Email Marketing Glossary
Master email marketing. These terms cover everything from list building and segmentation to automation and deliverability.
Learn about our Email Marketing servicesAbandoned Cart Email
Automated emails sent when someone adds products to their shopping cart but doesn't complete the purchase, recovering po...
Read definition Email MarketingClick-to-Open Rate
The percentage of email openers who clicked a link, Clicks ÷ Opens × 100. This measures how compelling your email conten...
Read definition Email MarketingDouble Opt-In
A subscription process requiring email confirmation before adding someone to your Email List, they sign up, then must cl...
Read definition Email MarketingDrip Campaign
A series of pre-written emails sent automatically over time, "dripping" messages at scheduled intervals. Unlike one-off...
Read definition Email MarketingDynamic Content
Email content that changes based on subscriber attributes or behavior, showing different content to different people wit...
Read definition Email MarketingEmail Authentication
Technical protocols proving you're authorized to send email from your domain, essential for Email Deliverability. Withou...
Read definition Email MarketingEmail Automation
Emails that send automatically based on triggers, timing, or subscriber behavior, not manually written and sent each tim...
Read definition Email MarketingEmail Bounce Rate
The percentage of emails that couldn't be delivered, returned by the recipient's email server. Bounces are either Hard B...
Read definition Email MarketingEmail CTA
The call-to-action in your email, the button or link you want recipients to click. Every email should have one primary C...
Read definition Email MarketingEmail Deliverability
The ability to reach subscribers' inboxes rather than spam folders or getting blocked entirely. You can write perfect em...
Read definition Email MarketingEmail List
Your collection of email addresses from customers and prospects who've given permission to receive your communications....
Read definition Email MarketingEmail Marketing
Marketing directly to customers and prospects through email, newsletters, promotions, follow-ups, and automated sequence...
Read definition Email MarketingEmail Personalization
Customizing email content based on subscriber data, beyond just inserting their name. True personalization uses behavior...
Read definition Email MarketingEmail Segmentation
Dividing your Email List into groups based on shared characteristics, location, purchase history, interests, engagement...
Read definition Email MarketingHard Bounce
An email returned because the address is permanently undeliverable, the address doesn't exist, the domain is invalid, or...
Read definition Email MarketingLead Nurturing
The process of building relationships with prospects over time until they're ready to buy, typically through Email Autom...
Read definition Email MarketingOpen Rate
The percentage of recipients who open your email, Opens ÷ Delivered × 100. Industry averages range from 15-25%, though t...
Read definition Email MarketingPreview Text
The secondary text snippet shown after the Subject Line in inbox previews, your second chance to convince someone to ope...
Read definition Email MarketingRe-Engagement Campaign
Email sequence targeting subscribers who've stopped opening and clicking, an attempt to revive the relationship before r...
Read definition Email MarketingSender Reputation
A score email providers assign to your sending domain and IP address, determining whether your emails reach inboxes or s...
Read definition Email MarketingSoft Bounce
A temporary email delivery failure, the address exists but the message couldn't be delivered right now. Common causes: r...
Read definition Email MarketingSpam Complaint Rate
The percentage of recipients who mark your email as spam, the most damaging action for Sender Reputation. Even 0.1% comp...
Read definition Email MarketingSPF, DKIM, and DMARC
The three pillars of Email Authentication. SPF (Sender Policy Framework) publishes a DNS record listing servers authoriz...
Read definition Email MarketingSubject Line
The text recipients see before deciding whether to open your email, arguably the most important element of any email cam...
Read definition Email MarketingUnsubscribe Rate
The percentage of recipients who opt out of your Email List after receiving a message. Industry average is about 0.2-0.5...
Read definition Email MarketingWelcome Sequence
A Drip Campaign triggered when someone joins your Email List, the most important automation to set up. First impressions...
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