Lost in all the marketing jargon? Find definitions for common email and digital marketing terms and learn more with our related resources.


Business-to-business (B2B) transactions involve one business selling goods or services to another business, enabling it to function smoothly in its day-to-day operations. These include companies that sell software-as-a-service (SaaS), suppliers, and marketing organizations. Although the B2B model only involves businesses working together and doesn’t directly target consumers, consumer relations are still a pivotal part of the transaction, providing incentives for businesses to collaborate.

Black Friday

Every year, Black Friday falls on the day after Thanksgiving, signaling the kickoff of the holiday shopping season and featuring special deals and coupons from various companies. These sales serve as an indicator of consumer confidence and the overall economic condition of the country.

Brand identity

Brand identity is the overall impression of a company’s personality, values, voice, and USP (unique selling point). A brand identity design uses elements like logos, web pages, packaging, and more to convey a company’s voice and tone. It’s generally confused with brand image, but brand image is the overall impression of a company among its consumers. Brand identity focuses on the attributes a brand seeks to convey.

Branded email

A branded email communicates your company’s personality and values through logos, design elements, and social media accounts. These emails provide your email list with a chance to connect with your business and make a purchase, boosting sales and building customer loyalty. Consistent content also helps current and potential customers recognize your brand.