Email Marketing Certification

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

41-50 characters

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

What is the ideal length of a subject line?

41-50 characters

What is the average width of an email?

600 pixels

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 the one thing you need to have to get started?

A purpose for the test

What is an email client?

An email client is a computer program that allows you to access and manage your email.

Which of the following is NOT a step in creating tests for your marketing emails?

Analyze your whole email marketing strategy performance

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 1,000

Fill in the blank: In an email marketing strategy you bring together the right content to the right audience ______________.

At the right time equals success

What does AIDA stand for?

Attention, interest, desire, action

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

Awareness, consideration, decision.

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?

Behavioral

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

There are three best practices for creating a successful segmentation strategy. One best practice is having a clean and organized database, and another is understanding implicit and explicit data. What is the third?

Collecting the right information

When using a significance test calculator, what is the "margin of error" called?

Confidence interval

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 of 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

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

Do we have permission?

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.

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 service provider

What is graymail?

Email you technically opted in to receive but do not really want.

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

True or False? You have to use an A/B testing tool to run your tests.

False

True or false? Analysis is only important in your inbound email marketing strategy.

False

True or false? Every test you run needs to have statistically significant results.

False

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

False

True or false? Trust is not a factor of your lead nurturing strategy.

False

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

Information gathered from user behavior

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.

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.

In a HubSpot survey of more than 1,500 customers, what was voted the most important email element?

Mobile responsiveness

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

What are the three levels of opt-in?

Opt-in, opt-out, and neutral

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

Optimizing each part of your email to drive the conversions toward that goal.

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

Send time personalization

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 a conversion?

The completion of a desired action

What is the definition of analysis?

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

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 conversion" 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 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 lead nurturing?

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

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

True or false: Should you on average focus on testing only one variable at a time?

True

True or false? Email delivered is defined as the number of valid email addresses that accepted your company's email.

True

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

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

Using an A/B test, what can you test with your marketing emails?

Variations of your email

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, then identify the time frame we want to test in.

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

Whole email marketing channel metrics

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

Why

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

Why am I running this test?

Fill in the blank: Inbound is all about the happy marriage between __________.

context and content

Fill in the blank: Without ________ for your emails, you won't know if your emails are successful or not.

goals

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

Fill in the blank: Consistent analysis helps you discover _________.

trends

When was the first email sent?

1970s

What is the ideal length of an email subject line?

41-50 characters

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.

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

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

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.

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?

Fill in the blank: Connecting the different stages of the buyer's journey with the content you're sending is an example of ____________.

relevancy

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

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?

*ALL OF THE ABOVE By hyperlinking appropriate copy By editing alt-text By linking images to your offer

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

*ALL OF THE ABOVE Expectations Email layout Personalization

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

False

True or 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.

False

True or false? You need a dedicated A/B testing tool to run your A/B tests.

False

True or false? You need a web designer to design your marketing emails.

False

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

False

True or false? Your email outline is the actual template you'll use for every email.

False

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 the last step of running effective lead nurturing campaigns?

Measuring and improving

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 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

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

When planning an effective lead nurturing campaign, what is the first step that you should take as an inbound professional?

Setting goals

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

The email is trying to do too many things.

Taking the essential pieces of any email and optimizing each piece to help drive conversions towards your set goal will help you create high-performing emails. What are these essential pieces?

The goal of why you're sending it and then the carefully designed components layered on top of each other

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

The open and the click

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

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

True or false? Any email marketing vendor of value will not allow you to send to a purchased list.

True

True or false? Are there three levels of opting in types?

True

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

True

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

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

True

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

True

True or false? The AIDA model can be used to organize the structure of your emails.

True

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

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

What does email delivery refer to?

Whether or not a receiver accepts your email

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

Write for scannability.

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.

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

Fill in the blank: In the _________ stage of the buyer's journey, the potential buyer has defined their problem and is actively researching different solutions.

consideration

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

Fill in the blank: 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.

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.

Fill in the blank: 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.

Fill in the blank: 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