Resources / Glossary
The email intelligence dictionary.
Every term you'll meet in Breaker, in deliverability standards, and in the wider craft of email, defined plainly, with the practice behind the jargon.
A7 terms
A/B testingA/B testing, also known as split testing, compares two newsletters or variations of elements, such as…Alt TextAlt text is the descriptive text assigned to images within an email that appears when the image cannot be…AMP for EmailGoogle's framework for interactive emails. It allows actions like filling forms or viewing carousels inside…AnalyticsAnalytics, in regards to your Breaker account, refers to the process of collecting, reviewing, and…APIAn API, short for application programming interface, serves as a software-based communication bridge between…AudienceYour audience encompasses all of the subscribers or contacts in your Breaker account. Audience is also the…AutomationsAutomations, also referred to as workflows, flows, or journeys are trigger-to-action sequences that can be…
B4 terms
Best practicesIn terms of email marketing, best practices are effective guidelines, strategies, and methodologies for…Blacklist / BlocklistA list of IPs or domains flagged for sending spam. Being listed can block or filter your emails. Good sending…Bounce rateThe percentage of emails that fail to deliver. Includes hard and soft bounces, which can happen for several…BouncesBounce, bouncing, and/or bounces generally refer to an undelivered email that is returned to the sender's…
C14 terms
Call to action (CTA)A button, link, or phrase that drives readers to act. Examples: "Buy now" or "Read more." In email…CampaignAn email campaign in an Email Service Provider (ESP) refers to a single, configured send of an email or…Campaign editorIn your Breaker account, the Campaign Editor is used to create newsletters/posts and other content while on…CAN-SPAMCAN-SPAM, short for Controlling the Assault of Non-Solicited Pornography And Marketing, is a U.S. law…CCPA (California Consumer Privacy Act)A California law that protects consumer data. It gives residents rights to know, delete, and opt out of their…Churn rateThe percentage of subscribers lost over time. Includes unsubscribes and inactive users. A high rate signals…Click rateClick rate refers to the percentage of recipients who clicked on one or more links in an email or newsletter.…Click through rate (CTR)CTR, or click through rate, is a metric that measures the effectiveness of an email by calculating the…ContactsContacts, also known as subscribers, are the members of your audience, each identified by an email address…ContentContent generally refers to the different elements of an email campaign or newsletter including the copy or…Conversion rate (CVR)The percentage of subscribers who take a desired action after clicking an email. It shows campaign impact on…CPC (Cost Per Click)CPC is a pricing model where advertisers pay only when a reader clicks on their ad in the newsletter. It…CPM (Cost Per Mille)CPM (Cost Per Mille) is a pricing model where advertisers pay a fixed rate for every 1,000 impressions (email…Custom fieldsCustom fields are user-defined data points stored within an Email Service Provider (ESP) to personalize and…
D7 terms
DeliverabilityIn the context of email communications, deliverability pertains to an ESP's capacity to successfully deliver…Delivery rateThe percentage of emails accepted by recipient servers. Calculated as delivered emails divided by total sent;…DKIMDKIM (DomainKeys Identified Mail) is an email authentication method that uses cryptographic signatures to…DMARCDMARC (Domain-based Message Authentication, Reporting, and Conformance) is an email security protocol that…Double opt-inA signup method where users confirm twice. They enter their email, then click a link in a confirmation email.…Drip CampaignA series of automated emails. They go out based on time or user behavior to guide subscribers through a…Dynamic contentDynamic content refers to elements within an email that change based on specific criteria or user behavior.…
E6 terms
Email authenticationEmail authentication is a set of techniques and protocols used to verify the legitimacy of an email sender's…Email clientEmail client is a term for the software that people use to view and interact with their emails, like Gmail or…EngagementEngagement refers to the interaction and response levels that your audience has with the emails they receive…Engagement scoreA composite metric ranking subscribers by activity. It combines opens, clicks, and recency to guide targeting.ESPAn ESP, or email service provider, is a company or platform that offers email marketing services to…ExportExport or exporting refers to the process of extracting data or information from an email marketing platform…
F2 terms
G2 terms
H2 terms
I6 terms
ImportImport or importing is the process of transferring external content, such as subscriber lists, images, or…Inactive subscriberA user who stops opening or clicking emails for an extended period. Keeping too many hurts engagement and…Inbox placementA measure of where your emails land: inbox, spam, or promotions. It's more useful than delivery rate for…IntegrationsIntegrations create the ability for Breaker to connect and work seamlessly with other third-party tools,…IP addressAn IP address, short for Internet Protocol address, is a unique numerical label assigned to devices connected…ISPAn ISP, or internet service provider, refers to a company or organization that provides access to the…
L2 terms
M5 terms
Manage preferencesManage preferences refers to the act that subscribers can take to opt in or out of specific email categories,…MigrationSimilar to importing content, migrating or migration refers to the process of transferring external content,…MonetizationMonetization involves generating income from your unique content or audience, often through methods like…MTA (Mail Transfer Agent)Software that sends and routes email between servers. It handles the transfer of outgoing messages across the…MX recordA DNS record that tells the internet where to deliver incoming emails for a domain. It points to the domain's…
O3 terms
Open rateThe percentage of delivered emails that are opened. It measures subject line strength and subscriber…Opt inThe process a subscriber takes to join a mailing list, meaning an individual has agreed to receive emails…Opt outThe process a subscriber takes to unsubscribe from receiving email communications from a particular…
P8 terms
Partner ProgramA signature Breaker affiliate promotion that allows you to earn commission of revenue by introducing new…Permission-based sendingPermission-based sending refers to the practice of sending marketing communications only to individuals who…PersonalizationPersonalization is the customization of email content based on individual recipient data such as name,…Plain text versionA text-only version of an email. It is sent with HTML as a fallback for simple or secure viewing.Preference centerA page where subscribers manage choices. They pick topics, email frequency, or types of communication.Preheader textThe short summary that appears after the subject line in inbox previews. It can boost open rates when well…PTR record (Reverse DNS lookup)A DNS entry that maps an IP address to a domain. It helps confirm sender identity and improve deliverability.PublicationA publication is broader than a newsletter. It typically refers to a person (or team) creating digital…
R7 terms
Re-engagement campaignA set of emails aimed at winning back inactive subscribers. Often includes special offers or reminders to…RenderingHow an email looks in different clients or devices. Good design ensures consistent display everywhere.Responsive designEmail design that adjusts for screen size and device. Ensures readability on phones, tablets, and desktops.…RetargetingEmailing subscribers based on their past activity both in and outside the inbox. For example: Emailing…Revenue per email (RPE)The average money earned from each email sent. Calculated by dividing revenue by the total emails delivered.…Revenue Per Recipient (RPR)A metric that shows the average revenue earned per email recipient. It’s calculated by dividing total…RSS feedAn RSS, or rich site summary, feed is a format used to publish frequently updated content by websites, blogs,…
S10 terms
SafelistSafelisting involves explicitly granting authorization to a designated domain and sending IP. This practice…Seed listA list of test email addresses. Marketers use it to check if emails land in the inbox, spam, or promotions…SegmentsSegments are a Breaker audience management tool that groups your subscribers based on their attributes and…SendersA common Breaker term for users who send out newsletters and are actively using the platform.SMTP (Simple Mail Transfer Protocol)The protocol email servers use to send messages across the internet. Core to email delivery.Spam trapAn email address set up by ISP s or blocklist providers to catch spammers. Sending to one can damage your…SPFSPF, or sender policy framework, is an email authentication protocol that creates the ability to specify…Subject lineThe text displayed at the top or beginning of an email, providing a concise summary and preview of the…Subscribe formsSubscribe forms allow you to create and embed email forms on external websites where visitors can subscribe…SubscribersSubscribers are the contacts in your audience that have opted in to receive email communications from you.…
T5 terms
TemplateA pre-designed layout for emails. It helps keep style and branding consistent across campaigns. Duplicating a…ThrottlingControlling the speed of email delivery. It limits how many messages go out at once to avoid ISP rate limits.TLS (Transport Layer Security)Encryption used when email travels between servers. It protects data in transit and builds trust with ISPs.…Transactional emailSystem-generated emails tied to an action. Examples are receipts, shipping notices, or account updates.…Triggered emailAn automated email sent after a subscriber action. Examples include welcome emails, cart reminders, link…
U2 terms
W3 terms
WebhooksWebhooks act as virtual notifications between applications that are triggered by an event, like when you want…Welcome emailA welcome email is the first message sent to a new subscriber upon signing up for a newsletter. It serves to…WhitelistApproval given to an IP, domain, or sender. It allows emails to bypass spam filters. Often set by recipients…
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