Targeting is an advanced email marketing tactic to avoid "spray and pray" email techniques that are neither relevant nor efficient. Targeting is a way of selecting a portion of your mailing list based on demographic or behavioral criteria. It could be coupled with personalization tactics to develop a one-to-one dialogue with your client base.

A template is a file that serves as a starting point for a new email campaign. The template is a pre-formatted email message with pre-defined blocks (banner, logos, images, text, buttons, header, and footer).

A necessary step before sending an email campaign. A test message should be sent to an internal seed list so as to check formatting or copy errors, validate that links work, and correct issues related to deliverability.

The sum of all clicks regardless of whether they are unique or repetitive clicks.

A link within an email that contains special code behind it so that it can be tracked for the purposes of reporting and performance analysis. Tracking a link results in the collection of information such as:
- How many times it was clicked?
- What time of day it was clicked?
- Which link was the most clicked?

This is the process of measuring behavioral activities related to an email campaign e.g. number of opens, click-through rate, and conversion rate.

Emails that are sent to users who have signed up for a service. The primary goal of transactional emails is not to advertise, but rather, to serve as a confirmation (e.g. confirmation of an order, shipment notification). A transactional email is any single email sent automatically by an email sender to one single email address, the content is relevant and integrate personalized information (account number, order details, shipment id, etc.).