In the Kartra knowledge base, we’ll use terms and language that are unique to marketing and in some cases, to Kartra. Review the following definitions to get up to speed.
A
- A/B Testing (also known as Split Testing)
A method of testing two versions of something (like a web page or email) to see which one performs better. In Kartra, you might create two slightly different email subject lines to see which one gets more opens or create two different page designs to see which one gets more sales.
Related to: Metrics, Website Marketing - Affiliate Marketing (also known as Partner marketing, Referral marketing)
A way to boost sales by letting others promote your product or service in exchange for a commission. In Kartra, you can set up an affiliate program where affiliates share your product link, and when someone buys, you reward the affiliate with a percentage of the sale. This helps you reach more customers without doing all the marketing yourself.
Related to: Sales, Marketing Strategy - Analytics Tools
Software that helps you understand how your marketing campaigns are performing. Kartra’s built-in analytics show you how people are engaging with all your content in Kartra, like how many people click your emails, visit your pages, or make a purchase.
Related to: Metrics - Automation Rule
A rule that automates tasks based on triggers (specific actions). For example, in Kartra, you can create a rule that automatically adds a new tag to someone who joins your membership or completes a sequence of emails.
Related to: Marketing Automation - Autoresponder
A tool that automatically sends emails when someone takes an action, like joining your list or making a purchase. In Kartra, many autoresponder tasks are built in, but you can also create custom responses with Sequences when a customer or prospect completes a certain action.
Related to: Email Marketing
B
- Backlink
A link from another website that leads to your website. Having backlinks can help boost your SEO. For example, if a blog links to your Kartra-built sales page, that’s a backlink.
Related to: SEO - Blocklisted / Blacklisted
When a contact in your account is blocklisted, it means they’ve been marked as undeliverable in your Kartra account and you can no longer send them marketing mail. See also Safelisted.
Related to: Email Deliverability - Blog
A section of your website where you post articles and updates. Kartra does not have a built-in blogging engine, but you can create blog-style page designs.
Related to: Content Marketing - Bounce / Hard Bounce / Soft Bounce
When an email can’t be delivered. A hard bounce means the email address is invalid; a soft bounce is temporary (like a full inbox). Kartra tracks bounces so you can manage your email list and monitor the delivery of your emails.
Related to: Email Marketing - Bounce Rate
The percentage of people who leave your web page without interacting. In Kartra, if you notice that a low percentage of people stay on a sales page longer than 10 seconds, you might need to make the content more engaging.
Related to: Website Marketing, Metrics - Brand
The identity of your business, including its name, logo, and message. In Kartra, you can create consistent branding across your pages, emails, and campaigns.
Related to: Marketing Strategy - Broadcast Email (also known as Email Blast, Mass Email, Ad Hoc Email)
A one-time email sent to your entire list or a segment. For example, using Kartra to announce a special offer to your subscribers.
Related to: Email Marketing - Bump Offer (also known as Checkout Offer)
An extra offer added at checkout, like a bonus for a small additional fee. In Kartra, you can add a bump offer when someone buys a course, like offering a workbook for $10 more.
Related to: Sales Funnels, Checkout - Buyer Persona
A detailed profile of your ideal customer. In Kartra, knowing your buyer persona helps you tailor campaigns to attract the right people.
Related to: Marketing Strategy
C
- Call to Action (CTA)
A prompt that tells your audience what to do next, like “Sign Up Now” or “Download the Guide.” In Kartra, you add CTAs to emails or pages to encourage action.
Related to: Website Marketing, Email Marketing) - Campaign
A coordinated set of marketing activities with a goal, like promoting a new course launch. In Kartra, you can create email and landing page campaigns supported by advanced automation to guide people to buy your product.
Related to: Marketing Automation - CAN-SPAM
A law that regulates email marketing. Kartra helps you stay compliant by including unsubscribe links in your emails and automatically providing your business address in email footers.
Related to: Email Compliance - CAPTCHA
A security tool to confirm users are human. In Kartra, you can add CAPTCHA to opt-in, checkout, and survey forms to avoid spam bots.
Related to: Website Security - California Consumer Privacy Act (CCP) Compliance
Regulations for handling customer data securely. Kartra helps you manage data protection requirements for different regions.
Related to: Compliance, Data Security - Checkout Page
The final page where someone completes their purchase. In Kartra, you can customize your checkout pages to include offers or discounts.
Related to: Sales Funnels, Checkout - Click Rate
The percentage of people who click links in your emails. In Kartra, tracking your click rate helps you see which emails are most engaging.
Related to: Email Marketing, Metrics - Click-Through Rate (CTR)
The percentage of people who click on a link compared to those who see it. If 100 people see your email and 10 click, your CTR is 10%.
Related to: Metrics, Email Marketing - Conversion / Conversion Rate
When someone takes the desired action, like making a purchase or signing up. Conversion rate measures how many people convert out of those who visited your page.
Related to: Metrics, Sales Funnels - CPC / CPL (Cost Per Click / Cost Per Lead)
CPC is the cost for each ad click; CPL is the cost for each new lead. In Kartra, tracking these helps you budget your ads effectively.
Related to: Advertising, Metrics - CRM (Customer Relationship Management)
Software to manage customer relationships. Kartra's built-in CRM helps you track customer interactions and history.
Related to: Customer Management, Sales - Customer Journey (also known as Buyer Journey, User Journey)
The path a customer takes from discovering you to buying from you. In Kartra, you can use the Funnel mapper to plan out this journey with emails, pages, and offers.
Related to: Customer Experience, Marketing Strategy - Customer Value (CV)
The total amount of money a customer has spent with you over time. In Kartra, tracking CV helps you know how valuable each customer is to your business.
Related to: Metrics, Sales
D
- DKIM (DomainKeys Identified Mail)
An email authentication tool that helps ensure your emails are delivered and not marked as spam. In Kartra, enabling DKIM improves your email deliverability.
Related to: Email Deliverability, Email Security - Domain (also known as Website Address, URL)
The address of your website (like www.mysite.com). In Kartra, you can link your custom domain to make your pages look professional.
Related to: Website Marketing - Domain Warming (also known as IP Warming, Email Warming)
Gradually increasing the number of emails you send to build a good reputation with email providers. Kartra helps you schedule your emails to avoid sending too many at once.
Related to: Email Deliverability - Done-for-You Campaigns
- Pre-built marketing campaigns you can use immediately. In Kartra, these campaigns save time by providing ready-made emails, pages, and automations.
Related to: Marketing Automation, Campaigns - Double Opt-In (also known as Confirmed Opt-In, Two-Step Opt-In)
A two-step process where users confirm their subscription by clicking a link in an email. In Kartra, using double opt-in helps you keep a high-quality email list.
Related to: Email Marketing, Compliance - Downsell
Offering a lower-priced product when someone declines a higher-priced one. In Kartra, you can add a downsell offer if a customer doesn’t buy your main product.
Related to: Sales Funnels, Sales - Drip Campaign (also known as Automated Email Series, Drip Sequence)
A series of automated emails sent over time. In Kartra, you can use Sequences to set up a drip campaign to nurture leads by sending them useful content over a few weeks.
Related to: Email Marketing, Marketing Automation
E
- Email Authentication (also known as Email Verification, Sender Authentication)
Tools that verify your emails are genuinely from you. In Kartra, enabling DKIM or SPF helps improve email deliverability.
Related to: Email Security, Deliverability - Email Deliverability (also known as Inbox Placement, Email Delivery Rate)
The ability of your emails to reach inboxes instead of spam folders. Kartra helps improve deliverability with tools like DKIM and good email practices.
Related to: Email Marketing, Metrics - Email List (also known as Subscriber List, Mailing List)
A collection of email addresses of people who have subscribed to your content. In Kartra, you can build and manage your email list to stay in touch with your audience.
Related to: Email Marketing - Engagement
How actively your audience interacts with your content (e.g., clicks, replies). In Kartra, tracking engagement helps you see what content your audience loves.
Related to: Metrics, Email Marketing - Engagement Rate
The percentage of your audience who interacts with your content. For example, if 20 out of 100 email recipients click a link, your engagement rate is 20%.
Related to: Metrics, Email Marketing - Evergreen Content
Content that stays useful and relevant over time. In Kartra, you can create evergreen email campaigns or courses that attract and engage people year-round.
Related to: Content Marketing - Exit Pop-up
A pop-up that appears when someone tries to leave your page. In Kartra, you can use an exit pop to offer a discount or freebie to keep visitors interested.
Related to: Website Marketing, Lead Capture - Express Checkout
A faster checkout option that skips extra steps. In Kartra, express checkout helps customers buy quickly, increasing sales.
Related to: Sales Funnels, Checkout
F
- Funnel (also known as Sales Funnel)
A step-by-step process that guides a visitor toward making a purchase. In Kartra, a funnel might include a landing page, a checkout page, a thank-you page, and follow-up email series.
Related to: Sales Funnels, Marketing Automation
G
- GDPR Compliance
Rules that protect personal data for people in the EU. Kartra helps you stay compliant with GDPR by allowing users to opt in and manage their data.
Related to: Compliance, Email Marketing
I
- Impression (also known as View, Ad Impression)
A count of how many times your ad or content is shown. This is a common metric shown in paid advertising services like Meta or Google.
Related to: Metrics, Advertising - Integration
Connecting different tools to work together. In Kartra, you can integrate with payment systems, email services, SMS providers and more.
Related to: Marketing Automation, Tech Stack
J
- JV Broker (Joint Venture Broker) (also known as Affiliate Broker, Partnership Broker)
Someone who helps connect you with partners for joint promotions. In Kartra, JV brokers can refer new affiliates to promote your product.
Related to: Sales, Affiliate Marketing
L
- Landing Page (also known as Lead Capture Page, Offer Page, and similar)
A single web page designed to capture leads or encourage a specific action, like signing up for a webinar. In Kartra, you can build a landing page to collect email addresses by offering a free eBook. A landing page is often the first page a person "lands" on after clicking an add or link in social media.
Related to: Website Marketing - Landing Pop-Up
A pop-up that appears soon after a visitor arrives on a page, often with the purpose of capturing leads. In Kartra, you can create a landing pop-up offering a free guide in exchange for an email.
Related to: Lead Capture, Website Marketing - Leads (also known as Contacts, or Prospects)
Potential customers who have shown interest in your product. In Kartra, someone who joins your email list is a lead–your next step is to convert them into customers!
Related to: Lead Generation, Sales Funnels - Lead Magnet (also known as Opt-in Incentives, or Freebies)
A free offer (like an eBook) given in exchange for contact details. In Kartra, you can deliver digital files and other lead magnets to grow your email list.
Related to: Lead Generation, Email Marketing - List Subscription
When someone signs up for your email list. In Kartra, you might use an opt-in form to encourage list subscriptions.
Related to: Email Marketing, Lead Generation
M
- Marketing Automation
Using software to handle repetitive tasks like sending emails or tagging leads. For example, you can automate follow-up emails and a variety of other follow-up tasks in Kartra when someone buys a product or takes another action with your content.
Related to: Email Marketing, Sales Funnels - Meta Description (also known as Search Summary, SEO Description)
A short summary that describes what a web page is about, often shown in search results. In Kartra, adding a clear meta description to your pages can help them show up better on Google.
Related to: SEO, Website Marketing - Metrics
Measurements used to track how well your marketing is doing, like open rates, click rates, or sales. In Kartra, asset analytics help you understand what’s working and what needs improvement in every area of your content and processes.
Related to: Analytics, Marketing Strategy
O
- Open Rate
The percentage of people who open your email. Track your open rates with Kartra’s email analytics to understand how engaging your subject lines are.
Related to: Email Marketing, Metrics - Opt-In (also known as Sign-Up, Subscribe)
When someone gives you permission to send them emails, usually by filling out a form. In Kartra, you create opt-in forms and surveys to grow your email list.
Related to: Email Marketing, Lead Generation - Opt-In Form
A form where visitors enter their email to join your list or download a lead magnet. In Kartra, you can easily create opt-in forms for your landing pages.
Related to: Email Marketing, Lead Capture - Opt-Out (also known as Unsubscribe, Email Removal)
When someone unsubscribes from your email list. Kartra provides built-in subscription management for your leads, helping you stay compliant with email regulations.
Related to: Email Marketing, Compliance - Organic Reach
The number of people who see your content naturally (without ads). You can share links to Kartra pages in your social feeds, YouTube video descriptions, and similar places online to bring organic traffic back to your landing pages.
Related to: Content Marketing, Social Media Marketing
P
- Pay-Per-Click (PPC)
An advertising model where you pay each time someone clicks your ad. You can link PPC ads to your Kartra landing pages to attract leads.
Related to: Advertising, Metrics - PCI Compliance
Rules for securely handling credit card information. Kartra’s checkout forms and pages are designed to be PCI compliant, so your customers’ payments are safe.
Related to: Compliance, Checkout
R
- Recurring Billing
Automatically charging customers on a regular basis (e.g., monthly subscriptions). In Kartra, you can set up recurring billing for any offer type, including memberships or coaching services.
Related to: Checkout, Sales - Responsive Design
Web pages that adjust to look good on any device (phone, tablet, computer). In Kartra, all content is built with responsive design, so they work well everywhere.
Related to: Website Marketing, User Experience (UX) - ROI (Return on Investment)
A measure of how much profit you make compared to what you spend. In Kartra, you can track ROI to see if your campaigns are worth the investment.
Related to: Metrics, Marketing Strategy
S
- Safelisted / Whitelisted
When a contact who was previously blocklisted in your account is cleared to receive marketing mail again.
Related to: Email Deliverability, Email Marketing - Sales Funnel (also known as Funnel)
A series of steps designed to guide people toward making a purchase. In Kartra, a typical sales funnel includes a landing page, checkout page, a thank-you page, and supporting emails and automations.
Related to: Sales, Marketing Automation - Sales Page (also known as Offer Page, Product Page)
A web page specifically designed to sell a product or service. In Kartra, you can create a sales page with compelling copy and testimonials to drive sales.
Related to: Sales Funnels, Website Marketing - Segmentation (also known as List Segmentation, Audience Grouping)
Dividing your email list into smaller groups based on interests or behaviors. In Kartra, segmentation with lists and tags helps you send the right messages to the right people.
Related to: Email Marketing, Personalization - SEO (Search Engine Optimization)
Techniques to help your website rank higher in search results. In Kartra, you can use SEO settings to optimize your pages with keywords and meta descriptions.
Related to: Website Marketing, Content Marketing - SMS Broadcast (also known as Text Message Blast, Mass Text Messaging)
Sending a mass text message to your audience. In Kartra, you can use SMS broadcasts to quickly notify your subscribers about a special offer or event.
Related to: Marketing Automation, Mobile Marketing - Split Testing (also known as A/B Testing)
Testing two versions of something (like an email or web page) to see which one performs better. In Kartra, split testing helps you find out which design or message gets the best results.
Related to: Marketing Automation, Website Marketing - Subscription Billing
Charging customers automatically for a subscription service. In Kartra, you can set up subscription billing for memberships, courses, or ongoing services.
Related to: Sales, Checkout
T
- Tagging
Adding labels to your contacts to keep track of their interests or actions (see also Segmentation). In Kartra, tagging helps you send personalized content to different groups of people or automate unique workflows based on past behavior.
Related to: Marketing Automation, Email Marketing - Target Audience
The group of people most likely to be interested in your product or service. In Kartra, knowing your target audience helps you create content that speaks to their needs.
Related to: Marketing Strategy, Sales - Targeting
Focusing your marketing efforts on specific groups of people. In Kartra, you can target email campaigns to people who have shown interest in a certain topic when you use an organization strategy with lists and tags.
Related to: Advertising, Marketing Strategy - Thank You Page (also known as Confirmation Page, Post-Purchase Page)
A page that visitors see after completing an action, like making a purchase. In Kartra, you can use a thank-you page to deliver a freebie, upsell another product, or delivery important post-purchase instructions.
Related to: Sales Funnels, Lead Generation - Transaction Fee
A fee charged for processing a payment. Kartra integrates with payment processors like PayPal and Stripe to help you take payments, which may charge transaction fees.
Related to: Checkout, Sales
U
- Upsell
Offering a higher-priced product or add-on after someone makes a purchase. In Kartra, you can create an upsell offer right after checkout to increase sales.
Related to: Sales Funnels, Sales - UTM Tracking
Special codes added to URLs to track where your traffic comes from. Kartra’s real-time funnel analytics use UTM tracking to measure the success of a complete marketing funnel.
Related to: Analytics, Marketing Automation
V
- Variable (also known as Dynamic Variable, Merge Tag, Personalization Token)
A placeholder that personalizes emails (e.g., adding the recipient's name). In Kartra, you can use dynamic variables like {first_name} to make emails feel personal.
Related to: Email Marketing, Personalization) - VSL (Video Sales Letter) (also known as Sales Video, Video Pitch)
A video designed to persuade viewers to buy something. In Kartra, you upload and add marketing automation to a VSL to explain your offer and encourage purchases.
Related to: Sales Funnels, Content Marketing