Open Rate
» “Open Rate” is defined as the percentage of emails opened in a specific email campaign.
» Mathematically, Open Rate = Emails opened / Total emails delivered
where, Total emails delivered = Total emails sent - No. of bounces
» A 30 % email open rate implies that out of every 100 emails delivered to the inbox, 30 were actually opened.
» Email open rates are a good indicator of how the email campaigns are performing. More opens is good for the brand.

Open Relay
» “Open Relay” is a Simple Mail Transfer Protocol (SMTP) server that is configured such that anyone can send emails through it.
» As spammers used the open relay configuration to send spam emails, the CAN SPAM Act of 2003 made it illegal to use open relay.
» Most Internet service providers will restrict the emails coming from the identified open relays.

Opt-In Subscriber
» “Opt-In Subscriber” refers to the people who have opted for the email newsletter through an active confirmation.
» The Opt-In process is of two types: Single Opt-In and Double Opt-In.
» In the Single Opt-In process, the user is automatically subscribed when he/she provides the email details and an acknowledgement mail is sent to the email address.
» On the contrary; in the Double Opt-In process, a confirmation mail is sent to the user with a link to click. The subscription is activated only after the user clicks on the link.

Opt-Out List
» “Opt-out list” is the list of email recipients who have unsubscribed themselves and doesn’t wish to receive email communications from a specific company.
» Whenever a prospect interacts with a business by performing certain actions such as filling up a contact form or submitting information for downloading a report; a checkbox is usually provided for the prospects to check as a permission to send emails to their inboxes.
» In the opt-out mechanism; the prospects will get access to the email communication of the business by default unless they select the checkbox to imply that they don’t want to receive communications. In other words, they click the checkbox to opt out from the email communications.

Opt-Out Subscriber
» “Opt-out subscribers” are the people who unsubscribe themselves from the email marketing lists.
» They may do it for different reasons. They may not want to receive further communications from the business due to their change in interest, they may not be happy with the frequency of the email newsletters or any kind of other reason.
» Businesses should always try to reduce the number of opt-out email subscribers by following the best email deliverability practices.

ODBC
» “ODBC” stands for Open Database Connectivity.
» ODBC is a standard database access method used to access any data from any application regardless of the database management system which is handling the data.
» Some examples of ODBC databases are SQL Server, MySQL, DB2 and Oracle.
» The ODBC data access method is used to maintain synchronization between the email marketing service and other compliant applications.

Opens Tracking
» “Opens Tracking” is a procedure using which email marketers track the number of opens achieved in an email marketing campaign.
» Email marketers track the number of opens by embedding a small invisible graphic image in the HTML emails. Every time someone opens the email, the invisible image is downloaded from the servers and it is considered as one open count.
» This method may not give exact open statistics because of different settings and limitations of the email clients.