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Salesforce Marketing Cloud - Email Specialist > Email Marketing Best Practises (10%) - Email Deliverability > Flashcards

Email Marketing Best Practises (10%) - Email Deliverability Flashcards

1
Q

What 3 elements make up the Send Classification?

A

Sender Profile
Delivery Profile
CAN-SPAM Classification

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2
Q

What does the Sender Authentication Package (SAP) contain?

A

The SAP contains all necessary features/technical protocols for sender authentication to email providers when sending an email.

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3
Q

What does Reply Mail Management do?

A

RMM defines the appropriate redirections of email responses.
It controls the replies you receive from your subscribers.

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4
Q

What are the options for Reply Mail Management?

A

Forward to Inbox
Auto-Reply Message
Filter for manual Unsubscribe requests
Filter for Out-of-Office message

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5
Q

What does a Sender Profile define?

A

The ‘From’ name and address that include branding to let subscribers identify a sender in their inbox

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6
Q

Can you set a customer RMM for a Sender Profile

A

Yes, a custom RMM can be set up to overwrite the standard RMM of the account

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7
Q

What does CAN-SPAM classification define?

A

Whether an email send is commercial or transactional

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8
Q

When would you use Custom Reply Mail Management (RMM)?

A

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

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9
Q

Where is the Sender Profile ‘From’ Name and Address displayed for a user?

A

From Name and Address will be displayed in the from line above the subject line in the recipient’s inbox.

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10
Q

Why would you use branding in the ‘From’ Name and Address in Sender Profle?

A

Using branding in the name and email address makes it easier for subscribers to identify the sender.

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11
Q

What does CAN-SPAM Classification define?

A

They type of email - whether Commercial or Transactional

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12
Q

What is a Commercial email?

A

Any emails containing commercial advertisements or promotion of a commercial product or service.
eg. Newsletter, seasonal sale, coupon codes

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13
Q

What do Commercial emails require?

A

These emails always require subscriber opt-in and an unsubscribe button to trial the opt-in at any time.

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14
Q

What is a Transactional email?

A

Any emails that facilitate, complete, or confirm a commercial transaction. The recipient usually initiates the communication.
eg. Purchase confirmation, double op-in request.

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15
Q

Does a Transactional email require opt-in?

A

No, these emails do not require opt-ins.

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16
Q

What is IOS Mail Privacy Protection?

A

iOS Mail users can opt out of tracking for email opens

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17
Q

How does iOS Mail Privacy Protection affect Email Deliverability?

A

iOS MPP can have a negative impact on the reliability of email open-rates.

18
Q

What does CAN-SPAM Legislation require (3)?

A

CAN-SPAM Classification
Unsubscribe link for commercial emails
Physical mailing address in email footer

19
Q

What is GDPR and who does it apply to?

A

The European General Data Protection Regulation (GDPR) applies to all EU countries, but each country might have their own additional laws.

20
Q

What laws and regulations must an email send comply with?

A

Local and international legislations(inc the privacy policies) of both countries that emails are being sent to and from.

21
Q

How do email providers use Sender Reputation?

A

The Sender Reputation is used by email providers to decide which emails are:
Sent to Inbox
Sent to spam folder
Get rejected

22
Q

What percentage of commercial emails never reach the inbox?

A

It is estimated 20% of commercial, permission email messages never reach the inbox

23
Q

How do email providers determine Sender Reputation?

A

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.

24
Q

What 8 factors have an impact on Sender Reputation (and email deliverability)?

A

Spam Complaints
List Hygiene
Authentication
Permission
Frequency
Engagement
Content
Spam Traps

25
Q

How does email frequency affect unsubscribes or spam complaints?

A

Irregular sending is one of the main reasons for unsubscribes or spam complaints

26
Q

What are Spam Traps?

A

Legitimate email addresses with the sole purpose of catching the bad actions sending to unengaged subscribers or unconfirmed opt-ins

27
Q

Who operates Spam Traps

A

Spam Traps are operated by ISPs.

28
Q

What does a Spam Complaint signal?

A

It is the strongest signal that subscribers do not like or want an email.

29
Q

How can a Marketing Cloud admin set up an automatic forward to email address for just one email send?

A

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.

30
Q

What is the purpose of CAN-SPAM Classification?

A

The CAN-SPAM legislation is a federal law enacted by the United States to protect email recipients.

31
Q

What do you specify in a Delivery Profile?

A

IP address
Email header and footer

32
Q

What is best practise for Email Header and Footer?

A

Best practise is to turn off the general header and footer and define this information in the email template instead.

33
Q

What 5 elements can affect email deliverability?

A

Send Classification
Sender Authentication Package
Reply Mail Management
Sender Reputation
Compliance to Legislation (Laws and Regulations)

34
Q

What features are included in the Sender Authentication Package (SAP)?

A

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

35
Q

What is Sender Authentication Package (SAP)?

A

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.

36
Q

What ‘From Email Address’ options are there in a Sender Profile (4)?

A

Users
Custom
Personalisation Strings
AMPscript

37
Q

When to use Personalisation Strings vs AMPscript for ‘From’ Email Address in Sender Profile

A

Personalisation Strings information MUST be stored directly on the sendable DE
AMPscript information can be stored in a separate DE

38
Q

How could you dynamically populate the ‘From’ Email Address on Sender Profile?

A

Using Personalisation Strings or
AMPscript and information stored in a DE.

Both require a fallback address to be setup.

39
Q

Based on which indicator of email providers store information about Sender Reputation?

A

The dedicated IP address of the email send

40
Q

What is needed to set up a new Send Classification?

A

Delivery Profile,
Sender Profile,
and CAN-SPAM Classification

Salesforce Marketing Cloud - Email Specialist (19 decks)

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