Automation Funnel vs. Campaign?

A Workflow in Sendlane is used to create a dynamic email series allowing users to have a more direct target for their subscribers. Utilizing actions such as adding tags, event tracking, and other conditions will help users have a targeted approach when emailing subscribers.

The Campaign module is designed to send one-time broadcast emails to the lists or segments of your choice


Above The Fold

Above the fold refers to the area of an email or website where the visitor does not have to scroll. This area is considered valuable in terms of marketing.


Content layout and placement is important because content that appears above the fold is what is first visible when the user loads the email or webpage. It is the prime real estate that gets the most attention of users.

With this high visibility, the content that you place above the fold should be the content that is most important to achieving your business goals. The content should immediately grab the user’s attention and present them with the things that they are looking for so that they don’t discard the email immediately after opening.



An email blacklist is a real-time database that determines if an Internet Protocol (IP) address or domain is sending an email that could be considered Spam. Many blacklists exist, all with a common goal of keeping SPAM emails out of others inboxes. Blacklists are intended to help identify and block sites that distribute harmful content, email providers may block mail that comes from blacklisted domains.


Bounced Emails

Bounced emails are campaigns that could not be delivered to the recipient's email address. There are two types of bounced emails: hard bounces and soft bounces.

Hard Bounces

Hard bounces are email addresses that were rejected immediately.

Possible reasons for this may include:

  • The recipients email no longer exists or is invalid.
  • The email domain is unknown or no longer valid.
  • The email is misspelled - This being the most common reason.

Soft Bounces

Soft bounces are addresses that are rejected due to temporary issues.

Here are a few examples of why a Soft Bounce may occur:

  • The recipient’s email server may be overloaded or offline.
  • The recipient could be over their inbox limit.
  • Or it could be a short challenge with the remote server preferences.
  • 'Blocked Due to Content' - it has been captured in a junk e-mail filter.


Bulk Email

Bulk email is a single email that is sent out to a large group of contacts at once. Bulk emailing does require special email software such as Sendlane. This software takes every single email address from a contact list and sends one particular email to every email address.

This type of email marketing is the management of mailing lists and targeting email communications with a varied mailing base. Bulk emailing allows you to segment your own email contacts based on their likes, dislikes, and needs targeted by relevant and tailored information.


Call to Action (CTA)

A call to action, or CTA, is a statement designed to get an immediate response from your audience within your email campaigns. We use this in email marketing as a strategy to entice your target market to respond through action. This is generally used at the end of the email, sometimes throughout, to let contacts know what to do next if they are interested to do so.

Some examples of using this include asking customers to "Buy Now" to increase revenue, or simply using a "Sign up for a free report" to build your contact list.

Commonly used Call to Action phrases:

  • Sign-up
  • Register
  • Subscribe
  • Buy Now
  • Download
  • Submit your best email

“Click here” is not a good call-to-action. Giving more information on the "why" will create more interest in why contacts should act on your link to the product or offer.


Can-Spam Act

CAN-SPAM Act is enforced by the Federal Trade Commission and stands for Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003.

The is a law that sets the rules for commercial email, establishes requirements for commercial messages, gives the recipients the right to have you stop emailing them, and spells out the penalties for violating these rules.

This Act covers not only commercial email but bulk emailing as well. The law defines this as “any electronic mail message the primary purpose of which is the commercial advertisement or promotion of a commercial product or service,” including email that promotes content on commercial websites.

The law makes no exception for business-to-business email. That means all email – for example, a message to former contacts announcing a new product line – must comply with the law.

The main CAN-SPAM requirements are as follows:

  • Don’t use false or misleading header information
  • Don’t use deceptive subject lines
  • Identify the message as an ad
  • Tell contacts where you are located -Your message must include your valid physical postal address
  • Tell your contacts how to opt out of receiving future email from you
  • Honor opt-out requests promptly
  • Monitor what others are doing on your behalf - This means even if you hire an outside company to handle your email marketing for you.

For more information, you can visit the CAN-SPAM Act website.


What Is Captcha?

Captcha is a software program or system created to determine between a human being or robot submission into a form. This is basically a way of thwarting spam as well as robotic extraction of information and data from websites.

These are examples of different types of Captcha.


Character Encoding

In computing, words and sentences in the text are created from characters. Characters are needed for a specific purpose are grouped into a character set, also called a repertoire. To refer to characters in a definitive way each character is associated with a number, called a code point. The characters are stored in the computer as one or more bytes.


Character encoding provides the key to unlock the code. It is a set of mappings between the bytes in the computer and the characters in the character set. Without the key, the data would be undecipherable. When you input text using a keyboard, the character encoding maps characters you choose to specific bytes in the computer memory, and then to display the text it reads the bytes back into characters.

The different encoding techniques, including ASCII as well as Unicode, in which characters and other characters are each designated, is a special tag for storage and transmission on computing devices - Also known as a character map, character set or charset.


Click Tracking

Click tracking is a technique utilized to determine and record what users are clicking while browsing the internet or reading email. The clicking action is sent and logged by the users Internet Browser or website server while the user continues to explore and click around the application or website.

This method is quite useful when determining the effectiveness and productivity of marketplace analysis and software development, among other things.

Sendlane will perform click tracking, but if you want deeper data insights such as where the clicks were located in the world or IP Address just to name a few, then using click tracking software is a great way to go.


Confirmed Opt-In

Confirmed Opt-in, or sometimes referred to as double opt-in, requires a subscriber to answer an email verification as a way to be put on the opt-in list. If perhaps the contact does not respond, this individual will not get additional emails from you and will be displayed as unconfirmed. This could certainly lower bounced email addresses because of spelling flaws.

In some countries, email marketing laws require a confirmed opt-in process to help protect against SPAM.

Here you can see a confirmation of opt-in that a subscriber may receive.



Cookies are a small text file created by a website that is stored in a user's computer either temporarily for that session only or permanently on the hard disk (persistent cookie).

Cookies provide a way for websites to recognize the user and keep track of their preferences. For example:

  • A user can place items in a shopping cart, switch to another page or even another site, and when they come back, the site recognizes them and the current state of the cart.
  • If your user ID and password are stored in a cookie, it saves you from typing in the same information all over again when accessing that service the next time.

Cookies contain a range of URLs (addresses) for which they are valid. When the Web browser or other HTTP application sends a request to a Web server with those URLs again, it sends along the related cookies. By retaining user history, cookies allow the website to tailor the pages and create a custom experience for each individual.


CSV Format

CSV is a simple file format used to store tabular data, such as a spreadsheet or database. Files in the CSV format can be imported to and exported from programs that store data in tables, such as the subscribers on your list within Sendlane.


The Comma-Separated Values (CSV) format is commonly used to swap information between applications. Separated by commas, the CSV file will contain several records - utilizing one record per line.


Domain Name


A domain name is a unique identifier for a website that is used to distinguish Internet Protocol (IP) addresses in a more memorable way. For example, the domain name of our website is

Each website or domain name aligns with a specific IP address.For Example:

  • has the IP address of

If you were to enter this into the address bar of your browser you would be taken directly to the domain name or website

Whenever you visit a website, the domain name appears in the address bar of the web browser. Domain names are relatively easy to register, and anyone can register a domain name for their blog or website.


Email Blast

"Email Blast" as a term has become obsolete and comes with a negative connotation.

An email blast pertains to a large number of emails sent out that are impersonal and untargeted making them ineffective - sending spam email to unsuspecting recipients.

In email marketing we want emails to be strategic, targeted, personalized, and properly segmented.


Email Subject Line

The Subject Line is the title of the email. In the image here, you can see the subject lines are in bold. The Subject Line appears in the preview of most emails.



ESP within the context of internet terminology is an acronym for Email Service Provider.



The footer is the very last piece of content found at the end of a website or in an email. The purpose of the footer can be to signal to the user that they are at the bottom of the web page or email, as well as to supply links or shortcuts to other areas of your website.

Many users count on footers to find pertinent information such as:

  • Copyright
  • Sitemap
  • Privacy Policy
  • Terms of Use
  • Contact Information - Address, email, phone number, etc.
  • Social Media Icons / Widgets
  • Email Signup
  • Site Search Tool
  • Login Area
  • Articles if you have a blog
  • Call to Action

Website and Email footer design are about choosing what to include, with the intention of helping visitors/contacts and meeting business goals.

Please Note: Sendlane footers contain your business name, physical address, why the contact is receiving the email and how they can update or remove their information for communications. These are required in order to comply with the CAN-SPAM Act


From Name

The From Name Field is the area that your subscribers will see when being sent emails from Sendlane. You can use a personal name (Jane, John, Mary) or a Business name.

When creating a List for your subscribers, you can find the From Name field within the list settings.



HTML stands for Hyper Text Markup Language. It can be thought of as a programming language that is used to place text, images and other contents on a webpage. It is the foundation of almost any page you visit on the internet.

Each page contains a series of connections to additional pages referred to as hyperlinks. Every website you discover online is made using one kind of HTML code or another. Within the context of email. Your email communication using HTML will act as webpages within certain limitations.

HTML email format is an email that happens to be formatted similar to a web page, using coloration, graphics, table columns as well as hyperlinks. Envision any newsletter sent to you from a business, this will be what an HTML email looks like.


Non-Confirmed Opt-In

A non-confirmed opt-in is when a Contact is added to your List without them confirming they’ve signed up for the emails.

Here you can see where a user may confirm their opt-in to your list.


Open Rate

The open rate is expressed as a percentage and indicates the total of opened emails. This is calculated by the percentage of total opened emails divided by how many total emails were sent. The open rate does not reflect unique opens, the first time a subscriber opens your email, but instead reflects upon the total opens from all subscribers.

For example:

  • 1000 emails sent and 250 total opens registered, which gives you an open rate of 25%.
    • 250/1000 = 25%

This data helps email marketers to determine subject lines that engage well with subscribers. Sendlane automatically tracks your open rates and will report them back to you.


Opt-In Email

An opt-in email is a verification email sent to a contact after they initially sign up to receive your emails. It usually contains a link to add them to your list. This is commonly done in the process of what’s called a confirmed opt-in or a double opt-in.

Here you can see where a contact may confirm their opt-in to your list.


Permission-Based Marketing

Permission-Based marketing is the practice of sending marketing communications only to contacts who have given their consent to receive them.

Gaining permission can also be called an Opt-in. Contacts will opt-in to receive content of interest such as newsletters, eBooks, or other downloads, etc. There are two kinds of permission for permission-based marketing:

  • Explicit Permission - You obtain Explicit Permission when a contact opts-in or requests specific information from you. These can include a newsletter, a contact form on a website, landing pages, etc.
  • Implicit Permission - You can obtain Implicit Permission through a customer or client relationship. Such as contacting current customers about new offers, incentives and more.

It’s important to be specific about what you are offering and how often your contacts will receive emails from you. If it’s a newsletter, let them know if it’s weekly, monthly or bi-monthly. If it’s a free download, tell them it’s an immediate download via email. Making promises and delivering on them is good permission-based marketing practice.

Plain Texts Email

Plain-text emails are just that—plain text. They are the email equivalent to a letter written on a typewriter. No images, specialty fonts or hyperlinks.

Some email users choose to receive communications in Plain Text, thereby stripping away any HTML formatting to the message. Emailing in regular HTML format will deliver an aesthetic design to the email and creates an experience similar to a website within the recipient’s email provider.

Please Note: Plain Text will disable Sendlane’s open tracking feature because there is no way to embed the tracking pixel in a non-HTML email.


Reply-To Field

The Reply-to Field is the area where you enter the email address you want your contacts to reply to; if they want to communicate with you from one of your email campaigns.

When creating your Sender Profile for your contacts, you can find the Reply-To field within the sender profile settings.

Please Note: You will need to verify this email address before using this sender. We will send this email address a verification email after you have saved the sender information.



A Segment is a filtered subsection of a list, based on contacts that meet a certain ‘condition’. These conditions can include whether or not a subscriber opened a specific email, when they subscribed to your list, and many others factors to help you better target a specific audience.

You can learn how to create your segments here.



Email spam, also known as junk email, is unsolicited messages sent by email.

Sent by someone that has no prior affiliation with you. A sender that you have not opted into their mailing List and they are sending you emails that you did not wish to receive. No permission was given by you.


Spam Complaints

A Spam Complaint is a direct reply by a contact that the emails they are receiving are unwarranted. These complaints are considered very serious as the user has decided to report the emails they are receiving are unwanted or unsolicited.



URL is an acronym for Uniform Resource Locator. This is most commonly known as a web address. An example would be, this is the URL for our email marketing platform.



A Whitelist in email marketing is a generic name for a list of e-mail addresses or Internet Protocol(IP) addresses that have been deemed spam free.

Whitelists run within email applications allowing users to assemble a database of senders. This database includes those senders from who they will gather the email information. This database will override blacklists and spam filters also allowing these emails to be delivered to the user’s inbox and kept out of spam folders.


ZIP File

A ZIP file (.ZIP) is a computer file or document that is comprised of one or more files that are compressed for storage or transmission, often carrying the extension .ZIP. This type of file takes up less memory, can be stored easily and makes sending email attachments faster and


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