Double opt-in

Email subscription that requires confirmation via clicked link.

Better deliverability and engagement than single opt-in. Slightly lower signup rate offset by much higher list quality. Required in some jurisdictions (Germany, Austria).

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Open rate

Percentage of recipients who open an email.

Click-to-open rate (CTOR)

Clicks divided by opens. Measures email body quality.

Deliverability

Whether your emails actually reach the inbox versus spam.

SPF / DKIM / DMARC

Email authentication DNS records that prove you are who you say you are.

Email flow

Automated email sequence triggered by a customer action.

List segmentation

Dividing your email list into targeted subgroups.

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