Email Marketing Best Practises (10%) - Subscriber Acquisition and Retention

Question 1

What is a Double Opt-In Process?

Answer 1

After signing up to receiving emails, a double opt-in process sends a confirmation email to the supplied email address. The subscriber needs to click on a link or button in the email to confirm the opt-in. If the confirmation is not give, the subscriber will not receive emails.

Question 2

When is Double Opt-In recommended?

Answer 2

It is recommended for all opt-in processes which use a signup form.

Question 3

Why should you use Double Opt-In?

Answer 3

To ensure that the person who signs up is actually the person who will receive the emails.
To be certain that the email address is a valid address.

Question 4

What are the 3 types of opt-out available to subscribers via MC?

Answer 4

Global Unsubscribe
Universal Unsubscribe
List-Level Unsubscribe

Question 5

What is the difference between ‘Universal Unsubscribe’ and ‘List-Level Unsubscribe’?

Answer 5

Universal unsubscribes subscribers from all email communication from the company and they no longer receive any emails
List-Level unsubscribes subscribers only from a specific list and they continue to receive communications based on other lists.

Question 6

What is a Global Unsubscribe?

Answer 6

The Global Unsubscribe List is maintained by Marketing Cloud Support and aims to identify spam traps and spam complaints. The subscriber no longer receives an emails sent from ANY Marketing Cloud account.

Question 7

What 3 Opt-Out Methods are available to subscribers?

Answer 7

Unsubscribe Link/Button
Keyword Unsubscribe
Email Client Unsubscribe

Question 8

What is the ‘Opt-Out Right’?

Answer 8

Commercial emails have to include a way to opt out of receiving emails at any time. MC provides several methods for unsubscribing.

Question 9

How can Opt-Outs affect Sender Reputation?

Answer 9

Honouring opt-outs is an important practise to maintain a good Sender Reputation. If an opted-out subscriber continues to receive commercial emails, they might file a spam complain which has a negative impact on Sender Reputation

Question 10

What types of emails are affected by a subscriber opting-out?

Answer 10

Commercial emails only. Unsubscribed subscribers can still receive transactional emails.

Question 11

What are the 4 statuses a subscriber can have on the All Subscribers list?

Answer 11

Active
Bounced
Unsubscribed
Held / Undeliverable

Question 12

Which type of CAN-SPAM Classification requires opt-in consent to receive emails?

Answer 12

Commercial emails require opt-in. Transactional emails can be sent without explicit consent.

Question 13

What is the most important factor in maintaining a good Sender Reputation?

Answer 13

Getting permission from subscribers to send emails to them.

Question 14

How can sending unsolicited emails affect your Sender Reputation?

Answer 14

Any unsolicited email might result in spam complaints from subscribers. Which over time decrease your Sender Reputation.

Question 15

Subscriber Consent and Legal Compliance ???

Answer 15

The responsibility for complying with local laws and regulations lies with the send. Most countries require an opt-in to send commercial emails.

Question 16

What are best practises for Good Opt-In Strategies?

Answer 16

Be transparent about the content and subscribers’ preferred sending frequency
Offer a signup incentive for subscribers (eg. discount)

Question 17

List 3 Good Opt-In Examples

Answer 17

Online form on the website or online store
Links on social media accounts
Analog (non-digital) form at events or in physical stores

Question 18

How do you create a Keyword Unsubscribe?

Answer 18

The Reply Mail Management can be set up to unsubscribe subscribers who responds to an email with certain keywords.

Question 19

What is an Email Client Unsubscribe

Answer 19

Subscribers can unsubscribe via the unsubscribe button provided by their email client. This functionality is available in most, but not all, email clients.

Question 20

What is the All Subscriber List used for in MC?

Answer 20

The All Subscribers List helps to monitor and manage subscriber status. MC cross-references this list for each email send to check the current subscriber status.

Question 21

What does the Subscriber Status on All Subscribers List determine?

Answer 21

Whether a subscriber can receive emails from MC. If the status is ‘unsubscribed’ the subscriber can no longer receive commercial emails.

Question 22

How does Send Relationship work with email sending in MC.???

Answer 22

Defines which field shall be used to cross-check a record from a Sendable Data Extension with the Subscriber Key on the All Subscribers List and check the current subscriber status.

Question 23

Subscriber Status : Active???

Answer 23

The subscriber has opted-in to receive commercial emails.
Any new subscriber on the All Subscribers List automatically has ‘Active’ status.

Question 24

Subscriber Status : Unsubscribed

Answer 24

The subscriber has actively opted out of receiving emails. The subscriber will no longer receive commercial emails from MC.

Question 25

Subscriber Status : Bounced

Answer 25

MC was unable to deliver the last email/s to this subscriber. The subscriber can still receive emails.

Question 26

Subscriber Status : Held / Undeliverable

Answer 26

MC was unable to deliver emails multiple times. It is assumed that the email address is no longer valid, and the subscriber will no longer receive emails.

Question 26

Subscriber Status : Held / Undeliverable

Answer 26

MC was unable to deliver emails multiple times. It is assumed that the email address is no longer valid, and the subscriber will no longer receive emails.

Question 26

Subscriber Status : Held / Undeliverable

Answer 26

MC was unable to deliver emails multiple times. It is assumed that the email address is no longer valid, and the subscriber will no longer receive emails.

Question 27

What kind of emails require subscriber opt-in?

Answer 27

Emails that are considered as commercial under the CAN-SPAM regulation

Question 28

Which and practices should be avoided when acquiring subscribers?

Answer 28

Co-registration and buying or renting lists from other companies

Question 29

Can you import subscribers into the All Subscribers List?

Answer 29

Yes, you can import new subscribers directly into the All Subscribers List.