whole message Q Queue: Where an message goes after you send it but before the list owner approves it or before the list server gets around to sending it. Some list software allows you to queue a message and then set a time to send it automatically, either during a quiet period on the server or at a time when human approval isn't available.

24 R Read Not always accurate to know if someone read your mail or not. Only open clicks can be measured. Registration: Someone who adds their address, name, possible demographic area and or additional information after opting in to an program. This usually happens through a web form. Relationship Usually refers to a customer request or support issue from a commercial activity in the form of an message. The relationship is based from the sender to the recipient and involves subjects like purchases, complaints and enquiries. This kind of message is not generally covered by CAN-SPAM requirements Reply-to: When someone clicks on the "Reply" function of an they received. There is also unmonitored address that can be in the form of "From Address" and this can be used for a distribution list. The "reply to" will usually be for a monitored address. Reverse DNS: This is a very effective way of finding spammers who used questionable IP addresses with their domains. The process works when an IP address is correctly matched to a domain name, rather than the other way around. If the filters cannot match the domain and IP address it can reject the . Rich Media: Includes things like animations, sound and video. Usually this kind of will receive high open click rates but does require more bandwidth.

25 This type of media is less compatible with certain clients, rather than the HTML or regular text formats. Some mailers consider this type of media as rich." S Seed s: s (sometimes secretive) addresses can be inserted into a list to see what the visible appearance of the text will look like. It can also be used to track delivery rates and seeds can be placed on websites and other places to monitor spammers harvesting activities Segment: Slicing a list into sections to see certain aspects such as name source or open history Select: Aspects of a segmented list that can be determined by job title, name source or purchasing history. List renters (CPM) pay additional fees per thousand based on top of base list price. Selective Unsubscribe: Allows a subscriber on a list what they choose to wish to receive in their mailbox, while having the ability to unsubscribe from other lists. Sender ID: It blocks fake s, fake addresses and corroborate sending. Sender ID combines different protocols Caller ID and policy structure.

26 Sender Policy Framework (also SPF): SPF code is in senders Domain Servers to get rid of forgeries. The server can then read the SPF code and verify the sender then allow the message to pass through or not. Sent s: A number of names transmitted in a single broadcast. Does not reflect how many were delivered or viewed by recipients. Server: A program or computer system that stores and distributes from one mailbox to another, or relays from one server to another in a network. Shared server: Shared servers are less expensive to use because there is more than one or more companies using them. The broadcaster can share the expenses this way. Shared servers IP address also run the risk of having s blocked by ISP if one or more of the shared users does something that can have the IP blacklisted. Also see dedicated server. Signature: Signatures include things like a name, call to action, addresses, Website, product or brand name. Usually there is a line or two which describes something about the person or company and can be found at the bottom of a sent . Usually when there is a subscription to a company newsletter a website or URL address is listed below for more information. SMTP: Simple Mail Transfer Protocol, the most common protocol for sending messages between servers. Snail mail: postal mail. Soft Bounce: A soft bounce may be related to an address being turned away before delivery. Active addresses may see a message that says "unable to deliver at this time." It may also be that the server is over capacity and will need to try and redeliver mail at a later time. The senders IP may attempt to deliver the mail again.

27 Solo mailing: A one-time broadcast to an list, separate from regular newsletters or promotions, and often including a message from an outside advertiser or a special promotion from the list owner. Spam: Spam can be referred as mail people no longer want to receive even if it does come on a list they originally asked to be on. The word "spam" has a very unflattering reputation across the internet. Spamcop: Internet Service Providers will check the incoming mail of IP Addresses. They will check against the spamcop's records to check and see if the address had been blacklisted due to any complaints. What was once privately owned (like blacklists and IP address databases) is now part of the vendor import which makes checking for spam much easier. Split Testing: Also known as a A/B split. When the list is divided into two parts, each of which is tested with a variation of the message. Sponsorship swap: An agreement between list owners, publishers or advertisers to sponsor each other's mailings or newsletters for free. See ad swap. Spoofing: The practice of changing the sender's name in an message so that it looks as if it came from another address. Subject line: First opening line on an . Usually the subject matter informs the recipient of an idea of what is happening in the message. The subject line will usually be repeated again from companies for marketing purposes. This message is usually designed to encourage people to open their mail for a more in-depth look. Subscribe: Joining or an agreement to be placed on a mailing list to receive offers, updates or letters. This can be done either online by filling out a form or

28 requesting this to be done verbally. If you do agree verbally then keep a time and date in a retrievable format along with a voice recording. Subscriber: The person who has specifically requested to join a mailing list. A list has both subscribers, who receive the message from the sender, and passalongs. Suppression file: Notification that people on your lists have opted out from receiving any further contact. This is a requirement from the CAN-SPAM act. All mailing list should have this option attached to them. AKA Do-Not- list. T Targeting: Targeting is extremely important for an marketer because the right message at a certain time means higher responses to their campaigns. This also means less unsubscriber s in the long run. Usually a targeted audience is picked because of their interest in certain products and services. Test: Many marketers will send out test campaign s first so other people (EG: friends or clients) can check for copy errors, formatting errors, working links and in house box address deliveries. This is a necessary step in the preparation of setting up a good campaign. Sending out a test also helps in determining response rates and how different response rates in the campaign were rated.

29 Text newsletter: Plain newsletter with words only, no colors, graphics, fonts or pictures; can be received by anyone who has . Thank-you page: Web page that appears after user has submitted an order or a form online. It could even be a receipt. Throttling: Controlling how many messages to an ISP or mail server at one particular time. ISP's will sometimes bounce the messages back if they are receiving too many from one address. Transactional This is a clever format where someone can enter their data into the body of an without actually having to click on a website first. A person maybe answering something like a survey or even purchasing a product. U UCE: Unsolicited Commercial also called spam or junk mail. Unique click: This is related to the exclusive users for web servers. It is a unique click by a single user. Also an accumulated number of exactly how many times that website was visited or clicked by the unique single user. Unique Reference Number: An broadcaster will sometimes assign a unique number to a list member. With a number marketers and companies can also track things like subscribes, unsubscribe and clicks. delivery can also be tracked by a reference number.

30 URL (Uniform Resource Locator): The Web address for a page, always beginning with (or for a secure page) and followed by www. (or variations, although some URLs are set up not to include this information) and the domain name. E.g., Unsubscribe: To remove your address from an existing list, either through an command to the list server or by filling in a Web form. Some companies will ask you again if you are sure you wish to unsubscribe. V Vendor: Any company that provides a service. See vendors. Verification: A program that determines an came from the sender listed in the return path or Internet headers; designed to stop from forged senders. Video messages that include videos. The videos can be inserted into the message of the or added as a hotlink directed back to a website. It can be accompanied with an attachment which is probably the least desirable because there are many ISP's that will block these kinds of attachments to avoid viruses. Virus: A virus interferes with a computers operating system by means of a harmful computer code or program. Viruses can spread to other computers by messages, infected CD's, network messages, port sharing. See worm.

31 W Web bug (also Web beacon): One effective way for opens and views is to use a Web Bug. A small invisible image called a pixel (1 pixel-by-1) is applied to the page and when it is downloaded web bug records this as a view and or an open. Keep in mind that people who have text only or image disabled browsers will not record the open. Webmail (also Web mail): providers like Gmail, hotmail, and Yahoo are webmail services. A person will need to access their site to download or read their mail instead of using a desktop application. Welcome Message: This is usually sent automatically to new list members as soon as their addresses are added successfully. Social networking sites or something similar will send out automatic welcome messages. Whitelist: Whitelists are authorized addresses that are in the care of a service provider or ISP. Whitelists can easily pass through spam filters and be delivered because they are considered to be safer. See also enhanced white list. Worm: Harmful code which is sent to an . Once the is opened and the attachment is downloaded the worm then goes to work corrupting the computer. If the computer is on a network the worm has the potential to spread automatically by sending itself to everyone on the recipients list

32 and or address book. See Virus. Whitelist: Advance-authorized list of addresses, held by an ISP, subscriber or other service provider, which allows 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 or over a computer network and which spreads to other computers by automatically sending itself to every address on a recipient s contact list or address book. See virus.