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Quizzes > Quizzes for Business > Marketing

Take the Email Deliverability Assessment Quiz

Evaluate Your Inbox Placement and Deliverability Score

Difficulty: Moderate
Questions: 20
Learning OutcomesStudy Material
Colorful paper art depicting elements related to Email Deliverability Assessment Quiz.

Take this Email Deliverability Assessment Quiz to evaluate how effectively your messages reach subscribers' inboxes. Designed for marketers, IT specialists, and communications pros, this deliverability test uncovers issues from spam filters to authentication gaps. Joanna Weib's engaging format guides you through each question while allowing you to freely modify it in our editor for custom training. After completion, you'll gain actionable insights to boost deliverability and enhance campaign performance. For deeper security nuts and bolts, try the Email Phishing Awareness Quiz, explore the Email Security Awareness Quiz, or discover more quizzes.

Which of the following best defines email deliverability?
The ability of an email to successfully reach a recipient's inbox
The ratio of sent emails to bounced emails
The percentage of recipients who open an email
The overall quality of email content
Email deliverability specifically refers to whether messages successfully arrive in the intended inbox rather than metrics like opens or bounces. It focuses on delivery success rather than subsequent recipient actions or content evaluation.
Which authentication protocol uses DNS TXT records to specify authorized sending servers?
SPF
DKIM
SMTP
DMARC
SPF (Sender Policy Framework) uses DNS TXT records listing authorized IP addresses that can send mail for a domain. It helps ISPs verify that mail originates from permitted servers.
What is an email bounce?
When an email cannot be delivered to the recipient's server
When an email is opened multiple times
When a recipient forwards an email
When an email is marked as spam by a recipient
An email bounce occurs when the receiving mail server rejects a message due to issues like invalid addresses or full inboxes. Bounces negatively impact deliverability metrics and list health.
What is a spam trap?
A configuration in DKIM for signing messages
An email address used to identify senders who send unsolicited messages
A filter that automatically deletes marketing emails
A tool for measuring open rates
Spam traps are email addresses set up to catch senders who do not maintain proper list hygiene. They never belong to real subscribers and lead to blacklisting if messaged.
Why is a high spam complaint rate detrimental to deliverability?
It lowers sender reputation and increases filtering
It increases open rates
It improves engagement metrics
It has no effect on inbox placement
A high spam complaint rate signals to ISPs that recipients consider the messages unwanted, which harms sender reputation. Poor reputation directly reduces the likelihood of reaching inboxes.
Which metric most directly reflects an IP or domain's overall reputation to ISPs?
Sender Score
Bounce Rate
Open Rate
Click-Through Rate
Sender Score aggregates multiple reputation signals to provide a numerical value used by ISPs to assess sender trustworthiness. It is a primary indicator of overall reputation.
What is the primary purpose of DKIM in email authentication?
To enforce rejected messages
To attach a cryptographic signature to verify message integrity
To specify authorized sending IPs
To encrypt the email body
DKIM (DomainKeys Identified Mail) adds a cryptographic signature to outgoing messages, allowing the recipient server to verify that the content hasn't been altered and that it comes from an authorized domain.
In a DMARC record, what does a policy of p=reject enforce?
SPF and DKIM are disabled
Emails failing DMARC checks are blocked from delivery
Emails failing checks are tagged as spam but delivered
Reports are generated without affecting delivery
A DMARC policy of p=reject tells receiving servers to refuse any message that fails both SPF and DKIM alignment checks. This strict policy prevents unauthenticated messages from reaching inboxes.
What is an ISP feedback loop?
A tool for segmenting email lists
A retry mechanism for bounced emails
A service where ISPs report spam complaints back to senders
An automated system for DKIM signing
A feedback loop is a mechanism by which email providers inform senders about recipients marking messages as spam. This helps manage complaint rates and maintain list hygiene.
Which practice is essential for maintaining good list hygiene?
Purchasing third-party email lists
Increasing sending frequency arbitrarily
Including only HTML content
Regularly removing hard-bounced email addresses
Removing hard bounces prevents repeated delivery attempts to invalid addresses, improving sender reputation and deliverability. Buying lists or ignoring bounces introduces traps and complaints.
How is complaint rate calculated in email campaigns?
Opened emails divided by sent emails
Clicked links divided by opened emails
Spam complaints divided by total emails delivered
Bounced emails divided by sent emails
Complaint rate measures the proportion of delivered messages that recipients mark as spam. It is calculated by dividing the number of complaints by the total number of emails successfully delivered.
Why does segmenting an email list by engagement improve deliverability?
It sends more relevant content, reducing complaints and unsubscribes
It prevents the use of authentication protocols
It increases total sending volume rapidly
It guarantees higher open rates by forcing sends
Segmentation by past engagement ensures recipients receive content tailored to their interests, which lowers complaint rates and boosts positive engagement, thereby enhancing reputation.
What is a best practice for determining sending frequency to engaged subscribers?
Send emails at random intervals
Establish a consistent schedule based on subscriber preferences
Never send more than one email per day
Send emails as frequently as possible
Aligning sending frequency with subscriber preferences maintains engagement without causing fatigue. Consistency helps set expectations and reduces unsubscribes and complaints.
What does "warm-up" mean in the context of a new sending IP address?
Adding the IP to a public whitelist immediately
Gradually increasing email volume to build reputation
Skipping SPF and DKIM checks initially
Using the IP only for transactional emails
Warm-up involves starting with low email volumes and slowly increasing them to demonstrate consistent engagement and low complaint rates. This helps establish a positive sender reputation for the new IP.
How do blacklists typically affect email campaigns?
They automatically convert spam reports into unsubscribes
They block or flag emails as spam, reducing inbox placement
They have no impact if SPF is set correctly
They increase open rates by filtering content
When an IP or domain appears on a blacklist, many ISPs reject or route its emails to spam folders. This directly diminishes deliverability until the listing is removed.
A DMARC report shows SPF failures but DKIM alignment is passing for most emails. What is the best corrective action?
Remove the DMARC record until SPF passes
Disable DKIM since it already passes
Update the SPF record to include all authorized sending IPs
Change the DMARC policy to p=none permanently
SPF failures indicate missing authorized IPs in the SPF record. Updating SPF to list all valid servers ensures SPF alignment success alongside DKIM.
If your Sender Score is 90, what does this indicate about your sending reputation?
You have a high complaint rate
You have a very good reputation and high deliverability
You need to reduce sending volume drastically
You are on a major blacklist
A Sender Score near 90 signifies strong IP/domain reputation according to reputation services. High scores correlate with higher inbox placement rates.
Which advanced list hygiene method reduces the risk of hitting spam traps when re-engaging old contacts?
Disable unsubscribe links temporarily
Bulk resend old campaigns to all contacts
Implement a double opt-in re-confirmation for inactive subscribers
Purchase an engagement list from a partner
A double opt-in re-confirmation ensures subscribers genuinely want to remain on the list, thereby filtering out invalid or trap addresses. This approach minimizes risk when reconnecting with stale contacts.
What is BIMI and how can it improve email deliverability?
A format for sending marketing metrics to ISPs
A method for bypassing spam filters
A protocol for encrypting email bodies
A standard that displays verified brand logos in the inbox, boosting trust
BIMI (Brand Indicators for Message Identification) enables brands to show authenticated logos in recipients' inboxes. This visual cue builds trust and can improve open and engagement rates.
Your deliverability drops suddenly after a campaign. Content checks show no authentication issues. What should you analyze next?
Review recent content for spam trigger words and reduce over-personalization
Increase subject line length
Switch to a different email client display
Disable DKIM signing temporarily
Content filters often respond to spammy words or overly aggressive personalization. Analyzing and adjusting content elements can recover inbox placement when authentication is sound.
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Learning Outcomes

  1. Evaluate key factors affecting email deliverability rates
  2. Identify common causes of spam filtering and blacklisting
  3. Analyse sender reputation metrics to optimize email campaigns
  4. Apply best practices for authentication protocols (SPF, DKIM, DMARC)
  5. Demonstrate strategies to improve inbox placement success
  6. Master techniques for managing email list hygiene

Cheat Sheet

  1. Key factors affecting email deliverability - Dive into the magic behind emails that land in the inbox every time! You'll tackle sender reputation, engaging content, and happy readers to boost your delivery rates. arxiv.org
  2. Common causes of spam filtering - Did someone shout with ALL CAPS or use sneaky subject lines? Those tricks scream spam and can send your message straight to the junk abyss. arxiv.org
  3. Sender reputation metrics - Become a data detective by monitoring bounce rates, complaint counts, and spam-trap hits. These numbers help you fine-tune campaigns for stellar inbox success. arxiv.org
  4. Authentication protocols (SPF, DKIM, DMARC) - Suit up your emails with SPF, DKIM, and DMARC shields to prove you're the real sender. Spoofing villains won't stand a chance! en.wikipedia.org
  5. Inbox placement strategies - Get cozy with personalization and consistent sending schedules to win inbox hearts. A steady rhythm and tailored content keep you top of mind. arxiv.org
  6. Email list hygiene - Keep your list sparkly clean by pruning inactive subscribers and validating addresses. A tidy list means fewer bounces and happier recipients. arxiv.org
  7. Performance monitoring - Keep your eyes on open rates, click-throughs, and spam complaints to spot issues fast. Real-time feedback helps you adapt on the fly! arxiv.org
  8. Impact of content formatting - Avoid bulky attachments and embrace responsive design for a sleek look on any device. Clean, mobile-friendly emails boost deliverability and clicks. arxiv.org
  9. ISP feedback loops - Tap into ISP feedback loops to learn when recipients hit the spam button. These insights let you tweak campaigns and reduce complaints. arxiv.org
  10. Machine learning in spam filtering - Discover how AI algorithms sort spam from legit mail with pattern spotting and smart decisions. Leveraging ML can supercharge your deliverability strategy! arxiv.org
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