Above the fold refers to the portion of an email or webpage that is visible without scrolling. In email marketing, this area is critical because it determines what subscribers see first when they open your message. The term originates from newspaper publishing, where the most important headlines appeared on the upper half of a folded newspaper.
A/B testing is a method of comparing two versions of an email to determine which performs better. By sending variant A to one segment and variant B to another, marketers can measure differences in open rates, click-through rates, or conversions. The winning version is then sent to the remaining audience or used as the standard for future campaigns.
AMP for Email is a Google-developed technology that enables interactive, app-like experiences directly within emails. Unlike traditional static emails, AMP emails allow recipients to complete actions such as filling out forms, browsing product carousels, or RSVPing to events without leaving their inbox.
Automated emails are pre-scheduled messages sent automatically to subscribers based on specific triggers, time intervals, or user actions. They enable marketers to deliver personalized, timely communications at scale without manual intervention, forming the backbone of modern email marketing strategies.
An automation flow is a pre-defined sequence of automated actions triggered by specific user behaviors or events in email marketing. It allows marketers to send targeted, personalized emails at the right time without manual intervention, guiding subscribers through a journey based on their interactions.
Autopilot is an automated email scheduling and sending feature that delivers messages based on predefined triggers, timing rules, or subscriber behavior. It enables marketers to create set-and-forget campaigns that nurture leads, onboard users, and maintain engagement without manual intervention.
An autoresponder is an automated email message sent immediately or at scheduled intervals after a specific trigger event, such as a form submission, purchase, or subscription. Autoresponders enable businesses to deliver timely, consistent communication without manual intervention, making them essential for lead nurturing, customer onboarding, and engagement workflows.
Behavioral email is a type of automated email triggered by specific user actions or inactions on a website, app, or platform. These emails leverage user behavior data to deliver highly personalized, timely messages that increase engagement and drive conversions.
A branded email is a marketing message that incorporates a company's visual identity, including logo, color scheme, typography, and tone of voice. These emails create a consistent brand experience across all customer touchpoints, reinforcing brand recognition and building trust with recipients.
Bulk email is the practice of sending large volumes of identical or similar messages to multiple recipients simultaneously. Unlike spam, legitimate bulk email targets opted-in subscribers with relevant content such as newsletters, promotional campaigns, or important announcements. Bulk email requires careful list management and verification to maintain sender reputation and ensure high deliverability rates.
A call to action (CTA) is a prompt in an email that encourages recipients to take a specific action, such as clicking a button, visiting a landing page, or making a purchase. CTAs are critical conversion elements that guide subscribers from reading your message to completing your desired goal, whether that is downloading a resource, signing up for a trial, or contacting sales.
The California Consumer Privacy Act (CCPA) is a comprehensive data privacy law that grants California residents specific rights over their personal information. Enacted in 2018 and effective January 2020, CCPA requires businesses to disclose data collection practices, allow consumers to opt out of data sales, and delete personal data upon request. For email marketers, CCPA compliance means transparent data handling, clear opt-out mechanisms, and proper consent management for subscribers.
ChatGPT is an AI language model developed by OpenAI that generates human-like text responses through conversational interactions. In email marketing, it helps marketers create subject lines, draft email copy, personalize content at scale, and automate various writing tasks that previously required significant manual effort.
Click rate measures the total number of clicks on links within an email as a percentage of delivered emails. Unlike click-through rate (CTR), which counts only unique clicks, click rate includes all clicks, meaning one recipient clicking multiple times increases the count. This metric helps marketers understand overall engagement intensity and link effectiveness.
Click-through rate (CTR) is the percentage of email recipients who clicked on one or more links in an email. It's calculated by dividing unique clicks by delivered emails. CTR is one of the most important metrics for measuring email engagement and content effectiveness.
A cold email is an unsolicited email sent to a recipient with no prior relationship with the sender. Unlike spam, cold emails are targeted, personalized business communications used for sales outreach, networking, or partnership opportunities. When done correctly, cold email is a legitimate and effective B2B marketing strategy.
Commercial email is any email sent by a business with the primary purpose of promoting products, services, or the brand itself. Also known as marketing email, it encompasses newsletters, promotional campaigns, product announcements, and sales communications. Unlike transactional emails triggered by user actions, commercial emails are proactively sent to drive engagement, conversions, and revenue.
A confirmation email is an automated transactional message sent to verify that a user action has been successfully completed, such as placing an order, subscribing to a newsletter, or creating an account. These emails serve as official receipts that provide customers with peace of mind and important details about their transaction. Confirmation emails are among the highest-opened email types, with open rates often exceeding 70%, making them valuable touchpoints for customer engagement.
A contact list is an organized collection of email addresses and associated subscriber information used for email marketing campaigns. Beyond just email addresses, contact lists typically include additional data such as names, phone numbers, company details, purchase history, and engagement metrics. Well-maintained contact lists are essential assets for effective email marketing, enabling targeted communications and personalized outreach.
Conversion rate is a key email marketing metric that measures the percentage of email recipients who complete a desired action after engaging with your message. This action could include making a purchase, signing up for a service, downloading content, or filling out a form. A higher conversion rate indicates more effective email campaigns that successfully move subscribers through the sales funnel.
CRM (Customer Relationship Management) is a technology and strategy that helps businesses manage all interactions and relationships with current and potential customers. It centralizes customer data, tracks communication history, and automates sales and marketing workflows to improve customer retention and drive revenue growth. Modern CRM systems integrate with email marketing platforms to enable personalized campaigns based on customer behavior and preferences.
CRM email marketing is an email marketing strategy that leverages Customer Relationship Management (CRM) data to create highly personalized and targeted email campaigns. By integrating CRM systems with email platforms, marketers can use customer purchase history, behavior patterns, and demographic data to deliver relevant content at optimal times. This data-driven approach significantly improves engagement rates, customer retention, and overall campaign ROI compared to generic email blasts.
Click-to-open rate (CTOR) measures the percentage of email recipients who clicked a link after opening the email, calculated by dividing unique clicks by unique opens. Unlike overall click rate, CTOR isolates email content performance from deliverability and subject line effectiveness. This metric helps marketers determine whether their email body copy, design, and call-to-action resonate with engaged subscribers.
Double opt-in is a two-step email subscription process where users first submit their email address through a form, then confirm their subscription by clicking a verification link sent to their inbox. This method ensures that only valid email addresses from genuinely interested subscribers enter your mailing list, significantly reducing spam complaints and improving list quality.
A drip campaign is an automated sequence of pre-written emails sent to subscribers at predetermined intervals based on specific triggers or timelines. These campaigns nurture leads through the sales funnel by delivering relevant content at optimal moments, such as welcome sequences for new subscribers or re-engagement series for inactive users. Drip campaigns leverage behavioral data and timing to maximize engagement while requiring minimal ongoing manual effort.
Email (electronic mail) is a method of exchanging digital messages between people using the internet. Unlike instant messaging, which requires both parties to be online simultaneously, email stores messages on servers until the recipient retrieves them. It remains the primary form of business communication worldwide, used for everything from marketing campaigns to transactional notifications.
Email analytics is the systematic collection, measurement, and analysis of data from email campaigns to evaluate performance and inform marketing decisions. It encompasses metrics such as open rates, click-through rates, bounce rates, conversions, and subscriber behavior patterns. By leveraging email analytics, marketers can identify what resonates with their audience, optimize campaign strategies, and maximize return on investment.
Email automation is the process of sending pre-scheduled or trigger-based emails automatically without manual intervention. It enables marketers to deliver personalized messages at scale based on user behavior, time intervals, or specific events like sign-ups, purchases, or engagement actions. This technology forms the backbone of modern email marketing strategies, allowing businesses to nurture leads, onboard customers, and maintain engagement efficiently.
Email cadence refers to the timing, frequency, and pattern of emails sent to subscribers over a specific period. It encompasses how often you send emails, when you send them, and the rhythm of your communication strategy. A well-planned cadence balances staying top-of-mind with respecting subscriber inbox space, directly impacting engagement rates, deliverability, and overall campaign success.
An email campaign is a coordinated series of marketing emails sent to subscribers over a specific period to achieve a defined business goal. These campaigns typically include promotional content, educational materials, or transactional messages designed to nurture leads, drive conversions, and build lasting customer relationships. Successful email campaigns rely on strategic planning, audience segmentation, compelling content, and continuous performance optimization.
Email compliance refers to the set of regulations, policies, and best practices that businesses must follow when sending commercial emails to ensure legal, ethical, and effective communication. It encompasses data privacy laws like GDPR and CCPA, anti-spam regulations such as CAN-SPAM and CASL, and industry standards for consent management and subscriber rights. Maintaining email compliance protects organizations from hefty fines, preserves sender reputation, and builds trust with recipients.
Email copywriting is the art and science of writing persuasive text for email campaigns that drives readers to take action. It encompasses subject lines, body copy, calls-to-action, and overall message structure. Effective email copywriting combines psychological triggers, clear value propositions, and compelling storytelling to boost open rates, click-through rates, and conversions.
Email deployment is the process of sending email campaigns to a targeted list of recipients through an email service provider or marketing automation platform. It encompasses the technical execution of delivering emails, including scheduling, throttling, server configuration, and deliverability optimization to ensure messages reach subscriber inboxes successfully.
Email engagement measures how recipients interact with your email campaigns through metrics like opens, clicks, replies, and conversions. These interactions indicate subscriber interest and help marketers understand which content resonates with their audience. High engagement signals a healthy email program, while declining engagement often precedes deliverability issues and list decay.
An email footer is the bottom section of an email that contains essential information such as contact details, unsubscribe links, company address, social media icons, and legal disclaimers. It appears consistently across all emails sent from a domain or organization and serves both functional and compliance purposes in email marketing.
Email harvesting is the process of collecting large quantities of email addresses from various online and offline sources for marketing or outreach purposes. Harvesters use automated tools like web crawlers, bots, or email parsers to scan websites, social media profiles, forums, and documents to extract email addresses. These collected addresses are typically compiled into lists for cold email campaigns, though the practice raises significant legal and ethical concerns when done without consent.
Email import is the process of uploading email addresses and contact data from external sources into an email marketing platform, CRM, or verification service. This typically involves uploading CSV or Excel files containing subscriber information, mapping data fields to the destination system, and processing the contacts for use in marketing campaigns or verification workflows.
Email integration refers to the connection between an email marketing platform and another business application, enabling data exchange and automated workflows. A single email integration creates a bridge that allows two systems to share contact data, trigger events, and synchronize information automatically. These connections transform isolated tools into a unified marketing ecosystem where customer data flows seamlessly across platforms.
Email integrations connect email marketing platforms with other business tools like CRMs, e-commerce platforms, and analytics systems through APIs and native connectors. These connections enable automatic data synchronization, trigger-based workflows, and unified customer views across multiple applications. By integrating email tools with existing tech stacks, marketing teams can automate repetitive tasks, maintain data consistency, and create seamless customer experiences.
Email lead generation is the process of attracting and capturing potential customers through email marketing campaigns. It involves collecting email addresses from interested prospects using opt-in forms, landing pages, and lead magnets, then nurturing these contacts through targeted email sequences until they become qualified sales leads.
Email lifecycle refers to the complete journey of an email address from the moment it is collected through its active engagement period and eventual decay or removal from a mailing list. Understanding this lifecycle helps marketers maintain healthy email lists, optimize engagement timing, and maximize the value of each subscriber relationship. The email lifecycle encompasses acquisition, confirmation, engagement, decay, and reactivation or removal stages.
An email list is a collection of email addresses gathered from individuals who have opted in to receive communications from a business or organization. These lists are typically built through website signup forms, newsletter subscriptions, lead magnets, or customer purchases. Email lists serve as a direct communication channel for marketing campaigns, announcements, and relationship building.
Email marketing is a digital marketing strategy that uses email to promote products, services, or content to a targeted audience. It involves sending commercial messages to people who have opted in to receive communications from your brand.
Email metrics are quantitative measurements used to evaluate the performance and effectiveness of email campaigns. These include delivery rate, open rate, click-through rate, bounce rate, unsubscribe rate, conversion rate, and spam complaint rate. By tracking these metrics, marketers can assess campaign success, identify areas for improvement, and make data-driven decisions to optimize their email marketing strategy.
An email newsletter is a recurring email sent to subscribers containing curated content, company updates, industry news, or promotional offers. Unlike one-time promotional emails, newsletters follow a consistent schedule (weekly, bi-weekly, or monthly) and aim to provide ongoing value to keep subscribers engaged with your brand.
Email personalization is the practice of tailoring email content to individual recipients based on their data, preferences, and behaviors. Rather than sending identical messages to everyone, personalized emails use subscriber information such as names, purchase history, browsing behavior, and demographic data to create relevant, targeted communications. This approach transforms generic mass emails into one-to-one conversations that resonate with each recipient.
An email policy is a formal document that establishes rules and guidelines governing how an organization sends, receives, and manages email communications. It typically covers acceptable use, security requirements, data protection, compliance with regulations like GDPR and CAN-SPAM, retention periods, and consequences for violations. For email marketers, a well-crafted email policy ensures consistent messaging, protects sender reputation, maintains legal compliance, and builds subscriber trust through transparent communication practices.
An email preference center is a web page where subscribers can manage their email communication settings. It allows recipients to customize the types of emails they receive, adjust sending frequency, update their contact information, or unsubscribe from specific lists rather than opting out entirely. This self-service tool helps marketers retain subscribers while respecting their preferences.
Email price refers to the cost businesses pay to send emails through email marketing platforms or service providers. While personal email is free, commercial email sending involves costs that typically range from $0.0001 to $0.01 per email depending on volume, provider, and features. Understanding email pricing helps marketers budget effectively and maximize their return on investment.
Email remarketing is a behavioral marketing strategy that sends personalized emails to users based on their previous interactions with your website, app, or emails. By leveraging user activity data such as abandoned carts, browsed products, or incomplete sign-ups, these targeted campaigns deliver highly relevant content that re-engages prospects and drives conversions.
Email reporting is the process of collecting, organizing, and presenting data from email campaigns in structured formats that communicate performance results to stakeholders. It transforms raw email metrics like opens, clicks, bounces, and conversions into actionable insights through dashboards, charts, and summary reports. Effective email reporting enables marketers to demonstrate ROI, identify trends, and make data-driven decisions to optimize future campaigns.
Email retargeting is a marketing strategy that uses email to re-engage website visitors, past customers, or subscribers who have shown interest but have not converted. By combining website tracking data with email marketing, businesses can send personalized messages based on specific browsing behavior, abandoned actions, or previous interactions.
Email ROI (Return on Investment) measures the profitability of email marketing campaigns by comparing revenue generated to the costs invested. It is calculated by dividing net profit from email campaigns by total email marketing costs, then multiplying by 100. Email marketing consistently delivers one of the highest ROIs across all digital channels, averaging $36-$42 for every $1 spent.
Email routing is the process of directing emails from sender to recipient through a series of mail servers and network pathways. It involves DNS lookups, MX record resolution, and server-to-server handoffs to ensure messages reach their intended destinations. Proper routing configuration is essential for reliable email delivery, spam prevention, and maintaining sender reputation.
Email scraping is the automated process of extracting email addresses from websites, documents, social media, and other online sources. Scraping tools crawl web pages and parse content to identify email patterns, building contact lists for marketing or outreach purposes. While email scraping can rapidly build large prospect databases, the quality and compliance of scraped data requires careful verification.
An email sequence is a series of automated emails sent to subscribers in a specific order based on triggers, time intervals, or user actions. Unlike one-off campaigns, sequences guide recipients through a planned journey, delivering relevant content at each stage. Email sequences are fundamental to modern email marketing, enabling personalized communication at scale while nurturing leads toward conversion.
Email strategy is a comprehensive plan that outlines how a business uses email to achieve marketing goals. It encompasses audience segmentation, content planning, sending frequency, automation workflows, and performance measurement. A well-crafted email strategy aligns with overall business objectives and guides every email campaign from conception to delivery and analysis.
Email testing is the process of evaluating emails before sending them to your full list. It encompasses A/B testing for subject lines and content, deliverability testing to check inbox placement, rendering tests across different email clients, spam score checks, and link validation. Thorough email testing helps ensure your campaigns reach the inbox, display correctly, and drive the results you expect.
Email timing refers to the strategic scheduling of email sends to maximize open rates, click-through rates, and overall engagement. It encompasses determining the optimal day of the week, time of day, timezone considerations, and sending frequency that align with when recipients are most likely to read and interact with your messages. Effective email timing accounts for audience behavior patterns, industry norms, and individual subscriber preferences to ensure emails arrive when they have the highest chance of being noticed and acted upon.
Email trends encompass the emerging technologies, strategies, and best practices shaping the future of email marketing and communication. From AI-powered personalization and interactive AMP emails to privacy-first approaches and advanced automation, understanding these trends helps marketers stay competitive and deliver more effective campaigns.
An email trigger is a specific action, event, or condition that automatically initiates the sending of a pre-designed email to a recipient. Triggers can be based on user behavior (clicks, purchases, sign-ups), time-based events (birthdays, subscription renewals), or system events (password resets, shipping notifications). Email triggers form the foundation of marketing automation, enabling businesses to deliver timely, relevant messages without manual intervention.
Email variables are dynamic placeholders in email templates that automatically populate with recipient-specific data when messages are sent. These variables, typically enclosed in brackets using syntax like {{first_name}} or {{company}}, pull information from your contact database or CRM to create personalized emails at scale. Variables transform generic templates into individualized messages without requiring manual customization for each recipient.
An encrypted email is a message that has been secured using cryptographic methods to prevent unauthorized parties from reading its contents. The email text is transformed from readable plaintext into cipher text during transmission, and only the intended recipient with the correct decryption key can restore and read the original message. This provides the highest level of security for sensitive email communications.
A follow-up email is a message sent after an initial communication to continue the conversation, remind recipients of previous interactions, or prompt specific actions. These emails are strategic tools for maintaining relationships and increasing response rates in sales, recruiting, networking, and customer service contexts. Effective follow-ups combine timely delivery with personalized content to re-engage recipients without appearing pushy.
The General Data Protection Regulation (GDPR) is a comprehensive privacy law enacted by the European Union in 2018 that governs how organizations collect, store, and process personal data of EU residents. It establishes strict requirements for consent, data protection, and individual rights, with penalties reaching up to 20 million euros or 4% of global annual revenue for violations. For email marketers, GDPR requires explicit opt-in consent before sending marketing messages and gives subscribers the right to access, correct, or delete their data.
GMass is a popular mail merge and mass email extension for Gmail that transforms your Gmail account into a powerful email marketing platform. It allows users to send personalized bulk emails, schedule campaigns, set up automated follow-up sequences, and track opens and clicks directly from their Gmail inbox. GMass integrates with Google Sheets for easy contact management and supports features like email list verification, reply management, and campaign analytics.
GMX (Global Mail eXchange) is a free email service provider founded in 1997 and headquartered in Germany. Part of the United Internet Group, GMX offers 65 GB of free storage, strong spam filtering, and support for custom email domains, making it popular among European users seeking a privacy-focused alternative to Gmail and Outlook.
Holiday marketing is a strategic approach that creates promotional campaigns around specific holidays, seasons, or cultural events throughout the year. It leverages heightened consumer spending and emotional connections during these periods to drive sales and brand engagement. Marketers plan campaigns around major events like Christmas, Black Friday, Valentines Day, and regional celebrations to capture increased purchase intent.
Inbound marketing is a customer-centric strategy that attracts prospects by creating valuable, relevant content and experiences tailored to their needs. Unlike outbound marketing, which pushes messages to audiences through direct sales and advertising, inbound marketing pulls interested buyers in through SEO, content marketing, social media, and email nurturing. This approach builds trust over time and generates higher-quality leads at lower acquisition costs.
A landing page is a standalone web page created specifically for a marketing or advertising campaign, designed to drive a single focused action from visitors. In email marketing, landing pages serve as the destination when recipients click links in emails, optimized to convert visitors through targeted messaging, clear value propositions, and compelling calls-to-action that align with the email content.
LDAP (Lightweight Directory Access Protocol) is an open, vendor-neutral application protocol used to access and maintain distributed directory information services over a network. It provides a structured way to store and retrieve user credentials, email addresses, organizational data, and other attributes from a centralized directory server. LDAP is widely used for authentication, address book lookups, and managing user identities across enterprise systems.
Lead nurturing is the strategic process of developing relationships with potential customers at every stage of the sales funnel by delivering targeted, relevant content and communications. This marketing approach involves systematically engaging leads through personalized email sequences, educational content, and timely follow-ups to build trust and guide prospects toward making a purchase decision. Effective lead nurturing transforms cold leads into qualified prospects and ultimately loyal customers by addressing their specific needs and pain points throughout their buying journey.
Lemlist is a sales engagement and cold email automation platform designed to help businesses scale their outbound prospecting efforts. The platform combines advanced personalization features, including dynamic images and videos, with automated multi-channel sequences to maximize response rates and convert cold prospects into warm leads.
Liquid syntax is a templating language originally developed by Shopify that enables dynamic content generation in emails and web applications. It uses double curly braces ({{ }}) to insert variables like names, company information, and custom data into templates, which are automatically replaced with actual values at render time. This powerful syntax supports conditional logic, loops, and filters, making it essential for creating personalized, scalable email marketing campaigns.
List fatigue occurs when email subscribers gradually lose interest in your communications due to over-sending, irrelevant content, or repetitive messaging, leading to decreased open rates, lower click-through rates, and increased unsubscribes. This phenomenon represents a critical challenge for email marketers as it directly impacts campaign performance and can ultimately damage sender reputation when disengaged subscribers mark emails as spam.
List segmentation is the practice of dividing your email subscriber list into smaller, targeted groups based on specific criteria such as demographics, behavior, purchase history, or engagement levels. This strategy enables marketers to deliver highly relevant content to each segment, improving open rates, click-through rates, and overall campaign performance. Effective segmentation transforms generic mass emails into personalized communications that resonate with each recipient's unique interests and needs.
List-Unsubscribe is an email header that enables recipients to easily opt out of mailing lists directly from their email client interface. When included by a sender, major email providers like Gmail, Yahoo, and Outlook display an unsubscribe button or link near the sender information, allowing recipients to stop future emails with a single click without searching for an unsubscribe link in the message body.
Mailchimp is a leading email marketing and automation platform that enables businesses to create, send, and analyze email campaigns at scale. The platform offers a comprehensive suite of tools including AI-powered content creation, audience segmentation, customer journey automation, landing page builders, and detailed analytics. Originally founded in 2001 and acquired by Intuit in 2021, Mailchimp serves millions of users worldwide from small businesses to enterprise organizations.
Mail merge is an automated process that combines a mailing list with an email template to generate personalized messages for each recipient. This technique allows marketers and businesses to send large volumes of individualized emails efficiently, incorporating recipient-specific data like names, companies, and custom fields into otherwise standardized content.
Mailshake is a sales engagement platform designed to help sales teams automate and personalize their outbound prospecting efforts. It enables users to send personalized cold email campaigns at scale, manage follow-up sequences, and engage prospects across multiple channels including email, phone, and social media. The platform includes built-in analytics, A/B testing capabilities, and CRM integrations to streamline the entire sales outreach workflow.
Mass email refers to the practice of sending a single email message to a large group of recipients simultaneously, typically numbering in the hundreds to millions. This email marketing strategy enables businesses to efficiently communicate promotions, newsletters, announcements, and other content to their entire subscriber base or targeted segments at once. When executed properly with verified email lists, mass emails can achieve high deliverability rates while maintaining sender reputation.
A merge tag is a placeholder code inserted into email templates that automatically pulls personalized data from your contact database for each recipient. These dynamic fields, typically formatted as {{first_name}} or *|FNAME|*, replace static text with subscriber-specific information like names, company names, purchase history, or custom fields. Merge tags enable scalable one-to-one personalization without manually editing each email.
MJML (Mailjet Markup Language) is an open-source markup language designed to simplify the creation of responsive HTML emails. It abstracts away the complex table-based layouts and inline CSS required for cross-client email compatibility, allowing developers to write clean, semantic code that compiles into fully responsive email HTML.
Multichannel marketing is a strategy where businesses promote products or services simultaneously across multiple platforms and channels, including email, social media, paid advertising, content marketing, and direct mail. This approach allows brands to reach customers wherever they are, increasing touchpoints and opportunities for engagement. By diversifying communication channels, marketers can maximize reach while catering to different audience preferences and behaviors.
Multi-send is a native Google Workspace feature that enables users to send individualized emails to multiple recipients simultaneously from Gmail. Unlike traditional CC or BCC fields where recipients see a shared message, multi-send delivers separate emails to each person on your list. While it provides basic batch sending capabilities, it lacks advanced features like personalization variables, scheduling, or analytics that dedicated mail merge tools offer.
Multivariate testing in email marketing is an advanced optimization technique that simultaneously tests multiple variables across several email variations to determine which combination produces the best results. Unlike A/B testing which compares two versions with a single variable change, multivariate testing examines how different elements interact with each other, such as subject lines, images, CTAs, and copy, providing deeper insights into what drives subscriber engagement and conversions.
Omnichannel is a unified marketing approach where businesses deliver a seamless, consistent customer experience across all communication channels including email, SMS, social media, web, and in-store interactions. Unlike multichannel marketing which operates channels independently, omnichannel integrates all touchpoints so customers can switch between them without friction while maintaining context and personalization throughout their journey.
An onboarding email is an automated message sent to new subscribers, users, or customers after they sign up for a service, product, or newsletter. These emails guide recipients through initial setup, introduce key features, and provide educational content to help them get maximum value from their new subscription. Onboarding emails are critical for reducing churn, driving product adoption, and establishing a strong foundation for long-term customer relationships.
Open rate is the percentage of email recipients who open an email campaign. It's calculated by dividing the number of unique opens by the number of delivered emails, then multiplying by 100. Open rates are a key indicator of subject line effectiveness and sender reputation.
Opt out refers to the process by which email recipients choose to unsubscribe from receiving future communications from a sender. This action is typically executed through an unsubscribe link included in marketing emails, allowing recipients to withdraw their consent and remove themselves from mailing lists. Opt out mechanisms are legally mandated under regulations like CAN-SPAM, GDPR, and CASL to protect consumer rights and ensure ethical email marketing practices.
Outbound marketing is a proactive marketing strategy where businesses initiate contact with potential customers by sending promotional messages, advertisements, and marketing materials without prior request. Unlike inbound marketing where customers seek out the business, outbound marketing pushes messages to target audiences through channels like cold emails, direct mail, telemarketing, and paid advertising.
A pass-along email, also known as a viral email, is a message that recipients forward to others due to its valuable, entertaining, or share-worthy content. Pass-along emails extend your reach beyond your original subscriber list organically, effectively turning your audience into brand advocates. This metric measures how successfully your content resonates with readers and motivates them to share it within their networks.
Personalized email is a marketing message customized for individual recipients based on their data, preferences, and behaviors. Personalization ranges from simple tactics like including the recipient's name to advanced strategies like dynamic content, product recommendations, and behavior-triggered messaging. This approach significantly increases open rates, click-through rates, and conversions compared to generic mass emails.
Preheader text, also known as preview text, is the short snippet of text that appears immediately after the email subject line in most email clients and mobile devices. This secondary line serves as a complement to the subject line, providing recipients with additional context about the email content to help them decide whether to open the message. When left unset, email clients typically display the first few lines of the email body, which can result in showing unsubscribe links or placeholder text.
Preview text is the snippet of text displayed alongside the subject line in email inbox views, giving recipients a glimpse of the email's content before opening it. Also known as preheader text, this element typically appears after the subject line and can range from 35 to 140 characters depending on the email client and device. When not explicitly set, email clients automatically pull the first visible text from the email body, which may result in unintended or unprofessional preview content.
A promotional email is a commercial message sent by businesses to promote products, services, special offers, or brand announcements to subscribers. These marketing communications aim to drive sales, increase engagement, and build customer relationships through targeted messaging and compelling calls-to-action. Promotional emails are distinct from transactional emails and must comply with anti-spam regulations like CAN-SPAM and GDPR.
A reactivation email is a targeted message sent to subscribers who have stopped engaging with your email communications over a defined period. Also known as win-back or re-engagement emails, these campaigns aim to revive dormant subscribers by reigniting their interest through compelling offers, personalized content, or direct appeals. Reactivation emails are essential for maintaining list hygiene and maximizing the value of your existing subscriber base before removing inactive contacts.
A recipient email is the email address of a person or entity who receives an email message, appearing in the To, CC, or BCC fields. In email marketing, recipients are the subscribers or contacts who receive campaigns, newsletters, and automated messages. Proper recipient management is essential for deliverability, engagement tracking, and compliance with anti-spam regulations.
Reply all is an email function that sends your response to every recipient included in the original message, including the sender and all addresses in the To and CC fields. This feature enables group communication by ensuring all parties remain informed without requiring separate individual replies. While convenient for collaborative discussions, reply all requires careful consideration to avoid unnecessary inbox clutter or accidental disclosure of sensitive information.
Segmentation, or audience segmentation, is the practice of dividing your email subscriber list into smaller, distinct groups based on shared characteristics such as demographics, behavior, purchase history, or engagement levels. This strategic approach enables marketers to deliver highly relevant, personalized content to each group rather than sending generic messages to the entire list. Effective segmentation significantly improves open rates, click-through rates, and conversions while reducing unsubscribes and spam complaints.
Sendinblue (now rebranded as Brevo) is a comprehensive digital marketing platform that offers email marketing, SMS campaigns, marketing automation, CRM, and transactional messaging services. Founded in 2012, it serves businesses of all sizes with tools for creating, sending, and optimizing marketing campaigns across multiple channels including email, SMS, WhatsApp, and chat. The platform combines marketing automation capabilities with audience segmentation, A/B testing, and detailed analytics to help businesses build stronger customer relationships.
Single opt-in is an email subscription method where users join a mailing list by completing just one action, such as filling out a form or clicking a subscribe button. Unlike double opt-in, which requires email confirmation, single opt-in immediately adds subscribers to your list. This approach prioritizes speed and simplicity, resulting in higher subscription rates but potentially lower list quality.
A subject line is the brief text displayed in a recipient's inbox that summarizes an email's content and serves as the primary factor influencing whether the email gets opened. It appears alongside the sender name and preview text, functioning as the email's headline and first impression. Effective subject lines are concise, compelling, and accurately reflect the email's content to drive opens while maintaining subscriber trust.
A target audience is the specific group of people most likely to be interested in your product, service, or email content based on shared characteristics such as demographics, behaviors, and needs. In email marketing, defining your target audience enables you to craft personalized messages that resonate with recipients, leading to higher engagement and conversion rates. Understanding who your ideal subscribers are forms the foundation of every successful email marketing strategy.
A thank you page is a dedicated webpage displayed immediately after a user completes a desired action such as making a purchase, subscribing to a newsletter, or submitting a form. It serves as a confirmation that the transaction or action was successful while providing an opportunity for additional engagement, upsells, or building customer relationships.
A tracking pixel is a tiny, invisible 1x1 pixel image embedded in emails or web pages that records when a recipient opens a message or visits a page. When the email is opened, the pixel loads from a remote server, logging data such as open time, IP address, device type, and email client. This technology is foundational to email marketing analytics, enabling marketers to measure campaign performance and subscriber engagement.
Triggered emails are automated messages sent in response to specific user actions, behaviors, or events. Unlike scheduled campaigns, they are dispatched in real-time when a predefined condition is met, such as signing up, making a purchase, or abandoning a cart. This approach ensures recipients receive relevant content at the optimal moment in their customer journey.
Unsubscribe rate is the percentage of email recipients who opt out of receiving future emails from a sender after opening a campaign. It serves as a key indicator of subscriber satisfaction, content relevance, and overall list health. A consistently high unsubscribe rate signals potential issues with email frequency, content quality, or audience targeting that require immediate attention.
USP (Unique Selling Proposition) is the distinct benefit or feature that sets your product or service apart from competitors. In email marketing, your USP is the compelling reason subscribers should choose you over alternatives, communicated clearly in every message to drive conversions and build brand loyalty.
A welcome email is an automated message sent immediately after someone subscribes, registers, or makes their first purchase. It serves as the initial touchpoint in the customer relationship, setting expectations and providing essential information about your brand, products, or services. Welcome emails consistently achieve the highest open rates of any email type, making them a critical opportunity for engagement.
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