CBP Best Practices 5 — Questions and Answers
Question 1: What is the recommended best practice for managing Adobe Campaign's MTA (Message Transfer Agent) configuration to maximize deliverability?
- Set the highest possible sending throughput to minimize campaign duration
- Configure sending speed and IP warm-up ramps aligned with ISP reputation guidelines (Correct answer)
- Share all sending IPs across all clients on the platform to pool reputation
- Disable retry logic to prevent ISPs from flagging repeated delivery attempts
Correct answer: Configure sending speed and IP warm-up ramps aligned with ISP reputation guidelines
Configuring throughput and IP warm-up ramps that respect ISP expectations protects sender reputation and maximizes inbox placement rates.
Question 2: When building a reengagement campaign in Adobe Campaign, which targeting best practice should be followed?
- Target the entire inactive database with a single broad message
- Precisely define inactivity criteria (e.g., no open in 180 days) and use graduated re-engagement sequences (Correct answer)
- Import a manual list of contacts the sales team believes are inactive
- Send daily emails to inactive contacts until they either engage or unsubscribe
Correct answer: Precisely define inactivity criteria (e.g., no open in 180 days) and use graduated re-engagement sequences
Defining clear inactivity thresholds and using a graduated sequence respects recipient fatigue while progressively testing re-engagement signals.
Question 3: What is the best practice for Adobe Campaign external account configuration used to connect to SFTP or external databases?
- Store credentials directly in workflow JavaScript activities for easy access
- Configure credentials in secured external accounts and reference them by account name in workflows (Correct answer)
- Hard-code SFTP passwords in delivery template descriptions for documentation
- Share external account credentials via email with all Campaign operators
Correct answer: Configure credentials in secured external accounts and reference them by account name in workflows
Storing credentials in secured external accounts centralizes credential management and prevents plaintext exposure within workflow definitions.
Question 4: Which best practice should be followed when configuring email preheader text in Adobe Campaign?
- Leave the preheader blank so the email client auto-generates preview text
- Write a distinct, compelling preheader that complements the subject line without repeating it (Correct answer)
- Set the preheader to the full email body text to maximize preview space
- Use the company legal disclaimer as the preheader to ensure compliance visibility
Correct answer: Write a distinct, compelling preheader that complements the subject line without repeating it
A distinct preheader that complements the subject line increases open rates by giving recipients two independent signals about the email's value.
Question 5: What is the recommended best practice for using Adobe Campaign's enrichment activity in workflows?
- Run enrichment on the full database at campaign start to pre-populate all fields
- Apply enrichment only to the filtered target population to limit processing overhead (Correct answer)
- Replace enrichment activities with manual data imports for each campaign
- Enrich data after the delivery activity so it does not delay the send
Correct answer: Apply enrichment only to the filtered target population to limit processing overhead
Scoping enrichment to the filtered target population avoids processing unnecessary records and keeps workflow execution efficient.
Question 6: When configuring email tracking in Adobe Campaign, what is the best practice to ensure accurate click data?
- Disable tracking for all links to protect recipient privacy by default
- Enable tracking on relevant links and exclude tracking on unsubscribe and mirror page links to avoid skewed metrics (Correct answer)
- Track only the primary CTA and ignore all secondary links
- Use a third-party tracker on all links and disable Adobe Campaign's native tracking
Correct answer: Enable tracking on relevant links and exclude tracking on unsubscribe and mirror page links to avoid skewed metrics
Excluding system links (unsubscribe, mirror page) from click tracking prevents inflated or misleading click metrics while retaining insight on true engagement links.
Question 7: What is the best practice for Adobe Campaign campaign calendar planning to ensure smooth execution across a large team?
- Plan campaigns one week ahead to stay agile and respond to market changes quickly
- Maintain a rolling 4–6 week campaign calendar reviewed in weekly alignment meetings (Correct answer)
- Finalize the full annual calendar in January and make no adjustments throughout the year
- Assign campaign planning exclusively to the Campaign administrator with no team input
Correct answer: Maintain a rolling 4–6 week campaign calendar reviewed in weekly alignment meetings
A rolling 4–6 week calendar with regular team reviews balances strategic planning with the flexibility needed to respond to changing business priorities.
CBP Best Practices 5
What is the recommended best practice for managing Adobe Campaign's MTA (Message Transfer Agent) configuration to maximize deliverability?