Email Deliverability Guide: Glossary

Modified on Mon, 11 Dec 2023 at 08:11 AM



This glossary serves as a quick reference to familiarize you with important terminology in this Email Deliverability Guide. By introducing yourself to these terms, you will be better equipped to navigate the content and implement the strategies and best practices discussed. Whether you are new to email marketing or seeking to enhance your knowledge, this glossary will provide valuable insights into the terminology associated with email deliverability and content optimization.

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Email Sender Reputation. An email sender reputation is a score that Email Service Providers (ESP) assigns to an organization that sends email. It directly refers to the perceived trustworthiness and credibility of the sender and measures overall email-sending practices, including the quality of their email content, engagement metrics, complaint rates, and adherence to industry standards and best practices. The higher the score, the more likely an ESP will deliver emails to recipients' inboxes on their network.

Email Deliverability. It refers to an email message's ability to reach the intended recipient's inbox rather than being blocked or filtered out as spam.

Spam. In general Internet terms, spam refers to any unsolicited information sent from the source of the visited site or a 3rd party. In email terms, it could refer to unsolicited, unwanted, and often repetitive email messages sent in bulk to many recipients without their consent. 

Audience. Email audience refers to the group of individuals or recipients who receive and engage with the emails sent by your organization.

DKIM. Short for Domain Keys Identified Mail is an email authentication method used to verify the authenticity and integrity of an email message. When setting up your domain with ClickFunnels, a DKIM key is automatically generated for the root domain.

DMARC. A DMARC record is a TXT-type DNS record that contains the policy to follow and determines where to send DMARC reports.

SPF. SPF (Sender Policy Framework) is used to detect forged sender addresses during the delivery of an email. SPF alone is limited to detecting a forged sender in the email's envelope (Return-Path header).

ESP. ESP stands for Email Service Provider. It refers to a company or platform that offers email sending and receiving services.

Open Rates. Email open rates relate to the percentage of recipients who open an email delivered to their inbox. It’s a metric used to measure the effectiveness of an email campaign in terms of engagement and audience interest.

Engagement Rates. Similar to the previous term, it refers to measuring how actively recipients interact and engage with the content of an email. It could be measured by conversion, click-through, or reply rates.

Click-Through Rate (CTR). This metric represents the percentage of recipients who clicked on a link or multiple links within an email. It indicates the level of interest and engagement with the content and call-to-action in the email.

Conversion Rate. The conversion rate measures the percentage of recipients who completed a desired action, such as purchasing or opting in.

Reply Rate. Reply rate measures the percentage of recipients who respond to an email by sending a direct reply.

A/B Testing or Split Testing. It is a method used in online marketing to compare two versions of a funnel or other marketing element to determine which performs better. In email marketing, you can send two email campaigns with minor marked differences and find out which performs better using any of the criteria mentioned above.

Spam triggers. Also known as a spam filter trigger or spam flag, it refers to specific elements or characteristics within an email that can cause it to be identified as spam by email filters or spam detection systems. Spam triggers are typically keywords, phrases, or patterns commonly associated with spam or unwanted email content.

Spam trap. It is a tool used by Internet Service Providers (ISPs), anti-spam organizations, and email security systems to identify and block illegitimate or unsolicited email senders.

Email bounces. Email bounce refers to the failure of an email to be delivered to the intended recipient's inbox. Instead of reaching the recipient, the email is returned to the sender with an error message indicating the reason for the failure.

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