Email marketing terminology is a vocabulary of ratios: rates over sent, over delivered, over opens and over clicks, and a handful of nouns for the list's parts, segment, engaged, inactive, bounced. The email KPI sheet and the list health sheet on this site work every ratio from the counts, which is the definition a small business can use, and the paid plan keeps the nouns as fields on the contact record so a segment is a filter rather than a term.
The terminology is arithmetic
A vocabulary of ratios over sent, delivered, opens and clicks, and nouns for the list's parts; the free KPI and list health sheets work the ratios from the counts. This page supports the guide on what an email marketing solution must carry for a small business, and the figure it turns on is the one the list health sheet returns first. Bring your own counts: the rates on this site are never a benchmark, and the worked example's figures are arithmetic to replace with the business's own.
What the list health sheet works
Bounces, complaints and unsubscribes over sent are the three rates a mailbox provider judges a sender on; inactive over the list is the inactive share; the list less the inactive is the engaged list. On the worked example, 300 bounces, 6 complaints and 40 unsubscribes over 20,000 sent are 1.5%, 0.03% and 0.2%, and 1,500 inactive of 5,000 leaves 3,500 engaged, 70%. For email marketing terminology, that is the figure to start from, and it takes a minute from the business's own numbers with no account.
Keeping the record
Keeping the record is what the paid plan is for: contacts with their consent, lists and segments, campaigns with their results and journey steps with their timing kept against each other with a status, so that the figure this page works comes from the record next month rather than from an export and a guess. Funnelvo Pro is $24 a month for the whole business, flat, with an export at any time; the sheets stay free either way.
Questions people ask about email marketing terminology
What is email marketing terminology?
A vocabulary of ratios over sent, delivered, opens and clicks, and nouns for the list's parts; the free KPI and list health sheets work the ratios from the counts.
Which free sheet works the figure behind email marketing terminology?
The list health sheet: 300 bounces, 6 complaints and 40 unsubscribes over 20,000 sent are 1.5%, 0.03% and 0.2%, and 1,500 inactive of 5,000 leaves 3,500 engaged, 70%. Every input is yours and it computes on the page with no account.
Does Funnelvo publish benchmark rates?
No. Every rate on every sheet is the business's own, entered from its own sends; the defaults are a worked example to replace. The mailbox providers and the FTC publish the rules and the thresholds, and they are linked below.