MKTG 470 Email Hubspot study guide

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

TRUE

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.

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

The three foundational pieces of lead nurturing are that it's timely, efficient, and targeted.

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

- brand - email client and device it's opened on

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

41-50 characters

What is a contact property?

A contact property is what will store the information you have on a specific contact

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.

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

Awareness, Consideration, Decision

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

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

Ending them too early

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

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

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

False

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

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

In a HubSpot survey of more than 1,500 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 select the right goal for your email. What is the second?

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

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 & The Right Time

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

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

True

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? Are there three levels of opting in types?

True - opt in , opt out, neutral

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 an email client?

a computer program that allows you to access and manage your email - they all render emails a little differently

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

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

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

What are the two foundational benefits of great email design?

communicates your message clearly and provides a consistent experience for your contacts

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

context and content

What is graymail?

email you did once opt into receiving but you are not engaging with

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

sources, permissions, expectations

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 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.

When looking to send email to your contacts you need to collect _______ to help build the trust you need to create lasting relationships with your contacts.

verifiable permission

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