The Spicesend Email Marketing Glossary

Stay current with the latest email marketing terms.

A/B test

A/B testing, also known as split testing, is a way of working out which of two marketing email is the most effective in terms of encouraging opens or clicks. The A/B tests can be based on Subject Line, From Name or Email Content.

Affiliate Marketing

Affiliate marketing is a type of performance-based marketing in which a business rewards one or more affiliates for leads and revenues that comes from the affiliates' website.


A blog (short form of "weblog" or "web log") is an online journal or informational website displaying information in reverse chronological order (meaning latest article on the top). Blogging is a great search engine optimization (SEO) tool as search engines love new content.

Bounce Rate

Email bounce rate is the percentage of email addresses that bounced in an email marketing campaign. There are two types of bounces, hard and soft bounce.

Bulk Email

Bulk email is email that is sent to large list of recipients at once. Bulk email is typically used for sending newsletters or marketing emails.

Click-through rate (CTR)

Click-through rate (CTR) for email is the percentage of recipients who clicked on at least one link in your email campaign. Click-through rate indicates the level of engagement of your contacts.

Click Tracking

Click tracking is a feature that allows you to see which links were clicked by the contacts who opened your email. Your campaign report will show which contacts clicked your links.

Dedicated IP

A dedicated IP address means only your emails will be sent through that specific IP. A dedicated IP is generally suggested for high volume senders.


DMARC (Domain-based Message Authentication, Reporting and Conformance) is an email authentication protocol. DMARC enables the message sender to indicate that their messages are protected with SPF and/or DKIM.

Double Opt-In

A double opt-in occurs when a potential subscriber fills and submits your online form, and then an email is sent out to the user which includes a link to click and confirm the subscription. Only after clicks the link to verify their email, will the user officially be added to the email marketing list. This greatly reduces fake signups and spam addresses in your list.

Email Blacklist

An email blacklist is a real-time system that determines if an IP address or a domain is sending out emails that can be classified as spam. Most ISPS use various Email blacklisting filters like SpamCop, Spamhaus and Barracuda to scan your emails.

Email Campaign

An email campaign is a sequence of email marketing messages that contacts multiple recipients at once. An email marketing campaign must include a "call-to-action" (CTA). The content and design should be such that the messages are in continuity so that you are able to build a deep relationship with your customers.

Email Service Provider (ESP)

Email Service Provider (ESP) is a company that offers email services that help email marketers send out email marketing campaigns to their subscribers. ESP helps you build your email template, manage your contact list, send your campaign and provide analytics.

Feedback Loop

An email feedback loop (FBL) is a service offered by some Internet service providers (ISPs) that report back complaints (when a subscriber hits the spam or junk button in their inbox) to the sending organization. It's provided to enables the sender to remove those email subscribers from their lists.

Hard bounce

A hard bounce is the failed delivery of an email due to a permanent reason like incorrect domain name, invalid email address, recipient is unknown, etc.

Landing Page

Landing page is a standalone webpage that can be linked from your email. Landing pages can be created to provide additional information directly related to products or services promoted in your email campaign.

List hygiene

List hygiene means periodically reviewing your contact list and removing inactive / unengaged subscribers. Periodic list hygiene helps in better engagement and subsequently deliverability rates.

List Segmentation

List Segmentation is a technique where you segment (or split) your contact list based on certain conditions.

A segmented list means relevant email campaign to specific people in an email marketing list, thereby resulting in a higher response rate.

Open Rate

The percentage of emails opened in an email marketing campaign, or the percentage opened of the total number of emails sent.


Personalization means adding elements to your email that are personalized based on the information you already know about your recipients.

Personalization can include addressing the recipient by name, reference to previous purchases, or other content unique to each recipient.

Responsive Email

A responsive email is an email that displays & functions perfectly across different devices like desktops, mobiles, tablets, etc.

Soft bounce

A soft bounce is the failed delivery of an email because of temporary reasons like a full mailbox or an unavailable server.


Email sent to someone who has not opted-in or given permission to the sender. Characteristically, spam is unwanted, unexpected email from a sender unknown to the recipient.

Spam Trap

Spamtraps are usually e-mail addresses that are created by Internet Service Providers (ISPs) and blacklist providers not for communication, but rather to lure spam. Spamtraps help them to identify spammers so they can block emails from them.


Sender Policy Framework (SPF) is an email authentication method. In simple words, it basically allows the domain owners tell the world which servers can send email on their behalf.


A whitelist is a list of 'safe' email addresses or domain names from which a spam filter will always allow delivery.