Glossary

Brand Indicators for Message Identification (BIMI) is an email authentication that requires DMARC implementation. It allows senders to include a branded sender image in their emails.

A behavioral email, or a triggered email, is a message sent in response to certain user actions, like abandoning a cart, usually after users interact with a brand’s web application or social media. Behavioral email marketing is a great way to boost user engagement by reminding recipients to take action.

Bot detection is the practice of analyzing the traffic that visits a company’s website,  mobile app, or API to detect malicious bot activity. It protects brands from script injections and list validation attacks by hackers and scammers. Email professionals usually collect emails from new subscribers with a webform. After this, validating the email addresses ensures emails are sent to real users who want to receive a brand’s messages and content.

Bounce rate measures the percentage of emails that bounce back, or the number of emails that couldn’t be delivered to users over the total number of emails sent. The formula is: