Glossary
Plain-English definitions for the terms that come up when running email for Shopify brands.
An automated email triggered when a shopper adds an item to their cart but doesn't complete checkout — the highest-converting flow in ecommerce.
A standard that lets verified senders display their logo next to inbox messages — improves trust and open rates.
A sign-up flow where the subscriber confirms their email address by clicking a link before being added to the list.
Whether your email actually lands in the inbox vs the spam folder, promotions tab, or nowhere at all.
A subset of your customer list defined by behaviour, demographics, or engagement — used to send the right message to the right audience.
An automated email sequence in Klaviyo triggered by customer behaviour — abandoned cart, post-purchase, win-back, etc.
The practice of removing unengaged, bounced, or invalid contacts from your email list to protect deliverability.
A score (or set of scores) that mailbox providers assign to your sending domain and IP — drives whether your email reaches the inbox.
Transactional emails confirm an action (order, password reset); marketing emails promote products or content. Different rules, different lists.
A re-engagement email or sequence sent to customers who haven't purchased in a defined period.