Email Marketing Best Practises (10%) - Email Deliverability Flashcards
What 3 elements make up the Send Classification?
Sender Profile
Delivery Profile
CAN-SPAM Classification
What does the Sender Authentication Package (SAP) contain?
The SAP contains all necessary features/technical protocols for sender authentication to email providers when sending an email.
What does Reply Mail Management do?
RMM defines the appropriate redirections of email responses.
It controls the replies you receive from your subscribers.
What are the options for Reply Mail Management?
Forward to Inbox
Auto-Reply Message
Filter for manual Unsubscribe requests
Filter for Out-of-Office message
What does a Sender Profile define?
The ‘From’ name and address that include branding to let subscribers identify a sender in their inbox
Can you set a customer RMM for a Sender Profile
Yes, a custom RMM can be set up to overwrite the standard RMM of the account
What does CAN-SPAM classification define?
Whether an email send is commercial or transactional
When would you use Custom Reply Mail Management (RMM)?
A custom RMM can be set up for each sender profile and a specific auto-reply message can be set up for emails using this sender profile
Where is the Sender Profile ‘From’ Name and Address displayed for a user?
From Name and Address will be displayed in the from line above the subject line in the recipient’s inbox.
Why would you use branding in the ‘From’ Name and Address in Sender Profle?
Using branding in the name and email address makes it easier for subscribers to identify the sender.
What does CAN-SPAM Classification define?
They type of email - whether Commercial or Transactional
What is a Commercial email?
Any emails containing commercial advertisements or promotion of a commercial product or service.
eg. Newsletter, seasonal sale, coupon codes
What do Commercial emails require?
These emails always require subscriber opt-in and an unsubscribe button to trial the opt-in at any time.
What is a Transactional email?
Any emails that facilitate, complete, or confirm a commercial transaction. The recipient usually initiates the communication.
eg. Purchase confirmation, double op-in request.
Does a Transactional email require opt-in?
No, these emails do not require opt-ins.
What is IOS Mail Privacy Protection?
iOS Mail users can opt out of tracking for email opens
How does iOS Mail Privacy Protection affect Email Deliverability?
iOS MPP can have a negative impact on the reliability of email open-rates.
What does CAN-SPAM Legislation require (3)?
CAN-SPAM Classification
Unsubscribe link for commercial emails
Physical mailing address in email footer
What is GDPR and who does it apply to?
The European General Data Protection Regulation (GDPR) applies to all EU countries, but each country might have their own additional laws.
What laws and regulations must an email send comply with?
Local and international legislations(inc the privacy policies) of both countries that emails are being sent to and from.
How do email providers use Sender Reputation?
The Sender Reputation is used by email providers to decide which emails are:
Sent to Inbox
Sent to spam folder
Get rejected
What percentage of commercial emails never reach the inbox?
It is estimated 20% of commercial, permission email messages never reach the inbox
How do email providers determine Sender Reputation?
Email providers collect data about the sending behaviour of an IP address / email sender to determine if the sender is considered to be good or bad.
What 8 factors have an impact on Sender Reputation (and email deliverability)?
Spam Complaints
List Hygiene
Authentication
Permission
Frequency
Engagement
Content
Spam Traps
How does email frequency affect unsubscribes or spam complaints?
Irregular sending is one of the main reasons for unsubscribes or spam complaints
What are Spam Traps?
Legitimate email addresses with the sole purpose of catching the bad actions sending to unengaged subscribers or unconfirmed opt-ins
Who operates Spam Traps
Spam Traps are operated by ISPs.
What does a Spam Complaint signal?
It is the strongest signal that subscribers do not like or want an email.
How can a Marketing Cloud admin set up an automatic forward to email address for just one email send?
Set up a new Sender Profile and define a custom Reply Mail Management (RMM). Assign the required email address to forward responses to for sends from this Sender Profile.
What is the purpose of CAN-SPAM Classification?
The CAN-SPAM legislation is a federal law enacted by the United States to protect email recipients.
What do you specify in a Delivery Profile?
IP address
Email header and footer
What is best practise for Email Header and Footer?
Best practise is to turn off the general header and footer and define this information in the email template instead.
What 5 elements can affect email deliverability?
Send Classification
Sender Authentication Package
Reply Mail Management
Sender Reputation
Compliance to Legislation (Laws and Regulations)
What features are included in the Sender Authentication Package (SAP)?
Private Domain for email sending
Custom Domain for CloudPages
Account Branding with view-as-webpage, link and image wrapping
Dedicated IP address
Reply Mail Management
What is Sender Authentication Package (SAP)?
SAP is a MC account branding tool that allows you to customise links and images to match branding for the authenticated domain you are sending email from.
What ‘From Email Address’ options are there in a Sender Profile (4)?
Users
Custom
Personalisation Strings
AMPscript
When to use Personalisation Strings vs AMPscript for ‘From’ Email Address in Sender Profile
Personalisation Strings information MUST be stored directly on the sendable DE
AMPscript information can be stored in a separate DE
How could you dynamically populate the ‘From’ Email Address on Sender Profile?
Using Personalisation Strings or
AMPscript and information stored in a DE.
Both require a fallback address to be setup.
Based on which indicator of email providers store information about Sender Reputation?
The dedicated IP address of the email send
What is needed to set up a new Send Classification?
Delivery Profile,
Sender Profile,
and CAN-SPAM Classification
