Questions

What does the term “email header” mean in the context of deliverability?

• A snippet of code that contains important information about the sender
• A navigation bar that links back to categories on your site
• Email header is another term for a subject line

Explanation: n the technical world of deliverability, an email header (also known as an internet header) is the “metadata” or “passport” that accompanies every email. While it is mostly hidden from the average reader, it is the first thing an inbox provider looks at to decide if your message is safe. Technical Blueprint: The header is a block of code at the very top of the email’s source. It records every server the email passed through on its way from your ESP (like Klaviyo) to the recipient’s inbox. Authentication Results: This is where the results of your SPF, DKIM, and DMARC checks live. If an inbox provider sees a “Pass” in the header for these authentication protocols, they are much more likely to deliver the email to the inbox. Spam Scoring: Inbox providers like Gmail and Yahoo use the header to assign a “Spam Score.” If your header contains suspicious information—like a mismatched “From” address and “Reply-To” address—this score increases, and your email is more likely to be sent to spam.

Bola’s Baked Goods’ marketing manager is looking to monitor their email engagement. What are 2 metrics they might look at? (Select 2).

• Unsubscribe rate
• Form submit rate
• Click rate

Explanation: To monitor email engagement, Bola’s Baked Goods should focus on metrics that describe how recipients interact with the messages landing in their inbox. Click Rate: This is a “positive” engagement metric. It measures the percentage of recipients who clicked a link within your email. A high click rate indicates that your content is relevant and your calls-to-action (CTAs) are compelling enough to drive traffic back to your site. Unsubscribe Rate: This is a “negative” engagement metric, but it is equally important. It tells you how many people are opting out of your marketing after receiving an email. Monitoring this helps you understand if you are sending too many emails or if your content is no longer resonating with your audience.

Who has the biggest influence in deciding whether your messages are delivered to recipients or placed directly in spam?

• Your recipients
• The ESP you use to send messages
• Inbox providers

Explanation: While your recipients and your ESP both play important roles, Inbox providers (also known as Mailbox Providers or ISPs, like Gmail, Outlook, and Yahoo) have the final and most significant influence over where your message lands. The Gatekeepers: Inbox providers act as the “security guards” for the recipient’s inbox. They use complex proprietary algorithms and spam filters to scan every incoming email. The Decision Makers: They evaluate a massive range of signals to decide if an email is safe and wanted. If their filters give your email a “high spam score,” they will automatically divert it to the spam folder or block it entirely before the recipient ever sees it.

What kind of messages deliver non-promotional information triggered in direct response to a transaction-related event?

• Marketing messages
• Transactional messages
• Promotional messages

Explanation: Transactional messages are automated communications sent in direct response to a specific action a user has taken. Unlike marketing or promotional messages, which are designed to drive new sales and increase growth, transactional messages are operational and informative.