Glossary

The words, defined properly.

Deliverability, consent, platform and measurement vocabulary — written for operators rather than for a search engine. Every entry says what the thing is, why it matters, and where it shows up in practice.

Browse A–Z →Read the guides
6 terms · 3 deliverability · 2 compliance · 1 measurement
C
ComplianceConsent evidenceProof of consent · Consent recordConsent evidence is the retained record proving how, when, and on what lawful basis a person agreed to receive email — as opposed to a flag merely asserting that they did.
D
DeliverabilityDKIMDomainKeys Identified MailDKIM adds a cryptographic signature to outgoing email, letting receiving providers verify — using a public key in your DNS — that the message was authorised by your domain and has not been altered in transit.DeliverabilityDMARCDomain-based Message Authentication, Reporting and ConformanceDMARC is a DNS policy that tells receiving mailbox providers how to handle mail claiming to be from your domain when it fails both SPF and DKIM alignment — and where to send reports about those failures.ComplianceDouble opt-inConfirmed opt-in · DOIDouble opt-in is a signup flow where the subscriber must confirm their address — usually by clicking a link in a confirmation email — before any marketing is sent to it.
O
MeasurementOpen rateUnique open rateOpen rate is the proportion of delivered emails recorded as opened, measured by a tracking pixel — a metric now substantially inflated by privacy features and best treated as a trend indicator rather than a fact.
S
DeliverabilitySPFSender Policy FrameworkSPF is a DNS TXT record that lists the mail servers authorised to send on behalf of your domain, letting receiving providers reject mail from anywhere else.

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