Email marketing glossary

Extensible Markup Language (XML)

Extensible Markup Language (XML) is a markup language like the HyperText Markup Language (HTML). The main difference between the two languages is that XML stores and transfers data, while HTML displays data and describes the structure of a webpage. As such, XML provides a flexible way to create information formats and electronically share structured data. The standardization makes it easy for the recipient to parse the data.

Brands use the XML with HTML via the Extensible HyperText Markup Language (XHTML). Although it’s the same as HTML, it also accommodates XML.