Marketo Certified Expert Certification Practice Test

Which risk do marketers face when sending emails to an unverified list?

1. Increased bounce rates

2. Higher engagement

3. Less unsubscribes

4. Improved deliverability

The correct answer is: Increased bounce rates

When marketers send emails to an unverified list, the primary risk they encounter is an increased bounce rate. An unverified list may contain invalid or non-existent email addresses. When emails are sent to these addresses, many will bounce back, indicating that the email couldn't be delivered. This not only affects the sender's immediate campaign performance but can also have longer-term implications, such as harming the sender's reputation with email service providers. A higher bounce rate can lead to a decrease in deliverability for future campaigns, as email providers may label the sender as a spammer or block future emails altogether. This highlights the importance of maintaining a clean and verified email list to ensure that marketing efforts are effective and that engagement metrics remain positive. In contrast, the outcomes associated with higher engagement, less unsubscribes, and improved deliverability in this context cannot be realized when working with unverified lists, as these scenarios typically rely on sending to properly verified and engaged recipients.