Email & Lifecycle terms

Sending two versions of an email to compare which performs better.

An automated reminder sent when a shopper adds items to a cart but does not buy.

A list of trusted senders whose email is allowed through filters without extra scrutiny.

A Google technology that lets emails include interactive, app-like content.

An automated email marking a milestone date such as signup, first purchase, or membership length.

An Apple feature that hides whether and when Apple Mail users open emails.

Proving that an email really comes from the domain it claims to be from.

A message sent automatically after a defined trigger.

Email targeted to a subscriber based on their tracked behavior and interests.

Grouping subscribers by their actions, such as opens, clicks, or past purchases.

A standard that displays a brand's verified logo beside authenticated email in the inbox.

An automated email sent to a subscriber on or near their birthday, often with a greeting or offer.

A published list of IPs or domains known for sending spam, used to filter mail.

An email that could not be delivered and was returned by the receiving server.

The percentage of sent emails that could not be delivered.

The share of sent emails that bounced, expressed as a percentage.

A single email sent at one time to a whole list or segment, not triggered by behavior.

An automated email sent when a shopper views products but never adds them to a cart.

The 2003 US law setting rules for commercial email, including opt-out and honest headers.

Canada's law requiring consent and clear identification before sending commercial electronic messages.

A chatbot is software that simulates conversation to answer questions or complete tasks through text or voice.

The percentage of delivered emails that produced at least one click.

The share of people who opened an email and then clicked a link inside it.

Grouping subscribers by a shared start point to compare how their email engagement changes over time.

A subscription confirmed by the recipient, often used as another name for double opt-in.

Conversational Marketing engages buyers through real-time, two-way dialogue using chat, messaging apps, or voice instead of one-way forms.

The share of email recipients who complete a desired action after clicking.

The full path a customer travels from first awareness through purchase, loyalty, and beyond.

Guiding new customers to first value and confident use after they buy or sign up.

How an email appears when a client displays it with a dark background.

A sending IP address used by only one sender, isolating its email reputation.

The percentage of sent emails accepted by receiving servers, meaning they did not bounce.

An email authentication method that signs messages to prove they were not altered.

A policy that tells receivers what to do when email fails SPF and DKIM checks.

How much mailbox providers trust the sending domain used in your email.

A signup method where a subscriber must confirm their email through a follow-up verification message.

A scheduled series of automated messages delivered over time.

A section of an email that changes its content based on each recipient's data or rules.

Software that sends emails automatically based on schedules, rules, or subscriber actions.

The planned rhythm and timing of a series of emails sent to a contact.

The ability of legitimate email to reach recipients' inboxes.

Tailoring email content to individual recipients using their data and behavior.

The return earned from email marketing compared with what it cost to run.

Dividing an email list into smaller groups so each receives more relevant messages.

A platform businesses use to build, send, and track bulk marketing or transactional email.

Checking whether an email address is real, correctly formatted, and able to receive mail before sending.

A service that reports back to senders when recipients mark their email as spam.

The share of recipients who forward or share an email with others.

The sender name shown in the inbox that identifies who the email is from.

Freely given, specific, informed agreement to receive marketing email under European data protection law.

A filter that temporarily rejects unknown senders, expecting legitimate servers to retry.

The moment a lead or customer is passed from one team to another, often marketing to sales.

A permanent delivery failure, usually from an invalid or nonexistent email address.

An email built with HTML so it can include images, layout, and styling.

A message shown to users while they are actively using an app or site.

The percentage of delivered emails that actually land in the inbox rather than spam.

A rendering of how an email will look across different inboxes before sending.

How much mailbox providers trust the IP address that sends your email.

Gradually increasing send volume on a new IP to build trust with mailbox providers.

Sending relevant, timed messages to build trust with leads until they are ready to buy.

Assigning points to leads based on traits and actions to rank their sales readiness.

Coordinating messages across every stage of the customer journey, from first touch to loyalty.

A label marking where a contact sits in their journey from stranger to customer and beyond.

The rate at which an email list loses subscribers over time through opt-outs and inactivity.

How quickly an email list gains net new subscribers over a period.

The ongoing practice of cleaning an email list by removing invalid, inactive, or unwanted addresses.

Dividing a contact list into meaningful groups for tailored communication.

Previewing an email across many clients and devices using the Litmus platform.

Using software and rules to coordinate repeatable marketing actions.

The difference between a lead marketing deems interested and one sales deems ready to buy.

A placeholder code in an email that is replaced with each recipient's own data at send time.

Marketing text messages that include images, video, audio, or longer text.

A recurring email that shares updates, articles, or curated content with subscribers.

A planned series of emails that builds a relationship and guides leads toward a decision.

A series of emails that helps new users or customers get started and find value.

The percentage of delivered emails recorded as opened.

An affirmative action through which a person agrees to receive communication.

An opt-out keyword is a word like STOP that recipients text to unsubscribe from a marketing SMS program.

Using a tiny hidden image to detect when an email is opened.

An email made only of text, with no HTML formatting, images, or styling.

An automated email series sent after a purchase to confirm, support, and retain the buyer.

A page where subscribers choose which emails they receive and how often.

The preview snippet shown next to or below the subject line in many inboxes.

Collecting more contact details gradually across multiple forms instead of all at once.

A short message sent from an app to a user's device screen.

A targeted email series that tries to reactivate subscribers who have stopped opening or clicking.

An estimate of how many recipients actually spent time reading an email.

Marketing focused on keeping existing customers active, engaged, and buying again.

Segmenting customers by how recently, how often, and how much they buy.

RCS is an upgraded texting standard that adds branding, images, buttons, and read receipts to SMS-style messaging.

How often you email a subscriber over a given period, such as per week or month.

Choosing when to send each email to raise the chance a recipient engages.

Mailbox providers' assessment of a sender's trustworthiness.

A 0 to 100 reputation rating for a sending IP address, produced by Validity.

A sending IP address used by many senders, who collectively influence its reputation.

A signup method that adds a subscriber immediately, with no email confirmation step.

Sending promotional or transactional text messages to customers who opted in.

A temporary delivery failure that may succeed if the message is retried later.

The percentage of delivered emails that recipients report as spam.

An email address used only to catch senders with poor list hygiene.

An email standard listing which servers are allowed to send mail for a domain.

A lead vetted and accepted as ready for direct sales engagement.

The short headline of an email shown in the inbox that helps decide whether it is opened.

A rule for automatically removing or pausing subscribers who stay inactive for a set period.

A list of addresses your system blocks from receiving mail, even if they exist elsewhere.

TCPA Compliance means following the US law that governs telemarketing calls, texts, and prerecorded messages.

A one-to-one email triggered by a user action to deliver expected, non-promotional information.

An email sent automatically in response to a specific subscriber action or event.

The percentage of email recipients who opt out of a list after a given send.

Notifications sent through a web browser to users who subscribed on a site.

An automated sequence for new subscribers or customers.

WhatsApp Marketing uses the WhatsApp messaging app to send updates, support, and promotions to customers who opt in.

A targeted email effort to bring back customers who have not bought in a long time.