Hubspot Email Marketing Certification

When was the first email sent? *

1970's

With subject lines, shorter is better. What is the average character length that will appear on a mobile device?

41-50 characters

What is the average width of an email? *

600px

When sending email, you can segment contacts by their buyer personas. What is a buyer persona? *

A buyer persona is a semi-fictional representation of your ideal customer

What is a contact property?

A contact property stores information about an individual contact

What is the definition of A/B Testing?

A method of comparing two versions of a webpage or app against each other

When you and your business decide you are going to run a test, what is one thing you need to have to get started?

A purpose for the test

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

What does the send metric help you analyze? *

Any email recipients who can't be sent to either because they unsubscribed, bounced, or were suppressed

How many contacts do you need on your list to run an A/B test? *

At least 1000

The buyer's journey has three stages? What are they?

Awareness, consideration, decision.

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

You have one goal for your email, and your CTA should drive the reader toward that goal. In addition to your CTA button, how else can you link to your CTA? *

By hyperlinking appropriate copy AND By editing alt-text AND By linking images to your offer

Your email metrics are your listening device to refine and improve your marketing emails over time. What can your metrics help you track? *

Conversations across emails

What does it mean to create an inbound email marketing strategy?

Create a human, helpful, and customer-driven conversation and experience

Two to the three steps to creating an outline for your email design are setting a goal and writing and designing the content. What's the third step?

Creating a consistent experience

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 context together

If explicit data is information that is intentionally shared between a contact and a company, what is implicit data?

Data that is gathered by the behavior of the user

Before emailing any contacts in your database, what question do you need to ask yourself or your team?

Do we have permission?

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 coworker? *

Do we have verifiable permission to send to them?

A computer program that allows you to access and manage your email is the definition of what?

Email client

How can email marketing fuel your overall inbound strategy?

Email marketing syncs closely to your CRM

What is graymail?

Email you technically opted in to receive but don't really want anymore

The number of valid email addresses that accepted your company's message is the definition of what metric? *

Emails delivered

What is one of the common mistakes when running A/B tests?

Ending them too early While not starting the test itself would be a big mistake, the most common mistake is ending the A/B test too soon

Sending the right email requires tactical aspects. Which of these are tactical aspects of sending the right email? *

Expectations, email layout, personalization

When sending emails and setting goals, you want to go beyond checkpoints of activities for your goals. What are examples of checkpoints of activity?

Open and click rates

There are three key components to sending the right email. Two of the are the right email and the right time. What is the third? *

The right person

Analysis is only important in your inbound email marketing strategy. (True or False?)

False

Do you have to use an A/B testing tool to run your tests? (True or False?)

False

If you cannot determine the source of your contacts, you have verifiable permission to send them. (True or False?) *

False

The email body copy, the body design/layout, the body images, the CTA, and the email signature are all elements that can affect the open rate of your email. (True or false?) *

False

To be compliant with CAN-SPAM law you only need to include your physical address in your footer. (True or False?)

False

Trust is not a factor of your lead nurturing strategy. (True or False?) *

False

You need a webdesigner to design your marketing emails (True or False?) *

False

Your email outline is the actual template you'll use for every email. (True or False?) *

False

You should send your company's emails from a generic email address, like [email protected] (True or False?)

False. You should send your emails from a personalized address the reader will recognize

There are three best practices for creating a successful segmentation strategy. What are they?

Having a clean and organized database Understanding implicit and explicit data Collecting the right information

What are the two foundational benefits of great email design?

It helps clearly communicate your message and helps you provide a consistent experience

What are the three foundational pieces of a lead nurturing strategy?

It's a timely, efficient, and targeted approach

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

Software with the goal of automating your marketing actions is the definition of what? *

Marketing automation

What is the last step of running effective lead nurturing campaigns? *

Measuring and improving

In a HubSpot survey of more than 1500 customers, what was voted the most important email element?

Mobile responsiveness

There are two main themes when creating high performing emails. One of these is to selecting the right goal for your email. What is the second?

Optimizing each part of your email to drive the conversions toward that goal Remember: Select the right goal, then optimize each part of the email to drive conversion towards that goal

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

What does Campaign Creators talk about as being so important to your lead nurturing strategy?

Patience Take the time and patience to develop these relationships through your campaigns and focusing on the value you are providing

What are the two buckets that your post-send metrics fall into? *

Positive and negative

There are three types of metrics you want to analyze and track. Two of them are individual email metrics and whole marketing channel metrics. What is the third?

Return on investment

What helps to ensure you deliver the right email to the right person? *

Segmentation

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

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

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 most likely to engage with your email is the definition of what?*

Send time personalization

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

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

What are the three ways to look at your contacts list through? *

Sources, permissions, expectations

What are the key parts to creating a consistent experience in your marketing emails?

The brand and the email client and device it's opened on

What is the definition of analysis? *

The detailed examination of anything complex in order to understand its nature or to determine its essential features.

What is one common cause of low click-through rates? *

The email is trying to do too many things.

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

To achieve the second theme of creating high performing emails, "optimizing for a conversation" you need someone to get into your email then compel them to take action. What do we look at when trying to focus on this conversion?

The open and the click

What are the two key actions to look at when optimizing each part of your email?

The open and the click

What is an email clickthrough rate?

The percentage of people who clicked on a link in your email after opening it

What is behavioral email?

The practice of sending automated, targeted emails to your contacts based on the historical interactions they've had with your company across channels

What is the definition of nurturing?

The process of building relationships with your prospects with the goal of earning their business when they're ready

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

There are three key components to sending the right email. The first is including the right content in the email. What are the second two?

The right person, which comes down to how you segment your contacts, and the right time Remember: Right contact, right time, right content

Any email marketing vendor of value will not allow you to send to a purchased list. *

True

Are there three levels of opting in types? (True or False?) *

True

Creating a consistent learning experience is a step in outlining the design of your marketing emails. (True or false?) *

True

Email delivered is defined as the number of valid email address that accepted your company's email. (True or False?)

True

Email marketing is about having a conversation with the person you're sending to. (True or False?)

True

On average, for every dollar spent on email, it has consistently produced anywhere from a $40-44 return (True or false?)

True

The AIDA model can be used to organize the structure of your emails (True or False?)

True

This is 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

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 or False?) *

True

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 or False?) *

True

Should you on average focus on testing only one variable at a time? (True or False?)

True When you test one variable of your email, you can accurately measure if that variable is affecting your results

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 the implicit and explicit data

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

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? *

We should review past emails we've sent to see where opens and clicks start to drop off, and then determined which time range we want to test it in.

What does email delivery refer to? *

Whether or not a receiver accepts your email

There are three key areas of analyzing your emails. Two of them are individual email metrics and return on investment. What is the the third?

Whole email marketing channel metrics

When using the Five Whys to help you set goals for your emails, what is the most important question you ask?

Why (Because this question relates back to the overall theme that sets the right goals for the emails)

What is the first question you should ask yourself when testing your marketing emails? *

Why am I running this test?

Which of the following is an example of a fundamental(s) of writing effective email copy. *

Write for scanability

In your email marketing strategy, CATS refers to "The right content to the right audience ____________ "

at the right time equals success

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

In the ____________ stage of the buyer's journey, the potential buyer has defined their problem and is actively researching different solutions.*

consideration

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

Inbound is the happy marriage between __________ *

context and content

The significance of segmentation, the power of personalization, and the impact of data-driven analysis are the three pillars of an __________ *

effective email marketing strategy

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

Without __________ for your emails, you won't know if your emails are successful or not *

goals

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?

integrate your contact information with other tools you use

Words like "free" or "percent off" will not only trigger spam filters for your email, but will also ___________. *

not sound like the email is coming from a real person

The snippet of copy that's pulled in from the body of your email is the ___________. *

preview text

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 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

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 contacts.

Consistent analysis helps you discover ___________ *

trends