Email Marketing Glossary


    In this section you can find the meaning of the term or abbreviation you are unsure about. The listing is pretty complete and we are sure you will find the answer to your question or maybe just find something new if you are the curious type.



    ABC analysis

    You can conduct an ABC analysis to come up with a solid assessment of how important individual items are for the company. This is particularly useful in determining which customers contribute the most to your total revenue or which products are your bestselling items. This information is critical for business planning.

    AMP email

    AMP email is a framework that enables marketers to create and send interactive emails. It allows people to fill out forms, purchase products, book meetings, and more without leaving their inboxes. AMP email introduces modern app functionality available within any platform, allowing you to personalize your messages for better engagement.

    Abandoned cart email

    You can send abandoned cart emails as reminders to shoppers who have added items to their cart but haven't checked out yet. Users may add products that are part of their “wishlist” but never get around to checking out as they continue shopping around. Automated personalized notifications alerting them that their cart is still not cleared often encourage them to proceed with the purchase journey.

    Affiliate Program

    An affiliate program is an agreement in which a business pays another business or influencer ('the affiliate') a commission for sending traffic and/or sales their way. This arrangement allows businesses to outsource part of the sales process to their affiliates via web content, social media, or product integration.

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    B2B Marketing

    Business-to-business marketing is the process of marketing your products or services to other businesses and organizations. The campaigns are aimed at any individual(s) with control or influence on purchasing decisions in an organization as opposed to individual customers in B2C marketing. B2B marketing language focuses on industry use cases and is based more on bottom-line revenue impact.

    Bulk email

    Bulk emailing is the act of sending one campaign to a large group of recipients at once. Also known as mass email or email blasts, it is used to send emails to willing participants like subscribers or members. Bulk email platforms are built specifically for this purpose, making personalization and automation possible regardless of the size of the mailing list.

    Bulk email sender

    A bulk email sender is an email service or platform designed for sending mass emails. Businesses use it to send businesses to send marketing, promotional, or educational emails en masse. One email campaign can be sent to hundreds of email addresses at once. Some platforms also provide additional features for running such campaigns, including mailing list management and metrics for marketers.

    Bulk email software

    Bulk email software is a system to send one email campaign to a large audience simultaneously at a predetermined time. The term usually refers to standalone software; however, bulk email-sending web-based services can also be called bulk email software. Email providers like Gmail and Outlook do not provide this type of functionality.

    Business email

    A business email is an address that includes your business's custom domain name, such as It is different from email addresses like provided by free personal clients like Gmail. Employees and members of the executive team will typically use their business email for corporate communication as a way to indicate formal communication with the company.

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    Catch-all email

    A catch-all email account is an address specified to receive all messages destined to an incorrect address for a domain. For example, you have a mail sent to a non-existent recipient under the domain name If is set up as the catch-all email, the message will be sent there instead of bouncing back.

    Click-through rate

    The clickthrough rate (CTR) for email is the percentage of people who clicked on at least one link in your message. It can be used to gauge how engaging your campaign is. To calculate the CTR, use the formula: numbers of people who clicked ÷ number of delivered emails x10 = CTR percentage. If you had 5 unique clicks and 100 delivered emails, then your CTR would be 5%.

    Cold email

    A cold email is unsolicited mail sent to a receiver without any prior contact. It is a marketing technique used to introduce your brand to a recipient with no existing relationship with you or your company. These messages differ from spam as they involve a personalized message to establish a business relationship, while spam doesn’t include anything of value.

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    DKIM (Domain Keys Identified Mail) is an email authentication technique that allows the receiver’s mail server to check that a message was indeed sent and authorized by the owner of that domain. This is done by giving the email a digital signature. This DKIM signature is a header that is added to the message and is secured with encryption marking the mail as authentic and credible.


    Domain-based Message Authentication, Reporting & Conformance (DMARC) is an email protocol used to authenticate messages by aligning SPF and DKIM mechanisms. It helps people and businesses protect their email addresses and domains from being misused by third parties. DMARC provides an authentication record that the messages you send are from the real you, preventing activities like phishing, spamming, and spoofing.

    Double opt-in

    Double opt-in is a system for adding new contacts to your email list that allows subscribers to confirm their consent. After collecting an address through a signup form and a confirmation message is then sent to that address in order to validate the contact information. The user is officially added to the marketing list once the confirmation click is completed.

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    Email address harvesting

    Email harvesting is the process of extracting a large number of addresses from public sources. These are then compiled into a database, with some businesses marketing their products through a contact list acquired through harvesting. Harvesters capture addresses through various methods, including using bots to scrape web pages and social media for addresses, buying, or trading mailing lists. SMTP.

    Email marketing autoresponder

    An email marketing autoresponder is a script that automates replies to specific segments of your mailing list. The script is activated by user actions on your website. Or when a user sends an email to an address with an autoresponder. Confirmation, welcome, and onboarding messages are common use cases. This tool allows you to send automated tailored messages to specific segments of your mailing list.

    Email finder

    An email finder is a tool for acquiring personal or business email addresses online from various web pages for outreach purposes. It works by analyzing HTML webpages using the person's full name and the domain name used for addresses by the company, organization, or website they are affiliated with. A majority of such systems operate as web apps, Chrome extensions, or both.

    Email marketing strategy

    An email marketing strategy is an action plan used to achieve desired advertising goals. It refers to how the business leverages direct channels of communication with prospects and customers to increase engagement and sales. Your strategy outlines the way you use this marketing channel to share new products, discounts, and other services.

    Email template

    An email template is a predefined layout that guides you on how to present your messages. The existing design may already include content like images, videos, or text. Templates can simply be used as a base and edited, so there is no need to create new content from scratch. This resource helps ensure all designs follow your brand’s guidelines.

    Email verifier

    An email verifier is a tool used to validate the authenticity of an address. It checks whether the address exists and also can receive messages sent. This is a crucial process in building a contact database to avoid bounces. Ensuring the deliverability of the addresses in your contact list protects your reputation with ISPs and also guarantees a return on investment from your lead generation.

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    Greylisting is the practice of setting a mail transfer agent (MTA) to temporarily reject any mail from unrecognised senders. If the mail is legitimate, the originating server will try again after a delay, and if sufficient time has elapsed, the message will be accepted. Greylisting is one way of defending e-mail users against spam.

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    Hard bounce

    The email server will generally provide a reason for an email bouncing. A hard bounce is a mail that has failed to deliver for permanent reasons. This could be because the recipient's address is invalid, as either the domain name is incorrect, isn't real, or the recipient is unknown. Such addresses are automatically removed from your audience.

    HTML email

    HTML emails have visually engaging formats that incorporate color, style, images, and even multimedia. HyperText Markup Language is a way to code a document made out of ASCII text. An HTML reader, like a web browser, is capable of rendering the different types of information included in HTML content, making them more attractive than just plain text.

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    Mailing templates

    Mailing templates are pre-designed email formats that can be customized and personalized to suit your campaign’s unique needs. Leveraging existing templates saves you time as you do not have to create the entire layout from scratch. The convenience is especially true for HTML-preformatted content, which includes text, images, and multimedia.

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    Newsletter sending

    Sending newsletters via email is a strategic way of sharing informational or educational content with subscribers. Newsletters are digital assets sent out periodically to users to keep them engaged and invested in your brand. Typically a newsletter will include the latest news, tips, or updates relating to your products or services.

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    Outreach marketing

    Outreach marketing is a marketing tactic that leverages third-party recommendations of your products/services to attract new consumers. The process involves establishing relationships with companies interested in your product, such as business influencers, bloggers, and journalists, so they can promote your brand. It allows you to increase brand exposure and gain passive web traffic.

    Outreach email

    Email outreach is a communication strategy where messages are sent to potential business partners or cold contacts in search of B2B or B2C opportunities. It can be a way to establish new business contacts and foster relationships that can generate leads, secure opportunities for collaboration, or even promote your content. The outreach communication encourages the receiver to take positive action that will enable her to achieve a business goal.

    Onboarding email

    When a new customer signs up for your product or service, they receive an onboarding email to encourage them to start using their purchase. Onboarding messages are a type of welcome email that calls the receiver to action. This goal is achieved through the educational resources and how-to videos included in the content sent.

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    A recipient is the owner of the address an email is sent. This can be an individual or organization which has opted-in to receive messages from the sending party. Apart from cold emails, the recipient will typically have subscribed to the mail using the business' website in order to receive information, alerts, and other business news in accordance with anti-spam legislation.

    Reactivation email

    A reactivation email is sent to re-engage existing subscribers who have been dormant and barely interacted with your brand’s communications for at least 3 months. Inactive contacts can be nudged into action with wording that is personalized to appeal to them. Such campaigns have worked successfully in winning back customers.

    Responsive email

    A responsive email is a newsletter that is designed to display perfectly across different devices. Whether the user views it using a PC monitor or a smartphone, the message’s contents are coded to adjust seamlessly to the device used. Responsive designs typically include a single-column layout with limited movements and text that’s easy to read on smaller screens.

    Return path

    Return-path refers to the hidden email header that indicates where and how bounced mail will be processed. It is also known as the bounce address or reverse path. A return-path is an SMTP address that is separate from your original sending address, and it’s made specifically for collecting and processing bounced messages.

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    Scheduled email campaign

    A scheduled email campaign is set to automatically send out at a later time. The marketing campaign is prepared in advance but not sent out then and there. Most service providers offer this feature to allow businesses to take advantage of the specific times when most people are likely to see and open their mail.

    Sender reputation

    The sender's reputation is an indicator of how favorable metrics like your open and clickthrough rates are. ISPs use this information to protect their users from unwanted and malicious messages. A poor sender reputation will result in your messages not making it into the inbox and being labeled as spam.


    Smarketing is a concept that combines sales and marketing to strategically boost the number of leads from inbound marketing. This approach refines the lead generation process by combining marketing-qualified leads and sales-qualified leads to identify the best prospects to engage. This focuses marketing conversion efforts on people who are interested in your brand and are most likely to respond positively to your campaigns.

    SPF (Sender Policy Framework)

    The Sender Policy Framework (SPF) is a common email authentication protocol used to specify who is allowed to send messages on behalf of your domain. The SPF policies state which servers are authorized to send mail for that domain to prevent phishing attacks where spammers communicate using your domain name.

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