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Definitions for the terms you will meet across Brew and email marketing generally. For the metrics themselves, with formulas and how each one is tracked, see Key Metrics.
The portion of your email that recipients can see without scrolling. Critical for placing your most important content and calls-to-action where they’ll be immediately visible.
Emails Brew sends in response to events. Covers both marketing flows (welcome flows, abandoned cart, re-engagement) and transactional emails (password resets, receipts, account notifications). Describe what you want and Brew builds the flow with the right timing and branching. Learn about Automations.
Defined with its formula and tracking detail in Bounce Rate.
A button or link in your email designed to prompt a specific action from recipients, such as “Download Now” or “Get Started.” Essential for driving conversions. Learn how Brew automatically optimizes CTAs in Emails.
One-time emails sent to multiple recipients simultaneously. Perfect for announcements, newsletters, promotions, events, and other standalone communications. Brew calls these one-off sends Emails: you describe your goal and the AI generates, personalizes, and optimizes the email in seconds. Learn how to create Emails.
U.S. federal law that sets rules for commercial email, including requirements for unsubscribe links, sender identification, and truthful subject lines. Compliance is mandatory for U.S. senders. Brew automatically ensures compliance in all marketing emails. Learn more about CAN-SPAM.
Defined with its formula and tracking detail in Click-Through Rate.
Defined with its formula and tracking detail in Complaint Rate.
Data fields associated with each contact in your audience, such as firstName, lastName, company, or custom fields. Used for personalization through merge tags and audience segmentation in Brew. Learn how to add and manage Contact Properties.
Defined with its formula and tracking detail in Conversion Rate.
Your ability to successfully deliver emails to recipients’ inboxes rather than spam folders. Affected by sender reputation, content, and authentication. Brew optimizes deliverability through proper domain verification.To protect it, keep your list clean. See Audience hygiene.
DomainKeys Identified Mail: an email authentication method that verifies your emails haven’t been tampered with during transit. Helps improve deliverability. Set up DKIM through domain verification.
Domain-based Message Authentication, Reporting & Conformance: an email security protocol that prevents domain spoofing and improves deliverability when properly configured. Configure DMARC as part of domain verification.
A platform like Brew that provides email marketing and delivery services, including analytics, automation, and deliverability optimization. Brew is the AI-native ESP for modern teams and their AI agents.
An email that permanently fails to deliver due to invalid email addresses, non-existent domains, or blocked recipients. These contacts are automatically suppressed by Brew to protect your sender reputation.Common causes of hard bounces include:
  • Email address contains a typo (e.g., example@gmial.com)
  • Email address doesn’t exist (perhaps the person left the company)
  • Email server has permanently blocked delivery
  • Domain no longer exists
When an email hard bounces, Brew automatically adds it to your suppression list, preventing future sending attempts to protect your deliverability. You can see the specific bounce reason in your campaign reports by hovering over the bounce status.Tips to reduce hard bounces:
  • Regularly clean your email list with audience hygiene practices
  • Check for common typos in email domains (like gmail.com, outlook.com)
The practice of maintaining a clean email list by removing inactive subscribers, invalid addresses, and unengaged contacts to improve deliverability and metrics. Learn about audience hygiene best practices.
Dividing your email list into smaller, targeted groups based on demographics, behavior, or preferences to send more relevant and effective campaigns. In Brew, create targeted audiences for precise segmentation.
Variables that insert dynamic content like contact names, company names, or custom properties into your emails. In Brew, the AI automatically adds relevant merge tags for personalization, and you can add more manually using contact properties.
Defined with its formula and tracking detail in Open Rate.
Customizing email content for individual recipients using data like names, locations, or past behavior. Typically increases engagement and conversion rates. Brew automatically personalizes emails using contact properties and merge tags.
A branded page where subscribers can manage their email preferences, including opting out of marketing emails.
The snippet of text that appears after the subject line in most email clients. Often called “preheader text,” it provides additional context to encourage opens. Brew’s AI automatically optimizes preview text for each email.
A single delivery of an email design, the unit Brew measures and attributes analytics against. An email produces one send scoped to the audience you picked; an automation produces one send per recipient. Every delivery event (open, click, bounce) attaches to the send that produced it, so each metric traces back to the exact send and design a recipient received. Email and automation sends share the same analytics view.
A score assigned by internet service providers based on your sending history, bounce rates, complaint rates, and engagement. Critical for inbox placement. Maintain good reputation through proper domain verification and audience hygiene.
An event recorded when Brew decides not to send to a contact, most commonly because they unsubscribed or are on the suppression list. Skips are logged in the analytics view with the reason, so you can see exactly who was excluded from a send and why.
An email that temporarily fails to deliver due to issues like full inboxes or server problems. These addresses aren’t permanently suppressed and may receive future emails. Brew automatically manages soft bounces and retry logic.
Sender Policy Framework: a DNS record that specifies which servers are authorized to send email on behalf of your domain. Essential for email authentication. Set up SPF records through domain verification.
Testing different versions of an email element (subject lines, content, CTAs) with different segments of your audience to determine what performs better. Brew handles A/B testing automatically within automations.
The title of your email that appears in recipients’ inboxes. One of the most important factors influencing whether your email gets opened. Brew’s AI automatically generates optimized subject lines for all emails and automations.
A list of email addresses that are blocked from receiving your emails, typically including unsubscribes, hard bounces, and complainants. Brew automatically manages suppression lists to ensure compliance and protect deliverability.Why Brew maintains a suppression list:
  • Protects your sender reputation: Continuing to send to invalid addresses or complainants damages your domain reputation
  • Improves deliverability: Email providers track how often you attempt to send to invalid addresses
  • Ensures compliance: Automatically prevents sending to people who have unsubscribed
Common reasons email addresses are suppressed:
  • Hard bounces: The email address doesn’t exist, contains a typo, or the server has permanently blocked delivery
  • Complaints: Recipients who have marked your emails as spam
  • Unsubscribes: People who have opted out of your communications
Brew automatically handles suppression list management, so you don’t need to manually remove these addresses. You can view suppressed addresses in your Audience section and see the specific reason they were suppressed.
Automated emails triggered by specific user actions containing essential information, such as password resets, order confirmations, or account notifications. These emails typically have 4-5x higher open rates than marketing emails and are sent regardless of subscription status. Learn about Transactional Emails.
The starting condition that determines when and how contacts enter an automation. Brew supports custom events (like user_signup or order_placed) defined in Settings → Triggers, plus built-in events from connected sources like Stripe. Learn about Automations.
Defined with its formula and tracking detail in Unsubscribe Rate.
Tags added to email links that help track traffic sources and campaign performance in analytics platforms like Google Analytics. Use UTM parameters to measure the business impact of your email campaigns beyond basic open and click rate metrics.

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