Study first
Review the ideas behind the questions
These notes cover the campaign choices that affect permission, sender trust, list quality, tests, and engagement metrics.
Permission and unsubscribe basics
Email marketing starts with clear sender details and clear opt-out handling. A person should know who sent the message and how to stop receiving it.
- Commercial email subject lines should match the message.
- Marketing emails need a clear way to opt out.
- Opt-out requests must be honored within 10 business days under CAN-SPAM.
- A visible unsubscribe link also helps protect sender trust.
Sender setup and deliverability
Sender setup affects whether mailbox providers trust your messages. Gmail requires authentication for messages sent to personal Gmail accounts.
- SPF or DKIM is required for all senders to personal Gmail accounts.
- Bulk senders have extra requirements, including one-click unsubscribe for subscribed messages.
- People who do not open or read messages over time can hurt list quality.
- Using a consistent sender identity helps recipients recognize the email.
Campaign content and testing
The subject line, preview text, sender name, content, and call to action all affect how people respond to a campaign.
- Preview text gives a short glimpse of the email near the subject line.
- A/B tests compare versions of one email element.
- Test one meaningful change at a time when possible.
- Tags and segments can help send more relevant messages.
Metrics and list health
Email metrics help you see what happened after a campaign was sent, but each metric answers a different question.
- Open rate can help review subject lines and sender recognition, but it is not a complete success metric.
- Click rate is useful when you want to know whether people clicked links.
- A hard bounce means the email could not be delivered for a permanent reason.
- List cleanup helps keep future campaigns healthier.