Email Marketing Flashcards

In Marketo, what is a 'smart list' used for within an email program?

Answer: To define the audience that will receive the email

A smart list filters your database using criteria to define exactly who qualifies to receive an email.

What does the 'from name' field in a Marketo email affect?

Answer: The sender identity displayed to recipients in their inbox

The 'from name' is the display name recipients see in their email client, influencing open rates and brand trust.

Which Marketo feature allows you to personalize email content based on a lead's field values?

Answer: Dynamic content

Dynamic content in Marketo swaps email sections based on segmentation criteria tied to lead field values.

What happens to a lead who clicks 'unsubscribe' in a Marketo marketing email?

Answer: Their 'Unsubscribed' field is set to true, blocking future marketing emails

Marketo sets the Unsubscribed field to true, preventing further marketing emails while keeping the record in the database.

In Marketo email analytics, what does 'click-to-open rate (CTOR)' measure?

Answer: The percentage of people who opened the email and also clicked a link

CTOR measures engagement quality by showing what portion of openers took action by clicking.

What is the purpose of a 'preheader' in a Marketo email?

Answer: It provides preview text displayed after the subject line in email clients

The preheader is the short text shown in inbox previews, supplementing the subject line to increase open rates.

Which sending practice helps maintain sender reputation when launching a new Marketo email domain?

Answer: IP warming by gradually increasing send volume over time

IP warming gradually increases send volume so ISPs build trust with the new sending IP before large-scale campaigns.