Glossary of email definitions
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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.
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.
