Digital Marketing Glossary




An email autoresponder is a form of marketing automation software that automatically sends an already-prepared email to contacts on your mailing list. The sending of the email is triggered when contacts fulfill certain predefined conditions that can either be characteristic (e.g. date of birth) or behavioral (e.g. contact fills in a subscription form).

A/B Testing

A/B testing in marketing terms is a technique that consists of showing differing elements of the same campaign (e.g. an email campaign with two different subject lines) to different user groups in order to determine which version/approach brings better results and higher engagement from the target group.



An email blacklist (or ‘blocklist’) is a collection of domains and/or IP addresses blocked from sending emails to email users because of spam activity. There are different kinds of blacklists including internal ones run by webmail providers (Gmail, Outlook, etc.), external ones run by security companies (Proofpoint, Barracuda, Cloudmark, etc.), and finally, those managed by non-profit organizations (Spamhaus, SURBL, etc.).

Bulk Email Service

A bulk email service is a company that lets its customers send bulk email campaigns to different lists of recipients. A bulk email service will charge its customers based on criteria such as number of emails sent or number of contacts stored. Brevo is a bulk email service and also provides a bulk email server. Feel free to check out our pricing plans.


Bulk Email Software

Bulk email software refers to software that has been specifically designed for the optimal sending of bulk emails to different recipient lists. Brevo, Mailgun, Mailerlite, Convertkit, Constant Contact (and Constant Contact alternatives) are all examples of bulk email software.

Learn more



Chat refers to the conversation window that appears when someone visits your website. It allows the visitor to communicate directly with a company representative.


CRM (Customer Relationship Management) refers to the software system used to store and manage all information concerning your customers and leads.



Email deliverability refers to an email’s capacity to be successfully delivered to a contact’s inbox without being filtered out as spam by email clients.

Deliverability services

Some companies are offering email deliverability services in order to improve email deliverability and sender reputation. Such services can include IP warming and dedicated consultancy.

Double Opt-in

Double opt-in is a system for adding new contacts to your email list that involves collecting an email address through a signup form and sending a confirmation email to that address in order to validate the contact information before adding it to the list. This is also an opportunity to confirm subscriber consent which is an important aspect of GDPR-compliancy.


Ecommerce email strategy

An ecommerce email strategy is plan for managing and getting maximum value out of email marketing for your ecommerce store. Ecommerce emails fall into two main categories: promotional email campaigns to subscribers (newsletters, abandoned cart emails, welcome emails, etc.) and transactional emails (order confirmations, shipping notifications, etc.).

Check out Brevo’s ecommerce email marketing software.

Email marketing

Email marketing is the act of targeting consumers with a commercial message through email with the goal of driving sales, increasing customer loyalty, or communicating important information. It’s a form of direct marketing that, in the past, was commonly used to target mass groups of people. However, modern email marketing is based on the priciples of consentsegmentation, and personalization.

Email campaign software

Email campaign software is software used to manage, send, and track email marketing campaigns. Brevo, Mailchimp, and Mailchimp alternatives are all examples of email campaign software.

Email footer

The email footer (or email signature as it’s also called) sits at the bottom of your email.

Email Marketing Software

Free ISPs (Internet Service Providers) like Gmail and Outlook aren’t designed for mass email sends. When sending bulk email campaigns or large volumes of transactional emails over email API, you need to use a dedicated email marketing software, like Brevo, which actively monitors its email servers to ensure the best possible email deliverability.


Enterprise email marketing software is for large businesses and typically has different features and specifications compared to a small business solution.

Email Blast Service

An email blast service, also known as a bulk email service, is a company that lets its customers send ’email blasts’ (i.e bulk email or mass email campaigns) to different list of recipients.

Email Subject Line

An email subject line is the first line of text a recipient sees in the inbox before opening an email. For inspiration on how to write a good subject line, check out this list of the best email subject lines.




Holiday marketing

Holiday marketing is the creation of campaigns via different channels, based around specific holidays, primarily in the end-of-year and Christmas period. It normally involves promoting special seasonal offers to maximize revenues around the event.


Inbound Marketing

Inbound marketing is a marketing strategy that consists of attracting leads through high quality content assets (blog articles, whitepapers, webinars, etc.). The technique works by means of a ‘pull’ method whereby leads are pulled towards you rather than forcing unsolicited advertising material upon them.


Landing Page

A Landing Page is a webpage designed to receive visitors having clicked on a link from another page or marketing campaign. The role of the landing page is to present a product/service and encourage the visitor to carry out a specific action (e.g. a purchase or an email signup) in response to a call to action.

Learn more

Lead scoring

Lead scoring is the process of assigning a “score” to each one of your contacts that reflects their conversion potential and level of interest in your business. This score can be used to qualify leads for marketing messages or sales outreach.

Live chat

Live chat is a software that appears as a chat widget on your website and lets you communicate directly with site visitors. You can let them initiate a chat if they need help or you can reach out manually or automatedly in order to achieve specific goals, e.g. let them know about a promotion.


Marketing Automation

Marketing automation refers to the automation of marketing campaigns in response to predefined ‘trigger’ conditions based on user behavior. Once a condition has been fulfilled, the marketing automation workflow is set in motion. An example of this is a website visitor subscribing to your email newsletter and being sent an automated welcome email.

Learn more

Mass Email

Mass email (also known as bulk email) refers to the sending of a commercial email to a large group of recipients. Mass emails are often unsolicited and therefore get marked as spam by email clients.



A newsletter is an email that’s sent on a recurring basis to a list of subscribers. It can be a promotional email designed to highlight the latest newsletter from a brand and/or its products, or it can contain editorial content. Need inspiration? Check out these newsletter examples.


Onboarding email

An onboarding email is sent straight after a new customer buys a product or – more often – signs up to a service. Onboarding emails are used to welcome new customers, educate customers on how to use a product/service, cross-sell/upsell other offerings.


Preview Text

The email preview text is a short message that displays below the subject line in many email clients, such as Gmail and Outlook. It’s the teaser that gives more info about the email.


Reactivation email

A reactivation email, or re-engagement email, is sent to try and re-engage inactive subscribers – contacts who are no longer interacting or interacting less with your email campaigns.

RSS campaigns

RSS emails are automatic email updates sent to subscribers whenever new content is published on a website or blog.



List segmentation refers to the process of dividing an email contact list into smaller “segments” according to certain shared characteristics. This enables email marketers to create more targeted and relevant content based on the interests of each segment.

Learn more

Brevo Academy

Brevo Academy is an email marketing course that teaches email marketing from the ground up. It includes a free email marketing certification to add to your CV and LinkedIn profile.