Glossary

Comparative test where two variants of an email (subject, content, sender) are sent to a sample. The better-performing version is then sent to the rest of the list.

Also called : A/B test, split test, test A/B.

See also : Open rate (opening rate), Click-through rate

Programming interface allowing an external system to trigger sends, manage contacts, or retrieve statistics from the platform.

Also called : API, Application Programming Interface.

See also : Webhook (callback URL)

Secret authentication string allowing an external application to access the API. Must be kept confidential and is revocable at any time.

Also called : Token, jeton, token API.

See also : API

File attached to an email. Heavy or suspicious attachments (.exe, .zip) degrade deliverability; offering a download link is preferable.

Also called : Pièce jointe, attachement, attachment, PJ.

See also : Deliverability

Automated program that scans email links for security reasons (antivirus, anti-phishing). Generates non-human opens and clicks that must be filtered out to measure real engagement.

Also called : Robot, bot, fake click.

See also : Tracking, Click-through rate

Percentage of rejected sends (hard + soft bounces) relative to the total. A high rate signals list quality issues and impacts sender reputation.

Also called : Bounce rate, taux de rebond.

See also : Hard bounce, Soft bounce, Deliverability

Simultaneous sending of the same campaign to a large list of recipients. Must respect throughput rules to preserve deliverability.

Also called : Envoi en masse, bulk send, broadcast.

See also : Campaign, Routing

Clickable element of a campaign (button, link) explicitly inviting the recipient to perform an action (“Buy”, “Sign up”). Drives click rate and conversion.

Also called : CTA, Call to Action, bouton d'action.

See also : Conversion, Landing page

Operation of sending a communication (email, SMS, voice broadcast) to a set of recipients, with a subject, content, date, and performance tracking.

Also called : Campagne, campaign, opération.

See also : Test (proof), Segmentation, Routing

Percentage of recipients who clicked on at least one link in the email relative to the number of successful sends. A key engagement indicator.

Also called : Taux de clic, CTR, click-through rate.

See also : Tracking, Open rate (opening rate), Click-to-open rate

Action of transforming a click in an email or SMS into a qualified lead, usually by redirecting to a capture landing page.

Also called : Click-to-lead, clic-to-lead, click to lead.

See also : Lead, Landing page

Percentage of recipients who clicked among those who opened the email. Measures content relevance for actual readers.

Also called : CTOR, click-to-open rate, taux de réactivité.

See also : Open rate (opening rate), Click-through rate

Recipient’s report of an email as unwanted. A high complaint rate severely degrades sender reputation and deliverability.

Also called : Plainte, spam complaint, signalement.

See also : Deliverability, Unsubscribe

Final measurable action performed by a recipient after opening a campaign (purchase, sign-up, quote request). Ultimate performance indicator.

Also called : Conversion, conversion goal.

See also : Lead, Landing page, Click-through rate

Prepaid consumption unit corresponding to one send (one email, one SMS, or one part of a long SMS). Premium routes may cost several credits per send.

Also called : Crédits, crédits SMS, crédits email.

See also : Routing, SMS (Short Message Service)

Removal of duplicates from a contact list before sending. Avoids contacting the same address multiple times and protects deliverability.

Also called : Dédoublonnage, déduplication, dedup.

See also : Hosted list, Segmentation

Ability of an email to reach the recipient’s inbox rather than the spam folder. Depends on sender reputation, authentication, and list quality.

Also called : Délivrabilité, deliverability.

See also : Hard bounce, Soft bounce, SPF, DKIM

Confirmation returned by the destination server (email) or operator (SMS) attesting to the proper receipt of the message by the recipient.

Also called : Accusé de réception, AR, delivery receipt.

See also : Tracking, SMS (Short Message Service)

Cryptographic signature added to email headers allowing the recipient to verify that the message indeed comes from the claimed domain and has not been altered.

Also called : DKIM, DomainKeys Identified Mail.

See also : SPF, DMARC, Deliverability

Authentication policy published in DNS that relies on SPF and DKIM. Tells receiving servers how to handle unauthenticated emails and allows reports to be received.

Also called : DMARC, Domain-based Message Authentication Reporting and Conformance.

See also : SPF, DKIM, Deliverability

Official French opt-out list against telephone solicitation. Listed numbers must be excluded before any commercial SMS sending.

Also called : Liste de radiation, Bloctel, liste anti-démarchage.

See also : STOP, Unsubscribe

Unique identifier for a website or email address (e.g. example.com). Its reputation and authentication are decisive for deliverability.

Also called : Nom de domaine, domaine, domain.

See also : Sender (From), SPF, DKIM

Two-step subscription procedure: the contact enters their address and then confirms via a link sent by email. Guarantees the validity of the address and the reality of consent.

Also called : Double opt-in, DOI.

See also : Opt-in, Unsubscribe

Campaign export enriched with each recipient’s behavioral data (send, open, click, hard bounce). Enables fine-grained analysis and reconciliation with a CRM.

Also called : Fichier enrichi, enriched file, fichier de retour.

See also : Tracking

Third-party platform specialized in sending marketing emails at scale. Handles deliverability, authentication, and statistical tracking.

Also called : ESP, Email Service Provider.

See also : Mail Transfer Agent, Deliverability

Level of recipient interaction with campaigns (opens, clicks, replies). High engagement improves sender reputation and deliverability.

Also called : Engagement, interaction.

See also : Open rate (opening rate), Click-through rate, Deliverability

List of addresses or domains to exclude from a given campaign, in addition to the suppression list. Useful to avoid retargeting certain contacts on a specific operation.

Also called : Liste repoussoir, exclusion list.

See also : Suppression list, Hard bounce

Matching the columns of an imported file to the platform’s fields (email, first name, etc.). A mandatory step to properly structure the data.

Also called : Mapping, correspondance des champs.

See also : Import

Automatic or manual additional send targeting a sub-segment (non-openers, non-clickers) to increase a campaign’s performance.

Also called : Relance, follow-up, relance auto.

See also : Workflow (drip campaign), Unique clicker, Opener

French personal data protection authority. Issues binding recommendations (tracking pixels, consent) and can sanction violations.

Also called : CNIL, Commission Nationale Informatique et Libertés.

See also : GDPR, Opt-in

General Data Protection Regulation. European legal framework imposing explicit consent, the right of access, and the right to be forgotten for any personal data.

Also called : RGPD, GDPR.

See also : Opt-in, Unsubscribe

Standard SMS character encoding, limited to 160 characters per segment. Using unsupported characters (emojis, non-Latin accents) switches to Unicode and reduces the limit to 70.

Also called : GSM 7-bit, alphabet GSM.

See also : SMS (Short Message Service)

Email permanently rejected by the destination server (non-existent address, invalid domain). Must be removed from the send list to preserve deliverability.

Also called : NPAI, N'habite Pas à l'Adresse Indiquée, hard bounce.

Contact database stored and managed directly within the platform, as opposed to a list imported for each send. Enables segmentation and behavior tracking over time.

Also called : Liste hébergée, base de contacts.

See also : Segmentation, Suppression list

Email formatted with HTML tags (colors, images, layout). The standard format for marketing campaigns, as opposed to plain text.

Also called : HTML email, email HTML.

See also : Plain text, Template

Loading a contact list from a file (CSV, Excel) into the platform. Subject to column mapping and deduplication.

Also called : Importation, import, upload de liste.

See also : Deduplication, Hosted list

Main mailbox folder where legitimate emails arrive. Reaching it is the primary objective of deliverability strategies.

Also called : Boîte de réception, inbox.

See also : Deliverability, Junk / Spam folder

Internet or mail access provider (Gmail, Outlook, Yahoo, Free). Each applies its own anti-spam filtering rules.

Also called : ISP, Internet Service Provider, fournisseur de messagerie.

See also : Deliverability, Mail Transfer Agent

Set of multiple IP addresses used in rotation for sending. Distributes load and isolates traffic segments according to their reputation.

Also called : Pool d'IP, IP pool.

See also : Sending IP, Routing, Sender reputation

Gradual phase of increasing send volume on a new IP or domain to build a good reputation with mail providers.

Also called : Warm-up, montée en charge, IP warming.

See also : Sender reputation, Sending IP

Folder where mail providers isolate emails identified as unwanted. Landing here reduces visibility to zero and signals a reputation problem.

Also called : Courrier indésirable, spam, junk, courriers indésirables.

See also : Inbox, Complaint, Deliverability

Standalone web page designed to convert a visitor on a specific action (sign-up, purchase, download). Target of links from an email or SMS campaign.

Also called : Landing page, page d'atterrissage, page de destination.

See also : Lead, Click-to-lead

Contact who has expressed commercial interest through a measurable action (form, click, download). A key step between simple recipient and customer.

Also called : Lead, prospect, contact qualifié.

See also : Click-to-lead, Landing page

Low-cost SMS sending route, without delivery receipt guarantee and with variable deliverability. Suitable for non-critical sends.

Also called : Route éco, low cost, route low cost, route économique.

See also : Routing, SMS (Short Message Service), Premium route

Server software responsible for transferring and queueing emails between sender and recipient. Handles retries, bounces, and timing.

Also called : MTA, Mail Transfer Agent.

See also : SMTP, Routing

Web version of an email campaign accessible via a dedicated link. Lets recipients display the message correctly if their mail client blocks images or HTML rendering.

Also called : Page miroir, version web, view in browser.

See also : Tracking

Email containing both an HTML and a plain text version. The mail client displays whichever it can handle, guaranteeing readability in all cases.

Also called : Multipart, multipart/alternative.

See also : HTML email, Plain text

Percentage of recipients who opened the email relative to the number of successful sends. Measured via the loading of the tracking pixel.

Also called : Taux d'ouverture, open rate.

See also : Tracking, Tracking pixel, Click-through rate

Recipient who has opened an email (usually detected via the tracking pixel). A segment often targeted for follow-ups.

Also called : Ouvreur, opener.

See also : Open rate (opening rate), Tracking

Explicit consent given by a contact to receive communications. Mandatory for marketing emails under the GDPR.

Also called : Opt-in, consentement, inscription.

See also : Double opt-in, Unsubscribe

Automatic insertion of contact data (first name, company, etc.) into email or SMS content via variables. Increases relevance and engagement.

Also called : Personnalisation, variables de personnalisation, merge tags, champs perso.

See also : Segmentation, Template

Email version without HTML formatting. Often sent alongside the HTML version (multipart) for mail clients that do not read HTML.

Also called : Texte brut, plain text, text only.

See also : HTML email, Multipart

Preview text displayed by mail clients next to or after the subject line, before the message is opened. The first editorial element visible alongside the subject and sender.

Also called : Preheader, pré-en-tête, preview text.

See also : Subject line

SMS sending route through a direct operator, guaranteeing deliverability and delivery receipts, usually at a higher cost.

Also called : Route premium, route haute qualité.

See also : Routing, SMS (Short Message Service), Credits

Visualization of a campaign’s rendering before sending, in the browser or a simulated mail client. Allows formatting verification without sending an actual message.

Also called : Aperçu, preview.

See also : Test (proof), Mirror page (view in browser)

Monthly or total send limit allowed for an account. Beyond this, sends are blocked or charged extra.

Also called : Quota, limite d'envoi.

See also : Credits

Public list of IP addresses or domains identified as spam sources. Being listed in an RBL directly impacts deliverability.

Also called : RBL, Realtime Blackhole List, liste noire, blacklist.

See also : Deliverability, Complaint

Email address to which recipient replies will be sent. May differ from the displayed sender address.

Also called : Reply-to, adresse de réponse.

See also : Sender (From)

Choice of delivery path for a message (sending server, SMS operator, eco/premium route). Affects cost, speed, and deliverability.

Also called : Routage, routing, acheminement.

See also : Mail Transfer Agent, Deliverability

Scheduling a send for a later date and time. Allows the receiving moment to be optimized based on the audience.

Also called : Planification, scheduling, envoi différé.

See also : Workflow (drip campaign), Routing

Splitting a contact list according to criteria (behavior, demographic data, history) to target messages tailored to each subset.

Also called : Segmentation, ciblage, segments.

See also : Hosted list, Personalization (merge tags)

Name and email address appearing as the sender in the recipient’s inbox. A key element for recognition and trust.

Also called : Expéditeur, sender, from, nom expéditeur.

See also : Reply-to, SPF

Short name (up to 11 alphanumeric characters) or number displayed as the sender of an SMS. Must be declared and comply with operator rules.

Also called : Sender ID, expéditeur SMS, nom expéditeur SMS.

See also : SMS (Short Message Service), Sender (From)

Score assigned by mail providers to a sending domain or IP based on its history (complaints, hard bounces, engagement). Determines whether emails reach the inbox.

Also called : Réputation, sender reputation, réputation expéditeur.

See also : Deliverability, Complaint, SPF

IP address of the sending mail server. Its reputation is tracked individually by mail providers and directly impacts deliverability.

Also called : Adresse IP d'envoi, IP d'envoi, sending IP.

See also : Sender reputation, SPF

Page or input block allowing a visitor to provide their contact details and consent to receive communications. The main source for building the contact list.

Also called : Formulaire d'inscription, form, opt-in form.

See also : Opt-in, Double opt-in, Landing page

Text message of up to 160 characters (per segment) sent to a mobile phone. Beyond that, the message is split into several parts billed separately.

Also called : SMS, Short Message Service, texto.

See also : STOP, Voice broadcasting

Splitting an SMS that exceeds the segment limit into several parts sent separately and reassembled by the phone. Each part is billed individually.

Also called : Concaténation SMS, SMS long, SMS concaténé, multipart SMS.

See also : SMS (Short Message Service), GSM 7-bit

Standard protocol for sending emails between servers. The sending SMTP server transmits the message to the SMTP server of the destination domain.

Also called : SMTP, Simple Mail Transfer Protocol.

See also : Mail Transfer Agent, SPF, DKIM

Email temporarily rejected by the destination server (full mailbox, server unavailable, message too large). A retry is usually attempted.

Also called : Soft bounce, rebond souple, bounce temporaire.

See also : Hard bounce, Deliverability

Recipient-side mechanism that analyzes each incoming email and decides its routing (inbox, junk, rejection) based on reputation and content criteria.

Also called : Antispam, filtre anti-spam, spam filter.

See also : Deliverability, Complaint, Junk / Spam folder

Trap email address used by anti-spam providers to detect unsolicited sends. Hitting a spam trap durably degrades sender reputation.

Also called : Spam trap, piège à spam, honeypot.

See also : Deliverability, Realtime Blackhole List (blacklist)

Authentication mechanism published in the domain’s DNS zone, listing the servers authorized to send emails on its behalf. Prevents spoofing and improves deliverability.

Also called : SPF, Sender Policy Framework.

See also : DKIM, DMARC, Deliverability

Mandatory mention at the end of marketing SMS allowing the recipient to unsubscribe by simply replying “STOP”. Required by French regulation.

Also called : STOP, SMS STOP.

See also : Unsubscribe, SMS (Short Message Service)

Email title, the first element read by the recipient along with the sender’s name. Directly influences the open rate.

Also called : Objet, subject, sujet.

See also : Preheader (preview text), Sender (From)

Internal list of addresses to never contact again (unsubscribes, hard bounces, complaints). Filter applied automatically on every send.

Also called : Liste rouge, suppression list, liste de suppression.

See also : Unsubscribe, Hard bounce, Exclusion list

Reusable email model, generally structured in HTML blocks. Used as a base for quickly creating new campaigns.

Also called : Template, modèle, gabarit.

See also : Personalization (merge tags)

Test of an email campaign sent to a restricted list before mass sending, to verify rendering and links.

Also called : BAT, Bon À Tirer.

Voluntary limitation of sending throughput to respect the tolerance thresholds of recipient servers and preserve deliverability.

Also called : Throttling, limitation de débit, temporisation.

See also : Mail Transfer Agent, Deliverability

Campaign link rewritten to go through a redirection server, allowing clicks to be counted before redirecting to the final destination.

Also called : Lien tracé, tracked link, lien de suivi.

See also : Tracking, Click-through rate

Tracking of recipient actions on a campaign (open, click, unsubscribe) in order to measure its performance.

Also called : Tracking, suivi.

See also : Tracking pixel, Open rate (opening rate), Click-through rate

Sub-domain dedicated to routing tracking links and pixels of a campaign. Ideally separated from the main domain to preserve its reputation and anonymity.

Also called : Domaine de tracking, tracking domain.

See also : Tracked link, Tracking

Transparent 1x1 pixel image inserted into an email. Its loading by the mail client allows an open to be counted.

Also called : Pixel de tracking, pixel espion, tracking pixel, pixel de suivi.

See also : Tracking, Open rate (opening rate)

SMS encoding supporting all characters (emojis, non-Latin alphabets) at the cost of a reduced limit of 70 characters per segment instead of 160.

Also called : Unicode SMS, UCS-2, SMS Unicode.

See also : SMS (Short Message Service), GSM 7-bit

Recipient who clicked on at least one link in a campaign. A segment frequently reused for follow-ups or targeted campaigns.

Also called : Cliqueur, clicker.

See also : Click-through rate, Tracking

Action by which a recipient requests to no longer receive communications. Must be processed quickly and simply, in compliance with the GDPR.

Also called : Désabonnement, désinscription, unsubscribe, opt-out.

See also : Unsubscribe link, Opt-in

Mandatory link in any marketing communication allowing the recipient to unsubscribe in one click. Required by law and deliverability best practices.

Also called : Lien de désabonnement, unsubscribe link, lien de désinscription.

See also : Unsubscribe, Opt-in

Automated sending of a pre-recorded voice message to a list of phone numbers. A complementary alternative to SMS for urgent or personalized communications.

Also called : DMV, Direct Mail Vocal, message vocal.

See also : SMS (Short Message Service)

HTTP notification automatically sent to a third-party URL upon an event (send, open, click, unsubscribe). Enables integration of the platform with a CRM or other external system.

Also called : Webhook, callback URL.

See also : Tracking, API

Configuration allowing a reseller or client to use the platform under their own domain name and identity, without visibility of the underlying brand.

Also called : Marque blanche, white label.

See also : Sender (From), SPF

Automated send sequence triggered by an event (sign-up, birthday, inactivity). Enables engagement journeys to be set up without manual intervention.

Also called : Scénario, workflow, automatisation, drip campaign.

See also : Lead, Segmentation