Altcraft glossary
Email Marketing Terms
API (Application Programming Interface) — the language of communication of one computer program with another. By delivering requests and returning responses, two computer programs talk to each other in order to execute some common task together.
BCC (Blind Carbon Copy) — hidden recipients of the letter, whose addresses are not shown to other recipients.
Caller ID— the identifier of the subscriber-sender of SMS messages. It can contain Latin letters and numbers without spaces.
Double Opt-In — the user indicated his email at the moment of subscribing and confirmed it by clicking on the special link in the confirmation letter. Advantage: a more interested and active audience gets into the database. Disadvantage: conversion reduces, because a part of the audience does not confirm the subscription.
DKIM (Domain Keys Identified Mail) — an email authentication technique that adds a digital signature to the email. It allows the receiver to check that an email was indeed sent and authorized by the owner of that domain.
OR (Open Rate) — the percentage of subscribers who open a specific email out of your total number of subscribers.
CTR (Click-Through Rate) — the ratio of users who click on a specific link to total nubmer of delivered messages.
CTOR (Click to Open Rate) — the ratio of users who click on a specific link to the number of total users who open the letter.
SB (Soft Bounce) — the letter returns because the email server is temporarily unable to deliver your message. There are two possible reasons: the recipient's email box is full or recipient's email server is temporarily inaccessible.
SPF (Sender Policy Framework) — an email-authentication technique that allows you to check if the sender's domain is forged. It is used to prevent spammers from sending messages on behalf of your domain. You need to add a special TXT record to the sending domain (sender domain, from domain), which determines the policy of allowing sending this domain from various hosts.
SQL (Structured Query Language) — a special language used for managing databases. With the help of SQL, you can set the structure of the database, organize the selection of data from it according to some specific criteria, delete data.
HB (Hard Bounce) — email addresses that do not accept emails due to invalid emails or an unexpected error during sending.
Pop-up — a small window that appears on top of the main content of a web page.
SMS gateway — an infrastructure component that enables the delivery of SMS messages from the Altcraft platform to mobile network operators (or intermediaries). It handles routing, formatting, message queues, delivery reports, and error processing.
Event capture — a mechanism for recording and transmitting user events (e.g., page views, cart additions, link clicks) to the Altcraft platform. These events are used for segmentation, personalization, trigger-based communications, and analytics.
Web version of email — an online page that displays the content of an email (HTML) identical to the sent message, but accessible via a web browser.
Altcraft Marketing Platform internal terms
Subscriber profile — contains information about mailing receivers - customers, partners.
Profiles database — defines structure of profile data fields and subscriptions.
Static segment — fixed profiles list, formed by several conditions, or by other ways (manually, by scenario or API). Static segment can be counted during selection from the database, but it will not be recounted automatically.
Dynamic segment — set of rules, that will be used for selection in the moment of using the segment — like mailing launch.
Profile subscription — a record that combines contact data for a specific communication channel and information about registration.
Resource — objectfor organizing customer subscriptions to certain content via certain communication channels.
Mailing — creates message for certain resource subscribers, based on selected template, and adds customer information from the database, dynamic content, parts and fragments.
Broadcast mailing — tool used when you need to communicate to a specific audience one single time.
Regular mailing — a tool for organizing massive multiple mailings to your subscribers.
Trigger mailing — tool for organizing transactional messages.
Multivariate testing — mailing that can have from 2 to 8 alternatives with different content and settings. You can compare efficiency of this messages and select the best one.
Mailing log — tool for tracking all stages and errors during mailing sending.
Message template — a set of content that you send to your customers within one or more marketing mailings.
Scenario — sequences of actions used for marketing workflow automation.
Channels report — a report that provides data on all events tracked in mailings: sends, deliveries, opens, clicks, and more.
Traffic report — a report that provides data on profile traffic from sources such as channels, forms, pixels, and pop-ups.
Cohorts report — report by groups of subscriber profiles from specific databases imported at the same time period.
Lifetime report — a tool to analyze customer cohorts lifetime.
Conversion funnel report — you can analyze your marketing strategy conversion or count it for certain action using this report.
Goals report — this report shows analytics about website visits and performing target actions like: income form deal, partner commission etc.
Audience growth report — report that shows subscriber profiles quantity changes.
Click map report — report that allows you to compare different message versions and different links values
User panel — interface for user to work with Altcraft MP.
Administrator panel — service interface used by Altcraft MP administrator.
Tag — mark for databases, segments, message templates, database imports, forms, suppression lists, products and orders, used for navigation in platform; used to navigate and improve the search for these entities in the platform.
Connection — a mechanism type which let you authorize in external systems to expand Altcraft Marketing capabilities with the functionality of these systems. You usually need an account in an external system with API access rights to create such a connection.
Sending policy — settings which regulate number of messages per client. Such policy can be applied to an account, a resource or a mailing.
Suppression list — эa list of email addresses, email domains and phone numbers, which you do not want to send messages to. Suppression list filters an email address or a phone number at moment of mailing launch.
Tracking domain — a domain for tracking subscriber activity. It allows you to find out which links the recipient of the message has clicked on.
Pixel — HTML or JavaScript code placed on website, used for customers behavior tracking.
Watchers database — profiles database, that can be used to control mailings sending process and result. These profiles will receive same messages as your customers.
Market — functionality that allows you to import product and order data from various marketplaces into the platform and use this data to communicate with customers.
Form — a service that allows you to receive feedback from your customers. So you can find out the missing information directly by creating questionnaires or surveys.
Tag manager — a tool that allows you to manage HTML tags and JavaScript code without any need for developers. It is opportunity for you to create, add, and update code snippets on your site to track user activity and feed data into the platform.
mSDK — a mobile Software Development Kit (SDK) for integrating push notifications into mobile applications. It helps developers easily connect the Altcraft notification system to their Android and iOS apps via Firebase and APNs platforms.
Best Send Time Module — a feature that automatically calculates the optimal time to send a message to each user based on their behavior and historical data (activity, opens, clicks). It helps increase the effectiveness of mailings by minimizing idle time and improving engagement.
Subscription manager — a page that allows subscribers to manage their profile data and subscriptions to a resource: pause, resume, or suspend them for a specified period (14, 30, 60, or 90 days). If your company already uses its own subscription management system, it can be integrated with the Altcraft Platform.