Site glossary
Existing Retain Inc resource in this cluster.
Read guide ↗Resource topic hub
Glossary resources.
Shared language for teams who need the same meaning of stage, consent, and LTV.
40 new long-form guides in this cluster, plus core resources already on the site.
New topic library
Browse glossary by subtopic.
Definitions
What is email marketing?
A practical guide to define email marketing as permissioned communication with a job.
Read guide ↗What is CRM marketing?
A practical guide to define CRM marketing as relationship operations across channels.
Read guide ↗What is lifecycle marketing?
A practical guide to define lifecycle as stages of a relationship, not a vendor feature.
Read guide ↗What is retention marketing?
A practical guide to define retention as improving the relationship after acquisition.
Read guide ↗What is customer lifetime value?
A practical guide to define LTV with window, costs, and uncertainty.
Read guide ↗What is churn?
A practical guide to define churn for subscriptions versus one-time commerce.
Read guide ↗What is a welcome series?
A practical guide to define welcome as the first permissioned journey.
Read guide ↗What is deliverability?
A practical guide to define deliverability as accepted mail that can be placed.
Read guide ↗What is inbox placement?
A practical guide to distinguish inbox, spam, and missing mail.
Read guide ↗What is a preference center?
A practical guide to define it as controls that change future mail.
Read guide ↗What is double opt-in?
A practical guide to define confirmation as a list-quality choice.
Read guide ↗What is CAN-SPAM?
A practical guide to summarize U.S. commercial email basics without pretending completeness.
Read guide ↗What is the TCPA? (educational)
A practical guide to explain why SMS consent is stricter than many email habits.
Read guide ↗What is a customer data platform?
A practical guide to define CDP by the job of unifying profiles for activation.
Read guide ↗What is a marketing automation platform?
A practical guide to define MAP as software that runs journeys.
Read guide ↗What is an ESP?
A practical guide to define an email service provider by sending, templates, and lists.
Read guide ↗What is segmentation?
A practical guide to define segments as groups that change a decision.
Read guide ↗What is personalization?
A practical guide to define personalization as relevant difference, not merge tags.
Read guide ↗What is a triggered email?
A practical guide to define triggers as events plus eligibility.
Read guide ↗What is a transactional email?
A practical guide to define transactional by the customer's request and operational need.
Read guide ↗What is a holdout group?
A practical guide to define holdouts as people withheld to estimate incrementality.
Read guide ↗What is incrementality?
A practical guide to define lift as outcomes that would not have happened otherwise.
Read guide ↗What is attribution?
A practical guide to define attribution as a model of credit, not truth.
Read guide ↗What is RFM?
A practical guide to define recency, frequency, and monetary value as a lens.
Read guide ↗What is a cohort?
A practical guide to define a cohort by a shared start event and window.
Read guide ↗What is time to second purchase?
A practical guide to define the clock from first value to the next paid action.
Read guide ↗What is reactivation?
A practical guide to define reactivation as return to a valuable action after lapse.
Read guide ↗What is win-back?
A practical guide to define win-back as a structured attempt after meaningful lapse.
Read guide ↗What is a sunset policy?
A practical guide to define sunset as a planned stop for unusable contacts.
Read guide ↗What is list hygiene?
A practical guide to define hygiene as ongoing removal of risky and invalid contacts.
Read guide ↗What is DMARC?
A practical guide to define DMARC as a policy for authenticating a domain's mail.
Read guide ↗What is a seed list?
A practical guide to define seeds as placement monitors, not customers.
Read guide ↗What is a suppression list?
A practical guide to define suppression as people who must not enter a journey.
Read guide ↗What is zero-party data?
A practical guide to define it as data a person intentionally shares.
Read guide ↗What is first-party data?
A practical guide to define it as data from your relationship, not a purchased file.
Read guide ↗What is a next-best action?
A practical guide to define NBA as one recommended action with suppressions.
Read guide ↗What is a customer journey?
A practical guide to define a journey as a path of jobs, not a slide of personas.
Read guide ↗What is a marketing funnel?
A practical guide to define funnels as paths that should continue after conversion.
Read guide ↗What is omnichannel?
A practical guide to define it as coordinated channels with judgment.
Read guide ↗What is consent management?
A practical guide to define it as capturing, storing, honoring, and proving permission.
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