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.
To position elements and mimic margins and padding what should you use in your emails?
nested tables
How wide should your designs be in email?
600 px
Should you use CSS or in-line styles?
inlines
What’s the two-step process for creating a test list?
- make the list. 2. add participants to the list from the Pardot user table
In order for Pardot users to be subscribed to a test list, what must they have?
Prospect records in Pardot but they’re automatically created.
Your audience size for an AB test has to have at least how many prospects?
4
Summarize how an AB test works for email.
- Enable AB testing. 2. Add recipient and suppression lists 3. Choose testing period. 4. Adjust percentage of audience for testing. 5. Click Schedule or Send now. Pardot sends the winning email when the testing period ends.
What if there’s a tie between AB emails?
Pardot sends version A.
When do you test Email Opens?
You want to test sender name or subject line.
When do you test link clicks?
You want to test the CTAs or links in the content.
For AB testing, what collour is version A?
Blue
How many prospects can an email test list have?
100 prospects
If you click unsubscribe link in test email or update subscription preferences, aer you unsubscribed and are preferences saved?
NO.
Are test lists available for list email sends?
NO.
Can test lists be dynamic, CRM visible or public lists?
No.
Do completion actions run on test lists?
No.
Does pardot record email opens and clicks on test lists?
Yes.
If an A/B test includes multiple prospects with the same email address, who gets the email?
The prospect with the most recent activity
Can you pause and A/B test and edit the email before the winner is sent?
No, but you can pause the test and copy the email and edit it.
If you enable A/B testing on an email and then change your mind, can you turn it off?
Yes.
If you edit the prospect list before the scheduled send time, will the edited prospects get the email?
Yes.
Pardot Advanced Email Analytics
The Advanced Email Analytics package expands on Pardot’s standard email marketing functionality. It adds spam analysis of email content, subject line preview, and email rendering previews to see how your emails look across email clients and browsers.
Emails are scheduled to send based on the sender’s time zone, not the recipient’s time zone.
TRUE
Pardot Sender Address Options: Account owner
he account owner for the Salesforce contact that the prospect is associated with. If there is no account owner or the prospect is associated with a lead, the system checks for an assigned user.
Pardot Sender Address Options: Assigned User
The prospect’s assigned lead or contact owner in Salesforce. If there is no assigned user, the system checks for a specified user or a general user.
Pardot Sender Address Options: Specified User
A specific user you choose from a list of Pardot users.
Pardot Sender Address Options: General User
A name and email address you specify, such as info@pardot.com.
List Email Report has 3 tabs.
Click-Through Rate Report, Interaction, and Email Clients.
List Email report includes
number of emails sent, unique clicks, unique click rate, total clicks, and total click rate.
What should you use the List Email report for?
Use the List Email report to analyze important data about your list email sends, like open rates and bounces.
NAVIGATION: How to view the list email report?
- Navigate to Pardot Reports | Marketing Assets | Emails | List Emails. 2. To view an email’s report, click the email name. 3. This will take you to the Report tab. You can access your additional reports by clicking the corresponding tab.
The Open Rate pie chart gives you a visual breakdown of the percentage of ___
opened, bounced, and unopened emails for the list email send.
Click-Through Rate Report Tab
The Click-Through Rate report displays link performance visually. A rendering of your email is overlaid with the click-through rate next to each link. The call-out colors get warmer (blue is coolest, red is warmest) as the click-through rate gets higher relative to other links in the email.
Glanced or Unread Percentage
Email open fewer than 2 seconds
Skimmed Percentage
Open between 2 and 10 seconds
Read Percentage
Open for 10 seconds or longer
Forward Count
Email forwarded via the forward button in the email client
Printed
Email printed
Email Clients Tab
The Email Clients report captures and tracks email client usage for emails opened across your lists in Pardot. The email client list includes more than 120 email clients; any client not in the list is marked as “Other” in the report. Although client list can change in the future, Pardot’s code updates automatically to reflect the most up-to-date information and email client list.
Does the Clicks report filter out deleted prospects?
No, so the numbers in this table are sometimes higher than the numbers in the overall email report.
The click-through rate equals
the number of unique link clicks in an email, divided by the total number of delivered emails. Unsubscribe link and email preferences page clicks do not count toward link clicks.
Red
5% CTR or more
Orange
3%–5% CTR
Green
.25%–3% CTR
Blue
Less than 0.25% CTR
Gray
0 clicks
In emails that contain multiple links to identical URLs, what should you do to track which links were clicked?
append a tracking ID to each link you want to monitor. That way, the URLs are different, and the report can track them separately.
Due to technical restrictions, we can’t track prints or forwards in Outlook 2007 and later, Yahoo! Mail, AOL, Outlook.com, or Gmail mail clients.
OK
Total Sent
The total number of emails sent.
Total Queued
The number of emails that are waiting to be sent. These emails have been submitted but have not reached the inbox of the prospect.
Soft Bounce
An email acknowledged by the recipient’s mail server, but returned to the sender. Sometimes it is because the recipient’s mailbox is full or the mail server is temporarily unavailable. A soft bounce message can sometimes be deliverable at another time. After 5 soft bounces, Pardot opts the prospect out of emails.
Hard Bounce
An email that permanently bounced back to the sender because the address is invalid. A hard bounce can occur because the domain name doesn’t exist or because the recipient is unknown.
Total Delivered
The total number of emails minus hard and soft bounces. Note: this data includes emails that were delivered to the recipient’s spam folder.
Delivery Rate
The percentage of the emails that were delivered compared to the number that bounced (soft and hard). Note: this data includes emails that were delivered to the recipient’s spam folder.
HTML Opens
The total number of times a prospect’s email client loaded the images in the HTML version of the email. We also record an open if the prospect clicks a link within the HTML or text email without downloading images. A click indicates that they viewed the message. Some email clients (Outlook, Apple Mail, Thunderbird) do not display images by default. Pardot counts an open each time the images load.
Unique HTML Opens
The number of prospects who loaded the images in the HTML version of the email. The Unique Opens category counts each recipient only one time, even if the prospect loaded images more than once.
HTML Open Rate
The percentage of unique HTML opens compared to the total number of emails delivered (sent minus bounces).
Total Clicks
The total number of clicks for all the links in an email. Each link click is counted separately. For example, if a prospect clicks two separate links in the same message, it counts as two clicks. If a prospect clicks the same link on two separate occasions, that also counts as two clicks. Clicks on Unsubscribe and Email Preference Center links do not count toward Total clicks.
Total CTR (Click-Through-Rate)
The percentage of visitors who click links contained in emails delivered (sent minus bounces) to them. In Total CTR, multiple clicks for a same link are counted.
Unique Clicks
The number of prospects that clicked a link in the email. Each recipient is counted only once, so multiple clicks in the same message don’t get counted more than once. Unsubscribe and Email Preference Center link clicks are not counted toward unique clicks.
Unique CTR (Click-Through-Rate)
The percentage of visitors who clicked a link contained in an email.
Click To Open Ratio
The number of unique clicks divided by unique HTML opens.
Total Opt-Outs
Total opt-outs is the total number of prospects that have clicked the link to unsubscribe or opted out of all email communications in the Email Preference Center. They are removed from future email sends.
Opt-Out Rate
The percentage of users that have opted out compared to the total number of emails sent.
Total Spam Complaints
The total number of prospects that reported the email as spam.
Spam Complaint Rate
The percentage of spam complaints compared to the total number emails sent.
the two most widely accepted email authentication standards
Sender Policy Framework (SPF) and DomainKeys Identified Mail (DKIM).
Sender Policy Framework (SPF)
SPF is a form of email authentication that makes forging the sender of an email, or email spoofing, more difficult. SPF isn’t aimed at stopping spammers. Rather, it tightens loopholes used by spammers to spoof emails. 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 sent from a certain domain, it checks the sender’s SPF statement to verify that information.
DomainKeys Identified Mail (DKIM)
DomainKeys is an email authentication system that verifies the DNS of an email sender and the message’s integrity.
Domain-Based Message Authentication, Reporting, and Conformance (DMARC)
A third layer of authentication that’s becoming more widely used is domain-based message authentication, reporting, and conformance, or DMARC. With DMARC, you notify receiving servers that your messages use SPF and DKIM and instruct them on what to do if they fail those authentication checks. Pardot can’t set up a DMARC policy for you, but we can help you ensure your emails are DMARC-compliant
Authorization to allow Pardot to send emails on your domain’s behalf consists of 3 entries:
SPF, Domainkey Policy and Domain Key
DNS can take up to ___ to fully propagate
24 hours but force a refresh by clicking check DNS entries.
SPF, Domainkey Policy and Domain key must show what to prove you’re fully authenticated?
Green checkmarks
Can prospects who have opted out of marketing communications still receive autoresponder emails.
Yes.
Addresses with non-UTF8 characters what happens?
They fail validation
How can you get analytics about how your content is shared
Add the AddThis button to email templates
Engagement
This dashboard shows how your primary marketing assets perform and how they contribute to the sales pipeline and opportunity lifecycle.Included metrics: asset engagement on list emails, forms, and landing pages.
Pipeline
The Pipeline dashboard shows your sales funnel from visitors to prospects and through to opportunities you’ve won. This dashboard is helpful for sales and marketing leadership to see which assets and campaigns push the most deals. Included metrics: numbers of visitors, prospects, marketing qualified leads, open opportunities, closed-won opportunities, and velocity figures.
Marketing Manager
The Marketing Manager dashboard offers a quick look into the health of your business and which campaigns are yielding the best results. From this dashboard, you can drill into the Engagement and Pipeline dashboards.Included metrics: pipeline deals, revenue by campaign, and marketing asset engagement.
Multi-Touch Attribution
The Multi-Touch Attribution dashboard shows the top drivers at each lifecycle stage. Get a detailed view of marketing performance when you filter the dashboard by influence model, opportunity, account, and more. Included metrics: revenue, total value, cost, ROI, top channels, and revenue by campaign.
Account-Based Marketing
The Account-Based Marketing dashboard brings together opportunities, contacts, marketing engagement, and sales activities. Narrow the dashboard by a certain account or a few, to find out how things are going with your sales reps. Included metrics: pipeline value, number of opportunities, Pardot score, won/lost percentage, stage value, and a table of opportunities.
Einstein Behavior Scoring
The Einstein Behavior Scoring dashboard gives the factors that Einstein uses to build your scoring model. Included widgets: Most influential engagement activities, influential assets, and a table of leads and contacts who perform these activities.
Multi-Touch Attribution Dashboard
Multi-Touch Attribution dashboards show you which marketing efforts are most influential during each stage of the purchase lifecycle. After you enable Connected Campaigns, engagement with Pardot’s marketing assets and data from Sales Cloud appear together in one dashboard.
Account-Based Marketing Dashboard
Use Account-Based Marketing dashboards to understand how opportunities and contacts from one account engage with your marketing and sales assets. To use Account-Based Marketing dashboards, enable the integration user’s access to B2B Marketing Analytics.
Prospect and Activity Dataset
To identify which content influences prospects in your sales funnel, add the optional Prospect and Activity dataset. Create a lens using this dataset to identify the individual prospect record that acted on a certain asset.
The Einstein Behavior Scoring Dashboard for B2B Marketing Analytics
The Einstein Behavior Scoring dashboard provides a look into how Einstein uses engagement data to create its model. You can learn which engagement activities impact opportunities the most. Select an activity to learn more about which individual assets perform best.
