Assignment: Chapter 9: Quiz

d. Gather customer data, analyze data for needs and values, execute and refine emails, evaluate metrics These steps may be taken multiple times, especially as responses enable refined actions.

According to the Rogers and Peppers group, the email marketing process is as follows: a. Analyze target audience, design email campaign, create contact list, send emails b. Gather customer data, set campaign goals, develop actions and incentives, execute emails c. Develop campaign goals, collect customer data, execute campaign, review and revise d. Gather customer data, analyze data for needs and values, execute and refine emails, evaluate metrics

a. A message that can be reasonably assumed to be relevant to the recipient This is a best practice, but is not required.

According to the U.S. CAN-SPAM Act, all of the following are required EXCEPT: a. A message that can be reasonably assumed to be relevant to the recipient b. Clear heading information c. A valid street address d. An unsubscribe or opt-out option

b. False It can be 2 to 3 times the RIO on direct mail

Email marketing is cheaper than direct mail but offers a lower ROI. a. True b. False

b. False Marketers have frequently chosen this as a way to get fewer, better quality leads.

Marketers have largely been forced into opt-in permissions levels because customers prefer it. a. True b. False

a. True This allows advertisers to deliver messages at ideal times and places, based on things like time zone.

One new option in mobile email marketing is the use of geo-targeting. a. True b. False

d. Have a deadline They should also have a clear next action to take.

Promotions and discounting emails should: a. Include multiple offers b. Avoid repetition c. Avoid tactics used in direct marketing d. Have a deadline

a. How companies can encourage permissions-based email by offering incentives and rewards For example, coupons and tips are provided alongside company information.

The example of Dreamfields Pasta shows: a. How companies can encourage permissions-based email by offering incentives and rewards b. The benefits of expanding email marketing even if it requires a greater initial outlay. c. How niche products help create community d. The dangers of emailing customers too frequently

b. False It should be in the upper left corner, but including it in the upper portion of the email is the most important overall.

The most important information in a marketing email should be placed in the upper right corner. a. True b. False

a. True More detailed or specific metrics may be gathered, but these are almost always included.

Typical metrics gathered from an email campaign are numbers delivered, opened, and clicked-through. a. True b. False

d. Email marketing presents a small but very reliable ROI. The estimated ROI is 4300%

Which of the following is NOT true about email marketing? a. Email marketing plays a big role in mobile marketing. b. Most marketers are planning to increase spending on email marketing. c. Email marketing methods are similar to direct mail. d. Email marketing presents a small but very reliable ROI.