Email & Lifecycle Marketing

The rate at which customers stop using a product or cancel a subscription over a given period, typically expressed as a percentage of the customer base lost.

The likelihood that a sent email actually reaches a recipient's inbox, rather than being filtered into spam or blocked entirely — influenced by sender reputation, list hygiene, content, and technical email authentication.

An email list signup process requiring a subscriber to confirm their email address via a follow-up confirmation email before being fully added to a mailing list, as opposed to being added immediately upon submitting a signup form.

A series of pre-written marketing emails sent automatically to a contact over a defined schedule, typically triggered by a specific action (such as a signup) rather than sent manually one at a time.

The gradual process of building sending reputation for a new email domain or IP address by slowly increasing send volume over time, rather than sending a large volume of email immediately from a brand-new sending identity.

A hard bounce is a permanent delivery failure — the email address doesn't exist or the domain is invalid — meaning that address should be removed from future sends. A soft bounce is a temporary delivery failure — a full inbox, a temporarily unavailable server — where a retry might succeed later.

A marketing approach that tailors messaging and offers to a customer's specific stage in their relationship with a business — onboarding, active use, risk of churn, and so on — rather than treating all customers the same regardless of tenure or behavior.

The ongoing practice of maintaining a clean, accurate email list — removing invalid addresses, inactive subscribers, and known spam traps — rather than continuing to send to an accumulated, unmaintained list.

A shared, scheduled overview of planned marketing activities — content publication dates, campaign launches, email sends, social posts — typically organized by date, used to coordinate execution across a team and avoid scheduling conflicts.

A structured series of communications, typically email, designed to build a relationship with a lead over time — providing relevant information and value — until they're ready to make a purchase decision.

The percentage of email recipients who open a given email, calculated as opens divided by emails successfully delivered.

A short snippet of text displayed in an inbox alongside the subject line, typically pulled automatically from the beginning of an email's body content unless a sender manually specifies different text for this purpose.

An email campaign specifically targeted at subscribers who have gone quiet — stopped opening or clicking emails over a defined period — aiming to either revive their engagement or identify that they should be removed from the active list.

The practice of sending an email to each individual recipient at the specific time of day they're statistically most likely to engage, rather than sending an entire list at one fixed time, often automated by a platform analyzing each recipient's past open behavior.

An email address, often not actively used by a real person, set up specifically to identify senders with poor list hygiene — sending to a spam trap signals to mailbox providers that a sender isn't properly maintaining their list.

The short line of text displayed as the title of an email in a recipient's inbox, shown before the email is opened, alongside the sender name and (often) a preview text snippet.

An automated email triggered by a specific user action related to using a product or service — a password reset, an order confirmation, a receipt — as distinct from a promotional or marketing email.

The percentage of recipients who opt out of receiving further emails after a given send, calculated as unsubscribes divided by emails delivered.

A marketing campaign specifically targeted at former customers or lapsed subscribers, aiming to re-engage them and bring them back as active customers.