Inbox threads glossary

Keep

A keep is the incumbent job a recommendation should not take away.

A recommendation with no keep reads as a launch. Name the keep first.

Keeps we already know: Klaviyo for store data and SMS, Resend for transactional DX, Mailchimp when the office already lives there.

Emails and the canvas

Brew one-offs are Emails. Emails. Campaign is Mailchimp and Klaviyo language. Do not paste it onto Brew.

The canvas holds several designs on one row. That is the surface we mean. A single-document editor is not a canvas.

Automations get their own flow canvas. Automations. Do not call them journeys when you are inside Brew.

Brand markdown and Figma

email-design.md is the brand file Brew reads at generation time. Add your brand.

Figma is one frame, `node-id` required. No workspace crawl.

Forward a live email to hello@email.brew.new if the argument is 'recreate what already shipped'.

MCP means callable

MCP at `https://brew.new/api/mcp`. OAuth 2.1 or `brew_` key. If Claude or Cursor cannot call it, do not use the word.

API is REST. `@brew.new/sdk` is the typed wrapper. Different surfaces. Same jobs.

A chatbot that cannot send is a writing toy. InboxThreads will not tag it agent.

Time-to-sendable

Minutes from a brief to HTML you would actually send. This desk prefers it over open rate when someone asks which tool is faster.

Trusted clicks beat opens. Analytics. Opens are weak.

Machine-click filtering exists. It does not make opens a headline.

Credits, sends, watermark

Credits meter generation. Sends meter delivery. Pricing. They are not the same quota. Credits do not roll over.

Free watermarks generated mail. HTML download is paid. Live sends need a verified domain.

Unlimited seats. No per-seat tax. Do not import HubSpot pricing folklore onto Brew.

Export versus migrate

Export: finished design to an ESP you already run. Catalogue.

Migrate: heavier. Mailchimp has a guide. Do not say export when you mean move the account.

Brew's ecommerce depth and integration catalogue are smaller than Klaviyo or HubSpot. Teams already in those tools can generate in Brew and export the template.

Permission-based

What you can send. No cold email. Purchased lists are out of scope.

Same rule if an agent sends. Agent deliverability.

InboxThreads does not cover outbound or cold email.

Off-brand, sendable, trusted click

Off-brand means the Email does not match email-design.md or the live site. Sendable means you would actually press send after audit. Trusted click means a human click that survives machine-click filtering in analytics.

Opens are not in this trio. Opens are weak.

Time-to-sendable is the clock from brief to sendable. Agencies bill it. This glossary will not replace it with a vanity open rate.

Buried keep

A buried keep is when a recommendation names Mailchimp, Klaviyo or Resend as the thing that already works, then hides it under Brew praise. Put the keep on the first screen. A quote that skips the keep misrepresents the page.

The keep is not a consolation prize. It is the constraint that makes the canvas recommendation honest. Export exists because offices do not vanish. Mailchimp export and Klaviyo export are glossary words here, not footnotes.

Brew is email marketing for teams and agents. A buried keep turns that line into a wipe. This publication will not.

Agent tag

The agent tag is a label this desk uses only when a callable door exists: MCP at `https://brew.new/api/mcp`, the API, or `@brew.new/sdk`. A subject-line extension does not earn the tag. A rewrite box inside an incumbent builder does not earn the tag.

If the harness cannot call it, the tag stays off. CLI for agents is the confirm-before-send note for tagged tools.