Abandoned cart email
An automated email sent after a shopper adds an item to cart but leaves without completing checkout.
Related module: Core Lifecycle FlowsEmail marketing glossary
Short, practical definitions for the terms used throughout the course. Each term links back to the most relevant module.
A/B test
A controlled test comparing two versions of an email element, such as subject line, CTA, offer, or send time.
Related module: Analytics and OptimizationAutomation flow
A sequence of emails triggered by time, behavior, lifecycle stage, or another defined condition.
Related module: AutomationBehavioral segmentation
Grouping subscribers based on actions such as browsing, clicking, buying, abandoning, or inactivity.
Related module: Segmentation and PersonalizationBounce
A failed email delivery. Hard bounces are permanent failures, while soft bounces are usually temporary.
Related module: DeliverabilityCall to action
The action you want the reader to take after reading the email, often shown as a button or link.
Related module: Email CopywritingClick rate
The share of delivered emails that generated at least one click, depending on the reporting method used by the platform.
Related module: Analytics and OptimizationConsent
A subscriber's permission to receive email, usually captured through signup, opt-in, purchase, or account actions.
Related module: Building Your Email ListConversion rate
The percentage of recipients who completed the intended action after receiving or clicking an email.
Related module: Analytics and OptimizationDeliverability
The ability of your emails to reach the inbox instead of being blocked, bounced, or sent to spam.
Related module: DeliverabilityDomain authentication
Technical records that help mailbox providers verify that your email sender is authorized to send for the domain.
Related module: DeliverabilityDynamic content
Email content that changes based on subscriber attributes, behavior, or segment rules.
Related module: Segmentation and PersonalizationEmail campaign
A planned email send or set of sends created for a specific audience, goal, message, and measurement window.
Related module: Campaign PlanningEmail list
The database of people who can receive email from your brand, usually including consent and profile data.
Related module: Building Your Email ListLifecycle email
An email sent based on a subscriber's stage, behavior, relationship, or timing in the customer journey.
Related module: Core Lifecycle FlowsList hygiene
The practice of removing or suppressing invalid, risky, unengaged, or non-consented subscribers.
Related module: DeliverabilityOpen rate
The share of delivered emails tracked as opened. It is useful directionally but less reliable after privacy changes.
Related module: Analytics and OptimizationOpt-in
The action a person takes to subscribe or give permission to receive email.
Related module: Building Your Email ListPreview text
The text shown near the subject line in many inboxes, used to clarify or extend the subject.
Related module: Email CopywritingRevenue per recipient
Revenue attributed to an email divided by the number of recipients, often used in ecommerce campaign analysis.
Related module: Analytics and OptimizationSegmentation
Dividing a list into groups based on traits, behavior, lifecycle stage, interests, or business context.
Related module: Segmentation and PersonalizationSender reputation
Mailbox providers' assessment of how trustworthy your sending behavior is, influenced by engagement, complaints, bounces, and history.
Related module: DeliverabilitySpam complaint
A signal created when a recipient marks your email as spam or junk.
Related module: DeliverabilitySubject line
The inbox headline of an email, responsible for setting expectation and earning the open.
Related module: Email CopywritingUnsubscribe
The action that removes a person from future marketing emails or a specific email category.
Related module: DeliverabilityWelcome sequence
A series of emails sent after signup, purchase, trial, or another first meaningful action.
Related module: Core Lifecycle FlowsWinback email
An email designed to bring back inactive customers or users with a relevant reason to return.
Related module: Core Lifecycle Flows