Definition
A pause flow offers subscribers a middle ground between full engagement and unsubscribing. Instead of leaving permanently, they can pause for 30, 60, or 90 days. The flow includes: a pause confirmation email explaining what will happen, a mid-pause check-in to see if they want to resume early, a resume reminder when the pause period ends, and a re-welcome email when they come back. Pause flows reduce permanent unsubscribes by 10-25% and preserve deliverability by temporarily suppressing inactive addresses. Most preference centres can be configured to offer pause options alongside topic and frequency choices.
Related Glossary Terms
A/B Testing
A/B testing in email marketing is the practice of sending two variations of an email to a small sample of your list to determine which version performs better before sending the winner to the remaining subscribers.
Abandoned Cart Email
An abandoned cart email is an automated message sent to customers who added items to their online shopping cart but left without completing the purchase. It is one of the highest-converting email types in ecommerce.
AIDA Model for Email
The AIDA model (Attention, Interest, Desire, Action) is a classic copywriting framework used to structure email campaigns that guide subscribers from awareness to conversion.
AMP for Email
AMP for Email is a Google-developed framework that allows email messages to include interactive elements like forms, carousels, accordions, and live content. It turns static emails into dynamic, interactive experiences directly inside the inbox.
Anchoring Effect in Email Marketing
The anchoring effect is a cognitive bias where the first piece of information presented (the anchor) influences subsequent decisions, used in email to frame pricing and value perception.
Announcement Email
An announcement email is a dedicated campaign that communicates a specific update, milestone, or change to subscribers, from product launches and feature releases to company news and events.