Email Marketing Flashcards

What is the function of 'operational' emails in Marketo?

Answer: They bypass unsubscribe and communication limits, used for transactional messages

Operational emails are for transactional or critical communications and ignore standard unsubscribe/marketing suspension settings.

In a Marketo email A/B test, what metric is typically used to declare the 'winner'?

Answer: Open rate, click rate, or a custom metric defined before send

You select the winning metric (open rate, click rate, or engagement score) before launching the A/B test.

What does SPF (Sender Policy Framework) do to help Marketo email deliverability?

Answer: Authorizes Marketo's servers to send email on behalf of your domain

SPF is a DNS record that tells receiving mail servers which IP addresses are permitted to send email for your domain.

Which Marketo token type pulls data directly from a lead's record fields into email content?

Answer: Lead Tokens ({{lead.Field Name}})

Lead tokens use the syntax {{lead.Field Name}} to dynamically insert field values from the lead record into the email.

What is a 'soft bounce' in Marketo email delivery?

Answer: A temporary delivery failure, such as a full inbox or server unavailability

Soft bounces are temporary failures; Marketo will retry delivery and may suspend the address after repeated soft bounces.

How does Marketo's 'communication limits' setting protect your database?

Answer: It caps how many marketing emails a single lead can receive within a set time period

Communication limits prevent over-mailing individual leads by capping how many emails they receive per day or week.

What is the role of DKIM (DomainKeys Identified Mail) in Marketo email sending?

Answer: It adds a cryptographic signature to verify the email was sent from an authorized source

DKIM adds a digital signature to email headers that receiving servers verify, confirming the message wasn't altered in transit.