Glossary
WiFi & email marketing, defined.
Plain-English definitions for the terms you’ll meet.
- A/B testing
- Sending two versions of an email to small groups to see which performs better, then sending the winner to everyone else.
- Agentic AI
- AI that plans, decides and acts on your behalf rather than only responding to prompts. Tou-can is an agentic marketing assistant.
- Birthday collector
- A data campaign that captures a guest’s birthday so an offer can be sent automatically.
- Bounce rate
- The share of emails that could not be delivered. High bounce rates harm sender reputation.
- Captive portal
- The web page a guest sees on joining a WiFi network, usually requiring sign-in or consent before access is granted.
- CRM
- Customer relationship management: a system that stores customer profiles, visits and preferences.
- Data campaign
- An interactive experience, such as Spin the Wheel or a survey, served on a WiFi portal to capture data.
- Deliverability
- How reliably emails reach the inbox instead of spam.
- DKIM
- DomainKeys Identified Mail: an email signature that proves a message wasn’t altered and came from the claimed domain.
- DMARC
- A policy that tells receiving servers how to treat emails failing SPF or DKIM checks.
- Double opt-in
- Requiring a new subscriber to confirm their email address before being added to a list.
- First-party data
- Data a business collects directly from its own customers, such as through its WiFi portal.
- GDPR
- The EU’s General Data Protection Regulation, which sets rules for handling personal data.
- Guest WiFi
- A separate internet network offered to visitors of a venue.
- Open rate
- The percentage of recipients who open an email.
- Opt-in
- A person’s clear agreement to receive marketing from you.
- RADIUS
- A network authentication protocol used by many WiFi systems to control access.
- Segmentation
- Dividing contacts into groups, such as VIPs or lapsed customers, so messages are more relevant.
- SPF
- Sender Policy Framework: an email record listing which servers may send mail for your domain.
- Spintax
- Text with alternative wordings that are randomly chosen so emails vary slightly.
- Unsubscribe rate
- The share of recipients who opt out after an email.
- VS Battle
- A data campaign asking guests to pick between two options, such as Latte vs Flat White, to learn preferences.
- Win-back campaign
- An automated sequence aimed at customers who have stopped visiting.
- WiFi marketing
- Using guest WiFi to capture customer data and deliver targeted marketing.
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