MailBlue Glossary

In this article, you will find the various concepts within the MailBlue software, as well as those related to 'email marketing' in general. This will help you better understand the program.

Abandoned cart (verlaten winkelwagentje) When customers place an item in a shopping cart, they may forget to complete the purchase. To prevent this, you can send a (personalized) automatic reminder via email about the shopping cart. This is called an abandoned cart email.

A/B split test

With an A/B split test, you can test different campaigns within your contacts. Some of your contacts receive version A and some receive version B. This allows you to determine which campaign performs best based on the percentage of contacts clicking on a link, making a purchase, filling out a form, etc.

Affiliate marketing

Affiliate marketing is a marketing partnership program. As a MailBlue affiliate, you receive a 35% fee for one year on the accounts you bring to MailBlue. Additionally, you gain access to training videos and promotional materials. Affiliate marketing is a popular way for companies to build their customer base and increase brand awareness.


This stands for 'alternative text' and is added to an HTML code. It describes an image or page.

Anchor link (anker link)

A link on a page that helps to jump from one page to another for a specific element or content. It is a unique identifier linked to a content block or specific element.


This is used to link a system, synchronize, and then exchange data between software programs.


This allows internet providers to correctly identify the sender of an email. This ensures better deliverability of emails. The goal of authentication is to reduce the number of spam emails.

Automation (auto resend campaign)

An automation, automation, or funnel is a series of events and actions that will run once triggered by the conditions you have set. This sequence helps you achieve your goals. Automations are also seen as the Marketing & Sales Automation feature offered by MailBlue. They save you time, keep you organized, and can contribute to your revenue by improving your marketing and sales processes. Once an automation is set up, you don't need to worry about it, it works without your input.

You can create as many automations as you want for various purposes. For example, create a series of emails that a contact receives after a purchase, or a small automation to update the fields of your contacts with new information. You can build an automation for any kind of process.

Confirmation Email The confirmation email is the email your contacts receive after they have subscribed via a form, made a purchase, registered for a webinar, etc. This message can only be sent when you have the double opt-in feature enabled on a MailBlue form.

Confirmation Link

This is a link added to a confirmation email. When someone clicks on it, they are automatically added to a list. It shows that the email address with which the contact is signing up is active.


This is a list of IP addresses that have been blocked by an email provider or spam filter to prevent spam emails.



A collection of various articles on a specific topic that are regularly posted on a website. Successful bloggers can become affiliate marketers by sharing products or services with their followers.

Bounce Rate


Refers to the percentage of website visitors who have only visited one page. These visitors have only seen a part of your website or landing page and have not engaged further with the content of your emails.

Bulk Email


This is an email sent simultaneously to a large group. Bulk emails are only sent to contacts who have subscribed.

Call-to-Action (CTA)


Anything that prompts a response from recipients. The CTA tells contacts what to do after receiving a marketing message. For example: "Subscribe now!" or "More information" or "Shop now", etc.

Click Rate/Click Through Rate (CTR)


The number of people who click on a link compared to the number of people who visit the page. CTR measures the success of a marketing campaign by showing how many people clicked on the campaign.

Conversion Ratio

The percentage of actions taken after the total number of clicks on an item. To calculate the conversion ratio, divide the number of clicks by the number of actions taken. The higher the conversion ratio, the more successful your campaign.

Custom email template

This is an email template for a campaign or automation email that matches your company's identity. It can be customized as desired and used for various campaigns to maintain the consistency of the company's identity.

Customer Relationship Management (CRM)

How businesses maintain interactions and relationships with customers and apply it in their processes. CRM systems are special software to measure customer activities and automate communication to customers.


This stands for Domain Name System. DNS translates a user-friendly IP address into a computer IP address, which a computer uses to find and display a website.


Essentially, DKIM is a kind of "digital signature" that any email sender can add to their emails. This signature clarifies that the sender of the emails is indeed who they claim to be. Any domain can be used as a "signature."

For example, a company named 'Example' will sign its messages with an '' domain to confirm that the message was actually sent by 'Example'.

This is achieved by placing an invisible, cryptic signature in the email header (ActiveCampaign does this) and then placing a public key on your website to verify the authenticity of this signature.


DMARC is based on SPF and DKIM. DMARC informs mail providers like Gmail and Outlook what to do if your email messages cannot be verified for authenticity by SPF or DKIM. In this case, these mail providers will look for a DMARC file within your domain. The absence of a DMARC then tells the email services that they can mark the emails as safe. A strict DMARC policy will result in emails being rejected if they do not comply with this protocol.

Domain name

The part of the email address between the '@' and the '.nl' or '.com', etc.

Double opt-in

A double opt-in, or confirmation of subscription, is not (yet) mandatory in the Netherlands. For this reason, within MailBlue, we give you the option to choose between a single or double opt-in.

The major advantage of a double opt-in is that people actually confirm that the email address belongs to them and that they have entered the email address. This shows more interest. The downside is that some subscribers may forget to confirm the subscription again, resulting in missed sign-ups.

Drag & drop editor

A tool where you can easily edit emails by dragging different blocks into the campaign or automation email and then customizing them as desired.

Dynamic content

Personalizing certain parts of your email for a specific audience. It is targeted content because it only appears to a certain group of contacts. Not everyone sees the personalized piece.

Email campaign

A specific email sent to a particular group or list. A campaign often includes a call to action.

Email deliverability

A metric that measures how many emails have landed in recipients' inboxes. Deliverability is influenced by many factors.

Email list

A list of email addresses to which you can send emails. These lists can also consist of tags and segments to approach your customers more personally.

Email marketing

A way to promote products and services through email. Email marketing is one of the many media channels to acquire and retain customers.

Email validation

A process that verifies whether an email address is valid and deliverable.


The online buying and selling of products or services. The most successful E-commerce activities are enabled by data, audience segmentation, and marketing automation.

Email service provider (ESP)

An organization that provides tools for email marketing, such as MailBlue.


General Data Protection Regulation, is a directive that determines how individuals and companies may collect, store, use, and delete personal data within European users. GDPR is mainly about how customers have more control over their personal data and how others can use it.

Personalized marketing

Advertising and making product experiences unique and personal for each customer.

Google Analytics

This is an external platform that can measure the traffic on your website. It shows, among other things, the number of visitors to a website, how long they have been on the page, which content is most popular, etc. It also provides insight into the audience visiting the website, such as the search terms they have used and from which location they are searching.

Hard bounce

These types of bounces have a bounce code starting with 5xx. It is normal to have a handful of contacts with this status after sending out an email, as mail providers close accounts that have not been used for years. With a Hard Bounce, a contact within MailBlue is marked as 'bounced' or 'rejected'. Mails will be prevented from being sent to these contacts.


Hypertext Markup Language is an encoded language for creating websites. HTML tells a web browser how to display links and images.


Email marketing services offer integrations with third parties. The most common integrations are CRM, E-commerce, and payment software. With Zapier, it is possible to integrate and combine all of this with MailBlue. There are also direct integration possibilities with MailBlue, without using a tool like Zapier.

Internet Service Provider (ISP)

A company or organization that provides service for internet access. Every home or business with internet access uses an ISP.

Landing Page

A separate web page created for marketing or advertising. The goal is to increase conversion. Every element on the page helps convince the customer to take action.

Lead Magnet

A special, often free product or offer that contacts can receive when they sign up on a list.

List Cleaning

This mainly involves removing unengaged or outdated email addresses from a contact list. Email marketers use this to ensure that their contacts in the lists are engaged and interested in the content they send.

List Segmentation

This divides a list into smaller groups based on characteristics, allowing you to send more targeted emails and content.

Subject Line

This is the headline of your email. It appears immediately in a contact's inbox, along with the sender. The subject line is the first impression of an email and has a significant impact on open rates.

Open rate

The percentage of emails that were opened during a marketing campaign. It reflects how well the campaign performed.


The process of obtaining permission to send contacts brand-related content. This can be done through a single opt-in or a double opt-in.


When contacts unsubscribe from a list.


PDF stands for Portable Document Format. An online file that resembles a printed document.

Plain text emails

This is a campaign format that contains only text.


The process of luring people into sharing confidential information.


A small window that appears when visiting a website. Marketers use pop-ups for advertising and lead generation.


A preview of the email visible in the inbox. It gives an idea of what the email contains.


Communication aimed at informing and persuading the target audience to purchase products and services.


This directs someone with a URL to a different website than the one requested. Redirects are used when content has been moved or deleted.


Really Simple Syndication. RSS feeds are an easy way to stay updated on websites, blogs, or online magazines. If a site offers an RSS feed, you will be notified when a post is published or edited.

Search engine optimization (SEO)

The process of enhancing and improving the content and structure of a website to enhance its position on a search engine results page (Google).


A separate list of subscribers based on a 'rule'. When using segments, you can send an email to these specific contacts if they meet this 'rule'. This could be contacts who clicked on a link, opened the campaign, etc.

Single opt-in

An email confirmation where contacts are immediately added to a list when they subscribe. This differs from double opt-in, where contacts need to confirm again before being subscribed to the email list.

Soft bounce

These types of bounces have a code starting with 4xx or 5xx. There are many different temporary errors that can occur, such as a full inbox or a temporary issue with the inbox provider's server preventing an email from being received. If the same contact experiences three temporary bounces in a row with three different outgoing emails, this contact will also (similar to a Hard Bounce) be marked as 'bounced' or 'rejected' in MailBlue. In the case of a Soft Bounce, the system will not attempt to redeliver the same email to a contact, unless a specific type of bounce is received with the error 'try again later'.


Any form of unwanted or unsolicited communication via email.

Spam filter

Designed to identify and mark emails or links that appear to be spam.


Stands for 'Sender Policy Framework'. It is an email validation system that detects email spoofing. Email spoofing is the process of sending emails under a forged email address. It is often used in spam or phishing emails to make people believe the email is from a trusted source.

Unsubscribe page

This is the web page that appears when a contact clicks on the unsubscribe link in the email. It confirms that they have unsubscribed or gives them a last chance to change their mind.

Unsubscribe rate

The percentage of unsubscribers after contacts have clicked on the unsubscribe link.

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