Iterable Foundations Certification key terms

A single configured send of a message to a defined audience, with its own schedule, content, and delivery settings. It is typically sent once rather than repeating automatically over time.

The staged sequence a campaign passes through, usually draft, review or approval, scheduled, sending, and sent. Each stage gates who can edit or launch the campaign and what actions are permitted.

A preview delivery of a campaign to a small set of internal addresses so reviewers can check rendering, links, personalization, and subject lines before the real audience receives it.

Inserting user-specific values such as first name, location, or past behavior into message content at send time, usually through merge tags or template logic that resolves per recipient.

A placeholder in message content that is replaced with a stored user or event value when the message is rendered. If the value is missing, a fallback default may be shown instead.

Message blocks that render differently for different recipients based on rules, such as showing one offer to a segment and another to everyone else. Rules are evaluated at send or open time.

A delivery feature that estimates when each recipient is most likely to engage and schedules the send accordingly within a defined window, rather than sending to everyone at one fixed moment.

A cap on how many messages are sent per unit of time, used to spread large sends, protect sending reputation, and avoid overwhelming downstream systems or support teams.

A rule limiting how many messages a single user can receive within a period across one or more channels, helping prevent fatigue and over-contact.

A multi-step automated flow that moves users through a sequence of messages, waits, and decisions triggered by an entry event. It runs continuously for qualifying users rather than once.

The event or condition that admits a user into a journey, such as joining a list, completing a purchase, or matching an audience. Users enter only when the trigger fires and entry rules pass.

A single node in a journey, such as sending a message, waiting, branching on a condition, or updating a user field. Steps execute in order along the path each user follows.

A journey step that pauses a user for a duration or until a specific time before continuing. It controls pacing so messages arrive at sensible intervals rather than all at once.

A branching step that splits users onto different paths based on a condition, such as whether they opened a message or hold a certain attribute. Each branch continues independently.

A setting controlling whether a user who already completed or is currently inside a journey can enter it again when the trigger fires. Options usually include once only, re-entry after exit, or unlimited.

Conditions that remove a user from a journey before the flow ends, such as making a purchase or unsubscribing. They prevent irrelevant or unwanted messages from continuing.

A defined group of users selected by shared attributes, behaviors, or events. Audiences can be static snapshots or dynamically recalculated as underlying user data changes.

A rule-based subset of users defined by conditions on attributes and events, such as country equals a value and last purchase within 30 days. Segments are usually evaluated continuously.

A segment whose membership updates automatically as user data changes, so users enter and leave without manual edits. Membership reflects current data rather than a past snapshot.

A fixed collection of users that changes only when members are added or removed explicitly, by import or manual action. It does not recalculate from rules on its own.

A single condition applied to narrow a population, such as an attribute comparison or an event occurrence within a time window. Filters combine with logical operators to build segments.

A connector such as AND, OR, or NOT that determines how multiple filters combine. Operator choice and grouping change which users qualify, so precedence matters when building complex rules.

A stored property of a person, such as email, signup date, plan tier, or lifetime value. Attributes persist on the profile and can be used in segments, personalization, and journey decisions.

A recorded action or occurrence tied to a user at a point in time, such as a purchase, page view, or app open. Events carry properties and drive triggers, segments, and analytics.

A detail attached to a single event record, such as order total, product ID, or source. Properties describe the occurrence and can be filtered on or used in message content.

A list of addresses or users excluded from sends regardless of segment membership, used for unsubscribes, complaints, legal holds, or internal testers. Suppression overrides targeting.

A structured collection of items, such as products or locations, stored with attributes and identifiers. Catalogs let messages reference current item data instead of hardcoding it in templates.

A single record inside a catalog, identified by a unique key and holding fields like name, price, image, or URL. Items are looked up at render time to populate message content.

A grouping of related catalog items, often by type or category, that shares a schema. Collections organize items so lookups and updates target the right set of records.

The process of loading or refreshing catalog data from an external source, by upload or scheduled feed. Sync frequency determines how quickly item changes appear in messages.

A suggested set of catalog items generated for a user from behavior, similarity, or rules. Recommendations are typically rendered into messages and refreshed as new data arrives.

A report or dashboard view summarizing performance metrics such as sends, opens, clicks, and conversions over a chosen period and audience. Insights support comparison across campaigns and journeys.

A quantified measure tracked over time, such as open rate, click-through rate, or revenue. Metrics are defined by a numerator and denominator, so the definition matters when comparing results.

A desired user action credited to a message or journey, such as a purchase or signup. What counts as a conversion depends on configured tracking events and the attribution window.

The rule set deciding which message or journey receives credit for a conversion, based on timing and touchpoints. Common models credit the last or first interaction within a window.

A technical ceiling on how many requests an API or integration accepts in a period. Exceeding it returns errors, so bulk operations need batching and retry logic.

An experiment splitting an audience into groups that receive different variants, then comparing a chosen metric to see which performs better. A single variable is usually isolated per test.