Email Marketing
This domain tests segmentation, consent, subscription types, deliverability, automation, A/B testing, and email metrics. The exam focuses on sending the right email to the right contacts with a lawful basis and measuring whether it worked.
Core rules
- Use subscription types to honor specific opt-ins; an unsubscribe from one type does not automatically remove a contact from all types.
- Send to engaged, permission-based lists. Purchased lists and blanket sends damage deliverability and may violate consent rules.
- Marketing emails are one-off sends; automated emails run from workflows and should exclude unsubscribed or unqualified contacts.
- A/B test one variable at a time, such as subject line or send time, and wait for enough volume before declaring a winner.
- Core metrics include delivered, open rate, click rate, click-through rate, unsubscribe rate, and bounce rate. Open rate is less reliable because of privacy features.
Worked example
A team wants to re-engage contacts who have not opened in 90 days. Build an active list of non-openers who are still subscribed, exclude anyone who has unsubscribed or has a hard bounce, then run a three-email sequence with a clear value reminder. If a contact still does not engage, move them to a lower-frequency segment rather than repeatedly emailing the full database. Measure click rate and unsubscribe rate, not just opens.
Traps
Emailing the entire database for every send; ignoring subscription types; using a misleading subject line; failing to exclude unsubscribed or bounced contacts; judging success by open rate alone; and running an A/B test with too small a sample.