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Pardot > Email Marketing > Flashcards

Email Marketing Flashcards

1
Q

What is email marketing?

A

Email marketing is a tool that helps send mass emails, track replies, and reports on them.

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2
Q

What is marketing automation?

A

Marketing automation is a solution that allows you to more effectively market on multiple channels online (such as email, social media, website and automate) repetitive tasks.

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3
Q

What is the difference between email marketing and marketing automation?

A

Email marketing is a tool - controlling only email sending. While marketing automation is a comprehensive strategy - automating the process of interacting with prospects and customers through all channels.

Website, social media, emails

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4
Q

What is permission based marketing?

A

Permission based marketing is based on customers and prospects who have consented to receiving emails

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5
Q

How does email marketing relate to marketing automation?

A

Email marketing is a tool used in a larger marketing automation strategy.

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6
Q

What are permission-based emails?

A

Emails that are requested and relevant

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7
Q

what is spam or unsolicited emails?

A

Spam is unsolicited commercial email, junk mail, or bulk mail that hasn’t been requested by the recipient.

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8
Q

how to comply with CAN-SPAM guidelines?

A
  • Don’t use false or misleading header information
  • Identify the message as an ad.
  • Tell recipients where you’re located.
  • Tell recipients how to opt out of receiving future email from you.
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9
Q

What email authentication does pardot use?

A

(SPF) Sender Policy Framework

(DKIM) DomainKeys Identified Mail

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10
Q

Why do people mark legal emails as spam?

A
  • Time: Too much time has passed between collecting the email and sending it, and your recipients forgot they were subscribed.
  • Consent: Your email lists are not fully subscribed.
  • Volume: You send too many emails too often.
  • In-Person Signups: Your prospects signed up at a trade show or other event and don’t remember signing up.
  • Partner lists: You’re sending to a partner or co-marketing list, and recipients don’t associate the dots between your emails and the list they initially signed up for.
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11
Q

How can I avoid false spam complaints?

A
  • Send an email to your prospects soon after they sign up.
  • Use a confirmed subscription process.
  • Never use purchased lists.
  • If you’re emailing potential customers who registered at a trade show or other event, remind them how you got their email address.
  • Ask subscribers how often they want to receive your emails.
  • Request permission to send emails and document it. If requesting permission to send email over the phone, send a personalized email after the call thanking the prospect for signing up.
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12
Q

how would you Keep your deliverability rates high?

A

By managing your lists well and avoiding emailing unengaged prospects. using a dynamic list to suppress unengaged leads from receiving emails from Pardot.

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13
Q

What would poor database maintenance habits affect?

A

score and the deliverability of your emails

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14
Q

What are the benefits of keeping good database maintenance habits?

A
  • keep you connected with the most engaged prospects
  • protect your sending reputation
  • help increase your return on investment (ROI)
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15
Q

What ways could you keep good database maintenance habits?

A
  • Re-engage dormant leads
  • Delete old leads
  • Ask potential customers to resubscribe
  • Use a list cleaning service
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16
Q

Select the correct strategy for growing your opt-in audience by using the email you’re already sending

A

build in “forward to a friend” functionality in your email campaign

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17
Q

How would you define the audience for your email?

A

you can use different criteria and field values in Pardot’s automation tools to segment your prospects in a variety of ways

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18
Q

How would you create the audience for your email?

A

Automation tools

  • automation rules
  • segmentation rules
  • completion actions
  • page actions
  • Dynamic lists
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19
Q

How would you Customization and personalization your emails?

A

Variable tags

Dynamic content

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20
Q

What is a variable tag?

A

Variable tags you use content from your prospect records to personalize your emails.

variable tags are populated based on the field values found on the prospect record.

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21
Q

What is dynamic content?

A

Dynamic content ensures subscribers receive messages targeted to their interests.

content is displayed according to rules that you define based on values within a subscriber’s record

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22
Q

What do variable tags do when you use them in an email?

A

Reference corresponding prospect fields and instead those text field values

23
Q

When using variable tags, what happens when a prospects record does not include a value for a field?

A

Nothing is displayed. To avoid empty fields, you can define a default value to use when no information is available.

24
Q

Can you use variable tags in email subject lines?

A

Yes. To use variable tags in email subject lines, use the Advanced Subject Composer in your email draft.

25
Q

Can you use custom fields that record and display multiple responses as variable labels?

A

No. Fields that record and display multiple responses are not displayed in the Variable Labels dropdown list when creating emails.

26
Q

How are email templates and list emails different?

A

you can use an email template over and over again to create a list email, but you can only send a list email once.

27
Q

What can email templates be used for?

A

you can reuse them for engagement programs, autoresponders, one-to-one emails, and list emails.

28
Q

What are Draft email templates?

A

Draft email templates are templates that have not been published yet. Email template drafts are not available to use with emails until they are published.

29
Q

What are list email Drafts templates?

A

List email drafts are emails that haven’t been sent yet. You create emails once, and you can copy and edit them, but you can’t reuse emails like you can reuse a template.

30
Q

What do variable tags insert into an email template?

A

a prospect’s field value

31
Q

what is Responsive Email Templates?

A

Responsive templates use CSS to resize your emails when viewed on mobile devices

32
Q

How to create an email template?

A

In the Lightning app, select Pardot Email and then Email Templates .
Click + Add Email Template .
Enter a name. Potential customers can’t see the name; is used in Pardot to organize assets.
Select a folder.
Select a campaign.
Select the type of email.
Under Available for , select the types of emails the template can be used with.
Click Save .
Select a format to start your template and click Apply , or click Skip to design a template from scratch.

33
Q

in email templates, how would you stop full editing powers to the rest of your team?

A

You lock your content regions by adding attribute tags to the HTML elements in your email templates.

34
Q

How would you build an email in pardot?

A
  • In the Lightning app, select Pardot Email, then navigate to Drafts | + Send new list email .
  • In the Basic Email Information window, fill in all the fields and click Save .
  • Select an email template and click Apply .
  • To modify the content of your email, use the editor on the Generation Process tab.
  • When you’re done editing your email content, click the Testing tab to test your email message.
  • To send your email message, click the Sending tab .
  • Here, select the lists you want to send to, select a sender, enter the subject of the email, and add completion actions.
  • Select whether the email message is sent immediately or schedule it for later.
35
Q

Why would you send a test email?

A

To send a test email to make sure -
- Test all links.

  • Test that all variable tags and dynamic content populate. Verify the dynamic content by creating a test prospect that matches the criteria for each variation. Then add the prospects to a test list.

Test to review the copy for typos or errors.

Test to ensure the design looks sharp and renders across all email clients and screen sizes.

36
Q

How would you create a test list?

A

Navigate to Automations | Segmentation Lists.
Click + Add List.
Name the list. We recommend something obvious like Test List for Campaign XYZ.
Select Email Test List.
Click Create List.
Add test prospects from your users.
Navigate to Pardot Settings | User Management | Users.
Select users for the test list.
From the table action dropdown, select Create prospect and add to test list.
Choose your test list and click Go.
Click Ok in prompt.

37
Q

What happens to user when you add them to a test list?

A

They become prospects and have a prospect record in pardot.

38
Q

What is A/B testing?

A

Use A/B testing to send different versions of your emails to a portion of your list and track how engaging each version is. Based on how your recipient interacts with the email, you can use the A/B test’s record of engagement data to determine and send the winning email.

39
Q

What’s best practice when A/B testing?

A

As a best practice, change only one element at a time between versions. Making multiple changes makes it harder to pinpoint what made an email the winner.

40
Q

What criteria is used for a/b testing?

A

email opens

links clicked

41
Q

If you want to test your sender name or subject line, what test criteria would you use?

A

Email opens: If you want to test your sender name or subject line, choose email opens as your test criteria, since these are both elements that drive open rates.

42
Q

If you want to test the CTAs or links in your content, what test criteria would you use?

A

Link clicks: If you want to test the CTAs or links in your content, choose link clicks.

43
Q

Pardot assigns colours to any element that changes in A and B email versions. what is a colour and what is b

A

a - blue

b - orange

44
Q

How do you access your list email reports in pardot?

A

pardot report | marketing assets | emails | list emails

45
Q

what does the The List Email report tab include?

A 
emails sent, 
unique clicks, 
unique click rate, 
total clicks,
total click rate
open rates
bounces rates
46
Q

What does the Click-Through Rate Report Tab include?

A

The Click-Through Rate report displays link performance visually.

47
Q

what do warmer call-out colours in the click-through rate report signify?

A

That the click-through rate is higher relative to other links in the email

48
Q

What does the Interaction Tab include?

A

the Interaction tab and shows how your recipients engage with your email.

The data aggregates all engagement and activity (opening an email, clicking a link) together. You can easily compare engagement and activity rates because you see them as percentages of total email opens.

49
Q

what does the Email Clients Tab include?

A

The Email Clients report captures and tracks email client usage for emails opened across your lists in Pardot.

50
Q

Which links are tracked in a Pardot email?

A

anything starting with http://, https://

51
Q

What report allows you to view data on how your recipients engage with your email?

A

Engagement & activity report

52
Q

Which email type can you set completion actions on?

A

List emails

53
Q

What is CAN-SPAM?

A

The CAN-SPAM act is a law that establishes the rules for commercial email and commercialmessages

Pardot (14 decks)

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