How to Use This Glossary
Terms are grouped by topic rather than alphabetically, so you can learn related ideas together. Where a term has its own guide, we've linked to it. If you're brand new, start with the basics, then read email marketing for beginners.
The Basics
| Term | Meaning |
|---|---|
| Email service provider (ESP) | The platform that stores your list and sends your emails |
| Subscriber | A person who has joined your email list |
| List | The collection of subscribers you email |
| Broadcast | A one-off email sent to your list or a segment |
| Campaign | A planned email or set of emails with one goal |
| Newsletter | A regular email with updates or useful content |
| Sender name | The name shown in the inbox as who the email is from |
| Reply-to address | Where replies to your email are delivered |
| Subject line | The headline shown in the inbox |
| Preheader | The preview text shown after the subject line |
Growing Your List
| Term | Meaning |
|---|---|
| Opt-in | When someone agrees to receive your emails |
| Single opt-in | Subscribers are added as soon as they submit a form |
| Double opt-in (confirmed opt-in) | Subscribers confirm by clicking a link in an email first |
| Lead magnet | A free resource offered in exchange for an email address |
| Signup form | A form that collects email addresses |
| Landing page | A standalone page focused on one action, such as subscribing |
| Content upgrade | A bonus resource tied to a specific article |
| Popup | A form that appears over a web page |
| List growth rate | How fast your list grows after unsubscribes and removals |
Learn more in how to build an email list and double vs single opt-in.
Automation
| Term | Meaning |
|---|---|
| Autoresponder | An email or series sent automatically after a trigger |
| Automation or workflow | A set of automated steps, such as emails, waits and tags |
| Trigger | The event that starts an automation, such as joining a list |
| Sequence | A series of automated emails sent over time |
| Welcome sequence | Automated emails sent to new subscribers |
| Drip campaign | A sequence spaced out over days or weeks |
| Wait or delay | Time between steps in an automation |
| Abandoned cart email | An automated reminder about items left in a cart |
| RSS-to-email | Automatic emails created from new posts in a feed |
See what is an autoresponder and email automation workflows.
Organizing Subscribers
| Term | Meaning |
|---|---|
| Tag | A label attached to a subscriber, such as an interest or purchase |
| Segment | A group of subscribers who share something, used for targeted sends |
| Segmentation | Dividing your list into segments |
| Personalization | Tailoring content to the subscriber, such as using their name |
| Dynamic content | Parts of an email that change depending on the subscriber |
| Custom field | Extra stored information, such as a birthday or location |
See email segmentation and email personalization.
Writing and Design
| Term | Meaning |
|---|---|
| Call to action (CTA) | The action you want readers to take, often a button |
| Template | A reusable email layout |
| HTML email | An email with design, images and formatting |
| Plain-text email | A simple email with no design elements |
| Responsive design | Layouts that adapt to screen size |
| Alt text | A text description of an image |
| Above the fold | The part of an email visible without scrolling |
| A/B test (split test) | Sending two versions to see which performs better |
See email copywriting and email design best practices.
Deliverability
| Term | Meaning |
|---|---|
| Deliverability | Whether your emails reach the inbox |
| Inbox placement | Landing in the main inbox rather than spam or a tab |
| Sender reputation | How mailbox providers judge your sending history |
| SPF | A DNS record listing servers allowed to send for your domain |
| DKIM | A digital signature proving an email wasn't altered |
| DMARC | A policy telling providers what to do if SPF or DKIM fail |
| Hard bounce | A permanent delivery failure, such as an invalid address |
| Soft bounce | A temporary delivery failure, such as a full inbox |
| Spam complaint | When a recipient marks your email as spam |
| Blocklist (blacklist) | A list of senders flagged for spam-like behavior |
| List hygiene | Removing invalid and inactive addresses |
| Sending domain | The domain your emails come from |
See email deliverability and SPF, DKIM and DMARC setup.
Metrics
| Term | Meaning |
|---|---|
| Open rate | The share of delivered emails recorded as opened |
| Click-through rate (CTR) | The share of delivered emails that received a click |
| Click-to-open rate | Clicks divided by opens |
| Conversion rate | The share of clicks that led to a desired action, such as a sale |
| Unsubscribe rate | The share of recipients who unsubscribed |
| Bounce rate | The share of emails that couldn't be delivered |
| Revenue per subscriber | Email revenue divided by list size |
| ROI | Return on investment from email |
See email marketing metrics and email marketing ROI.
Legal and Consent
| Term | Meaning |
|---|---|
| Consent | Permission to send marketing emails |
| CAN-SPAM | A US law setting rules for commercial email |
| GDPR | EU data protection rules, including consent requirements |
| Unsubscribe link | A required way to opt out of marketing emails |
| Transactional email | A functional email such as a receipt, treated differently from marketing |
| Suppression list | Addresses you must not email, such as unsubscribes |
See email marketing laws. This glossary isn't legal advice; check the rules that apply to you.
Put the Vocabulary to Work
Open a free AWeber account and use these features yourself: forms, automations, tags and reports.
Email Marketing Terms FAQs
What does ESP mean in email marketing?
Email service provider: the platform that stores your list and sends your emails.
What's the difference between a tag and a segment?
A tag is a label on a subscriber; a segment is a group of subscribers, often built from tags.
What is the difference between a hard and soft bounce?
A hard bounce is permanent, such as an invalid address. A soft bounce is temporary, such as a full inbox.
What does CTR stand for?
Click-through rate: the share of delivered emails that received a click.