Definitions
A quick glossary of the terms you’ll see across MrEmails. These are practical definitions — not theory.
The Response Conditioning Framework™ #
Core mechanism
Definition: A campaign design approach that increases the likelihood of open, read, reply, and action by separating engagement-building from promotion and running them in a sustainable rhythm.
Why it matters: Most email fails because every message tries to do everything — educate, pitch, close — which creates mixed intent and resistance.
See it in action on the homepage: /#mechanism
Rhythmic Engagement Conditioning #
Mechanism explanation
Definition: The compounding effect created when story-first emails arrive consistently enough to build familiarity and anticipation, so promotions feel timely instead of intrusive.
In plain language: Engagement matures. Then conversion becomes easier.
Related: /#rhythm
Story Beat #
Beats
Definition: A story-driven, conversational email sent consistently (often 3+ times per week) to maintain trust, attention, and relevance — while selling indirectly through clarity.
Signal: “This is worth opening.”
Also see: /#rhythm
Promotional Burst #
Bursts
Definition: A short, focused promotion run 1–2 times per month around a single offer, event, deadline, or capacity constraint that converts accumulated engagement into action.
Signal: “This is the moment to decide.”
Also see: /#rhythm
Mixed Intent #
Failure mode
Definition: When an email tries to build trust and demand action at the same time, creating friction (“Do you want to help me or sell me?”).
Effect: Skims, deletes, unsubscribes, and “email doesn’t work here.”
Used throughout the homepage hero/FAQ: /#faq
Decision Latency #
B2B reality
Definition: The normal delay between interest and action in B2B (stakeholders, timing, budget, risk). It’s not a flaw — it’s the environment.
Implication: Beats keep the relationship alive so timing can catch up.
Referenced on homepage: /#mechanism
Engagement-First Sequencing #
Design principle
Definition: Writing sequences that prioritize relevance, clarity, and familiarity before asking for a decision — so action feels like the next reasonable step.