# Email glossary

Plain definitions of the email marketing and deliverability terms you meet running a list, each with how it works in practice and in Mimeo.

- [Merge tags: personalizing email with subscriber data](https://mimeohq.com/glossary/merge-tags): Placeholders filled with each subscriber's own data when an email sends.
- [Tags vs segments: labels you set and audiences you define](https://mimeohq.com/glossary/tags-vs-segments): Labels you put on people versus live rules that work out an audience.
- [Suppression list: the addresses your email must never reach](https://mimeohq.com/glossary/suppression-list): The addresses your email must never reach, whatever the audience says.
- [Broadcast email: one message to your list at one time](https://mimeohq.com/glossary/broadcast-email): One message sent to a list or segment at a time you choose.
- [Double opt-in: confirm the address before you send](https://mimeohq.com/glossary/double-opt-in): A signup that counts only once the person confirms their address.
- [Drip campaign: emails sent on a schedule after a signup](https://mimeohq.com/glossary/drip-campaign): A series of emails sent automatically on set delays.
- [Email flow: automation that starts on an event](https://mimeohq.com/glossary/email-flow): Automation that starts when something happens and runs steps for that person.
- [Email list cleaning: what to remove and when](https://mimeohq.com/glossary/email-list-cleaning): Removing the addresses that can't or won't receive your email.
- [Email warm-up: raising send volume slowly](https://mimeohq.com/glossary/email-warm-up): Starting a new domain or provider small, then raising volume as trust builds.
- [Flows vs sequences vs broadcasts: which one to use](https://mimeohq.com/glossary/flows-vs-sequences-vs-broadcasts): One email at a moment, a series on delays, or automation that reacts to events.
- [Hard vs soft bounce: which failed emails to stop sending](https://mimeohq.com/glossary/hard-vs-soft-bounce): Permanent and temporary delivery failures, and which ones to stop sending to.
- [Inactive subscribers: spotting and handling them](https://mimeohq.com/glossary/inactive-subscribers): People still on your list who have stopped opening and clicking.
- [List-Unsubscribe: the header behind the unsubscribe button](https://mimeohq.com/glossary/list-unsubscribe): The email header that puts an unsubscribe button in the inbox.
- [Preference center: let people choose what they get](https://mimeohq.com/glossary/preference-center): A page where subscribers choose which emails they get, short of leaving.
- [Re-engagement and win-back emails: bringing people back](https://mimeohq.com/glossary/re-engagement-and-win-back): Emails that bring back quiet subscribers and lapsed customers, or let them go.
- [Sender reputation: what it is and how to protect it](https://mimeohq.com/glossary/sender-reputation): How far mailbox providers trust mail from your domain, and what moves it.
- [Spam complaint rate: the number inbox providers watch](https://mimeohq.com/glossary/spam-complaint-rate): The share of your delivered email that people mark as spam.
- [SPF, DKIM and DMARC: email authentication, explained](https://mimeohq.com/glossary/spf-dkim-dmarc): The three DNS records that prove your email really comes from your domain.
- [Transactional vs marketing email: what each is for](https://mimeohq.com/glossary/transactional-vs-marketing-email): Receipts and password resets versus newsletters and promotions, and why they stay apart.
- [Welcome series: the first emails a new subscriber gets](https://mimeohq.com/glossary/welcome-series): The first few emails a new subscriber gets, starting the moment they join.

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This is the Markdown copy of https://mimeohq.com/glossary.