Email Marketing and Programs
Domain 3 tests email creation and program design: templates, modules, dynamic content, A/B tests, deliverability, compliance, and the program types used to send email. Expect questions on engagement and event programs, not just one-off sends.
Email assets
Design Studio holds templates; programs hold local emails. Modules and dynamic content let one email serve multiple segments. Tokens personalize copy and links. Always send test samples and check rendering. Marketing email requires an unsubscribe link and subscription center preference.
Program types
Email programs support batch sends and A/B tests. Engagement programs run nurture streams with cadence and transition rules; leads move through streams rather than through a single smart campaign. Event programs manage invitations, registration, and follow-up, while webinar integrations sync attendance.
Deliverability and compliance
Authenticate sending domains with SPF and DKIM, manage bounces, and honor communication limits. Operational emails may be exempt from limits, but marketing emails are not. GDPR and CAN-SPAM require a lawful basis, accurate sender identity, and easy opt-out.
Worked example: An A/B test on subject line splits the audience, runs long enough to reach significance, chooses a winner criterion such as clicks, then sends the winner to the remainder. Reasoning: early winner selection biases results, and open-based winners are weaker because privacy features inflate opens.
Traps: treating opens as reliable reads; sending marketing email without unsubscribe; using dynamic content without segmentation; adding leads to an engagement program without cadence; forgetting event follow-up campaigns.