Adobe Campaign Business Practitioner (CBP) Certification Practice Exam

Which essential element should be included in the content of an email delivery?

1. A mirror link and unsubscribe link

2. Personalized content in the body

3. Vanity URLs

4. HTML scripting for the body

The correct answer is: A mirror link and unsubscribe link

An essential element to include in the content of an email delivery is a mirror link and unsubscribe link. The presence of these links serves multiple important functions. A mirror link allows recipients to view the email content in their web browser. This is particularly useful for individuals who may have email clients that do not render HTML content properly or for those who prefer reading emails online. Including this link enhances accessibility and ensures that all recipients can engage with the content. The unsubscribe link is a critical compliance element, as it allows recipients to opt-out of future communications easily. This is a requirement under regulations like the CAN-SPAM Act and the General Data Protection Regulation (GDPR), which mandate that organizations provide a clear and simple way for individuals to unsubscribe from communications. These links contribute to better list management and can enhance sender reputation by demonstrating respect for recipient preferences. While personalized content, vanity URLs, and HTML scripting can improve user engagement and functionality, they are not universally required in every email. The inclusion of a mirror link and unsubscribe link is not only essential from a legal compliance standpoint but also vital for user experience.