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60 Email Marketing Terms that Every Marketer Should Know

12 min read
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The email marketing industry is so huge that every day you come across new email marketing terms. Also, there are a few email marketing jargons that are used as each other’s synonyms. We have gathered a list of these email marketing terms that every marketer should know. We hope this list will add to your business email glossary.

Without further ado, let’s jump right into the list.

1. A/B Split Test

It is a method of comparing the results of 2 different emails and taking out inferences on the same. As the name suggests, you prepare two or more variants of an email naming them A,B,C and so on. You try it on different people and compare results to find out which one is most impactful.

2. Attachment open rate

The percentage of people who click to open the attachment that you have sent them via email is called attachment open rate.

3. Auto Follow-up

When an email is sent in continuation of the previous email in order to remind the recipient about the subject, that email is called a follow-up email. There are tools in the market like Saleshandy that automate this procedure for you with conditions.

Bonus fact – “80% of sales require more than 5 follow-ups”

4. Autoresponder

An automated message or series of messages that are triggered when an email is sent to a particular address. For e.g. – an out of office email is an auto-respondent.

5. Bounce Rate

The percentage of emails that don’t land in the inbox of your recipients is Bounce rate.

6. Block

When your emails are stopped from being sent by spam filters or other factors is called email block. This usually happens if you cross daily sending limit of Gmail or send a spammy looking email.

7. Bulk Mail/Mass email

The process of sending a single email to hundreds of people at a time is called Mass Emailing.


Controlling the Assault of Non-Solicited Pornography And Marketing Act of 2003 is an act from the USA which majorly has laws that control the businesses to send misleading emails to recipients.

9. Call to Action (CTA)

An order or request given, usually, at the end of an email to encourage the subscriber to do something. E.g. “Download the app now”

Read more : 100+ Cold Email CTAs (Call to Action) to Book More Meetings

10. CASL (Canadian Anti-Spam Law)

It is an act from Canada that requires Canadian and global organizations that send commercial emails within, from or to Canada to receive consent from recipients before sending messages.

11. Cold Email

When an email is sent to someone you don’t know for some particular reason is a cold email. Read the definitive guide of cold email to have a deeper understanding of the topic.

12. Conversion Rate

The percentage of people who complete your desired task through email is called the conversion rate.

E.g. When you email them for getting them to sign up for your app and they do, it is a conversion.

13. Dedicated IP/Custom Domain

Dedicated IP address means that your website has its own address, and you can use this IP address or the domain name to access it anywhere from the web.

14. DKIM

DomainKeys Identified Mail (DKIM) is a way that an organization takes responsibility for an email that is sent. The organization’s emails will be further handled on the basis of their reputation of the previous emails.

15. Drip Marketing

When a set of pre-written emails scheduled to be sent to a recipient one after another depending on his behavior, it is known as drip marketing.

16. Email Client

A computer application that allows you to use emails from your desktop without logging into a browser is an email client. Outlook is one of the most popular email clients out there.

17. Email Harvesting/Scraping

When a user harvests a list of email addresses from similar industry or interests usually to send a mass email is called Email Harvesting. There are special email scraping tools that make your job of email harvesting easier. It is illegal in many countries to harvest emails without the permission of the user. Make sure you take opt-in permission instead of spamming users with your emails.

18. Email Phishing

A fraudulent activity performed by scammers where they send mass emails illegitimately through a popular companies name in order to gain personal information like credit card numbers, passwords, etc from unaware individuals. Using a secured password manager you can avoid this phishing.

19. Email Queue

As the name suggests, it is a line of all your emails that are to be sent one after another. When you automate an email campaign, all the emails go in a queue.

20. Grey Mail

A recipient has opted-in but lost interest in receiving your emails over the time as he lost his interest in the topic itself. When you send your email to them, these emails are known as grey   as they don’t completely fit in the spam category or legitimate email category.

21. Image Blocking

Due to a default setting from the email client’s or personal preference of your recipient, images get blocked automatically. This allows them to save time and data but disallows marketers to communicate efficiently. Image blocking is one of the biggest factors why plain emails are more preferred by mass email senders.

22. Domain Blacklist

There are anti-spam groups that blacklist a domain for sending too many unsolicited/phishing emails. Once a domain has been blacklisted, it has high chances of being treated as a spammer. There tools like mail-tester that will help you check whether your domain is blacklist or not.

23. Double opt-in

When a reader is reading your blog and he’s interested to opt-in in your newsletter, make sure you ask him to verify his email address by sending a test email. This will ensure your list is clean and all the recipients are really interested in your receiving your emails.

24. Email Campaign

An email campaign is a series of emails target to achieve one goal. It consists of 1 primary email and multiple follow-ups after that. These follow-ups are designed differently for different conditions like opened, responded, not opened, etc.

25. Email Deliverability

The ability of an email to land in the inbox of the recipient is called Email Deliverability. Higher the deliverability, better are your odds of getting the work done.

26. Email Filter

Email filters are these smart filters that make inferences on whether your emails are important, promotional, social update or spam and classify it accordingly. These filters save a lot of your time.

27. Email list

It is a collection of information of individuals usually containing their names, email addresses, workplace, and location. These lists help you with personalization and segmentation.

28. Email Marketing

It is the art of using emails to develop and maintain a relationship between leads and clients.

29. Email Service Provider (ESP)

As the name suggests any company that provides you with the service of emails is an Email Service Provider. E.g. – Gmail is the most popular email service provider out there.

30. Email Templates

A set email already made in order to serve a purpose. There are email templates specifically designed for particular actions.

E.g. – When someone sends their resume to your company’s career id, they receive an email that you are looking into it.

31. Email Verification

It is the process of cleaning your mailing list by removing fake, invalid, sensitive or unusual emails is called email verification. It is advised to verify your email list every 3 months.

32. GDPR

General Data Protection Regulation is a law from Europe which protects the personal data of the European netizens. It makes sure a business is not spamming their readers with unnecessary junk. You can still use GDPR friendly tools like SalesHandy in order to send emails.

33. Hard Bounce

When the email cannot be delivered due to reasons like an invalid email address, an invalid domain name or if a recipient’s email server has completely blocked delivery.

34. Honey Pot

A planted email address by organizations that acts as a spam trap in order to combat spam. So, when a spammer harvests and emails, the anti-spam entity flags the spammer.

35. HTML tags and Emails

HTML tags are the tags that help you personalize your emails to individual recipients. E.g. – When you write the tag <firstname> in your email and send it to your list, it will automatically write individuals name. Gmail doesn’t have this feature inbuilt but you can use extensions like SalesHandy for the same.

36. IP Warmup

When you start sending an email from a new IP address, you need to warn that IP up by sending emails and gradually increasing its volumes. If today you send 10 emails, tomorrow you should send 20. Gradually your IP will warm up and spam filter won’t get their attention towards it.

37. Label

Label is the category in which you want an email to go. You can label different emails according to their priorities. E.g. – Important, urgent, unrelated. promotional.

38. Landing Page

The page where a person would land when she clicks the particular link that you have attached with the email is called landing page. Keep this page relatable as it will your first point of contact with your potential customer.

39. Link-clicks/Click-through rate

The percentage of people who click on the link that you have sent through emails.

40. List Segmentation

Categorizing your email list in different segments like workplace or location is called list segmentation.

41. Newsletter

A bulletin or message regularly sent to the members who opted in to receive it through emails.

42. Open rate

The percentage of people that have opened your email is called open rate.

43. Opt-Out

When people mistakenly opt-in in your email newsletter and they receive an update, they decide to get out from this list as it’s not relevant to them. This choice of not being in our email list is called opt-out. You need to give an opt-out / unsubscribe button at the end of your email.

44. Personalized Email

When you send an email with characters that can only be attached with one recipient like their name is called personalized email. It creates a sense of belongingness among you and your client.

45. Rental List

When a company rents an email list from the third party. Here you won’t get to see the email addresses of the list as the owner will keep them hidden from you. This is not recommended as it has a tinge of unethical marketing.

46. Reply rate

The percentage of people that reply to your email is called reply/response rate.

47. Sender Score

A unit to measure the reputation of the sender. A higher sender score will lead to higher deliverability.

48. Shared IP

Unlike dedicated IP, a shared IP is an IP address used for multiple sites. The IP address of a website is used for multiple sites on the server, which is why the bad actions of one site can deteriorate the IP reputation of all the other websites sharing that IP on the server.

49. Single Opt-in

When only one action is to be taken in order to opt-in the list of subscribers of a particular list. E.g. – When you ask them to submit their email address for future updates and no email verification is needed. Double opt-in is more advisable as people might give fake email addresses which will hurt your domain sender score in future.

50. Soft Bounce

When the email cannot be delivered due to a full mailbox, the recipient’s server being down/offline or email message is too large for their inbox.

51. Spam Cop

Spam cop is a service that allows spam or unsolicited email receiver to report that IP address to â€śSpamCop Blocking List” or “SpamCop Blacklist” (SCBL). Once a domain gets in this list, it is really tough to gain its reputation back.

52. Spam Filters

The smart filters that automatically traces emails that are spammy or unsolicited and throws them into the spam folder are called spam filters. You need to be sure on how to avoid spam filters in order to get the most out of your emails.

53. SPF

The Sender Policy Framework is an email-authentication technique used to avoid spammers from sending emails on behalf of a domain. Once you authentic your domain, the filters will know that your emails are not spammy and sent to serve a purpose, not fraudulent activities.

54. Unsubscribe rate (List Churn)

The percentage of people from your list that opt out after you send an email is called Unsubscribe rate.

55. WhiteList

The list of email addresses a recipient considers to be a genuine one and is interested in. The higher the number of people that whitelist you, the higher will be your domain reputation.

56. List Hygiene

It is a process of regularly verifying, cleaning and maintaining an accurate email list that is free from all the flaws.

57. Preview Pane

The preview pane is a small window within your inbox which allows you to take a sneak peek of your email.

58. Rendering

Knowing how the email will look in your recipient’s inbox after it’s sent to the recipient before actually sending it is called rendering.

59. Responsive Design

The emails that respond to actions of the recipient are called responsive emails. One can use HTML to design such emails.

60. Welcome Email

The first email that you send to the people who come on board with you. A welcome email is used to greet them, onboard them, introduce a product or service, or connect with them.


Hence, that was our list of email terms for beginners, intermediate and expert level marketers.

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