Common Terminology and Definitions

This article will cover some of our most common terms, phrases and words and what they actually mean within the platform.

Brands - Could also be referred as Sub Template

Brands are children of your main Email Design System. Create a brand and it will be an exact copy of your Email Design System you can then set design defaults such as logos, colours, CTA styles etc. or content defaults such as footer text or the navigation without any HTML knowledge. Read more here


A connecter is the term we use to describe a connection we have with an ESP. Connectors enable customers who use certain ESPs to send their emails, to export the campaigns they produce in Taxi directly into their ESP ready to be sent. (Note: we don’t have connectors for all ESPs, see list here. For any ESP’s we don’t connect with directly, we have multiple different export options that can be used)


Conversations in Taxi allow users to collaborate via chat while creating an email in the Taxi editor.

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CDN stands for Content Delivery Network, it is where files (most often images and fonts) can be hosted before being included in an email. You can host with Taxi, host internally or with your ESP and include the assets in emails in Taxi.

Default Version Content

In Taxi you can have multiple versions of the same email, for example for different languages. Set different defaults for these versions so they automatically have the correct content, for example, correct footer links.

Dynamic Content - A term used to group the below features.

Control and automate the format of your links when you export out of Taxi. This is often used for adding tracking parameters but can also be for reformatting links and creating deep links. Taxi doesn’t track links but enables you to use you use your preferred method of tracking in a very easy way.

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  • Segmentation

Set up rules based on your ESP templating language and re use these to show different content to different groups of your recipients. Easily create targeted content in your emails without having to add in ESP code every time.

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  • Personalisation

Add ESP personalisation variables to your account, such as First Name or Order Number, and use these in emails without having to type out the code each time.

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  • Feeds

Pull content from an external source, such as an RSS feed, directly into an email in Taxi without having to copy and paste or upload images.

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The editor or Taxi editor is where you will build your email. Add all of the modules from your Email Design System and all of your content.

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Email Design System (EDS) - Could also be referred to as - Template / Master Template

An EDS is a HTML document that contains all the possible modules and editable options you could need to make any of your emails in Taxi. You can make sure it is completely tailored to what your teams and brand needs so it is easy to make high quality, on brand emails regardless of technical ability. Read more here and here

ESP - Email Service Provider

ESP stands for email service provider. This is a service that enables email marketers to send email marketing campaigns to a list of their subscribers. Taxi has a large number of ESPs connectors available to our customers - you can see the list here.

Image Add ons


Grab images directly from your Akamai account and insert them into your email in Taxi.


Layouts is a Taxi feature we offer all customers. What they do is enable users to create a pre set group of modules that can be used as a starting point for any email, saving time dragging in modules manually every time the user creates an email. For example, if a customer sends a daily marketing email that uses the same modules every day, with just the copy/images and links changing, instead of having to create that from scratch every day or duplicate the last email sent, (Which comes with a high risk of errors creeping in), customers can simply choose to create an email using a layout - this will automatically populate the modules needed into the editor, ready for content to be added.

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These are the emails that you design and build using your email design system and they sit inside a Project. Read more here

Naming Conventions

The naming convention tool is used to specify the structure of the mailing names. Read more here

Project Groups

Are similar to folders that you use to organise your related Projects. You might have project groups according to different types of communications, different teams or location. Multiple projects will sit inside these project groups. Permission and access can be set at a project group level so teams only see their own work.

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You might think of these as campaigns but in Taxi they are Projects. We use Projects to organise all our related Mailings, for example, you have a monthly statement or a monthly newsletter you would create a Project for each one of these.

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Permissions in Taxi allow you to control what users and teams can see and do in a Taxi account.

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Preview your email in real time in the preview panel. The preview panel is the area on the left of the Taxi editor. As you add modules and content you will see these appear here. You can also preview your email on different screen sizes.

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Taxi allows you to group your users into teams. Each team can be given different permissions and different access to make sure the right people can see and edit the right projects and mailings.

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Taxi Syntax

This is the code that you add to your Email Design System HTML to create the editing experience in Taxi. Whatever Syntax you add to your EDS defines exactly what options a user has when creating an email.

Taxi API

Our API enables you to check an EDS for syntax errors/warnings, create a new EDS or update an existing EDS, without having to log in.

Translations + Add ons

Transifex and memoQ

We have direct integrations with Transifex and memoQ. These enable you to create the email in Taxi, export the content to either platform, translate the content and send directly back to Taxi.

Translation Spreadsheet

Download a spreadsheet for translations from a mailing. This has a row for each bit of text/links that need translating and a column per version/language. Once the translations are filled in the spreadsheet it can be uploaded back to Taxi and the versions will get the new text from the spreadsheet.


Versions are versions of the email you will be sending. If you are sending the same email to the same audience group you will have one version in your mailing. If you are sending the same email to different audience groups such as different countries you may have a version for each country. Read more here

Version Sets

A Version Set is a pre-built group of Versions that you can apply to any Mailing. All the Versions that are in the Version Set are created automatically in one click. Read more here

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