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Performance Indicators


Key Performance Indicator The set of quantifiable measures that a company uses to measure its performance over time. These metrics are used to determine a company's progress in achieving its strategic and operational goals, and also to compare a company's finances and performance against other businesses within its industry.


Return of Investment A performance measure used to evaluate the efficiency of an investment or to compare the efficiency of a number of different investments.


Customer lifetime value Measures the profit your business makes from any given customer.


The point at which a recipient of a marketing message performs a desired action (click on the link, going to the landing page, filling out a registration form, and, of course, buying a product).

Conversion Rate

The percentage of visitors who took a desired action.

Open Rate

A measure of how many recipients opened an email to the total number of emails sent.

CTR or Click Rate

a number of people who followed the links divided by the number of those who received the email. The clickthrough rate shows how your general email campaigns work in a broad sense, but may be skewed because there are technical reasons why these data are not accurate, for example, e-mail messages sent for spam, bulk, or sent to the "Promo" tab in Gmail or just poor subject.

Error Rate

The number of errors divided by the number of sent emails.

Email bounces

The number of emails that fail to reach their intended destination divided by the number of emails sent. “Hard” bounces are caused by invalid email address, whereas “soft” bounces typically indicate a temporary delivery issue to an address because mailbox is full or recipient email server is down or offline or message is too large, for instance.


Google Analytics Freemium web analytics service offered by Google that tracks and reports website traffic. UTM tags are five optional URL parameters used by marketers to track the effectiveness of online marketing campaigns across traffic sources and publishing media.

A/B testing

Split Test Marketing experiment in which a list is split into two parts and every group receives different creative content (for example, subject, CTA button or other piece of email) to determine which one produces the highest conversion rate. A/B testing is the key to optimizing your marketing campaign.

Control group

An isolated group of recipients separated from the rest of the experiment list. It is used to compare email campaign results.


Application Programming Interface Allows your application (CMS, CRM, etc.) to communicate to our application — eSputnik.


A systematized customer base with all the important information about them (purchases, personal data, experience with the system).

Call 2 Action

Call-to-Action Prompt on a website (in a message) that tells the user to take some specified action (buy, leave a review, follow the link, sign up).

Web version of an email

The presentation of an email as a separate web page.

HTML и plain text

"Nice” designed version of an email and a plain text message. HTML message is formatted using Hypertext Markup Language which may have unique fonts, graphics, logos and background colors.

Alternative text for pictures

A text that users will see if pictures are not loaded.

Email layout development

Writing the HTML code for email.


Short summary text that follows the subject line when the email is viewed in the inbox.

Above the fold

The top part of an email message that is visible to the recipient without the need for scrolling.

Banner blindness

A phenomenon in web usability where visitors to a website consciously or subconsciously ignore banner-like information.

Eye tracking

Movement of the user's point of gaze on the web page.

Hero shot

Visual representation of your offer that demonstrates how your product or service actually works so your prospects can picture themselves using it. The hero shot is generally a photo or a video and should clearly show benefits and context of use.


A web page that appears after the user has submitted an order or subscribed to your campaign.

Third-party certification quality mark<

The logo of the third company (payment system, quality association) in the email or on the website page indicates that the site / store is certified and the company can be trusted.


Binary analysis

The principle of dividing the audience by the frequency of making a useful action, with its help you can also identify those who bring the business the most profit. Instructions


Recency, Frequency, Monetary Value Marketing analysis tool used to identify a firm's best customers by measuring certain factors.

Detailed article with definitions and how to do analysis.

Cohort analysis<

Study that helps to figure out the effectiveness of a marketing campaign. It focuses on the activities of a particular cohort. A cohort is a group of people who share a common characteristic over a certain period of time.

Empathy map

A tool to help you gain understanding for a targeted persona. Thus you can use it when you want to deliver a better user experience of your product/service.


The insertion of personal greetings in email messages. Personalization requires email list management software that allows for so called mail-merge operations.

Types of Marketing Emails

Promotional email

Email that offer specific goods or services with special offers and contain direct sales.


Typically focus more on providing information and less on sales promotion, which helps businesses establish themselves as experts in their fields.

Trigger based email

Sent out automatically based on important or momentous events that are related to your subscriber's actions.


In marketing and e-commerce this term means any kind of target action (the purchase of goods or services) which is completed by payment through a bank card or other method.

Transaction email

Automatic email with ordered service information that helps to pass some kind of process.

Welcome Email

An automated email message cheering a new subscriber. Since your new lead is still warm, a welcome email is a great time to ask for another conversion, like a social follow.


Sales technique where a seller induces the customer to purchase more expensive items, upgrades or other add-ons in an attempt to make a more profitable sale.


The action or practice of selling an additional product or service to an existing customer.

Abandoned cart

Trigger email that comes to the user, if he chose some goods, but did not order them, contains a call to complete the purchase.

About why users abandon the carts and how to deal with it, we have prepared a separate article...

Email series

Several emails that unite by one common idea, which is divided into several consecutive emails, so as not to overload the reader by information, for instance, on-boarding serie.

Attraction of Users

Landing Page

A campaign-specific page distinct from your main website that has one goal and one call to action. A landing page could be a lead generation page or a click-through page for ecommerce.

Subscription form

Area on the page of the site on which the user leaves his email and subscribes to the newsletter.

Deliverability of emails


Uninteresting letters for the recipient

Spam traps

Usually email addresses that are created not for communication, but rather to lure spam. In order to prevent legitimate email from being invited, the email address will typically only be published in a location hidden from view such that an automated e-mail address harvester (used by spammers) can find the email address, but no sender would be encouraged to send messages to the email address for any legitimate purpose. Since no e-mail is solicited by the owner of this spamtrap email address, any email messages sent to this address are immediately considered unsolicited.

Double Opt-in

The recommended procedure for subscribing email recipients to an email list or newsletter. Once a person requests to subscribe to a list, a confirmation email message is automatically sent to the supplied email address asking the person to verify that they have in fact requested to be included in future mailings.

Double Opt-out

Подтверждение отписки Unsubscribing in two steps, when you need to confirm on the page the wish to unsubscribe.

Sender Policy Framework

SPF An authentication protocol used by recipient sites to verify that the originating IP address is authorized to send email for the domain name declared in the “MAIL FROM” line of the mail envelope. SPF is used to identify messages with forged “MAIL FROM” addresses.

Sender ID

An authentication protocol used to verify that the originating IP address is authorized to send email for the domain name declared in the visible “From” or “Sender” lines of the email message. Sender ID is used to prevent spoofing and to identify messages with visible domain names that have been forged.

Domain Keys Identified Mail

DKIM Cryptographic authentication solutions that add signatures to email messages, allowing recipient sites to verify that the message was sent by an authorized sender and was not altered in transit.