Marketing Cloud Engagement Glossary

Glossary of Terms

A/B testing

A method of market testing in which you send two versions of your communication to two test audiences from your subscriber list and track which version receives the highest unique open or click-through rate.

Account Send Summary Report

A report that contains metrics related to messages sent from your account.

Allowlisting

Configuring a mail server so that it doesn’t reject or filter the email campaigns that you send using Marketing Cloud Engagement.

AMPscript

A scripting language that you can embed within HTML emails, text emails, landing pages, and SMS messages.

Attribute by Tracking Event Report

A report that contains information about a subscriber who performed a tracking event in response to a particular send. You choose a subscriber attribute to include in the report, and specify the time period for the report.

Audience Builder

An application that helps you understand customer data in real time and build targeted segments.

Application

A product that allows marketers to execute a marketing process, such as Automation Studio. Marketing Cloud Engagement includes several applications, and certified partners can build additional applications.

Application Switcher

The list of applications the user has permission to use. Users can toggle between applications within the switcher.

Automation Studio

An application that helps marketers build multistep marketing programs where events trigger actions. For example, a message sends when an import refreshes group data.

BrandBuilder

A private-labeling tool for Marketing Cloud Engagement. You upload a logo and BrandBuilder provides color scheme options. The color scheme is then applied to Marketing Cloud Engagement, giving your users an experience that aligns with your brand.

Business Unit (BU)

A hierarchical administration structure that controls access to information and sharing of information. A business unit allows you to manage user roles for the business unit, view users who have access to the business unit, and define filter criteria for subscribers.

Campaign

A series of related messages.

CAN-SPAM

A United States law related to commercial emails. Among other guidelines, the law imposes stricter requirements on commercial email than on transactional email. Complying with these requirements protects you from litigation related to the CAN-SPAM act and demonstrates your commitment to providing relevant messaging to your customers.

Commercial message

A commercial message is any electronic mail message with the primary purpose of communicating a commercial advertisement or promoting of a commercial product or service. Commercial messages must include these elements:

• A mechanism to unsubscribe
• The physical mailing address of the sender
• A notice that the message is an advertisement

When you send a commercial message, Marketing Cloud Engagement checks for the presence of an unsubscribe link. If an unsubscribe link is present and the subscriber has an unsubscribed status, the message isn’t sent.

Content Box

An area of an email where you can insert text, links, images, and tables. Build and edit content by managing content boxes in an email. Content boxes are based on a standard template or an HTML template. You design the layout and input the content of each content box.

Content Detective

A tool that helps you identify spam triggers in your email content. This feature mirrors the logic used by spam-filtering software to identify words, phrases, and patterns that are likely to trigger filters and then recommends a resolution to each identified problem.

Content-Building Wizard

A tool that leads you through the process of creating content for template-based emails. The wizard is designed to handle all content types, such as SMS and Smart Capture, regardless of the size or impact on the email.

Conversion Tracking Statistics Report

A report that contains a list of conversions and their value for links across multiple sends. To use this report, enable the conversion tracking feature.

Coupon

An offer that renders on an email landing page when the recipient opens it. Associate a coupon code with each offer.

Data extension

A table that contains data that you specify. Usually, the data you keep in a data extension is related to subscribers but doesn’t fit in the subscriber profile or preference attributes.

Data extract

A feature that exports tracking information from the Marketing Cloud Engagement database. Data is exported to a CSV file, which is then compressed in a ZIP file and uploaded to your enhanced FTP server.

Data Extract Activity

An activity that exports data to a file that you can use outside of Marketing Cloud Engagement. You can also use a data extract activity to transform an XML file to a comma-delimited, tab-delimited, or pipe-delimited file.

Data filter

A group of criteria that segments a subscriber list or data extension. The data filter segmentation is based on subscriber attribute values or measures that you create from behavioral data.

Data relationship

A relationship that connects data from a column in a data extension to a column in another data extension or in a subscriber attribute.

Dedicated IP

An IP address that is only used for sending email from your Marketing Cloud Engagement account.

Delivery profile

A method of specifying the delivery information for a message. You can reuse delivery profiles across multiple sends without specifying the information for each one.

Dynamic content

Tailored content that’s displayed to the subscriber based on rules that you define.

Email archiving

The process of saving a copy of every email that you send. After an email is initiated, either by a user or by another trigger, Marketing Cloud Engagement processes the request. At the same time that the email is being sent to the subscriber, a copy of the email is also sent to the email archive.

Email history

A record of past and scheduled email deliveries. You can also use it to cancel or modify an upcoming delivery.

Email Performance by Domain Report

A report that provides statistics for the top-performing domains that you sent emails to.

Email Performance by List Report

A report that provides statistics for each subscriber list that received an email.

Email Performance Over Time Report

A report that provides statistics for all sends of a single email during a specified time period.

Email Send Report

A report that shows email send totals over a time period you specify. You can run this report for your child accounts, if applicable.

Email Send Wizard

A program that guides you through the steps to send an email. This feature is available when you use the Guided Send option.

Email Sends by User Report

A report that shows which user initiated each send.

Email Studio

An application for marketers to create, target, deliver, track, and manage email marketing programs.

Enhanced FTP

A secure and flexible system for transferring files, such as data that you export from Marketing Cloud Engagement.

File Transfer Activity

An activity that uploads or downloads a file from a location that you specify. This activity can also unencrypt or uncompress a file.

File Transfer Location

A file storage location that you can use to transfer files into your Marketing Cloud Engagement account, or to transfer files out of your account.

Filter Activity

An activity that applies the logic of a data filter to a subscriber list to create a group of subscribers who satisfy the filter criteria.

Fixed content email

An email that doesn’t contain any dynamic content.

Forward to a Friend

A feature that allows subscribers to share the information in an email with friends. When a subscriber clicks the icon, they complete a form and submit it. Marketing Cloud Engagement forwards the message and collects tracking information on the forwarded message.

Grid

The list of specific items that you can interact with in a workspace. A grid contains columns of detailed information about the items in the list.

Group

A subset of subscribers from a list.

Guided send

A send process that uses the Email Send Wizard.

HTML Paste

A feature that helps you to create emails with HTML.

Import activity

An activity that uses information from an external file to update a subscriber list or data extension. If your account is integrated with a Salesforce account, you can use an import activity to create and populate a data extension with data from a Salesforce object or report.

Impression tracking

A feature that lets you track the performance of emails that contain content built using AMPscript or selected by the dynamic content feature.

Impression Tracking by Job Report

A report that shows the performance of an Impression Region for a single send. The report shows the number of times the content area was sent as part of a job and the link performance for links in the impression region. This report also contains the overview tracking summary for the send. Only emails that use dynamic content or AMPscript can be tracked using these reports.

Impression Tracking for Triggered Sends Report

A report that shows the performance of impression regions in emails that were sent over a specified time period. The report shows the number of impressions and the performance for links found in the impression region. This report also contains the overview tracking summary for the entire end. Only emails that use dynamic content or AMPscript can be tracked using this report.

Inbox Detective

An information center that tracks the deliverability of your email campaigns. By sending to a seed list, Inbox Detective provides visibility into how ISPs handle your mail.

Inbox Preview

A deliverability tool that helps you understand how the content in your campaigns impacts your delivery rates. It provides a preview of your email in popular email readers. It can also help identify factors that could cause spam filters to flag your messages.

Landing page

An individual page in a microsite.

Layout

A template for a landing page. When you create a landing page, you can choose to whether to use a layout, build from HTML, or revise an existing page. If you use a layout, you can use one of the included quick layouts, or create one of your own.

List

A group of subscribers that receive your communications.

List Demographics Report

A report that displays the status, subscription method, and domains of the subscribers on a list.

List Detective

A tool that maintains information about email addresses and domains that could cause deliverability problems for your email sends. This information includes inactive addresses used by domains to identify spammers, also known as spam traps, and domains that no longer provide email services.

List Performance Over Time Report

A report that provides statistics for all sends to a list during a specified time period.

List Size Over Time Report

A report that tracks the size of a subscriber list over time. It tracks the total number of subscribers on the list and the consent status of these subscribers. This report functions better over longer periods of time, so use the report to measure list growth over periods of 1 month or longer.

Lifetime To Date (LTD)

A metric that aggregates one of several different types of subscriber events or behaviors. Examples of LTD metrics include total lifetime spend, total email opens, and total emails sent.

MobileConnect

An application for marketers wanting to create, send, and measure SMS campaigns across the globe. From simple keyword programs to smart mobile campaigns and conversations, marketers can quickly build and deploy messages to target on-the-go audiences.

Measure

A unit of subscriber behavior that you define in your account, such as the lifetime of the subscriber.

Microsite

A collection of landing pages.

Multi-join filter

A multi-join filter is a data filter that allows you to get information from more than one data extension.

Permission

A method of controlling a user’s access to parts of the Marketing Cloud Engagement application, or the data that it holds.

Person account

A Person Account or B2C account is an option in Salesforce that merges an account with a related contact into a consolidated view. The Marketing Cloud Engagement Connector supports sending to Person Accounts natively through the related contact for the related Person Account.

Personalization string

A tag that lets you insert any of the attributes in your account, such as subscriber name, into your emails.

Portfolio

A single entry point to manage the images, documents, and media files that you use and refer to in your classic content emails and microsites.

Prepopulated smart capture fields

Fields that automatically place subscriber data in appropriate Smart Capture fields. For example, a subscriber using the Smart Capture form can have their first and last names automatically included in the form.

Profile attribute

A piece of information in a subscriber profile, such as gender, birth date, or email address.

Profile center

A webpage where subscribers can enter and maintain the personal information that you keep about them.

Profile center add-on

Connects your Marketing Cloud Engagement for Microsoft Dynamics CRM instance with a web page where subscribers can manage their own subscription settings. These settings determine which subscribers receive emails sent using the Dynamics CRM integration.

Publication list

A publication list helps you manage how subscribers receive several different categories of emails or SMS messages. For example, newsletters, advertisements, and alerts are all different categories of messages, so you create a separate publication list for each one. When you send a newsletter, you associate the send with the newsletter publication list to identify what kind of content is in the message.

Query activity

An activity that retrieves data that matches your criteria and then adds that information to a data extension.

Recent Email Sending Summary Report

A report that contains summary information about your email sends.

Recipient

A person who receives a message. A commercial message recipient must be a subscriber who has given you explicit permission to send them commercial messages.

Region Performance Over Time Report

A report that shows how a single section of content performs over a period across multiple sends.

Reply mail management

A tool that manages automatic replies to your sends, such as out-of-office replies and unsubscribe requests.

Report Activity

A report activity defines the parameters for running a report.

Reputation Monitor

A comprehensive email reputation management system that provides a complete analysis of how receiving email servers view your email program. Use this information to help improve your sending reputation and delivery rates.

Response Trend Analysis for an Email Send Report

A report that tracks subscriber responses to a send.

Report Builder

A Marketing Cloud Engagement feature that you can use to create and modify reports.

Send classification

An entity that lets you define parameters for email sends. You can use a send classification in multiple send definitions.

Send definition

An interaction that sends an email, SMS message, or voice message. The interaction can be user-initiated or event-triggered. The SendDefinition object in the web service API relates to the User-Initiated Email Interaction in the user interface.

Send preview

A rendering of an email that gives a preview of what the message looks like to the recipient.

Sender profile

A record that specifies the sender information for a message, such as the sender’s name and email address. You can use sender profiles in multiple send definitions.

Server-side JavaScript® activity

An activity that contains SSJS code that’s executed when the activity starts, either on its own or as part of a scheduled program.

Single send

An email that is sent to a single person from the API. This feature was used before the triggered sends functionality was introduced.

Smart capture

A tool you can use to create lead capture forms on your landing pages. The subscriber’s information can be added to a subscriber list, data extension, or external data source.

SMS blockout window

Attributes that prevent a triggered SMS send from going out until the blockout time period has passed.

Social forward

A tool that creates content areas in an email message that email recipients can share to different social networks. Tags outline the information to include in the content areas, and links in the email message let the recipient share the information on their social networks. You can determine which social networks are represented in the email in those links, and you can include multiple social networks depending on the needs of your recipients.

Spam Complaints Over Time Report

A report that shows the number of spam complaints received from several ISPs. This report is divided into time intervals, with both the send event and the complaint event shown in the period during which the send occurred.

SSJS

A scripting language that you can add to messages, landing pages, and applications. The syntax and features of SSJS are similar to JavaScript. However, unlike JavaScript, SSJS code is executed on Salesforce servers, rather than in the subscriber’s browser.

Subscriber

A person who has opted to receive communications from your organization.

Subscriber Engagement Report

A report that provides details about the subscribers who are most actively engaged with your email program. This report includes the number of emails that you’ve sent each subscriber and the number of emails the subscriber has opened or clicked.

Subscriber filter

All subscribers in an Enterprise 2.0 account, regardless of which business unit imports them, are stored in the parent account. Administrators can specify the level of access for child accounts.

Subscriber key

A text field that contains a value that uniquely identifies a subscriber in your system.

Subscription center

A website where a subscriber can control the messages they receive from your organization. The lists you identify as public in the application are available for a subscriber to opt in to on the subscription center.

Transactional message

A 1:1 message that’s not promotional in nature, such as a receipt or password reset email. To be considered transactional, the subject line must be transactional in nature. Transactional messages can be user-initiated or triggered.

Triggered response

A message sent in response to a recipient’s request. A triggered send goes to the recipient in response to a recipient action. A recipient doesn’t necessarily have to be a subscriber to any list in your account at the time the triggered send is sent.

Triggered Sends Tracking Report

The Triggered Sends Tracking Report contains standard tracking information for a triggered send over a time period.

Unengaged Subscribers for a List Report

A report that shows you which subscribers are unresponsive to your email sends. You define what list you want to view data for.

User-Initiated (permission-based)

A message sent to an opted-in subscriber. A user-initiated message send goes to subscribers that you identify at a time you specify.

Validate

A feature that checks your emails for common issues that could prevent them from being sent. Validate content before you use it in an interaction or email.

Web Analytics Connector

A collection of tools in Marketing Cloud Engagement that enable you to pass information to your web analytics tool through the links in your emails.

Web Collect

A section of code that you add to a web page that lets your website visitors manage their subscription preferences.

Web-to-Lead Add On

The Web-to-Lead add-on lets prospects fill out a form and then adds them directly to Microsoft Dynamics CRM as a lead, contact, or account.

Webtrends Behavioral Remarketing Integration

An integration that imports information about a user’s online browsing and shopping habits into Marketing Cloud Engagement and stores it in data extensions. You can use this information for lead generation or for ecommerce functions, such as abandoned carts or previous purchases.

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