A/B Testing
A/B Testing is an experiment comparing two versions of a message, page, ad, or element to see which performs better.
Interactive Theory Glossary
Email Marketing Definitions
Browse Email Marketing definitions from Interactive Theory.
24 definitions
A
Abandoned Cart Email
Abandoned Cart Email is an automated email sent after a shopper adds items to a cart but leaves without buying.
Audience
Audience is the group of contacts or subscribers a message is intended to reach.
B
BIMI
BIMI is Brand Indicators for Message Identification, an email specification for showing verified brand logos in supporting inboxes.
Bounce Rate
In email marketing, bounce rate is the percentage of sent emails that are reported as undeliverable.
C
Click-Through Rate
Email click-through rate (CTR), often called click rate, is the percentage of successfully delivered emails that register at least one tracked click.
Click-to-Open Rate
Click-to-Open Rate is the percentage of email openers who clicked a link inside the email.
Contact
Contact is a person or organization record stored in an email platform, CRM, or marketing database.
Conversion Rate
Conversion Rate is the percentage of users who complete a desired action after interacting with a page, email, ad, or campaign.
CTOR
CTOR is click-to-open rate, a metric comparing clicks to opens instead of total delivered emails.
CTR
Email click-through rate (CTR), often called click rate, is the percentage of successfully delivered emails that register at least one tracked click.
D
Deliverability
Deliverability is the ability of email to reach subscribers’ inboxes rather than being blocked, bounced, or sent to spam.
DKIM
DKIM is DomainKeys Identified Mail, an email authentication method that uses cryptographic signatures to verify message integrity.
DMARC
DMARC is Domain-based Message Authentication, Reporting, and Conformance, a policy layer built on SPF and DKIM.
Double Opt-In
Double Opt-In is an email subscription process where the user confirms their signup through a follow-up confirmation email.
Drip Campaign
Drip Campaign is a scheduled sequence of emails sent over time to educate, nurture, or convert subscribers.
Dynamic Content
Dynamic Content is email content that changes based on recipient data, behavior, or segment membership.
E
Email Automation
Email Automation is automated email sending based on triggers, timing, behavior, segments, or lifecycle stage.
Email Campaign
Email Campaign is a planned email send or series built around a specific message, audience, and objective.
Email List
Email List is a collection of contacts available for email communication based on consent, source, or audience criteria.
Email Marketing
Email Marketing is the use of email to build relationships, educate subscribers, nurture leads, promote offers, and drive measurable business actions.
Email Template
Email Template is a reusable email layout that defines structure, styling, content blocks, and brand presentation.
H
Hard Bounce
Hard Bounce is a permanent email delivery failure, often caused by an invalid or nonexistent address.
HTML Email
HTML Email is an email built with HTML to support layout, styling, images, buttons, and formatted content.