Email Marketing Glossary

A detailed collection of common terms and phrases used in email marketing.

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A/B Testing
What is A/B testing? A/B testing is a method of comparing two versions of a web page or email to...

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Abandoned Cart Email
What is an abandoned cart email? An abandoned cart email is a type of email that is used to reco...

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Anti-spam Laws
What is the definition of anti-spam laws? Anti-spam laws are a collection of regulations that ha...

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Authentication
What is authentication and why is it important? Authentication is the process of verifying the t...

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Automation
What is the definition of 'automation'? The definition of "automation" can vary depending on the...

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Blacklist
What is a blacklist in email marketing? A blacklist is a list of email addresses that are not al...

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Bounce
What is bounce rate? Bounce rate is the percentage of email addresses that send an email to a re...

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Bounce Rate
What is the bounce rate for a particular email campaign? The bounce rate is the percentage of em...

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Broadcast
What is the definition of 'broadcast'? Broadcast is a term used in email marketing to describe t...

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Bulk Email
What is bulk email? Bulk email is a type of email marketing that involves sending a large numbe...

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Campaign
What is a campaign? A campaign is a marketing effort that is planned and executed as a series ov...

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CAN-SPAM
What is CAN-SPAM? CAN-SPAM is a law that sets the rules for sending commercial email. It prohibi...

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Click
What is the definition of 'click'? There is no one-size-fits-all answer to this question, as the...

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Click-through Rate
What is a click-through rate? CTR, or “click-through rate,” is a metric that measures how of...

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Click-to-open Rate
What is the click-to-open rate? The click-to-open rate (CTOR) is a metric that measures how many...

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Cold Email
What is a cold email? A cold email is a message that you send to someone you don't know yet, wit...

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Complaint
What is a complaint in email marketing? A complaint in email marketing is typically defined as a...

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Complaint Rate
What is the complaint rate for email marketing? There is no definitive answer to this question a...

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Confirmed Opt-in
What is the definition of "confirmed opt-in"? Confirmed opt-in (COI), also known as double opt-i...

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Content
What is the definition of 'content'? The exact definition of content varies depending on the con...

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Conversion Rate
What is a conversion rate and how is it calculated? A conversion rate is the percentage of visit...

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CTA
What is a CTA? A CTA, or its full form, call to action, is an instruction to the reader of an em...

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Dedicated IP
What is a Dedicated IP? A dedicated IP is an IP address that has been allocated to a specific us...

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Deliverability
What is Deliverability? Deliverability is the ability of an email marketing campaign to reach it...

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Delivery Rate
What is the delivery rate for a particular email campaign? The delivery rate for a particular em...

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DKIM
What is DKIM? DomainKeys Identified Mail (DKIM) is a digital email authentication system designe...

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DMARC
What is DMARC? DMARC, or Domain-based Message Authentication, Reporting, and Conformance is a te...

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Domain Blacklist
What is a domain blacklist? Domain blacklisting is the process of blocking a domain name or IP a...

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Double Opt-in
What is double opt-in? Double opt-in is a process where a user signs up for a mailing list or su...

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Drip Campaign
What is a drip campaign? A drip campaign is a series of automated emails that are sent to a reci...

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Dynamic Content
What is dynamic content? Dynamic content is a type of content that is generated automatically by...

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Email Blast
What is an email blast? An email blast, also known as an email campaign, is a marketing technique t...

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Email Campaign
What is an email campaign? An email campaign is a marketing effort that uses email to communicat...

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Email Client
What is an email client? An email client is a software application used to access and manage ema...

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Email List
What is an email list? An email list is a collection of email addresses that have been gathered ...

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Email Marketing
What is email marketing? Email marketing is the process of sending targeted messages with tailor...

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Email Sender
What is an email sender? An email sender is an application that sends out messages, usually over...

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Email Server
What is an email server? An email server is a network of computer system used to send, receive, ...

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Email Service Provider (ESP)
What is an Email Service Provider (ESP)? An email service provider (ESP) is a company that provi...

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Email Template
What is an email template? An email template is a pre-designed email that you can use to quickly...

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Footer
What is a footer in email marketing? A footer in email marketing is a block of text or graphics ...

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Frequency
What is the definition of frequency? The definition of frequency is the number of times a partic...

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Hard Bounce
What is a hard bounce? A hard bounce is an email that is sent back to the sender because the ema...

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Header
What is a header in email marketing? A header is an email marketing terminology is the top secti...

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HTML Email
What is HTML email? HTML email is a type of email that uses HTML code to format the content of t...

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Image Blocking
What is image blocking? Image blocking is a technique used in email marketing to prevent images ...

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Image-based Email
What is image-based email? Image-based email is a type of email that is image-heavy and uses ima...

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Inactive Subscribers
What is an inactive subscriber? An inactive subscriber is a subscriber who has not opened or cli...

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Inbox
What is an email inbox? An email inbox is a folder in an email client where emails are stored. T...

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Inbox Placement Rate
What is Inbox Placement Rate? Inbox placement rate (IPR) is a metric used in email marketing to ...

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IP Warming
What is IP warming? IP warming is the process of gradually increasing the number of messages sen...

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KPI
What is a KPI? A KPI, or key performance indicator, is a metric that businesses use to measure a...

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Landing Page
What is a landing page? A landing page is a web page that a visitor sees and engages with after ...

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Leads
What is a lead? A lead is a potential customer or client that has expressed interest in your pro...

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List
What is a list in email marketing? A list in email marketing is a group of email addresses that ...

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List Churn
What is list churn? List churn is a metric used to measure how many subscribers a company loses ...

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List Growth
What is the average list growth rate for email marketers? There is no one answer to this questio...

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List Hygiene
What is list hygiene? List hygiene is the process of keeping your email list clean and updated w...

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List Segmentation
What is list segmentation? List segmentation is the process of dividing a list of email addresse...

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Multivariate Testing
What is multivariate testing? Multivariate testing is a type of A/B testing that allows you to t...

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Newsletter
What is a newsletter? A newsletter is a type of email marketing where regular updates are sent t...

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Onboarding Emails
What is Onboarding Email? Onboarding email is a kind of an automated email that is sent to new s...

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Open Rate
What is the open rate? Open rate is the percentage of people who open your email. What factor...

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Opt-in
What is opt-in email marketing? Opt-in email marketing is a type of marketing where businesses s...

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Opt-out
What is an opt-out? An opt-out is a request from a subscriber to stop receiving email communicat...

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Permission-based Marketing
What is permission-based marketing? Permission-based marketing is a type of email marketing that...

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Personalization
What is personalization in email marketing? Personalization in email marketing is the process of...

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Plain Text Email
What is plain text email? Plain text email is an email that is not formatted and does not includ...

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Preview Text
What is preview text? Preview text is a short snippet of text that is displayed with the email n...

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Promotional Email
What is a promotional email? A promotional email is a type of email marketing that is used to pr...

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Prospect
What is the definition of the term 'Prospect'? The definition of the term "Prospect" can vary, b...

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Re-engagement Email
What is a re-engagement email? A re-engagement email is a type of email marketing campaign that'...

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Recipient
What is the definition of a Recipient? A recipient is the person who has recieved an email from ...

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Responsive Email
What is responsive email design? Responsive email design is a technique for crafting emails that...

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Segment
What is a segment in email marketing? There is no definitive answer to this question as the defi...

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Segmentation
What is email segmentation? Email segmentation is defining some specific criteria and then divid...

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Sender Score
What is sender score? Sender Score is a metric created by Return Path that rates the trustworthi...

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Single Opt-in
What is single opt-in? Single opt-in is a type of email marketing in which subscribers are autom...

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Soft Bounce
What is a soft bounce? A soft bounce is an email that fails to reach its destination, but the re...

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Spam
What is spam? Spam is when someone sends emails that haven't been subscribed by the receiver, es...

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Spam Complaint
What is a spam complaint? A spam complaint is a notification to an email service provider (ESP) ...

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Spam Complaint Rate
What is the spam complaint rate? The spam complaint rate is the percentage of email messages tha...

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Spam Filter
What is a spam filter? A spam filter is a tool used by email providers to help identify and bloc...

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Spam Rate
What is the spam rate? The spam rate is the percentage of emails that are considered spam. This ...

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Spam Score
What is the Spam Score of this email? The spam score of this email is 9 out of 10. This is becau...

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SPF
What does SPF stand for? SPF stands for Sender Policy Framework. It is a technical specification...

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Subscriber
What is a subscriber? A subscriber is someone who has expressly given permission to receive emai...

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Subscriber Journey
What is the subscriber journey? The subscriber journey is the process that a subscriber goes thr...

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Subscription
What is a subscription in email marketing? A subscription in email marketing is a feature that a...

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Subscription Form
What is a subscription form? A subscription form is a web form used to collect email addresses f...

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Tags
What is a tag in email marketing? A tag is a keyword or phrase that acts as a key identified for...

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Targeting
What is the definition of 'targeting'?Targeting is the process of selecting a specific group of peo...

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Template
What is a template in email marketing? A template in email marketing is a pre-made email structu...

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Transactional Emails
What are transactional emails? Transactional emails are automated emails that are sent in respon...

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Trigger
What is a trigger in email marketing? A trigger is an email marketing term that refers to an eve...

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Unique Clicks
What is the definition of 'unique clicks'? There is no one-size-fits-all answer to this question...

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Unsubscribe
What is the definition of unsubscribe? Unsubscribe is the process of formally informing a sender...

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Unsubscribe Link
What is an unsubscribe link? An unsubscribe link is a web link or email address that allows a pe...

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Unsubscribe Rate
What is the unsubscribe rate? There is not a universal or specific answer to this question as un...

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Welcome Email
What is a Welcome Email? A welcome email is an automated email that is sent to a new subscriber ...

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Whitelist
What is a whitelist? A whitelist is a list of email addresses or domains from which email is all...

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WYSIWYG Editor
What is a WYSIWYG editor? A WYSIWYG editor is an acronym for 'What you see is what you get'. It ...