Marketing Ops Glossary
Lifecycle, segmentation, sequences, and email-deliverability terminology
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Click-Through Rate
Click-through rate (CTR) is the percentage of people who click a link in your email, ad, or message out of everyone who saw it.
Customer Lifecycle
The full arc of a customer's relationship with your business, from first touch through advocacy, mapped to specific stages your team can act on.
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DKIM
DKIM is an email authentication standard that cryptographically signs outbound mail so receivers can verify it really came from your domain.
DMARC
DMARC is an email authentication policy that tells inbox providers what to do when a message fails SPF or DKIM checks against your domain.
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Open Rate
Open rate is the percentage of delivered emails that recipients opened, used to gauge subject-line performance and list engagement.
Outreach Cadence
A structured sequence of outbound touches across channels and time intervals designed to engage prospects and book qualified meetings.
S
SPF Record
An SPF record is a DNS entry that lists which servers are authorized to send email from your domain, protecting deliverability and brand.
SQL
A Sales Qualified Lead (SQL) is a prospect vetted by marketing and accepted by sales as ready for a direct sales conversation.
Sender Reputation
Sender reputation is the trust score mailbox providers assign to your sending domain and IP, deciding whether your email lands in inbox or spam.
Spam Trap
An email address used by ISPs and blocklist providers to identify senders with poor list hygiene and flag them as spammers.
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