This post is a part of the Marketing Cloud Email Specialist Certification Tutorial Series
Email Sender Definitions
Sender Profile: Specifies the ‘From’ information – From Name, From Email, Description of the Sender
Delivery Profile: Specifies the IP Address the email is sending from, as well as configuring a standard Header and Footer profile
Send Classification: Defines the CAN-SPAM classification of the email (i.e. if the message is transactional or promotional), plus groups together the Send Profile, Delivery Profile, and Send Priority of each classification
Send Throttle: Allows you to send emails during the hours you specify, starting the day you send the email until all messages are sent. E.g. it can be configured that emails are only sent between 9am-5pm ET each day.
- What is the first thing you want your customers to see to entice them to open the message? Include an image of something they may have put in their cart.
- What can you include in the body to drive click-through rates? Provide a clear call to action to complete the purchase.
- How do you conclude the email to ensure you are keeping your brand top of mind? Recommendations provide a great way to keep your customer engaged.
Mobile aware vs. Responsive Templates
Mobile aware are user design tactics to create a single, mobile-friendly template that can work across all screen types. Often they are therefore single column, using large text, images, and buttons, and spaced out buttons and links
Responsive templates are designed to be responsive, serving up versions of an email that are optimized for a screen. It often involves extra coding or additional template design. When coding a responsive design for email, CSS3 Media Queries are used to activate the mobile version.
In Marketing Cloud you can perform A/B testing on:
- Subject Lines
- From Names
- Content Areas
- Send Date and Time
Testing Tools within the Marketing Cloud:
Content Detective – Spam filtering software to identify words, patterns, and phrases that are likely to trigger spam filters. It also suggests solutions to potential problems. It does not scan HTML code.
Validation – Will confirm Correct field syntax, content and data being used for Dynamic Rules are being used correctly, Guide Template Language and AMPScript is being used correctly and also validates for the presence of Unsubscribe link and From Email address.
Send Preview – Allows you to see how your email will render with Personalisation strings populated, Dynamic content displaying based on subscriber data, and Guide Template Language and AMPScript will be executed and the data will be displayed or the content will be rendered.
Test Send – Allows you to see how content will render, will send up to 5 email addresses at once, though personalization does not populate, dynamic content displays default content, AMPscript code and Guide Template Language is displayed, and not all links are active.
Check the other parts of the tutorial series – Marketing Cloud Email Specialist Certification Tutorial Series
- Part 1: Email Marketing Best Practices
- Part 2: Email Content Creation
- Part 3: Email Delivery
- Part 4: Email Message Design
- Part 5: Marketing Automation
- Part 6: Data Management
- Part 7: Subscribers Management
- Part 8: Data Segmentation
- Part 9: Tracking & Reporting
- Part 10: FTP Guide