The words in the dashboard.
- LIST or AUDIENCE: your subscribers
- SEGMENT: a defined subset of the list
- CAMPAIGN or BROADCAST: a one-off message sent to a list or segment
- AUTOMATION or FLOW: messages triggered by an action
- DOUBLE OPT-IN: requiring confirmation before adding a subscriber
- BOUNCE: a message that could not be delivered
- HARD BOUNCE: permanent, the address does not exist
- SOFT BOUNCE: temporary, such as a full mailbox
- OPEN RATE: proportion who opened, increasingly unreliable
- CLICK RATE: proportion who clicked a link
- CLICK TO OPEN: of those who opened, how many clicked
- CHURN: subscribers lost over a period
- COMPLAINT RATE: proportion marking the message as spam
- DELIVERABILITY: whether messages reach the inbox
- SENDER REPUTATION: your history as judged by receiving providers
- WARM-UP: gradually increasing volume from a new sender
- MERGE FIELD: a placeholder replaced with subscriber data
- PREVIEW TEXT: the line shown beside the subject
- SUPPRESSION LIST: addresses that must not be sent to
- TRANSACTIONAL: triggered by an action, not marketing
WHICH MATTER MOST
Deliverability, bounces and complaints. Those three determine whether anything else applies.
