Glossary & Definitions

Every platform has its own language or tech-specific jargon. Use this list to help you navigate through our terminology!

 

Platform Terminology

Ecommerce Platform: Your online store

Call-to-Action: a piece of content intended to induce a viewer, reader, or listener to perform a desired action, typically taking the form of an instruction or directive (e.g. buy now or click here ).

Mailout: An email sent to a contact or group of contacts, either a standalone Campaign or as part of a Series

Template: An editable email design

Dynamic Tag: A code statement that refers to many individual pieces of personalized information. For example, “Hello {{ customer.name }}” refers to the first names of many different customers.

CSV: Spreadsheet file type for comma-separated values (i.e. Filename.csv)

List: A group of imported contacts

Segment: A subsection of your contacts who share a common factor (i.e. Customers from Berlin)

Campaign: A Mailout to customers offering valuable content or purchase incentive

Automated Series: A single Mailout or sequence of Mailouts set to be delivered to contacts based on an automatic trigger, such as whenever a new order is placed

Cohort: A group of people who all made their first purchase within the same month

Undeliverable: An email that has 'bounced' or was not able to reach its destination because no such email, email service, or server exist. Typos and fake emails are often Undeliverable

Unsubscribed: A customer who has opted-out of receiving emails from you has 'unsubscribed' from your list

Complained: If a customer has 'complained' this means they've marked your email as spam or junk in their email and your Mailouts will no longer reach their inbox

Clicked: Clicked refers to an email that has been both opened, and clicked on, bringing the customer to your store website

Converted: Converted refers to customers who have opened, clicked through to your website AND purchased something from your site, converting from prospects to paying customers

 

 

Customer Terminology

Mailable: Mailable refers to a customer who has agreed to accept marketing from you

Unmailable: Customers who are not "Mailable" and have unsubscribed from receiving promotional materials from you. They still appear on your total contacts, but are not able to be contacted through the platform.

Customer Quality: Categories of customers based on your store’s average spend amount per customer

Valued Customer: Customers whose total amount spent in your store makes them “average spenders”

Great Customer: Customers whose total spend amount is above the average spend amount for your store

VIP Customer: Customers whose total spend amount is significantly above the average spend amount for your store

Moderate Customer: Customers whose total spend amount is below the average spend amount for your store

Low Customer: Customers whose total spend amount is significantly below the average spend amount for your store

Prospect: A contact who has not purchased anything yet but who has signed up to receive mail or offers.

Active Customer: A customer who has purchased from you within the last six months (180 days).

Idle Customer: A customer who has not purchased anything in the last six months to one year (180-365 days).

Churned Customer: A customer who has not purchased within the last year (365 days) or more.

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