Get up-to-speed with the terms used in Delivra. Select a link to jump-to the product section below:
Tip: Open the images included in this article in a new browser window for a larger view.
|What are settings?
The term "settings" refer to an area of your account where you can manage account configurations, user settings, integrations, and more.
Click the cog icon in the top right of your navigation bar to view Settings options:
|What is a favicon?
A favicon is a graphic image (icon) associated with a particular brand that is applied to a web page or web site. Delivra offers favicon branding which will be seen in the browser tab when an end-user views assets like hosted forms and landing pages from your account.
|What is a footer?
|What is a homepage notification?
The term "homepage notification" refers to an alert feature available to Customer administrators managing multiple accounts. These notifications can be configured to display on your account(s) homepage(s). Include text, assign color, and set display date range. In the image below, the homepage notification is shown as a blue bar.
|What is a sender address?
The "sender address" is the From line used for campaigns sent. The sender address is seen by the recipient of the email and identifies who sent the campaign. You can view and manage sender addresses in the Account Management tab of the Settings dashboard of your account.
|What is a site?
The term "site" is used to describe the way our system groups multiple accounts run by one entity.
Grouping accounts in this way allows those accounts to share some common features like email rendering or shared templates, for example.
A site must have a designated user, called a Site Administrator. This user can access all parts of the system, and all features available on your license.
|What is the account dashboard?
The homepage or account dashboard is intended to provide an overall look at the activities in your account for campaigns, sent volume and more. This homepage can be configured with additional widgets, and configured to view multiple accounts.
|What are mobile statistics?
The term "mobile statistics" refers to sent email reports that depict opens by environment, opens by browser, opens by email client and opens by client platforms. The below snapshot shows information included in the Mailing Overview report found in your Analytics dashboard.
|What is a bounce?
The term "bounce" refers to delivery error messages the system receives for the individual recipients of an email sent from your account. There are two types of bounces:
Hard (Permanent): A long term bounce (failure) message such as an email address being invalid or no longer active.
|What is a click or click through?
The term "click" or "clickthrough" refers to recipient activity of clicking a hyperlink from their received email. This activity is reported back to your account and visible in email analytics and can be used to build behavior Segments.
|What is a complaint?
The term "complaint" refers to the action of a recipient of an email sent from your account clicks the 'Spam' or 'Report as spam' button in their email client. Complainants will automatically be unsubscribed from your account.
|What is a rejection message?
A rejection message is the information our system receives back from a mail server concerning why an email to the recipient bounced. You can find rejection messages in many reports in the Analytics dashboard.
|What is a report group?
The term "report group" refers to a tool that allows the grouping of multiple sent emails so that all included emails' statistics can be viewed in one report. A single email can belong to multiple report groups.
Example uses: All emails sent in the month of October, all emails sent for the year, include all segments of one email into a report group to see overall statistics.
|What is a total open?
The term "total open" seen in many reports refers to all of the tracked opens of a sent email, including all instances of a recipient opening the email more than once.
Opens are calculated by dividing the successful recipient # by the open #.
|What is a unique open?
The term "unique open" seen in many reports refers to tracking one open per recipient, regardless if any recipient opened it more than once.
Opens are calculated by dividing the successful recipient # by the open #.
|What is mailing engagement?
The term "engagement" that is seen in campaign reports refers to a formula involving campaign recipient actions (opens, clicks, unsubscribes, etc.) divided by the number of recipients of that campaign.
This score is commonly used to gauge recipient interaction for the campaign as a whole and to identify campaigns that may not be as effective.
You can manage this scoring structure for your account in Account Management > General Settings > Settings.
|What are email templates?
The term "Email Templates" refers to fully designed files saved to the Assets dashboard of your account. Email Templates are email designs that you plan to re-use when creating Campaigns. There are two kinds of templates:
Both of these template types are available in Assets > Email Templates. Toggle back and forth between the two using the toggle at the top of the page:
Create a library of template files that cover the typical layouts of the emails you send. For instance, create a template file for e-news communications, another for sales promotions, and another for product updates. The purpose of a template library is to provide a starting point that includes majority of your design elements, allowing you to quickly replace text and images when creating a campaign.
|What are landing pages?
The term "landing pages" refers to a feature that allows you to design hosted web pages. These Landing Pages can be used in emails as a redirect for a link or they can be used in forms to redirect the subscriber to another page. Find this feature in your Assets dashboard.
You may create a Landing Page as a custom unsubscribe page, a temporary page for an email-only deal, or a custom subscribe page that sets expectations for the new subscriber.
|What is a preference center?
The term "preference center" refers to a hosted form often used in the footer of sent campaigns in lieu of a one click unsubscribe where recipients can manage their own subscriptions.
|What is a content snippet?
A "snippet" is a reusable design section that can be pulled into an email template or campaign.
You will find the Snippet feature in your Assets dashboard. There you can build a library of these reusable sections.
|What is a subscribe form?
The term "subscribe form" refers to how people can signup for your email list. In Delivra, you have the ability to create form that collects subscriber information. When the form is submitted, it will add a new contact to your Delivra account or update an existing contact with that email address in your account.
Typically subscribe forms are embedded on external websites and ask for minimal information.
A subscribe form can remain hosted in your Delivra account and simply be linked to from your website, or the form code can be exported and hosted on your website.
|What is a template repository?
Customer Template Repositories allow site administrators to save approved templates, images and snippets to a dedicated template account on your site. Designated users may also access the repository to update or remove obsolete templates, images, or snippets.
How does it work?
When creating a new email, any sub-account on your site can select a template that exists in the current account, or the template repository. They can also access images and snippets assigned to the repository library.
The repository helps you provide the most up to date content to all sub-accounts while ensuring you retain tight version control.
|What is the media library?
The term "media library" refers to a place to store image files (gif, jpg, png), PDF documents, Word documents and other HTML files in your account.
The purpose of the media library is to house any email content that Delivra will host and to create paths for those files to make sure there are no broken images or links.
You will find the media library in the Asset dashboard. Upload images and other file types here for hosting.
|What is automation?
Our Automation feature provides clients the ability to strategically plot out an entire email series, determining which campaigns are sent based on a variety of subscriber actions, their inactions, data or time.
|What is a lead alert?
The term "Lead Alert" is an automated campaign that serves as a notification to an internal recipient.
Typically Lead Alerts are used in automation workflows.
Lead alerts can be used to notify a sales rep of new contacts entering an automation or actions of contacts in a workflow branch, like opened/clicked activity. (These are only a few examples, there are many more!)
Functionally, a Lead Alert is a physical email meant for an internal audience and triggered by some action in an automation workflow step.
Beyond automation, forms can be set up to send lead alerts upon form submission. In the form editor, click into the INFO tab
|What is 'clicked on SMS'?
"Clicked on SMS Link" is a type of step that can be incorporated into your automation. This step allows you to evaluate if contacts who received an SMS message previously in the automation clicked a link.
Use of SMS features in an Automation require the use of our SMS platform and configured keyword. Contact support or client success for more information.
|What is 'duplicate step'?
The term "duplicate step" refers to a function within the automation designer that allows you to copy a previous step in the workflow.
Duplicate step can be used for any Action or Condition steps as well as Send Email or Send SMS steps to duplicate the details of a previously configured step. Simply drag & drop on the step to be duplicated in the workflow on the left.
|What is 'Evaluate Email Contact'?
"Evaluate Email Contact" is a type of condition in the Automation designer that can be used in a workflow to evaluate data for the contact at that point in time. The use of an Evaluate Email Contact condition step allows you to split your the workflow into two paths based on the data for the contact at the point in time.
|What is 'Exit'?
"Exit" is a type of step that can be incorporated into your automation. This step allows you to determine when contacts should be removed from the automation and transitioned into another automation.
1) Identify contacts that are not interacting with a lead nurturing series and transition them to a re-engagement series.
|What is 'Export CSV'?
The term "export CSV" refers to a type of step that can be incorporated into your automation.
This steps automates an export a file of contacts that flow through a step and email it to an identified email address.
A potential use case for "Export CSV" is to receive a list of all users that have been through the workflow without taking action for follow up calls.
|What is 'Pause'?
The term "pause" refers to a type of step that can be incorporated into your Automation.
The Pause step sets a wait time between steps. Pauses are used to prevent campaigns in the automation from going out back to back or to manage the length of time between emails and evaluations of actions or changes in contact record data, etc.
Pauses can be as simple as setting a # of days or weeks, or as complex as defining a specific day of the month to release contacts to the next step.
|What is 'Purchased from Clickstream'?
"Purchased from Clickstream" is a type of step that can be incorporated into your automation. This step allows you to evaluate purchase activity of contacts at this point in time from a previous email or SMS. step.
Evaluation of purchases within automation requires the use of our Clickstream integration. Contact support or client success for more information.
|What is 'Remove Step'?
The term "remove step" refers to a function to delete a step in an automation workflow. Drag the Remove Step icon from the right and drop it on the step to be removed on the left.
|What is 'Send Email'?
The term "Send Email" refers to a step in an automation workflow to indicate an email campaign should be sent at that step. Automations must start with a Send Email, Send SMS or Event step.
|What is 'Send SMS'?
The term "Send SMS" refers to a type of step that indicates a SMS message is sent in an Automation workflow. You can start an Automation with a "Send SMS" step if SMS is enabled for your account.
Use of SMS features in an Automation require the use of our SMS platform and configured keyword. Contact support or client success for more information.
|What is 'Stop'?
The term "stop" refers to a type of step that can be incorporated into your automation.
The stop step collects recipients at the end of a workflow branch. Using a stop step allows you to add more to the workflow in the future. Build out the rest of the branch after the Stop, when you're ready to move those recipients forward, remove the Stop. They'll flow to the next step.
If you have an automation set to allow contacts to re-enter, you should not use Stop steps at the end of your branches.
|What is 'Subscribed to SMS'?
"Subscribed to SMS" is a type of step that can be incorporated into your automation. This step allows you to evaluate if contacts in an automation are subscribed to your SMS program. This step will allow you to branch the automation into an SMS message track.
Use of SMS features in an Automation require the use of our SMS platform and configured keyword. Contact your Client Success Manager for more information.
|What is 'Update Email Field'?
The term "update field" refers to a type of step that can be incorporated into your automation.
The update field step allows you to change a contact's data based on behavior in the automation workflow.
|What is 'Update Category'?
The term "update category" refers to a type of step that can be incorporated into your automation.
This step allows you to add a contact to a category or remove a contact from a category in the workflow.
|What is 'Split'?
Use the Split action step in your Automation workflow to test different scenarios and monitor which strategies drive optimal results.
|What is 'Join Paths'?
The "Join Paths" action step in the automation designer can be used to converge two branches of a workflow after a condition evaluation. Using this step will save you precious time when building automations because it will alleviate the need to create separate, identical paths after the condition. Find the new option under the Actions section in the automation designer:
|What is a draft campaign?
The term "draft" refers to an email campaign that has been created, and perhaps tested, but has not yet been sent to contacts or a subset of contacts. The draft campaign will be saved in your account until it is sent, scheduled or deleted.
Click on "Campaigns" to enter the dashboard. A full list of emails with their statuses, look for the Draft status. Or, use the "View campaigns that are" filter to choose Draft status only.
|What is a preheader?
The term "preheader" refers to the text following the subject line when an email is previewed in desktop and mobile email clients. The preheader is an optional addition to any email campaign sent through our software.
Since the preheader is one of the first three items seen when viewing an email, this text is typically a call to action or other catchy text to call attention to your email message.
|What is a regular campaign type?
The term "regular" refers to the most common email campaign type. A regular email campaign is comprised of a designed email file, a segment and is sent manually or scheduled to sent in the future.
|What is a suppression list?
The term "suppression list" refers to a text file of email addresses that can be excluded from an email campaign sent.
A suppression list is not the same as an unsubscribed list -- a suppression list can be independently uploaded and applied to any email campaign and does not require the Contact emails be in the unsubscribed status
|What is a triggered campaign type?
The term "triggered" refers to a type of email campaign that is paired with a triggered segment to automate the sending of that email, based on either a date stored for or a behavior of a Contact.
|What is an A/B Test campaign type?
A/B testing (a.k.a. split testing) is a special type of email that allows you to test variations of the elements of that email to see how slight changes can impact your open or click results. Choose what elements to test and compare tracking results to determine what works and what doesn’t with your audience(s).
Common elements to A/B test:
|What is an automated campaign type?
The term "automated" refers to a type of campaign that is one-off in nature. Examples of an automated email would be a hello (welcome), confirm (double opt-in), or an email which is sent based on an API transaction initiated by your system. The automated email campaign type is also used in building automation workflow steps.
|What is email rendering?
The term "email rendering" refers to an integration inside the Create a Campaign Workflow (Preview Step). We teamed up with an email rendering industry leader to give you easy access to rendering previews across 30+ email clients and devices.
|What is send rate limiting?
Send Rate Limiting is utilized to throttle, or spread out, the sending of an email campaign. By default our system spreads out the sending of the email campaign per minute. For example, if an email with a 100K recipient list spreads out over 6 hours, that means 278 messages per minute will be sent.
With the Send Rate feature you have the option to adjust your own send rate over a 24 hour span. You will find this option in "Schedule" tab when creating a new email campaign.
1. This feature is available upon request for clients beginning at the Professional license.
2. Deferrals or unsuccessful initial deliveries will put the campaign in the default retry schedule. In addition, if an ESP adds their own throttling, the campaign could extend the time period set by this feature.
3. You can view your outgoing campaign log details to verify send rate limiting was used, see image:
|What is send time optimization?
Send Time Optimization (STO) allows you to put your emails into your recipients' inboxes at the time they are most likely to check their email. When sending a campaign with Send Time Optimization, the system will calculate the best time to send your campaign to each recipient based on their past click and open behavior.
Send Time Optimization functionality is applicable to Regular and A/B Test campaign types.
|What is a spam analysis?
The term "spam analysis" refers to a feature of the test email campaign process (Step 5 of the Create a Campaign Workflow).
When you select to run a spam analysis on your email campaign, the system will run your email through SpamAssassin to check against common spam filters. It scans your email for trigger words, large images, and blacklisted URLs. The analysis report is sent back to you when complete as a text-only email with a score. You can also find the report in the Create a Campaign test step under "View Test Send History."
|What is a contact?
|The term "contact" refers to the email records that makeup your Delivra database. These records include email address and respective data stored in demographic fields for each unique email address. Contacts are the recipients of the campaigns you send.
|What are custom fields?
|The term "custom field" refers to available demographic fields that can store contact data such as Name, Address, Phone, Dates, etc. These fields can be customized to change the visible field name in the UI, data format and default values.
|What are tracking preferences?
Under GDPR guidelines, contacts can opt-out of tracking their behavior. Behavior tracking includes opens, clicks, shares, clickstream (views & purchases), and Google Analytics.
They may update their own preferences through a Preference Center or Subscribe Form OR make the request directly to you. You can edit tracking preferences for individual users, by CSV import, or API.
How will this impact campaigns sent?
At the time of campaign send, our system will detect if the recipient has opted out of behavioral tracking. We will then remove the tracking pixels and tracking tags from all emails being sent to recipients that have specified that they do not want their behavior tracked.
How will this impact Analytics?
Note that contacts who opt out of tracking opens, clicks, shares, clickstream, and Google Analytics will not show in your reporting for those metrics. When reviewing analytics, keep in mind the percentage of contacts you have whose behavioral data you may not see.
How will this impact automation and triggers?
As above, if a subscriber opts out of tracking behavioral data like opens or clicks their actions will not be recorded in behavioral automation flows (ex. automations that include flag events like "opened previous campaign" - it will look as if they did not open the campaign) or behavioral triggered segments (ex. a segment for all openers that clicked a certain link).
How will this impact Anonymous Clickstream tracking?
If you are using Anonymous Clickstream Tracking you form MUST include the option to opt out of tracking in your subscription form. If a user opts out of tracking, the anonymous page view data and future clickstream data will not be collected.
|What does banned mean (for a contact)?
|The terms "ban" or "banned" refer to a Contact status that indicates the Contact reported their received mailing as SPAM in their email client. Any Contact that reports SPAM for a campaign is automatically unsubscribed and banned from being added back to your account in the future.
|What is a picklist?
A picklist is a list of data values saved to a demographic field. Creating a picklist for demographic fields allows you to ensure data integrity. If ever an import is made with non-matching values, you will be notified to correct the data.
Utilize the buttons on the right in the picklist section (add, delete, etc.) to manage the list of values stored for the field.
|What is the normal status (for a contact)?
|The term "normal" refers to a status for Contacts in your account. The normal status indicates the email address is active; it has not sent bounce back messages or unsubscribed from emails received.
|What is lifetime engagement?
The Lifetime Engagement Score (a.k.a. contact engagement) that is stored on the Contact record refers to historical campaign action data (opens, clicks, etc.) compared to the number of messages the Contact has received. This score is commonly used to identify Contacts that are most engaged vs. least (or not at all) engaged in the campaigns being received.
The scoring system for Contact Engagement (Lifetime Engagement Score) can be set in Account Management > General Account Settings > Settings.
|What is the unsubscribed status (for a contact)?
The term "unsubscribed" refers to a status for contacts in your account.
How can Contacts unsubscribe?
Contacts can unsubscribe by clicking on the unsubscribe link in your mailings. The unsubscribe link contains identifier numbers for the account, mailing, and recipient and is automatically processed by our system to change the contact's status to unsubscribed, after which they cannot be included in any mailing from the account. Additionally, there is a List-Unsubscribe header included every email (it's not visible, but tells receiving systems where to send unsubscribes to be handled correctly.)
Any contact in unsubscribed status will no longer receive campaigns sent from your Delivra account. Future imports that include a Contact in the unsubscribed status will be skipped (no updates will be made to data, nor will the status change back to normal). To accommodate legitimate needs to return a Contact to the Normal status, we offer access to change status on the individual's record in the Contacts dashboard.
|What does whitelist mean?
|The term "whitelist" essentially refers to changing settings on either a personal email inbox to allow the receipt of a specific email sender, or on the server or spam filter level to allow all emails sent through a domain or IP.
If you need information for personal email settings, click here to view instructions for major email clients.
If you need information on adding Delivra's domain or IP to your spam filter, email Support.
|What is authentication?
Authentication is a process that lets recipients and mailing servers know that your messages sent from our platform are legitimate and safe to receive and open. We highly recommend ensuring authentication is in place before sending from your account.
There are two options for enabling authentication:
Both types of authentication accomplish the same goal, so neither is better than the other as far as authentication goes. Companies with a dedicated IT team may want to opt for Regular Authentication.
If you do not have a dedicated IT team, or if you would like for us to handle set up, then Standard Authentication will allow our staff to take care of everything hassle-free. This is the most commonly used option.
With Standard Authentication, we will purchase a new delsend.com domain (ex. yourcompanyname.delsend.com) to host your emails, as well as set up reply filtering to prevent out-of-office or other irrelevant replies from clogging up your domain.
|What is a spam trap?
This is when an ISP takes over a dormant/closed email account that could not have possibly opted in anywhere so anyone sending email to this address is likely sending unsolicited email.
Another scenario that an ISP can use is when a domain becomes inactive, after a holding period of 6-12 months, hosting companies disable the domains email services and forward any emails sent to them to blacklists. It should be noted that with this scenario, the mailing isn't going to bounce so you're not going to be notified it's a bad address until you find your account has been blacklisted.
|What are stylesheets?
The term "stylesheet" refers to a method of applying style and format to your asset files for mobile rendering purposes or general design. In Delivra, you can upload external CSS (cascading style sheet) files and then apply them to your email templates or landing pages.
1. Upload your .css file to the Assets dashboard of your account:
2. Open your asset file, navigate to the STYLE tab, and select the .css file:
3. Save your changes.
|What is a repeater group (seen in the email editor)?
The term "repeater group" refers to a feature of the drag-and-drop editor. Repeater groups allow the inclusion of multiple rows of data in your content. The structure will repeat itself when multiple rows of data are found.
A customer places an order online to purchase 4 items. You have a triggered order confirmation setup in your account to include details of the order placed. The design of that confirmation email contains a repeater group to merge in line items from the order, like product description, product image, product quantity, and product price. The repeater group used will "repeat" itself 3 additional times to account for the 4 items purchased in that order.
How is it different than a cell group?
A repeater group IS a cell group. It simply behaves differently in that it can repeat itself where multiple rows of data exist. The repeat action is controlled by the segment the content is paired with in a campaign.
|What is dynamic content (Who Sees This) in the email editor?
The term "dynamic content" describes functionality that allows a marketer to change all or portions of their email depending on who receives the message. Using this type of functionality allows you to send a single email with personalized content to each recipient, rather than sending multiple emails to multiple audience groups.
In Delivra, this functionality is found in our drag-and-drop email designer and it's called "Who Sees This". Using Who Sees This requires the building of one or more audience profiles that evaluate contact data or category subscriptions to determine what email content should be displayed to the end recipient when the campaign is sent.
Who Sees This can be used to display differing images, text, buttons, etc.
|What is RSS?
|RSS (Rich Site Summary; often called Really Simple Syndication) uses a family of standard web feed formats to publish frequently updated information: blog entries, news headlines, audio, or video.
In the drag-and-drop editor, you can connect to your RSS feed site to easily pull content and re-purpose it in your campaigns sent from your account.
|What is the drag-and-drop editor?
The term "drag-and-drop editor" refers to our primary email design editor.
It's design tools make it easy to drag-and-drop content, images, buttons (and more!) just where you want them to create your own email layout with the look and feel you want.
|What is the HTML editor?
The term 'HTML editor' refers to a less-common email design editor offered that is similar to traditional WYSIWYG editors.
This editor is intended for clients who upload HTML files created externally, or paste in HTML code created externally.
|What is an account?
|The term "account" refers to your Delivra application and database where contacts, templates, campaign data and reports are stored.
|What is a sub account?
|The term "sub account" refers to additional databases (a.k.a. accounts) where contacts, templates, campaign data and reports are stored separately. Examples of clients that may have sub accounts include agencies, resellers, franchises, and universities.
|What is a segment?
The term "segment" refers to a dynamic subset of the contacts database. Segments use clauses to determine recipients of a campaign based on values stored in the database or actions such as open, click or non actions such as did not open or did not click.
|What is a category?
You have the ability to categorize, or tag, your contact records to sort them into mailing lists. These lists are called Categories. Multiple categories can be applied to contact records, allowing your email subscribers to be grouped in various ways that make sense to you. And when you send an email from the system, you can choose one or more categories to identify the target audience and ignore all other contacts.
Contacts are added to a category during the import of a contact list spreadsheet, through a preference center form, through a subscribe form, in an automation journey, or individually within the Contact record.
Some customers will use categories to tag one-off imports of contacts to create a group for a one-time email. For example, I can import a list of people that reached out to inquire about a product to provide information in an email format one time.
Other customers will create a category and continue to import subscribers into it to maintain an ongoing list of subscribers. For example, I can import a list of people that subscribed to receive a monthly newsletter to the same category in my account. In this example the category continues to grow because new email contacts are being added to it.
|What is a triggered segment?
The term "triggered segment" refers to a dynamic subset of the contacts database using a clause (a.k.a. query) of date or behavior that is used to automate the sending of a related campaign.
|What is a segment snippet?
The term "snippet" refers to a feature in your Segments tab within the Contacts dashboard that allows you to create reusable segment clauses. These segment snippets are saved and available to pull into new segments (regular or triggered) by selecting them from a library.
|What is an Account Administrator?
|An account administrator is a user that has login access to your account and may perform most functions or limited functions. Explore each Role available to this type of account administrator.
|What is a Site Administrator?
A site administrator can access every sub-account for a specific customer site as well as create and manage administrators for the site. This includes managing what permissions and Roles account administrators should be assigned. Site administrators are the only administrators with access to edit or create Roles for the account. They are also the point of contact for the site, and accounts that belong to that site.
Site administrators have access to advanced reports in the Analytics dashboard like Planned Mailings, Insights, and Custom Reports (depending on license level) which allow them to view all of their scheduled and draft campaigns across all accounts on their site. They can create Report Groups that span the entire site to create cross-account reporting.
If you are a multi-account client and have a Customer Template Repository enabled, site administrators are the only users that can save templates from sub-accounts into the repository to share with all other sub-accounts.
|What is a customer administrator?
The Customer Administrator is a type of user access that is granted to Delivra partners as a way for those partners to manage their customers.
Customer Administrators, unlike Site or Account Administrators, have access to:
|What is a role?
The term "role" refers to sets of permissions applied to account administrators in the system. These permissions define what an administrator may access in the account.
System (default) Roles
|What is a permission?
Permissions are granular sets of access to the system. Account administrators are assigned Roles, which are groups of permission sets.
Availability of features is based on your license. Please visit https://www.delivra.com/pricing to see a listing of features by license.
Visit our e-Learning hub for online modules to learn more about Delivra features.