A set of quantifiable measures used to assess a company’s business performance over time. These metrics are used to determine a company's progress in achieving its strategic and operational goals, and also to compare company's finances and performance against other businesses within its industry.
A performance measure used to evaluate the efficiency of an investment or to compare the efficiency of a number of different investments.
A metric used to measure the effectiveness of a marketing campaign.
The total profit a business makes from a given customer over the entire period of their relationship.
The point at which a recipient of a marketing message performs a desired action (a click on a link, registration, a sign-up, a purchase, an order, etc,).
The percentage of visitors who take a desired action.
A measure of how many recipients opened an email divided by the total number of emails delivered.
The percentage of people who clicked on a link within an email divided by the total number of emails delivered.
The percentage of people who clicked on a link divided by the total number of emails opened.
The percentage of emails that failed to reach the recipient divided by the number of emails sent: hard bounces are caused by invalid email address; soft bounces are caused by temporary delivery problems.
A freemium web analytics service offered by Google to track and analyse website traffic.
Five optional URL parameters used by marketers to track the effectiveness of online marketing campaigns across traffic sources and publishing media.
A marketing experiment in which a contact list is split into several groups, and each group receives different marketing content (for example, subject line) – to determine which type of content generates the highest conversion rate.
A subgroup of the customers you're targeting with a particular campaign who you decide will not receive the campaign.
A software intermediary that allows two applications to communicate with each other.
The principles, practices, and guidelines that an organization follows when interacting with its customers.
An integrated software-supported system designed to systemize and unify the main functional areas of a company’s business processes.
A prompt that tells the user to take a certain action (buy, leave a review, follow the link, sign up, etc.).
A coded format of an email template that allows to add and edit text and images.
Alternative text for pictures — the text that appears in place of the image if it cannot be displayed for any reason.
Using the HTML code to create an email template.
The short summary text that follows the subject line when the email is viewed in the inbox.
A phenomenon in web usability when website visitors to a website consciously or subconsciously ignore banner-format information.
A visual representation, generally a photo or a video, of the benefits of a company’s product or service within a particular campaign.
A web page that appears after the user has submitted an order or subscribed to a campaign.
The logo of a third party which indicates that a product, process or service is in conformity with certain standards.
The principle of dividing the audience by the frequency of useful actions made.
A marketing analysis tool used to identify a company’s best customers by measuring certain factors.
A study that 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.
A tool that helps visualize data on the targeted audience behavior and understand their preferences.
Designing a campaign to target a certain customer by including in it the data available on such customers.
An email that offers new or exclusive goods and is mainly focused on driving purchases.
An email that contains news on the company’s recent activities and product-focused content.
An email that is sent out automatically based on a certain event or action taken by a subscriber.
Сompletion of a purchase when its price is paid via any payment method.
An email triggered by a user’s interaction with a website or an app.
An email first sent after a subscription or registration to welcome a new subscriber.
A sales technique used to invite a customer to spend more by buying an upgraded or premium version of the recent purchase.
A sales technique used to invite a customer to spend more by buying products complementary or related to the recent purchase.
An email sent to users who added items to their cart but did not complete the purchase. It serves as both a reminder and an invitation to complete the purchase.
A time-based email sequence consisting of several emails sent with some intervals or after a particular action taken by a user.
A campaign-specific web page a user goes to after clicking on an internal or external CTA.
A form with gaps that are to be filled in order to sign up for receiving certain campaigns.
Unwanted emails sent to a large number of recipients who have not subscribed to receive them.
An additional procedure aimed to confirm email subscription. Once a user fills in a sign-up form, a confirmation email is automatically sent to the specified email address asking to verify it and confirm the subscription.
An additional procedure aimed to confirm email unsubscription. Once a user opts to sign out, a confirmation email is automatically sent to asking to confirm unsubscription.
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.
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.
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The eSputnik’s Email Marketing Glossary is email marketing terms and Internet-marketing glossary in one place.
You can come across unfamiliar professional expressions or email-related vocabulary when managing campaigns and reports, dealing with ESP agencies, or reading technical blogs.
Our Glossary will help understand their meaning and level up your email marketing fluency. For convenience, all terms are divided into thematic categories based on the application area: Performance Indicators, Email Design, Segmentation, etc. Use them to navigate the system with ease. To switch to the necessary section, click on the corresponding icon on the left. If you’re not sure which section the term you’re looking for belongs to, use the search engine or scroll the glossary on the right.
We make term definitions understandable even for those with basic marketing knowledge. The supplementary examples and formulas make it easier to get involved in the industry and get a better handle on practical applications of different marketing keywords.
We put together this glossary of email marketing, digital marketing and classic marketing terms, and filled it with all the useful information you may need to manage campaigns. We constantly reinforce it with current professional terms so that newbies could learn main concepts of email marketing, and professionals - expand their vocabulary. The Glossary can also help improve your email marketing literacy by providing correct spelling and relevant synonyms for many terms.