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Just as with any other industry, the email deliverability and email marketing industries have their own jargon, and lots and lots of acronyms.  For those who don’t eat, sleep, and breathe email deliverability, the jargon can be confusing enough, let alone when things are reduced to a few letters.  So here is a glossary of email deliverability and email marketing acronyms.

BIMI: Brand Indicators for Message Identification, a visual email authentication mechanism by which a company’s logo can be embedded and displayed in the inbox index

BEP: Business Email Provider, a service that provides you with the ability to send and receive email using your business domain (here are some that we recommend)

CAN-SPAM: the Controlling the Assault of Non-Solicited Pornography and Marketing Act, the law governing email marketing in the U.S..

CASL: the Canada’s Anti-Spam Law, the law governing email marketing in Canada

CCPA: the California Consumer Privacy Act, the law governing privacy in email marketing in California

CTR: Click-through Rate, the percentage of people who not only opened but clicked a link in your email

DKIM: DomainKeys Identified Mail, an email authentication mechanism

DMARC: Domain-based Message Authentication, an email authentication mechanism

DNS: Domain Name Service, essentially the switchboard of the Internet, translating domain names to the actual IP addresses at which they can be found

ESP: Email Service Provider, a service through which one sends bulk email to mailing lists, such as email marketing (here are some that we recommend)

GDPR: the General Data Protection Regulation, the law governing privacy in email marketing in the EU and the UK (the UK adopted their own UK GDPR after Brexit)

GSL: the Good Senders List™️, a list of certified good email senders maintained by Get to the Inbox by SuretyMail and used by inbox providers (IBPs), Internet service providers (ISPs) and spam filters to help decide whether to deliver email to the inbox or put it in the spam folder

IBP: Inbox Provider

ISP:  Internet Service Provider

OPR: Open Rate, the percentage of people who open an email marketing run

SPF: Sender Policy Framework, email authentication mechanism

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