Email marketing glossary
Terms explained without jargon — with practical context and links to relevant guides.
Bounce Rate
Bounce Rate explained: hard vs soft bounce and what to do about it
Bounce rate is the percentage of emails that fail to deliver. Learn the difference between hard and soft bounces, acceptable rates, and how to keep your list clean.
Click-Through Rate (CTR)
Click-Through Rate (CTR): formula, benchmarks, and 5 ways to improve
Click-through rate (CTR) measures how many recipients click a link in your email. Learn the formula, see benchmarks, and get 5 practical tactics to boost your CTR.
Consent Management
Consent Management: GDPR requirements, what to track, and best practices
Consent management is about collecting, storing, and documenting consent correctly. Learn the GDPR requirements, what a consent record must contain, and best practices.
Drip Campaign
Drip Campaign: what it is and 3 examples of flows that work
A drip campaign is an automated series of emails sent over time based on triggers. Here's the definition, 3 concrete examples, and timing tips.
Email Segmentation
Email segmentation: not just 'split your list' — concrete segment examples
Email segmentation is dividing your contact list into groups based on data so you can send relevant content. Here are 6 concrete segment examples with expected lift.
Email Warmup
Email Warmup: why new domains land in spam and a step-by-step warmup plan
Email warmup is the process of gradually increasing send volume from a new domain or IP to build sender reputation. Here's a 4-week plan with daily volumes.
Lead Scoring
Lead Scoring: how to score leads and know who's ready to buy
Lead scoring is a method for ranking contacts by likelihood of conversion. Learn about scoring models, behavior vs demographics, and when a lead is sales-ready.
Marketing Automation
Marketing Automation: what it is, who it's for, and when it makes sense
Marketing automation is software that automates repetitive marketing tasks. Learn what it covers, when it delivers ROI, and how complex it needs to be.
Open Rate
Open Rate explained: what's a good open rate and how to improve yours
Open rate is the percentage of recipients who open your email. Learn what a good open rate is, how Apple MPP affects your numbers, and practical tactics to improve it.
SPF, DKIM & DMARC
SPF, DKIM & DMARC explained: the three DNS records that determine whether your emails reach the inbox
SPF, DKIM, and DMARC are email authentication protocols that prove you are who you say you are. Without them, your emails end up in spam. Here's what they do and how to set them up.
Transactional Emails
Transactional emails vs marketing emails: the difference and when to use which
Transactional emails are system-generated messages triggered by a user action. Learn the difference between transactional and marketing emails, and why you should separate them.
Unsubscribe Rate
Unsubscribe Rate: what's normal and when should you worry?
Unsubscribe rate is the percentage of recipients who opt out of your list after an email. Learn benchmarks, when it's a problem, and how to reduce it.