Glossary
The vocabulary of list intelligence.
Every term, defined in plain language, with the parts vendors usually skip.
Audience segmentation
Splitting one list into the several audiences it actually contains.
Avatar profile
The composite portrait of a segment.
Bounce rate
The share of sends that come back undeliverable.
Content direction
The editorial bet each send makes.
Data freshness
Enrichment has a shelf life.
Disposable email
Ten-minute inboxes people use to get past your form.
Email enrichment
Adding professional context to a bare address.
Email validation
Checking whether an address can actually receive mail.
Engagement tier
Core, active, casual, dormant — behaviour, bucketed honestly.
Identity resolution
Turning an email address into a known person.
List decay
Your list rots ~2% a month even if you do nothing wrong.
Lookalike audience
People who resemble your best existing people.
MX record
The DNS record that says where a domain's mail goes.
Open rate
Useful trend, terrible truth.
Revenue attribution
Connecting money to the marketing that produced it.
Role account
info@, sales@, team@ — addresses owned by a function, not a person.
Sender reputation
The credit score mailbox providers keep on your domain.
Suppression list
The people you must not email.