the terms you need to know the subject – WAU

Email marketing may seem like a simple matter – after all, what’s so complicated about sending messages to contact lists? Well, a lot. From the technical structure of the domain that will send emails to the main metrics to be followed, the universe of email marketing is full of acronyms, concepts and terms in […]

O e-mail marketing it may seem like a simple matter – after all, what’s so complicated about sending messages to contact lists?

Well, a lot.

From the technical structure of the domain that will send emails to the main metrics to be followed, the universe of email marketing is full of acronyms, concepts and terms in English.

If you want to learn even more about the subject and send out incredible campaigns, you need to understand these concepts!

Therefore, we have prepared a complete email marketing glossary for you.

Use the alphabetical index below to guide yourself and answer your main questions about the terms used by those who understand the subject best.



This is the way to confirm the identity of someone who is sending email marketing. For email providers, such as Gmail, authentication ensures that the sender is authorized to send email from a given domain. The two ways to authenticate to send emails are through the SPF and DKIM protocols.

Email marketing automation

Email marketing itself is already automated, as it consists of sending emails to several people with a single click. However, some tools provide even more possibilities to perform automatic actions within email marketing, and these are considered email marketing automation tools. They have features such as scheduling emails to be sent in advance and creating automatic email sequences (nutrition flows).



List containing a list of IP addresses that are considered SPAM.


Occurs when an email is never delivered to the recipient’s inbox. It can be attributed to reasons like full inbox or failures in the email provider’s server.

Bulk Mail

English term that indicates when an email marketing with the same content is sent to a large number of people.


Reactivation campaign

Email marketing campaign used to re-engage contacts who have not opened or clicked on emails for more than 90 days. A series of emails is sent to these contacts in order to get them to interact with their emails again.


American law that establishes rules for the control of commercial emails. Although not applicable to London, CAN-SPAM can be useful if you use an American email marketing tool. In this case, you may be required to take some measures established by law, such as including clear options so that recipients can choose to stop receiving emails when they wish.

Click-through rate (CTR)

This metric indicates how many people clicked on an email, out of all who opened that email. So, if 100 people opened an email and 10 clicked, the CTR will be 10%. A high CTR indicates that the text of the email is being effective in convincing readers to click on the email and take action, such as accessing an ebook or buying a product. The CTR is calculated as follows: (number of people who clicked on the email) / number of people who opened the email).


Double Opt-in

One of the methods of building an email list. The double opt-in indicates that people who choose to be part of your email marketing list will receive an email with a link so that they can click and confirm the subscription. This method helps you to have on your list only people who are really interested in receiving your emails, in addition to eliminating fake addresses.


Domain Keys Identified Mail. This is one way to authenticate an email domain so that providers like Gmail allow people to receive email from that domain in their inbox. DKIM authentication is done through encrypted signatures included with each message sent.


Nutrition email

Email that is part of a nutrition flow. Check out what a nutrition flow is below.

Plain text email

Email sent without HTML. This means that it has no design elements, just text.

Sponsored email

When a brand buys advertising space in an email, or sponsors a series of emails.

Physical address

In general, emails sent from a company have a footer that contains the physical address of the company. In the United States, this is mandatory by law for all companies that send email marketing.


In email writing, scannability is the element that ensures that the text can be read quickly and clearly. Bold, italics and numbered lists are used to make an email easily scanable.


False positive

It occurs when a subscriber chooses to receive emails from a company, but these emails are incorrectly filtered or blocked as spam.

Email filter

Mechanism that filters all messages that arrive in an email inbox. In the beginning, the sole purpose of the email filter was to block spam messages. Nowadays, however, it also serves to separate emails into categories, such as Social, Promotions and Updates.

Nutrition flow

Automated sequence of emails that aims to nourish a subscriber and make them walk through the sales funnel, becoming an increasingly qualified lead.


Hard Bounce

Occurs when an email is not delivered to a subscriber’s inbox. The hard bounce indicates a permanent defect with that email address, such as a nonexistent, invalid or blocked address.

HTML Email

The HTML language allows you to create email templates that go beyond text and can include images or other design elements.


Dedicated IP

When only one company uses an IP address to send email marketing campaigns.

Shared IP

When the same IP address is used by several companies that send email marketing campaigns. Most email automation tools, such as Mailchimp or RD Station, use shared IPs.


List purchased (or rented)

List of email addresses available for purchase. The people on this list did not choose to receive communications from the company that buys the list. Therefore, this is not a recommended marketing tactic.

Retention list

Contact list built through marketing actions. It contains only people who have chosen to receive emails from your company.



English expression that is generally used to indicate the action of choosing to receive emails from a company. So, when a person provides their email address, they are opt-in and allowing this company to send emails to them.


When a subscriber chooses to stop receiving email from a company, and it removes it from their contact list.



Add custom elements to an email with information you already have about that subscriber. Some common customization options are name, company, or referring in the email to past purchases made by that person. Personalization in email marketing is done by a technology called personalization tokens.



Sending the same email to all contacts in your base is not a best practice. After all, not everyone has the same interests or demographic profile. Therefore, a base of contacts is segmented into different lists for sending emails according to information about those contacts.

Sender Score

Free service made available by the company Return Path. Sender Score evaluates the reputation of IP addresses that send emails, and scores them with a score between 0 and 100. Email servers, such as Gmail, take Sender Score into consideration to know whether they should block emails from a given IP or not .

Soft bounce

It occurs when an email is not delivered to the inbox, for a temporary reason such as failures in the recipient’s server or full inbox.


This is the term used to refer to unsolicited emails. In general, spam is sent to a large number of people at the same time.


Sender Policy Framework. This is the most used way to authenticate a domain for sending emails. SPF identifies which servers can send emails on behalf of a given domain. When SPF is not configured, some email servers, such as Gmail, may reject the delivery of email marketing campaigns.


This is the English term used to refer to the person who chose to receive emails from a company.


Opening rate

Metric that indicates how many people opened an email, out of all those who received the email. The opening fee is calculated as follows: (number of recipients who opened the email) / (total email recipients) * 100.

Click-through rate

Number that indicates how many people clicked on one or more links contained in an email, among all those who received the email. The calculation of the click rate is similar to that of the open rate: (number of recipients who clicked on an email link) / (total email recipients) * 100.

Clickthrough rate

Unlike the click rate, the clickthrough rate indicates how many people clicked on an email, out of all those who opened the email. Therefore, it is calculated: (number of recipients who clicked on an email link) / (number of recipients who opened the email) * 100.

Conversion rate

Indicates how many people received an email, clicked on a link and performed an action. This action can be to download an ebook, for example, or to buy a product. Therefore, the conversion rate is calculated as follows: (number of recipients who converted to the desired action) / (total number of email recipients) * 100

Personalization token

Functionality of email marketing tools that allows you to show personalized values ​​in the email, varying between each recipient. The most common use of personalization tokens is to greet the recipient of the email by name in email marketing campaigns (for example: “Hello, Clara).



English verb that indicates the act of choosing to stop receiving emails.
What’s up? What did you think of our glossary? Is there a term that you think was left out? Tell us in the comments!

email marketing glossary