Industry Glossary

A type of SMS communication in which messages are sent from a software application or automated system to individual mobile phone users. Contrasted with P2P (person-to-person) messaging, which is direct communication between two individuals. Most business SMS marketing falls into the A2P category and is subject to carrier registration requirements and TCPA regulations.

Related terms: A2P 10DLC, TCPA, P2P Messaging

The carrier-mandated registration framework for business SMS messaging in the United States, introduced in 2021. Requires businesses to register their brand and SMS campaign use cases with The Campaign Registry (TCR) before sending application-to-person messages through 10-digit long code numbers. Registration is required by all major U.S. carriers (AT&T, T-Mobile, Verizon). Unregistered campaigns face message filtering, blocking, and potential carrier penalties. Properly registered campaigns benefit from improved deliverability, higher throughput limits, and reduced risk of filtering. H2M manages A2P 10DLC registration for all SMS clients.

Related terms: A2P Messaging, TCR, TCPA, Short Code

The primary U.S. federal law governing commercial email (2003). Requires all commercial emails to include: an accurate sender identification, an honest subject line, a physical postal address, a clear opt-out mechanism, and timely processing of unsubscribe requests (within 10 business days). Violations carry civil penalties of up to $50,120 per email. Unlike TCPA, CAN-SPAM operates as an opt-out system — commercial email can be sent without prior consent as long as an opt-out is provided.

Related terms: TCPA, CASL, Email Deliverability, Opt-Out

Canada's primary law governing commercial electronic messages, enacted in 2014. Unlike CAN-SPAM, CASL requires prior express or implied consent before sending commercial electronic messages to Canadian recipients. Penalties for violations can reach CAD $1 million for individuals and CAD $10 million for organizations.

Related terms: CAN-SPAM, TCPA, Consent

A California state law (effective 2020, strengthened by CPRA in 2023) that grants California consumers specific rights over their personal data, including the right to know what data is collected, the right to delete it, the right to opt out of its sale, and the right to non-discrimination for exercising these rights. CCPA is the most comprehensive U.S. state privacy law and has influenced similar legislation in other states.

Related terms: CPRA, Data Privacy, First-Party Data, Consumer Rights

Under the Telephone Consumer Protection Act, prior express written consent is the documented agreement a consumer must provide before a business may send them marketing text messages or make marketing calls using an autodialer. The consent must: (1) be in writing, (2) clearly authorize the specific business to contact the consumer, (3) disclose that consent is not required as a condition of purchase, and (4) include the consumer's signature. The FCC's 2025 one-to-one consent rule added the requirement that consent must specifically name each individual company authorized to contact the consumer.

Related terms: TCPA, FCC One-to-One Consent Rule, Opt-In

The percentage of people who take a desired action out of the total number exposed to an opportunity to take that action. Conversion rate measures the ultimate business outcome, not an intermediate engagement metric like open rate or click-through rate.

Related terms: CPA, CTR, Open Rate, Attribution

A performance marketing pricing model in which an advertiser pays a fixed fee each time a defined acquisition event occurs — such as a completed sale, a signed contract, a submitted application, or an enrolled student. CPA aligns the economic incentive of the marketing partner with the advertiser's actual business outcome.

Related terms: CPL, Performance Pricing, Conversion Rate

A performance marketing pricing model in which an advertiser pays a fixed fee for each qualified lead delivered, regardless of whether the lead ultimately converts to a customer. CPL is common in industries where the sales cycle is long or involves human follow-up (insurance, legal, financial services, healthcare). A qualified lead is defined jointly by the advertiser and H2M based on specific criteria.

Related terms: CPA, Lead Quality, Performance Pricing

The process of capturing, collecting, and building consumer data records for use in marketing campaigns. In performance marketing, data acquisition typically refers to programs that generate first-party consumer records — often through owned digital properties, lead forms, or content downloads — rather than purchasing pre-existing lists from third-party aggregators. H2M's data acquisition programs are powered by Factua.

Related terms: First-Party Data, Factua, Lead Generation, TCPA Consent

In email marketing, deliverability refers to the ability of an email to reach a recipient's inbox rather than being filtered to spam, blocked by a mail server, or returned as a bounce. Deliverability is influenced by sender reputation, list quality, authentication (SPF, DKIM, DMARC), and content. In SMS marketing, deliverability refers to successful message delivery to a recipient's device, influenced by A2P 10DLC registration status and carrier filtering policies.

Related terms: Sender Reputation, IP Warm-Up, SPF/DKIM/DMARC, A2P 10DLC

An email authentication protocol that allows a sending domain to digitally sign outgoing messages, enabling receiving mail servers to verify that the message was authorized by the domain owner and was not altered in transit. DKIM is one of three standard email authentication protocols (alongside SPF and DMARC) that signal to ISPs that an email sender is legitimate.

Related terms: SPF, DMARC, Email Deliverability, Sender Reputation

H2M's proprietary data platform, built and operated exclusively for use in H2M's data acquisition programs. Factua captures first-party consumer data on H2M's owned and operated digital properties, enriches records in real time with behavioral intent signals, verifies consent at the point of capture, and delivers structured, campaign-ready consumer records to H2M's clients. Factua is not a white-labeled or third-party tool — it is proprietary H2M technology and is not available through any other provider.

Related terms: First-Party Data, Data Acquisition, Intent Scoring, TCPA Consent

Behavioral signals that indicate a consumer's active interest in a specific product, service, or category. High-quality intent data identifies consumers who are in an active research or buying phase — not just consumers who fit a demographic profile. Factua's intent scoring layer enriches H2M's data acquisition records with first-party intent signals at the moment of capture.

Related terms: First-Party Data, Factua, Behavioral Targeting, Lead Quality

The percentage of delivered messages that were opened by recipients. Industry average email open rates are approximately 20–25% across sectors. In SMS marketing, open rates consistently measure at 95–98%. Open rate is a top-of-funnel engagement metric; conversion rate is the more meaningful business outcome metric.

Related terms: CTR, Conversion Rate, Email Deliverability, SMS Marketing

The act of a consumer actively consenting to receive marketing communications from a business. In the context of TCPA compliance, an opt-in must be explicit, documented, and specific to the business requesting consent. A double opt-in requires the consumer to confirm their consent a second time and produces higher-quality, more engaged lists.

Related terms: Opt-Out, TCPA Consent, FCC One-to-One Consent Rule, CAN-SPAM

A score assigned by ISPs and mailbox providers to email sending IP addresses and domains, reflecting the historical quality of email sent from those addresses. Calculated based on spam complaint rates, bounce rates, engagement rates, and blacklist status. A strong sender reputation is the foundation of email deliverability. H2M's dedicated sending infrastructure isolates each client's sender reputation from other senders.

Related terms: Email Deliverability, Dedicated ESP Infrastructure, IP Warm-Up, Bounce Rate

An email authentication protocol that specifies which mail servers are authorized to send email on behalf of a domain. Implemented as a DNS TXT record, SPF allows receiving mail servers to verify that an incoming message was sent from an IP address the domain owner has authorized. SPF is one of three standard email authentication protocols alongside DKIM and DMARC.

Related terms: DKIM, DMARC, Email Deliverability, Email Authentication

The primary U.S. federal law governing telemarketing calls, auto-dialed calls, pre-recorded voice messages, and text messages to mobile phones. Enacted in 1991 and significantly updated through FCC rulemaking since. Requires businesses to obtain prior express written consent before sending marketing text messages. Violations carry statutory penalties of $500–$1,500 per message. The FCC's January 2025 one-to-one consent rule strengthened TCPA by requiring consent to specifically name each company authorized to contact a consumer. H2M's SMS and data acquisition programs are built from the ground up for TCPA compliance.

Related terms: Prior Express Written Consent, FCC One-to-One Consent Rule, A2P 10DLC

The industry organization designated by U.S. mobile carriers to manage the A2P 10DLC brand and campaign registration process. Businesses wishing to send A2P SMS must register their brand and campaign use cases with TCR before carriers will deliver their messages at scale.

Related terms: A2P 10DLC, A2P Messaging, SMS Deliverability