All Collections
Glossary of Terms
Glossary of Terms

Learn the common terms used in email marketing

Paulius avatar
Written by Paulius
Updated this week

24-hour performance is an interactive campaign activity report provided by Omnisend. It reflects the number of opens and clicks of an email campaign during its first 24 hours.

Abandoned cart email. Once a customer leaves a cart with products and does not complete a purchase, Omnisend sends an email reminder. It can be a single email or a sequence of multiple emails.

API key is an application programming interface for developers. It is a way for systems to connect with one another using code and API requests. You can easily generate Omnisend APIs to integrate your account with other services.

Automation is a type of marketing tool which empowers online retailers and marketers to smartly manage multiple email workflows according to customer behaviour. Omnisend automated workflows can be found under the Automation tab. They are more relevant than promotional newsletters and that is why they generate more revenue.

Birthday Email. An automated eCommerce workflow according to which an email with special offers is sent to customers on their birthday (optional).

Bounce. Bounces are undelivered emails that the email client has sent back. Bounces can be either soft or hard.

Campaign Booster is a feature that automatically segments and sends a repeated newsletter to those who did not open or click on the initial email and did not buy anything. This is an ideal way to give a second chance to your campaign by changing the subject line and sending it once again.

Campaign. An email you send to your subscribers. Each bulk email that is sent to a segment is considered a separate campaign. Unlike an advertising campaign which can include a lot of marketing activities and last for months, Omnisend's campaigns occur only once.

Cancellation Confirmation. Automated email that allows you to reach out to your customers when they have cancelled an order and you want to inform them that their action has been received and completed.

Clickmap. A clickmap enriches delivery reports with a visual view of the clicks on your newsletter.

Click Rate. The click rate of your campaign indicates the proportion of subscribers who have clicked on any of the links included in your email.

Credits. You use as many email credits as you have subscribers for your email campaigns. Also, you need them for your eCommerce workflows. Welcome email, Abandoned Cart, and other automated emails use email credits as well.

DMARC. Domain-based Message Authentication, Reporting and Conformance standard. This has been developed in order to defend email users from receiving a large amount of spam and phishing messages. Applying this policy means that emails from, and (the entire list of domains is available here) can be sent using only their original servers. Learn more about DMARC.

DNS Record. Domain Name System is a naming system that designates domain names and maps them to IP addresses.

Domain Keys. An email authentication system that is designed to verify the DNS domain of the sender to prove message integrity.

Email Builder. Omnisend Email builder allows you to quickly add, delete, duplicate, and move content blocks/Items in your campaign layout by dragging and dropping the elements wherever needed.

Email Campaign Wizard. The wizard guides you through the different steps to create and send your email campaigns: define campaigns information, choose a template, simply add products and other content, and send or schedule emails.

Email Client. A web application or desktop program that displays and manages your emails. Gmail, Apple Mail, Outlook, and AOL are a few examples of popular email clients.

ESP. An Email Service Provider, like Omnisend or MailChimp, is a company that provides bulk email services and email marketing tools.

Export. Omnisend has added an “Export” option so that you can easily export your contacts with all their data in a .xls format file.

Gift Box. A content block available for our Standard and Pro plans' users which allows you to treat your customers with a special offer/price in an attractive and interactive way. 

Import. You can import your contacts to Omnisend segments in a few different ways.

Integration. This refers to automatically syncing client data to Omnisend from another software platform or application.

ISP. An Internet service provider (ISP) is a company that provides customers with Internet access.

Non-subscribers. Visitors of your online shop who have interacted with it (e.g. tried to make a purchase) but haven't opted in to receive your promotions.

Open Rate. The open rate of a campaign shows how many recipients have opened the email. Learn more about Omnisend reports.

Opt-in. The act of someone giving permission to be added to a mailing list. Opt-in can be either single or double. A single opt-in is when a subscriber submits his/her email address into the signup form and gets onto the contact list. A double opt-in requires the subscriber to click on a confirmation link in a follow-up email after they submit their information through a signup form.

Order Confirmation. An automated email sent to your customers after a purchase is made and the order has been confirmed. It allows you to contact your customers with information about their order like a product(s) purchased, price, billing and shipping details, etc. 

Order Follow-up Email, a.k.a. Thank-you Email. This email belongs to automated eCommerce workflows. It is sent automatically once your customer meets this email condition, i.e. immediately after the purchase, or one year after the purchase.

Plain Text Campaign. This is an email that does not contain any images, rich text formatting, or links.

Pop-up is a popular signup form, which pops-up on the customer’s screen asking them to signup and usually includes a discount, free shipping or other incentives. On Omnisend it may appear according to certain defined conditions. Learn more.

Preheader is a text that follows the subject line when an email is previewed in a subscriber's inbox. A preheader is often a call to action or teaser of the email content.

Preview. An option in the Campaign Editor that shows how your campaign will appear on a desktop or mobile device.

Product Picker. This is a unique Omnisend's feature that saves you a lot of time. It allows you to pick products for your newsletter while just browsing your online store. A system automatically adds them and complements them with pictures, descriptions and pricing.

Re-activation Email. This kind of email is sent to recently inactive customers to remind them about your brand and encourage them to purchase. Re-activation emails usually use incentives - free shipping, personal discounts, etc. Also, they work best when sent in a series of three emails.

Reports. In the Reports tab, you will find all your email campaign reports as well as automated workflow reports: opens, clicks, number of orders, revenue per email campaign, device reports, etc. Reports are also available for our Signup forms. Learn more about Omnisend reports.

Sales generated. Sales graphs indicate the number of sales generated per campaign and the number of orders placed. Omnisend tracks sales from each newsletter and shows them next to opens and clicks, so you can get a full view of the results.

Scheduled Emails. When an email campaign is built and tested, you can schedule it to be sent thereafter. In the last step of Email Campaign Wizard, set up the date and time when it should be sent and Omnisend will take care of it. All scheduled campaigns can be found in Campaigns tab -> Scheduled.

Scratch Card. This is a unique feature available only in Omnisend. Using scratch card lottery you can entertain your subscribers and double or even triple your click rate.

Segment. A collection (list) of email addresses in Omnisend maintained in the Audience tab, that is defined by a set of conditions, e.g., everyone that has ever purchased a product, opened a specific email, etc. A segment will grow as new people meet the conditions, learn more here

Sender ID. Sender ID verifies the sender’s identity using the From: or Sender: header fields. It is simply a different way to identify the legitimacy of a sender.

Sender’s Email Address. The sender’s email address is what recipients see in the From field of your email campaigns. It also serves for replying to any emails or bounce messages and receiving test emails.

Shipping Confirmation. It is an Automated email sent to the customers when the status of their order has been changed to Shipped. 

Signup Forms. These are different forms where your online store visitors can subscribe to your newsletter. It can be a Signup box, Landing page, Pop-up, etc. Learn more.

Spambot. It is a program designed to collect or harvest, e-mail addresses from the Internet in order to build mailing lists for sending unsolicited e-mail, also known as spam. Later on, these illegally acquired email addresses might be pushed through one of your signup forms for your campaigns and result in very poor metrics.

Spamtrap. Spamtraps are usually email addresses that are created not for communication, but rather to lure spam. To make sure your list is clean of spam traps, do not upload any purchased or illegally acquired contact lists.

Store settings. In store settings you can easily set up your contact information and Sender’s email, adjust language and translations, find your integrations and API keys, etc.

Subscribers. Website visitors, customers, or social media fans that have expressed an interest in receiving your promotional newsletters by submitting their email addresses into your Signup form.

Suspension. A temporary hold on sending campaigns placed on an Omnisend account due to compliance-related issues.

Template. An HTML file that serves as a starting point for a new campaign. This is like a container for the campaign's content where the design layout and content reside.

Total Clicks. You can see the total as well as a unique number of clicks on the Clickmap. The number of total clicks identifies the overall number (unique and multiple) of contact clicks on the links in the campaign, i.e. if the contact clicks on the three different links, it will count as three total clicks and only one unique click.

Tracking button. A feature which allows you to include the tracking number in your Shipping confirmation emails so your customers will be able to follow the location and status of their shipped order. 

Welcome Email. This kind of email belongs to automated email workflows. They are sent to new subscribers automatically once they submit their email addresses into Omnisend Signup forms.

Wheel of Fortune. Interactive Signup form which is available for our Standard and Pro users and gives the opportunity to ask your clients to become subscribers in a fun way by making them play and get a price in return for their email address. 

Workflow. Automated email workflows allow you to set up an email or series of emails that are sent to your customers according to their activities in your store (e.g., abandoned cart).

Did this answer your question?