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Metrics 202: Reputation

This 10-question quiz will delve into general email marketing metrics related to the 2018 Sender Score Benchmark Report. All questions are multiple choice and there’s no essay portion, but watch out for trick questions! At the end of the quiz, you’ll get a score and we’ll suggest some recommended reading. Ready to go? Sharpen those #2 pencils, Email Scholar… your time begins now.

To identify “good” from “bad” when determining what email to allow or block from their inboxes, mailbox providers judge...

  • A
    The incoming sender's reputation
  • B
    The relevance of the email content
  • C
    How many swear words are include in the email body text
  • D
    Just how good of a sale the email includes (higher percentage is better)

Your Sender Score is an evaluation of your sending practices compared to other senders. This is determined by...

  • A
    The likelihood of your email being read
  • B
    What type of a rating your email will receive (G, PG, PG-13, R)
  • C
    The quality of your messages and your email program
  • D
    How effective your email will be in terms of total profits

A marketer’s Sender Score is expressed as...

  • A
    A grade from A - F
  • B
    A rolling 12-month monthly average of total emails sent
  • C
    A bronze, silver, or gold medal designation based on short and long program
  • D
    A number between 0 and 100

In general, it is ________________ to send spam emails in 2018 than it was in 2012.

  • A
    Easier
  • B
    More difficult
  • C
    Trick question! We don’t know how the folks at Hormel Foods are faring when it comes to email marketing.
  • D
    I plead the fifth. I’m not admitting anything about sending spam without my attorney present.

While each mailbox provider has their own formula which assigns different weights and values to various components of sender reputation, the factors they include are generally the same. Three key metrics that factor into sender reputation are complaint rate, unknown user rate, and...

  • A
    Crab trap count
  • B
    Sand trap count
  • C
    Spam trap count
  • D
    Tripp Trapp count

When it comes to email marketing, a complaint is generated when...

  • A
    A mailbox user marks a message as junk or spam
  • B
    A mailbox user doesn't think your promotion is quite good enough
  • C
    A mailbox user isn’t a fan of your email’s color palette
  • D
    A mailbox user has spent way too much money with your brand lately because your emails are too convincing

Unknown users are email addresses that never existed, have been terminated by the mailbox provider, or were abandoned by the mailbox user. Senders who not only retain unknown users, but send to a high percentage of them, could face...

  • A
    Increased profits as people discover new brands
  • B
    A lowered reputation and deliverability as poor hygiene is viewed negatively by mailbox providers filtering calculations.
  • C
    Having the children in their life listen to Taylor Swift’s new album, Reputation, on repeat for weeks on end
  • D
    A strong correlation between bad sending practices and being summoned for jury duty

Spam traps are email addresses that don’t belong to active users and are used to identify both spammers and senders with poor data quality practices. Recycled spam traps are...

  • A
    Eco-friendly versions of regular spam traps
  • B
    The latest in upcycling
  • C
    Email addresses that were once held by a user, but have been abandoned and converted into spam traps
  • D
    A great way to repurpose old spam containers into something useful

After passing the gateway, emails are subjected to additional filters, including both reputation-based filtering and engagement-based filtering. Each mailbox provider has their own unique formula for evaluating reputation. As a result, senders may experience...

  • A
    Having to build separate versions of every email for each mailbox provider, device, and version
  • B
    Needing to warn subscribers of the need to open every email, every time, or all hell will break loose
  • C
    Segmentation of your lists so that you don’t send to different mailbox providers at the same time
  • D
    Different inbox placement rates at different mailbox providers

To conduct this study, Return Path analyzed over ____________ messages sent during 2017 from IP addresses whose Sender Score was calculated, and whose subscriber engagement and inbox placement data were available for analysis.

  • A
    6 trillion
  • B
    1 billion
  • C
    50
  • D
    6 million

Congratulations! You’ve earned top marks in your first class.

You have a strong understanding Sender Score and what it means. Your solid knowledge base enables you to optimize your email program and drive ROI for your brand – but because things change quickly, make sure to keep up on your studies. Check out some of the following resources to help you further expand your email expertise.

Quiz Congrats

You gave it the old college try… didn’t you?

A strong understanding of marketing metrics is important. By knowing how email works and what it is capable of, you can build a strong successful, email program that helps boost your brand and increase revenue. Restart your education with these helpful resources. And maybe try flash cards next time?

  •  Research Secrets of Best in Class Email Senders
    Secrets of Best in Class Email Senders
  •  Guide The Ultimate Guide to Email Deliverability
    The Ultimate Guide to Email Deliverability
  •  Research Sender Score Benchmark Report
    Sender Score Benchmark Report