Your go-to marketing glossary, where marketing terminology is finally made simple.
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Return on investment (ROI) in marketing is the measure of how much revenue a marketing campaign or programme generates relative to what it cost to run. It answers the most fundamental question any marketing budget ever faces: did we get more out than we put in? Marketing ROI, or MROI for short, is the return … Continue reading "Return on Investment ...
Lead generation is the process of attracting potential customers and capturing their contact information — so a business can nurture that interest and eventually convert it into a sale. It sits at the very top of the sales funnel, before qualification, before outreach, before any kind of closing conversation. In marketing, lead generation refers to … Continue reading "Lead ...
Inbox placement rate (IPR) is the percentage of delivered emails that land in a recipient’s primary inbox — not the spam folder, not the promotions tab, not any other secondary folder. It tells you where your email actually ended up after it was accepted by the receiving server. Inbox placement rate shows the percentage of … Continue reading "Inbox Placement ...
Blocklist status refers to whether a sending domain or IP address currently appears on one or more blocklists — databases maintained by anti-spam organisations, ISPs, and security vendors that flag sources known or suspected of sending spam, malicious content, or abusive email. An email blocklist is a real-time list of domains or IP addresses that … Continue reading "Blocklist ...
An SPF record is a DNS text entry that tells receiving mail servers which IP addresses and servers are authorised to send email on behalf of a domain. It’s the first layer of email authentication — a published list that lets any incoming mail server check whether an email truly came from a trusted source … Continue reading "SPF ...
Domain reputation is the level of trust that mailbox providers — Gmail, Outlook, Yahoo, and others — assign to a sending domain based on its long-term email behaviour. It’s the cumulative record of how emails from your domain have performed over time: how recipients engage with them, how often they’re marked as spam, how many … Continue reading "Domain ...
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 ...
