A/B TEST OR SPLIT TEST – a method that consists of sending two different versions of a message to portions of your audience to determine which version performs best.
ANTISPAM (FILTERS) – Antispam filters analyze each email to block spam. As their rules constantly evolve, there is no 100% guarantee that emails will reach the inbox.
DATABASE – In email marketing, the term database refers to a list of contacts or a list of recipients.
BLACKLIST - The term blacklist designates a list of email addresses considered as unsubscribed from a database.
CALL-TO-ACTION – Call-to-action refers to a button that prompts users to take action.
PERSONALIZATION FIELD (dynamic, mail merge, etc.) – A substitution field personalizes an email by adapting certain words (salutation, name, etc.) according to the recipient. It can be applied to any available information about them (age, address, history, etc.).
DEDUPLICATION – Deduplication removes duplicates from a database to prevent multiple sends. It preserves sender reputation and limits unnecessary costs.
DELIVERABILITY – the ability of an email to reach the inbox rather than spam. Difficult to measure precisely, but improves through good email practices (content, sender address, database quality).
DMARC – a protocol that helps email providers identify emails from unverified senders, to combat spam and phishing.
EMAIL MARKETING – the practice of sending an email to a group of targeted recipients, to prospect, sell, inform, or build loyalty.
SENDER – the person, department, or company on whose behalf the email is sent.
EMAIL MARKETING: email (or strategy) whose objective is to sell or promote a product, to be distinguished from a newsletter.
TRANSACTIONAL EMAIL: automated email linked to a user action on their account, such as an order confirmation or password reset.
ISP: company that provides Internet access, often accompanied by an email account.
FOOTER: bottom of the email, which generally contains legal notices, the unsubscribe link, and social media.
HARD BOUNCE: permanent delivery error: the email will never be delivered, often due to an invalid address.
HEADER: upper part of the email, before the content, which presents the sender and introduces the message.
HTML (format): a format that allows for the layout of an email with images, colors, and customized formatting.
HONEYPOT: a trap email address created to identify spammers who collect addresses illegally.
AUTOMATED CAMPAIGN (trigger): automatic sending of a message triggered by the behavior or action of a contact.
NEWSLETTER: an informational email designed to generate traffic rather than to sell directly.
DOMAIN NAME : the domain used to send a campaign, ideally customized to reassure recipients and avoid the effects of a shared domain.
NPAI : equivalent of a "bounce", designates an email that could not be delivered to the recipient.
SUBJECT : line visible in the inbox that encourages opening the email, generally short (6 to 10 words).
OPT-IN : consent given by a user to receive emails
DOUBLE OPT-IN : confirmed a second time in the case of form submission.
OPT-OUT : unsubscription from a mailing list, generally via a link at the end of the email.
