A/B Testing
A/B Testing is an experiment comparing two versions of a message, page, ad, or element to see which performs better. In email marketing, this term gives marketers, designers, developers, and business owners a precise...
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. In email marketing, this term gives marketers, designers, developers, and business owners a precise...
Audience
Audience is the group of contacts or subscribers a message is intended to reach. In email marketing, this term gives marketers, designers, developers, and business owners a precise way to talk about work that...
B
BIMI
BIMI is Brand Indicators for Message Identification, an email specification for showing verified brand logos in supporting inboxes. In email marketing, this term gives marketers, designers, developers, and business owners a precise way to...
Bounce Rate
Bounce Rate is in GA4, the percentage of sessions that were not engaged sessions. A common calculation is: Bounces ÷ emails sent, or in GA4: non-engaged sessions ÷ total sessions. In email marketing, this...
C
Click-Through Rate
Click-Through Rate is the percentage of email recipients or delivered emails that generate clicks on links. A common calculation is: (Clicks ÷ delivered emails or impressions) × 100. In email marketing, this term gives...
Click-to-Open Rate
Click-to-Open Rate is the percentage of email openers who clicked a link inside the email. A common calculation is: (Unique clicks ÷ unique opens) × 100. In email marketing, this term gives marketers, designers,...
Contact
Contact is a person or organization record stored in an email platform, CRM, or marketing database. In email marketing, this term gives marketers, designers, developers, and business owners a precise way to talk about...
Conversion Rate
Conversion Rate is the percentage of users who complete a desired action after interacting with a page, email, ad, or campaign. A common calculation is: (Conversions ÷ visitors or sessions) × 100. In email...
CTOR
CTOR is click-to-open rate, a metric comparing clicks to opens instead of total delivered emails. A common calculation is: (Unique clicks ÷ unique opens) × 100. In email marketing, this term gives marketers, designers,...
CTR
CTR is click-through rate, the percentage of impressions that result in clicks. A common calculation is: (Clicks ÷ impressions) × 100. In email marketing, this term gives marketers, designers, developers, and business owners a...
D
Deliverability
Deliverability is the ability of email to reach subscribers’ inboxes rather than being blocked, bounced, or sent to spam. In email marketing, this term gives marketers, designers, developers, and business owners a precise way...
DKIM
DKIM is DomainKeys Identified Mail, an email authentication method that uses cryptographic signatures to verify message integrity. In email marketing, this term gives marketers, designers, developers, and business owners a precise way to talk...
DMARC
DMARC is Domain-based Message Authentication, Reporting, and Conformance, a policy layer built on SPF and DKIM. In email marketing, this term gives marketers, designers, developers, and business owners a precise way to talk about...
Double Opt-In
Double Opt-In is an email subscription process where the user confirms their signup through a follow-up confirmation email. In email marketing, this term gives marketers, designers, developers, and business owners a precise way to...
Drip Campaign
Drip Campaign is a scheduled sequence of emails sent over time to educate, nurture, or convert subscribers. In email marketing, this term gives marketers, designers, developers, and business owners a precise way to talk...
Dynamic Content
Dynamic Content is email content that changes based on recipient data, behavior, or segment membership. In email marketing, this term gives marketers, designers, developers, and business owners a precise way to talk about work...
E
Email Automation
Email Automation is automated email sending based on triggers, timing, behavior, segments, or lifecycle stage. In email marketing, this term gives marketers, designers, developers, and business owners a precise way to talk about work...
Email Campaign
Email Campaign is a planned email send or series built around a specific message, audience, and objective. In email marketing, this term gives marketers, designers, developers, and business owners a precise way to talk...
Email List
Email List is a collection of contacts available for email communication based on consent, source, or audience criteria. In email marketing, this term gives marketers, designers, developers, and business owners a precise way to...
Email Marketing
Email Marketing is the use of email to build relationships, educate subscribers, nurture leads, promote offers, and drive measurable business actions. In email marketing, this term gives marketers, designers, developers, and business owners a...
Email Template
Email Template is a reusable email layout that defines structure, styling, content blocks, and brand presentation. In email marketing, this term gives marketers, designers, developers, and business owners a precise way to talk about...
H
Hard Bounce
Hard Bounce is a permanent email delivery failure, often caused by an invalid or nonexistent address. In email marketing, this term gives marketers, designers, developers, and business owners a precise way to talk about...
HTML Email
HTML Email is an email built with HTML to support layout, styling, images, buttons, and formatted content. In email marketing, this term gives marketers, designers, developers, and business owners a precise way to talk...