SAP Emarsys Customer Engagement Implementation Consultant key terms

A single person record stored in the Emarsys database, identified by an email address or other unique field, and carrying profile data and behavior history used for segmentation and targeting.

A defined attribute on a contact record, such as first name, birth date, or loyalty tier, used in personalization, filtering, and segment criteria. System fields are built in; custom fields are created by the account.

The central repository holding all contact records and their field values for an account. It is the source of truth for targeting, and its size and quality directly affect deliverability and segmentation options.

The process of loading contacts or field values into Emarsys from a file or API, with options for matching on a key field, updating or creating records, and handling opt-in status.

The stored permission status indicating whether a contact has consented to receive email. Sending to contacts without valid opt-in is blocked or filtered, so import and form configuration must set it correctly.

A consent workflow in which a new contact must click a confirmation link in a triggered email before being marked as opted in, providing stronger proof of permission than a single form submission.

The documented permission a contact has given for a specific communication channel and purpose. It must be captured, stored, and honored so that sends comply with privacy regulations and internal policy.

A dynamic or static subset of contacts defined by criteria such as field values, behavior, or segment membership. Segments are the primary targeting unit for campaigns and automations.

A segment whose membership is recalculated automatically as contact data changes, so it always reflects the current criteria. Contrasted with a static segment, whose membership is frozen at creation.

A condition or set of conditions applied to contact data to narrow a target audience, using operators such as equals, contains, greater than, or date ranges, combined with AND/OR logic.

Inserting contact-specific values, such as first name, city, or loyalty points, into message content using placeholders resolved at send time. Requires the referenced fields to be populated and correctly mapped.

A token in message content or a template that is replaced with a contact field value or dynamic content at send time. Incorrect field names cause blank or literal output in delivered messages.

A one-time or scheduled bulk email send to a defined audience, built from a template, content, subject line, and recipient source, with tracking and reporting attached.

A reusable message layout containing structure, styling, and placeholder blocks that campaign content is built into. Templates enforce brand consistency and reduce build effort across campaigns.

An email sent automatically when a defined event occurs, such as a registration, purchase, or form submission, rather than at a manually scheduled time. Configured with an event source and message content.

A sequence of nodes that reacts to events and contact behavior, including waits, conditions, and message sends, to deliver lifecycle communications without manual intervention.

A signal sent into Emarsys from an external system, such as an order or cart update, which can trigger automations or update contact data. Requires a defined event payload and API call.

Connecting external systems to Emarsys through its APIs to synchronize contacts, send events, or retrieve reports. Requires credentials, correct endpoint selection, and payload validation.

An HTTP callback that pushes data from one system to another when an event occurs, often used to notify Emarsys or a third party in near real time without polling.

Configuring DNS records such as SPF, DKIM, and DMARC so receiving providers can verify that email claiming to be from a domain was authorized by its owner, protecting deliverability and brand trust.

The likelihood that sent email reaches the recipient inbox rather than the spam folder or a block. Influenced by authentication, list quality, engagement, content, and sender reputation.

A failed delivery of an email, classified as hard when the address is permanently invalid and soft when the failure is temporary, such as a full mailbox or temporary server issue.

A list of addresses that must not receive sends, including hard bounces, complainers, and unsubscribes. It is checked at send time to protect sender reputation and honor opt-outs.

A feature that predicts the time each contact is most likely to open or engage with email, based on historical behavior, and schedules delivery accordingly instead of using one fixed send time.

A controlled experiment that splits an audience into groups receiving different variants, such as subject lines or content, to measure which performs better on a chosen success metric.

Message layout that adapts to different screen sizes and email clients, ensuring readable content and usable links on mobile devices as well as desktop. Tested across clients before sending.

The way an Emarsys instance is organized into accounts, users, and permissions, including which teams can access which data and functions. It affects governance and data separation.

A set of permissions assigned to a platform user that determines which features, data, and settings they can view or change. Roles should follow least-privilege principles during implementation.

A non-production environment used to configure, test, and validate integrations, automations, and templates before changes are promoted to the live account, reducing risk to real contacts.

The specification of how fields in a source system correspond to contact fields or event payload attributes in Emarsys, ensuring values land in the correct place during integration and import.

The field used to match an incoming record to an existing contact, typically the email address or an external customer ID, preventing duplicates and enabling correct updates.

A calculated measure of how actively a contact interacts with messages, such as opens and clicks over time. It can drive segmentation, frequency decisions, and re-engagement campaigns.

A view of campaign and program performance metrics, such as opens, clicks, conversions, and revenue, used to validate implementation success and support optimization decisions.

The mobile channel capability for sending push notifications and in-app messages to app users, requiring app configuration, device token registration, and consent handling.

A messaging channel for sending text messages to contacts, requiring phone number fields, opt-in capture, and country-specific compliance rules. Often used in time-sensitive automations.

Capabilities for personalizing website experiences, such as on-site recommendations or overlays, based on contact and behavior data collected through tracking integration.

A structured file or endpoint supplying catalog information such as product IDs, names, prices, and images, used to power recommendations and dynamic content in messages.