Email Marketing
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Сертификат специалиста "Email Marketing" от HubSpot подтверждает Ваше умение по управлению и созданию маркетинга жизненного цикла, сегментации, дизайна электронной почты, поставляемости, аналитики и оптимизации для создания стратегии маркетинга по электронной почте, которая увеличивает и капитализирует бизнес.
Вопросы: экзамен состоит из 60 вопросов.
Время: на его прохождение отводится 180 минут.
Проходной балл: 85% и выше.
Сертификат появляется в профиле HubSpot Academy, и его можно распечатать.
Время: на его прохождение отводится 180 минут.
Проходной балл: 85% и выше.
Сертификат появляется в профиле HubSpot Academy, и его можно распечатать.
11423 шт.
Внимание !
Вопросы к тесту выложены исключительно в ознакомительных целях: количество вопросов может не совпадать с действительным, актуальность не поддерживается,- за решением теста Welcome to the cashier!
Which of the following is an email software feature that is critical to a successful inbound approach?
Social media sharing
Multivariate testing
Email templates
A contact database
Your contact database will naturally decay over time. Which strategy would be considered an inbound approach to replenishing your database?
Buying monthly lists of ideal customers' email addresses.
Lead generation using landing pages with helpful information and a form.
Trading your leads contact information with another business in your industry so that you can both send more email.
Send an email to everyone who has unsubscribed from your emails with the goal of getting them to resubscribe.
Email marketing is most relevant to these stages of the Inbound Methodology:
Close and Delight
Attract, Convert, and Close
Attract and Convert
Convert, Close, and Delight
When sending emails, segmenting your contact database allows you to do all of the following EXCEPT
Send emails to different devices
Send emails at the appropriate time
Send emails with personalized messages
Send emails to relevant people
You recently purchased a list of email addresses. The list includes names, company names, and email addresses. You plan to send an email to this list to introduce your company. Is this considered an inbound or outbound email marketing approach?
Inbound
Outbound
Both A & B
None of the above
Your business is launching a new product offering and plans to send an email notifying your customers of the launch. Since your company has customers in different industries, they will all be using the product for different reasons. How can you make sure that each customer receives an email that communicates the value of your new product?
Send the email from their account manager
Personalize the copy of the email based on industry
Change the call-to-action of the email based on industry
All the above
Your boss has asked you to create content comparing the benefits and value of the products you offer to your direct competitor. What stage of the Buyer’s Journey would this content fall under?
Solution
Identification
Consideration
Decision
Awareness
A potential buyer has identified five different ways to solve a problem they are currently experiencing. Which stage in the buyer’s journey is the buyer in while identifying these different solutions?
Decision
Awareness
Identification
Solution
Consideration
The Buyer’s Journey is the:
The research process a buyer goes through from becoming aware of a problem or opportunity to making a purchase decision from the buyer’s perspective.
The research process a buyer goes through from becoming aware of what an organization sells to making a purchase decision from the marketer’s perspective.
The research process a buyer goes through from becoming aware of what an organization sells to their eventual departure from that company from the buyer’s perspective.
The research process a buyer goes through from becoming aware of what an organization sells to making a purchase decision from the buyer’s perspective.
One of your leads recently downloaded a Whitepaper with information on how to build a remote team. Which stage of the Buyer’s Journey is that lead in?
Decision
Consideration
That lead is an opportunity and is not in a stage of the Buyer’s Journey
Awareness
Your team is falling short of a revenue goal for this quarter. Your VP of Customer Success wants to market a new services package to your customers and asks you to contact all people who have been customers for more than a year. How should you respond?
“We should segment this list more. We don’t want to try to upsell unhappy customers.”
No, I wouldn't recommend doing that. We should be using email for lead nurturing rather than promoting new services to our customers.
“How important is it for us to hit our revenue goal?”
"I can buy a small list to help boost the ROI too."
True or false? Once someone becomes a customer you should not email them anymore.
True
False
All of these are potential ways to determine which stage of the Buyer’s Journey a contact is currently in EXCEPT:
The number of emails they open
Webinars they register/attend
The content they download
Request to be contacted
When analyzing your company’s email sends for the last few months, you find that your company has been sending greymail. What is greymail?
emails sent to a purchased list
email that a contact has opted-in to receiving but never opens
emails blocked by your system after a contact has unsubscribed
when a contact continues to receive emails to a different email address after unsubscribing from your emails with their primary account
Contact Management and Segmentation
Your research team recently published a report and is eager for the marketing team to share it with contacts that would find it of interest. Karl on your team suggests you build a send list based on explicit data including job title. Kathy suggests building the list based on implicit data including previous website pages visited. Which approach will you take?
Karl’s explicit approach
A combination of Karl’s and Kathy’s approaches
Neither Karl’s nor Kathy’s approach
Kathy’s implicit approach
True or false? List segmentation is just as valuable for deciding who to send an email to as who not to send an email to.
True
False
True or false? A contact’s name, company, and job title are all examples of implicit data.
TRUE
FALSE
Your boss forwards you an email with a link to a vendor who sells email lists of industry contacts. He asks if you're interested in purchasing the list. How should you respond?
“We should not buy these lists as the contacts haven’t opted into receiving emails from us.”
“These lists won’t help us reach our sales goals as we legally can’t ask them to buy immediately.”
“That’s a great idea, we can grow our contact database quickly.”
“Yes, let’s purchase the lists that match our buyer personas.”
Fill in the blank: The two main ways that marketers should segment their contacts are ________ and _______.
the buyer’s journey, buyer personas
the buying process, buyer personas
location, the buying process
the buyer’s journey, the buying process
Your co-worker has created a list of all the leads who have not visited your blog in the last 90 days. What should your company do with these leads?
Send them an email with your top performing blog posts to try and entice them to engage.
Don’t bother trying to email them again. Remove them immediately from all send lists but keep them in your database.
Pass the list of leads over to sales so they can start calling them and selling your products/services.
Delete them. These leads are unengaged and probably won’t buy, so it’s not worth continuing to market to them.
Your company wants to start using a contact database to track, store and surface information about the people who interact with your business. They’ve asked you to do some research to find the best option to use. All of these should be on your checklist of required features for a good contact database EXCEPT:
A profile that records important information about each contact
Support for both marketing and sales activities
The ability to analyze social media conversations about your company
The ability to integrate with other software your company uses
Fill in the blank: To keep your contact database clean and up-to-date, it is important to _____________.
not send emails to unsubscribed contacts
limit the number of contact properties in your database
make sure your software integrations are communicating without errors
All of the above
in the blank: As a general rule, _________ subject lines improve open rates.
Shorter
Vague
Funnier
Longer
Why should every email you send have a plain text version sent with it?
Plain text emails generally perform better.
Studies have shown that most readers overwhelmingly prefer plain text emails.
They take less time to create than HTML emails.
Most inboxes will identify your email as spam without a plain text version.
The last few emails your company has sent have not performed well. Which of these would be a potential way to improve the open rate of your emails?:
Run an A/B test on the call-to-action of your emails.
Shorten the subject line.
Remove preview text.
Use words like “free” or “discount” to convey the value of your emails.
After analyzing your most recent email send, you realize that hardly anybody opened your email. All of these factors could have impacted your open rates EXCEPT:
The call-to-action
The from name
The subject line
The preview text
In a recent monthly management meeting, your boss mentions that he noticed a decline in open rates. He suggests that you look up the “best time to send emails” and start using that time. How should you respond to your boss?
“Great. Let’s consult the industry benchmarks and determine what send times other companies use.”
“There’s no such thing as a 'best time' to send emails.”
“We should continue to look into the decline in open rates, but that has nothing to do with the time that we send our emails.”
“Great. I’ll subscribe to several different companies’ blogs and see when they are sending emails. The average of that should give us the best time to send our emails.”
True or false? A higher open rate will result in a higher click-through rate.
True: A higher open rate means more people will see your email and click.
False: A higher open rate means more people will see your email, but they might not click.
True: A higher open rate automatically means you sent your email to more engaged people who will also click.
False: A higher open rate will result in a lower click rate.
How can you make sure that readers can take action on your email, even if the images don’t show up?
Send an email to your contacts asking them to disable image blocking
You should not use images in your email
Make a text-based call-to-action
None of the above
Your last email received great engagement from desktop users but performed poorly with mobile users. All of these would be great ways to improve mobile engagement for your next send EXCEPT:
Increase the size of your call-to-action
Use a responsive template
Decrease the font size
Use a single-column template
All of these are reasons to use the inverted pyramid to structure your content EXCEPT:
It limits distractions
It provides structure and clarity
It improves open rates
It facilitates conversions
“Analysis paralysis”, or a state of overthinking that stops people from making a decision, is a psychological theory about choice which you should consider when:
Determining the delay between email sends
Deciding who to send your email from
Including images in an email
Picking the number of calls-to-action you should have in your email
Which of these email types is a notable exception to the rule that you should only have one goal per email send?
Newsletter email
Retention email
Upsell email
Resell email
Before sending your email, you decide to send your co-worker a test email to review. He suggests adding in line breaks, margins, and increasing the spacing between the columns of your email. Which design principle is your co-worker referring to?
Break space
Positive space
Impact space
White space
After your last email send, your manager asks you why the email she opened in Outlook looks different than the one she approved. Moving forward, how could you make sure your email renders correctly for everyone?
Use tables for structure and placement
Use inline CSS to align every element properly
Use HTML for structure and placement
Use externally referenced CSS instead of internal CSS for structure and placement
Fill in the blank: ______ the density of information in an email typically ______ open rates.
Increasing, lowers
Increasing, improves
Decreasing, improves
Decreasing, lowers
In the most recent monthly marketing meeting, your coworker reports that email engagement has been trending down for the last three months. Your job is to determine the next course of action. What would you recommend your company does to improve their email engagement?
Ask your best customer to submit an appeal to the “Big 3” inbox providers
Move your lead and customer interactions to social media instead of using email
Stop sending emails to people who don’t interact with you
Pause sending emails for a month to let your sending reputation recover
In your most recent email send, you notice that the unsubscribe rate was high, but there were no spam complaints. What is the most likely explanation of what happened?
Your recipients did not expect to hear from you
Your recipients were expecting the email to come from a different address
Your recipients were expecting to receive a different type of content
Your recipients did not want to hear from you
Fill in the blank: While ______ all render content similarly, ______ display emails differently.
device types, operating systems
email clients, web browsers
operating systems, device types
web browsers, email clients
In an effort to improve your email deliverability, you are building out a checklist that every marketer should reference before sending an email. All of these things should be added to your checklist EXCEPT:
Do you know what expectations this contact had when giving us their email address?
Do you know how this contact ranks on the deliverability/engagement matrix?
Do you know the original source of this contact?
Do you have explicit permission from this contact to email them?
Fill in the Blank: An email bounce is ______.
An email that a recipient moves to the trash without opening.
An email that was rejected by a recipient’s mail server.
An email that was suppressed by your Email Service Provider.
An email that has been scheduled for a later send time.
You are examining the bounce messages you received from your most recent email send, and you’ve found multiple “550” or recipient bounce errors. With this new knowledge, what action should you take to improve your next email send:
Stop sending to this address
Stop using a link shortener
Add a plain-text version of the email to signal that the content is not spam
Make sure there are no spelling or grammatical errors in your email
All of these are examples of contacts you couldn’t email again EXCEPT:
A disengaged contact
A contact who marked your email as spam
An unsubscribed contact
A bounced contact
All of these are ways that you could correct a content bounce EXCEPT:
Remove spelling errors in your email
Add more text content to your email
Make sure all of your links are legitimate
Change the time of day your email is sent
Two of your coworkers are arguing about how to build a lead nurturing workflow. Coworker 1 insists that you have to start with a group of contacts and then choose a goal to nurture them toward. Coworker 2 is adamant that it’s best to start with a goal in mind and then choose a segment that would benefit from that goal. Who is right?
Coworker 1 - it’s always best to start with contacts and develop goals for them.
Coworker 2 - it’s always best to start with goals and find contacts who will benefit from them.
Neither - it’s best to start with 3 or 4 excellent emails and then identify contacts who will find them helpful.
Neither - as long as you have a group of contacts and a measurable goal, it doesn’t matter which one you start with.
All of these factors should influence your lead nurturing strategy EXCEPT:
Your business model
Your bounce rate
The number of leads you generate each month
The length of your buying cycle
True or false? Content and design are equally important in creating a great email.
TRUE
FALSE
You are looking to improve one of your company’s lead nurturing workflows by adding an additional email. All of these factors should impact the timing between these two emails EXCEPT:
The amount of content a contact has previously been sent
The length of your company’s buying cycle
The complexity of your company’s sales process
The amount of content your company has available to send
True or false? Sales should not contact a lead until they’ve been nurtured through lead nurturing emails.
True
False
You’ve been working for a company for several years and have recently identified that the typical sales cycle is around nine to twelve months. With this knowledge, you’ve recently tasked your new marketing intern to create a traditional lead nurturing workflow. The workflow is set to send four emails over six days to all of the contacts in your database. How can the intern make this workflow more effective?
Set a measurable and actionable goal
Send the emails to a specific segment of your database
Take into consideration the length of the sales cycle compared to the frequency of the emails
All of the above
Over the past year, your team has created content offers for all three stages of the buyer’s journey for your two buyer personas. It’s getting hard to follow up with all of the leads you are generating, so you suggest setting up lead nurturing. What is the best way to describe lead nurturing to your team?
Lead nurturing is the process of building relationships with prospects, with the goal of earning their business once they are ready.
Lead nurturing is the process of sending leads content that highlights your company’s competitive advantage with the goal of earning their business.
Lead nurturing is the process of convincing people to buy your product or services.
Lead nurturing is the act of sending automated emails to your prospects.
When you ask your coworker what they’re working on, they respond, “I’m trying to figure out the length and complexity of our lead's buying cycles. ” Based on their response, it’s safe to assume that they’re focused on which part of lead nurturing?
Figuring out how long a lead nurturing campaign should take to complete
Writing content for a new offer
Determining which buyer persona should get which lead nurturing campaign
None of the above
One of your coworkers recently warned that the deliverability and engagement of your previous email sends can impact the success of your future sends. Which of the following is correct?
No previous metrics impact future performance
All previous metrics impact future performance
Only previous deliverability metrics impact future performance
Only previous engagement metrics impact future performance
True or false? The sent metric represents the number of emails sent out before suppressions have been applied.
True
False
You have been tasked with creating a list of contacts that have unsubscribed from all email communication. Should you build this list?
Yes, you should create it to monitor the health of your contact database.
Yes, you should create so you can re-engage those that have unsubscribed after a year.
No, it is illegal to store contacts that have unsubscribed in your database.
No, you should be focusing your time on subscribers, not those that have unsubscribed.
In the most recent monthly management meeting, your boss asks you to determine why the last email campaign didn’t drive as many registrants as previously expected. What materials should you present at the next meeting?
Present an action plan for improvement
Present the data and an interpretation of what could be improved
Present the data and an interpretation of what went wrong
Present the data, an interpretation of what went wrong, and share an action plan for improvement
True or false? You are done optimizing your email program when your email metrics are outperforming the industry’s benchmarks
True
False
All of these are benefits of analyzing email marketing efforts EXCEPT:
You can run experiments
You can find patterns
You can track the direct business value of initiatives
You can gather insights about your competitors
While analyzing the quarterly results of your email marketing, you find that your emails are driving steady traffic to your website, but not many people are converting on your offers. Which of the following could NOT be the cause of this drop-off between traffic and conversions.
Your landing pages do not function well on mobile devices
The links in your email are incorrect
Your landing pages do not follow best practices
Poor alignment between the content of your emails and the offers on your landing pages
True or false? Segmented lists perform better than unsegmented lists.
True – segmented lists perform better because sending an email to fewer people means fewer people can ignore it.
False – unsegmented lists perform better because more people will unsubscribe from an unsegmented send, which allows you to weed out bad people from your database.
True – segmented lists perform better because they allow you to send a more contextualized email.
False – unsegmented lists will perform better because it forces you to write a broader message that appeals to everyone.
Which of the following would be an appropriate goal for an email send?
To get people to register for a webinar
A 3-7% click rate
A 30% engagement rate
20% open rate
You recently sent an email to a highly-segmented list of inbound leads. Despite your segmentation efforts and high lead quality, the click-rate of the email was below your expectations. All of these would be potential ways to improve your click-rate EXCEPT:
Stack the content to provide structure
Increase the size of your logo
Increase use of fonts, bolding, and italics
Use headers and subheaders
The two components of a bounce are the ______ and the ______.
code, email service provider
email service provider,
code, message
code, source
True or False: Performance on previous email sends will not impact future sends:
TRUE
FALSE
Your sales team has recently made themselves available to conduct free consultations with qualified leads. You plan to build out a lead nurturing workflow to promote this new offer. What should the goal of the lead nurturing workflow be?
To get people to click on a consultation request email
To get people to purchase a vacation
To get people to sign up for a free consultation
To get people to respond to a free consultation email
Your company has created a workflow that sends a webinar invitation to all of their contacts in a specific industry. Is that invitation a behavioral email?
No, because it isn’t triggered by an action the contact takes.
Yes, because it was sent to a specific segment of contacts with a specific goal in mind.
No, because it doesn’t take into consideration whether the contact is a good-fit customer.
Yes, because it encourages the contacts to perform a specific behavior (attending a webinar).
Upon arriving to work, you see a coworker looking at their computer with a perplexed expression on their face. When you ask them what they’re working on, they respond, “I’m trying to figure out the length and complexity of our company’s buying cycle.” Based on their response, it’s safe to assume that they’re focused on which part of lead nurturing:
Writing content for a new offer
None of the above
Determining which buyer persona should get which lead nurturing campaign
Identifying the time delay between each email send
Behavioral email is so effective because it removes the _____ from the day-to-day decision to send an email.
subscriber
lead
customer
marketer
Your boss wants to calculate the ROI of email marketing as a channel. All of these are required inputs for tracking the ROI of your email marketing EXCEPT:
Money invested in the campaign
The salary of the email marketer
The price of any stock images you use
Money generated in sales
True or false? You should never email a disengaged contact again.
True: You should never continue sending emails to people who are not engaged.
False: You should run an email re-engagement campaign before suppressing them.
All of these are reasons a contact would be automatically suppressed from receiving an email EXCEPT for a(n):
disengaged email address
unsubscribed email address
hard bounce
invalid email address
Which of the following would be considered an email conversion:
A contact who clicked on the call-to-action in an email
A contact who opened an email
A contact who downloaded an offer that was linked to in an email
A contact who opted-in to receiving emails
Why is it important to test email practices for your own business?
Because it’s impossible to replicate the style and content of another company’s emails.
Because other people’s practices are not appropriate for your business.
Because people might confuse you with another company.
Because each business’ circumstances and needs are unique.
True or False? You only need to optimize an email once.
True
False
What is the main reason unengaged users should be ignored when running an email experiment?
They won’t receive the email
They won’t click on your email
They won’t open your email
They will skew the results
Fill in the blank: The decay of your contact database________:
Is an indicator of friction in your email funnel
can be lowered to zero through optimization and testing
can only minimize to 10% per year, but not lower
is primarily a deliverability issue
Which of the following is a testable element for click-through rate?
Timing
Preview text
Call-to-action
Frequency
While doing your monthly reporting you notice a decline in the open rate of your blog subscriber emails. You decide to run an experiment, but before you can run the test you need to formulate a hypothesis. All of these factors should be considered when creating your hypothesis EXCEPT:
If you will have an opportunity to repeat the test
If you will be able to prevent database decay
If you will be able to test the hypothesis for a long enough period of time
If there will be enough people to engage with the experiment
Your company recently created a weekly email newsletter and already has 1,000 subscribers. You want to run an experiment to improve engagement with the emails, so your coworker suggests using the PIE framework. How will the PIE framework help you optimize your newsletter?
It will help you set up the optimization experiment
It will help you analyze the success of an A/B test
It will help you avoid database decay
It will help you determine which test to run first
Your coworker recently tested two different subject lines to see how they would impact the open rate of her most recent email send. She excitedly tells you that the first subject line won the test. How should you respond?
“Did you make sure you sent the email to enough contacts?”
“Nice! Send an email to the team and let them know to use your findings on all emails going forward.”
“Was the confidence level of the results 99%? Otherwise, it’s not statistically significant.”
“It only matters if you get the same result on three different email sends.”
You’ve decided that you want to set up an email optimization experiment. After you complete the first step, segmentation, you move on to the next three. What is the proper order for your next three steps?
Prioritizing experiments, identifying opportunities, designing experiments
Designing experiments, prioritizing experiments, identifying opportunities
Identifying opportunities, designing experiments, prioritizing experiments
Designing experiments, identifying opportunities, prioritizing experiments
Вопросы к тесту выложены исключительно в ознакомительных целях: количество вопросов может не совпадать с действительным, актуальность не поддерживается,- за решением теста Welcome to the cashier!
Which of the following is an email software feature that is critical to a successful inbound approach?
Social media sharing
Multivariate testing
Email templates
A contact database
Your contact database will naturally decay over time. Which strategy would be considered an inbound approach to replenishing your database?
Buying monthly lists of ideal customers' email addresses.
Lead generation using landing pages with helpful information and a form.
Trading your leads contact information with another business in your industry so that you can both send more email.
Send an email to everyone who has unsubscribed from your emails with the goal of getting them to resubscribe.
Email marketing is most relevant to these stages of the Inbound Methodology:
Close and Delight
Attract, Convert, and Close
Attract and Convert
Convert, Close, and Delight
When sending emails, segmenting your contact database allows you to do all of the following EXCEPT
Send emails to different devices
Send emails at the appropriate time
Send emails with personalized messages
Send emails to relevant people
You recently purchased a list of email addresses. The list includes names, company names, and email addresses. You plan to send an email to this list to introduce your company. Is this considered an inbound or outbound email marketing approach?
Inbound
Outbound
Both A & B
None of the above
Your business is launching a new product offering and plans to send an email notifying your customers of the launch. Since your company has customers in different industries, they will all be using the product for different reasons. How can you make sure that each customer receives an email that communicates the value of your new product?
Send the email from their account manager
Personalize the copy of the email based on industry
Change the call-to-action of the email based on industry
All the above
Your boss has asked you to create content comparing the benefits and value of the products you offer to your direct competitor. What stage of the Buyer’s Journey would this content fall under?
Solution
Identification
Consideration
Decision
Awareness
A potential buyer has identified five different ways to solve a problem they are currently experiencing. Which stage in the buyer’s journey is the buyer in while identifying these different solutions?
Decision
Awareness
Identification
Solution
Consideration
The Buyer’s Journey is the:
The research process a buyer goes through from becoming aware of a problem or opportunity to making a purchase decision from the buyer’s perspective.
The research process a buyer goes through from becoming aware of what an organization sells to making a purchase decision from the marketer’s perspective.
The research process a buyer goes through from becoming aware of what an organization sells to their eventual departure from that company from the buyer’s perspective.
The research process a buyer goes through from becoming aware of what an organization sells to making a purchase decision from the buyer’s perspective.
One of your leads recently downloaded a Whitepaper with information on how to build a remote team. Which stage of the Buyer’s Journey is that lead in?
Decision
Consideration
That lead is an opportunity and is not in a stage of the Buyer’s Journey
Awareness
Your team is falling short of a revenue goal for this quarter. Your VP of Customer Success wants to market a new services package to your customers and asks you to contact all people who have been customers for more than a year. How should you respond?
“We should segment this list more. We don’t want to try to upsell unhappy customers.”
No, I wouldn't recommend doing that. We should be using email for lead nurturing rather than promoting new services to our customers.
“How important is it for us to hit our revenue goal?”
"I can buy a small list to help boost the ROI too."
True or false? Once someone becomes a customer you should not email them anymore.
True
False
All of these are potential ways to determine which stage of the Buyer’s Journey a contact is currently in EXCEPT:
The number of emails they open
Webinars they register/attend
The content they download
Request to be contacted
When analyzing your company’s email sends for the last few months, you find that your company has been sending greymail. What is greymail?
emails sent to a purchased list
email that a contact has opted-in to receiving but never opens
emails blocked by your system after a contact has unsubscribed
when a contact continues to receive emails to a different email address after unsubscribing from your emails with their primary account
Contact Management and Segmentation
Your research team recently published a report and is eager for the marketing team to share it with contacts that would find it of interest. Karl on your team suggests you build a send list based on explicit data including job title. Kathy suggests building the list based on implicit data including previous website pages visited. Which approach will you take?
Karl’s explicit approach
A combination of Karl’s and Kathy’s approaches
Neither Karl’s nor Kathy’s approach
Kathy’s implicit approach
True or false? List segmentation is just as valuable for deciding who to send an email to as who not to send an email to.
True
False
True or false? A contact’s name, company, and job title are all examples of implicit data.
TRUE
FALSE
Your boss forwards you an email with a link to a vendor who sells email lists of industry contacts. He asks if you're interested in purchasing the list. How should you respond?
“We should not buy these lists as the contacts haven’t opted into receiving emails from us.”
“These lists won’t help us reach our sales goals as we legally can’t ask them to buy immediately.”
“That’s a great idea, we can grow our contact database quickly.”
“Yes, let’s purchase the lists that match our buyer personas.”
Fill in the blank: The two main ways that marketers should segment their contacts are ________ and _______.
the buyer’s journey, buyer personas
the buying process, buyer personas
location, the buying process
the buyer’s journey, the buying process
Your co-worker has created a list of all the leads who have not visited your blog in the last 90 days. What should your company do with these leads?
Send them an email with your top performing blog posts to try and entice them to engage.
Don’t bother trying to email them again. Remove them immediately from all send lists but keep them in your database.
Pass the list of leads over to sales so they can start calling them and selling your products/services.
Delete them. These leads are unengaged and probably won’t buy, so it’s not worth continuing to market to them.
Your company wants to start using a contact database to track, store and surface information about the people who interact with your business. They’ve asked you to do some research to find the best option to use. All of these should be on your checklist of required features for a good contact database EXCEPT:
A profile that records important information about each contact
Support for both marketing and sales activities
The ability to analyze social media conversations about your company
The ability to integrate with other software your company uses
Fill in the blank: To keep your contact database clean and up-to-date, it is important to _____________.
not send emails to unsubscribed contacts
limit the number of contact properties in your database
make sure your software integrations are communicating without errors
All of the above
in the blank: As a general rule, _________ subject lines improve open rates.
Shorter
Vague
Funnier
Longer
Why should every email you send have a plain text version sent with it?
Plain text emails generally perform better.
Studies have shown that most readers overwhelmingly prefer plain text emails.
They take less time to create than HTML emails.
Most inboxes will identify your email as spam without a plain text version.
The last few emails your company has sent have not performed well. Which of these would be a potential way to improve the open rate of your emails?:
Run an A/B test on the call-to-action of your emails.
Shorten the subject line.
Remove preview text.
Use words like “free” or “discount” to convey the value of your emails.
After analyzing your most recent email send, you realize that hardly anybody opened your email. All of these factors could have impacted your open rates EXCEPT:
The call-to-action
The from name
The subject line
The preview text
In a recent monthly management meeting, your boss mentions that he noticed a decline in open rates. He suggests that you look up the “best time to send emails” and start using that time. How should you respond to your boss?
“Great. Let’s consult the industry benchmarks and determine what send times other companies use.”
“There’s no such thing as a 'best time' to send emails.”
“We should continue to look into the decline in open rates, but that has nothing to do with the time that we send our emails.”
“Great. I’ll subscribe to several different companies’ blogs and see when they are sending emails. The average of that should give us the best time to send our emails.”
True or false? A higher open rate will result in a higher click-through rate.
True: A higher open rate means more people will see your email and click.
False: A higher open rate means more people will see your email, but they might not click.
True: A higher open rate automatically means you sent your email to more engaged people who will also click.
False: A higher open rate will result in a lower click rate.
How can you make sure that readers can take action on your email, even if the images don’t show up?
Send an email to your contacts asking them to disable image blocking
You should not use images in your email
Make a text-based call-to-action
None of the above
Your last email received great engagement from desktop users but performed poorly with mobile users. All of these would be great ways to improve mobile engagement for your next send EXCEPT:
Increase the size of your call-to-action
Use a responsive template
Decrease the font size
Use a single-column template
All of these are reasons to use the inverted pyramid to structure your content EXCEPT:
It limits distractions
It provides structure and clarity
It improves open rates
It facilitates conversions
“Analysis paralysis”, or a state of overthinking that stops people from making a decision, is a psychological theory about choice which you should consider when:
Determining the delay between email sends
Deciding who to send your email from
Including images in an email
Picking the number of calls-to-action you should have in your email
Which of these email types is a notable exception to the rule that you should only have one goal per email send?
Newsletter email
Retention email
Upsell email
Resell email
Before sending your email, you decide to send your co-worker a test email to review. He suggests adding in line breaks, margins, and increasing the spacing between the columns of your email. Which design principle is your co-worker referring to?
Break space
Positive space
Impact space
White space
After your last email send, your manager asks you why the email she opened in Outlook looks different than the one she approved. Moving forward, how could you make sure your email renders correctly for everyone?
Use tables for structure and placement
Use inline CSS to align every element properly
Use HTML for structure and placement
Use externally referenced CSS instead of internal CSS for structure and placement
Fill in the blank: ______ the density of information in an email typically ______ open rates.
Increasing, lowers
Increasing, improves
Decreasing, improves
Decreasing, lowers
In the most recent monthly marketing meeting, your coworker reports that email engagement has been trending down for the last three months. Your job is to determine the next course of action. What would you recommend your company does to improve their email engagement?
Ask your best customer to submit an appeal to the “Big 3” inbox providers
Move your lead and customer interactions to social media instead of using email
Stop sending emails to people who don’t interact with you
Pause sending emails for a month to let your sending reputation recover
In your most recent email send, you notice that the unsubscribe rate was high, but there were no spam complaints. What is the most likely explanation of what happened?
Your recipients did not expect to hear from you
Your recipients were expecting the email to come from a different address
Your recipients were expecting to receive a different type of content
Your recipients did not want to hear from you
Fill in the blank: While ______ all render content similarly, ______ display emails differently.
device types, operating systems
email clients, web browsers
operating systems, device types
web browsers, email clients
In an effort to improve your email deliverability, you are building out a checklist that every marketer should reference before sending an email. All of these things should be added to your checklist EXCEPT:
Do you know what expectations this contact had when giving us their email address?
Do you know how this contact ranks on the deliverability/engagement matrix?
Do you know the original source of this contact?
Do you have explicit permission from this contact to email them?
Fill in the Blank: An email bounce is ______.
An email that a recipient moves to the trash without opening.
An email that was rejected by a recipient’s mail server.
An email that was suppressed by your Email Service Provider.
An email that has been scheduled for a later send time.
You are examining the bounce messages you received from your most recent email send, and you’ve found multiple “550” or recipient bounce errors. With this new knowledge, what action should you take to improve your next email send:
Stop sending to this address
Stop using a link shortener
Add a plain-text version of the email to signal that the content is not spam
Make sure there are no spelling or grammatical errors in your email
All of these are examples of contacts you couldn’t email again EXCEPT:
A disengaged contact
A contact who marked your email as spam
An unsubscribed contact
A bounced contact
All of these are ways that you could correct a content bounce EXCEPT:
Remove spelling errors in your email
Add more text content to your email
Make sure all of your links are legitimate
Change the time of day your email is sent
Two of your coworkers are arguing about how to build a lead nurturing workflow. Coworker 1 insists that you have to start with a group of contacts and then choose a goal to nurture them toward. Coworker 2 is adamant that it’s best to start with a goal in mind and then choose a segment that would benefit from that goal. Who is right?
Coworker 1 - it’s always best to start with contacts and develop goals for them.
Coworker 2 - it’s always best to start with goals and find contacts who will benefit from them.
Neither - it’s best to start with 3 or 4 excellent emails and then identify contacts who will find them helpful.
Neither - as long as you have a group of contacts and a measurable goal, it doesn’t matter which one you start with.
All of these factors should influence your lead nurturing strategy EXCEPT:
Your business model
Your bounce rate
The number of leads you generate each month
The length of your buying cycle
True or false? Content and design are equally important in creating a great email.
TRUE
FALSE
You are looking to improve one of your company’s lead nurturing workflows by adding an additional email. All of these factors should impact the timing between these two emails EXCEPT:
The amount of content a contact has previously been sent
The length of your company’s buying cycle
The complexity of your company’s sales process
The amount of content your company has available to send
True or false? Sales should not contact a lead until they’ve been nurtured through lead nurturing emails.
True
False
You’ve been working for a company for several years and have recently identified that the typical sales cycle is around nine to twelve months. With this knowledge, you’ve recently tasked your new marketing intern to create a traditional lead nurturing workflow. The workflow is set to send four emails over six days to all of the contacts in your database. How can the intern make this workflow more effective?
Set a measurable and actionable goal
Send the emails to a specific segment of your database
Take into consideration the length of the sales cycle compared to the frequency of the emails
All of the above
Over the past year, your team has created content offers for all three stages of the buyer’s journey for your two buyer personas. It’s getting hard to follow up with all of the leads you are generating, so you suggest setting up lead nurturing. What is the best way to describe lead nurturing to your team?
Lead nurturing is the process of building relationships with prospects, with the goal of earning their business once they are ready.
Lead nurturing is the process of sending leads content that highlights your company’s competitive advantage with the goal of earning their business.
Lead nurturing is the process of convincing people to buy your product or services.
Lead nurturing is the act of sending automated emails to your prospects.
When you ask your coworker what they’re working on, they respond, “I’m trying to figure out the length and complexity of our lead's buying cycles. ” Based on their response, it’s safe to assume that they’re focused on which part of lead nurturing?
Figuring out how long a lead nurturing campaign should take to complete
Writing content for a new offer
Determining which buyer persona should get which lead nurturing campaign
None of the above
One of your coworkers recently warned that the deliverability and engagement of your previous email sends can impact the success of your future sends. Which of the following is correct?
No previous metrics impact future performance
All previous metrics impact future performance
Only previous deliverability metrics impact future performance
Only previous engagement metrics impact future performance
True or false? The sent metric represents the number of emails sent out before suppressions have been applied.
True
False
You have been tasked with creating a list of contacts that have unsubscribed from all email communication. Should you build this list?
Yes, you should create it to monitor the health of your contact database.
Yes, you should create so you can re-engage those that have unsubscribed after a year.
No, it is illegal to store contacts that have unsubscribed in your database.
No, you should be focusing your time on subscribers, not those that have unsubscribed.
In the most recent monthly management meeting, your boss asks you to determine why the last email campaign didn’t drive as many registrants as previously expected. What materials should you present at the next meeting?
Present an action plan for improvement
Present the data and an interpretation of what could be improved
Present the data and an interpretation of what went wrong
Present the data, an interpretation of what went wrong, and share an action plan for improvement
True or false? You are done optimizing your email program when your email metrics are outperforming the industry’s benchmarks
True
False
All of these are benefits of analyzing email marketing efforts EXCEPT:
You can run experiments
You can find patterns
You can track the direct business value of initiatives
You can gather insights about your competitors
While analyzing the quarterly results of your email marketing, you find that your emails are driving steady traffic to your website, but not many people are converting on your offers. Which of the following could NOT be the cause of this drop-off between traffic and conversions.
Your landing pages do not function well on mobile devices
The links in your email are incorrect
Your landing pages do not follow best practices
Poor alignment between the content of your emails and the offers on your landing pages
True or false? Segmented lists perform better than unsegmented lists.
True – segmented lists perform better because sending an email to fewer people means fewer people can ignore it.
False – unsegmented lists perform better because more people will unsubscribe from an unsegmented send, which allows you to weed out bad people from your database.
True – segmented lists perform better because they allow you to send a more contextualized email.
False – unsegmented lists will perform better because it forces you to write a broader message that appeals to everyone.
Which of the following would be an appropriate goal for an email send?
To get people to register for a webinar
A 3-7% click rate
A 30% engagement rate
20% open rate
You recently sent an email to a highly-segmented list of inbound leads. Despite your segmentation efforts and high lead quality, the click-rate of the email was below your expectations. All of these would be potential ways to improve your click-rate EXCEPT:
Stack the content to provide structure
Increase the size of your logo
Increase use of fonts, bolding, and italics
Use headers and subheaders
The two components of a bounce are the ______ and the ______.
code, email service provider
email service provider,
code, message
code, source
True or False: Performance on previous email sends will not impact future sends:
TRUE
FALSE
Your sales team has recently made themselves available to conduct free consultations with qualified leads. You plan to build out a lead nurturing workflow to promote this new offer. What should the goal of the lead nurturing workflow be?
To get people to click on a consultation request email
To get people to purchase a vacation
To get people to sign up for a free consultation
To get people to respond to a free consultation email
Your company has created a workflow that sends a webinar invitation to all of their contacts in a specific industry. Is that invitation a behavioral email?
No, because it isn’t triggered by an action the contact takes.
Yes, because it was sent to a specific segment of contacts with a specific goal in mind.
No, because it doesn’t take into consideration whether the contact is a good-fit customer.
Yes, because it encourages the contacts to perform a specific behavior (attending a webinar).
Upon arriving to work, you see a coworker looking at their computer with a perplexed expression on their face. When you ask them what they’re working on, they respond, “I’m trying to figure out the length and complexity of our company’s buying cycle.” Based on their response, it’s safe to assume that they’re focused on which part of lead nurturing:
Writing content for a new offer
None of the above
Determining which buyer persona should get which lead nurturing campaign
Identifying the time delay between each email send
Behavioral email is so effective because it removes the _____ from the day-to-day decision to send an email.
subscriber
lead
customer
marketer
Your boss wants to calculate the ROI of email marketing as a channel. All of these are required inputs for tracking the ROI of your email marketing EXCEPT:
Money invested in the campaign
The salary of the email marketer
The price of any stock images you use
Money generated in sales
True or false? You should never email a disengaged contact again.
True: You should never continue sending emails to people who are not engaged.
False: You should run an email re-engagement campaign before suppressing them.
All of these are reasons a contact would be automatically suppressed from receiving an email EXCEPT for a(n):
disengaged email address
unsubscribed email address
hard bounce
invalid email address
Which of the following would be considered an email conversion:
A contact who clicked on the call-to-action in an email
A contact who opened an email
A contact who downloaded an offer that was linked to in an email
A contact who opted-in to receiving emails
Why is it important to test email practices for your own business?
Because it’s impossible to replicate the style and content of another company’s emails.
Because other people’s practices are not appropriate for your business.
Because people might confuse you with another company.
Because each business’ circumstances and needs are unique.
True or False? You only need to optimize an email once.
True
False
What is the main reason unengaged users should be ignored when running an email experiment?
They won’t receive the email
They won’t click on your email
They won’t open your email
They will skew the results
Fill in the blank: The decay of your contact database________:
Is an indicator of friction in your email funnel
can be lowered to zero through optimization and testing
can only minimize to 10% per year, but not lower
is primarily a deliverability issue
Which of the following is a testable element for click-through rate?
Timing
Preview text
Call-to-action
Frequency
While doing your monthly reporting you notice a decline in the open rate of your blog subscriber emails. You decide to run an experiment, but before you can run the test you need to formulate a hypothesis. All of these factors should be considered when creating your hypothesis EXCEPT:
If you will have an opportunity to repeat the test
If you will be able to prevent database decay
If you will be able to test the hypothesis for a long enough period of time
If there will be enough people to engage with the experiment
Your company recently created a weekly email newsletter and already has 1,000 subscribers. You want to run an experiment to improve engagement with the emails, so your coworker suggests using the PIE framework. How will the PIE framework help you optimize your newsletter?
It will help you set up the optimization experiment
It will help you analyze the success of an A/B test
It will help you avoid database decay
It will help you determine which test to run first
Your coworker recently tested two different subject lines to see how they would impact the open rate of her most recent email send. She excitedly tells you that the first subject line won the test. How should you respond?
“Did you make sure you sent the email to enough contacts?”
“Nice! Send an email to the team and let them know to use your findings on all emails going forward.”
“Was the confidence level of the results 99%? Otherwise, it’s not statistically significant.”
“It only matters if you get the same result on three different email sends.”
You’ve decided that you want to set up an email optimization experiment. After you complete the first step, segmentation, you move on to the next three. What is the proper order for your next three steps?
Prioritizing experiments, identifying opportunities, designing experiments
Designing experiments, prioritizing experiments, identifying opportunities
Identifying opportunities, designing experiments, prioritizing experiments
Designing experiments, identifying opportunities, prioritizing experiments
Внимание !
Вопросы к тесту выложены исключительно в ознакомительных целях: количество вопросов может не совпадать с действительным, актуальность не поддерживается,- за решением теста Welcome to the cashier!
What is the definition of an email marketing strategy?
A strategy used to market products and services and nurture relationships in a human and helpful way through the use of the email channel.
A separate strategy outside of your inbound efforts that involves sending email.
A strategy for sending all types of email for your business, including sales emails and administrative emails.
A strategy around sending transactional email for your business.
How can email marketing fuel your overall inbound strategy?
Email marketing provides a one-to-one channel of communication.
Email marketing provides different types of email.
Email marketing syncs closely to your CRM.
Email marketing syncs data to external platforms.
What does it mean to create an inbound email marketing strategy?
Develop a way to send blast email, create conversations, and close customers.
Create a human, helpful, and customer-driven conversation and experience.
Create a human, inbound, and holistic experience.
Create a helpful, human, and lead-only driven conversation and experience.
Segmentation is an important piece of your inbound email marketing strategy. What does segmentation primarily help you do?
Send the right person the right message at the right time.
Create active lists for your business.
Segment contacts who you can’t connect with.
Segment the different functions of your business to target outreach and communication.
You’re looking to send an email to three different lists of contacts. You’ve created each segmented list based off where those contacts are in their research process with your company. What type of lists have you created?
Buyer’s journey lists
Buyer’s plan lists
Customer journey lists
User journey lists
The significance of segmentation, the power of personalization, and the impact of data-driven analysis are the three pillars of an _________.
effective inbound marketing strategy.
email marketing sending strategy.
email marketing and sales strategy.
effective email marketing strategy.
As An Inbound Professional You Might Be Sending Many Different Types Of Emails, Even One-To-One Communication Emails. What Will You Need To Send One-To-Many Emails?
Email sending provider
Email service program
Email service provider
Email sender program
If explicit data is information that is intentionally shared between a contact and a company, what is implicit data?
Information gathered from website activity
Information gathered from a form submission
Information gathered from implied behavior
Information gathered from user behavior
There are three best practices for creating a successful segmentation strategy. Two of them are having a clean and organized database and collecting the right information. What is the third?
Understanding implicit and explicit data
Sending at the right time
Having buyer personas
Segmenting by the buyer’s journey
Fill in the blank: A ___________ strategy is focused on using a software program to easily store and source a contact’s information, including their name, contact history, email information, and more.
contact management
contact organization
contact program
contact database
You can use your database and contact management strategy to do a few things: see the whole picture of every contact, organize contacts to keep a healthy database at all times, and what else?
Organize all the interactions you have.
Integrate your contact information with other tools you use.
Integrate with the other parts of your platform.
Integrate your email information with the other tools you use.
Fill in the blank: Inbound is the happy marriage between___________.
content and email
strategy and content
outbound and inbound
context and content
Each year your contacts database will decay, so to successfully cater to the needs and interests of your contacts, what do you need to begin with?
The right contacts in your database
The right program to analyze the trends
The right platform to bring in new contacts
The right strategy to measure the decay
If you have an offer that’s targeted towards your leads in your database and wouldn’t provide as much value to your customers, what could you segment by to send only to your leads?
Lifecycle stage
Contact property
Buyer’s journey
Buyer persona
To help you track the health of your database, you’ll typically want to have a few segments that help you monitor that health. What is one example of a segment to track health?
A segment that tracks all ineligible contacts
A segment that tracks all emails sent
A segment that tracks all actively subscribed contacts
A segment that tracks all contact sources
Fill in the blank: In your email marketing strategy, CATS refers to “the right content to the right audience ______________.”
at the right time equals success.
at the right time equals sending.
at the right term equals successful sending.
at the right test equals success.
When sending the right email, there are three key things you’ll need to understand: why you are sending that email, your goal, and the value you’re delivering to the person on the other end of the send. This gives you the foundation to __________.
set the right buyer personas to send email by setting appropriate segments in your database that will match with the content you’re creating
set the right template for your emails to send the most contextual message to the appropriate segments
set the right expectations with those receiving your email by setting an appropriate and contextual goal and then pairing that with information that will provide the most value
set the right foundations to send your transactional emails at the right time
There are three key components to sending the right email. Two of them are the right email and the right time. What is the third?
The right person
The right segments
The right email platform
The right buyer personas
You received an email this morning where the content didn’t align with the subject or the context in which you were receiving it. It was a jarring experience for you. What was this email not doing?
Creating the right email by bringing content and subject line together
Creating the right email by bringing content and context together
Creating the right email by bringing context and buyer personas together
Creating the right email by bringing inbound and email together
True or false? When you take a specific action on a website around a certain topic, and an email is triggered to you that follows up with additional educational content around that topic, this is an example of sending the right email.
True
False
What helps to ensure you deliver the right email to the right person?
Buyer personas
Segmentation
Buyer’s journey
Contact properties
Fill in the blank: Connecting the different stages of the buyer’s journey with the content you’re sending is an example of ____________.
alignment
relevancy
context
connection
Using the data you have on each of your contacts—such as when they open, click, and convert—and scheduling your emails to send when your contacts are mostly likely to engage with your email is the definition of what?
Send opportunity personalization
Send time property
Send delivering personalization
Send time personalization
True or false? On average, for every dollar spent on email, it has consistently produced anywhere from a $40-44 return.
True
False
What are the two key actions to look at when optimizing each part your email?
The segment and the open
The open and the click
The contacts and the goal
The subject line and the preview text
What is the definition of a conversion?
The completion of an open
The completion of a click
The completion of a desired action
The completion of all clicks
What is the ideal length of a subject line?
41–50 characters
55–75 characters
10–20 characters
75–100 characters
Fill in the blank: Words like “free” or “percent off” will not only trigger spam filters for your email, but will also ___________
have higher unsubscribe rates.
trigger better sales.
align with the content for coupons in the email.
not sound like the email is coming from a real person.
True or false? Email deliverability is the measurement and understanding of how successful a sender is at getting their marketing email into people’s inboxes.
True
False
What does email delivery refer to?
Whether or not a receiver accepts your email
Whether or not a contact opens your email
Whether or not a receiver clicks your email
Whether or not a receiver rejects your email
What is graymail?
Email you technically opted in to receive but do not really want.
Email you never opted in to receive and do not want.
Email you opted in to receive and engage with.
Email that’s delivered to your spam folder.
In the email world, consent can be defined as any time you collect verifiable permission from an email recipient to send them email. What is one way you can collect consent?
Selecting a checkbox to grant consent
Filling out a form
Selecting a checkbox in an email
Filling out a lead flow
Someone on your team hands you a list to send out your newest marketing email to. You have been working on this email for a while, and they said the contacts on this list will appreciate the content. As an inbound professional, you know you can’t send to a purchased or enriched list of contacts. You need more information about this list in order to send to them. How could you respond to your co-worker?
Do we have verifiable permission to send to them?
Perfect, thanks for giving this to me. I forgot to create a list for this email.
Perfect! Do we have their first names though? I want to add personalization.
Hold on. Where did this list come from? I want to know because I can probably add this list to all our emails now if you think they are a good fit for our content.
Through sources, permissions, and expectations, you’re taking a close look at the contacts lists that you’re sending email to. This will help you ______.
build trust
create segments
build segmentation
build email deliverability
True or false? If you cannot determine the source of your contacts, you have verifiable permission to send them.
True
False
What are the two buckets that your post-send metrics fall into?
Segmented and non-segmented
Opened and clicked
Positive and negative
Engaged and did not engage
True or false? Creating a consistent learning experience is a step in outlining the design of your marketing emails.
True
False
When sending emails and setting goals, you want to go beyond checkpoints of activities for your goals. What are examples of checkpoints of activity?
SMART goals
Segmentation
Engagement
Open and click rates
Which of the following is an example of a fundamental (s) of writing effective email copy.
Write for scalability.
Use the overall inbound tone.
Add preview text.
Have unsubscribe links.
A computer program that allows you to access and manage your email is the definition of what?
Email client
Email engagement
Email outsourcing
Email platform
Your email metrics are your listening device to refine and improve your marketing emails over time. What can your metrics help you track?
Segmentation
Buyer’s journey
Conversations across emails
Social interaction
What is the definition of analysis?
The detailed examination of anything complex in order to understand its nature or to determine its essential features.
The detailed examination of your emails specifically.
The examination of all your marketing efforts at all times.
The examination of how well you’re doing analysis.
True or false? You want to strive for a very little drop off between the number of people you sent to and the number of people you were able to successfully deliver to.
True
False
Fill in the blank: Return on investment is used in many aspects of your inbound strategy. In your email marketing strategy, it is defined as the overall return your ________.
email campaigns bring in from your business’ initial investment.
email segments bring in from your business’ initial investment.
emails deliveries bring in from your business’ initial investment.
email engagements bring in from your business’ initial investment.
Fill in the blank: Consistent analysis helps you discover _________.
trends
open rates
click rates
value
What is the first question you should ask yourself when testing your marketing emails?
Why am I running this test?
What am I testing?
Who am I testing with?
How long will my test run?
Using an A/B test, what can you test with your marketing emails?
Variations of your email
The subject line of your email
The body of your email
The segment of contacts
Which of the following is NOT a step in creating tests for your marketing emails?
Design your test.
Review and start your test.
Evaluate the segment of recipients you’re sending to.
Analyze your whole email marketing strategy performance.
Fill in the blank: ________ will give you the number for each email recipient sample size that will help yield conclusive results.
A significance test calculator
The results of your A/B test
The results of the pre-work of your A/B test
The purpose of your A/B test
When using a significance test calculator, what is the “margin of error” called?
Confidence interval
Confidence value
Confidence level
Confidence percentage
True or false? You need a dedicated A/B testing tool to run your A/B tests.
True
False
Lead nurturing can be defined as a way to build relationships. While building these relationships, there are key benefits to your business. Lead nurturing will help you build relationships by being the ___________.
timely, efficient, and targeted approach to connecting with your leads
timely, effective, and targeted approach to connecting with your contacts
timely, efficient, and targeted approach to connecting with your contacts
timely, efficient, and segmented approach to connecting with your contacts
True or false? Every test you run needs to have statistically significant results.
True
False
True or false? This an example of timeliness within lead nurturing: “A contact downloads a piece of content on ‘The Best Ways to Create Subject Lines for Email Newsletters.’ You and your company send a follow-up piece of content that builds off that subject, such as a blog post on how to write effective email copy.”
True
False
When planning an effective lead nurturing campaign, what is the first step that you should take as an inbound professional?
Setting goals
Creating content
Selecting personas
Identifying the timeline
Measuring and improving.
What is the the last step of running effective lead nurturing campaigns?
Setting goals
Selecting personas
Measuring and improving
Creating content
Identifying the timeline
In an interview with the HubSpot partner Campaign Creators, what did they say is one of the most important parts of their lead nurturing strategy?
Patience
Leads
Development
Communication
What is the definition of email deliverability?
The measurement and understanding of how successful a sender is at getting their marketing email into people’s inboxes
A program to get into people’s inboxes
The measurement of how successful a sender is at not getting lost in the spam folder
The measurement and understanding of spam filters
What are the three ways to look at your contacts list through?
Sources, permissions, expectations
Sources, expectations, delivery rate
Sources, clicks, opens
Sources, permissions, delivery rate
True or false? Are there three levels of opting in types?
True
False
When was the first email sent?
1980s
2000
1970s
1990s
When sending email you can segment contacts by their buyer personas. What is a buyer persona?
A buyer persona is an actual representation of your customer based on real data.
A buyer persona is a semi-fictional representation of your lead before they become a customer.
A buyer persona is a semi-fictional representation of your ideal customer.
A buyer persona is a tool you use to define your ideal customer.
Before emailing any contacts in your database, what question do you need to ask yourself or your team?
Do we have permission?
Do we have a segment of contacts?
Do we have a goal?
Do we have an email template?
Having an understanding of what you’re trying to achieve is the most important part of creating high-performing emails. What theme does this correlate to?
Setting a goal
Selecting a template
Discussing with your team
Sending your email
By adding the following copy to your email, what are you doing for your contacts? “Thanks for subscribing to my blog. I’m thrilled to have you here! You’ll be receiving updates from me on how to send better emails on a monthly basis, but if you’re looking to update your email preferences, you can do so anytime here. Invite your team members to subscribe because when we learn together, we grow together.”
Setting expectations
Subscribing them
Aligning content
Nurturing the contacts
True or false? Any email marketing vendor of value will not allow you to send to a purchased list
True
False
What is the average width of an email?
600 pixels
55 pixels
900 pixels
400 pixels
True or false? Your email outline is the actual template you’ll use for every email.
True
False
True or false? Analysis is only important in your inbound email marketing strategy.
True
False
What does the send metric help you analyze?
Any email recipients who was sent to and accepted your message.
Any email recipients who can’t be sent to because you do not have the legal basis of permission to send to them under GDPR.
Any email recipients who can’t be sent to either because they unsubscribed, bounced, or were suppressed.
Any email recipients who have opted in to receive your message and were sent to
What is one common cause of low click-through rates?
The email is trying to do too many things.
The email doesn’t have a CTA.
The email doesn’t have a link to a web-page version.
The email wasn’t sent to enough people.
How many contacts do you need on your list to run an A/B test?
At least 1,000
At least 50
At least 2,000
At least 500
When deciding to run an A/B test, your team discusses the length of time you want to run your test for. What should you and your team do to define the time range?
Decide that three hours is long enough because people never check our emails after that.
Try to test for 24 hours to give us enough time to produce statistically significant results.
Three hours is too long. We should only run it for an hour so we can make our decision faster.
We should review past emails we’ve sent to see where opens and clicks start to drop off, then identify the time frame we want to test in.
What is the definition of lead nurturing?
A process of building relationships with prospects with the goal of earning their business when they’re ready.
A marketing effort focused on engaging with only your leads in a way that encourages them to progress toward a specific action.
A marketing effort focused on engaging with your leads AND customers in a way that encourages them to progress toward multiple actions at the same time.
A sales effort focused on engaging with your warm leads in a way that encourages them to progress toward a purchase.
Software with the goal of automating your marketing actions is the definition of what?
Lead automation
Marketing automation
Services automation
Sales automation
A lead views a specific page on your website, say, your case study page. You then send targeted follow-up content like one of your more popular case studies. This is an example of what type of email?
Transactional
Marketing
Sales
Behavioral
When creating your overall lead nurturing strategy, what is something you want to keep in mind and make a part of your strategy?
Treating your contacts the way you want to be treated and showing them value
Contact management and segmentation
Lead rotation for handoff to sales
Only top-of-the-funnel contacts
When looking to send email to your contacts you need to collect what _______ to help build the trust you need to create lasting relationships with your contacts.
Verifiable permission
Email address
Email domain
Verifiable business name
Вопросы к тесту выложены исключительно в ознакомительных целях: количество вопросов может не совпадать с действительным, актуальность не поддерживается,- за решением теста Welcome to the cashier!
What is the definition of an email marketing strategy?
A strategy used to market products and services and nurture relationships in a human and helpful way through the use of the email channel.
A separate strategy outside of your inbound efforts that involves sending email.
A strategy for sending all types of email for your business, including sales emails and administrative emails.
A strategy around sending transactional email for your business.
How can email marketing fuel your overall inbound strategy?
Email marketing provides a one-to-one channel of communication.
Email marketing provides different types of email.
Email marketing syncs closely to your CRM.
Email marketing syncs data to external platforms.
What does it mean to create an inbound email marketing strategy?
Develop a way to send blast email, create conversations, and close customers.
Create a human, helpful, and customer-driven conversation and experience.
Create a human, inbound, and holistic experience.
Create a helpful, human, and lead-only driven conversation and experience.
Segmentation is an important piece of your inbound email marketing strategy. What does segmentation primarily help you do?
Send the right person the right message at the right time.
Create active lists for your business.
Segment contacts who you can’t connect with.
Segment the different functions of your business to target outreach and communication.
You’re looking to send an email to three different lists of contacts. You’ve created each segmented list based off where those contacts are in their research process with your company. What type of lists have you created?
Buyer’s journey lists
Buyer’s plan lists
Customer journey lists
User journey lists
The significance of segmentation, the power of personalization, and the impact of data-driven analysis are the three pillars of an _________.
effective inbound marketing strategy.
email marketing sending strategy.
email marketing and sales strategy.
effective email marketing strategy.
As An Inbound Professional You Might Be Sending Many Different Types Of Emails, Even One-To-One Communication Emails. What Will You Need To Send One-To-Many Emails?
Email sending provider
Email service program
Email service provider
Email sender program
If explicit data is information that is intentionally shared between a contact and a company, what is implicit data?
Information gathered from website activity
Information gathered from a form submission
Information gathered from implied behavior
Information gathered from user behavior
There are three best practices for creating a successful segmentation strategy. Two of them are having a clean and organized database and collecting the right information. What is the third?
Understanding implicit and explicit data
Sending at the right time
Having buyer personas
Segmenting by the buyer’s journey
Fill in the blank: A ___________ strategy is focused on using a software program to easily store and source a contact’s information, including their name, contact history, email information, and more.
contact management
contact organization
contact program
contact database
You can use your database and contact management strategy to do a few things: see the whole picture of every contact, organize contacts to keep a healthy database at all times, and what else?
Organize all the interactions you have.
Integrate your contact information with other tools you use.
Integrate with the other parts of your platform.
Integrate your email information with the other tools you use.
Fill in the blank: Inbound is the happy marriage between___________.
content and email
strategy and content
outbound and inbound
context and content
Each year your contacts database will decay, so to successfully cater to the needs and interests of your contacts, what do you need to begin with?
The right contacts in your database
The right program to analyze the trends
The right platform to bring in new contacts
The right strategy to measure the decay
If you have an offer that’s targeted towards your leads in your database and wouldn’t provide as much value to your customers, what could you segment by to send only to your leads?
Lifecycle stage
Contact property
Buyer’s journey
Buyer persona
To help you track the health of your database, you’ll typically want to have a few segments that help you monitor that health. What is one example of a segment to track health?
A segment that tracks all ineligible contacts
A segment that tracks all emails sent
A segment that tracks all actively subscribed contacts
A segment that tracks all contact sources
Fill in the blank: In your email marketing strategy, CATS refers to “the right content to the right audience ______________.”
at the right time equals success.
at the right time equals sending.
at the right term equals successful sending.
at the right test equals success.
When sending the right email, there are three key things you’ll need to understand: why you are sending that email, your goal, and the value you’re delivering to the person on the other end of the send. This gives you the foundation to __________.
set the right buyer personas to send email by setting appropriate segments in your database that will match with the content you’re creating
set the right template for your emails to send the most contextual message to the appropriate segments
set the right expectations with those receiving your email by setting an appropriate and contextual goal and then pairing that with information that will provide the most value
set the right foundations to send your transactional emails at the right time
There are three key components to sending the right email. Two of them are the right email and the right time. What is the third?
The right person
The right segments
The right email platform
The right buyer personas
You received an email this morning where the content didn’t align with the subject or the context in which you were receiving it. It was a jarring experience for you. What was this email not doing?
Creating the right email by bringing content and subject line together
Creating the right email by bringing content and context together
Creating the right email by bringing context and buyer personas together
Creating the right email by bringing inbound and email together
True or false? When you take a specific action on a website around a certain topic, and an email is triggered to you that follows up with additional educational content around that topic, this is an example of sending the right email.
True
False
What helps to ensure you deliver the right email to the right person?
Buyer personas
Segmentation
Buyer’s journey
Contact properties
Fill in the blank: Connecting the different stages of the buyer’s journey with the content you’re sending is an example of ____________.
alignment
relevancy
context
connection
Using the data you have on each of your contacts—such as when they open, click, and convert—and scheduling your emails to send when your contacts are mostly likely to engage with your email is the definition of what?
Send opportunity personalization
Send time property
Send delivering personalization
Send time personalization
True or false? On average, for every dollar spent on email, it has consistently produced anywhere from a $40-44 return.
True
False
What are the two key actions to look at when optimizing each part your email?
The segment and the open
The open and the click
The contacts and the goal
The subject line and the preview text
What is the definition of a conversion?
The completion of an open
The completion of a click
The completion of a desired action
The completion of all clicks
What is the ideal length of a subject line?
41–50 characters
55–75 characters
10–20 characters
75–100 characters
Fill in the blank: Words like “free” or “percent off” will not only trigger spam filters for your email, but will also ___________
have higher unsubscribe rates.
trigger better sales.
align with the content for coupons in the email.
not sound like the email is coming from a real person.
True or false? Email deliverability is the measurement and understanding of how successful a sender is at getting their marketing email into people’s inboxes.
True
False
What does email delivery refer to?
Whether or not a receiver accepts your email
Whether or not a contact opens your email
Whether or not a receiver clicks your email
Whether or not a receiver rejects your email
What is graymail?
Email you technically opted in to receive but do not really want.
Email you never opted in to receive and do not want.
Email you opted in to receive and engage with.
Email that’s delivered to your spam folder.
In the email world, consent can be defined as any time you collect verifiable permission from an email recipient to send them email. What is one way you can collect consent?
Selecting a checkbox to grant consent
Filling out a form
Selecting a checkbox in an email
Filling out a lead flow
Someone on your team hands you a list to send out your newest marketing email to. You have been working on this email for a while, and they said the contacts on this list will appreciate the content. As an inbound professional, you know you can’t send to a purchased or enriched list of contacts. You need more information about this list in order to send to them. How could you respond to your co-worker?
Do we have verifiable permission to send to them?
Perfect, thanks for giving this to me. I forgot to create a list for this email.
Perfect! Do we have their first names though? I want to add personalization.
Hold on. Where did this list come from? I want to know because I can probably add this list to all our emails now if you think they are a good fit for our content.
Through sources, permissions, and expectations, you’re taking a close look at the contacts lists that you’re sending email to. This will help you ______.
build trust
create segments
build segmentation
build email deliverability
True or false? If you cannot determine the source of your contacts, you have verifiable permission to send them.
True
False
What are the two buckets that your post-send metrics fall into?
Segmented and non-segmented
Opened and clicked
Positive and negative
Engaged and did not engage
True or false? Creating a consistent learning experience is a step in outlining the design of your marketing emails.
True
False
When sending emails and setting goals, you want to go beyond checkpoints of activities for your goals. What are examples of checkpoints of activity?
SMART goals
Segmentation
Engagement
Open and click rates
Which of the following is an example of a fundamental (s) of writing effective email copy.
Write for scalability.
Use the overall inbound tone.
Add preview text.
Have unsubscribe links.
A computer program that allows you to access and manage your email is the definition of what?
Email client
Email engagement
Email outsourcing
Email platform
Your email metrics are your listening device to refine and improve your marketing emails over time. What can your metrics help you track?
Segmentation
Buyer’s journey
Conversations across emails
Social interaction
What is the definition of analysis?
The detailed examination of anything complex in order to understand its nature or to determine its essential features.
The detailed examination of your emails specifically.
The examination of all your marketing efforts at all times.
The examination of how well you’re doing analysis.
True or false? You want to strive for a very little drop off between the number of people you sent to and the number of people you were able to successfully deliver to.
True
False
Fill in the blank: Return on investment is used in many aspects of your inbound strategy. In your email marketing strategy, it is defined as the overall return your ________.
email campaigns bring in from your business’ initial investment.
email segments bring in from your business’ initial investment.
emails deliveries bring in from your business’ initial investment.
email engagements bring in from your business’ initial investment.
Fill in the blank: Consistent analysis helps you discover _________.
trends
open rates
click rates
value
What is the first question you should ask yourself when testing your marketing emails?
Why am I running this test?
What am I testing?
Who am I testing with?
How long will my test run?
Using an A/B test, what can you test with your marketing emails?
Variations of your email
The subject line of your email
The body of your email
The segment of contacts
Which of the following is NOT a step in creating tests for your marketing emails?
Design your test.
Review and start your test.
Evaluate the segment of recipients you’re sending to.
Analyze your whole email marketing strategy performance.
Fill in the blank: ________ will give you the number for each email recipient sample size that will help yield conclusive results.
A significance test calculator
The results of your A/B test
The results of the pre-work of your A/B test
The purpose of your A/B test
When using a significance test calculator, what is the “margin of error” called?
Confidence interval
Confidence value
Confidence level
Confidence percentage
True or false? You need a dedicated A/B testing tool to run your A/B tests.
True
False
Lead nurturing can be defined as a way to build relationships. While building these relationships, there are key benefits to your business. Lead nurturing will help you build relationships by being the ___________.
timely, efficient, and targeted approach to connecting with your leads
timely, effective, and targeted approach to connecting with your contacts
timely, efficient, and targeted approach to connecting with your contacts
timely, efficient, and segmented approach to connecting with your contacts
True or false? Every test you run needs to have statistically significant results.
True
False
True or false? This an example of timeliness within lead nurturing: “A contact downloads a piece of content on ‘The Best Ways to Create Subject Lines for Email Newsletters.’ You and your company send a follow-up piece of content that builds off that subject, such as a blog post on how to write effective email copy.”
True
False
When planning an effective lead nurturing campaign, what is the first step that you should take as an inbound professional?
Setting goals
Creating content
Selecting personas
Identifying the timeline
Measuring and improving.
What is the the last step of running effective lead nurturing campaigns?
Setting goals
Selecting personas
Measuring and improving
Creating content
Identifying the timeline
In an interview with the HubSpot partner Campaign Creators, what did they say is one of the most important parts of their lead nurturing strategy?
Patience
Leads
Development
Communication
What is the definition of email deliverability?
The measurement and understanding of how successful a sender is at getting their marketing email into people’s inboxes
A program to get into people’s inboxes
The measurement of how successful a sender is at not getting lost in the spam folder
The measurement and understanding of spam filters
What are the three ways to look at your contacts list through?
Sources, permissions, expectations
Sources, expectations, delivery rate
Sources, clicks, opens
Sources, permissions, delivery rate
True or false? Are there three levels of opting in types?
True
False
When was the first email sent?
1980s
2000
1970s
1990s
When sending email you can segment contacts by their buyer personas. What is a buyer persona?
A buyer persona is an actual representation of your customer based on real data.
A buyer persona is a semi-fictional representation of your lead before they become a customer.
A buyer persona is a semi-fictional representation of your ideal customer.
A buyer persona is a tool you use to define your ideal customer.
Before emailing any contacts in your database, what question do you need to ask yourself or your team?
Do we have permission?
Do we have a segment of contacts?
Do we have a goal?
Do we have an email template?
Having an understanding of what you’re trying to achieve is the most important part of creating high-performing emails. What theme does this correlate to?
Setting a goal
Selecting a template
Discussing with your team
Sending your email
By adding the following copy to your email, what are you doing for your contacts? “Thanks for subscribing to my blog. I’m thrilled to have you here! You’ll be receiving updates from me on how to send better emails on a monthly basis, but if you’re looking to update your email preferences, you can do so anytime here. Invite your team members to subscribe because when we learn together, we grow together.”
Setting expectations
Subscribing them
Aligning content
Nurturing the contacts
True or false? Any email marketing vendor of value will not allow you to send to a purchased list
True
False
What is the average width of an email?
600 pixels
55 pixels
900 pixels
400 pixels
True or false? Your email outline is the actual template you’ll use for every email.
True
False
True or false? Analysis is only important in your inbound email marketing strategy.
True
False
What does the send metric help you analyze?
Any email recipients who was sent to and accepted your message.
Any email recipients who can’t be sent to because you do not have the legal basis of permission to send to them under GDPR.
Any email recipients who can’t be sent to either because they unsubscribed, bounced, or were suppressed.
Any email recipients who have opted in to receive your message and were sent to
What is one common cause of low click-through rates?
The email is trying to do too many things.
The email doesn’t have a CTA.
The email doesn’t have a link to a web-page version.
The email wasn’t sent to enough people.
How many contacts do you need on your list to run an A/B test?
At least 1,000
At least 50
At least 2,000
At least 500
When deciding to run an A/B test, your team discusses the length of time you want to run your test for. What should you and your team do to define the time range?
Decide that three hours is long enough because people never check our emails after that.
Try to test for 24 hours to give us enough time to produce statistically significant results.
Three hours is too long. We should only run it for an hour so we can make our decision faster.
We should review past emails we’ve sent to see where opens and clicks start to drop off, then identify the time frame we want to test in.
What is the definition of lead nurturing?
A process of building relationships with prospects with the goal of earning their business when they’re ready.
A marketing effort focused on engaging with only your leads in a way that encourages them to progress toward a specific action.
A marketing effort focused on engaging with your leads AND customers in a way that encourages them to progress toward multiple actions at the same time.
A sales effort focused on engaging with your warm leads in a way that encourages them to progress toward a purchase.
Software with the goal of automating your marketing actions is the definition of what?
Lead automation
Marketing automation
Services automation
Sales automation
A lead views a specific page on your website, say, your case study page. You then send targeted follow-up content like one of your more popular case studies. This is an example of what type of email?
Transactional
Marketing
Sales
Behavioral
When creating your overall lead nurturing strategy, what is something you want to keep in mind and make a part of your strategy?
Treating your contacts the way you want to be treated and showing them value
Contact management and segmentation
Lead rotation for handoff to sales
Only top-of-the-funnel contacts
When looking to send email to your contacts you need to collect what _______ to help build the trust you need to create lasting relationships with your contacts.
Verifiable permission
Email address
Email domain
Verifiable business name
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Сертификат специалиста "Email Marketing" от HubSpot подтверждает Ваше умение по управлению и созданию маркетинга жизненного цикла, сегментации, дизайна электронной почты, поставляемости, аналитики и оптимизации для создания стратегии маркетинга по электронной почте, которая увеличивает и капитализирует бизнес.
