All the Deliverability Terms you need to know

CAN-SPAM Act of 2003

Another fun acronym – The CAN-SPAM Act of 2003. Did you know CAN-SPAM stands for Controlling the Assault of Non-Solicited Pornography and Marketing. This Act is a federal law that establishes requirements for those who send commercial email. It determines the penalties for spammers and companies whose products are advertised in spam if they violate the law, and gives consumers the right to ask emailers to stop spamming them.

Items in Act to pay attention to:

• Your email’s “from” “to” and routing information must be accurate and valid to make it through spam filters

• The subject line should not deceive the recipient about the content of the message

• You must include an opt-out method for recipients to unsubscribe

• Commercial email must be identified as an advertisement and include the sender’s physical postal address

You can access more information about the Swiftpage’s Spam Policy here>>

Email Client

Outlook, Gmail, Yahoo, MSN, AOL are all examples of Email Clients. They are the applications used to send, receive, store and view email.


Due to the CAN-SPAM Act you must include an opt-out method in all email communications. This allows the recipient of your email to unsubscribe from your messages if they wish to no longer receive them. This method is also known as opting-out.

IP Address

IP stands for Internet Protocol. The IP address is the computer’s address from which the emails communications are being sent out – a numerical component of an internet address or domain name. An IP address looks something like this –

SPF Record

SPF stands for Sender Policy Framework. An SPF record allows you to authenticate your email and verify that your message comes from an authorized mail server. SPF records help detect messages coming from spammers who try and falsify senders’ IP addresses in the email header. Swiftpage has an SPF record tool that you can use to verify your email campaigns. Click here to access it>>

Suppression List

The suppression list is the list of addresses that the email campaign is never sent to. This list can include opted-out email address and deduped email addresses. The suppression list is created before the email is sent out so that none of the email addresses all the list are sent the campaign in order to stay CAN-SPAM compliant.


Most ESPs dedupe your email list before sending out. Deduping means that all emails address that are duplicates are removed from the list so that multiple emails are not sent to the same person.


Blocking occurs when an Internet Service Provider (ISP) prevents an email to reach the intended destination. Email Service Providers (ESP), like Swiftpage, work hard to build reputable relationships with ISPs so that blocking is decreased greatly.

Stay tuned for even more deliverability terms this week! What other terms would you like to learn about?

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