Your go-to marketing glossary, where marketing terminology is finally made simple.
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Revenue per email (RPE) is the average amount of money a single email generates — calculated by dividing the total revenue from a campaign by the number of emails sent. It’s one of the most direct ways to connect email activity to business outcomes, translating sends into dollars rather than engagement signals. Revenue per email … Continue reading "Revenue Per ...
Segment performance is the measurement of how different audience groups — defined by shared characteristics, behaviours, or attributes — respond to marketing campaigns, content, or business initiatives compared to each other and to the overall baseline. Segment performance analysis is the systematic evaluation of how different customer or audience segments respond to marketing campaigns, content, … Continue reading "Segment ...
List growth rate is the percentage at which an email subscriber list expands — or contracts — over a set period of time. It accounts for both sides of the equation: the people joining and the people leaving. The result is a single number that reflects the actual net health of your list, not just … Continue reading "List Growth ...
Customer growth rate is the percentage change in a company’s total customer base over a defined period of time. It tells you whether you’re gaining more customers than you’re losing — and how quickly. Customer growth rate refers to the speed at which you acquire new customers for your product or company. A positive growth … Continue reading "Customer Growth ...
Upsell rate is the percentage of customers who purchase a higher-value version of a product — or upgrade their existing plan, tier, or package — compared to what they initially bought or considered. It measures how often a business successfully moves a customer up, not just sideways. The upsell rate reflects the effectiveness of sales … Continue reading "Upsell ...
Spam complaint rate is the percentage of email recipients who mark a message as spam or junk. It’s one of the few email metrics that works against you — and one of the most consequential ones to let slip. Spam complaint rate is the percentage of email recipients who report your email as spam — … Continue reading "Spam Complaint ...
Cross-sell rate is the percentage of customers who purchase an additional, complementary product alongside — or following — their original purchase. It’s the metric that tells you how well a business is turning a single transaction into a broader one. The cross-sell rate is the percentage of customers who purchase additional products or services that … Continue reading "Cross-Sell ...
The lead-to-customer conversion rate is the percentage of leads that ultimately become paying customers. It sits at the intersection of marketing and sales — capturing the full journey from initial interest to closed deal — and is one of the most direct measures of how well that journey actually works. The lead-to-customer conversion rate is … Continue reading "Lead-to-Customer Conversion ...
Email response rate is the percentage of sent emails that receive a reply. It’s a direct measure of how many people actually wrote back — not just opened, not just clicked, but responded. And that distinction matters more than it might seem. Email response rate refers to the percentage of people who reply to your … Continue reading "Email Response ...
A product-qualified lead (PQL) is a user who has tried a product — usually through a free trial or freemium plan — and demonstrated through their actual behaviour that they’re likely to become a paying customer. Not because they downloaded a whitepaper. Not because they match a demographic profile. Because they used the product and … Continue reading "Product-Qualified ...
