If you thought learning just a few terms would make you an expert in the ever growing lexicon of email marketing, think again. But it doesn’t have to be all Greek. Here are a few more definitions that anyone with an interest in mass email campaigns should know.

Hard Bounce
This is a term that’s used to describe what happens when an email message is undeliverable because of a permanent, or non-temporary error (for example, if the given address no longer exists).

Soft Bounce
As you might imagine, a soft bounce occurs anytime there’s only a temporary problem delivering an email. This typically happens if a recipient’s inbox is full, or if there’s a brief outage in email delivery.

Segmentation
Companies that cater to a wide variety of demographics often segment the list of recipients of a particular bulk email campaign to include only the portion of their customer base they’ve determined the message will appeal to.

Double Opt In
This is an added measure that’s being more frequently practiced in opt in email marketing. It requires the customer who’s signing up for email notifications to verify their email address, in addition to their initial registration. This reduces the risk of falsified newsletter subscriptions.