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AVADA Glossary of Terms


Abandoned cart email. Once someone leaves a cart with products and doesn't complete a purchase, AVADA Marketing Automation sends an email reminder. It can be in the form of a single email or a sequence of multiple emails.

A/B testing. A method of comparing different options to determine which performs the most effectively. For example, you can A/B test two email subject lines to see which achieves a higher open rate, or test a 15% off offer and a 25% off offer to see which generates more profit.

Actions. What AVADA does when a contact reaches a certain stage in a flow. For instance, send an email or SMS message or update profile information.

Active contacts: Any contacts in AVADA that can be messaged and who are not suppressed.

Automation. Automation is a type of marketing tool empowering online marketers and retailers to smartly manage multiple email workflows based on customer behavior. AVADA automated workflows can be found in the Automation section inside the app.


Bounce. Bounces happen when an email is unable to be delivered. There are two types of bounces: hard and soft bounces, which occur for different reasons.

Browse abandonment workflow. An automated flow sent when an identifiable browser visits a product page and doesn't make a purchase.


Campaign. An email sent to your subscribers. Each bulk email that is delivered to a segment is considered a separate campaign.

CAN-SPAM Act. A US law intended to minimize the delivery of unwanted emails. CAN-SPAM sets the rules for commercial emails, establishes requirements for commercial messages, gives recipients the right to have senders stop emailing them, and spells out tough penalties for violations.

CAN-SPAM doesn't just apply to bulk email; it covers all commercial messages, which the law defines 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. It makes no exception for business-to-business email. However, it does exempt transactional and relational messages.

Channels: A section found in each profile. It describes what channels (i.e., email, SMS) the contact has opted in to receive from your brand. It will also provide opt-out information (if applicable) and the profile's consent-status.

Click Rate. Click rate indicates the percentage of subscribers who have clicked on any of the links included in your email.

CNAME. CNAME, or canonical name, can be used to alias one name to another. Suppose you have both and hosted by the same server and pointing to the same application. In this case, to avoid maintaining two different records, it is common to create:

- An A record for pointing to the server IP address
- A CNAME record for pointing to

As a result, will point to the server IP address, and will point to the same address via If the IP address changes, you only need to update it in one place. In case you edit the A record for, automatically inherits the changes.

Complaint. A complaint is recorded when an email recipient actively marks your email as spam. This is tracked in AVADA in the reports of a particular campaign or automated email.

Cross-sell workflow: A message or series of messages that display customers products similar to ones they purchased. Learn how to send cross-sell emails.


Dedicated IP Address. An IP address that only one account uses.

Deliverability. Email deliverability is defined as when an email successfully reaches the inbox. An email is unsuccessfully delivered when it ends up in the spam folder or is blocked from reaching the inbox entirely.

DKIM. DKIM (Domain Keys Identified Mail) is a cryptographic technology created by Cisco and Yahoo. It ensures that the message arriving at the inbox provider is identical to the message sent. DKIM defends against malicious modification of messages in transit.

Like an SPF record, DKIM is also a TXT record that is added to a domain's DNS. It is also known as "email signing." DKIM can prevent the falsification of emails. If someone tampers with the content of an email, DKIM detects it.

DMARC. DMARC (Domain-based Message Authentication, Reporting, and Conformance) is a protocol that uses DKIM and SPF to determine the authenticity of an email message. It can tell a receiving server whether or not to accept an email from a specific sender. Learn more about DMARC.

DNS. DNS (Domain Name System) is the phonebook of the Internet. Humans access information online through domain names, such as or Web browsers interact through IP addresses. DNS translates domain names to IP addresses so browsers can load Internet resources.

When mentioning a DNS provider, we are talking about a service that hosts your domain name, such as GoDaddy, HostGator, Cloudflare, SquareSpace, etc.

Domain Keys. An email authentication system that is designed to verify the sender's DNS domain to prove message integrity.

Domain Name. The address of your website that people type in the browser URL bar to visit your website. The domain name must be registered before you can use it. Every domain name is unique, and no two websites can have the same domain name.

Draft. When an email is in draft mode, it is not active and will not be sent. This is the default status for a new message and is the status you should use while you are still configuring your content and adjusting settings.


Email Editor. AVADA Email Editor allows you to quickly add, delete, duplicate, and move blocks in your email layout by dragging and dropping elements wherever needed.

Email Engagement. Email engagement refers to recipients opening and/or clicking your emails. Email engagement is often used by inbox providers to determine whether or not your brand is practicing good sending habits.

ESP (Email Service Provider) is a system used to send commercial and transactional emails to your customers. AVADA Marketing Automation is considered an ESP.

Event. When a customer does an action, it's called an event. Events can be used to trigger flows or place a customer in a particular segment.

Export. AVADA has an "Export" option so that you can easily export your contacts with all their data in a CSV file or plain text file.


GDPR. GDPR (General Data Protection Regulation) is a law enacted by the European Commission in 2016 and went into effect in 2018. It is designed to protect the privacy of all EU citizens, including even when those citizens engage with businesses located outside the EU, by imposing regulations around personal data. Learn more about GDPR.


Hard Bounce. A hard bounce happens when an email cannot be delivered due to a permanent reason, such as an invalid email address. AVADA will automatically suppress any email addresses that have hard bounced.

Header. Also called an email header, this refers to identifying information about the email, such as the email subject line, "From:" address, recipient address, date, and more.


Import. You can import contacts to AVADA segments in a few different ways.

Integration. This refers to automatically syncing user data to AVADA from another software platform or application.

IP Address. IP (Internet Protocol) address is a unique string of numbers (separated by periods) identifying a device on the Internet.

ISP. An ISP (Internet Service Provider) is a company that provides customers with Internet access.


Last click: The last time an email or SMS message was clicked.

Last open: The last time an email was opened.

Live: When a workflow is in live mode, it is active and will send automatically.


Multiple splits: A component that creates distinct paths in your workflow, branching based on defined recipient activities or properties. Read more right here.


Not-subscribers. Visitors of your website who have interacted with it (e.g., tried to make a purchase) but haven't opted in to receive your emails.


Open Rate. The percentage of recipients who opened your email.

Opt-in. The act of someone giving permission to be added to your email list. Opt-in can be either single or double.

A single opt-in happens when a subscriber submits his/her email address into your signup form and gets onto the contact list. A double opt-in requires the subscriber to click on a confirmation link in a follow-up email right after they submit their information through a signup form.

Order confirmation. An automated email delivered to your customers after a purchase has been made and the order has been confirmed. It allows you to inform your customers of their order details, such as product(s) purchased, price, billing, shipping information, etc.

Order Follow-up Email. This email belongs to automated workflows. It is automatically sent once your customer meets the email condition, i.e., immediately after the purchase, or 60 days after the purchase.


Plain-text Campaign. An email that doesn't contain any images, rich text formatting, or links.

Pop-up. This is a common signup form, which displays on the customer's screen asking them to sign up and often includes a discount, free shipping, or other incentives. On AVADA, it may appear according to certain defined conditions. Learn more.

Post-purchase flow. A flow automatically sent to customers after they complete a purchase. Examples include thank-you, cross-sell, and up-sell flows.

Pre-header. A text that follows the email subject line when an email is previewed in a recipient's inbox. A preheader is often a teaser of the email content.

Preview. An option in the Email Editor that shows how your email will appear.


Refunded Order. This happens when a customer completes the checkout process in your store and the payment is made. However, the customer requests the payment to be returned.

Reports. In the Reports tab, you'll find all your automated workflow reports as well as email campaign reports, including opens, clicks, revenue, unsubscribers, suppression, etc. Learn more about AVADA reports.


Segment. A collection (list) of email addresses in AVADA maintained in the Audiences tab. It's defined by a set of conditions, i.e., subscribers that are new, customers spent between $100 and $500, etc. A segment will grow as new people meet the conditions.

Sender's Email Address. The sender's email address is what recipients will see in the "From:" field of your email.

Shipping Confirmation. An automated email sent to customers when the status of their order has been changed to Shipped.

Signup Forms. These are different forms where your website visitors can subscribe to your newsletter. It can be a signup box, landing page, inline form, etc.

Soft Bounce. A soft bounce happens due to a temporary reason, such as the inbox being full or the recipient's email server being down momentarily. AVADA will automatically suppress email addresses that have soft bounced.

Spam complaint rate: The number of recipients who reported an email as spam divided by the total number of recipients.

SPF. (Sender Policy Framework) is an email-authentication technique used to prevent spammers from sending messages on behalf of your domain. Simply put, it checks the sender of an email for authenticity.

Spin to Win. An interactive signup form, which asks visitors to become your subscribers in a fun way by making them play and get a price in return for their email address.

Subscribers. Website visitors, social media fans, or customers that express an interest in receiving your emails by submitting their email addresses into your signup form.

Suppressed contacts: Contacts in AVADA who can no longer be emailed. A person can become suppressed because they unsubscribed or marked an email as spam, an email sent to them hard bounced or soft bounced, they were suppressed in a previous email service provider, or you manually suppress them.

Suppression List. The suppression list contains contacts that you cannot send emails to them after they're added to your list. Those contacts include bounces, complaints, unsubscribers, and invalid email addresses. Learn more.


Template. AN HTML file serving as a starting point for a new campaign. This is like a container for the email campaign's content where the design layout and content reside.

Timezone: The time zone associated with the contact's location.

TXT Record. TXT record stands for text record, which provides text information to sources outside your domain. The text can be either human or machine-readable and used for various purposes. Typically, it contains general information about your domain name and also valuable details for verification purposes and email validation.

Unsubscribe rate: The number of recipients that unsubscribed divided by the total number of recipients for a message.


Welcome series. Type of flow sent when someone is added to a list or, in particular cases, is added to a segment. Welcome series allows you to make the first impression with your prospects and encourage the first purchase.

Winback flow. Type of flow aimed at re-engaging lapsed customers.

Workflow. Automated email workflows let you set up an email or series of emails that are sent to your customers based on their activities on your website (e.g., welcome email, abandoned cart, etc.)

Workflow trigger: What causes a workflow to start. Examples of workflow triggers include subscribed to list, added to segment, or takes an action.

Zip code: The zip code (i.e., postal code) associated with the contact's location.

Updated on: 29/07/2021

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