A list of contacts that the user deems are acceptable to receive email from and should not be filtered or sent to the trash or spam folder.
Email deliverability glossary
This glossary defines common email deliverability and email infrastructure terms you may encounter when sending email through Braze.
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A block bounce is the result of an email not being accepted for delivery by the mailbox provider. Many mailbox providers block email from IP addresses or domains that have been reported to send spam or viruses or have content that violates email policy or spam filters. SendGrid uses "block" to refer to what is typically called a soft bounce. At SendGrid, a block results when an email is not accepted for delivery due to a technical or temporary reason.
Also known as a hard bounce, an address that has bounced is permanently undeliverable and is suppressed from subsequent sends. For more information about bounces in Braze, see Bounces in the email analytics glossary.
The rate at which recipients have clicked a link within the message. For more information, see Unique Clicks in the email analytics glossary.
The rate of successful deliveries, regardless of inbox placement or whether the mail gets opened. For more information, see Deliveries % in the email analytics glossary.
Company that provides email sending and transport capability to email marketers. Many of today's marketing, CRM, and customer engagement platforms include an email-sending component and are commonly referred to as ESPs in reference to email-sending capability. Examples include ConstantContact, MailChimp, Emarsys, Salesforce Marketing Cloud, Cheetah Digital, and Sailthru.
Message sent to an invalid, closed, or nonexistent email account. Typically, hard-bounced emails can be identified with a 500 series SMTP reply code. For more information, see Hard Bounce in the email analytics glossary.
The rate at which the open tracking pixel was loaded, only counting unique recipients (no duplicates). For more information, see Unique Opens in the email analytics glossary.
An email campaign sent to inactive or non-responders in an attempt to win them back and get them engaged with your emails again in the form of opens, clicks, and conversions. A re-engagement campaign can be sent to inactive as a stand-alone campaign or as a series of campaigns.
Any bounce due to a temporary or transient issue like "mailbox full," "user over quota," "mail blocked for spam-like characteristics," "message rejected because it violates organization policies," or "server temporarily not available." SendGrid calls these "blocks."
Delivery to any soft bounce believed to be a temporary issue (usually those with an SMTP 4xx code) is attempted again until the message is either delivered or 72 hours elapse. If a message that has soft bounced cannot be delivered after 72 hours, further delivery attempts are stopped and the failed message delivery is counted as a bounce. For more information, see Soft Bounce in the email analytics glossary.
Unwanted email. In the metrics, users must mark these emails as spam (so this count includes them in deliveries as the email needs to be delivered first). For more information, see Spam in the email analytics glossary.
The rate at which recipients have marked a message as being spam while viewing it. This rate does not include mail that lands in the spam folder. It also does not include complaints from mailbox providers who do not have a feedback loop, such as Gmail and iCloud. For more information, see Spam in the email analytics glossary.
An email used to collect and detect spam by ISPs and antispam organizations. Also known as spamtrap. For more information, see Deliverability pitfalls and spam traps.
Braze does not have suppression lists, however, you can create a sunset policy as documented in Sunset policies. For more information about managing email subscriptions, see Subscriptions.
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