Email Marketing Best Practises (10%) - Subscriber Acquisition and Retention Flashcards
What is a Double Opt-In Process?
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.
When is Double Opt-In recommended?
It is recommended for all opt-in processes which use a signup form.
Why should you use Double Opt-In?
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.
What are the 3 types of opt-out available to subscribers via MC?
Global Unsubscribe
Universal Unsubscribe
List-Level Unsubscribe
What is the difference between ‘Universal Unsubscribe’ and ‘List-Level Unsubscribe’?
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.
What is a Global Unsubscribe?
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.
What 3 Opt-Out Methods are available to subscribers?
Unsubscribe Link/Button
Keyword Unsubscribe
Email Client Unsubscribe
What is the ‘Opt-Out Right’?
Commercial emails have to include a way to opt out of receiving emails at any time. MC provides several methods for unsubscribing.
How can Opt-Outs affect Sender Reputation?
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
What types of emails are affected by a subscriber opting-out?
Commercial emails only. Unsubscribed subscribers can still receive transactional emails.
What are the 4 statuses a subscriber can have on the All Subscribers list?
Active
Bounced
Unsubscribed
Held / Undeliverable
Which type of CAN-SPAM Classification requires opt-in consent to receive emails?
Commercial emails require opt-in. Transactional emails can be sent without explicit consent.
What is the most important factor in maintaining a good Sender Reputation?
Getting permission from subscribers to send emails to them.
How can sending unsolicited emails affect your Sender Reputation?
Any unsolicited email might result in spam complaints from subscribers. Which over time decrease your Sender Reputation.
Subscriber Consent and Legal Compliance ???
The responsibility for complying with local laws and regulations lies with the send. Most countries require an opt-in to send commercial emails.
What are best practises for Good Opt-In Strategies?
Be transparent about the content and subscribers’ preferred sending frequency
Offer a signup incentive for subscribers (eg. discount)
List 3 Good Opt-In Examples
Online form on the website or online store
Links on social media accounts
Analog (non-digital) form at events or in physical stores
How do you create a Keyword Unsubscribe?
The Reply Mail Management can be set up to unsubscribe subscribers who responds to an email with certain keywords.
What is an Email Client Unsubscribe
Subscribers can unsubscribe via the unsubscribe button provided by their email client. This functionality is available in most, but not all, email clients.
What is the All Subscriber List used for in MC?
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.
What does the Subscriber Status on All Subscribers List determine?
Whether a subscriber can receive emails from MC. If the status is ‘unsubscribed’ the subscriber can no longer receive commercial emails.
How does Send Relationship work with email sending in MC.???
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.
Subscriber Status : Active???
The subscriber has opted-in to receive commercial emails.
Any new subscriber on the All Subscribers List automatically has ‘Active’ status.
Subscriber Status : Unsubscribed
The subscriber has actively opted out of receiving emails. The subscriber will no longer receive commercial emails from MC.
Subscriber Status : Bounced
MC was unable to deliver the last email/s to this subscriber. The subscriber can still receive emails.
Subscriber Status : Held / Undeliverable
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.
Subscriber Status : Held / Undeliverable
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.
Subscriber Status : Held / Undeliverable
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.
What kind of emails require subscriber opt-in?
Emails that are considered as commercial under the CAN-SPAM regulation
Which and practices should be avoided when acquiring subscribers?
Co-registration and buying or renting lists from other companies
Can you import subscribers into the All Subscribers List?
Yes, you can import new subscribers directly into the All Subscribers List.
