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Email Specialist Exam > Email Marketing Best Practice > Flashcards

Email Marketing Best Practice Flashcards

1
Q

What is Marketing Cloud Engagement?

A

A platform for delivering personalised customer engagement across all channels

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2
Q

Name three benefits of Marketing Cloud Engagement

A

1)Unifies data for personalisation
2)Leverages AI,
3)Enables real-time engagement.

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3
Q

What are three products within Marketing Cloud Engagement?

A

1)Advertising Studio
2) Email Studio
3) Marketing Cloud Personalisation

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4
Q

What is Advertising Studio used for?

A

Delivering targeted ads based on CRM data across platforms like Google and Facebook.

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5
Q

What is the main function of Data Cloud?

A

To provide a single, unified view of all customer data for actionable insights.

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6
Q

How does Marketing Cloud Intelligence (Datorama) help marketers?

A

It uses AI to analyze marketing data from multiple sources and provides insights to improve ROI.

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7
Q

How does Google Analytics 360 integrate with Marketing Cloud?

A

It provides a complete view of the customer journey by connecting website data with Marketing Cloud data.

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8
Q

How does Marketing Cloud Engagement connect to the Customer Success Platform?

A

It integrates with other Salesforce clouds (Sales, Service, etc.) for a unified customer view.

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8
Q

What is the purpose of Marketing Cloud Personalization (Interaction Studio)?

A

It enables real-time interaction management to deliver tailored experiences and boost engagement

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9
Q

What are three best practices for writing effective subject lines?

A

1)Keep it short and sweet
2) Leverage branding
3) Conduct A/B testing.

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10
Q

What is CAN-SPAM?

A

A US law that sets rules for commercial emails, including opt-out requirements

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11
Q

What are three key CAN-SPAM guidelines?

A

1) Accurate sender identification
2) Relevant subject lines
3) Easy opt-out mechanism

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12
Q

What are the three main types of email unsubscribes?

A

Global (all emails), Primary (company level), List (specific list).

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13
Q

How can you improve email deliverability?

A

1) Use a recognizable “From” address
2) Manage bounce rates
3) Maintain a consistent sending frequency

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14
Q

What should you avoid to prevent emails from being marked as spam?

A

1) Excessive use of ALL CAPS
2) Spam trigger words
3) Misleading subject lines

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15
Q

Name three ways to acquire new email subscribers

A

1)Website signup forms
2) Mobile app opt-ins
3) Social media advertising.

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16
Q

What is the difference between single opt-in and double opt-in?

A

Double opt-in requires email confirmation, reducing typos and ensuring genuine interest

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17
Q

I W P

What are three ways to maintain a good relationship with your email subscribers?

A

Offer valuable incentives, send a well-designed welcome series, plan content carefully (frequency, relevance, format)

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18
Q

What does GDPR stand for?

A

General Data Protection Regulation

19
Q

What is a data subject under GDPR?

A

An identifiable individual to whom personal data relates

20
Q

What is a data controller?

A

The entity that determines the purposes and means of processing personal data

21
Q

What is a data processor?

A

An entity that processes data on behalf of a controller

22
Q

What is the purpose limitation principle under GDPR?

A

Personal data can only be used for the specific purposes for which it was collected

23
Q

What does the data minimization principle require?

A

Only collect the minimum amount of data necessary for the intended purpose.

24
Q

E P P D I

What are some steps organisations can take to protect personal data?

A

1) Encryption
2) Pseudonymisation
3) Privacy by design
4) Data protection
5) Impact assessments.

25
Q

What is the right to erasure (right to be forgotten)?

A

The right of individuals to request the deletion of their personal data under certain circumstances

26
Q

Secure…DDPA

What are some steps organisations can take to protect personal data under GDPR?

A

1) Secure Data Storage
2) Data Inventory
3) Data Processing Register
4) Privacy Notices
5) Anonymisation

27
Q

What is the importance of subscriber opt-in?

A

1) Permission-Based Relationship - Subscribers are choosing to hear from you.
2) Trust and Value - It indicates subscriber interest and a willingness to receive marketing
3) Data Enrichment Starting Point - Opt-in often provides initial data for personalisation.

28
Q

Why is the email address key to identity-based marketing?

A

1) Virtual Identity - Email is a common identifier across many online services
2) Single Customer View - Allows connection of data points from various sources to one identifier
3) Personalised Experiences - The unified view enables highly targeted and relevant marketing

28
Q
A
29
Q

P D R

How does each email interaction help enrich first-party data?

A

1) Progressive Profiling - Each interaction reveals more about the subscriber’s preferences
2) Data-Driven Insights - Marketers learn what resonates, including optimal send times, effective CTAs, and engaging content.
3) Relationship Building - Data-driven personalization strengthens customer relationships over time.

30
Q

What types of campaigns or emails are good candidates for automation?

A

1) Recurring Campaigns - Newsletters, regular promotions
2) **Seasonal Campaigns **- Marketing tied to specific times of the year or industry events
3) Event-Driven Campaigns - Communications around trade shows, company announcements, etc.

31
Q

RDS

How do templates improve email marketing productivity?

A

1) Reusable Structure - Provide a consistent, branded framework, saving design time.
2) Dynamic Content - Allow for personalization at scale by inserting unique content based on subscriber data.
3) Scalability - One template can be used to generate countless variations.

32
Q

D P A

How do data and automation enable personalised marketing at scale?

A

1) Data-Driven Segmentation - Divide your audience based on demographics, behavior, or other factors.
2) Personalised Content - Use dynamic content to tailor messaging within templates.
3) Automated Scheduling - Send emails at the best times based on engagement data.
4) Reference Content - Re-engage interest using browsing or purchase history.

33
Q

T D E C

How can email data enhance your advertising efforts?

A

1) Targeted Advertising - Use email as an identifier to deliver more relevant ads across platforms.
2) Data Privacy - Ensure data is handled securely and PII is protected.
3) Enhance Email Campaigns - Integrate ads strategically with different types of campaigns (e.g., pause ads for new customers in a welcome series)
4) Cross-Channel Consistency - Maintain consistent messaging and branding across all channels.

34
Q

M P T

What are the key mobile messaging opportunities for marketers?

A

1) Mobile Optimization - Make sure emails and landing pages are mobile-friendly.
2) Push Notifications - Deliver timely, in-app messages (with user control over opt-in and location tracking)
3) Text Messaging (SMS/MMS) - Use for urgent messages, reminders, and subscriber acquisition (with frequency considerations).

35
Q

P T A

What are the benefits of using Einstein Engagement Scoring?

A

1) Predictive Engagement - Predicts how likely subscribers are to open, click, stay subscribed, or convert.
2) Targeted Campaigns - Allows segmentation for more relevant messaging.
3) Audience Insights - Reveals drivers of engagement, trends, and audience health.
4) ** Data-Driven Actions** - Informs strategy for audience creation, journeys, and personalization.

36
Q

APPLE MPP

How have privacy regulations changed the way engagement is predicted?

A

Open rates are less reliable, so Einstein now uses a blend of engagement and unsubscribe rates

37
Q

Predicted email… S E E W

What key insights does the email engagement dashboard provide?

A

1) Predicted Email Engagement - Breaks down the audience into engagement personas (Loyalist, Window Shopper, etc.)
2) Subscriber Retention Prediction - Shows the likelihood of subscribers remaining opted-in
3) Email Open Prediction - Predicts open likelihood (but with the caveat of decreasing reliability).
4) Email Click Prediction - Forecasts the likelihood of subscribers clicking email links.
5) Web Conversion Prediction - Predicts the chance of website conversions from email traffic.

38
Q

L W S W

What are the four Einstein Engagement Personas, and how can you target them?

A

1) (Loyalists): High Open & Click - Reward, encourage referrals, increase frequency, offer exclusives.
2) (Window Shoppers): High Open, Low Click - Personalize, test CTAs, offer incentives.
3) (Selective Subscribers): Low Open, High Click - Optimize subject lines, personalize based on history.
4) (Win-back/Dormant): Low Open & Click - Surveys, other channels, re-engagement campaigns.

39
Q

What is the purpose of Einstein Splits in Journey Builder?

A

To route customers down different paths based on their real-time engagement scores.

40
Q

What Einstein Engagement Scoring Split options are available in Journey Builder?

A

1) Persona Answer
2) Open Likelihood (use with caution due to tracking changes)
3) Click Likelihood
4) Unsubscribe Likelihood
5) Web Conversion Likelihood

41
Q

How does Einstein Send Time Optimization (STO) improve email marketing?

A

It uses AI to determine the best time to send emails or push messages within a journey

42
Q

How do you implement STO in Journey Builder?

A

1) Ensure STO is activated in your account
2) Drag the “Einstein STO” activity before the email you want to optimise.
2) Select “Best Hour in Next 24” or “Best Hour in Next Week.”

43
Q

What is the main benefit of using Einstein Engagement Frequency?

A

It helps determine how often to send messages to individual subscribers, maximizing engagement and reducing unsubscribes.

44
Q

S A U O

How does Einstein Engagement Frequency classify contacts?

A

Into four segments: Saturated, Almost Saturated, Undersaturated, and On Target.

45
Q

How do you use a Frequency Split in Journey Builder?

A

1) Ensure Engagement Frequency is activated in your account.
2) Drag the “Frequency Split” activity into your journey
3) Choose which segments to create paths for and tailor messages accordingly.

Email Specialist Exam (5 decks)

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