Technical vocabulary of Yapla Newsletters
Not sure what an open rate, a bounce or a segment is? This glossary explains the terms used in Yapla Newsletters in plain language.
This glossary defines the main terms used in Yapla Newsletters, grouped by topic. It will help you find your way around the tool and understand your campaign statistics.
In this article:
Contacts and audience
| Term | Definition |
| Audience | All the contacts in your Yapla Newsletters account, across all lists. The number of contacts in your audience determines the price of your plan. |
| List | Main group your contacts are stored in, for example one list per language. Lists are independent: the same address in two lists counts as two contacts in your plan. To target a subgroup, use a segment instead. Importing contacts to Yapla Newsletters |
| Segment | Subgroup of contacts in a list, defined by conditions (tag, attribute, activity, etc.). A segment updates automatically and can be selected as a campaign recipient. Creating segments for your newsletters |
| Tag | Keyword attached to a contact. Yapla groups (system and custom) are synchronized as tags. Tags are used to filter your contacts or build segments. Create and use tags in your newsletters |
| Attribute | Information field of a contact (first name, last name, language, etc.). Attributes are used to personalize your emails and build segments. |
| Interest | Topic a contact chooses to subscribe to, for example from a subscription form or their preference center. Allow my contacts to subscribe to my newsletters based on their interests |
| Synchronization | Automatic transfer of the contacts in your Yapla account to Yapla Newsletters. Automatic contact sync to Yapla Newsletters |
| Active contact | Contact with the Active status, who can receive your emails. Not to be confused with an active member in Yapla. Keep an eye on active contacts who haven't opened your emails in a long time: they can hurt your performance. Create a segment for your active members in Newsletters |
| Unsubscribed | Contact who left the list and no longer receives your emails. Unsubscribing imported contact groups |
| Suppression list | Email addresses and domains excluded from all your sends. Some addresses are added automatically (spam complaints, global unsubscribes) and you can add others manually. Manage the Yapla Newsletters suppression list |
| Subscription form | Form you embed on your website so visitors can subscribe to a list. Create and embed a subscription form into your newsletter |
| Double opt-in | Two-step subscription confirmation: after filling in the form, the person receives a confirmation email and must click the link to be added to the list. |
| Preference center | Page where a subscriber updates their information and interests, available from the manage preferences link in your emails. |
Campaigns and sending
| Term | Definition |
| Campaign | Email sent to one or more lists or segments. Campaigns are managed under Campaigns > Emails. |
| Template | Reusable layout for your campaigns. Using Templates for a Newsletter Campaign |
| A/B test | Sending two versions of a campaign to part of your audience to find out which one performs better. Available with the Yapla Newsletters Premium plan. |
| Automation | Series of emails sent automatically based on a trigger, for example when a contact subscribes. |
| Sender | Name and email address displayed in your recipients' inbox. |
| Sender domain | Domain of the sender address (for example myorganization.org). Authenticating your domain improves deliverability. Add a custom domain for your newsletters |
| Deliverability | Ability of your emails to reach the inbox rather than the spam folder. Guide | Troubleshooting undelivered emails |
Performance statistics
These metrics appear in each campaign's report: under Campaigns > Emails, click View Report to the right of the sent campaign.
| Term | Definition |
| Open rate | Percentage of recipients who opened the campaign out of the emails delivered. Total opens counts every open, including repeat opens by the same contact. |
| Click rate | Percentage of recipients who clicked at least one link in the campaign. Total clicks counts every click. |
| Clicks per unique opens | Ratio between the number of contacts who clicked and the number of contacts who opened the campaign. |
| Click performance by URL | Number of clicks on each link in the campaign. |
| Heatmap | Visual representation of the most clicked areas of the email (Open heatmap button). |
| Delivery rate | Percentage of sent emails that were delivered. |
| Bounce rate | Percentage of sent emails that could not be delivered. |
| Hard bounce | Permanent delivery failure, for example an invalid or non-existent address. |
| Soft bounce | Temporary delivery failure: full inbox, server unavailable, message too large, etc. Repeated soft bounces can lead to a hard bounce. |
| Unsubscribe rate | Percentage of recipients who unsubscribed after the campaign. |
| Complaint (FBL) | A recipient reporting an email as spam, forwarded by their email provider (feedback loop). The campaign's spam rate shows the share of these complaints. Newsletters: track bounces, unsubscribes and complaints |