Email Marketing Terms Every Digital Marketer Must Know 2022


A/B Split Test: 

An optimization strategy in which a list is split in half and a different email is sent to each half to determine which variant converts the best.

Acceptance Rate:

The percentage of email messages that are accepted by a mail server.

ALT tags: 

A piece of code that generates a picture. The text in ALT tags explains the image.

Animated Gif: 

A picture that changes over time, similar to animation but with only a few frames. Emails can contain animated gifs.


A picture that has a file attached to it. It’s not a good idea to send promotional emails. Malware is frequently distributed as an attachment in an email from unknown senders.


In the same way that email authentication works. Every email message has this information. It identifies the sender of the email and the servers that delivered the data. This information is used to determine whether an email will be delivered to the inbox or filtered as spam.


A message or set of messages sent automatically. It’s also known as a “drip campaign.”

Behavioral Email:

A technique to tailor the email messages a subscriber receives depending on their previous behavior.


A blacklist of shady email senders. A sender’s email messages may not reach the inbox at all if they are on a blacklist.


There is a serious email deliverability issue. When none of a sender’s email messages are delivered, this is known as a block.

Bounce Rate:

Hard bounces, soft bounces, or both can be measured. The bounce rate is calculated as a percentage. It’s a metric for how many emails a service has returned. A bounce can occur when a subscriber’s email address has changed, their inbox has become full, or a service has been inaccessible.


It’s similar to sending out a “email blitz.” When you send the identical email to everyone on your mailing list at the same time.

Bulk Folder:

The polite or better term for the spam folder.

Call to Action (CTA):

A word or phrase used to incite the subscriber to do something. Call to action copy appears on order buttons, for example. It can also appear as linked text in an email.


A term or phrase that encourages the subscriber to take action. For example, call to action copy may be seen on order buttons. It can also appear in an email as linked text.

CASL (Canadian Anti-Spam Law):

The Canadian equivalent of CAN SPAM law. In June of 2014, CASL entered into effect.


A small looping video that may be used in emails and on websites.

Click Through Rate (CTR):

The proportion of subscribers that clicked on a link in one of your emails. Because some subscribers would click more than once, this is related to “unique click through rate.”

Click-to-Open Rate:

The proportion of persons that read your email and subsequently clicked on one of the email’s links.

Complaint Rate:

The proportion of subscribers that tagged an email communication as spam.

Confidence Level:

A percentage is used to denote a testing phrase. Most marketers utilize a 95% confidence level, however some prefer the stricter (and more reliable) 99 percent confidence level.

Contact List:

Another term for your subscriber list or “mailing list”.

Conversion Rate:

A percentage indicating the number of persons that completed a given action. A 5% conversion rate for email marketing orders indicates that five out of every hundred persons who received the email made an order.

CPM (Cost Per Thousand):

The term “Cost per thousand” is used in advertising and list management. “CPT” is a term that is occasionally used interchangeably.


A markup language used to create or design emails and web pages. Stands for “Cascading Style Sheets”.

Dedicated Server:

An private server or upgrade from a shared server. Refers to the computer server used to send email campaigns.


The science and art of getting emails from a sender to their recipients’ inboxes.

Delivery Rate:

The percentage of emails sent from the sender actually reach subscribers’ inboxes.


Another word to say “send”, as in “the email campaign was deployed”.

DKIM (DomainKeys Identified Mail):

An email authentication method that associates a domain name with a message. Used to boost deliverability rates by verifying the legitimacy of an email.

Double Opt-in:

In contrast to single opt-in. A method of handling new email subscriber requests that asks them to validate their email address before being added to the list.

Drip Marketing:

Typically refers to automated marketing that delivers a series of communications to prospects over a period of time. Drip marketing is a sort of autoresponder.

Dynamic Content:

Based on a subscriber’s choices, location, or previous behavior, this customization approach swaps alternative information into pre-defined areas of an email message.

Email Analytics:

All the technologies and metrics used to measure email programs.

Email Appending:

It’s also known as a “data overlay.” A list-enhancement technique in which email addresses are attached to client data, generally by a database provider that already holds their email addresses.

Email Campaign:

You’re sending a campaign every time you send a promotional message to your subscribers. The word refers to the email list you’ve chosen to send to, as well as the creativity and outcomes of each email deployment.

Email Client:

The software that a subscriber views their email messages in.

Email Domain:

A domain name, website, or URL from which an email is sent. This is usually the principal domain name for your business.

Email Harvesting:

The spammer’s method of obtaining people’s email addresses by searching for them online and then adding them to a list without their permission.

Email Phishing:

A spammer sends a fake email claiming that something is wrong with a vital account and asking the receiver to provide their bank account login details or other sensitive information by clicking on a link in the email. The spammer then gathers the information provided by the unwitting email recipient.

Email Queue:

The email messages that are completely set up and ready to send, but are awaiting deployment by your email service provider.

Email Shares:

A tally of the number of times your emails have been shared or shared on social media. It is possible to have both overall and unique shares.


Small characters that you may include in an email subject line or anyplace else using special characters.


An umbrella phrase that encompasses every conceivable engagement an email subscriber might have with your message, such as opens, clicks, and shares, among other things.

ESP (Email Service Provider):

The company that provides software and hardware to manage your list and deploy and track your email messages or campaigns.


The number of times one of your subscribers forwarded a message you sent to another person.

Gif (Graphic Interchange Format):

An image format commonly used online.

Google Analytics:

Google’s most popular and commonly used tracking program. Google Analytics can measure how users interact with email messages as well as how they behave after they are on your website.


An action taken by major ISPs like AOL, Gmail and Comcast where an inactive email is changed into a spam trap.

Grey Mail:

A polite phrase for email communications that subscribers no longer want but have not unsubscribed from or would not classify as spam.

Hard Bounce:

When an email cannot be delivered to a recipient’s inbox because the recipient’s email account is no longer active or the email server is unavailable.


The first paragraph of an email message. In an email, you may also refer to the top lines of code. These initial lines of code include crucial information about an email message’s properties, but they are not visible to most users.

Honey Pot:

A spam trap in the form of an email address. A honey pot is an email address that has been put in plain sight on a website so that a spam bot may harvest it. The anti-spam entity marks the sender as a spammer as soon as the email address is utilized.

House List:

Your core list of email subscribers.


A markups language that allows email coders and designers to do cool things like email carousels, video embeds, and more.

Image Blocking:

Many email clients have a default option that prevents photos from being shown. Can be switched on or off by the email subscriber, however it can also mess with the presentation of an email.


The subscribers on your list who have not opened or clicked their email in a month or more.

Inbox Placement Rate:

A percentage that indicates how many of your emails really make it to your subscribers’ inboxes.

IP Address:

A unique string of numbers separated by periods that identifies computers across networks. IP address are used as identifiers of email senders from all over the world.

ISP (Internet Service Provider):

A company that provides Internet access to individuals or businesses. ISPs also usually offer email accounts, and thus are in many ways the gatekeepers of the bulk of email accounts.

Jpeg (Joint Photographic Experts Group):

A common file format of images.

Landing Page:

When a subscriber clicks on a link in one of your emails, they will be sent to this page. It may also refer to where someone goes after clicking on an advertising or any other type of internet material.

List Broker:

A professional who connects with list owners and email marketers and makes arrangements with them. When an email marketer buys or rents a list, list brokers often take a portion of the price.

List Churn:

The phrase “list churn” refers to all the different methods someone can unsubscribe from a mailing list. This might be due to a change in email address, a lack of email opening, or any other reason for inactivity.

List Fatigue:

After an email list has been addressed to too frequently, there is a gradual decline in engagement.

List Growth:

What is the rate at which you are adding new subscribers to your mailing list? List churn is also included into list growth. So, even after the impacts of list churn, list growth relates to how much bigger your list is becoming.

List Hygiene:

It is about how your list’s information is kept up to date. This includes removing unsubscribes and inactives.

List Rental:

An agreement between an email marketer and the owner of an email list in which the list owner accepts an email message from the marketer and then delivers it to their list. The marketer’s email will be sent out by the list owner.

Marketing Automation:

The marketing technique of designing messaging for various client categories and then automating the delivery of those messages. Marketing automation is exemplified via autoresponders.

MIME (Multi-Purpose Internet Mail Extensions):

This is an add-on to the basic email protocol that allows individuals to transmit and receive other file types.


A marketing strategy for informing potential buyers or clients about your company’s strengths and advantages. Onboarding can take several forms, including welcome emails.

Opt-in Box:

The designated spots on your website where individuals may sign up for your mailing list. It’s worth noting that the opt-in form is integrated within the opt-in box’s web page.

Opt-in Rate:

What percent or number of your website visitors (or landing page visitors) sign up for your email list.


When people unsubscribe from your email list.

Pre-Header Text:

Part of an email message that is always text and appears right below the subject line when viewed in an inbox.


When you ask individuals to obtain your marketing materials rather of merely broadcasting it to them, you’re using this word.


A marketing technique that tailors marketing messaging to individual customers or clients. Personalization techniques include dynamic material and putting each subscriber’s name in the subject line.

Plain Text:

In contrast to “an HTML email.” Plain text is an email style or formatting that does not include any markup or layout. The email’s whole content is only lines of text, with a call to action that leads to a landing page.

Png (Portable Network Graphics):

A file format commonly used online and in email messages like JPEG or JPG.

Preference Center:

A page maintained by your email service provider or a page on your website. Subscribers may modify their information and choose how often they get emails from you using preference centers.

Preview Pane:

The top section of an email that is visible from the inbox dashboard view. Not used recently.

Privacy Policy:

A privacy policy is necessary for every website. A privacy policy describes how information is collected and used for website visitors and email subscribers.

Promotional Emails:

Rather than transactional emails. Emails that are sent out to advertise or publicize a product or service.

Promotions Tab:

The recently-added Gmail feature that moves most promotional emails out of the dashboard view of the inbox and into the promotions tab.

Re-engagement Campaign:

An email campaign sent to try to get inactive subscribers in your list to re-engage.


The appearance of an email message in each subscriber’s inbox.


The email marketing strategy of sending the same email a second time in the hopes of getting more individuals to react.

Responsive Design:

Email design that will render properly on mobile devices, or any other device.


Instead than attracting new customers or clients, this style of marketing focuses on encouraging existing customers or clients to conduct more business with you.

Revenue Per Email Sent:

A measure that indicates how much money you’ve made each email you’ve sent out.


A spamming method. Scraping is when software searches the Internet for any email addresses it can locate. This is why many contact form email addresses include formatting like “Barbara (at) yahoo dot com.” Scraper bots will be confused by the spelled-out email address, according to the site owner.


Breaking up a list into separate pieces is an email marketing method. A list may be segmented in a variety of ways, including subject preferences, last opened date, and more.

Sender Name:

This is the area of your emails where a subscriber can see who sent them the email message, often known as the “from” name. From the inbox, you can see the sender’s name. It is more prominent than the subject lines in certain email applications.

Sender Score:

Return Path has assigned an email deliverability measure to the organization. A Sender Score of 70 is considered to be ordinary.

Shared Server:

Another form of server service opposite to a dedicated server. The server your email messages are sent from.

Signature File:

At the conclusion of email messages, there is a brief default file. Contact information is commonly included in signature files.

Single Opt-in:

In contrast to double opt-in. A method of allowing new email subscribers to opt-in without first needing them to validate their email addresses.

SMTP (Simple Mail Transfer Protocol):

The “protocol” or language that servers use to talk to each other as they send emails around the world.

Soft Bounce:

In contrast to a strong bounce. A soft bounce is less harsh than a strong bounce. When an email cannot be delivered because the inbox is full or the server is momentarily unavailable, it is referred to as a soft bounce.

Solo Ads:

Used more in affiliate marketing than B2B or B2C marketing. A solo ad is when an email marketer pays to have a list owner send a message to their list. Similar to list rental.


Spam can be defined in two ways. The first is the CAMSPAM Act’s and Canada’s CASL legislation’s legal definitions of spam. The alternative definition comes from subscribers, who define spam as any unsolicited email communication.

Spam Trap:

An email address used by anti-spam entities to trap spammers.


Anyone who sends unwanted emails.

Statistical Relevance:

In A/B split-testing, this word is employed. You must ensure that your results are statistically valid before declaring a winner in an A/B split test.

Subject Line:

The equivalent of a headline or title in an email message.


Simply those who have subscribed to receive your email messages.

Subscriber Value:

How much a subscriber is worth to you financially.

Suppression File:

A list of email addresses to which no message should be sent. Some businesses have a worldwide suppression list. Even marketers in different divisions aren’t allowed to send to a worldwide suppression list.


It’s a little like segmenting an email list. A “targeted list” is a group of email subscribers who have a lot of the same interests or habits.

Thank You Page:

The page that new subscribers view after they’ve entered their email address and clicked the subscribe button on the opt-in form.


A method for sending emails. Throttling distributes email messages in bunches rather than all at once. This increases server load management and deliverability rates.

Transactional Emails:

Rather than promotional emails. Emails sent to confirm orders, bookings, or anything else are known as transactional emails. Compared to promotional emails, they have a greater percentage of interaction.

Triggered Emails:

This is a type of marketing automation. The marketer schedules triggered emails in advance. They are issued when a certain event occurs or after a certain amount of time has elapsed. Triggered emails, such as birthday emails, are an example.

UCE (unsolicited commercial email):

A fancy term for spam.

Unique Clicks:

This is the total number of people who have clicked on links in your emails. It’s more precise than the general click-through rate, which simply displays how many times your emails have been opened.

Unique Opens:

Some recipients will open an email many times. Unique openings indicates the number of people who have opened your emails rather than the number of times they have been opened.

Unsubscribe Rate:

A percentage that indicates how frequently individuals unsubscribe from your email marketing. The rate of unsubscribes is frequently (but not always) assessed campaign per campaign.


After mobile devices, this is the next phase. Apple’s iWatch, Google Glass, and other wearables are examples.

Welcome emails / welcome series:

A message or set of messages delivered to new subscribers by email.

White List:

Email marketers routinely ask subscribers to “white list” their emails. When the receiver identifies an email as important or transfers it to the appropriate folder in their inbox, it is whitelisted.

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