An email marketing metric used to evaluate the effectiveness of an email flow. Calculated by dividing the amount of revenue generated from the email flow by the number of unique people who entered the email flow.

An email marketing metric used to evaluate the effectiveness of an email campaign. Calculated by dividing the amount of revenue generated from the email by the number of recipients the email was delivered to.

An e-commerce metric measuring the average amount of revenue a customer generates within 6 months of their first purchase.

A method of testing where two different variations of an email with one variable changed is sent out to subscribers, to determine which variation gets more opens or clicks.

When a potential customer starts the checkout process on an ecommerce store but doesn’t complete their purchase. (also called: Checkout Abandonment)

A metric on your email service provider to track when someone visits your website.

A series of automated emails sent to a potential customer who adds a product to their cart but doesn’t start checkout

A metric on your email service provider to track when someone adds a product to their cart.

When a potential customer starts adds a product to their cart

A unique URL used in affiliate marketing programs to track visitors and sales generated by specific affiliate partners.

The group of individuals on your email list that you choose to send a specific email campaign or email flow to

A type of email that is sent automatically to email subscribers based on pre-set triggers often defined by specific actions they take.

The total monetary value of your conversions (orders) divided by the number of conversions (orders that took place); note that this will only be populated if you have a Placed Order metric in your account.

The average number of days between each of a customer's orders.

A series of automated emails sent to a potential customer when a previously out of stock product on an ecommerce store has been restocked.

A series of automated emails sent to a potential customer on their birthday.

A list that denotes IP addresses as spammer IPs, impeding email deliverability.

The rate at which your emails are not delivered. There are two types of bounces, hard and soft, both of which are defined later in this glossary. An acceptable bounce rate is less than 5%.

: The 1-3 unique parts of your business that makes you better than your competitors and/or explains why your customer should buy from you.

A series of automated emails sent to a potential customer who views products on site but doesn’t add any products to cart.

The steps, objections, or barriers that may prevent a potential customer from making a purchase from you.

A term referring to the collection of email flows that are sent to potential customers who have shown an intent to buy, which include the Browse Abandon Flow, Add To Cart Flow, and Abandoned Cart Flow.

When a potential customer shows they have an intent to purchase through their behavior, such as viewing products on site, adding products to cart, or starting checkout

a fictitious representation of your ideal customer. The persona bears the archetypal traits of your customer such as their age, interests, location, occupation, marital status, income, and more.

Short for 'Controlling the Assault of Non-Solicited Pornography And Marketing Act of 2003,' it's a law that outlines rules for commercial email, establishes requirements for commercial messages, provides email recipients with the right to make you stop emailing them, and lays out consequences for violations of the Act. You can read more about compliance in our post about marketing laws.

A prompt on an email or website that tells the user to take a specific action, often in the form of a button or a hyperlink.

A type of email used in email marketing that is manually sent out to a specific group of email subscribers, often to promote a product.

When a potential customer starts the checkout process on an ecommerce store but doesn’t complete their purchase. (also called: Cart Abandonment)

When a potential customer starts the checkout process on an ecommerce store but doesn’t complete their purchase. (also called: Cart Abandonment)

A series of automated emails sent to a potential customer who abandons their cart by starting the checkout process but not completing their purchase. (also called: Cart Abandonment Flow)

A metric on your email service provider to track when someone starts checkout on your store.

When a customer is at risk of no longer making any future purchases from your company

A percentage measure of the number of clicks divided by the number of emails delivered to the intended inbox.

A percentage measure of the number of clicks divided by the number of opens.

The percentage of recipients who respond to your call-to-action in an email marketing campaign or promotion. This is one measure of your email campaign’s success.

To sell a different product or service to an existing customer

A series of automated emails sent to a customer to introduce them to other products they may like in order to make a cross-sell.

The percentage of customers who stop purchasing from your company over a specific period of time.

The total amount of money that a customer will spend with your brand over a certain period of time. Also sometimes referred to with a specific time-frame, such as “90-Day Customer Lifetime Value” or “6-Month Customer Lifetime Value”

In email marketing, it refers to an IP address from which only you send email.

A series of automated emails sent to email subscribers who have not purchased after a significant amount of time to provide them with a discount. (also called: Hail Mary Flow)

The recommended method of building an email list, it requires subscribers to confirm their opt in by clicking a link in a confirmation email or responding to the confirmation email in some other way.

A series of automated emails sent to existing and potential customers who are subscribed to your email list. (also called: email flows, triggered emails, evergreen emails, lifecycle emails)

A type of email content that can be displayed and triggered based on subscriber’s data.

A series of automated emails sent to previous customers when they reach their expected date of next order to remind them to repurchase.

a software service that helps email marketers send out email marketing campaigns to their subscribers.

The ability to send automated emails to email subscribers based on a specific time or triggered by a user taking a behavior.

The main section of content in an email that comes after the email header.

A document used by email marketers to plan and outline the strategy and goals of an email campaign or email flow.

A marketing tool to grow your email list by incentivizing website visitors to give you their email address with offers such as a discount, gift, or lead magnet. Email captures often take the form of a website pop-up

The information, text and/or images of an email.

A term referring to the two metrics that track how engaged people are with your email campaigns: open rate and click rate.

The visual guide of the structure of an email which outlines the order and placement of elements in the email such as text, images, and buttons. (also called: email wireframe)

A database of email addresses of people who have opted-in as email subscribers to receive emails from your business.

The visual guide of the structure of an email which outlines the order and placement of elements in the email such as text, images, and buttons. (also called: email wireframe)

A series of automated emails sent to existing and potential customers who are subscribed to your email list. (also called: email flows, drip campaigns, triggered emails, evergreen emails, lifecycle emails)

Embedded links or buttons in an email that allows you to collect information from email recipients when they click on it.

predictive analytics tool that gives you the ability to predict when your customers will complete their next order. It takes into account the specific customer’s order behavior and the order behavior of all your customers, recognizing patterns and making predictions accordingly.

An attribution model used in email marketing and digital marketing that assigns 100% of the credit of a sale to email marketing if it is the first channel a user clicked through before purchasing.

A series of automated emails sent to customers on the anniversary of the first time they made a purchase from your business.

A series of automated emails sent to existing and potential customers who are subscribed to your email list. (also called: drip campaigns, triggered emails, email workflows, evergreen emails, lifecycle emails)

A method of audience segmentation in email marketing flows to ensure only users meeting the criteria of the flow filter continue receiving the automated emails.

A method of audience segmentation in email marketing flows to restrict certain users from entering an email flow.

The percentage of website visitors who view an email capture form and submit their email address. This rate is calculated by dividing the number of form entries by the amount of views the form received. (also called: opt-in rate)

Your entire list of email subscribers that have opted-in to receive emails from you.

Sending HTML email makes it possible to get creative with the design of your emails.

A series of automated emails sent to email subscribers who have not purchased after a significant amount of time to provide them with a discount. (also called: Discount Offer Flow)

A hard bounce is the failed delivery of an email due to a permanent reason like a non-existent, invalid, or blocked email address.

The first section of your email often containing the most eye-catching elements and important information to introduce the email to the reader.

Sending a progressively increasing number of emails out of an IP address in order to build the IP's reputation.

The practice of splitting an email designs into multiple image files to upload into an email service provider.

Email flows and email campaigns that are primarily composed of almost purely visual images.

Metrics that identify how successful your business is in achieving its goals and maintaining good deliverability (e.g., open rate, click rate, conversion rate, etc.). They are also called KPIs or performance indicators.

A lead-capture page on your website that is linked to from an email to provide additional information directly related to products or services promoted in the email's call-to-actio

An attribution model used in email marketing and digital marketing that assigns 100% of the credit of a sale to email marketing if it is the last channel a user clicked through before purchasing.

A marketing technique to build your email list by offering a long-form resource such as a PDF or in-depth guide in exchange for email addresses.

A series of automated emails sent to existing and potential customers who are subscribed to your email list. (also called: email flows, drip campaigns, triggered emails, email workflows, evergreen emails)

The process of developing marketing strategies and techniques to guide potential and existing customers through each stage of the customer journey.

A marketing strategy to reward and engage existing customers by allowing them to collect points and redeem rewards for specific actions such as making a purchase or sharing on social media.

A series of automated emails sent to members of your loyalty program who have almost enough points to redeem for a reward in your loyalty program to encourage them to earn more points through purchases or other actions.

A series of automated emails alerting members of when they almost have enough points to reach the next tier of your loyalty program

A series of automated emails sent to existing or potential customers to encourage them join your ecommerce brand’s loyalty program.

A series of automated emails alerting members of when they have reached a new tier of your loyalty program.

A series of automated emails alerting members of your loyalty program when they have enough points to redeem for a reward.

A series of automated emails sent when a member refers a friend to your website and the friend has made a purchase.

A series of automated emails sent to members who joined your loyalty program to welcome and educate them.

A strategy to segment members of your loyalty program into different tiers based on their loyalty level, with higher tiers being associated with more exclusive rewards.

A type of email campaign used in email marketing that is manually sent out to a specific group of email subscribers, often to promote a product or announce a promotion.

A section of an email that contains specific information or design. Multiple modules can be combined to create a full email.

A method of testing different variables in an email to find what works best.

The percentage of people who open an email divided by the number of people who received the email.

When a person chooses to receive emails from your ecommerce brand by entering in their email address.

The percentage of website visitors who view an email capture form and submit their email address. This rate is calculated by dividing the number of form entries by the amount of views the form received. (also called: form submit rate)

When a subscriber chooses not to receive email communications from the sender anymore, and requests removal from your email list. It is legally required that you provide a clear way to opt out in every email you send.

Revenue that is attributed to your owned channels (e.g., email, SMS, and push notifications)

Adding elements to your email that are personalized based on information you already know about them. It could refer to addressing the recipient by name, referencing past purchases, or other content unique to each recipient.

An email sent without HTML. You should always give your recipients the option to read emails in either HTML or plain text for better readability.

A series of automated emails sent to a customer to thank them for the purchase and nurture them through educational emails.

A series of automated emails sent to a customer to upsell them into an upgraded version of their product or to purchase additional products they may like.

The use of statistics & data modelling techniques in marketing to predict future behavior of specific customers, such as the expected date of their next order or their estimated lifetime value.

A type of email module that features multiple products.

When a new product is introduced to an online store for potential customers to purchase.

The marketing strategy of offering a discount on your products to incentivize potential customers to purchase from your brand. Promotions can vary in the types of offers, such as a free gift with purchase or 15% off sitewide.

The number of customers who make a purchase from an email divided by the number of people who received the email.

A measure of the length of time a person opens the email until they close it.

When a customer recommends your products to their community.

A unique URL used in referral programs that is provided to customers to allow them to promote your brand and products, and track the number of purchases they generate.

A marketing technique or system that incentivizes customers to recommend your products to their community through incentivizes such as free gifts or discounts.

A series of automated emails sent to customers to remind them to repurchase a consumable product before they run out.

A term referring to the collection of email flows that are sent to customers with the intention of maximizing their lifetime value and reducing customer churn, such as a Replenishment Flow and Winback Flow

A form of marketing strategies and techniques focused on retaining and maximizing the value of your customers.

A ratio used to evaluate the efficiency or profitability of an marketing channel or initiative, calculated by the amount of money spent on a marketing channel divided by the amount of money generated by the marketing channel.

The total amount of income generated by the sale of your ecommerce products.

A series of automated emails sent to customers to ask them to leave a review for your products.

A written statement or video from customers providing feedback on your products which are often used as a marketing tool to provide social proof.

A random sample of a segment of an audience in your email list.

A marketing technique used in email marketing where an email campaign is sent out to potential customers encouraging them to save the date for an upcoming promotion or product launch

A marketing tool used in email marketing where buttons are added to an email campaign that allow a user to add an event to their digital calendars (ie. Google Calendar, Apple Calendar) for an upcoming promotion or product launch.

Selecting a target audience or group of individuals for whom your email message is relevant. A segmented list means a more targeted and relevant email campaign, thus a higher response rate and less unsubscribes and spam reports.

A free service of Return Path, it's a reputation rating from 0-100 for every outgoing mail server IP address. Mail servers will check your Sender Score before deciding what to do with your emails. A score of over 90 is good.

A less costly option than a dedicated IP address, it is an IP address from which many people send emails.

A single opt-in list is created when users sign up for email communications, but don't confirm the action. This means they can be signed up for a list by someone else, and as such is not a recommended way to build a healthy email marketing list.

A marketing technique of providing examples of other people who have purchased and enjoyed your products to encourage potential customers to make a purchase. Social proof often takes the form of reviews, testimonials, and social posts.

A soft bounce is the failed delivery of an email due to a temporary issue, like a full mailbox or an unavailable server.

Email sent to someone who has not opted-in or given permission to email to the sender. Over 90% of email sent is classified as spam.

A term meaning that the result of an A/B test is conclusive and can be attributed to the variant change.

When a person chooses to receive emails from your ecommerce brand by entering in their email address.

A series of automated emails sent to email subscribers who have not engaged with an email in a significant amount of time to encourage them to re-engage or unsubscribe.

A written statement or video from customers providing feedback on your products which are often used as a marketing tool to provide social proof.

A series of automated emails sent to customers to ask them to leave a testimonial for your products.

Automated, non-promotional emails that are sent to customers of an ecommerce store with critical information about the purchase or their account.

When a subscriber chooses not to receive email communications from the sender anymore, and requests removal from your email list. It is legally required that you provide a clear way to opt out in every email you send.

The number of subscribers who choose to unsubscribe after receiving an email divided by the number of people who received the email.

A marketing strategy of encouraging customers to upgrade to a more expensive product or purchase additional products.

A metric on your email service provider to track when someone views a product page on your website.

A marketing tool to grow your email list by incentivizing website visitors to give you their email address with offers such as a discount, gift, or lead magnet. Website pop-ups appear on a webpage often automatically.

A series of automated emails welcoming a new email subscriber to your brand and introducing them to your products.

The practice of email subscribers adding the email address of your ecommerce brand to their approved senders list, to ensure their ESP doesn’t block your emails or mark them as spam.

A series of automated emails sent to previous customers who have not made another purchase in a significant amount of time to encourage them to make another purchase.