Glossary
Marketing and ecommerce terms, explained for operators.
Start with a definition, then see what the term changes in real work. Every compliance page names its official sources.
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Core terms
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DMARCLearn how DMARC uses SPF or DKIM alignment and how to move from reports to enforcement without blocking legitimate senders.Email deliverabilityInbox placement and delivery outcomes.Average order valueLearn the AOV formula, see a worked calculation, and understand why revenue scope makes two tools report different results.MarginThe margin formula, its selling-price denominator, and how it differs from markup.SKUHow merchant-defined SKUs differ from globally standardized UPCs.Active contactWhy active and stored contact counts differ when comparing email platform pricing.
Full glossary
All terms, grouped by foundation
78 terms shown
29 terms
Messaging compliance
A2P 10DLCLearn who needs A2P 10DLC, what Brand and Campaign registration asks for, how fees are shaped, and when another US messaging route fits better.BIMIBIMI logo signals, DMARC enforcement, and provider scope.CAN-SPAMUS commercial-email scope, requirements, and opt-out timing.CTIA Messaging PrinciplesVoluntary CTIA messaging guidance and opt-out expectations.DKIMDKIM signing, cryptographic requirements, and alignment.DMARCLearn how DMARC uses SPF or DKIM alignment and how to move from reports to enforcement without blocking legitimate senders.Domain reputationAuthenticated-domain reputation in Google reporting.Email deliverabilityInbox placement and delivery outcomes.Express written consentConsent scope and recordkeeping boundaries.Gmail bulk sender requirementsGmail's bulk-sender scope and published authentication requirements.IP reputationSending IP reputation and its provider scope.List-Unsubscribe headerList-Unsubscribe headers and one-click boundaries.One-click unsubscribeRFC 8058 headers and endpoint requirements.RCS agentLearn what an RCS agent represents, why its declared use case matters, and what to prepare for Google's launch review.RCS for BusinessUnderstand Google's RCS for Business platform, consent and launch requirements, and why a successful launch does not mean every phone is reachable.RCS verified senderUnderstand RCS brand verification, the sender checkmark in Google Messages, and why verification and recipient permission need separate checks.Sender reputationLearn how mailbox-provider reputation evidence differs, how domain and IP scope change the diagnosis, and what to check before changing infrastructure.SMS opt-inSMS permission scope and records.SMS opt-outSMS opt-out handling and reasonable revocation methods.SMS quiet hoursRecipient-local-time boundaries in the cited US provision.Spam complaint rateProvider-scoped complaint measurements and thresholds.SPFWhat SPF authorizes and what it does not prove.Suppression listAmazon SES suppression scope and reasons.TCPATCPA scope and consent boundaries for covered messaging.Toll-free verificationTwilio US and Canada toll-free verification scope.WhatsApp 24-hour windowLearn when WhatsApp Business Platform replies need a template, which message resets the service window, and what to check before a delayed reply.WhatsApp message templateUnderstand approved WhatsApp message templates, when they are needed, and what to review before reusing one for another send.WhatsApp opt-inUnderstand WhatsApp opt-in, review how permission is collected, and check how requests to stop messages reach your sending process.Yahoo sender requirementsYahoo authentication, unsubscribe, and spam guidance.
23 terms
Email marketing
Active contactWhy active and stored contact counts differ when comparing email platform pricing.Animated GIF in emailHow to preserve meaning, fallback behavior, and motion safety in an email GIF.Apple Mail Privacy ProtectionWhat MPP hides and why recorded opens need careful interpretation.Behavioral emailHow customer events select an email without changing its consent or message-purpose rules.Dark mode emailWhat dark appearance changes in email and which contrast failures merchants should test.Email alt textHow to write useful text alternatives for informative email images.Email client compatibilityHow to preserve readable content and usable actions across inbox applications.Hard bounceWhy a permanent delivery failure should stop retries without erasing contact history.Image blockingHow to keep an email understandable when its remote images do not load.Inline CSSWhat inline styles do, what they do not guarantee, and how to use them safely.Marketing emailHow primary purpose separates promotional email from transactional email.Email open rateThe open-rate formula and the privacy limits behind a recorded open.Opted outHow an opt-out records a channel and message preference, and how it differs from deletion.Outlook renderingHow Outlook presentation differs from delivery and which message parts merchants should test.Preheader textHow preheader text supplements a subject line without becoming an accidental preview.Responsive emailHow email layouts preserve reading order and usable controls on narrow screens.Soft bounceHow temporary delivery failure differs from a permanent hard bounce and why retries need limits.Suppressed contactWhy a contact can remain stored while a policy or delivery state blocks sending.SVG in emailWhere SVG can help, why browser support is not enough, and which fallbacks matter.Transactional emailHow primary purpose separates transaction updates from promotional email.UnsubscribedHow an email unsubscribe changes marketing eligibility without automatically deleting the contact.Web fontHow downloadable fonts differ from installed fonts and why email needs fallbacks.Web-safe fontHow installed fonts and fallback stacks keep email text readable.
26 terms
Ecommerce
Average order valueLearn the AOV formula, see a worked calculation, and understand why revenue scope makes two tools report different results.BackorderHow accepted backorders differ from preorders, stockouts, and back-in-stock alerts.BOGOThe mechanics of buy-one-get-one offers, qualifying items, and reward items.BundlesHow ecommerce bundles combine pricing, component inventory, and fulfilment.CheckoutWhere ecommerce checkout starts, what it collects, and when it is complete.Cost of goods soldHow cost of goods sold feeds gross profit and why cost scope matters.Compare-at priceLearn how compare-at price drives Shopify sale display, why the reference must be genuine, and how it differs from MSRP and MAP.Cross-sellHow complementary product recommendations differ from upsells.DiscountHow ecommerce discounts differ from markdowns and what must be defined before launch.Free shipping thresholdLearn how a free shipping threshold trades delivery cost against checkout friction, how to choose an amount, and how it compares with always-free or paid shipping.Gross marginHow gross margin connects net sales, cost of goods sold, and gross profit.Keystone pricingWhat the twice-cost shortcut produces in markup and margin.Lead timeHow to define supplier or fulfilment lead time without confusing it with delivery time.Minimum advertised priceHow minimum advertised price differs from MSRP and the final selling price.MarginThe margin formula, its selling-price denominator, and how it differs from markup.MarkdownHow a markdown changes product price and differs from a conditional discount.MarkupThe markup formula, its cost denominator, and how it differs from margin.MerchandisingHow product ordering, grouping, and proof shape ecommerce buying decisions.MSRPHow manufacturer suggested retail price differs from selling price and advertised-price rules.PreorderHow preorders differ from backorders and what shoppers need to know before purchase.ROIThe return-on-investment formula and the attribution choices needed before comparing results.SKUHow merchant-defined SKUs differ from globally standardized UPCs.StockoutHow an unavailable inventory state differs from a preorder or accepted backorder.SubscriptionsHow recurring ecommerce purchases differ from repeat orders and one-time checkout.UPCHow UPC identifies a trade item and differs from a merchant's internal SKU.UpsellHow an upsell changes the shopper's current choice and differs from a cross-sell.