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Definitions for the terms you’ll 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. Put your most important content and calls-to-action here, where they’re visible right away.
Emails Brew sends in response to events: welcome flows, abandoned cart, re-engagement, and other marketing flows. 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 that prompts a specific action, such as “Download Now” or “Get Started.” It’s what turns a read into a conversion. Learn how Brew automatically optimizes CTAs in Emails.
One-time emails sent to many recipients at once, such as announcements, newsletters, promotions, and event invites. In Brew, you design the message in Emails, and sending it once is a campaign. See how Emails, campaigns, and Automations fit together.
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 adds the unsubscribe link and your mailing address to every marketing email. Consent and honest subject lines are still up to you. Learn more about CAN-SPAM.
Most tools mean clicks divided by delivered emails, which Brew calls click rate. In Brew’s automation analytics, clickThroughRate is clicks divided by opens: see Click-to-Open 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.
The industry term for a platform that provides email marketing and delivery services, including analytics, automation, and deliverability optimization. Brew is the AI-native email platform for modern teams and AI agents. In these docs, “ESP” mostly means a platform you’re exporting to or migrating from.
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 (for example, 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 marks the contact suppressed and unsubscribed (see suppression list). That prevents future sending attempts and protects your deliverability. To see why an address bounced, open that bounce in Events in analytics; the event detail shows the reason.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 removing inactive subscribers, invalid addresses, and unengaged contacts from your list to protect deliverability and metrics. Learn about audience hygiene best practices.
Dividing your list into smaller, targeted groups based on demographics, behavior, or preferences, so sends stay relevant. In Brew, create targeted audiences for precise segmentation.
Variables that insert dynamic content like contact names, company names, or custom properties into your emails. Add them with the variable picker or ask for them in a prompt. They read contact properties and trigger data; Merge Tags owns the syntax.
Defined with its formula and tracking detail in Open Rate.
Customizing email content for individual recipients using data like names, locations, or past behavior. In Brew, you personalize with merge tags that read contact properties.
A branded page where subscribers can manage their email preferences, including opting out of marketing emails. Brew doesn’t have one.Each marketing domain keeps its own unsubscribe list instead. The unsubscribe link opts out of the sending domain’s marketing, and Unsubscribe from all opts out of every marketing email from the brand. See Unsubscribes.
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 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.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. It largely decides whether you reach the inbox. 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 suppressed. Skips are logged in the analytics view with the reason. You can see exactly who was excluded from a send and why.
Sender Policy Framework: a DNS record that specifies which servers are authorized to send email on behalf of your domain. It’s part of email authentication. Set up SPF records through domain verification.
Testing versions of an email element (subject lines, content, CTAs) against different audience segments to see what performs better. In a Brew automation, a Split step in percentage mode sends a set share of contacts down each path. Compare the two versions in analytics. See A/B Test Two Subject Lines.
The title of your email that appears in recipients’ inboxes. One of the most important factors influencing whether your email gets opened. Brew automatically generates optimized subject lines for all emails and automations.
Addresses blocked from receiving your emails, such as hard bounces. In Brew, suppression is a flag on the contact (suppressed, with a suppressedReason). Deleting the contact doesn’t clear it: Brew keeps the restriction (Manage Contacts).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
Common reasons email addresses are suppressed:
  • Hard bounces: The email address doesn’t exist, contains a typo, or the server has permanently blocked delivery
  • Provider blocks: The sending provider refused an address it had already blocked
Unsubscribes are separate. An unsubscribed contact still gets transactional email, while a suppressed address gets nothing (Unsubscribes).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. They are sent regardless of subscription status. In Brew, a transactional email is an automation whose trigger you fire, sending from a transactional-purpose domain. Learn more.
The starting condition that determines when and how contacts enter an automation. Brew supports custom events (like user_signup or order_placed) that you create on the Triggers page, under Automations. Built-in events come from connected sources like Stripe. Unsubscribe events are started by Brew itself when a contact unsubscribes. Learn about Automation Triggers.
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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