TL;DR
This glossary brings together over 80 essential B2B email marketing terms. From deliverability to authentication protocols (SPF, DKIM, DMARC), performance metrics and RGPD compliance, each definition is explained simply with concrete examples. A reference tool for marketing professionals who want to master the technical vocabulary and optimize their campaigns.
Introduction
E-mail marketing is a world full of technical terms that can confuse even the most seasoned of marketers. Between the acronyms linked to authentication, performance indicators and deliverability gobbledygook, it’s not always easy to find your way around.
Since 2002, Ediware has been helping French companies with their B2B e-mail marketing campaigns. Over the years, we’ve noticed that one thing often makes the difference between a successful campaign and one that ends up in the spam folder: mastery of technical vocabulary.
This glossary is designed to give you that mastery: it contains over 80 definitions, classified by theme. For each term, we try to explain it in simple terms, illustrate it with a concrete example and give you a best practice to remember. Whether you’re a marketing or sales manager, or the head of an SME, you’ll find here the keys to understanding and succeeding in your e-mail marketing campaigns.
Deliverability & Infrastructure
BLACKLIST
Definition: A blacklist is a list of IP addresses or domains identified as sources of spam. Email providers and spam filters consult these lists to decide whether or not to block an incoming email. There are dozens of blacklists, some of them highly influential, such as Spamhaus and Barracuda.
Example: Your email campaign suddenly shows a plummeting deliverability rate. Checking mxtoolbox.com, you discover that your sending IP has been blacklisted by Spamhaus following a spike in complaints.
Remember: regularly monitor your sending IPs with tools like MXToolbox. A blacklisted IP can ruin your performance in a matter of hours.
See also: Whitelist | Sender reputation | Spam trap
Further information The Backscatterer blacklist
BIMI
Definition: BIMI (Brand Indicators for Message Identification) is a standard that enables your company logo to be displayed next to your e-mails in the recipient’s inbox. To work, BIMI requires a strict DMARC policy and a VMC (Verified Mark Certificate) issued by a recognized authority.
Example: La Poste emails display their yellow and blue logo directly in Gmail. This immediate visibility reinforces the recipient’s trust and improves the open rate.
Remember: BIMI represents a substantial investment (certificate to be renewed every year) and is not suitable for email prospecting. In the event of spam alerts, the logo cannot be guaranteed to be displayed, particularly in Gmail.
BOUNCE
Definition: A bounce is an e-mail that has failed to deliver and returns to the sender with an error message. There are two types of bounce: hard bounce (permanent failure) and soft bounce (temporary failure). The bounce rate is a key indicator of the quality of your database.
Example: You send a campaign to 10,000 contacts. 250 emails are returned in error, representing a bounce rate of 2.5%. Of these, 180 are hard bounces (invalid addresses) and 70 are soft bounces (full boxes).
To remember: A bounce rate above 2% indicates a list hygiene problem. Clean up your database regularly to preserve your reputation as a sender.
See also: Hard bounce | Soft bounce | NPAI
DELIVERY
Definition: Deliverability measures the ability of your emails to reach your recipients’ inboxes, not their spam folders or a complete block. It depends on many factors: sender reputation, technical authentication, content quality and recipient engagement.
Example: Your emailing platform reports 95% of emails delivered. But in reality, 20% of these emails end up as spam. Your actual inbox deliverability is therefore only 75%.
Remember: An email delivered is not necessarily an email seen. The true measure of success is arrival in the main inbox.
See also: Sender reputation | SPF | DKIM
To find out more : Deliverability in B2B emailing: how to stay in the inbox
DKIM
Definition: DKIM (DomainKeys Identified Mail) is an authentication protocol that adds a cryptographic signature to your e-mails. This signature enables the recipient server to verify that the message really does come from the domain displayed, and that it has not been altered in transit.
Example: You configure DKIM for your entreprise.fr domain. Every e-mail you send now contains a unique signature. Gmail checks this signature and displays a verification checkmark, improving your deliverability.
To remember: Since February 2024, DKIM has been mandatory for sending to Gmail and Yahoo. Without it, your e-mails risk ending up in the spam folder.
See also: SPF | DMARC | Deliverability
DMARC
Definition: DMARC (Domain-based Message Authentication, Reporting and Conformance) is a security policy that tells recipient servers how to handle emails that fail SPF and DKIM checks. DMARC also enables you to receive reports on attempts to spoof your domain.
Example: You configure a DMARC policy in “quarantine” mode for your domain. Emails that fail authentication are automatically placed in spam rather than delivered as normal.
Remember: Start with a DMARC policy in “none” mode to analyze reports, then gradually switch to “quarantine” and then “reject” once your configuration has stabilized.
DNS
Definition: DNS (Domain Name System) is the Internet directory that translates domain names into IP addresses. In email marketing, your domain’s DNS records host authentication configurations (SPF, DKIM, DMARC) and tell servers where to deliver emails via MX records.
Example: When you send an email to contact@entreprise.fr, the sending server queries DNS to find the MX record for entreprise.fr and find out which mail server to route the message to.
Remember : Your DNS records must be correctly configured before sending. A DNS error can block the deliverability of all your campaigns.
See also: MX (Mail Exchanger) | SPF | DKIM
SHIPPING AREA
Definition: The sending domain is the domain name used in the sender address of your e-mails (the part after the @). This is the domain on which your sender reputation is based, and on which SPF, DKIM and DMARC authentication is configured.
Example: You send your campaigns from newsletter@votreentreprise.fr. The sending domain is yourcompany.com. The reputation of this domain largely determines your deliverability.
Remember: Avoid free addresses (gmail.com, orange.fr) for your professional campaigns: they systematically fail authentication checks. At Ediware, we offer a sender domain name dedicated to your account by default, to preserve the reputation of your main domain. We can also use your own domain name as sender, with the procedure for configuring SPF, DKIM and possibly DMARC.
See also: Sender reputation | DKIM | SPF
FEEDBACK LOOP (FBL)
Definition: A feedback loop is a mechanism by which e-mail providers (Orange, Microsoft, Yahoo…) notify the sender of e-mails marked as spam by their users. This feedback enables you to identify unhappy recipients and remove them from your mailing lists.
Example: A recipient clicks on “Report as spam” in Outlook. Thanks to Microsoft’s feedback loop, your emailing platform receives this information and automatically unsubscribes this contact from future campaigns.
Remember: sign up for feedback loops from major suppliers. It’s free and saves you from having to keep sending emails to contacts who no longer want to read you.
See also: Sender reputation | Blacklist | Deliverability
GREYLIST
Definition: Greylisting is an antispam technique that temporarily rejects an e-mail from an unknown sender. The recipient server sends back a message asking you to try again later. Legitimate servers retry and pass, while many spammers give up.
Example: Your first email to a new prospect is temporarily rejected with a code 451. Your emailing platform automatically retries the sending 15 minutes later and the email goes through without a hitch.
To remember: Greylisting can delay the delivery of your emails from a few minutes to a few hours during the first contact. A professional emailing platform automatically handles these retries.
See also: Soft bounce | Deliverability | Throttling
HARD BOUNCE
Definition: A hard bounce is an email that cannot be delivered permanently. The main causes are an invalid email address, a non-existent domain or a server that permanently rejects the message. Unlike a soft bounce, a hard bounce will never be resolved.
Example: You send an email to jean.dupont@entreprise-fermee.fr but the company has ceased trading and the domain no longer exists. Your server receives an error code 550 “User unknown”.
Remember: remove hard bounces from your list immediately. A bounce rate of more than 2% seriously damages your reputation as a sender and could get you blacklisted.
See also: Soft bounce | Bounce | NPAI
DEDICATED IP
Definition: A dedicated IP is an IP address reserved exclusively for sending your e-mails. Unlike a shared IP shared by several senders, you alone are responsible for its reputation. This is an advantage for companies sending large volumes of mail on a regular basis.
Example: Your company sends 200,000 emails a month. With a dedicated IP, your performance no longer depends on the practices of other platform users. You build your own reputation.
To remember: A dedicated IP requires a regular sending volume to maintain its reputation. Below 50,000 emails per month, a quality shared IP is often preferable. Ediware provides a pool of dedicated IPs for all accounts with a subscription.
See also: Shared IP | IP warming | Sender reputation
MUTUALIZED IP
Definition: A shared IP is an IP address shared by several senders on the same emailing platform. The reputation of this IP depends on the practices of all the users who use it. This is the standard solution for companies with moderate sending volumes.
Example: Your company sends 15,000 e-mails per month via a shared IP. The platform ensures that all users of this IP respect best practices to maintain a satisfactory collective reputation.
Remember: choose an emailing platform that is rigorous about the quality of its senders. A poorly managed shared IP can penalize your deliverability due to the bad practices of other users.
See also: Dedicated IP | Sender reputation | Deliverability
IP WARMING
Definition: IP warming is the process of gradually increasing the volume of mail sent from a new IP address. This gradual increase in volume helps to build a reputation with e-mail providers and avoid being identified as a spammer.
Example: You migrate to a new platform with a dedicated IP. Instead of immediately sending your 100,000 emails, you start with 5,000 the first week, then 15,000, then 30,000, until you reach your usual volume in 4 to 6 weeks.
Remember: Never rush the warm-up for a new IP. During this period, give priority to your most committed contacts to maximize openings and build a good reputation.
See also: Dedicated IP | Sender reputation | Deliverability
MX (MAIL EXCHANGER)
Definition: An MX (Mail Exchanger) record is a DNS entry that indicates which server is responsible for receiving e-mails for a given domain. When you send an e-mail, the sending server consults the MX records of the destination domain to find out where to deliver the message.
Example: The MX record of entreprise.fr points to mail.entreprise.fr with priority 10. All emails sent to @entreprise.fr are routed to this mail server.
Remember: A domain without a valid MX record cannot receive e-mails. When validating addresses, MX records are used to detect non-existent domains.
See also: DNS | Hard bounce | Deliverability
NPAI
Definition: NPAI stands for “N’habite Pas à l’Adresse Indiquée”. In email marketing, this term refers to invalid email addresses that generate a permanent error return. NPAIs include hard bounces: deleted accounts, non-existent domains, misspelled addresses.
Example: After a campaign, your emailing platform identifies 150 undeliverable addresses. These addresses are automatically marked as invalid and excluded from future mailings to preserve your reputation.
Remember: Extract and delete your NPAIs regularly. At Ediware, NPAI processing is automatic: addresses in permanent error are removed from your next mailings without any intervention on your part.
See also: Hard bounce | Bounce | Deliverability
SENDER REPUTATION
Definition: Sender reputation is a score assigned by email providers to your domain and sending IPs. This score, calculated from your complaint rates, bounces, recipient engagement and sending history, determines whether your emails arrive inbox or spam.
Example: Your campaigns generate a complaint rate of 0.05%, a bounce rate of 1% and a good open rate. Gmail considers you a reliable sender and places your emails in the main mailbox.
To remember: Reputations are built over the long term, but can be destroyed in a few messages. Prioritize the quality of your lists and the relevance of your messages over volume.
See also: Deliverability | Blacklist | Feedback loop
To find out more : Deliverability in B2B emailing: how to stay in the inbox
SOFT BOUNCE
Definition: A soft bounce is an e-mail that has temporarily failed to deliver. The main causes are a full inbox, a momentarily unavailable server or a message that is too large. Unlike a hard bounce, a soft bounce can be resolved on a subsequent attempt.
Example: You send an email to marie.martin@entreprise.fr, but his mailbox is full (quota exceeded). Your emailing platform receives an error code 452 and automatically retries the sending a few hours later.
Remember: Don’t immediately remove soft bounces from your list. On the other hand, an address that generates repeated soft bounces over several campaigns should be considered inactive and removed.
See also: Hard bounce | Bounce | Greylist
SPF
Definition: SPF (Sender Policy Framework) is an authentication protocol that lists the servers authorized to send e-mail for your domain. This list is published in a DNS record. The receiving server checks that the e-mail has come from an authorized server before accepting it.
Example: You set up an SPF record for yourcompany.com that authorizes Ediware servers. When Gmail receives an e-mail from your domain, it checks that the sending server is listed in your SPF before delivering it.
Remember: SPF has been mandatory since February 2024 for sending to Gmail and Yahoo. Check that your SPF registration includes all services that send emails on your behalf (emailing platform, CRM, etc.).
SPAM TRAP
Definition: A spam trap is an e-mail address created specifically to detect spammers. These addresses do not belong to any real user and cannot receive legitimate e-mails. Sending an e-mail to a spam trap signals to e-mail providers that you are using low-quality lists.
Example: You purchase an unverified database containing a spam trap address from Spamhaus. As soon as you send the first message, your IP is identified and your reputation falls drastically.
To remember: Spam traps can be found in purchased lists, old uncleaned databases and addresses collected by scraping. The only effective protection is to send only to contacts who have explicitly given their consent.
See also: Blacklist | Sender reputation | Deliverability
THROTTLING
Definition: Throttling is a technique for limiting the rate at which emails are sent. It consists in spacing out messages rather than sending them all at once. This avoids saturating recipient servers and triggering temporary blockages.
Example: You need to send 50,000 emails. Instead of sending everything in 10 minutes, your emailing platform spreads the sending out over 2 hours at a rate of 400 emails per minute, thus avoiding rejection by Microsoft or Google servers.
To remember: Throttling is particularly important for high volumes and new IPs. A professional emailing platform automatically adjusts throughput according to the responses of the destination servers.
See also: IP warming | Deliverability | Greylist
WHITELIST
Definition: A whitelist is a list of senders considered reliable and whose emails are automatically accepted. A recipient can add your address to their personal whitelist to ensure they receive your messages. Some e-mail providers also manage whitelists as part of their infrastructure.
Example: Your customer adds newsletter@votreentreprise.fr to his Outlook contacts. Your next emails escape spam filters and arrive directly in your main inbox.
Remember: Encourage your recipients to add your address to their contacts. A simple message in your welcome email can considerably improve your deliverability in the long term.
See also: Blacklist | Deliverability | Sender reputation
Here’s the second theme: Compliance & Legal (8 terms).
CAN-SPAM
Definition: The CAN-SPAM Act is the American law that has governed the sending of commercial e-mails since 2003. It imposes rules such as clear identification of the sender, the presence of a physical address, a non-misleading subject line and a functional unsubscribe mechanism within 10 days.
Example: You’re sending campaigns to American prospects. Your emails must contain your postal address and a visible unsubscribe link, or you’ll be fined up to $50,000 for each email in breach.
To remember: CAN-SPAM applies as soon as you send emails to the United States, even from France. In practice, complying with the RGPD puts you in line with most of CAN-SPAM’s requirements.
See also: RGPD emailing | Opt-out | LCEN
EXPLICIT CONSENT
Definition: Explicit consent is a clear and unambiguous authorization given by a person to receive commercial communications. Consent must be free, specific, informed and unambiguous. A pre-ticked box or silence does not constitute valid consent.
Example: On your registration form, the Internet user voluntarily checks a box with the text: “I agree to receive commercial offers from company X by e-mail”. This action constitutes explicit consent.
Remember: in B2C, explicit consent is required before any commercial message is sent. In B2B, legitimate interest may suffice if the message relates to the recipient’s professional activity.
See also: Opt-in | Double opt-in | RGPD emailing
DOUBLE OPT-IN
Definition: Double opt-in is a two-step registration process. After filling in a form, the user receives a confirmation e-mail containing a link that must be clicked to definitively validate the registration. This method guarantees that the e-mail address is valid and belongs to the person concerned.
Example: A visitor subscribes to your newsletter. He immediately receives an e-mail asking him to confirm his subscription by clicking on a link. Until he clicks, he is not added to your mailing list.
To remember: Double opt-in reduces the number of subscribers, but considerably improves the quality of your list. You avoid incorrect addresses, spam traps and malicious registrations.
See also: Single opt-in | Opt-in | Explicit consent
LCEN
Definition: The LCEN (Loi pour la Confiance dans l’Économie Numérique – Law for Confidence in the Digital Economy) is the French law of 2004 that transposes the European directive on e-commerce. In particular, it requires that the sender be identified, that the commercial nature of the message be mentioned and that it be easy to unsubscribe.
Example: Your commercial e-mails must clearly identify your company (name, address, SIREN number) and provide a functional unsubscribe link. Failure to comply with these obligations may result in sanctions by the CNIL.
To remember: The LCEN applies to all commercial emails sent from France or to French recipients. It complements the RGPD on aspects specific to electronic prospecting.
See also: RGPD emailing | CAN-SPAM | Opt-out
OPT-IN
Definition: Opt-in refers to an Internet user’s agreement to receive commercial communications. This is the fundamental principle of permission marketing: you can only send emails to people who have agreed to receive them.
Example: A visitor fills in the contact form on your site and ticks the “I’d like to receive your news by email” box. He has just made an opt-in and you can legitimately add him to your mailing list.
Remember: in B2B, opt-in is not always compulsory if you can justify a legitimate interest. But a base built on opt-in will always generate better performance than a cold prospecting base.
See also: Opt-out | Double opt-in | Explicit consent
To find out more : Emailing and data protection: it’s easy to understand
OPT-OUT
Definition: The opt-out is the mechanism that allows a recipient to unsubscribe from a mailing list. All commercial e-mails must contain a functional unsubscribe link. The unsubscribe request must be processed quickly, without conditions or obstacles.
Example: A recipient clicks on the “Unsubscribe” link at the bottom of your newsletter. They are immediately removed from your list and will no longer receive future campaigns sent to this address.
Remember: Never make it difficult to unsubscribe (no login required, no excessive delay). Difficult opt-outs generate spam complaints that are far more damaging to your reputation than a clean unsubscribe.
See also: Opt-in | Feedback loop | RGPD emailing
RGPD EMAILING
Definition: The GDPR (General Data Protection Regulation) is the European regulation that has governed the collection and processing of personal data since 2018. In email marketing, it imposes consent or legitimate interest, the right of access and rectification, and the possibility of deleting data.
Example: A contact asks you what data you hold on him and demands that it be deleted. You must be able to provide him with this information and delete his data from all your systems within a reasonable period of time.
To remember: In B2B, the RGPD authorizes prospecting without prior consent if the message is related to the recipient’s professional function. But the right to object must always be respected from the first request.
See also: Explicit consent | Opt-in | LCEN
To find out more : Emailing and data protection: it’s easy to understand
SINGLE OPT-IN
Definition: Single opt-in is a one-step registration process. The Internet user fills in a form and is immediately added to the mailing list, without a confirmation e-mail. This method is simpler, but offers fewer guarantees as to the validity of the addresses collected.
Example: A visitor enters his email address in your white paper download form. They are added directly to your database and receive the document without any additional confirmation step.
To remember: Single opt-in maximizes the number of subscribers, but exposes more people to invalid or misspelled addresses. In B2B prospecting, this is often the mode used because friction must be kept to a minimum.
See also: Double opt-in | Opt-in | Explicit consent
CTR (CLICK-THROUGH RATE)
Definition: CTR (Click-Through Rate) measures the percentage of recipients who clicked on at least one link in your e-mail, in relation to the total number of e-mails delivered. It’s a key indicator of the engagement and relevance of your content.
Example: You send a campaign to 10,000 contacts. 9,500 emails are delivered and 475 recipients click on a link. Your CTR is 5% (475 / 9,500).
Remember: In B2B, a CTR between 2% and 5% is considered correct. Above 5%, your campaign is performing well. Below 1%, review your content or targeting.
See also: CTOR | Opening rate | Conversion
CTOR (CLICK-TO-OPEN RATE)
Definition: CTOR (Click-To-Open Rate) measures the percentage of people who clicked among those who opened the email. Unlike CTR calculated on delivered emails, CTOR specifically evaluates content performance with engaged readers.
Example: Your campaign generates 1,000 opens and 150 clicks. Your CTOR is 15% (150 / 1,000). This ratio indicates that your content is converting readers into clickers.
To remember: CTOR isolates the performance of the content from that of the object. A good open rate with a low CTOR indicates disappointing content in relation to the object’s promise.
See also: CTR | Opening rate | Conversion
CONVERSION
Definition: In email marketing, a conversion is the desired action a recipient takes after clicking on your email. This action varies according to your objectives: purchase, quote request, webinar registration, document download, appointment booking.
Example: Your email campaign offers to download a white paper. Out of 200 clickers, 85 complete the form and download the document. You’ve generated 85 conversions, i.e. a conversion rate of 42.5%.
Remember: Conversion is the ultimate goal of your campaign. A good click-through rate without conversion indicates a problem on your landing page, or a mismatch between the email promise and the actual offer.
See also: CTR | Conversion rate | ROI emailing
Further information : Definition of email marketing conversion
DISASSEMBLY
Definition: Unsubscribing is the action whereby a recipient requests to no longer receive your emails. The unsubscribe rate measures the percentage of contacts who unsubscribe after a campaign. It is an indicator of the satisfaction and perceived relevance of your communications.
Example: Out of 10,000 emails delivered, 25 people click on the unsubscribe link. Your unsubscribe rate is 0.25%.
Remember: A churn rate of less than 0.5% is normal. Above 1%, you should question the frequency of sending, the relevance of content or the quality of targeting. Unsubscribing is always preferable to a spam complaint.
See also: Opt-out | Feedback loop | Opening rate
SINGLE OPENING
Definition: A single open counts each recipient who opens your e-mail, regardless of how many times they consult it. If a contact opens your email three times, this counts as one single open, but three total opens.
Example: Your campaign recorded 1,500 total opens, but only 1,200 unique opens. This means that some recipients have opened your email several times, a sign of strong interest.
Remember : Give priority to one-time opens when calculating your open rate. The ratio between total opens and unique opens can reveal particularly interesting e-mails that recipients read again.
See also: Opening rate | Tracking pixel | CTR
TRACKING PIXEL
Definition: The tracking pixel is an invisible image (usually 1×1 pixel) embedded in the HTML code of your e-mail. When the recipient opens the e-mail and loads the images, the pixel is downloaded from the server, making it possible to record the opening.
Example: Your emailing platform automatically inserts a tracking pixel in each campaign. When Marie opens your email on her computer with image display enabled, the server records this opening along with the time and IP address.
To remember: The tracking pixel only works if the recipient displays the images. With Apple Mail Privacy Protection (MPP), openings may be overestimated. At Ediware, our robot filtering system provides more reliable statistics.
See also: Opening rate | One-time opening | CTR
To find out more : Opening rates can be misleading
ROI EMAILING
Definition: ROI (Return On Investment) measures the return on investment of your email campaigns. It is calculated by comparing the revenue generated by your emails with the costs incurred (platform, creation, time spent). Emailing remains the digital marketing channel with the best average ROI.
Example: Your email campaign cost 500 euros (platform + creation). It generated 15,000 euros in sales. Your ROI is 2,900% ((15,000 – 500) / 500 x 100).
To remember: The average ROI for emailing is estimated at between 30 and 40 euros for every 1 euro invested. It’s the most profitable direct marketing channel, provided you work with a quality base.
See also: Conversion | Conversion rate | CTR
OPENING RATE
Definition: The open rate measures the percentage of recipients who opened your e-mail in relation to the number of e-mails delivered. It’s an indicator of the performance of your subject line, sender name and timing.
Example: You send a campaign to 5,000 contacts. 4,800 emails are delivered and 960 recipients open the message. Your open rate is 20% (960 / 4,800).
To remember: Since iOS 15, Apple has been preloading email images, which skews open statistics upwards. At Ediware, our filtering of bots and false opens enables us to obtain rates that are more representative of real engagement.
See also: Single aperture | Tracking pixel | CTR
To find out more : Clicking robots and false openings: the scourge that distorts your statistics
CLIC RATE
Definition: Click-through rate is synonymous with CTR. It measures the percentage of recipients who clicked on at least one link in your e-mail, in relation to the number of e-mails delivered. It’s the main indicator of the engagement generated by your content.
Example: Out of 8,000 emails delivered, 320 recipients click on a link. Your click rate is 4%.
Things to remember: The click rate is more reliable than the open rate for measuring real engagement. A click represents a voluntary action on the part of the recipient, unlike an open, which may be automatic.
See also: CTR | CTOR | Open rate
CONVERSION RATE
Definition: The conversion rate measures the percentage of recipients who have carried out the desired action (purchase, registration, download) in relation to the number of emails delivered or the number of clickers, depending on the calculation method chosen.
Example: Your campaign generates 200 clicks to your landing page. 30 visitors fill in the quote request form. Your conversion rate is 15% (30 / 200).
Remember: Clearly define your conversion objective before each campaign. Without a measurable objective, you won’t be able to assess the real performance of your e-mails beyond simple engagement metrics.
See also: Conversion | CTR | ROI emailing
DELIVERABILITY RATE
Definition: The deliverability rate measures the percentage of emails that have been accepted by recipient servers, relative to the total number of emails sent. It indicates the proportion of messages that have not generated a bounce, without guaranteeing that they will reach the inbox.
Example: You send 10,000 emails. 9,700 are accepted by the recipient servers and 300 bounce back. Your deliverability rate is 97%.
To remember: A deliverability rate of 97% or more is expected on a quality basis. Warning: a delivered e-mail may end up as spam. The deliverability rate does not measure arrival in the inbox.
See also: Deliverability | Bounce | Hard bounce
REBOUND RATE
Definition: The bounce rate measures the percentage of emails that could not be delivered in relation to the total number of emails sent. It is the inverse of the deliverability rate. A high bounce rate indicates basic quality or reputation problems.
Example: Out of 10,000 emails sent, 350 come back in error. Your bounce rate is 3.5%, which is above the acceptable threshold and requires you to clean up your database.
Remember: Keep your bounce rate below 2%. Beyond that, your reputation as a sender deteriorates. Clean up your database regularly and use an email validation service before sending.
See also: Bounce | Hard bounce | Soft bounce
A/B TESTING
Definition: A/B testing is the process of sending two different versions of an email to samples of your list to identify which performs better. The elements tested can be the subject, sender name, content, call-to-action or time of sending.
Example: You test two objects on 20% of your list (10% receive version A, 10% version B). After 2 hours, item A has been opened 25% times, compared with 18% for item B. You send version A to the remaining 80%.
Remember: test only one element at a time to clearly identify what makes the difference. A reliable A/B test requires a sufficient sample size: at least 1,000 contacts per version to obtain statistically significant results. In B2B, where volumes are lower, the use of a 1/B test is rarely wise. It’s better to send out several variants of a campaign and optimize them over time.
See also: Open rate | CTR | Object
MARKETING AUTOMATION
Definition: Marketing automation refers to the automation of repetitive marketing actions using predefined scenarios. In email marketing, this translates into emails triggered automatically according to the behavior or profile of the recipient, without manual intervention.
Example: A prospect downloads your white paper. He automatically receives a thank-you email, then 3 days later an email presenting a case study, then 7 days later a meeting proposal.
To remember: Automation enables you to maintain contact with your prospects at the right time, without mobilizing your teams. Start with simple scenarios (welcome, follow-up) before considering complex workflows.
See also: Workflow | Automated scenarios | Trigger email
DRIP CAMPAIGN
Definition: A drip campaign is a series of automated emails sent at regular intervals according to a predefined schedule. Unlike action-triggered emails, drip emails follow a fixed time sequence after an initial entry point.
Example: A new contact subscribes to your newsletter. They receive a welcome email on D+0, a presentation of your services on D+3, a customer testimonial on D+7, then a discovery offer on D+14.
To remember: Drip campaigns are effective for gradually educating your prospects. Space your mailings sufficiently to avoid saturating the recipient: an email every 3 to 7 days is a good rhythm in B2B.
See also: Email sequence | Lead nurturing | Automation
COLD EMAILING
Definition: Cold emailing involves sending an email to a prospect with whom you’ve had no prior contact. It’s a B2B prospecting technique designed to initiate a commercial relationship with companies that don’t yet know you.
Example: You identify 500 sales managers in your target sector via LinkedIn. You send them a personalized email presenting a problem they’re facing and proposing a 15-minute discussion.
To remember: B2B cold emailing is authorized in France if the message relates to the recipient’s professional function. Personalization and relevance are essential: a generic cold email always ends up in spam or the trash.
See also : Emailing B2B | RGPD emailing | Prospecting file
WELCOME EMAIL
Definition: The welcome email is the first message sent to a new contact after they’ve subscribed to your list. It’s a strategic email that lays the foundations of the relationship: it confirms registration, presents what the contact will receive and may propose an immediate action.
Example: A visitor subscribes to your B2B newsletter. He immediately receives an email thanking him, telling him how often you’ll send it, suggesting he add your address to his contacts and offering him a free guide to download.
To remember: The welcome email has the best open rates (often over 50%). Take advantage of this attention to make a good impression and encourage a first action.
See also: Automation | Trigger email | Email sequence
TRANSACTIONAL EMAIL
Definition: A transactional email is an automatic message sent following a specific action by the recipient: order confirmation, password reset, shipping notification, invoice. Unlike marketing emails, it does not require prior consent.
Example: A customer places an order on your site. He automatically receives a confirmation email with a summary of his order, then a notification email when the package is dispatched.
To remember: Transactional emails have very high open rates (60% to 80%). They represent an opportunity to reinforce your brand image and can include discreet marketing elements (complementary products, customer reviews).
See also: Trigger email | Automation | Deliverability
B2B EMAILING
Definition: B2B emailing refers to email campaigns aimed at professionals in a business-to-business context. It differs from B2C in its targets (decision-makers, professional buyers), content (more informative, ROI-oriented) and legal framework (legitimate interest possible without opt-in).
Example: You send a campaign to the CFOs of SMEs in your region to present your cash management solution. The message highlights the concrete benefits: time savings, error reduction, increased visibility.
Remember: In B2B, targeting quality takes precedence over volume. A relevant message sent to 500 good contacts generates more results than a generic email sent to 10,000 poorly qualified addresses.
See also: Cold emailing | Lead nurturing | Prospecting file
Further information Complete B2B email marketing guide
LEAD NURTURING
Definition: Lead nurturing is a strategy that involves maintaining a relationship with prospects who are not yet ready to buy, by sending them relevant content over time. The aim is to support them in their thinking until they are ripe for a sales approach.
Example: A prospect downloads a solution comparison from your website. Over the following weeks, he receives emails with case studies, customer testimonials and articles going into greater depth on the criteria for choice, right up to a demonstration proposal.
To remember: Lead nurturing is particularly effective in B2B, where decision cycles are long. Segment your prospects by maturity level and adapt content to each stage of their journey.
See also: Drip campaign | Email sequence | Scoring
NEWSLETTER
Definition: A newsletter is a periodic e-mail sent to a list of subscribers to share news, informative content or advice. It’s a loyalty-building tool that maintains the link with your audience between commercial solicitations.
Example: Every month, you send a newsletter to your 3,000 subscribers with the latest trends in your sector, a feature article from your blog and a selection of useful resources.
To remember: A good newsletter provides value before asking for something. Find the right balance between informative content and promotion. Stick to a regular frequency to create a habit among your readers.
See also: Open rate | Unsubscribe | Segmentation
AUTOMATIC RELAUNCH
Definition: An autoresponder is an email sent automatically to recipients who have not responded to a previous campaign (non-openers or non-clickers). It maximizes the impact of a message by giving it a second chance with a different subject line.
Example: You send a campaign on Tuesday. On Thursday, the contacts who didn’t open it automatically receive the same email with a new subject: “Did you miss our latest news?
To remember: Reminding non-openers can significantly increase the reach of your campaigns. Change the subject and, if necessary, the time of sending to test other approaches. Limit yourself to one reminder to avoid harassing your contacts.
See also: Automation | Opening rate | Automated scenario
To find out more : The art of automatic dunning
AUTOMATED SCENARIO
Definition: An automated scenario is a series of marketing actions (emails, SMS, tasks) that are triggered automatically according to predefined conditions: contact behavior, date, score, or segment membership. This is the heart of marketing automation.
Example: A contact clicks on a “rates” link in your newsletter. This click triggers a scenario: a pricing brochure is sent on D+1, an alert is sent to the sales rep on D+3 if there is no opening, then an appointment is proposed on D+7.
Remember: Start with simple, linear scenarios before adding conditional branches. A scenario that is too complex becomes difficult to maintain and optimize.
See also: Automation | Workflow | Trigger email
EMAIL SEQUENCE
Definition: An email sequence is a series of emails sent in a defined order, usually a few days apart. It can be temporal (drip) or behavioral (triggered by actions). Sequences structure the communication path with your contacts.
Example: Your onboarding sequence includes 5 emails: welcome (D+0), presentation of the platform (D+2), advice on getting started (D+5), case study (D+10), support proposal (D+15).
Remember: each email in the sequence must have a clear objective and provide value. Analyze the open and click-through rates of each email to identify weak links for optimization.
See also: Drip campaigns | Lead nurturing | Automation
TRIGGER EMAIL
Definition: An email trigger is a message sent automatically following a specific action or event: registration, click, cart abandonment, birthday, inactivity. The trigger can be behavioral, temporal or linked to profile data.
Example: A prospect consults the presentation page of your premium offer three times without requesting a demo. This behavior triggers the automatic sending of an email proposing an exchange with an advisor.
To remember: Trigger emails are sent when the contact is most receptive, which explains their excellent performance. Identify your prospects’ key behaviors and create appropriate triggers.
See also: Automation | Automated scenario | Transactional email
DOMAIN WARM-UP
Definition: Domain warm-up is the process of gradually establishing the reputation of a new sending domain with e-mail providers. As with IP warming, it involves gradually increasing volumes to build up a reliable sender image.
Example: You create a new newsletter.votreentreprise.fr domain for your campaigns. For the first few weeks, you send to your most committed contacts, in increasing volumes, before expanding to your entire base.
Remember: A new domain with no history is considered suspicious by spam filters. Warm-up is essential to prevent your first mailings from ending up as spam.
See also: IP warming | Sending domain | Sender reputation
WORKFLOW
Definition: In marketing automation, a workflow is a sequence of automated actions represented visually in the form of a diagram. It defines triggering conditions, actions to be executed, waiting times and conditional branches based on contact behavior.
Example: Your lead qualification workflow includes: enter by downloading content → wait 3 days → test “opened the email?” → if yes, send webinar invitation → if no, send reminder with new angle.
To remember: A good workflow must have a clear input, simple conditions and a defined output. Document your workflows and review them regularly to adapt them to your changing objectives.
See also: Automation | Automated scenarios | Lead nurturing
ALT TEXT
Definition: alt text is a textual description associated with an image in the HTML code of your e-mail. This text is displayed when images are blocked by the e-mail client, enabling readers to understand the image content without seeing it.
Example: Your email contains an image of your new product. You add the alt text “New inventory management solution – Simplified interface”. If images are disabled, the recipient will see this text instead of the image.
Things to remember : Many e-mail clients block images by default. A well-written alt text encourages the recipient to display images and improves the accessibility of your emails for the visually impaired.
See also: HTML email | Responsive email | Call-to-action
CALL-TO-ACTION (CTA)
Definition: The call-to-action (or CTA) is the element in your email that prompts the recipient to perform an action: click on a button, download a document, request a quote, register. It’s the conversion point of your message, the one to which all the content should lead.
Example: At the end of your email introducing a new feature, an orange button reads “Request a demo”. This CTA is visible, self-explanatory and clearly indicates what will happen on click.
Remember: An effective email contains only one main CTA. Use an action verb, create a visual contrast with the rest of the message and place your CTA above the waterline so that it’s visible without scrolling.
See also: Conversion | CTR | Click-through rate
RESPONSIVE EMAIL
Definition: A responsive email is a message whose layout automatically adapts to the size of the screen on which it is viewed. Whether the recipient opens the email on a computer, tablet or smartphone, the content remains legible and the buttons clickable.
Example: Your newsletter displays two columns on the computer. On mobile, these columns are automatically stacked into a single one to make reading easier and avoid the recipient having to zoom or scroll horizontally.
Worth remembering: More than half of all emails are opened on mobile devices. A non-responsive email generates immediate deletions and damages your image. Ediware offers over 120 ready-to-use French responsive templates.
See also: HTML email | Template email | Preheader
To find out more : Responsive emailing: the essential advantages of our software
HEADER
Definition: The header of an e-mail is the upper part of the message, generally visible before scrolling. It typically contains the company logo, a link to the web version of the message and sometimes a navigation menu. It’s the first visual element the recipient sees.
Example: Your newsletter header displays your logo on the left, the issue date in the center and a “View in Browser” link on the right. This zone remains identical from one campaign to the next, to create a recognizable visual identity.
Remember: Keep your header compact so that the main content appears quickly. Avoid headers that are too high and force the recipient to scroll before seeing your message.
See also: Footer | Template email | Preheader
FOOTER
Definition: The footer is the area at the bottom of your email containing mandatory information and utility links: company contact details, unsubscribe link, link to privacy policy and possibly links to social networks.
Example: Your footer displays your company name, postal address, an “Unsubscribe” link, a “Manage my preferences” link and your company’s LinkedIn and Twitter icons.
To remember: The footer is not only a legal obligation, it’s also a reassuring space. A physical address and complete contact details reinforce the recipient’s confidence and improve your deliverability.
See also: Header | Opt-out | LCEN
HTML EMAIL
Definition: An HTML email is a message formatted using HTML language, allowing the integration of elaborate layouts, images, colors and clickable buttons. It is the standard format for marketing emails, as opposed to plain text emails.
Example: Your promotional campaign uses an HTML template with your graphic charter: header logo, product images, colored buttons for CTAs and structured footer.
To remember: HTML email has its constraints: not all email clients interpret the code in the same way. Use an editor that generates code compatible with the main webmails and e-mail programs to avoid display problems.
See also: Plain text | Email responsive | Template email
SUBJECT LINE
Definition: The subject of an e-mail is the line of text that appears in the inbox before the message is opened. It’s the decisive element in the open rate: in a few words, it must capture attention and make you want to read the rest.
Example: To announce a new feature, rather than a generic “June Newsletter” object, you opt for “Save 2 hours a week with our new dashboard”.
To remember: A good subject line is short (40 to 50 characters to be visible on mobile), specific and benefit-oriented. Avoid spam words (free, urgent, promotion) and A/B test several versions to identify what works with your audience.
See also: Opening rate | Preheader | A/B testing
To find out more : How to write high-impact, high-performance email subject lines
PERSONALIZATION
Definition: Personalization consists in adapting the content of an email according to known data about the recipient: name, company, business sector, purchase history, behavior. It ranges from a simple first name in the subject line to fully dynamic content based on the profile.
Example: Your email starts with “Hello Jean-Pierre” and reads “As Sales Director at Dupont SA, you are undoubtedly confronted with…”. These elements are inserted automatically thanks to the personalization variables.
To remember: Personalization significantly improves open and click rates. With Ediware, you have standard variables (%name%, %firstname%) and 24 free variables to personalize your messages in the body, subject, URLs and sender name.
See also: Segmentation | Object | A/B testing
PLAIN TEXT
Definition: A plain text email is a message with no HTML formatting: no images, no colors, no buttons. It resembles a manually typed email and is displayed identically on all email clients.
Example: Your prospecting email is deliberately plain text: a few short paragraphs, a simple signature and a link to your calendar. This format gives the impression of a personal message rather than mass communication.
To remember: Plain text is particularly effective in B2B prospecting, where it passes spam filters better and appears more authentic. Previously, it was recommended to include a plain text version of your HTML emails for email clients that did not display HTML. Ediware’s emailing software manages this functionality, although it is no longer essential.
See also: HTML email | Cold emailing | Deliverability
PREHEADER
Definition: The preheader is the text that appears next to or below the object in the inbox. It’s an extension of the subject line that adds context and encourages opening. Without a preheader, the email client displays the first few words of the email content.
Example: Your subject is “Your invitation to the March 15th webinar”. Your complete preheader: “Places limited – Reserve your free access now”. The recipient sees these two elements before even opening the email.
Remember: Don’t leave the preheader to chance. A well-written preheader can increase your open rate by 10-15%. Limit it to 40-70 characters so that it displays fully on mobile.
See also: Object | Opening rate | Header
To find out more : Beyond the object: why the pre-header makes all the difference
TEMPLATE EMAIL
Definition: An email template is a reusable layout model that defines the visual structure of your campaigns: logo placement, content zones, button style, footer. It guarantees the consistency of your visual identity from one campaign to the next.
Example: You create a template for your monthly newsletters with a fixed header, three flexible content zones and a standard footer. Each month, you simply replace the content without redesigning the layout.
To remember: A good template is responsive, compatible with all major email clients and easy to modify. At Ediware, our editor offers over 120 French responsive templates and lets you create your own customized templates.
See also: Responsive email | HTML email | Header
PREVIEW TEXT
Definition: Preview text is synonymous with preheader. It refers to the short snippet of text visible in the inbox before the email is opened, just after the subject line. The term is sometimes used to refer specifically to what the recipient sees, as opposed to the preheader’s technical code.
Example: In the Gmail inbox, the recipient sees: “Ediware – Your invitation to the webinar… Places are limited – Reserve now”. The first part is the subject line, the second is the preview text.
Remember: Always optimize your preview text to complement the subject line. These two elements form a duo that determines whether the recipient opens or ignores your email.
See also: Preheader | Object | Opening rate
Here’s the sixth and final theme: List Management & Data (13 terms).
EMAIL DATABASE
Definition: An email database is the set of email addresses and associated information (name, company, function, history) that you use for your campaigns. It’s the most valuable asset in your email marketing strategy: its quality directly determines your performance.
Example: Your database contains 15,000 B2B contacts, each with email address, surname, first name, company, job title, sector of activity, registration date and engagement history (opens, clicks).
To remember : A database naturally degrades by 20 to 30% per year (job changes, company closures). Maintain it regularly by deleting inactive persons and validating addresses before sending them out.
See also: List hygiene | Cleaning | Segmentation
CLEANING (LIST CLEANING)
Definition: List cleaning consists of removing invalid, inactive or high-risk addresses from your database: hard bounces, obsolete addresses, potential spam traps, contacts that have been inactive for a long time. It’s an essential hygiene operation to maintain your deliverability.
Example: Before a major campaign, you run your database of 20,000 contacts through a validation tool. Result: 1,500 invalid addresses are identified and removed, saving you from a catastrophic bounce rate.
Remember: Clean up your database at least once a year, and systematically before using an old or purchased list. At Ediware, our CleanMyList service allows you to validate your addresses and obtain a quality score for each contact.
See also: Email validation | List hygiene | Hard bounce
DEDOUBLING
Definition: Deduplication is the process of identifying and removing duplicate email addresses from your database. The same contact, present several times, receives your duplicate campaigns, generating annoyance and unsubscribes.
Example: You merge two prospect files from different trade shows. The deduplication identifies 450 contacts present in the two files and retains only one occurrence of each address.
Remember : Deduplication must be performed each time new contacts are imported. At Ediware, duplicates are automatically detected when CSV files are imported into the platform.
See also: Importing contacts | Email database | List hygiene
DATA ENRICHMENT
Definition: Data enrichment consists of filling in the missing information on your contacts from external sources: adding telephone number, job title, sector of activity, company size. This additional data enables better segmentation and personalization.
Example: Your database contains only the emails of your contacts. By using an enrichment service, you can retrieve the following information for 70% of them: company name, workforce, NAF code, telephone number and LinkedIn profile.
To remember : Enrichment improves your targeting and personalization capabilities. At Ediware, our DataProspectsdatabase enablesyou to enrich your files with French company data, updated daily.
See also: Segmentation | Personalization | Prospecting file
PROSPECTING FILE
Definition: A prospecting file is a list of contacts you haven’t collected yourself, purchased or rented from a B2B data provider. It enables you to reach new targets who don’t yet know you, and to feed your sales pipeline.
Example: You’d like to prospect the IT managers of industrial SMEs in the Paris region. You purchase a file of 2,000 qualified contacts with email, telephone and company details.
Remember : The quality of your prospecting file determines your results. Check data freshness, collection sources and RGPD compliance.
See also: Cold emailing | B2B emailing | Email validation
LIST HYGIENE
Definition: List hygiene refers to all practices aimed at maintaining a clean, high-performance email database: bounce removal, inactive removal, deduplication, address validation. Good list hygiene preserves your reputation as a sender.
Example: Every quarter, you review your database, deleting hard bounces, deactivating contacts inactive for 12 months, and checking questionable addresses via a validation service.
To remember: List hygiene is not a one-off chore, but an ongoing discipline. Integrate these practices into your routine: automatic processing of bounces, reactivation campaigns for inactives, validation before each important mailing.
See also: Cleaning | Email validation | Sender reputation
IMPORT CONTACTS
Definition: Importing contacts is the process of loading a recipient file into your emailing platform. This stage generally includes column mapping (correspondence between the fields in the file and those in the platform), format validation and duplicate detection.
Example: You export 500 new leads from your CRM in CSV format. You import this file into Ediware, indicating that column A corresponds to the email address, column B to the name, column C to the company name, and so on.
Remember : Always check your file format before importing (UTF-8 encoding, semicolon separator for French CSVs). With Ediware, import automatically validates addresses and detects duplicates with your existing database.
See also: Deduplication | Email database | Email validation
MAILING LIST
Definition: A mailing list is a group of contacts grouped together to receive the same communication. You can create several lists to suit your needs: customers, prospects, partners, newsletter subscribers. Each contact can belong to one or more lists.
Example: You manage three separate lists: “Active customers” (2,000 contacts), “Qualified prospects” (5,000 contacts) and “Webinar subscribers” (800 contacts). Some contacts belong to more than one list, depending on their history with your company.
Remember: Structure your lists logically and keep them up to date. Too many lists becomes unmanageable, too few prevents fine-tuning. Find the right balance according to your activity and types of communication.
See also: Segmentation | Email database | Contact import
SCORING
Definition: Scoring is a technique that assigns a score to each contact in your database, based on their profile and behavior. This score reflects the contact’s level of interest or maturity, and enables you to prioritize sales actions or adapt communications.
Example: Your scoring system assigns points according to actions: +10 for an email open, +25 for a click, +50 for a white paper download, +100 for a contact request. Leads exceeding 150 points are passed on to sales.
To remember: Scoring is particularly useful in B2B, where sales cycles are long. It enables you to focus sales efforts on the most committed contacts, and automate the nurturing of others.
See also: Lead nurturing | Segmentation | Automation
SEGMENTATION
Definition: Segmentation consists of dividing your contact base into homogeneous groups according to defined criteria: demographic data, business sector, purchasing behavior, email engagement. This enables you to send more targeted, and therefore more effective, messages.
Example: Rather than sending a single email to your entire database, you create three segments: “SME industry” (message focused on productivity), “ETI services” (message focused on ROI), “Key accounts” (message focused on personalization). Each segment receives tailored content.
To remember: A segmented email generates on average 50% more clicks than a mass email. Start with simple segmentations (sector, size, commitment) before refining with behavioral criteria.
See also: Customization | Mailing list | Scoring
To find out more : Segmentation in marketing: capitalizing on the advantages and mitigating the drawbacks
SUPPRESSION LIST
Definition: A suppression list (also known as a “push list”) groups together email addresses to be systematically excluded from your mailings: unsubscribers, spam complaints, RGPD requests, hard bounces, forbidden contacts. This list is automatically consulted before each campaign to avoid sending to these addresses.
Example: A contact requests the deletion of his data in accordance with the RGPD. His address is added to your push list. Even if this address reappears in a prospecting file, it will automatically be excluded from your mailings.
To remember : The opt-out list is an essential legal and technical protection. It prevents you from sending to contacts who have explicitly refused your communications or who would harm your deliverability.
See also: Opt-out | RGPD emailing | Hard bounce
EMAIL VALIDATION
Definition: Email validation is the process of checking whether an email address is valid, active and capable of receiving messages. It comprises several levels of control: syntax, domain existence, MX server verification, detection of disposable addresses and spam traps.
Example: Before sending a campaign to a new file of 5,000 contacts, you run the addresses through a validation service. Result: 4650 valid addresses, 200 invalid, 100 at risk and 50 disposable addresses to exclude.
Remember: Email validation is a worthwhile investment: it prevents bounces that damage your reputation. At Ediware, our CleanMyList.email service exploits the history of billions of mailings to assign a quality score (0-100) to each address.
See also: Email verification | Cleaning | Hard bounce
EMAIL VERIFICATION
Definition: Email verification is synonymous with email validation. It refers to all the checks carried out to ensure that an e-mail address is valid and can receive messages. The term “verification” is sometimes used to designate real-time checks during form entry.
Example: On your registration form, real-time email verification immediately detects typing errors. If a visitor types “jean.dupont@gmial.com”, the system suggests the correction “gmail.com” before validation.
Remember: Integrate email verification into your forms to avoid collecting incorrect addresses from the outset. It’s more efficient than cleaning up your database after the fact. Our CleanMyList service offers a real-time verification API.
See also: Email validation | Cleaning | Importing contacts
