Email marketing glossary

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Email recipient

An email recipient is an individual who owns the “to” email address in the “from” and “to” fields (found on the top of an email). The “from” address is of the email sender. Together, email recipients form an email recipient list, which is the core of any email marketing campaign’s success.

Email recipients may also be referred to as contacts or subscribers as long as they willingly signed up to receive messages from a given company.

Email marketing programs rely on having a well-maintained email recipient list that’s free of invalid email addresses and spam traps. To keep a mailing list clean, it’s a good practice to use double opt-in, which creates an extra step of reassurance from the subscriber’s end to receive content from brands. By asking for a second confirmation, brands reduce the risk of invalid email addresses or spam traps creeping into their email list.