Your go-to marketing glossary, where marketing terminology is finally made simple.
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A DKIM record is a DNS text entry that stores a public cryptographic key — used by receiving mail servers to verify that an email genuinely came from the claimed domain and hasn’t been tampered with in transit. It’s one of the three pillars of email authentication, sitting alongside SPF and DMARC. DKIM, which stands … Continue reading "DKIM ...
A DMARC record is a DNS text entry that tells receiving mail servers what to do with emails that fail authentication checks — and where to send reports about those failures. It’s part of the foundation of email security and deliverability, sitting above two other authentication protocols it depends on: SPF and DKIM. DMARC, which … Continue reading "DMARC ...
IP reputation is the level of trust that inbox providers — Gmail, Outlook, Yahoo, and others — assign to the IP address a business uses to send emails. It’s not a visible label or a public score your subscribers ever see. It’s a behind-the-scenes signal that determines whether your emails land in the inbox, get … Continue reading "IP ...
Email client share is the breakdown of which email applications — Gmail, Apple Mail, Outlook, Yahoo Mail, and others — your subscribers are using to open and read your emails, expressed as a percentage of total opens. It’s an audience composition metric, not a campaign performance metric. Rather than telling you how an email performed, … Continue reading "Email Client ...
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 ...
