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.
