Top 25 E-mail Marketing Terms You Should Know

False positive: A false positive occurs when a legitimate permission-based e-mail is incorrectly filtered or blocked as spam.

Hard bounce/Soft bounce: A hard bounce is the failed delivery of an e-mail due to a permanent reason like a non-existent address. A soft bounce is the failed delivery of an e-mail due to a temporary issue, like a full mailbox or an unavailable server.