Email Authentication Flashcards by Austin McLendon

To achieve good email deliverability, what does Pardot require that you verify ownership of?

Your sending domains

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What is the form of email authentication that makes forging the sender of an email or email spoofing more difficult? This is configured for you by default in Pardot.

Sender Policy Framework (SPF)

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How does SPF authentication work?

SPF provides a list of all outbound email sources for a domain as a DNS TXT record
When a receiving mail server gets a message appearing to be send from a certain domain, it checks the sender’s SPF statement to verify that information

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For each sending domain that you add, Pardot generates __________ to add to your DNS (domain name system) config. This verifies ownership and validates your domain for email sending.

Validation key

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What are the 2 additional authentication methods Pardot recommends?

DKIM (DomainKeys Identified Mail)

DMARC (Domain-based Message Authentication, Reporting, and Conformance

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What is DKIM?

DomainKey Identified Mail is a common email authentication system that adds another layer of verifying ownership with DNS records
*recommended but not required

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What is DMARC?

Domain-Based Message Authentication, Reporting, and Conformance

It notifies receiving servers that your messages use SPF and DKIM and instruct them on what to do if those checks fail

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The B2B Marketing Analytics app and dashboards are available in Pardot Plus, Advanced and Premium editions with what?

Salesforce Enterprise Edition or higher

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B2B Marketing Analytics app provides 6 dashboard options. What are they?

Engagement
Pipeline
Marketing Manager
Multi-touch attribution
Account-based Marketing
Einstein Behavior Scoring

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What describes how likely it is that your message is delivered to a recipient’s inbox?

Deliverability

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What describes how respected your IP address is by receiving email server?

Email sending reputation

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What is it called when a prospect marks email as spam in their email client?

Abuse complaint

Limit is one per every thousand or 0.1%

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What is a list of IPs or domains that are sending unsolicited emails and engaging in email bad practice?

Blocklist

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What is the US law for bulk marketing email and essentially says you have to provide a way for people to opt out of communications?

CAN-SPAM

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What is the Canadian anti-spam legislation where contacts have to explicitly opt-in, implicit is an option but complicated?

CASL

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What is a form of email authentication that helps improve deliverability? It is like signing the back of an envelope to prove that the message inside hasn’t been tampered with

DomainKey

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What is a MTA in regards to email reputation and deliverability?

Message transfer agent

Its the application that transfers email from point A to B

What is the score called that is out of 100 and is tied to your IP address or domain that determines how trustworthy of a sender you are?

Reputation

What 4 things are taken into account to calculate the Reputation score?

Engagement
Abuse complaints
Bounces
Send volume

What is technically spam?

unsolicited bulk email

What is the process called when bait email addresses that blocklisting providers and ISPs use for catching spammers? What is the best way to avoid these?

Spam trap

Permission based marketing and clean old lists

How do you add and verify a domain for email sending with a validation key?

Domain is verified by validation key that you add to your DNS records

To avoid spam filters in your email content, what 5 things should you do?

avoid interactive content with JavaScript, RSS feeds and forms
clean code
image to text ration needs to be low
Avoid using URL shorteners in your emails
Include the physical address of business and opt out

What is a soft bounce?

An email is returned to sender because the recipients’ mailbox is full or the mail server is temporarily unavailable

*After 5 soft bounces, Pardot marks the email as undeliverable and suppresses them from receiving future emails

What is a hard bounce?

An email that permanently bounced because the address is invalid, usually because the domain doesn't exist or the recipient is unknown

How is bounce rate calculated?

Hard + soft bounces / sent then multiplied by 100 In B2B, anything below 10% is considered a good bounce rate

What is the reply from the recipient's mail server that describes why an email wasn't delivered?

Bounce codes

What automation tool can you use to suppress unengaged prospects from receiving marketing emails?

Dynamic list

What should you do with inactive/unengaged prospects?

Set up an engagement program to re-engage inactive prospects by using a dynamic list to target and identify inactive prospects and create compelling content that encourage your prospects to interact with your marketing assets

True or False If you delete inactive prospects, they still count toward your database limits but if they become active again, Pardot restores the prosect with data intact.

False. If deleted, they do not count towards database limits and the data will be restored if they become active again

What is a permission pass?

It asks your prospects on an out-of-date list to opt back in to your emails. If the prospect confirms, you know that they're an engaged, if the prospect doesn't opt back in, delete the email address from your database *Never use on a purchased list

What are the 4 recommendations/tips for database hygiene?

1. Reengage inactive prospects 2. Delete old prospects 3. Use a list cleaning service 4. Ask Prospects to opt in again

What is the process of warming a dedicated IP address?

Helps establish a reputation as a legitimate email sender and its best to start small and gradually send to larger volumes of prospects. It gibes receiving servers time to observe your sending patterns and behavior and builds a solid sending reputation

What is an Einstein email performance tool that helps you better understand the volume of email your prospects prefer to receive?

Einstein Engagement Frequency

What is HML?

Handlebars Merge Language They are the merge fields, used to be called variable tags

What are modifiers in relation to HML?

Modifiers are strings added to merge fields that tell the system how to format the output

HML uses how many curly brackets to render HTML-escaped data? How many curly brackets to render raw form?

2 {{X}} 3 {{{X}}}

True or False With HML, modifiers aren't necessary for merge fields contained in links

True

If need to use a HML merge field for an entire url, what type of HML do you use? HTML or Raw? One or Two curly brackets?

Raw so 3 curly brackets

What is the built-in protection for your email activity data called in Pardot? It filters out most email security scanner clicks and opens without blocking legitimate visitor activity

Metrics guard

What is COI in relation to email subscription?

Confirmed Opt-In It verifies that an opt-in request came from the owner of the email address