Dotdigital blog

Marketing glossary

To help you understand your CTORs from your ROI, this glossary of marketing terms gives you clear, jargon-free definitions to help you work smarter, not harder.

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A

A/B testing

A/B testing is when you compare two versions of something, like an email, ad, or landing page, to see which one performs better.

For example, you send version A to one group and version B to another, then track which gets more clicks, conversions, or engagement.

It’s a simple way to learn what works best for your audience. You might test subject lines, images, layouts, or calls to action. The goal here is to make data-backed decisions that improve results over time.

A/B testing takes the guesswork out of marketing. It’s a smart way to improve performance without reworking your whole strategy. Start small, test one element at a time, and build from what you learn. The more you test, the more confident you’ll be in what works.

Abandoned browse email

An abandoned browse email is sent to people who visited your website and looked at products but didn’t add anything to their cart. It’s a way to gently remind them of items they showed interest in.

These emails help brands re-engage potential buyers without being pushy and can drive traffic back to your site. They work best when personalized with the product the person viewed.

To send an effective abandoned browse email, brands often include:

Personalized product images and details
A clear call to action (like “view item” or “shop now”)
Incentives like discounts or free shipping (optional)
Timing based on recent browsing activity

Abandoned browse emails can also be used by brands to promote event sign-ups, articles, or other types of content that don’t involve a purchase.

Abandoned cart

An abandoned cart happens when someone adds items to their online shopping basket but leaves without buying. It’s common in ecommerce and often means something interrupted the purchase. This could be anything such as:

The price
Delivery options
A distraction of some kind

You can recover these lost sales with follow-up emails, reminders, or incentives like discounts. But it’s important to remember that cart abandonment isn’t a failure; it’s an opportunity. With the right message at the right time, you can bring people back and complete the sale. Tracking abandoned carts helps you understand customer behavior and improve your checkout experience.

Above the fold

“Above the fold” refers to the portion of an email, webpage, or landing page that’s visible without scrolling. It’s a space for grabbing attention quickly, like key messages, offers, or CTAs.

Best practices for above-the-fold content include:

Clear headline and value proposition
Eye-catching visuals or graphics
A visible call to action
Mobile-friendly layout

Acceptable spam report rate

This is the percentage of recipients who mark your email as spam. Keeping this rate low is important for maintaining a healthy sending reputation and helps future emails reach the inbox.

Even a small increase in spam reports can affect deliverability and brand credibility, so monitoring this metric helps marketers adjust content and targeting.

Guidelines to maintain an acceptable spam report rate:

Only send emails to people who opted in
Keep content relevant and valuable
Include a visible unsubscribe link
Monitor complaints regularly and remove uninterested contacts

Acquisition marketing

Acquisition marketing is all about attracting new customers. It’s the first step in growing your audience and building relationships. You’ll use channels like:

Paid ads
SEO
Social media
Email

The goal is to turn strangers into leads and leads into customers. It’s about connecting with the right people. When your message lands, people take action. A strong acquisition strategy sets the foundation for long-term growth, especially when paired with retention and engagement.

Active subscriber

An active subscriber is someone who opens, clicks, or otherwise engages with your emails over a given period. These subscribers are considered valuable because they interact with your brand and are more likely to convert.

Knowing who your active subscribers are helps you focus on retention and re-engagement strategies.

Ways to identify and maintain active subscribers:

Track engagement metrics like opens and clicks
Segment based on recent activity
Send targeted campaigns to encourage interaction
Re-engage or clean inactive subscribers

Alt-text

Alt-text is a short description added to images in emails or on websites. It helps recipients understand the content if images don’t load and improves accessibility for people using screen readers.

Using alt-text helps make sure your message is clear even when images are blocked, and it supports good email deliverability practices.

Best practices for alt-text:

Keep it concise and descriptive
Focus on the purpose of the image
Avoid keyword stuffing
Include alt-text for all key visuals

Analytics

Analytics is how you track and understand what’s happening in your marketing. It’s all about using data to make smarter decisions. You’ll look at things like:

Clicks
Conversions
Traffic
Engagement

With the right insights, you can tweak your campaigns, improve performance, and prove ROI (return on investment). Basically, analytics helps you move from guesswork to strategy. Whether you’re reviewing email open rates or website traffic, it gives you the full picture.

The goal? To learn, adapt, and grow. When you know your numbers, you can confidently take your next step.

API (application programming interface)

An API is a tool that helps different software systems talk to each other. You’ll use it to connect platforms like your CRM, analytics, or email marketing tools. It’s what makes your tech stack work together smoothly. Instead of manually moving data between systems, APIs do it for you fast and reliably.

For example, you might use an API to sync customer data from your website to your email platform, so you can send personalized messages. APIs are essential for automation, integration, and scaling your marketing.

So, you don’t need to be a developer to benefit from them; just know they’re working behind the scenes to keep everything connected.

Attribution

Attribution helps you figure out which marketing touchpoints led to a conversion. It’s how you know what’s driving results. Did someone click an ad, read a blog, then sign up? Attribution tracks that journey. You’ll come across models like:

First-touch (what started the journey)
Last-touch (what sealed the deal)
and multi-touch (everything in between)

It’s useful for understanding how your channels work together. With good attribution, you can invest in what’s working and fix what’s not. When you know what’s influencing decisions, you can build smarter campaigns.

Autoresponder

An autoresponder is an automated email sent when a specific action occurs, like signing up for a newsletter or completing a purchase.

Autoresponders help brands engage contacts immediately, provide timely information, and save time on manual sends.

To use autoresponders effectively:

Identify trigger events (signup, purchase, download)
Personalize messages for the recipient
Include clear calls to action
Monitor performance and engagement

B

Batch and blast

Batch and blast, also called bulk mail, refers to sending emails to large lists without using personalization or segmentation.

While simple to send, batch and blast campaigns often have lower engagement because the content isn’t tailored to individual interests. Many marketers now focus on segmentation and dynamic content for better results.

Key points to remember about batch and blast:

Sends to your full list at once
No targeting or personalization
Quick to implement but lower engagement
Best used for generic announcements or newsletters

Bounce rate

Bounce rate shows how many people visit a page and leave without doing anything. No clicks, no scrolls, no signups; just a quick exit. It’s a signal that something might be off. Maybe the page didn’t load fast enough, or the content didn’t match their expectations.

A high bounce rate can mean your message isn’t landing. But don’t panic, it’s also a chance to improve. You can test new layouts, clearer CTAs, or better targeting. Bounce rate helps you spot friction and fix it. Typically, the lower the bounce, the more engaged your audience is.

Brand indicators for message identification (BIMI)

BIMI is an email specification that lets your brand’s logo appear next to authenticated emails in your recipients’ inboxes. It’s a way to make your messages instantly recognizable and build trust every time someone sees your email.

By adopting BIMI, brands get more control over their visual identity while helping recipients quickly verify legitimate messages. Major email providers, including Gmail, Yahoo, and Apple Mail, support BIMI, showing how important brand visibility and email security have become.

To use BIMI, brands need:

A logo in SVG Portable and Secure format
A DMARC policy set to enforcement (“quarantine” or “reject”)
A Verified Mark Certificate (VMC) for some providers
Consistent sending reputation and proper email authentication

Broadcast email

A broadcast is an email sent to a wide audience at a specific time, usually with one key message or announcement. Unlike triggered emails, broadcasts are scheduled instead of being automatic.

Broadcasts help brands reach large numbers of subscribers, whether for promotions, newsletters, or important updates.

Tips for effective broadcasts:

Use a clear subject line and preview text
Segment your audience when possible
Include a strong call to action
Schedule send times based on audience behavior

Business to business (B2B)

B2B refers to transactions, or marketing, between businesses rather than between a business and individual consumers. For example, a software company selling tools to another company is B2B.

B2B marketing often focuses on longer decision-making cycles, value propositions, and relationship building rather than impulse purchases.

Common B2B marketing tactics include:

Email campaigns targeting decision-makers
Content marketing like webinars, whitepapers and case studies
LinkedIn and professional networking campaigns
Personalized nurture workflows

Business to consumer (B2C)

B2C describes transactions or marketing from a business directly to individual customers. Retail brands, subscription services, and consumer apps often operate in B2C.

B2C marketing usually focuses on shorter purchase cycles, emotional appeal, and convenience to drive engagement and conversions.

Examples of B2C marketing approaches:

Promotional and seasonal email campaigns
Personalized product recommendations
Social media advertising and influencer partnerships
Loyalty and rewards programs

Buyer persona

A buyer persona is a made-up profile of your ideal customer, built from real data and research. It helps you understand:

Who you’re talking to
What their goals are
Their challenges
and their preferences

You might create personas like “CX champion Chloe” or “Data-driven Dan” to guide your messaging. When you know your audience, you can tailor your content, campaigns, and product positioning.

Personas keep your marketing focused and relevant. They’re not just for creative teams but they’re also useful across sales, support, and strategy. The better you know your personas, the better you connect with real people.

C

Call to action (CTA)

A CTA is a prompt that tells someone what to do next like “Download the guide” or “Book a demo.” It’s the bridge between interest and action. Every email, ad, or landing page should ideally have one.

A strong CTA is clear, direct, and easy to follow. It helps guide your audience and boosts conversions. You can test different phrases, placements, and designs to see what works best. Without a CTA, your message can lose momentum. With one, you guide people toward the next step.

CAN-SPAM

CAN-SPAM is a US law that sets rules for commercial email. It requires marketers to include a clear unsubscribe option, accurate sender information, and truthful subject lines.

Following CAN-SPAM helps protect your brand from penalties and helps your emails are trusted by recipients and inbox providers.

Key requirements under CAN-SPAM:

Include a visible unsubscribe link in every email
Use accurate “From” names and subject lines
Identify emails as advertisements when applicable
Honor opt-out requests promptly

CDP (customer data platform)

A customer data platform (CDP) is a system that collects, stores, and unifies customer data from multiple sources. It gives you a single, real-time view of each person across channels like email, web, mobile, and more. With a CDP, you can:

Segment audiences
Personalize experiences
and automate campaigns with confidence

It’s built for marketers, not developers, so you can act on data without needing IT support. CDPs help you understand your customers better and deliver more relevant messaging. They’re key to scaling personalized marketing and improving ROI.

Clicks per open (CPO)

CPO measures how many times recipients clicked links for each email that was opened. It shows how effective the content is at driving action once someone engages with the email.

CPO is useful for comparing campaigns and understanding which emails motivate readers most.

Tips to improve CPO:

Make calls to action clear and relevant
Keep content concise and scannable
Use multiple links for key actions
Test different layouts and visuals

Click-through

A click-through happens when a recipient clicks on a link in your email, landing page, or ad. It shows that someone engaged with your email content beyond just opening it.

Tracking click-throughs helps marketers understand which links, offers, or calls to action are most effective.

Ways to improve click-throughs:

Use clear and compelling calls to action
Place links where they are easy to see
Personalize links based on user interests
Test different messaging or visuals

Click-through rate (CTR)

CTR is the percentage of people who clicked a link after opening an email, SMS, or seeing an ad. It’s a key metric for measuring engagement and campaign effectiveness.

A higher CTR usually means your content resonates with your audience and encourages action.

How to calculate CTR:

Divide the number of clicks by the number of emails delivered (or impressions)
Multiply by 100 to get the percentage

Conversion/conversion rate

A conversion is when someone takes the action you want like:

Signing up
Booking a demo
Making a purchase

Conversion rate shows how many people actually do it, compared to how many saw your message. It’s one of the most important metrics in marketing. A high conversion rate means your content, targeting, and timing are spot on.

A low one? Time to test and tweak. You can improve it with better CTAs, clearer messaging, or more relevant offers. Tracking conversions helps you measure success and optimize for growth.

Conversion rate optimization (CRO)

Conversion rate optimization (CRO) is the process of improving your website, landing pages, or campaigns to get more people to take action, like buying or signing up.

CRO helps you get more value from your existing traffic. With better conversion rates, you can grow faster without increasing ad spend.

To improve CRO, you might:

Test different headlines, images, or calls to action
Optimize page load speed and mobile experience
Track behaviour with analytics tools

Cost per acquisition (CPA)

Cost per acquisition (CPA) is the amount you spend to get someone to complete a specific action, like making a purchase or signing up.

CPA helps you measure campaign efficiency and profitability. By tracking CPA, you can focus on marketing channels that deliver the best results.

To calculate CPA, you need:

Total spend for the campaign
Number of completed actions (acquisitions)
A formula: CPA = spend ÷ acquisitions

Cost per lead (CPL)

Cost per lead (CPL) is the amount you spend to capture a new lead, like someone signing up for a newsletter or downloading a guide.

Understanding CPL helps you compare campaigns and optimize lead generation. The lower the CPL, the more cost-effective your marketing is.

To calculate CPL, you need:

Total marketing spend for the campaign
Number of leads generated
A formula: CPL = spend ÷ leads

Cost per thousand impressions (CPM)

Cost per thousand impressions (CPM) is the price you pay for 1,000 views of an ad.

CPM helps you budget for awareness campaigns and understand the cost of reaching a large audience. It’s commonly used in display, social, and video advertising.

To calculate CPM, you need:

Total campaign spend
Number of impressions (in thousands)
A formula: CPM = spend ÷ (impressions ÷ 1,000)

Cross channel marketing

Cross-channel marketing means reaching your audience across multiple platforms in a connected way. These platforms include:

Email
SMS
Social
Web
and more

It’s about creating a seamless experience, no matter where someone interacts with your brand. You’re not just repeating the same message everywhere; you’re tailoring it to each channel while keeping the journey consistent. This approach boosts engagement and builds trust. When your channels work together, your marketing feels smarter, more personal, and more effective.

Customer acquisition cost (CAC)

Customer acquisition cost (CAC) is the total amount you spend to win a new customer. It includes things like marketing, advertising, and sales efforts.

Tracking CAC helps you understand how efficient your campaigns are and whether your marketing spend is delivering value. Keeping CAC under control lets you invest smarter and scale more sustainably.

To measure CAC, you need:

Total marketing and sales spend over a period
Number of customers acquired in that period
A formula: CAC = total spend ÷ new customers

Customer data

Customer data includes any information you collect about your contacts, like email addresses, purchase history, preferences, and behavior.

Using this data effectively allows marketers to create targeted campaigns, personalize messages, and improve customer experiences.

Common types of customer data:

Contact details (email, phone, address)
Behavioral data (website visits, clicks, purchases)
Demographics and preferences
Engagement history with past campaigns

Customer engagement

Customer engagement is how people interact with your brand, such as:

Opening emails
Clicking links
Using your app
Chatting with support

It shows how connected they feel. High engagement typically means your content is landing and your experience is resonating.

Low engagement? Time to rethink your approach. You can boost it with personalized messages, helpful content, and timely follow-ups.

Engagement is essentially about building relationships. When customers feel seen and valued, they stick around.

Customer journey

The customer journey is the full experience someone has with your brand; from first discovery to long-term loyalty. It’s made up of stages like:

Awareness
Consideration
Decision
Retention

Mapping this journey helps you understand what people need at each step. You can tailor your content, offers, and messaging to guide them forward. It’s not always a straight line though; people might jump around or come back later. But when you know the journey, you can create smoother, more meaningful experiences. The goal is to turn interest into action, and action into advocacy.

Customer journey orchestration

Customer journey orchestration is the process of coordinating and optimizing customer interactions across channels, using real-time data to deliver the right message, at the right moment, to the right person.

It brings together data, systems, and teams to guide each customer through a personalized journey based on their behavior, preferences, and context. Instead of managing campaigns in isolation, you design and adapt connected experiences that respond dynamically as customers move across touchpoints such as email, SMS, web, and app.

The goal is to create a seamless, consistent experience across the entire journey, while improving engagement, conversion, and long-term customer value.

Customer lifetime value (CLV/ LTV)

Customer lifetime value (CLV or LTV) is the total revenue you can expect from a customer over the entire time they do business with you.

Knowing CLV helps you understand how much to invest in acquiring and retaining customers. When you focus on high-value customers, you can make smarter marketing and sales decisions.

To calculate CLV, you need:

Average purchase value
Purchase frequency over time
Average customer lifespan
A formula: CLV = average purchase × frequency × lifespan

Customer loyalty

Customer loyalty is when people keep coming back to your brand. Not just because of what you sell, but how you make them feel. It’s built through great experiences, consistent value, and personal connections.

Loyal customers tend to buy more, refer others, and stick around longer. You can nurture loyalty with rewards, exclusive content, and thoughtful follow-ups.

Customer relationship management (CRM)

A CRM is a system that stores customer data and tracks interactions. It’s your central hub for managing relationships. You’ll use it to:

Personalize messages
Segment audiences
and automate campaigns

A good CRM helps you understand your customers; what they’ve done, what they need, and how to reach them. Yes, it’s a database but it’s also a great tool for helping to build loyalty. Whether you’re sending emails or following up on leads, your CRM keeps everything organized. The better your data, the better your marketing.

D

Data hygiene

Data hygiene is the practice of keeping your email lists clean and accurate by removing inactive contacts, updating incorrect information, and respecting unsubscribes.

Good data hygiene improves deliverability, engagement, and ROI while protecting your brand reputation.

Steps for strong data hygiene:

Remove bounced or inactive email addresses
Update outdated or incorrect contact information
Segment contacts based on engagement
Regularly audit and refresh lists

Data integrations

Data integrations connect different systems so they can share information. For marketers, this means syncing tools like your CRM, ecommerce platform, and analytics software. When your data flows freely, you get a clearer picture of your audience and can act faster.

Integrations save time, reduce errors, and unlock automation. You don’t need to manually export lists or copy data between platforms. Instead, everything works together, helping you deliver better experiences and make smarter decisions.

Dedicated IP address

A dedicated IP is an email sending IP address used exclusively by your brand, rather than shared with other senders.

Using a dedicated IP gives more control over your sending reputation and deliverability, especially for high-volume campaigns.

Benefits of a dedicated IP:

Consistent sender reputation
Greater control over email authentication and deliverability
Reduced risk of being affected by other senders
Easier monitoring and troubleshooting

Digital marketing

Digital marketing is any marketing you do online. It includes strategies like:

Email
Social media
SEO
Paid ads
and more

You use it to reach people where they spend their time, whether that’s on their phones, laptops, and/or tablets. It’s measurable, flexible, and scalable. You can track clicks, conversions, and engagement in real time, then tweak your strategy to improve results.

Digital marketing helps you connect with the right people, at the right time, with the right message. It’s essential for modern brands.

Direct to consumer (D2C)

D2C is a business model where brands sell products directly to customers, bypassing third-party retailers. D2C brands often rely on digital marketing, social media, and email to build relationships and deliver personalized experiences.

Common D2C strategies:

Email and SMS marketing campaigns
Personalized product recommendations
Loyalty programs and subscriptions
Social media engagement

Double opt-in

Double opt-in is a process where subscribers confirm their interest in receiving emails by clicking a link in a confirmation message.

This helps make sure that your list only includes contacts who genuinely want your emails, improving engagement and protecting your sending reputation.

Key steps in double opt-in:

Subscriber enters their email on a sign-up form
They receive a confirmation email
Clicking the link completes the subscription
Optional: welcome email to start engagement

Drip campaign

A drip campaign is a series of automated emails sent over time based on subscriber actions or schedules.

Drip campaigns help nurture leads, onboard customers, and keep audiences engaged without sending all messages at once.

Common drip campaign uses:

Welcome series for new subscribers
Educational sequences for product use
Re-engagement for inactive contacts
Event or promotion reminders

Dynamic content

Dynamic content is content that changes and adapts based on recipient data, such as location, preferences, or past behavior.

Using dynamic content allows brands to make messages more relevant and personalized, increasing engagement and conversions.

Examples of dynamic content:

Personalized product recommendations
Location-based offers
Customized images or headlines
Content blocks that change based on subscriber segment

E

Ecommerce marketing

Ecommerce marketing is how you promote and sell products online. It includes everything from SEO and paid ads to email campaigns and social media. You’ll focus on things like:

Driving traffic to your store
Converting visitors into buyers
Customer loyalty and retention

Personalization, product recommendations, and abandoned cart recovery are key tactics here. The goal is to create a smooth, engaging shopping experience that turns interest into sales, and sales into loyalty.

EDM (electronic direct mail)

EDM marketing is a type of email marketing focused on sending promotional messages directly to your audience. It’s often used for product launches, sales, or event invites.

Unlike regular newsletters, EDMs are usually one-off campaigns with a clear goal and strong call to action. You’ll design them to grab attention and drive clicks.

With good targeting and timing, EDMs can deliver quick wins and boost engagement. They’re a direct way to reach people and get results.

Email campaign

An email campaign is a single send or series of emails with a clear marketing goal, like promoting a product or nurturing leads.

Running a focused campaign helps your messages are targeted, measurable, and relevant to your audience.

Key elements of an email campaign:

Goal or objective (awareness, conversion, engagement)
Audience segmentation
Compelling subject lines and content
Measurable KPIs such as open and click rates

Email client

An email client is the software or app used to read and send emails, like Gmail, Outlook, or Apple Mail.

Understanding email clients is important because they can display emails differently, affecting design, layout, and functionality.

Tips for email client compatibility:

Test emails across major clients
Use responsive design for mobile devices
Avoid features not supported in common clients
Optimize images and alt-text for display

Email deliverability

Email deliverability is the measure of how often your emails reach inboxes rather than spam folders. It’s influenced by things like:

Sender reputation
List quality
Engagement rates
Message content

Internet service providers (ISPs) use these signals to decide whether your emails are safe and relevant. A healthy sender reputation and engaged audience both help ensure your messages make it through.

Monitoring deliverability is essential for understanding how many people actually see your campaigns and spotting issues early because even the best content can’t perform if it never lands in the inbox.

Email marketing

Email marketing is sending targeted messages to your audience’s inbox. It’s one of the most direct and effective ways to connect. You’ll use it for things like:

Newsletters
Promotions
Updates
Transactional messages.

The key is relevance; send the right message to the right person at the right time. You can segment your audience, personalize content, and automate journeys. Email marketing helps you build trust, drive action, and stay top of mind. Done well and it’s a powerful tool for growth.

Email marketing blacklist

A blacklist is a list of IP addresses, or domains, flagged as sending spam. If your sending IP is blacklisted, your emails may not reach recipients’ inboxes.

Monitoring and preventing blacklisting protects your sending reputation and helps your emails continue to deliver.

Ways to avoid blacklisting:

Only send to opted-in contacts
Monitor bounce and complaint rates
Maintain a consistent sending schedule
Authenticate emails with SPF, DKIM, and DMARC

Email marketing software/platform

This is a tool used to create, send, and manage email campaigns. It often includes features like automation, segmentation, templates, and analytics.

Using a platform simplifies email marketing, allowing brands to scale campaigns while tracking performance and engagement.

Key features to look for:

Campaign creation and scheduling
Personalization and dynamic content
Reporting and analytics
Integration with CRM, ecommerce platform, or other systems

An email newsletter is a regularly sent email that shares updates, news, or insights with subscribers.

Newsletters help brands maintain ongoing communication and provide value to their audience, building trust over time.

Tips for effective newsletters:

Keep content consistent and relevant
Use clear headings and visuals
Include calls to action sparingly
Segment audiences for targeted delivery

Email service provider (ESP)

An ESP is a company or platform that helps brands send and manage emails. ESPs provide the infrastructure, tools, and analytics to help emails reach inboxes and perform well.

Typical ESP features:

Campaign creation and scheduling
List management and segmentation
Deliverability monitoring
Reporting and analytics

Email templates

Email templates are pre-designed layouts provided by your ESP or created internally.

Templates save time, help brand consistency, and make building campaigns easier.

Tips for using email templates:

Customize content and visuals for each campaign
Keep design responsive for mobile devices
Include clear calls to action
Maintain consistent branding

Email thread

An email thread is a series of emails grouped together by subject or conversation. It shows the history of a conversation, making it easier to follow replies and context.

Threads help both marketers and recipients track communication and maintain continuity in conversations.

Tips for managing email threads:

Keep subject lines consistent
Avoid excessive “Reply All” messages
Reference previous emails for context
Use threading to maintain customer service continuity

F

First Party Data

First-party data is information you collect directly from your audience through the likes of:

Signups
Purchases
Surveys
Website behavior

It’s the most reliable and valuable type of data because it comes straight from your customers. You own it, control it, and can use it to personalize experiences. With privacy rules tightening, first-party data is more important than ever. It helps you build trust, stay compliant, and deliver relevant marketing without relying on third-party sources.

G

Geotargeting

Geotargeting is when you tailor your marketing based on someone’s location. You might show different ads, send local offers, or adjust messaging depending on where someone is. It’s particularly useful for:

Events
Store promotions
Region-specific campaigns

Geotargeting helps you stay relevant and timely. When your content matches someone’s context, it feels more personal and more likely to drive action.

Global benchmark report

The Global benchmark report is Dotdigital’s flagship industry study that analyzes tens of billions of email, SMS, and automation campaigns from brands across the world.

Inside the report, you’ll see how your results compare to others in your industry and market. Covering over 40 industries across APAC, the Americas, and EMEA, the Global benchmark report will help you understand how you’re doing.

You get hard data on metrics so you can benchmark your results against industry averages and spot where you perform above or below the norm. These metrics include:

List growth
Click‑through rates
Subscriber churn
Engagement

More than just numbers, the report also highlights trends and best practices so you can get actionable insights. It helps you understand which channels, tactics, and automation workflows are working well right now and where your next opportunity is hiding.

H

Hitting the mark

Hitting the mark is Dotdigital’s original flagship marketing report and our longest-running annual study of marketing campaigns and tactics. Each year, we analyze the strategies of 100 global brands, looking at everything from email design, content, and automation to data collection, personalization, and cross‑channel marketing.

The report gives you real‑world insight into what top‑performing brands are doing right (and where many are falling short). Inside you’ll find:

Campaign inspiration from top-performing brands around the world
Best practices and trends in email marketing, website experience, personalization, and data usage
Expert commentary, actionable tips, and strategic ideas you can use to improve your own campaigns

If you want to get an exclusive look at the email design and tactics being used by marketers across APAC, the Americas, and EMEA, then Hitting the mark is your go‑to guide.

Hyper personalization marketing

Hyper-personalization goes beyond using someone’s name in an email. It’s about tailoring content, offers, and experiences based on real-time data and behavior. You might recommend products based on browsing history or send messages triggered by specific actions.

It makes your marketing feel one-to-one, even at scale. When people get content that’s truly relevant, they’re more likely to engage and convert.

I

Impressions

An impression is counted every time your ad, email snippet, or piece of content appears on someone’s screen. It shows visibility, not engagement.

For example, if an ad is shown 500 times, that’s 500 impressions even if no one clicks.

Impressions are often used to measure brand awareness campaigns, where the goal is to be seen rather than drive immediate action. Tracking them helps marketers understand potential reach and compare how content performs across different channels.

K

KPIs (key performance indicators)

A KPI is a metric that shows how well you’re doing against a goal. It could be anything like:

Email open rates
Traffic
Demo bookings
Revenue growth

KPIs help you track progress, spot trends, and make informed decisions. Choose KPIs that match your strategy, and review them regularly. When you measure what matters, you can improve what matters.

L

Lead scoring

Lead scoring is a way to rank potential customers based on how likely they are to convert. You assign points for certain actions like:

Visiting your website
Opening emails
Downloading a guide
For details such as role, location, or company size

The higher the score, the more interested or ready that person might be to buy. Lower scores can show who needs more nurturing. Lead scoring helps marketing and sales teams focus their time where it matters most and align on when a lead is ready for follow-up.

Lifecycle marketing

Lifecycle marketing is about engaging customers at every stage, from first touch to loyal advocate. You’ll tailor your messaging based on where someone is in their journey. That might mean welcome emails, nurture campaigns, or re-engagement offers.

The goal is to build lasting relationships, not just one-time sales. Lifecycle marketing helps you stay relevant, increase retention, and grow customer value over time.

M

Marketing analytics

Marketing analytics is the process of collecting and interpreting data from your marketing activities to understand performance and make informed decisions. It looks at metrics across channels to show what’s working and what needs improvement, such as:

Email open rates
Website traffic
Social engagement

By spotting patterns and trends, marketing analytics helps you optimize campaigns, allocate budget effectively, and forecast results. It answers questions such as:

Which campaigns drive conversions?
Where are customers dropping off?
How can messaging or targeting be improved?

Used well, marketing analytics turns raw data into actionable insight, helping you improve ROI, strengthen customer engagement, and make marketing decisions with confidence.

Marketing automation

Marketing automation lets you set up campaigns that run on their own triggered by behavior, timing, or data. You can send emails, update segments, or score leads without manual effort.

It saves time and boosts efficiency. But it’s not just about doing more with less; it’s about doing better. Automation helps you deliver the right message at the right time, every time. It’s a must-have for scaling personalized marketing.

Marketing channels

Marketing channels are the different ways you reach your audience. Think email, SMS, social media, paid ads, and your website. Each channel has its own strengths:

Email is great for personalization
Social builds community
Paid ads drive quick traffic

You don’t need to be everywhere, but you do need to be where your audience is. The key is choosing the right mix and making sure your message fits the channel. When your channels work together, your marketing feels seamless and more effective.

Marketing mix (7ps)

The marketing mix is a framework for planning and executing marketing strategy, covering:

Product
Price
Promotion
Place
People
Packaging
Process

It helps marketers ensure campaigns are coordinated and aligned with business goals. Each element focuses on a key aspect of marketing like:

Delivering the right product at the right price
Promoting it effectively
Reaching the right audience
Supporting it with the right people and processes
Presenting it well

Using the marketing mix ensures decisions are strategic rather than ad hoc, improving customer experience, brand consistency, and campaign effectiveness, especially when launching new products or entering new markets.

Marketing qualified lead (MQL)

A marketing qualified lead (MQL) is a lead that shows interest and fits your ideal customer profile.

MQLs help your sales team focus on the most promising prospects. Nurturing MQLs effectively can lead to higher conversion rates and better ROI.

To identify MQLs, you might look for:

Email sign-ups, downloads, or webinar attendance
Engagement with marketing campaigns
Fit with your target customer criteria

MMS messaging

MMS messaging stands for Multimedia Messaging Service. It’s a mobile messaging format that lets you send rich media, not just plain text. Where SMS focuses on short written updates, MMS gives you space to use:

Images
GIFs
Short videos
Audio clips
Longer text

Marketers tend to use MMS when they want to capture attention quickly or bring a story to life. You can show a product instead of describing it, share a quick demo, or send creative promotions that stand out in a crowded inbox. MMS is also useful during seasonal campaigns when visuals help reinforce emotion and drive action.

When used with clear purpose and strong visuals, MMS can lift engagement and help you deliver mobile experiences that feel more memorable and impactful.

Mobile marketing

Mobile marketing is how you connect with people on their phones and tablets. It includes SMS, push notifications, mobile-friendly emails, and ads designed for small screens.

With most people browsing and buying on mobile, it’s essential to optimize your content for quick, easy interactions. You’ll want fast-loading pages, clear CTAs, and messages that feel personal.

N

Narrowcasting marketing

Narrowcasting is the opposite of broadcasting. Instead of sending one message to everyone, you target a specific group with tailored content. It’s about relevance over reach.

You might narrowcast by location, behavior, or interests. This approach helps you connect more deeply with your audience and drive better results. When people feel like your message is just for them, they’re more likely to engage.

Net promoter score (NPS)

Net promoter score (NPS) measures how likely your customers are to recommend your brand to others.

NPS helps you gauge customer satisfaction and loyalty. A higher NPS indicates happy customers who are more likely to become advocates and drive referrals.

To measure NPS, you need:

A survey asking: “How likely are you to recommend us to a friend or colleague?”
A scale of 0–10 to classify promoters, passives, and detractors
A formula: NPS = % of promoters − % of detractors

Nonprofit marketing

Nonprofit marketing is about promoting causes, not products. You’re raising awareness, driving donations, and inspiring action. The focus is on storytelling, impact, and building trust.

You’ll use channels like email, social media, and events to connect with supporters. Every message should show why your mission matters and how people can help.

O

Omnichannel marketing

Omnichannel marketing means creating a connected experience across all your channels, such as email, SMS, social, web, and more. Your audience can move between platforms and still get a consistent message. When someone clicks an ad, visits your site, and gets a follow-up email, it should all feel like part of the same journey.

Open rate

Open rate is the percentage of recipients who open an email. It’s calculated by dividing the number of opens by the number of emails delivered, then multiplying by 100.

Strong open rates suggest your subject line, sender name, and timing are working. Lower ones can point to issues with targeting, spam filtering, or lack of interest.

Testing different subject lines, segments, and send times can help lift open rates and keep audiences engaged from the very first glance.

P

Personalization

Personalization is tailoring your marketing to each person. It’s about sending the right message at the right time, based on behavior, preferences, or data. You might recommend products, adjust content, or trigger messages based on actions.

Personalization makes your marketing feel relevant and human. When people feel understood, they’re more likely to engage and convert.

Popovers

A popover is a small message box that appears over a webpage to catch a visitor’s attention. It might promote a sign-up, highlight an offer, or encourage a specific action.

Popovers can be triggered by behavior like:

Scrolling
Time spent on a page
Moving to close the tab

The best ones are clear, relevant, and easy to dismiss. Poorly timed or intrusive popovers, on the other hand, risk annoying visitors.

Used thoughtfully, they can nudge people toward the next step without interrupting their experience.

Product recommendations

Product recommendations suggest items based on what someone’s viewed, bought, or liked. You’ll see them in emails, on websites, or in apps. They help people discover things they might need and boost your sales.

The smarter your recommendations, the more helpful they feel. You can use data like:

Browsing history
Purchase behavior
Similar customer profiles.

It’s a simple way to personalize the experience and drive repeat purchases.

Q

Qualified leads

Qualified leads are people who are likely to become customers. They’ve shown interest, fit your target audience, and meet certain criteria like a job role, budget, or intent.

You’ll often score leads based on behavior (like clicking a demo link) or profile data. The goal is to focus your efforts on the right people. When you know who’s ready to buy, you can tailor your messaging and speed up the sales process.

R

Rich communication services (RCS)

RCS lets you send messages that go way beyond plain text. It works over data networks, so you can deliver richer, more interactive experiences right inside a customer’s default messaging app. The result feels closer to an app-like conversation than a traditional text.

With RCS, you can share things like:

High quality images and videos
Animated GIFs and audio clips
Interactive carousels
Suggested replies and quick action buttons like “add to calendar” or “view order”
Location sharing and map views
File transfers

These features help you create messages that are more dynamic and useful, all while keeping the journey simple for the customer. RCS also supports Verified Sender profiles, which gives people confidence that the message really came from your brand. And with built-in encryption, you can offer a secure experience that builds trust while keeping conversations smooth and engaging.

Responsible marketing

Responsible marketing means putting people first. It’s about being ethical, inclusive, and transparent in everything you do. You respect privacy, avoid manipulation, and make sure your content is accessible.

It’s good practice that builds trust. Responsible marketing also means considering the impact of your campaigns on society and the environment. When you lead with integrity, your brand stands out for the right reasons.

Retargeting

Retargeting is when you show ads to people who’ve already interacted with your brand like visiting your site or clicking an email. It’s a way to stay top of mind and bring people back.

You can remind them of products they viewed, offer a discount, or nudge them to complete a purchase. Retargeting works because it’s relevant; you’re reaching people who already know you. It helps boost conversions and reduce drop-off.

Retention

Retention is about keeping your existing customers engaged and coming back. It’s easier (and cheaper) than constantly chasing new ones. You’ll improve retention with great experiences, personalized outreach, and timely follow-ups. Think:

Loyalty programs
Re-engagement emails
Helpful content

When customers feel valued, they stick around. Retention is a sign of trust and a driver of long-term growth. Track it over time, learn what works, and keep building those relationships.

Return on ad spend (ROAS)

ROAS shows how much revenue you earn for every dollar spent on advertising. It helps you see which campaigns are profitable.

By tracking ROAS, you can prioritise campaigns that generate revenue and pause or optimize underperforming ones. A higher ROAS means your ads are delivering more value.

To calculate ROAS, you need:

Revenue generated from a specific ad campaign
Total cost of that campaign
A formula: ROAS = revenue ÷ ad spend

RFM (recency, frequency, monetary)

RFM is a way to group customers based on three key behaviors:

Recency – how recently they bought
Frequency – how often they buy
Monetary – how much they spend

These scores help marketers spot their most valuable and loyal customers, as well as those who might be slipping away. For example, someone who bought last week, orders regularly, and spends a lot would rank highly.

RFM analysis helps tailor campaigns, rewarding top customers, re-engaging lapsed ones, and nurturing those in between.

ROI (return on investment)

Return on investment (ROI) measures how much value you get from your marketing compared to what you spend. It’s a simple formula: revenue minus cost, divided by cost.

A positive ROI means your campaigns are paying off. You’ll track it across channels to see what’s working. ROI helps you make smarter decisions, justify budgets, and optimize performance.

S

Sales qualified lead (SQL)

A sales qualified lead (SQL) is a lead that’s ready for direct follow-up by your sales team.

SQLs are further along the buying journey than marketing qualified lead (MQLs). Prioritising SQLs ensures your sales efforts are focused on leads most likely to become customers.

To qualify SQLs, you might check for:

A direct request for a demo or quote
Clear budget or decision-making authority
Alignment with your product or service offering

Segment

A segment is a group of contacts who share something in common, such as location, interests, or purchase history. Segmentation helps you send content that’s more relevant and engaging.

Segments can be dynamic (contacts automatically move in or out based on rules you set) or static (a fixed list that stays the same).

By targeting messages to the right people, you make your marketing feel more personal and boost results in the process.

Segmentation

Segmentation is splitting your audience into smaller groups based on things like behavior, location, or preferences. It helps you send more relevant messages. Instead of one-size-fits-all, you tailor your content to each group. That means:

Better engagement
Stronger relationships
Higher conversions

You might segment by purchase history, email activity, or job role. The more you know about your audience, the more you can personalize.

SMS marketing

SMS marketing is sending short, targeted messages straight to someone’s phone. It’s fast, direct, and personal. You can use it for promotions, reminders, updates, or alerts.

Because people check their phones constantly, SMS has high open rates and quick response times. Keep messages clear, timely, and relevant. SMS works best when it’s part of a wider strategy and not just a one-off blast.

Sender reputation

Sender reputation is a score used by email service providers to judge how trustworthy your emails are. A strong reputation makes it more likely your messages will reach inboxes; a weak one can push them to spam.

The score is based on factors like:

Bounce rates
Spam complaints
Engagement
Consistency in sending patterns

Sending to clean, opted-in lists and keeping your content relevant helps maintain a healthy reputation.

Good sender reputation is key to getting your emails seen by the people who actually want them.

Social media marketing is using platforms like LinkedIn, Instagram, Facebook, and X to connect with your audience. You’ll share content, run ads, and engage in conversations to build brand awareness and drive traffic. Of course posting content is a big part of it but it’s also about listening, responding, and creating value.

You can target specific groups, track performance, and test different formats. Social media helps you stay visible, build trust, and grow your community. When done well, it turns followers into fans, and fans into customers.

Suppression list

A suppression list is a record of contacts you’ve chosen not to email. It protects your sender reputation and helps you stay compliant with privacy laws.

People end up on suppression lists for reasons like:

Unsubscribing
Marking messages as spam
Hard bounces (when an email can’t be delivered)

Suppressing them means you won’t accidentally send to someone who doesn’t want to hear from you – helping build trust and keeping your data clean.

Think of it as a safety net for both your brand and your audience.

T

Text marketing

Text marketing is sending promotional or transactional messages via SMS. It’s quick, direct, and personal. You can use it for flash sales, reminders, updates, or alerts. Because people check their phones constantly, text messages have high open rates and fast response times. Keep your messages short, clear, and timely.

Transactional messaging

Transactional messages are triggered by a customer’s action like a purchase confirmation, password reset, or shipping update. They’re expected, useful, and often opened quickly.

While they’re not promotional, they’re still a chance to reinforce your brand and build trust. You can personalize them, add helpful links, or suggest next steps. These messages keep your customer informed and your experience smooth.

U

User engagement

User engagement is how actively people interact with your brand like clicking, commenting, buying, or sharing. It shows how connected they feel. High engagement typically means your content is landing and your experience is resonating.

Low engagement? Time to rethink your approach. You can boost it with personalized messages, helpful content, and timely follow-ups to ensure your continuing to build relationships with your audience.

V

Video marketing

Video marketing is using video content to promote your brand, product, or message. It’s engaging, easy to consume, and great for storytelling. You can use it for product demos, customer testimonials, tutorials, or social content.

Video helps you explain complex ideas, build trust, and boost conversions. It works across channels, from email to social to your website. When done well, it’s one of the most powerful tools in your marketing kit.

W

Website personalization

Website personalization means tailoring your site’s content based on who’s visiting. You might show different messages, products, or offers depending on someone’s location, behavior, or profile.

It helps you create a more relevant experience; one that feels like it’s built just for them. Personalisation boosts engagement, reduces bounce rates, and increases conversions. It’s a smart way to turn data into action.

Welcome journey

A welcome journey is a series of automated messages sent to new subscribers or customers after they sign up or make their first purchase. It’s your chance to make a great first impression.

These messages often start with a friendly thank-you, followed by helpful tips, product recommendations, or special offers. The goal is to build trust, set expectations, and encourage engagement early on.

A strong welcome journey helps new customers feel valued and lays the foundation for long-term loyalty.

WhatsApp marketing

WhatsApp marketing is using the messaging app to connect with your audience. You can send updates, answer questions, or share offers all in a channel people use daily. It’s personal, fast, and interactive.

You’ll need permission to message people, but once you have it, you can build strong relationships. WhatsApp works well for customer service, transactional messages, and conversational marketing.

Winston AI

WinstonAI is Dotdigital’s AI-powered marketing assistant, built on Microsoft Azure’s OpenAI service. It helps you work smarter by making tasks like content creation, subject line suggestions, and channel optimization faster and easier.

WIth Winston AI, you can;

Draft and refine copy
Adapt emails for SMS
Check grammar
Get insights on customer behavior all in one place

Designed for marketers who want to save time and deliver more relevant campaigns, WinstonAI fits seamlessly into your existing workflow. It’s about helping you focus on the creative and strategic side of marketing while routine tasks run in the background.

Z

Zapier integrations

Zapier integrations let you connect Dotdigital with thousands of other apps and platforms without writing a single line of code. By creating “Zaps,” you can automate workflows between tools you already use, such as CRMs, ecommerce platforms, and productivity apps.

For example, you could:

Automatically add new ecommerce customers to your Dotdigital email list
Trigger SMS campaigns when a form is submitted
Update contacts across systems in real time

These integrations save time, reduce errors, and make it easier to deliver personalized, timely marketing across multiple channels. They’re ideal for marketers who want to streamline processes, increase efficiency, and ensure data flows smoothly between systems.

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