Email Marketing (20%) Flashcards
Email Marketing
is a tool that helps send mass email, track replies, and report on them.
Marketing Automation
a solution that allows you to more effectively market on multiple channels online (such as email, social media, websites) and automate repetitive tasks.
What are the 5 requirements that comply with CAN-SPAM Guidelines?
- Don’t use false or misleading header information. 2. Don’t use deceptive subject lines. 3. Identify the message as an ad. 4. Tell recipients where you’re located. 5. ‘[Tell recipients how to opt out of receiving future email from you
Spam
unsolicited commercial email, junk email, or bulk email that has not been requested by a recipient.
4 things to consider when making your email strategy mobile-friendly:
- Ensure the landing pages and forms your email links point to are optimized for mobile users. 2. Offer both plain text and HTML versions of your email. 3. Use descriptive ALT text under your images in case they don’t display. 4. Test your email templates to see how they display in different mobile devices
Permission-based Marketing
create and manage “opt-in” subscriber lists. You can build these lists slowly over time using Pardot’s lead-generation tools. To help you manage your opt-in process, Pardot always appends an unsubscribe or opt-out option to every email you send via Pardot.
The first step in email correspondance.
When it comes to email correspondence, the first step is establishing your audience.
Two of the most important factors in an effective email marketing campaign or interaction.
personalize and customize
Name three ways to collect email-ready data at every opportunity.
- Include a sign-up form on blog and content pages 2. include a link to a sign-up form in your social media posts 3. build in “forward to a friend” functionality in email campaigns
Variable tags
With variable tags, you use content from your prospect records to personalize your emails
How does Dynamic Content work?
Pardot checks a prospect’s record for a specified field value, and then adjusts what the prospect sees.
Variable Tags: If a prospect’s record doesn’t have a value for a field, what is displayed.
Nothing.
Variable Tags: To avoid empty fields, what can you do?
Define a default value to use when information isn’t available.
Can you use custom fields that record and display multiple responses as variable tags?
No.
Can you use a multi-select or a checkbox field as a variable tag?
Yes.
How do you use variable tags in email subject lines?
Use the Advanced Subject Composer in your email draft
When a prospect clicks the view online link, the variable tags are populated with which values?
the values that are the prospect’s record at that moment.
NAVIGATION: How to add default mail merge values to fields
- Administration | Configure Fields | Prospect Fields. 2. Click Edit. 3. Mark “Set a default mail merge value to be sued when this field doesn’t have a value” 4. Enter Default Mail Merge Value then save the field.
Handlebars Merge Language (HML)
Use HML merge fields to personalize content
How many merge fields and pieces of dynamic content can emails and email templates have?
200 merge fields and 10 pieces of dynamic content
If you specified a default value for a field and set up a conditional merge field statement, what populates?
The default value populates instead of the statement.
What’s this %%job_title%%?
A variable tag that populates with whatever’s in the field: Prospect’s Job Title field
When choosing a From address sender, the email send logic cascades to the next specified sender.
What does this mean?
Variable Tags: When the Sender Is Prospect CRM User Custom Field: Name and email
the value stored in the Prospect CRM User custom field.
Variable Tags: Sender Is Prospect CRM User Custom Field and no value for Prospect CRM User field, the email appears to come from who?
Account owner
Variable Tags: Sender Is Prospect CRM User Custom Field and no value for Prospect CRM User field or account owner, the email appears to come from who?
Prospect’s lead or contact owner
Variable Tags: Sender Is Prospect CRM User Custom Field and no value for Prospect CRM User field, account owner, or prospect’s lead or contact owner, the email comes from who?
General or specific user
Is a complete URL inserted via a variable tag rewritten or tracked?
No, because the http:// or https:// of the link isn’t visible before it populates in the recipient’s inbox.
How do you track URLs inserted with variable tags?
populate only the last portion of the URL with a variable tag.
What should be the value for a prospect field if you want to make a variable tag for a URL? 1. http://www.pardot.com/whitepaper_url. or 2. white_paper_url?
white_paper_url
What should a variable tag look like in the email template?
http://www.example.com/%%custom_field_for_url%%
Rewrite email links
To track link clicks, Pardot rewrites URLs in your emails and creates a new URL specific to the receiving prospects. This is how we know when prospects click links from their emails. This also applies for all hyperlinks in emails. Clicking a tracked link will set a cookie in your browser for the prospect to whom the email was originally sent.
Visitor Association Change (VAC)
A Visitor Association Change (also known as a VAC) happens when one prospect’s visitor record and activities become associated with a different prospect.
How do you avoid Visitor Association Change?
Preventative measures. 1. Don’t forward tracked emails from Pardot to a second recipient. 2. Add AddThi social sharing links in emails which allows for email forwarding without tracking. 3. While testing, clear browser’s cookies before each submission. 4. Enable Kiosk mode so cookies are not set 5. Enable Not You? setting in advacned tab of the look and feel step of the form wizard.
How can you manually remove a visitor association change?
1) Navigate to the affected prospect record. 2) In the prospect record, click Audits. 3) Find the row with Visitor Association Changed in the Type column. 4) Click the visitor ID (it’s a string of numbers. for example, 200.10.000.123). 5) Click (Remove Association) under the prospect name. 6) If possible, the person who triggered the change should clear their browser’s cookies
There are 8 ways to prevent a link from being rewritten so that a click isn’t tracked. Name them.
- Wrap the link in a <blockquote> tag 2. Put it inside an embedded CSS tag 3. Put it inside commented out code 4. Populated with user PML variable tags or HML merge fields 5. Populated with variable tags (full URL not in dynamic content). 6. Populated with HML merge fields (full URL, not in a snippet or dynamic content) 7. Populated with a prospect account field PML variable tag or HML merge field inside dynamic content 8. remove the http or the http</blockquote>
What’s special about these file extensions in terms of rewriting links? .bmp .css .dtd .eot .gif .ico .jpeg .jpg .js .otf .png .svg .ttf .woff
Pardot doesn’t rewrite them.
How do you prevent viruses being deployed through a prospect’s browser or malicious code that makes prospect data visible on form submissions?
Use PML Variable Tag Modifiers.
What’s an HML modifier?
A modifier is a string added to a prospect field variable tag that tells the system how to format the output.
What does a variable tag with a modifier look like?
A variable tag with a modifier looks like this: %%field_ID{modifier}%% where modifier is the modifier type.
When should you use the {js} modifier?
- Redirect to thank you pages based on form field values 2. Prevent competitors from accessing content on form submission 3. Pass a redirect URL to a form as a hidden field 4. Use custom JavaScript that contains variable tags
When should you use the {url} modifier?
- Use a variable tag to insert a parameter in a URL 2.Use a referral form to allow someone visiting your website to submit someone else’s information
When should you use the {raw} modifier?
- Insert a complete URL 2. Insert an HTML code snippet or other code that you don’t want modified
What’s the syntax for HML merge fields conditional statement?
{{#if Recipient.FirstName}} Hi {{Recipient.FirstName}}, {{else}} Hello! {{/if}}
What’s this {{Recipient.Title}}
The HML variable tag that displays the value in the Prospect’s Job Title field
What are the prefixes for the following HML merge fields: Account, Recipient, Sender,
{{Recipient.Account.NumberOfEmployees}}, {{Recipient.FirstName}}, {{Sender.Phone}},
To keep an HML merge field value in its raw form, what syntax change should you make?
To keep the value in its raw form, add a third curly brace.
What’s the key difference between email templates and one-off list emails?
You can use templates over and over again.
What’s the most important content in your email?
The CTA. It tells people what they will get not what they must do.
How do you test an email with a responsive template?
Preview it by clickking Open in Popup and resize the window.
How do you lock content regions in email templates?
Pardot regions are locked by default.
How do you make email content editable?
add the pardot-region attribute to the element
What attribute makes email content repeatable?
pardot-repeatable. Content inside a pardot-repeatable element must also have the pardot-region attribute.
What attribute makes email content removable?
pardot-removable
NAVIGATION: How to create an Email Template
Open the Templates Page. Pardot: Marketing | Emails | Email Templates OR Lightning: Pardot Email and then Email Templates. 2. Click +Add Email Template 3. Enter name. 4. Choose a folder. 5. Select a campaign. 6. Select the email type. 7. Available for. 8. Click Save. 9. Choose a layout to start your template and click Apply or click Skip to design a template from scratch.
How should you structure your email templates div tags or table?
table
Should you specify cell widths to email?
yes.
