Automated flow

A pre-built sequence of emails or SMS triggered by a customer action — signing up, abandoning a cart, or going quiet — instead of being sent manually.

Open rate

The percentage of delivered emails that were opened. Increasingly unreliable on its own due to Apple Mail Privacy Protection, which pre-fetches images.

Unique open rate

Open rate counted once per recipient, regardless of how many times they reopened the email — a cleaner signal than raw opens.

Click rate

The percentage of delivered emails that got at least one click, a stronger engagement signal than opens alone.

Click-through rate (CTR)

Clicks divided by opens (not deliveries) — shows how compelling the content was to people who already opened it.

Conversion rate (CVR)

The percentage of recipients who completed the target action (usually a purchase) after receiving the email or SMS.

Deliverability

Whether your emails actually reach the inbox, versus landing in spam or being blocked entirely. Affected by sender reputation, list hygiene, and authentication.

Segmentation

Splitting your list into smaller groups based on behavior or attributes, so each group gets messaging relevant to them instead of one blast for everyone.

Welcome series

A short automated sequence sent to new subscribers, usually introducing the brand and offering a first-purchase incentive.

Abandoned cart flow

An automated sequence triggered when someone adds a product to cart but leaves without buying, reminding them to complete the purchase.

Win-back flow

A sequence targeting customers who haven't engaged or purchased in a while, aimed at re-activating them before they churn entirely.

List hygiene

The ongoing practice of removing invalid, inactive, or unengaged contacts to protect sender reputation and deliverability.

Sender reputation

A score mailbox providers assign to your sending domain based on engagement and complaint history — it directly affects whether your emails reach the inbox.

A/B testing

Sending two variants (subject line, send time, offer) to a small sample and using the winner for the rest of the list.

AOV (Average Order Value)

Total revenue divided by number of orders — a common metric for measuring the impact of upsell and cross-sell flows.

Churn

The rate at which customers stop buying or engaging with a brand over a given period.

ESP (Email Service Provider)

The platform used to send and manage email campaigns and automations — TheMarketer, in UPPR's case.

DKIM / SPF / DMARC

Email authentication protocols that prove a message actually came from your domain, protecting deliverability and reducing spoofing risk.