CEC Email Marketing & Automation 3

Question 1

What is 'email list hygiene' and why is it critical for ecommerce email programs?

Accepted Answer

Regularly removing invalid, bounced, and chronically unengaged contacts to protect deliverability

Answer

List hygiene involves routinely pruning invalid addresses, hard bounces, and long-term unengaged subscribers to maintain sender reputation, inbox placement rates, and accurate performance metrics.

Question 2

What distinguishes a 'browse abandonment' email from a 'cart abandonment' email?

Accepted Answer

Browse abandonment emails are triggered when a visitor views products without adding to cart; cart abandonment emails are triggered after items are added but not purchased

Answer

Browse abandonment fires when a visitor views a product or category page without adding to cart, making it an earlier-funnel signal than cart abandonment, which requires the add-to-cart action.

Question 3

What is the primary function of an email 'preference center' in an ecommerce program?

Accepted Answer

A subscriber-facing page where users can set email frequency, content type, and topic preferences

Answer

A preference center gives subscribers control over what they receive and how often, providing an alternative to full unsubscribing that reduces list churn while improving relevance.

Question 4

In the context of email deliverability, what is 'sender reputation'?

Accepted Answer

A score assigned to a sending IP address or domain that ISPs use to determine inbox placement

Answer

Sender reputation is a numeric score calculated by ISPs based on sending volume, bounce rates, spam complaint rates, and engagement, which determines whether emails land in the inbox or the spam folder.

Question 5

What is the recommended best practice for managing email subscribers who have not opened any emails for six or more months?

Accepted Answer

Run a targeted re-engagement campaign, then remove subscribers who still do not respond

Answer

Best practice is to attempt re-engagement with a dedicated campaign offering a compelling reason to stay; subscribers who remain unresponsive should then be removed to protect deliverability.

(CEC) Certified Ecommerce Consultant Practice Test

(CEC) Certified Ecommerce Consultant Practice Test

CEC Email Marketing & Automation 3