Email Marketing Flashcards

Which Marketo feature allows you to test different subject lines to improve email open rates?

Answer: A/B testing with subject line as the test variable

Marketo's built-in A/B testing supports subject line as a test variable, sending each variant to a portion of the audience.

What does a 'spam trap' email address do to your Marketo sender reputation?

Answer: Sending to it signals poor list hygiene and can result in blacklisting

Spam traps are addresses used by ISPs and blocklist operators to catch senders with poor list management practices.

In Marketo email programs, what is the 'dashboard' used for?

Answer: Monitoring real-time performance metrics like opens, clicks, and unsubscribes for the program

The email program dashboard provides a live performance summary showing key engagement metrics for the sent email.

What is 'list fatigue' in email marketing and how does Marketo help address it?

Answer: Declining engagement from over-mailing leads; Marketo's communication limits and smart list filters help control frequency

List fatigue results from over-mailing, and Marketo's communication limits plus suppression filters help maintain healthy engagement rates.

When cloning an email in Marketo, which elements are copied along with the email asset?

Answer: The email HTML, subject line, from name, and from address settings

Cloning an email duplicates the content and configuration settings of the asset itself, not campaign logic or historical data.

What is the best practice for including a physical mailing address in Marketo emails?

Answer: It is required by CAN-SPAM to include a valid physical postal address in every commercial email

CAN-SPAM law mandates a valid physical postal address in every commercial email, typically placed in the footer.

In Marketo, what is the difference between 'approved' and 'draft' status for an email?

Answer: Only approved emails can be used in active send campaigns; draft emails cannot be sent

An email must be in approved status before it can be selected and deployed in a smart campaign or email program send.