Category Archives: Casual-Term Friday

Link Building

Increasing the number of incoming links on a specific page is called link building.  This process is used for search engine optimization (SEO), and it is effective in improving page’s ranking. Added links have to contain text with corresponding keywords.

Viral Marketing

Any appealing message that has been forwarded by consumers to individuals from their social circles to spread brand awareness is called VRL marketing. The main goal of viral marketing is the message itself since it has to be attractive enough for people wanting to share it with friends and other social circles.

It is almost like a chain reaction to the message forwarded to friends, and you can look at it as a virtual mouth-to-mouth marketing technique.  Viral marketing could be a very effective medium of information and a strong marketing strategy.


Opt-In and Opt-Out

Opt-In (or Subscribe)

To opt-in means to subscribe to email communications and join a particular company’s email list. It means that subscribers gave permission to the sender to email them. Recipients of email campaigns can often indicate what types of emails they wish to receive from the sender (e.g. sale notifications or newsletters).

Opt-Out (or Unsubscribe)

To opt-out simply means that you no longer wish to be on a particular company’s email list. By law mailers have to include an unsubscribe link in the body of an email campaign that they are sending.


Controlling the Assault of Non-Solicited Pornography And Marketing Act of 2003 was signed by president George W. Bush. CAN-SPAM outlines rules for sending commercial emails. It is a law that protects senders as well as recipients of email marketing campaigns.

Sender’s Reputation

Reputation of an email sender is just like a credit score. The ISPs check the score of a mailer to determine if a particular email comes from a reputable source.  Senders with good reputation will have their email delivered, and mailers with bad reputation will be rejected.

Return Path provides free reputation checking service at

IP Warming

Warming up the IPs is nothing else but building your reputation to improve deliverability and avoid getting placed in spam filters. It usually takes 30 days to sufficiently warm up the IPs. ISPs keep track of the amount of monthly emails sent to their systems. After warming process, mailers can increase the outbound traffic from 1,000 to around 20,000 emails per an hour.

Soft Bounce and Hard Bounce

Bounce is generally speaking any email that hasn’t been delivered. There are two categories of the “bounce,” soft bounce and hard bounce.

A soft bounce is an email that has been processed by a server, but for some reason it returned to a sender. There are many reasons why the soft bounce could occur. For example, an email massage has bounced because the recipient’s mailbox was full, the message was too large or the server was busy. If the email soft-bounces three times with traceable activity, it will be automatically converted into a hard bounce.

A hard bounce is any permanently undeliverable email message that got back to the sender. The hard bounce occurs when the address or domain name doesn’t exist and when your server was blocked by the recipient’s server.

You can use several methods to avoid soft or hard bounces. Please go to our post – List Verify – to learn more!


Spam Trap

There are many spammers engaging in email harvesting. The ISPs and domain holders want to identify them by setting up spam traps, also known as “honey pots.” The spam trap is an email address positioned on the ISP’s home page. That email address doesn’t belong to anyone, so when it is used by mailers,  it becomes fatal for their reputation.

You can protect yourself from getting caught in the “honey pot.” One of the defensive methods is an application of double opt-in to verify email addresses. Another method requires sending double opt-in messages from a separate domain and IP address. Double opt-in also prevents from getting blacklisted.

To be more proactive against spam trap, you should use clean lists from ensured resources. You can buy or rent lists, but you have to make sure that they come from reputable sources.

Feedback Loop

Feedback loop – A Feedback Loop (FBL) is a service for feedback organized by an ISP. If there are complaints being received by the ISP, they will forward the feedback to the source. This usually happens if your high volume email marketing is getting mistaken for spam.



Another week is ending here at Velocity so it is time for another casual term that you can use to impress your Email marketing friends.

This week’s term is “Conversion”.

A conversion is when your Email advertisement is received and a recipient performs the desired action. This may include clicking a link, subscribing to your email, or filling out some type of form.

Come back next Friday for another term.