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Above-the-fold

The portion of content that can be seen without the visitor needing to scroll down the page or email.

Affiliate marketing

When someone recommends a product or service made by another creator and earns a set commission from purchases made through their trackable link.

Autoresponder

Synonyms: automated email reply

A pre-written email response that’s automatically sent by an email address that utilizes this automated function.

Blacklist

A label that prevents emails from being delivered to a subscriber based on the reputation of a computer’s IP address and email account.

Blocks

A section of content inside Flodesk, whether visual or textual, that can be personalized as needed.

Call-to-action

Commonly abbreviated to CTA

The direct action you want subscribers to take on your email, which often begins with clicking a link or button.

CAN-SPAM Act

Legal requirement for brands to give subscribers the opportunity to unsubscribe and opt out of emails at any time to limit spam, including the need to add a physical address to your emails.

Click rate

The percentage of total recipients who clicked on a link within your email.

Click-through rate

Commonly abbreviated as CTR

The percentage of recipients who click on a link in your email compared to the number of recipients who received your email.

Click-to-open rate

The percentage of recipients who click on a link in your email compared to the number of recipients who opened your email.

Conversion

When a lead turns into a paying customer or client after interacting with your email sequence. Or when someone signs up for your freebie.

Deliverability

The ability to successfully send and deliver emails to your subscribers’ inboxes.

Design

How your email looks and how it functions on every device.

Domain verification

Synonyms: domain set-up

Essential step to confirming your domain is valid and has not expired before sending emails, ultimately improving your deliverability.

Double opt-in

An additional step used to ensure a subscriber wants to join your email list by having them express consent by confirming their email address.

Email

Synonyms: blast, campaign, broadcast

A single piece of content sent through electronic mail to your subscriber’s inbox.

Email builder

Synonyms: email marketing platform, email marketing software

The software you use to create, write, design and send your emails. (That’s us!)

Email client

A desktop application that allows users to manage one or more email addresses from a central place, helping them send, receive, read and write emails.

Email list

Synonyms: newsletter, electronic mailing list, email community, list

A collection of email addresses from people who have given you permission to send them regular updates through email.

To learn more, watch How to Build an Email List Without a Website and How to Build an Email List for Free.

Email service provider

Commonly abbreviated to ESP

Synonyms: email server, email platform

The email server a subscriber uses to collect emails in their inbox.

Email templates

Synonyms: email themes

Pre-made email designs with visual and textual elements that have already been assembled and can easily be customized.

Full-page form

Synonyms: landing page, opt-in page

A separate page with its own URL that's solely dedicated to collecting your subscriber’s email address.

GDPR

Legal guidelines enforced by the European Union (EU) on how to collect and protect personal information, often requiring a double opt-in among other rules.

GIFs

A file type of short animated images with no sound.

Hard bounce

When an email cannot be delivered to the recipient because their email address is invalid.

In-line form

A simple email sign-up form that can be embedded into your website or blog to collect email addresses without impacting your visitor’s experience.

IP Warmup

The process of gradually increasing the amount of emails you send over time from a new email address to improve your reputation and deliverability.

Layouts

A specific element inside Flodesk that gives you the freedom to create gorgeous email graphics, add a cursive signature sign-off and more—no HTML code or design software required. Strategically designed to look beautiful on any screen, no matter how it's edited, Layouts let you customize your design on a whole new level.

Lead magnet

Synonyms: freebie, downloadable, content upgrade

A free resource delivered in exchange for someone’s email address.

To learn more, watch The Exact Steps to Create a Lead-Generating Freebie Download.

Mailto:

A dedicated link that triggers a user’s email client to open a new window, allowing someone to compose an email message and send it to a specified email address.

Marked spam

When a subscriber flags your email as spam because it was unsolicited (meaning they didn’t give permission for email correspondence), don’t remember opting in to your list or find your content irrelevant.

Metrics

Synonyms: email metrics, email performance, analytics

A set of data analytics showing the performance and engagement for your emails, workflows or forms. Common email metrics include deliverability rate, open rate, click-to-open rate (CTO), click-through rate (CTR), bounce rate and unsubscribes.

Understanding your metrics allows you to improve and optimize your emails over time to win more client or customer leads.

Nurture sequence

Often delivered after a subscriber signs up for a lead magnet, this automated series of emails is meant to educate your subscriber and provide valuable resources.

Open rate

The percentage of total recipients who opened your email.

Personalization

Synonyms: merge tags, tokens

The act of customizing the language of your email’s content based on a subscriber’s personal information. A common personalization field is your subscriber's first name.

Phishing

The illegal practice of sending emails that look like they are sent from a reputable company but are really used to unlawfully collect someone’s private information.

Pop-up form

An email sign-up form that suddenly appears and hovers above your website content, often triggered by time spent on the website or cursor movement.

Preview text

A customized line of copy following your email’s subject line that explains what your email is about. Use this to tease what's inside to boost your open rates.

Re-engagement sequence

Synonyms: cold subscriber sequence

An automated series of emails sent to inactive subscribers who have not opened your emails or clicked on links in a while.

RSS

Common abbreviation for Really Simple Syndication

An automated system that distributes content to a user from multiple publishers or creators.

Sales funnel

Synonyms: marketing funnel, marketing automation

A sequence of emails sent on a predetermined schedule with the goal of persuading subscribers to ultimately buy a specific product or service.

To learn more, watch How to Write a Workflow Email Funnel.

Segmentation

The action of dividing your larger audience into smaller subgroups of subscribers based on data and other criteria.

Sender

Synonyms: sender email, sender address, sender name

The brand, business or person who is sending emails to their subscribers. (That’s you!)

SEO

Common abbreviation for search engine optimization

Synonyms: organic search, ranking

The process of improving the quality and searchability of your content in hopes to appear higher on search engine result pages, thus bringing new visitors to your website.

Soft bounce

When an email reaches the recipient’s email server but cannot be delivered to their inbox.

Spam

Synonyms: junk email, bulk email

Unsolicited emails that are delivered to a subscriber who didn’t give permission for email correspondence.

Strategy

An innovative way to approach email marketing that helps you achieve your end goal. Common goals include growing your community, increasing community engagement and making more sales.

Subject line

Synonyms: email title

The main headline of your email, written to capture your subscriber’s attention and encourage them to open the email.

Subscriber

Synonyms: email subscriber, audience member, community member

An engaged community member who decided to join your email list by filling out a form or landing page.

To learn more, watch 3 Tips to Connect with Your Audience in Emails.

Subscriber status

A label to help you understand how subscribers are currently engaging with your emails, which can include statuses like “active,” “inactive,” “subscribed,” or “unsubscribed.”

Unique clicks

The number of recipients who clicked on a link in your email, not including repeated clicks.

Unique opens

The number of recipients who opened your email, not including repeated opens.

Unsubscribe

Synonyms: opt-out

An action subscribers take when they wish to be removed from your email list.

Welcome sequence

An automated series of emails with the goal of welcoming new subscribers to your email list and connecting with them on a personal level.

Whitelist

A label on a reputable email address where spam filters allow emails to be received by the subscriber.

Workflows

Synonyms: email sequence, email series, email automation, drip marketing

A predetermined series of automated emails delivered to a segment of your subscribers that’s triggered by an action or data.

To learn more, watch What Are Workflows and When to Use Them in Your Email Marketing and How to Create Your First Email Workflow in Flodesk.

Zapier

An online automation tool that integrates with Flodesk as it performs triggered actions on your behalf, connecting virtually any apps and software.

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