Dedicated Server |
| An email server used by only one sender. A dedicated server often costs more to use because the expense can't be spread among many users, but it performs better than a shared server. Email usually goes out faster, the server is more secure, and you eliminate the possibility that another sender could get the server blacklisted for spamming. |
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Deduplication (deduping) |
| The process of removing identical entries from two or more data sets such as mailing lists. AKA merge/purge. |
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Delivered email |
| Number of emails sent minus the number of bounces and filtered messages. A highly inexact number because not all receiving ISPs report accurately on which email didn't go through and why not. |
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Delivery tracking |
| The process of measuring delivery rates by format, ISP or other factors and delivery failures (bounces, invalid address, server and other errors). An inexact science. |
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Denial-of-service attack (DOS) |
| An organized effort to disrupt email or Web service by sending more messages or traffic than a server can handle, shutting it down until the messages stop. |
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Deploy |
| The act of sending the email campaign after testing. |
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Digest |
| A shortened version of an email newsletter which replaces full-length articles with clickable links to the full article at a Web site, often with a brief summary of the contents. |
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Discussion group |
| An email service in which individual members post messages for all group members to read ("many to many.") In contrast, a newsletter is a "one to many" broadcast, where comments by members or subscribers go only to the message sender. Aka by the trademarked name Listserv. |
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Domain Name System |
| How computer networks locate Internet domain names and translate them into IP addresses. The domain name is the actual name for an IP address or range of IP addresses. E.g. MarketingSherpa.com. See reverse DNS. |
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DomainKeys |
| An anti-spam software application being developed by Yahoo and using a combination of public and private "keys" to authenticate the sender's domain and reduce the chance that a spammer or hacker will fake the domain sending address. |
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Double opt-in |
| A process that requires new list joiners to take an action (such as clicking on an emailed link to a personal confirmation page) in order to confirm that they do want to be on the list. Sometimes interpreted incorrectly by some email broadcast vendors to mean a new subscriber who does not opt-out of or bounce a welcome message. |
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Dynamic content |
| Email-newsletter content that changes from one recipient to the next according to a set of predetermined rules or variables, usually according to preferences the user sets when opting in to messages from a sender. Dynamic content can reflect past purchases, current interests or where the recipient lives. |
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