Message Design Flashcards
Design for the top ____ pixels by ___ inches
600, 3
Make ___ look like ___
links, links
Minimize the use of _____
images
Minimize ___ and ___
copy, text
Make it easy to ____
unsubscribe
_____ subject lines and email content
Personalize
Avoid using ____
CSS
Minimize the use of ____ words
SPAM
Always ___
test
Use an optimized _____
subject line
Take advantage of _____ space
pre-header
Use a recognizable ____
from name
Make sure content is ____
relevent
Use a content ______
hierarchy
Optimize images for _____
images-off viewing
Use a clear _____
CTA
Make email _____ in any environment
actionable
4 key elements of mobile-awareness
single-column layout, large text, images and buttons, spacing out links and buttons
Define responsive design
advanced techniques that serve up versions of an email based on screen resolutions or email client. often require coding and multiple versions of emails
Where can you perform A/B testing?
subject lines, emails, content areas, from names, send date and time, preheaders
Metrics used to determine a/b testing winner
highest opens, highest click-through rate
4 testing tools in email studio
content detective, validation tool, send preview and test, a/b testing
Spam-filtering software that detects potential problem words in email copy (doesn’t scan html)
Content Detective
Confirms correct field syntax, rules, and AMPscript, and checks for unsub link and physical mailing address
Validation Tool
Previews personalization strings and dynamic content for testing purposes
Send Preview
Sends up to 5 email addresses at once, not all links active, not all personalization strings and dynamic content may be active
Test Send
Content Best Practices
Set number of emails, use alt text, have a content hierachy, well-branded content above the fold, use personalization, include default content, simple and clear value proposition
Email Approval Process
end user submits a created email for approval before sending, needs to be enabled by an admin
After unsubscribing from a publication list a subscriber can be resubscribed in this way
Manual
Subscriber Statuses
Active, bounce, undeliverable/held, unsubscribed
When associating a publication list to a send, if the subscriber’s email address does not exist on the publication list, what happens?
Email address is added to the list and the status becomes active
When a subscriber chooses to unsubscribe from a subscriber list or is marked unsubscribe on a publication list
List level unsubscribe
This can only exist one time and all data about an individual subscriber is stored based on this
Unique identifier
When creating a business unit in an enterprise account, what are the unsubscribe settings?
Business unit and Enterprise level
Where can a subscriber go to update their personal information?
Profile center
When sending to subscribers on a data extension, if the subscriber DOES NOT exist in all subscribers, what email address is used?
The email in the data extension
When sending to subscribers on a data extension, if the subscriber DOES exist in all subscribers, what email address is used?
The email in all subscribers
An event that occurs when a subscriber chooses to unsubscribe from every email sent from Marketing Cloud
Global unsubscribe
When a subscriber chooses to unsubscribe from every email sent from your company
Master unsubscribe
