Email Marketing Best Practices10% of the exam
Sender reputation, domain authentication and one-click unsubscribe
What mailbox providers judge a sender on, how a Sender Authentication Package or Private Domain authenticates Engagement sends, how one-click List-Unsubscribe works by default, where Gmail and Yahoo complaint data comes from, and the list-hygiene and cadence habits that protect inbox placement.
Given a customer scenario, differentiate elements of an email that can impact message deliverability.
~7 min read · 10 practice questions ·
What the exam expects
- Identify the factors that build or damage sender reputation, and rule out settings mailbox providers never see.
- Choose between a Sender Authentication Package (SAP) and Private Domain from what the customer needs, and explain why addresses added in From Address Management are not authenticated.
- Explain one-click unsubscribe on commercial sends and troubleshoot a missing unsubscribe option at Gmail.
- Say where Gmail and Yahoo complaint data comes from.
- Recommend sender, list-hygiene and cadence practices: recognizable From name, suppressing unengaged subscribers, sending what was promised.
- Key terms: sender reputation (mailbox providers' view of a sender's messaging quality); SAP (bundle of an authenticated private domain, link and image wrapping, a dedicated IP and Reply Mail Management); Private Domain (paid SPF, DKIM and DMARC authentication for the sending domain); List-Unsubscribe (headers that give one-click unsubscribe); feedback loop (a provider returning spam complaints to the sender).
Key facts
Primary reputation identity
- Detail
- Sending IP address; domain is secondary
Reputation factors
- Detail
- Complaints, invalid addresses, bounces, spamtraps, authentication, blocklists, engagement
Single-mailing bounce rate
- Detail
- Over 10% can get the IP blocklisted or shut down
Link and image wrapping
- Detail
- Offered only with an SAP
Pre-warmed IP
- Detail
- Doesn't exist; a new IP has no reputation
Add Email Address, Register Domain
- Detail
- Do not authenticate
One-click unsubscribe
- Detail
- Default on commercial messages; no configuration
List-Unsubscribe values
- Detail
- Generated from subscription_center_url; alterations not supported
Gmail complaints
- Detail
- No individual complaints; use Postmaster Tools
Yahoo complaints
- Detail
- Complaint Feedback Loop into _Complaint data view
Engagement Frequency data
- Detail
- Past 28 days, commercial emails only
Sources for this section (5)
- Sender reputationhelp.salesforce.com (opens in a new tab)
- Improve Email Deliverabilitytrailhead.salesforce.com (opens in a new tab)
- Set Yourself Up for Successful Deliverabilitytrailhead.salesforce.com (opens in a new tab)
- Bulk Sender Guidelines: Addendumhelp.salesforce.com (opens in a new tab)
- Einstein Engagement Frequencyhelp.salesforce.com (opens in a new tab)
- Why does the dedicated IP in a new SAP need warming?
- When do Yahoo complaints reach the _Complaint data view?
- Which identity is sender reputation primarily tied to?
- Which two headers carry one-click unsubscribe on commercial sends?
The questions are free to read. Answers with their sources and self-grading are included with the pack.
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