Common Marketing Cloud Terms

Application A product that allows marketers to execute a marketing process, such as Automation Studio. Applications are built by the Marketing Cloud, or by certified partners.
Application Switcher The list of applications the user is provisioned to use. Users can toggle between applications within the Switcher.
business unit A business unit is a hierarchical administration structure that controls access to information and sharing of information. A business unit allows you to manage user roles for the business unit, view users who have access to the business unit, and define filter criteria for subscribers.
campaign A campaign is a series of related emails.
CAN-SPAM The CAN-SPAM Act imposes stricter requirements on Commercial email than on Transactional email. Complying with these requirements not only protects you from litigation related to the CAN-SPAM act, but also demonstrates your commitment to providing relevant messaging to your customers.
Commercial Message A commercial message is any electronic mail message with the primary purpose of communicating a commercial advertisement or promoting of a commercial product or service. Commercial messages must include the following elements:
- a mechanism to unsubscribe
- the physical mailing address of the sender
- a notice of advertisement (if unsolicited)

For commercial messages, the application checks for the presence of an unsubscribe link and does not send the message if the subscriber has an unsubscribed status. By definition, all commercial messages must be sent as user-initiated messages.
content box A content box is an area of an email where you can insert text, links, images, and tables. You can build and edit content by managing content boxes in an email. Content boxes are based on a standard template or an HTML paste template. You design the layout and input the content of each individual content box.
Content Detective Content Detective is a tool that helps you identify spam triggers in your email content. This feature mirrors the logic used by spam-filtering software to identify words, phrases, and patterns that are likely to trigger filters and then recommends a resolution to each identified problem. After running the Content Detective, you can edit the triggered it identifies out of your email.
Content-Building Wizard The Content-Building Wizard is a window that leads you through the process of creating content for template-based emails. The wizard is designed to handle all content types, such as SMS and Smart Capture, regardless of the size or impact on the email.
controls Controls create a specific object or act on data contained within the control.
data extension A data extension is a table within the application database that contains your data. Usually, the data you keep in a data extension relates to a subscriber but does not fit in the subscriber profile and preference attributes for some reason.
data extract Data extract is a feature you can use to export your tracking information from the application database. The application exports the data to a CSV file, compresses the data into a ZIP file, and makes the file available to you on the enhanced FTP server. The application also provides a UTF-16 to ASCII conversion package.
delivery profile A delivery profile is a record where you can specify the delivery information for a message in a central location and reuse that information across multiple sends without having to select the information each time.
email An email is a type of electronic message that is delivered to your subscribers' email inbox. In Marketing Cloud, an email consists of content. Content is the text, images, and rich media that the subscriber sees when viewing the email.
email history The email history feature is a record of all past and future (scheduled) deliveries of an email. Also, it allows you to cancel a scheduled delivery if you want to change the scheduled delivery time of the email.
email message An email message is a type of message delivered to your subscribers' email client. You can create user-initiated and triggered email interaction. Email message interactions are also referred to as Send Definitions.
Email Studio An application for marketers to create, target, deliver, track, and manage email marketing programs.
grid A grid is the list of specific items you can interact with in a workspace. For example, when you click the Content tab and then my emails, you see a grid of emails in your account. A grid contains columns of detail information about the items in the list, and you can control which columns appear by right-clicking a column header. You can control the sort order of the items in the grid by clicking a column header.
guided send A guided send is a send process that uses the Email Send Wizard.
home page The application home page is the workspace that you see when you log in and when you click the Home link on the persistent toolbar. It contains easy-access links to your most recently used data.
HTML Paste The HTML Paste feature is an option you have when creating an email. This feature allows you to create emails with HTML code.
Marketing Cloud A real-time, multichannel engagement solution that provides a single view of customers and prospects, and empowers marketers to plan, monitor, track, and take action across all interactive channels.
measure A measure is a unit of subscriber behavior that you define in your account. For example, if you use dynamic from addresses on an email job, the tracking for the job is all grouped. You cannot easily find the statistics by from address. With measures, though, you can define a statistic given the conditions of the job ID and the from address.
permission A permission is a tool to control a user's access to screens in the application. You can set each permission to allow or deny.
personalization string A personalization string is a tag that lets you insert any of the attributes in your account (such as subscriber name) into your emails. Personalization strings can appear in the subject line of the email or in the email's content boxes. You may have heard personalization strings referred to as merge fields or substitution strings.
profile attribute A profile attribute contains information to characterize a subscriber profile. For example, each subscriber can be asked to provide their gender, birth date, and email address. By default, every account has three profile attributes: Full Name, Email, and User Defined (which is intended as a generic attribute that you can use as needed). You cannot modify these attributes.
recipient A person who receives a message. A recipient of a commercial message must be a subscriber (someone who's given you permission to send them commercial messages). A recipient of a transactional message can or cannot be a subscriber.
Role A role is a collection of permissions that allow or deny actions on an item or item property. If a permission is not set, the permission has the same effect as a deny.
security settings The Security Settings allows you to define parameters for session timeout, username, and password conventions and lockout logic. You can reduce the chances of your account's usernames and passwords being stolen, guessed, or otherwise misused by making your security settings stronger.
send classification A send classification lets you define parameters for an email job in a central location and reuse those parameters for multiple email send definitions. For example, an administrator can create a send classification that can be used every time a catalog is sent out to ensure that the appropriate parameters are used every time.
send definition A send definition is a generic term for an interaction to send an email, SMS message, or voice message. The interaction can be user-initiated or triggered. The SendDefinition object in the web service API relates to the User-Initiated Email Interaction in the user interface.
send preview Send Preview is a rendering of an email as seen by the recipient. After the initial preview, you can proceed through the rest of the recipients on the list to see the preview for each.
sender profile A sender profile is a record where you specify the from information for a message send in a central location and reuse that from information across multiple sends without selecting the information each time.
shared item A shared item is an email, template, portfolio, data extension, or content area on which you set permissions. These permissions control who can access the shared item and in what capacity. For example, you can view a shared item but cannot edit it, or you can edit a shared item but not delete it.
subscriber A subscriber is a person who has opted to receive communications from your organization.
preference center A subscription center is a web page where a subscriber can control the messages they receive from your organization. The lists you identify as public in the application are available for a subscriber to opt in to on the subscription center.
template A template controls the header, background color, borders, and layout of an email. You can use the same template as the basis of multiple emails. It contains your brand and the layout of information.
tracking Tracking is an aggregated collection of data that allows you to view critical elements such as email opens, clicks, undeliverables, and other metrics online. You can also capture how many emails were forwarded and how many new subscribers each forward generated.
transactional message Per CAN-SPAM legislation, a transactional message is an email with the intent to "facilitate, complete, or confirm a commercial transaction that the recipient has previously agreed to enter into with the sender." To be considered transactional by CAN-SPAM, the subject line must be transactional in nature and non-promotional. Also, the email body must present the transactional content before commercial content. For transactional messages, the application does not check for the presence of an unsubscribe link and sends the message even if the subscriber has an unsubscribed status. Transactional messages can be user-initiated or triggered. Transactional messages often go out through a triggered mechanism to complete an interaction with a recipient who initiates a conversation with a request.
Unengaged Subscribers for a List Report The Unengaged Subscribers for a List Report shows you which subscribers are unresponsive to your email sends. You define what list you want to view data for, thus defining which subscribers you view.
Unsubscribe Unsubscribes are statuses in Marketing Cloud that signify a subscriber has either unsubscribed from your communication or you have unsubscribed them. When a subscriber clicks the unsubscribe link in an email, their status is set to Unsubscribed.
user A user is a record in the application that grants access to a person who uses the application. As an account administrator, you ensure that all your users are configured appropriately, using the administrative area of the application.
user permissions The following user permissions are available to be set when you create the user. If you are using an Enterprise 2.0 edition account, see Roles for instructions on setting user permissions.
User-Initiated (permission-based) A message sent to an opted-in subscriber. A user-initiated message send goes to subscribers that you identify at a time you specify. A subscriber who receives a user-initiated message must be a subscriber in your account at the time the message is sent. Examples include the following: A monthly newsletter A weekly list of offers A weather alert A low-account-balance alert


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