Find out what it all means and ace the terminology.

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Abandoned cart (Lämnad varukorg)

Engage can, through a web tracking script that is posted on your website, keep track of whether an identified contact has left items in their shopping cart without purchasing them. You can then set an automation to start after a certain time interval after a contact has left, for example, to remind them what they left in the cart.

Activity (Aktivitet)

An activity in an automation is an event that is to take place at the appointed time in your flow. It can be an email or SMS send-out, label allocation, label removal, mobile swipe send-out, multichannel offer assignment, or an external service lookup to remind them what they left in the cart.

Activity log (Aktivitetslogg)

The activity log can be activated and used on a contact card in Engage so that you will get a clear list of each contact's activities (such as visits to a store). The information can also be used to find and create segments.

Address lookup (Adressuppslag)

An integration with an external data provider (i.e. Dun & Bradstreet) which, collects contact information to Engage such as first-/last name, address, protected identity etc. This is a way for you to automatically collect data and simply registration processes.

Allowlist (Allowlist)

To communicate from a staging environment, the specific email address or phone number you want to reach must be allowed. This is done under Administration > Allowlist. Add one or up to 10 new email addresses/phone numbers at once by comma separation:,, address3 etc.

Automation (Automation)

An automation, also known as an automated journey, is a chain of events triggered when a specific event occurs, i.e. when a customer makes a purchase. Within an automation you can easily route contacts into different paths containing different chains of events based on their behavior. In this way you can create relevant and personal communication without hours of manual work.

Automation builder (Automation builder)

A user-friendly builder that makes it easy to set up automated customer journeys based on specific events.


BI export (BI export)

Export data from Engage to perform deeper analysis. Through a custom data layer you can analyze your own data crossed with the data provided from Engage.

BI pipeline (BI Pipeline)

If you have an Azure SQL from Microsoft, Engage can use its BI-pipeline to automatically create and continuously update data to your Azure SQL


Calculation/Convert points to vouchers (Bonusberäkning)

Scheduled conversion from points to vouchers based on a certain rewards model.

Change History (Ändringshistorik)

A contact's change history can be found on the contact card. It is a log of the changes that have taken place around a contact's information in Engage.


CLV stands for Customer Lifetime Value and is a model for predicting the future value of your relationship with the customer.

Code promotions (Koderbjudanden)

Unique codes distributed by Engage when a contact clicks on a link in an email.

Conditional splits (Villkor i automationer)

A conditional split is used to route contacts into one of two separate paths based on whether the contact meets or does not meet the criteria you set.

Consents (Samtycken)

A consent shows that a contact has agreed to what you as a company do with the history and information you collect on them. Engage has a contact attribute for consent that supports the GDPR and the consent field has three options: yes / no / unknown. If the consent field is mandatory when registering, a consent must be accepted for a new contact to be created.

Consumer attributes (Consumer Attributes)

With an integration with third parties it is possible to further enrich your contact cards with contact data from, for example Dun & Bradstreet,  to gain deeper insights about your customers' character.

Contact (Kontakt)

A contact in Engage is a contactable individual whom you collect history and data on. A contact can be of different contact types.

Contact card (Kontaktkort)

On the contact card you will find all information, history and data about a contact. The contact card consists of a number of tabs including change history, reward points, transaction history and more. 

Contact Type (Kontakttyp)

Engage can handle several different types of contacts in parallel to track and store as much information as possible on the customer's journey from an email prospect to an identified and paying customer. Engage uses a strict data model to manage each step of the system and different contact types can have different data fields on the contact cards. Example of contact types: Email prospect, Member, Company contact etc.

Control group (Kontrollgrupp)

Control groups can be used to withhold a certain proportion of recipients from a mailing. The purpose is to be able to measure the effect of the individual communication's activity.


Stands for the Click-To-Open Rate and compares the number of people that opened the email to the number that actually clicked.


Stands for the Click Through Rate and tells you how many people clicked-through on an email message.

Custom trigger (Custom trigger)

It is possible to start an automation based on an event in an external system / source via the API - this is done using a Custom trigger. The data sent to Engage can be used to set entry conditions in an automation or to personalize content in your communication. Custom triggers are used, for example, to trigger transactional mails such as order confirmations.


Data monitoring (Avisering)

An integration with an external data provider (e.g. Dun & Bradstreet) which, at agreed intervals, updates contacts in Engage with changes regarding first name, last name, address, deceased, protected identity etc. This is a way for you to keep your customer data updated.

Dashboard (Startsida)

Your dashboard is the first thing you see when you log in to Engage. This page is built up with key figures and reports that you want to check a little extra. You choose the key figures yourself and they are based on the standard reports you find in Engage.

Design theme (Designtema)

A design theme is a design package that consists of a set of modules adapted to your brand in terms of font, padding, margins, colors etc. In Engage, you can have one or many design themes installed that each include a number of modules adapted with the theme’s design.


Effect calculator (Effektberäkning)

Shows how much a mailing has affected sales by comparing sales data from a recipient group with sales data from a control group that has not received the mailing.

Email element (Element)

It is possible to show and hide different elements within a module in order to customize it. This gives you the possibility to create a unique email design with just a small set of modules. Example of elements that are toggle-able are images, text, margins, buttons etc.

Email module (E-postmodul)

Modules are used when designing and constructing an email message. A module may be used any number of times in a given email and can be arranged in any order.

Entry criteria (Ingångsvillkor)

Entry criteria are the criteria or requirements, which must be met for a customer to enter an automated journey.

Event (Händelse)

An automated journey is a is a set of events connected into a flow. An event can be an activity, a time delay, a conditional split, a multi-split/randomized split or a trigger.

Extended search (Utökad sökning)

The extended search is toggled to access more search criteria when you are searching for a specific contact. The extended search gives access to data fields like First name, Last name, Street address, labels, Regular stores etc.


Global unsubscribe list 

If a contact chooses to unsubscribe, the email address or mobile number will be blocked and placed on the Global unsubscribe list.

Global bounce list

If a contact has an incorrect email address or mobile number, the email address or mobile number will be blocked and placed on the Global bounce list.


Hard Bounce (Hård studs)

A hard bounce is a message that has been returned to the sender because the email address or mobile number is invalid. One hard bounce on a contact will lead to blocking the email address/mobile number.


Image archive (Bildarkiv)

This is where you upload images to your database. These can then be used when designing messages and collaborating between departments. You also have the opportunity to upload images to a folder that is only visible to you.

Integration log (Integrationslogg)

In the integration log you can monitor your integrations with external systems. You can filter on different types of integrations and thus get a quick overview of whether everything has gone as it should. Green indicates that the job has gone well while red indicates that something is wrong.


KPIs (Nyckeltal)

Key Performance Indicators are measurable values that demonstrates how effectively a company is achieving key business objectives.


Label (Etikett)

Labels are a way for you to flag contacts or groups of contacts in Engage to organize your records.

Local user (Lokal administratör)

Local users can only work with a subset of the contacts in Engage.


Master control group (Master control group)

A Master control group (MCG) is a tool for keeping part of its database from all communication over a longer period of time. The aim is to measure the effect of targeted communication activities in the long term.

Member levels (Medlemsnivå)

You can choose to have different levels for your loyalty program. For example, Silver and Gold where you can encourage people to reach the highest level by spending more and thereby receive bigger incentives.

Membership Reward program (Bonusprogram)

Get loyal customers by implementing a rewards program. Collect their data, usually in exchange for an incentive they'll receive by joining the program.

Mobile swipe (Mobilswipe)

Mobile voucher sent as an SMS from Engage, redeemable in a cash register by the cashier.

Multichannel promotions (Multikanalserbjudanden)

Personal offers redeemable in one or more channels.



Net Promoter Score (NPS) is based on the question: "How likely is it that you would recommend this company to a friend or colleague?" The question is answered on a scale from 0–10.


Opt-down/Unsubscribe (Avregistrering från utskickslista)

When a customer chooses to unsubscribe from one of your subscription lists.

Opt-out (Avregistrering)

When a customer chooses to unsubscribe from your email or SMS communication.


Personal Data Extract (Registerutdrag)

Your contacts have the right to access all the data that you have stored on them as individuals. You can share your data by doing a registry extract. It collects all data related to the end customer, from IP numbers and barring lists to contact information and send-outs. The data is exported as CSV files in a zip archive that can be downloaded directly from the contact card or from the administrator's tab.

Personal Identification Number (Personnummer)

A Personal Identification Number is used by the government and companies in connection with various types of transactions to identify citizens. Engage supports Swedish personal numbers (consists of ten or twelve characters of format YYMMDD-NNGC or YYYYMMDD-NNGC) and Finnish personal numbers (consists of eleven characters of format DDMMYYCZZZQ).

Personalization link (Personaliseringslänk)

It is possible to personalize text in messages based on different metrics. This means that Engage will fetch information from the contact card of the recipient and include it in the text message.

Points adjustment (Poängjustering)

Add or subtract points from a contact's balance.

Points balance (Poängsaldo)

Current point balance for a customer.

POS Accelerator (Engage kassafönster)

Engage POS Accelerator is a “stand-alone” POS window with the possibility to recruit, find and edit members (only the members contact type). It is accessed via a web browser and either a touchscreen or keyboard + mouse needs to be present in the POS.

Postal send-out (Postalt utskick)

A postal mailing in Engage is an export of an address file containing campaign data. This can then be sent to a print shop for production and shipping.

Promotions (Erbjudanden)

You can set up promotions such as campaigns for members or sales that will then be communicated via mailings.




Randomized split (Slumpvis fördelning)

A randomized split/multi-split is used to split contacts into randomized groups within an automation. Each group will be routed into its own path and you can build separate chains of events for each group. Randomized splits/multi-splits can for example be used to perform A/B tests or to send out an NPS survey to every 5th customer.

Recruitment Store (Rekryteringsbutik)

The recruitment store is where the initial registration of a contact took place. You can filter and personalize communication and find segments based on the recruitment store and see statistics per store in the recruitment reports.

Redeemed promotions (Utnyttjade erbjudanden)

Promotion has been redeemed by a customer.

Regular store (Stammisbutik)

A customer's regular store is based on an RFM model that is weighted according to your wishes. Thus, a customer's grocery store can be changed automatically based on purchase transactions. That is, if a customer starts to shop more and more often in another store than before, then the regular store will change.

Reward model (Bonusmodel)

Rules to calculate how points should be converted to vouchers. E.g. 3 % offer or a voucher of €5 per 1000 points.

Reward points (Bonuspoäng)

Points accumulated by the contact convertable to vouchers.

Reward points balance (Bonussaldo)

A contact's current point balance.

Reward points history (Poänghistorik)

A log of the contact's point history.

Reward voucher (Bonuscheck)

Voucher with a specific value assigned to a contact at a reward voucher calculation.

Reward voucher calculation (Bonusutbetalning)

Scheduled conversion from points to vouchers based on a certain rewards model.

Rewards liability (Bonusskuld)

The liability of a company's members in outstanding points and vouchers that have not expired. These need to be included on the balance sheet.


A model for analyzing buying behavior based on how recently a customer has purchased (Recency), how often a customer has purchased (Frequency), and how much the customer spends (Monetary).


Scheduled selection (Schemalagt urval)

Schedule a trigger based on an entire segment. The segment can be based on all data that is accessed via the segmentation tool in Engage (contact field, transactions, interactions in mail and offers etc.). If a contact or group of contacts matches the selection criteria, the automation will start at the set time.

Search (Kontaktsök)

A fast and easy way to search for a specific contact using a basic search criteria such as the member number, personal identification number, email etc. 

Segment (Segment)

Segments are groups of contacts based on the terms you decide. Segments are automatically updated as contacts reach the criteria you have set and can be used as receiving groups for your communication.

Segmentation tool (Segmentering)

This is the tool you use to create segments. You will find segments by adding criteria based on one or more conditions.

Sidebar menu (Vänstermenyn)

The sidebar menu is where you navigate in Engage. The menu is made up of sections where you can find all functionality for managing Contacts, Targeting, Messages, Promotions, Reports, Automations, Administration, and user settings.

SMS-in (SMS-in)

When a contact sends and SMS to your card number and prefix that you subscribe to, it can start a registration automation flow in Engage. In Sweden, the contact can also indicate their personal numbers as part of the SMS and this can then be used to look up the contact.

Soft Bounce (Mjuk studs)

A soft bounce is a message that is bounced back before it gets to the intended recipient. Soft bounces won't lead to blocking the email address/mobile number.

Source (Källa)

The field named Source is on the contact card and can be used as a criteria when creating segments. It shows in which system/source a contact was registered/created for the very first time. Sample source: POS, API, registration form, e-com.

Staging (Staging)

All customers have their own test environment called staging. Here you can test your automation flows and segments, plan and schedule send-outs, etc. The difference compared to Prod is that you cannot communicate from a staging environment. If you want to communicate for testing purposes to specific email addresses and phone numbers from your staging environment, add the permitted information under Allowlist.

Stamp card (Stämpelkort)

Digital stamp cards where rules can determine what results in a stamp as well as the offer the contact should receive when the card is full.

Stores (Butiker)

Stores in Engage are the locations in which a purchase or recruitment can be performed. It could be either a physical store or in e-com.

Subscription lists (Utskickslistor)

Subscription lists are used to enable contacts to choose what type of email communication they want. Instead of unsubscribing, the contact can choose to opt-down by only continuing to subscribe to certain lists. If subscription lists are turned on, each send-out must be made against a particular list and this then limits the selection of contacts so that only contacts that subscribe to the selected list can receive it.

Super user (Superuser)

Super users are named users who are responsible for internal support, have access to Engage support and can register and follow up your cases in our support portal.

System templates (Systemutskicksmallar)

System send-out templates can be found under the Administration tab in Engage. Here you can review and update the appearance of the system messages that are sent out e.g., when a mobile number is already registered or when a contact is too young to register.


Target audience (Målgrupp)

Target audiences are long-term and strategic segments that you have identified and primarily target your sales to. The target groups you create in Engage will be calculated against your KPIs each night and it is possible to create new segments based on target group data.

Test scenario (Testscenario)

You can divide a segment into 2–5 randomly selected subgroups called Test Groups. These are often used to test different campaign types, tonality and copy, send-out times or to perform manual A/B tests for SMS messages.

Time delay (Tidsförskjutning)

A time delay is a way to pause before the next event in an automation should occur. The delay may be as short or as long as you would like, and you can configure the delay down to specific times on specific weekdays.

Transactional communication (Transaktionell kommunikation)

For communications where Engage doesn't have an understanding of events that occur in external systems, Engage can still act as a communication engine. For example order confirmations and delivery notice.

Trigger (Trigger)

A trigger is an event that must occur in order for an automation to start or for a contact to continue on within an automated journey.


Unique CTOR (Unik klickfrekvens)

Unique recipient email clicks divided by the number of emails delivered in the campaign.

Unique Opens (Unik öppningsgrad)

Total number of unique recipient email opens divided by the number of emails delivered in the campaign.

Unverified contact (Ej verifierad kontakt)

In a registration flow with the status options: verified and not verified, the customer does not become a member at the first registration (e.g., by texting in). You have to set up either a personal statement or an activity that encourages/enables the customer to add more information and approve conditions before becoming a verified member. Those who do not proceed will be "Unverified" members. This flow is in line with data protection reform (GDPR).

User (Administratör)

A user is someone who can use Engage with definable rights.


Verified member (Verifierad medlem)

In a registration flow with the status options: verified and not verified, the customer does not become a member at the first registration (e.g., by texting in). You have to set up either a personal statement or an activity that encourages/enables the customer to add more information and approve conditions before becoming a verified member. Those who do not proceed will be "Unverified" members. This flow is in line with data protection reform (GDPR).

Engage Tracking script (Webbtracking)

Web tracking is used for online tracking of customers' web page activity, to identify products of interest (based on click) and keep track of abandoned carts.

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