Salesforce Certified Marketing Cloud Email Specialist — Question 130

Northern Trail Outfitters (NTO) has been sending email for about 10 years. A new marketing manager noticed NTO's deliverability continually decreased over the last year. NTO wants to grow its existing subscriber base and increase its ROI on email marketing by improving engagement with its subscribers.
Which three strategies will help improve NTO's email deliverability? (Choose three.)

Answer options

• A. Purchase lists from companies that guarantee users have opted in.
• B. Authenticate email sending to distinguish it from spammers.
• C. Purge old or inactive email addresses.
• D. Ensure the spam complaint rate is between 1% and 3%.
• E. Encourage subscribers to add the company's sending domain to their address books.

Correct answer: B, C, E

Explanation

Option B is correct because authenticating email sending helps ISPs recognize legitimate emails, thereby improving deliverability. Option C is also correct as purging old or inactive email addresses reduces the chances of bounces and enhances sender reputation. Option E is valid since encouraging subscribers to add the sending domain can improve email engagement. Options A and D are ineffective as purchasing lists can lead to deliverability issues and maintaining a spam complaint rate of 1% to 3% is not advisable.