Mapp Engage Glossary

A/B Testing

A method of testing two variations of a campaign to determine which version performs better. A/B testing helps optimize content, design, and messaging strategies. For example, you can send messages with two different subject lines to test which one has a higher open rate. For more information, see Test Multiple Email Message Variants (A/B Test).

API Key

A security token used to authenticate and authorize access to Mapp Engage’s API, ensuring secure data communication. In Mapp Engage, you need API keys, for example, to configure your Web Push channel or to integrate Mapp Engage with an e-commerce platform. For more information, see Engage API.

Attribute

An attribute in Mapp Engage is a piece of information stored about a contact, such as their name, interests, preferred language, or the products they buy online. Attributes help you organize contacts, personalize messages, and send relevant content based on what matters to each person. Example: A user’s favorite clothing brand, which can be used to send tailored fashion recommendations. For more information, see Attributes.

Customer Journey

In Mapp Engage, the Customer Journey refers to the sequence of interactions a user has with a brand, from the first point of contact to conversion and ongoing engagement. These interactions can happen across multiple channels, such as email, web, and mobile, creating a seamless brand experience.

Example: A customer sees a product ad on social media, clicks on it, signs up for a newsletter, receives a promotional email, and eventually makes a purchase.

Note: Mapp Intelligence also uses the term Customer Journey but with a more specific meaning. In Mapp Intelligence, it refers to the sequence of campaign interactions users have before reaching a defined website goal, serving as the basis for attribution analysis in campaign configuration.

Deliverability

Deliverability refers to the ability of an email to successfully reach a recipient’s inbox rather than being blocked or marked as spam. Several factors influence deliverability, including sender reputation, email authentication (such as SPF, DKIM, and DMARC), and engagement metrics like open and click rates. Example: A well-optimized email campaign with low bounce rates and high engagement improves overall deliverability.

Dynamic Content

Dynamic Content refers to content that adapts based on user data, behavior, or predefined conditions. In Mapp Engage, this is achieved using personalization placeholders and personalization rules, allowing for tailored messaging that aligns with each recipient’s interests and actions. This makes emails and campaigns more relevant and engaging. Example: A retail email displaying different products based on a user’s browsing history.

For more information, see Display Conditional Related Data-based Content in an Email Messages.

Identifier

A unique value assigned to a user in Mapp Engage, allowing the system to recognize and track interactions with that user across various touchpoints. Mapp Engage supports various identifiers: userID, email, mobile number and externalID. For more information, see User Identifiers.

JSON Payload

A JSON Payload is a structured data format used for API communication, allowing data exchange between Mapp Engage and external systems. It enables seamless integration by transmitting information in a lightweight and readable format. Example: A JSON payload containing customer details sent from an e-commerce site to Mapp Engage.

Mapp Engage Function

Commands within Mapp Engage that perform specific tasks or simplify queries. They can be applied to related data, attributes, text, dates, etc., allowing users to query, convert, compare, sort, format, and replace data. Example: Using a function to convert a user's inputted date into a standardized format for consistent data processing. For more information, see Mapp Engage Functions.

Opt-in

Opt-in is the process by which a user actively gives consent to receive messages from a sender. This ensures compliance with data protection regulations and helps improve engagement rates by targeting users who have explicitly expressed interest. Example: A user ticking a checkbox to subscribe to a newsletter during checkout.

Opt-out

Opt-out is the process by which a user unsubscribes from receiving messages, ensuring they are removed from future communications in compliance with regulations. This allows users to control their preferences and stop receiving unwanted messages. Example: A user clicking an "unsubscribe" link in an email and being removed from the mailing list.

Personalization Placeholder

A Personalization Placeholder is a tag used in Mapp Engage to dynamically insert individual values into messages, enhancing the user experience with tailored content. During sendout, Mapp Engage replaces the placeholder with the corresponding value stored in a contact’s attributes. Example: "Hello [FirstName], your order #[OrderNumber] has been shipped!"

For more information, see Personalization Placeholders

Sender Reputation

Sender Reputation is a score that reflects the trustworthiness of an email sender, based on factors like bounce rates, spam complaints, and recipient engagement. A high sender reputation improves email deliverability, increasing the chances of messages reaching the inbox instead of the spam folder. A sender with consistently low spam complaints and high open rates maintains a strong sender reputation, ensuring better inbox placement.

Spam Complaint

A Spam Complaint occurs when a recipient marks an email as spam, signaling to their email provider that the message is unwanted. High spam complaint rates can harm email deliverability and negatively impact sender reputation, potentially causing future emails to be blocked or filtered into spam folders. Example: A user marking a promotional email as spam because they did not subscribe to the mailing list.

TMID

The TMID (Transactional Message ID) is a unique identifier assigned to each contact within a transactional message. It enables tracking at an individual level, confirming message delivery and openings. This ID is particularly useful for monitoring interactions across systems, ensuring precise tracking of each transactional message. For more information, see Add a TMID to Messages.

Transactional Message

A transactional message is an automated message sent in response to a specific event, providing timely and relevant information to users. Examples include purchase confirmations, shipping updates, or booking confirmations. In Mapp Engage, each transactional message has a unique Transactional Message ID (TMID). A transactional message can be sent individually or as part of a group, though most systems send them as single messages. For more information, see Transactional Messages.

Trigger

A Trigger is an action that automatically starts a process based on a specific event. In Mapp Engage, triggers initiate automated Whiteboard workflows, such as sending messages, updating contact data, or segmenting users. Triggers help deliver timely and relevant communication without manual intervention. For more information, see Events.