The Definitive Email E-commerce Glossary 2025

Comparing two versions of a webpage or email to determine which one performs better based on specific metrics like conversion rates or click-through rates.

Text descriptions of images in emails that display when images can't be loaded, important for accessibility and deliverability.

The systematic computational analysis of data or statistics, used to understand and optimise business performance.

A series of automated emails triggered by specific subscriber actions or events, designed to nurture leads or encourage conversions.

The average amount spent each time a customer places an order. In email marketing, understanding AOV helps tailor campaigns to encourage higher-value purchases through targeted promotions and product recommendations.

Transactions between businesses and individual consumers. Email marketing in B2C involves sending targeted campaigns directly to consumers to drive engagement and sales.

Emails triggered by a subscriber's behaviour, such as browsing history or past purchases.

The percentage of visitors who navigate away from a site after viewing only one page. In email marketing, the percentage of emails that could not be delivered to recipients' inboxes. Monitoring bounce rates is crucial for maintaining list health and deliverability.

An email that cannot be delivered and is returned to the sender, often categorized as a hard or soft bounce.

The extent to which consumers recognise and remember a brand. Email marketing enhances brand awareness by consistently delivering branded content to subscribers, keeping the brand top-of-mind.

An automated sequence targeting customers who browse products on your website but leave without taking further action. Typically consisting of 2-4 emails, this flow highlights the items they viewed and may include personalised product recommendations or user-generated content like reviews to build trust.

A U.S. law that sets rules for commercial email, establishing requirements for commercial messages and giving recipients the right to have you stop emailing them.

One-time email sends that target a specific audience or segment at a scheduled time. Campaigns are often used for announcements, promotions, product launches, or seasonal sales. Unlike flows, campaigns require manual scheduling and are not triggered by customer behaviour.

When customers add items to their shopping cart but leave the site without completing the purchase.

Enhancing the checkout process to reduce cart abandonment and increase conversion rates.

The rate at which subscribers leave your email list, including unsubscribes and bounces.

The percentage of email recipients who clicked on one or more links contained in an email.

The total revenue a business can expect from a single customer account throughout their relationship. Email campaigns can nurture customer relationships, upsell, and cross-sell to increase CLV by encouraging repeat purchases and boosting engagement.

Software that allows users to create, manage, and modify website content. Integrating a CMS with email marketing platforms enables seamless content sharing and campaign management.

Tailoring email content to individual subscribers based on their preferences, behaviours, or demographics.

The average amount of money spent each time a customer places an order on your e-commerce store. For email, the percentage of recipients who complete a desired action after clicking on a link in an email, such as making a purchase or filling out a form. Optimising conversion rates is a key goal of email marketing campaigns.

The process of increasing the percentage of website visitors who take a desired action through various strategies and testing. In email , the process of increasing the percentage of email recipients who take a desired action, such as clicking a link or making a purchase, through strategies like A/B testing and content optimisation.

Emails designed to maximise the value of a purchase by recommending complementary products (cross-sell) or higher-value alternatives (upsell). These emails can be triggered post-purchase, during the checkout process, or as part of ongoing campaigns. For example, a customer who buys running shoes might be offered socks or a premium shoe care kit. Highlighting how these additional products enhance the customer’s initial purchase creates a compelling reason to buy more.

A prompt in an email that encourages the reader to take a specific action, such as "Shop Now" or "Learn More."

The ability of an email to reach the recipient's inbox without being blocked or filtered as spam.

An email authentication method that allows the receiver to verify that an email was sent and authorised by the owner of the domain. DKIM helps ensure email security and improves deliverability by verifying the legitimacy of your emails.

An email authentication protocol that helps protect domains from email spoofing and phishing attacks. DMARC ensures that your emails are properly authenticated, helping to maintain a trustworthy sender reputation and protect your domain.

A subscription method where users confirm their email address before being added to a list, ensuring valid and engaged subscribers. Double opt-in reduces spam complaints and improves deliverability by ensuring that only legitimate subscribers are added to your email list.

A retail fulfilment method where a store doesn't keep the products it sells in stock. Instead, it purchases the item from a third party and has it shipped directly to the customer.

Brands that sell their products directly to consumers without intermediaries like wholesalers or retailers.

The amount of time a visitor spends on a webpage before returning to the search results, indicating the content's relevance and engagement.

Content that changes automatically based on user data or behaviour. Dynamic content in emails allows for personalised elements, such as displaying different product recommendations based on the recipient's browsing or purchase history.

Adjusting prices based on real-time supply and demand, competitor pricing, and other external factors.

Software that allows businesses to create and manage online stores, handling aspects like product listings, payments, and inventory management.

The use of software to send emails automatically based on predefined triggers or schedules.

The ability of an email to reach the recipient's inbox without being marked as spam.

Also known as preheader text; the snippet of text that follows the subject line in the inbox, offering a preview of the email content.

Dividing an email list into smaller groups based on specific criteria to send more targeted and relevant emails.

A metric combining various interactions like opens, clicks, and replies to gauge overall email engagement.

A company that offers email marketing or bulk email services, like Klaviyo, Mailchimp, or Sendlane.

Content that remains relevant and valuable over a long period, continuously attracting traffic and engagement.

Information collected directly from your audience or customers, used for email personalisation and segmentation.

A discount or promotion offered for a very short period to create urgency and drive quick sales.

Automated email sequences triggered by specific customer actions, events, or behaviours. Flows are designed to nurture customer relationships and guide them through the purchase journey. Examples include welcome series, abandoned cart flows, and post-purchase follow-ups. Once set up, flows run continuously, delivering personalised messages at the right time.

The bottom section of an email, often containing legal information, unsubscribe links, and contact details.

The complete process of preparing and delivering a customer's order, from inventory management to packaging and shipping.

The percentage of orders that are successfully processed and delivered to customers without issues.

The journey customers take from first discovering your brand to making a purchase, often visualized as a funnel with stages like awareness, consideration, and decision.

A comprehensive data protection law in the EU that governs how businesses collect, store, and process personal data of EU citizens.

Animated images used in emails to grab attention and increase engagement.

The total value of merchandise sold over a specific period of time through a customer-to-customer exchange site.

A financial metric indicating the percentage of revenue that exceeds the cost of goods sold, showing how efficiently a company produces its goods.

A checkout process that allows customers to make purchases without creating an account, simplifying the buying experience.

The top section of an email, often containing the logo, navigation links, and sometimes the preheader text.

A visual representation of data where values are depicted by colour, often used to show where users are clicking or how far they are scrolling on a webpage.

Products that are sold at a high price point, often requiring more deliberate marketing and sales strategies.

Marketing strategies that focus on targeting customers within a very specific geographic area, often using location-based data.

Combining online and offline sales channels to provide a seamless shopping experience across multiple touchpoints.

A strategy that involves collaborating with influential people to promote products or services to their followers, leveraging their trust and reach.

The supervision of non-capitalised assets (inventory) and stock items, ensuring that the right amount of stock is available to meet customer demand without overstocking.

Marketing strategies that focus on attracting customers through relevant and helpful content, including email.

A metric that counts how many times an ad or content is displayed to users, regardless of whether it was clicked.

A subscriber who hasn't opened or engaged with your emails over a specified period.

The process of linking together different computing systems and software applications physically or functionally, to act as a coordinated whole.

Gradually increasing email send volumes to establish a good sender reputation with ISPs when using a new IP address.

The process of creating a visual representation of the customer’s experience with a brand, from initial contact to post-purchase interactions.

Another term for spam emails, often filtered out by email clients.

A measurable value that demonstrates how effectively a company is achieving key business objectives.

The leading email marketing platform designed for ecommerce businesses, offering advanced segmentation and automation.

Words or phrases that users enter into search engines, essential for SEO and PPC campaigns to drive relevant traffic.

A centralised repository of information, guides, and resources that help customers and employees find answers to common questions.

The process businesses undertake to verify the identity of their clients, crucial for preventing fraud and ensuring compliance with regulations.

The total revenue a business can reasonably expect from a single customer account throughout their relationship.

A web page designed for a specific marketing campaign, often linked from an email to encourage a specific action.

The process of attracting and converting strangers and prospects into someone who has indicated interest in your company's product or service.

Regularly cleaning your email list by removing invalid or unengaged subscribers to improve deliverability.

Dividing your email list into smaller segments based on criteria like behaviour, demographics, or purchase history.

The detailed coordination of complex operations involving people, facilities, or supplies, crucial for efficient order fulfilment.

A rewards program offered by a company to customers who frequently make purchases, encouraging repeat business and customer retention.

An online platform where multiple third-party sellers can sell their products or services to consumers, such as Amazon or eBay.

A type of bank account that allows businesses to accept payments in multiple ways, typically debit or credit cards.

A placeholder in email templates that is replaced with subscriber-specific information, like their name or location.

A product with just enough features to satisfy early customers and provide feedback for future development.

Designing emails to render properly on mobile devices, crucial due to the high percentage of emails opened on smartphones.

The practice of using multiple channels (e.g., email, social media, PPC) to reach customers and promote products.

A type of pop-up form that offers visitors a surprise incentive, such as a discount, free shipping, or a gift, in exchange for their email address. The mystery element entices users to engage, creating a sense of excitement and increasing the likelihood of conversion. These are particularly effective during promotions or seasonal sales.

The system that allows users to move around a website, including menus, links, and buttons that guide them to different pages.

A type of advertising that matches the form and function of the platform upon which it appears, blending seamlessly with content.

A metric that measures customer loyalty and satisfaction by asking customers how likely they are to recommend a business to others.

A regularly distributed publication, generally about one main topic of interest to its subscribers, used in ecommerce for updates and promotions.

A specialised segment of the market for a particular kind of product or service, targeting a specific group of consumers.

A series of emails designed to build a relationship with leads over time.

A multichannel approach to sales that seeks to provide customers with a seamless shopping experience across all platforms, whether online or offline.

The percentage of recipients who opened your email, indicating the effectiveness of your subject line and sender name.

The process of making something as effective or functional as possible, commonly used in email, SEO and website performance.

When a user gives consent to receive emails from you, complying with regulations like GDPR and CAN-SPAM.

When a subscriber chooses to unsubscribe from your email list.

The administration of business processes related to orders for goods or services, including order placement, processing, tracking, and fulfilment.

Visitors that land on your website as a result of unpaid search results, as opposed to paid advertising.

Delegating certain business processes or tasks to external agencies or freelancers, often to save costs or access specialized expertise.

Ongoing business expenses not directly attributed to creating a product or service, such as rent, utilities, and salaries.

A type of digital marketing where advertisers pay only when specific actions (like clicks or sales) are completed.

Tailoring marketing messages and product recommendations to individual customers based on their behaviour, preferences, and data.

Ads that feature detailed information about specific products, including images, prices, and merchant names, typically displayed on search engine results pages.

A small, on-screen form that appears to visitors on a website, often used to collect email addresses or promote special offers. Pop-up forms can be triggered by various actions, such as scrolling, exiting the page, or spending a certain amount of time on the site. They’re a powerful tool for building email lists and capturing leads.

An online advertising model where advertisers pay a fee each time one of their ads is clicked, commonly used in search engine advertising.

A comprehensive list of products offered by a business, including descriptions, prices, and images, often used in online stores.

A metric used by Google Ads to measure the quality and relevance of your keywords and PPC ads, influencing ad rankings and costs.

Emails sent to inactive subscribers to encourage them to engage again or update their preferences.

The various sources from which a business earns money from the sale of goods or services.

Feedback provided by customers about their experience with a product or service, crucial for building trust and credibility.

An automated series sent after a product is delivered, encouraging customers to leave a review or share feedback. This flow usually starts with a request email a few days after delivery, followed by a gentle reminder if no action is taken. Including social proof or examples of other customer reviews can inspire recipients to contribute.

A highly targeted flow designed for products that customers regularly reorder, such as consumables or beauty items. This flow is triggered based on the average time it takes customers to use up the product. Typically consisting of 2-3 emails, the first email acts as a reminder to restock, while subsequent emails might include an exclusive discount or a subscription offer for ongoing convenience. This flow helps maintain customer loyalty and ensures repeat business.

Web design that ensures a website looks and functions well on all devices, including desktops, tablets, and smartphones.

A form of online advertising that targets users who have previously visited your website or interacted with your brand, encouraging them to return and complete a desired action.

The percentage of subscribers who remain on your email list over a given period.

Interactive content like videos, animations, and audio that engages users more effectively than static content.

The revenue generated from your email campaigns compared to the cost invested.

The practice of increasing the quantity and quality of traffic to your website through organic search engine results by optimizing website content, structure, and technical elements.

Dividing a larger audience into smaller, more targeted groups based on specific criteria. Segmentation allows you to send highly relevant emails to specific groups of subscribers based on behaviour, purchase history, or demographics, improving engagement and conversion rates.

A sequence of 1-3 emails updating customers on their order’s shipping progress. The first email typically confirms that the order has been shipped, including a tracking link and estimated delivery date. Follow-up emails might alert customers when the order is out for delivery or has been successfully delivered.

A unique identifier for each distinct product and service that can be purchased, used to track inventory and sales.

The concept that people are influenced by the actions and opinions of others, often used in marketing through testimonials and reviews.

Unsolicited or irrelevant emails sent in bulk, which can harm sender reputation.

A score that predicts the likelihood of an email being marked as spam, influenced by content and sender reputation.

A standard security technology for establishing an encrypted link between a server and a client, ensuring data transmitted remains private and secure.

A business model where customers pay a recurring price at regular intervals—monthly, quarterly, or annually—to gain access to a product or service.

The title of your email, crucial for grabbing attention and encouraging opens.

The process of making something as effective or functional as possible, commonly used in email, SEO and website performance.

A subtle, interactive pop-up that appears partially on-screen to pique the visitor’s curiosity without being intrusive. Teaser pop-ups encourage interaction, often by hinting at an exclusive offer or piece of content, leading to higher engagement and conversion rates.

The proportion of text to images in an email, affecting deliverability and load times.

Controlling the rate at which emails are sent to avoid overwhelming servers or being flagged as spam.

The visitors that come to your website. Understanding traffic sources and behaviour is crucial for optimizing marketing strategies.

The origins of your website visitors, including search engines, social media, direct visits, referrals, and paid advertising.

Emails triggered by specific user actions, such as order confirmations, shipping notifications, and password resets, essential for customer communication.

The percentage of transactional emails compared to marketing emails, important for maintaining deliverability.

Items that are currently popular and in high demand, often influenced by social media, seasonality, or market trends.

An event or action that initiates an automated email, such as a subscriber joining a list or abandoning a cart.

A legal agreement between a service provider and a person who wants to use that service, outlining the rules and guidelines users must agree to follow.

The factor or consideration presented by a seller as the reason that their product or service is different from and better than that of the competition.

A mandatory element in commercial emails allowing subscribers to opt out of future communications.

The percentage of subscribers who opt out after receiving an email, indicating content relevance and list health.

A sales technique where a seller encourages the customer to purchase more expensive items, upgrades, or additional products to increase the overall purchase value.

Content created by customers, such as reviews or testimonials, which can be included in emails to build trust.

The overall experience a user has when interacting with an email, website or application, focusing on ease of use, accessibility, and satisfaction.

The unique value that your email content offers to subscribers, encouraging them to engage and convert.

An email sent to confirm a subscriber's email address, often used in double opt-in processes.

A technology that allows customers to see how products like clothing, accessories, or makeup look on them virtually before making a purchase.

The arrangement of elements in an email to guide the reader's attention, enhancing readability and engagement.

The process of overseeing the storage and movement of inventory within a warehouse, ensuring efficient operations and accurate order fulfilment.

A structured series of emails designed to welcome new subscribers and set the tone for their relationship with your brand. This flow typically includes 3-5 steps: an initial welcome email, an introduction to your brand’s story or mission, and a showcase of your best-selling or signature products.

A flow aimed at re-engaging customers who haven’t purchased or interacted with your brand for a while. Typically consisting of 3-4 emails, the first email reminds the customer of your brand with a friendly nudge, often featuring a curated selection of popular products. Follow-up emails might include an exclusive discount or a personalised recommendation based on their past purchases.

A feature that allows customers to save items they are interested in for future reference or purchase, enhancing user engagement and sales potential.

The sale of goods in large quantities, typically to be retailed by others. In ecommerce, it involves selling products to other businesses rather than directly to consumers.

Analysing email performance compared to the same period in the previous year to assess growth.

The return or profit from your email campaigns, often assessed through metrics like ROI.

Adjusting email send strategies to maximise revenue, such as timing promotions based on customer behavior.

The process of improving the efficiency of a business's operations to maximize returns, often through data analysis and strategic adjustments.

A business model where the store does not keep goods in stock. Instead, it transfers customer orders and shipment details to either the manufacturer, another retailer, or a wholesaler, who then ships the goods directly to the customer.

Information that a customer intentionally and proactively shares with you, used for deep personalisation.

An abandoned shopping cart that remains inactive without any further engagement or recovery attempts, often requiring targeted re-engagement strategies.