The marketing
glossary
Direct definitions of the terms behind funnels, email, automation, courses, and running an online business. Each entry reads in under two minutes and links back to how systeme.io handles it.
Funnels & conversion
How visitors move from first click to paying customer, and what to call every step along the way.
Sales funnel
The sequence of steps a prospect moves through from first contact to purchase.
Conversion rate
Percentage of visitors who take the action you want, like a purchase or signup.
Conversion funnel
The narrowing path of users from broad awareness down to completed conversion.
Lead magnet
A free resource offered in exchange for a visitor's email address or contact details.
Tripwire
A low-priced first offer designed to turn a free subscriber into a paying customer.
Order bump
A small extra offer presented at checkout to lift average order value.
Upsell
A higher-value or larger version of the product offered after the initial purchase.
Downsell
A cheaper or simpler alternative offered after a prospect declines the main offer.
Cross-sell
A related product offered alongside the main purchase to increase overall order value.
Squeeze page
A landing page designed to capture an email with one focused offer and minimal distractions.
Landing page
A standalone page built around one offer and one call to action.
Thank you page
The page shown after a conversion, often used to deliver content or extend the offer.
One-time offer
A limited-availability offer shown once in a funnel flow, usually right after the first conversion.
Lead generation
The process of attracting and capturing prospect details to feed into your funnel.
Sales pipeline
A visual view of where each deal sits in your sales process, from new lead through closed-won.
Email marketing
The metrics, mechanics, and message types behind the highest-ROI channel small businesses have.
Email marketing
Direct communication with subscribers via email to drive engagement, education, and sales.
Email automation
Pre-built email sequences that send based on triggers like signups or purchases.
Drip campaign
A series of emails delivered on a schedule to nurture subscribers over time.
Email sequence
An ordered set of emails sent to a contact based on actions, tags, or time delays.
Open rate
Percentage of recipients who open a given email. Used to test subject lines and list health.
Click-through rate
Percentage of recipients who click a link inside an email or page.
Bounce rate
Percentage of emails that fail to be delivered to recipient inboxes.
List segmentation
Splitting an email list into smaller groups based on attributes, tags, or behavior.
Double opt-in
A two-step signup process that confirms a subscriber's intent before adding them to a list.
Newsletter
A regular email sent to subscribers to keep them engaged, often with content, news, or offers.
Automation & journey
The workflows, triggers, and journey models that run quietly in the background after a contact arrives.
Marketing automation
Software that runs marketing tasks automatically based on rules and triggers.
Workflow automation
Visual flows that execute marketing actions in sequence without manual work.
Automation trigger
The event that starts an automated workflow, like a signup, purchase, or tag added.
Customer journey
The path a customer takes from awareness through purchase and into loyalty.
Lead nurturing
The process of building relationships with prospects at every stage of the funnel.
Lead scoring
Assigning numeric values to leads based on demographics and behavior to prioritize follow-up.
Behavioral targeting
Sending different messages based on what a contact has done: pages visited, products viewed, emails opened.
CRM
Customer relationship management software that stores contact details, interactions, and deal stage in one place.
Courses & memberships
Recurring-revenue product types and the funnels that sell them.
Online course
A digital learning product made up of lessons, videos, and supporting resources.
Course funnel
A funnel built specifically to sell access to an online course.
Membership site
A subscription product that grants ongoing access to content, community, or both.
Drip content
Course material released on a schedule rather than all at once.
Webinar
A live or recorded online presentation, often used to sell a higher-priced offer.
Webinar funnel
A funnel that uses a webinar as the main sales event, with registration and replay flows.
Cohort-based course
An online course delivered to a group on a fixed schedule, with live elements and peer interaction.
Affiliate marketing
Paying partners for sales they generate, and the moving parts that keep it honest.
Affiliate marketing
Paying partners a commission for sales they generate through their own audience.
Affiliate program
The structure and rules behind paying affiliates for their results.
Affiliate link
A unique URL that tracks sales back to a specific affiliate for commission attribution.
Affiliate commission
The percentage or fixed amount paid to an affiliate for each sale they generate.
Analytics & metrics
The numbers that tell you what's working and the ones that should drive every next decision.
Performance analytics
Measuring marketing activities against business goals to see what's actually driving revenue.
KPI
Key Performance Indicator. A single measurable value that tracks progress toward a goal.
Customer lifetime value
Total revenue you can expect from one customer over the full relationship.
Customer acquisition cost
Total spend to acquire one paying customer, including ads, tools, and time costs.
Return on ad spend
Revenue earned for every dollar spent on paid acquisition.
Attribution
Assigning credit for a conversion to the channels and touchpoints that drove it.
A/B testing
Comparing two variants of a page, email, or offer to see which performs better.
Churn rate
Percentage of customers who cancel a subscription in a given period.
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