Creator email marketing glossary
40 terms defined — from open rate and deliverability to platform fees and monetisation.
A/B Testing
Sending two variants of an email to compare performance.
Automation Sequence
A pre-built series of emails triggered by subscriber actions or tags.
Bounce Rate
The percentage of emails that could not be delivered to the recipient's mailbox.
Click-Through Rate (CTR)
The percentage of delivered emails that receive at least one link click.
Content Upgrade
A bonus resource offered within a specific piece of content in exchange for an email.
Conversion Rate
The percentage of visitors who complete a desired action (e.g. subscribe).
CPM
Cost per mille — price per 1,000 ad impressions or email opens.
Custom Domain Sending
Sending emails from your own domain (you@yourdomain.com) instead of a platform domain.
Deliverability
The ability of your emails to reach subscribers' inboxes rather than spam folders.
DKIM
DomainKeys Identified Mail — cryptographic signature verifying email authenticity.
DMARC
Policy telling ISPs how to handle emails that fail SPF or DKIM checks.
Double Opt-In
A signup process requiring email confirmation before a subscriber is added to your list.
Email Authentication
Technical standards (SPF, DKIM, DMARC) proving your emails are legitimate.
ESP (Email Service Provider)
The platform that sends, stores, and manages your email list and campaigns.
Lead Magnet
A free resource offered in exchange for an email signup.
List Churn
The rate at which subscribers leave your list through unsubscribes and bounces.
List Growth Rate
Net new subscribers per period after accounting for unsubscribes and bounces.
List Hygiene
Regular cleaning of inactive, bounced, and invalid subscribers from your list.
Newsletter Landing Page
A dedicated page designed to convert visitors into email subscribers.
Newsletter Monetisation
Generating revenue from your email list through multiple income streams.
Newsletter Sponsorship
A paid placement where a brand pays to appear in your newsletter.
Open Rate
The percentage of delivered emails that subscribers open.
Paid Newsletter
A newsletter where subscribers pay for premium content access.
Paid Subscription MRR
Monthly recurring revenue from paid newsletter subscriptions.
Platform Fee
The percentage a newsletter platform takes from your paid subscription revenue.
Preheader Text
The preview snippet shown after the subject line in most email clients.
Programmatic Ads
Automated ad placements filled by an ad network without manual sponsor deals.
Re-engagement Campaign
Emails targeting inactive subscribers before removing them from your list.
Referral Program
A system where subscribers earn rewards for referring new subscribers.
Segmentation
Dividing your list into groups based on behaviour, tags, or attributes.
Send Time Optimization
Choosing when to send emails for maximum open and click rates.
Sender Reputation
A score ISPs assign based on your sending history and subscriber engagement.
Single Opt-In
Adding subscribers immediately after signup without email confirmation.
Spam Complaint Rate
The percentage of recipients who mark your email as spam.
SPF
Sender Policy Framework — DNS record authorising which servers can send email for your domain.
Subject Line
The headline of your email — the primary driver of open rate.
Subscriber Lifetime Value (LTV)
The total revenue a subscriber generates over their entire time on your list.
Tags
Labels applied to subscribers for segmentation and automation triggers.
Unsubscribe Rate
The percentage of recipients who opt out after receiving an email.
Welcome Sequence
An automated series of emails sent to new subscribers after signup.