Emarsys Glossary

A

A/B Testing

What is A/B testing? A/B testing is a method of experimentation used by marketers to compare two versions of a variable such as a web...

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Abandoned Browse

What is abandoned browse? Abandoned browse is a marketing tactic typically used to target customers who browse products online but don’t add them to their...

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Abandoned Cart

What is abandoned cart? “Abandoned cart” refers to instances where customers add items to an online shopping cart, but abandon the transaction before completing checkout....

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AI Insights

What are AI insights? AI insights are a set of tools and techniques used to gain insight from data using artificial intelligence (AI). AI insights...

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Average Order Value

What is Average Order Value (AOV)? AOV is a measure of the average dollar amount customers spend per purchase in a given retail or e-commerce...

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B

Behavioral Signals

What are behavioral signals? Behavioral signals refer to the marketing data collected on a customer’s interactions with a brand, including their website visits, purchases, and...

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Buying Journey

What is the buying journey? The buying journey is the process that customers go through when they make a purchase. It encompasses all of the...

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C

Channel

What is a channel in marketing? Marketing channels are the pathways through which goods, products, services, and information are transferred from producers to consumers. They...

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Churn

What is churn? In business and marketing, churn (sometimes referred to as attrition) is the rate at which customers stop doing business with a company....

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Control Group

What is a control group? In marketing, a control group is a subset of an audience or customer base used to gauge the effectiveness of...

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Conversion

What is conversion? Conversion, as it is defined in marketing, is the point at which the recipient of a marketing message ( email, digital ad,...

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Cross-Channel Marketing

What is cross-channel marketing? Cross-channel marketing is a type of marketing that uses multiple channels, both online and offline, to reach and engage with customers....

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Cross-Channel Messaging

What is cross-channel messaging? Cross-channel messaging is a marketing strategy that involves sending messages to customers across multiple channels, such as web, email, mobile apps,...

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Cross-Sell

What is a cross-sell? A cross-sell is a sales tactic used by businesses to encourage customers to purchase an additional product or service that is...

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CSAT

What is CSAT? CSAT stands for customer satisfaction. Customer satisfaction is the level of contentment that a customer feels after encountering a product or service....

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Customer Behavior

What is customer behavior? Customer behavior is a combination of the actions and decision-making processes of consumers in response to a product, service, or brand....

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Customer Engagement Marketing

What is customer engagement marketing? Customer engagement marketing is the practice of creating meaningful interactions between a brand and its customers. This can include tactics...

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Customer Engagement Platform

What is a Customer Engagement Platform? A Customer Engagement Platform is a solution used by marketers to unify sales, product, and behavioral data, enable 1:1...

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Customer Experience

What is customer experience? Customer experience (or “CX”) refers to the overall interaction a customer has with a company and its products. It’s shaped by...

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Customer Journey

What is a customer journey? A customer journey is the route a customer takes with a company from initial contact through to first purchase, active...

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Customer Lifecycle

What is the customer lifecycle? The customer lifecycle is the stages a customer goes through from becoming aware of a product or service to becoming...

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Customer Lifecycle Management

What is customer lifecycle management? Customer lifecycle management (CLM) is a strategy for managing customer relationships, focusing on a customer’s entire journey with a business...

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Customer Lifecycle Marketing

What is customer lifecycle marketing? Customer lifecycle marketing is a marketing strategy that focuses on creating personalized and targeted experiences for customers at each stage...

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Customer Lifetime Value

What is customer lifetime value? Customer lifetime value (CLV) is a metric that estimates the total amount of revenue or profit a business is expected...

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Customer Loyalty

What is customer loyalty? Customer loyalty is the long-term commitment of customers to continually purchase from, and stay loyal to, a specific brand. It involves...

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Customer Obsession

What is customer obsession? Customer obsession is a business mindset focused on putting the customer at the center of every aspect of the business, including...

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Customer Onboarding

What is customer onboarding? Customer onboarding is the process of introducing a new customer to your brand and ensuring they are able to use the...

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Customer Retention

What is customer retention? Customer retention focuses on providing quality customer service, encouraging repeat purchases, and improving customer loyalty to reduce churn. Ultimately, customer retention...

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Customer Segmentation

What is segmentation? Segmentation is the process of breaking down a market into manageable, distinct groups of customers who share similar characteristics or needs. Customer...

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D

Data Silo

What is a data silo? In marketing, a data silo is where customer, product, or sales data is stored in isolated systems or databases within...

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Deep Learning

What is deep learning? Deep learning is a branch of machine learning that uses artificial neural networks to model complex systems and relationships. It’s become...

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Deep Linking

What is deep linking? Deep linking is the practice of linking to a specific piece of content, located either in-app or on a website. Website-to-website...

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Dynamic Segmentation

What are dynamic segments in marketing? Dynamic segmentation is a marketing practice that involves dividing your customer database into different groups (or segments) based on...

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E

E-commerce Email Marketing

What is e-commerce email marketing? E-commerce email marketing is a form of digital marketing that uses emails to reach potential customers and promote products or...

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E-commerce Marketing

What is e-commerce marketing? E-commerce marketing is the process of driving traffic to an online business or e-commerce website with the goal of generating leads,...

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Email Automation

What is email automation? Email automation is a process of automatically sending emails in response to certain predetermined activity or behavior triggers. It enables companies...

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Email Automation Strategy

What is an email automation strategy? An email automation strategy is a marketing technique built around emails that are programmed to automatically send when a...

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Email Deliverability

What is email deliverability? Email deliverability is the process of ensuring that emails sent from an email sender to a recipient are delivered successfully. The...

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G

Geofence

What is geofencing? Geofencing is a location-based technology that enables users to draw virtual boundaries around an area. It relies on GPS, RFID, and WiFi...

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Google Analytics

What is Google Analytics? Google Analytics is a free web analytics tool offered by Google that helps track and report website traffic. It provides insights...

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H

Hard Bounce

What is a hard bounce? A hard bounce is an email that cannot be delivered to the intended recipient. This happens when a user’s mailbox...

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I

In-App Messages

What are in-app messages? In-app messages are notifications that appear within a mobile app while it is being used. These messages can be personalized and...

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K

Key Performance Indicators (KPIs)

What are Key Performance Indicators (KPIs) Key Performance Indicators (KPIs) are measurable values that help businesses track and evaluate their progress towards achieving specific goals....

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M

Marketing Automation

What is marketing automation? Marketing automation is the process of leveraging technology automate, optimize and track marketing activities in order to optimize operational efficiency, improve...

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Marketing Campaign

What is a marketing campaign? A marketing campaign is an organized effort to promote a product, service, or cause. It typically involves creating content and...

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Mobile In-App

What is mobile in-app? Mobile in-app is a form of mobile marketing that uses overlay, in-line, or inbox messages to serve personalized content based on...

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Mobile Marketing

What is mobile marketing? Mobile marketing is a type of digital marketing that involves creating and delivering promotional messages to potential customers via mobile devices...

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Mobile Marketing Automation

What is mobile marketing automation? Mobile marketing automation is the use of technology such as Customer Engagement Platforms (CEPs) to automate and streamline mobile marketing...

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Multi-Channel

What is multi-channel? “Multi-channel” is an approach to marketing that engages customers across multiple channels, such as in-store, website, social media, and mobile app. It’s...

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O

Omnichannel Engagement

What is omnichannel engagement? Omnichannel engagement is the practice of interacting with customers across multiple channels, such as in-store, online, email and mobile. This multifaceted...

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Open-Time Content

What is open-time content? Open-time content is content that is updated in real-time as soon as a user opens a message. It’s commonly used by...

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P

Personalization

What is personalization? Personalization in the context of marketing is the process of tailoring content and communication to individual customers based on their interests, preferences,...

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Personalized Marketing

What is personalized marketing? Personalized marketing allows marketers to create customized messages for different audiences or segments of their customer base in order to foster...

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Point Of Sale

What is a point of sale? Traditionally, a Point of Sale (POS) referred to the checkout counter in a retail store —- it was a...

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Post-Purchase Upsell

What is a post-purchase upsell? A post-purchase upsell is a marketing tactic where a business offers customers additional products or services after they have already...

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Predictive Analytics

What is predictive analytics? Predictive analytics is a form of data analysis that uses statistical models and machine learning techniques to identify patterns in large...

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Predictive Intelligence

What is predictive intelligence? Predictive intelligence is the use of data, algorithms, and machine learning techniques to analyze patterns and make predictions about future events...

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Predictive Segmentation

What is predictive segmentation? Predictive segmentation is a platform capability used to predict the future behavior of a customer with high certainty based on their...

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Progressive Profiling

What is progressive profiling? Progressive profiling is a technique used to ensure data accuracy and completeness by gradually asking users more detailed questions over time...

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Purchase Frequency

What is purchase frequency? Purchase frequency is the average rate at which customers buy products from a company during a certain period of time. It...

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Push Messaging

What is push messaging? Push messaging is a form of communication used by marketers to send targeted, time-sensitive messages to their audience via web or...

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Push Notifications

What are push notifications? A push notification is an effective tool for marketers to engage audiences with special offers, reminders, and updates. By sending out...

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R

Relationship Marketing

What is relationship marketing? Relationship marketing is a strategy that focuses on creating long-term customer loyalty to increase sales. It seeks to foster an emotional...

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Repeat Customer

What is a repeat customer? A repeat customer is someone who has made multiple purchases from the same company or brand. A customer becomes a...

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Repeat Purchase

What is a repeat purchase? Repeat purchase is the act of making multiple purchases from the same brand. It is generally seen as an indication...

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Retail Email Automation

What is retail email automation? Retail email automation is a marketing strategy that uses automated email campaigns to engage with retail customers in real-time. It...

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Retargeting

What is retargeting? Retargeting is an online advertising tactic that helps businesses keep their brand in front of users who have previously visited their website,...

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Retention

What is retention? Retention in marketing is the process of converting a single-time customer into a returning, and eventually, loyal customer. This is an important...

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Retention in E-Commerce

What is retention in e-commerce? Retention in e-commerce refers to a brand’s ability to retain customers and prevent them from churning, defecting to a competitor...

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S

Single Customer View

What is a single customer view? A single customer view (SCV) is a unified, 360-degree view of a customer and their data, including all interactions,...

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Stickiness

What is stickiness in marketing? Stickiness in marketing refers to a marketing campaign’s ability to make a lasting impression on potential customers. It’s a measure...

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T

Tech Stack

What is a tech stack? A tech stack is a combination of tools, software, and technologies used by a company to support the running of...

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Tiered Loyalty Program

What is a tiered loyalty program? A tiered loyalty program is a rewards system that assigns customers different levels of status and corresponding benefits based...

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Transactional Messaging

What is transactional messaging? Transactional messaging is a type of automated communication typically delivered in real-time to a customer via email or SMS in response...

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U

Upsell

What is an upsell? Upselling is a sales strategy used to encourage customers to purchase an upgraded version of an item they are already considering...

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User Profile

What is a user profile? Understanding the characteristics and tendencies of a user base is essential for any successful business strategy. By studying data collected...

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W

Web Channel

What is a web channel? Web channels are used by marketers to display personalised content on their websites based on real-time customer behaviour and engagement....

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Web Messaging

What is web messaging? Web messaging refers to a variety of messages that users receive via a brand’s website. Web messaging typically falls into one...

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Webhooks

What are webhooks? A webhook is an automated message sent from an application when a specific event occurs. It contains a message or payload that...

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White Label

What is white labeling? White labeling is a process where one business — “Business A” — produces a product or service that is sold under...

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Win Back

What is win back? “Win back” is a marketing strategy used to re-engage and reactivate customers who have stopped buying from a business. The goal...

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#

1:1 Personalization

What is 1:1 personalization? 1:1 personalization is an approach to marketing in which relevant messages or experiences are tailored specifically to each customer on a...

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