All The Addictive Terminology You Can Handle

“What the the hell is going on?”

If your email marketing plan looks like it was written in a foreign language, relax. Junky insider jargon, acronyms and tech-centric terms are commonplace in the newsletter world.

And yes, if you have an artsy, ink-stained, non-techy brain (like me), it can feel wildly intimidating.

(For me, it reminds me of sweating through endless French lessons before a class trip to Québec City in the seventh grade.)

But don’t worry.

C’est bon (it’s okay).

To help you, here’s 20 essential email marketing terms every Addictive Newsletter creator should know:

1. Subscriber

Hello! This is the friendly person (or maybe your Grandma) who’s opted into your email list. It’s your reader, your audience, your fan (ideally a die-hard fan who loves what you do).

2. Opt-in

Here’s the magic moment when someone says “yes” to joining your email list (usually through typing their email address into a form). Think of it as a digital handshake, saying “hey, send me something good.”

3. Lead Magnet

A freebie or incentive you offer in exchange for an email. (e.g. “Download my Top 10 Plumbing Disaster Mistakes You Never Want to Make”)

4. Open Rate

The percentage of subscribers who actually open your email when you send it. A good benchmark? Around 30%—but it varies. Subject lines matter!

5. Click-Through Rate (CTR)

This little magic number shows how many people clicked on a link inside your email. If 100 people opened your email and 10 clicked a link, your CTR is 10%. Da da!

6. Bounce Rate

Here’s the percentage of emails that didn’t make it to inboxes. (This could be due to invalid addresses, full inboxes, outdated lists.) Lower % = better.

7. Unsubscribe Rate

This number shows many people left your list after one of your emails. (Most of us wince at this, but honestly, an unsubscribe rate can simply indicate that you’re getting a more focused audience.)

8. Spam Score

This rating that tells you how likely your email is to end up in the junk folder. Too many links, all caps, spammy language or sketchy phrases? 🚩Red flag.

9. Segment

These are smaller groups within your list to target for specific promotions (segments are often based on actions or traits). Like: “All the folks who loved my chocolate cookie recipe” or “Fans of true crime podcasts”.

10. Automation

These are emails that go out automatically based on actions or timing. (Like a welcome email sent right after someone subscribes.)

11. Welcome Sequence

This is a series of emails that new subscribers get when they first join your list (often seen as your chance to make a great first impression).

12. Broadcast Email

A one-time email blast to your list—like an announcement, update, or new episode drop.

13. Conversion Rate

This is the percentage of people who take a desired action (like buying merch, joining your Patreon, or downloading a podcast episode).

14. Call to Action (CTA)

This is the thing you want your reader to do. “Listen now,” “Buy tickets,” “Rate and review”—this is your main ask.

15. A/B Testing

This is a test to see which version of an email performs better, by sending two versions to your list (with one small change, like subject line or image) and tracking the results.

16. Deliverability

This is the likelihood that your email will actually land in someone’s inbox (and not their spam folder).

17. List Hygiene

This sounds funny, but it means regularly cleaning your list by removing outdated email contacts, unengaged subscribers or invalid addresses. A healthy list = better results. Get scrubbing! 🧼

18. Email Service Provider (ESP)

This is the tool or platform you use to send emails (like Kit / ConvertKit, Mailchimp, Beehiiv, or Substack).

19. Personalization

To personalize your newsletters, you can use a subscriber’s name or preferences in your email. A little personalization can feel more human (and helps you get more engagement).

20. Drip Campaign

This is a set of pre-written emails sent on a schedule. It’s great for welcoming new listeners or walking fans through your best offers, podcast episodes, new material.

C’est fini.

It’s the end! Thank god.

Use this glossary like a friendly decoder ring (or a translator Babel fish stuck in your ear - any Douglas Adams fans out there?)

Master these basics, and you’re already ahead of most newsletter creators out there. Bon voyage!