1. Email Marketing

Your ultimate email marketing glossary

A/B Testing

Also known as split testing, A/B testing is a method of comparing two versions of an email to determine which one performs better. This is done by sending two variations to a small portion of your subscribers and measuring the engagement metrics to decide which version to send to the remaining subscribers.

Above the Fold

The portion of an email that is visible without scrolling. It is important to place the most important information and call-to-action in this area to grab the attention of the reader immediately.


The process of tracking, measuring, and analysing various email marketing metrics, such as open rates, click-through rates, and conversion rates. Email analytics help marketers understand the performance of their campaigns and make data-driven decisions for improvement.


The use of software to automate the process of sending targeted, personalised email messages based on specific triggers or subscriber behaviour.


A pre-written, automated email message sent in response to a specific event, such as a new subscriber joining your mailing list, a purchase, or a request for information.


A list of email senders (IP’s or Domains) that have been identified as sending low quality content or spam. Some blocklists are more important than others, but emails from blocklisted senders can be more likely to be blocked or sent to the spam folder.

Bounce Rate

The percentage of sent emails that are undeliverable due to various reasons, such as invalid email addresses, full inboxes, or server issues. High bounce rates can negatively impact your sender reputation.

Call-to-Action (CTA)

A call-to-action is a prompt within the email that encourages the reader to take a specific action, such as clicking a button or link to visit a website, make a purchase, or download a resource.

Click-Through Rate (CTR)

The percentage of recipients who click on a link within an email. It is calculated by dividing the number of clicks by the number of delivered emails.

Conversion Rate

The percentage of email recipients who complete a desired action after clicking on a link in the email, such as making a purchase or signing up for an event.


The ability to successfully deliver emails to recipients’ inboxes without being marked as spam or bouncing back.

Double Opt-In

A subscription method that requires subscribers to confirm their email address after signing up, usually by clicking a link in a confirmation email. This process helps ensure a higher quality mailing list and better deliverability.

Drip Campaign

A series of pre-written, automated emails sent to subscribers at predetermined intervals, designed to nurture leads or educate them on a specific topic.

Dynamic Content

Email content that changes based on the recipient’s information or behaviour, providing a personalised and relevant experience for each subscriber.

Email Campaign

A coordinated series of email messages sent to a targeted audience with the purpose of achieving a specific marketing goal.

Email Service Provider (ESP)

An email service provider is a company that offers email marketing tools and services, such as templates, list management, automation, and reporting.


The bottom section of an email that typically contains essential information, such as the sender’s contact details, legal disclaimers, and unsubscribe links. A well-designed email footer helps maintain compliance with anti-spam regulations and contributes to a professional appearance.

Hard Bounce

An email message that is returned to the sender due to a permanent issue, such as an invalid email address or a closed account. These addresses should be removed from your mailing list.

IP Address (Internet Protocol Address)

A unique numerical label assigned to each device connected to a computer network. In email marketing, the sender’s IP address can impact deliverability and sender reputation.

List Hygiene

The practice of maintaining a clean and up-to-date email list by regularly removing inactive subscribers, correcting invalid email addresses, and managing bounce rates.

List Segmentation

The process of dividing your email list into smaller, more targeted groups based on specific criteria, such as demographics, behaviour, or engagement.

Open Rate

The percentage of recipients who open an email, calculated by dividing the number of opened emails by the number of delivered emails.


The process by which a user voluntarily subscribes to receive email communications, typically by providing their email address and consenting to receive marketing messages.


The act of a subscriber choosing to no longer receive email communications from a sender. Email marketers are required to provide an easy and clear unsubscribe option in every email.


The process of customising email content to make it more relevant and engaging for individual recipients, often by using subscriber data such as name, location, or purchase history.

Preheader Text

A short summary of an email’s content that appears in the recipient’s inbox, usually displayed directly after the subject line. Preheader text can be used to entice recipients to open the email.

Privacy Policy

A statement that discloses how a company collects, uses, and protects the personal information of its subscribers.

Re-engagement Campaign

A series of targeted email messages sent to inactive subscribers with the goal of re-establishing their interest and encouraging them to re-engage with a brand or product.

Responsive Design

An email design that adapts to different screen sizes and devices, ensuring a consistent and optimised user experience across various platforms.


A marketing strategy that involves sending targeted email campaigns to users who have previously engaged with a brand, such as website visitors or past customers, in order to re-engage them and encourage further interaction.

Sender Reputation

A score assigned to an email sender based on various factors, including bounce rates, spam complaints, and email engagement. A high sender reputation can improve email deliverability.

Soft Bounce

An email message that is temporarily undeliverable due to issues such as a full inbox or a server problem. Soft-bounced emails can be reattempted later.


Unsolicited, unwanted email messages, often sent in bulk for commercial purposes. Sending spam can damage a sender’s reputation and result in penalties under anti-spam laws.

Spam Filter

A software tool that identifies and blocks spam emails from reaching a recipient’s inbox. Spam filters analyse various elements of an email, such as the sender’s reputation, email content, and header information.

Subject Line

The brief description that appears in the recipient’s inbox and summarises the content of the email. An effective subject line is critical for capturing the recipient’s attention and increasing the open rate.


An individual who has opted in to receive email communications from a sender.

Triggered Email

An automated email message that is sent in response to a specific user action or behaviour, such as making a purchase, abandoning a shopping cart, or achieving a milestone.

Unsubscribe Rate

The percentage of recipients who opt out of receiving further email communications. A high unsubscribe rate may indicate that the content is not relevant or engaging for the audience.


A list of approved email senders that are deemed trustworthy by a recipient or an email service provider. Emails from whitelist senders are more likely to be delivered to the recipient’s inbox and bypass spam filters.

Welcome Email

The first email sent to a new subscriber after they join a mailing list. Welcome emails typically introduce the sender, set expectations for future communications, and may offer an incentive for signing up.

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