Market Motive Email Marketing Practitioner
Which of the following scenarios best describes a "drip" email campaign (select all that apply): (review Email as Conversation: Drip Campaign Emails) -A non-member registers for a webinar; a series of automated follow-up emails are sent prior to, and after, the webinar -A new customer makes a purchase and an automated thank you email is sent -A non-member purchases a product based on an email that was sent to him by a member -A company purchases an email list and sends an email to the entire list. Then a month later, another email is sent to the entire list
A non-member registers for a webinar; a series of automated follow-up emails are sent prior to, and after, the webinar
As a general rule, your landing pages will be more effective when they include which of the following: -Graphics that reinforce the benefit of the product -Graphics that show people using your product -Graphics that show people smiling in front of their computer -Graphics that show people looking straight at the camera -Graphics that include arrows
Graphics that reinforce the benefit of the product
Which of the following offers the biggest advantage by eliminating invalid email addresses from your list: -Lowers the chance that your internet service provider believes you are sending out spam -Lowers the chance that your customer base believes you are sending out spam -Increases the chance that your email list members will stay on your list longer -Increases the chance that internet service providers will provide you with additional tools to clean up your list and send out emails faster
Lowers the chance that your internet service provider believes you are sending out spam
Which of the following is the biggest disadvantage to using the double opt-in method for email address acquisition: -Subscribers are more likely to opt out than with opt-in methods -Subscribers often don't realize they must click a follow-up link to officially register -Greater chance of spam bot email addresses getting onto your list -You will more than likely get a greater number of invalid email addresses than single opt-in
Subscribers often don't realize they must click a follow-up link to officially register
According to research, what aspect of the email testing has proven to be most effective: -The subject line -The creative content -The call to action -The time of day the email is sent -The day of week the email is sent
The subject line
Email marketers are predominantly finding that how many follow-up emails are most effective after a member has abandoned products in their shopping cart: -One reminder -Two reminders -Three reminders -Four reminders
Two reminders
Which of the following can trigger an automated email (select all that apply): -A logged-in customer browsing a product catalog -A logged-out user reading a product description -A logged-in customer abandoning their shopping cart -A completed purchase -A former customer's anniversary date
-A logged-in customer browsing a product catalog -A logged-in customer abandoning their shopping cart -A completed purchase -A former customer's anniversary date
Email blacklists include which of the following (select all that apply): -Domains -Servers -Individual people -Countries -Social media channels
-Domains -Servers
Which of the following can you expect from using an ESP that you more than likely cannot do if sending an email blast from your own computer (select all that apply): -Geo-delivery -Email bounces -Deliverability reports -Opt-out links in the email -A/B testing opportunities
-Geo-delivery -Deliverability reports
Scrubbing, or cleaning, your email lists once per month helps in which of the following ways (select all that apply): -Reduces bounce rates -Improves reputation with ISPs -Improves deliverability rates -Decreases CAN-SPAM violations
-Reduces bounce rates -Improves reputation with ISPs -Improves deliverability rates
Which of the following issues are known factors that create a bad email reputation for you and your ISP (select all that apply): -Too many invalid addresses -Low click-to-open ratios -No opt-out opportunity -Spam complaints -Low-converting email campaigns
-Too many invalid addresses -Low click-to-open ratios -No opt-out opportunity -Spam complaints
Which of the following creates the biggest advantage to using the single opt-in method for capturing email addresses: -You will more than likely get a greater number of registrations than double opt-in -You will more than likely get fewer "spam bot" email addresses than double opt-in -You can likely expect your spam complaints to decrease than with double opt-in lists -You can more than likely expect more responsive users than with double opt-in lists
-You will more than likely get a greater number of registrations than double opt-in
Choose the correct answer of how each channel rates for customer lifetime values, in a descending order. 1.Organic Search 2.Pay-per-click 3.Facebook 4.Email -1, 4, 3, and 2 -1, 2, 4, and 3 -2, 4, 3, and 1 -2, 1, 4, and 3
1, 2, 4, and 3
Your manager wants to send out a new email campaign. What time of day do you recommend sending the email to optimize the opportunity that the email will be read: -8:00am-10:00am (no review Creating the Email Part 2, Testing, Creative, and Design: Scheduling Emails) -11:00am-1:00pm -2:00pm-4:00pm -5:00pm-7:00pm -9:00pm-11:00pm
2:00pm-4:00pm
Which of the following best represents the general rule of thumb on email subject line length: -30 characters -50 characters -70 characters -90 characters
50 characters
Reports about email usage show which of the following statistic about email usage on mobile devices: -10% of email is read on a mobile device -30% of email is read on a mobile device -50% of email is read on a mobile device -70% of email is read on a mobile device
50% of email is read on a mobile device
Reportedly, how have consumers communicated about their preference towards email communications versus other sales-based marketing methods: -17% of consumers prefer email marketing -37% of consumers prefer email marketing -57% of consumers prefer email marketing -77% of consumers prefer email marketing
77% of consumers prefer email marketing
Under which of the following circumstances would you expect to get the most email registrations from non-members: -A "lightbox" pop-up with the message, "sign up to receive exclusive offers" -A form at the website footer with the message, "get our newsletter" -A form at the top of the website with the message, "sign up for our monthly newsletter" -A pop-under window with the message, "exclusive monthly discounts only through email"
A "lightbox" pop-up with the message, "sign up to receive exclusive offers"
Which of the following is recommended with regards to a "thank you," or follow-up email that follows an email receipt: -A "thank you" email is recommended to continue the conversation -A "thank you" email tends to annoy people and repel them away from a conversation -A customized "thank you," or follow-up email should be sent if the customer initiates the conversation after the receipt -A customized "thank you" email should be segmented individually by each product order
A "thank you" email is recommended to continue the conversation
If you were to be found guilty of a first-time offense of the CAN-SPAM Act for your email blast going out to 1000 people, which of the following could you expect to be the maximum penalty: -No fine -A $16,000 fine -A $160,000 fine -A $1,600,000 fine -A $16,000,000 fine
A $16,000,000 fine
The CAN-SPAM Act relates to which of the following: -Email marketing -Social media marketing -Direct mail marketing -Phone solicitations -A & B only -All of the above
A & B only
Which of the following best describes the custom audience feature on Facebook: -Ability to target an entire audience that follows a particular company page -Ability to target a segment of fans through non-promoted posts -Ability to target a group of Facebook users by uploading an email list to Facebook -Ability to target Facebook users through demographic information
Ability to target a group of Facebook users by uploading an email list to Facebook
On an email landing page, the call to action should ideally be found: -Above the fold -Immediately below the value proposition -At the top of the page -Immediately above the value proposition -In the page header
Above the fold
Which of the following is not subject to CAN-SPAM Act regulations: -Subject lines -FROM information -Email body -Opt-out links -None of these are subject to the regulation -All of these are subject to the regulation
All of these are subject to the regulation
Assume you work for an ISP. A client requests your approval to send out his own bulk email campaign via his own Outlook account. Which of the following is the most accurate response as to why you can't approve the request: -An inappropriate email blast, even if it's not sent from an approved vendor, can damage the reputation of the ISP -Following CAN-SPAM regulations, email blasts must be sent directly from the ISP -By not going through the ISP directly, the proper opt-out rules can't be adhered to -Outlook does not support bulk email blasts
An inappropriate email blast, even if it's not sent from an approved vendor, can damage the reputation of the ISP
The Lifetime Customer Value (LCV) Formula considers what three metrics: -Average value of a sale, number of repeat transactions, and average length of retention -Average value of a sale, customer life expectancy, and number of emails opened -Average value of a sale, frequency of visits to website, and level of customer engagement -Average value of a sale, number of repeat transactions, and number of emails opened
Average value of a sale, number of repeat transactions, and average length of retention
If you're using a 3rd party to send out your email marketing messages, who is ultimately responsible for CAN-SPAM Act violations: -The company who "owns" the marketing materials -The company sending the marketing materials -Both companies can be held responsible
Both companies can be held responsible
"(# of emails sent - # of bounce backs) / # of emails sent" represents which email list quality metric: -Delivery rate -Click to deliver rate -Open rate -Retention rate
Delivery rate
Using "and" in your email subject line does what to your email: -Creates additional value to your email message (no review Creating the Email Part 1, Name and Subject Lines: Concise Subject) -Dilutes the impact of your email message -Causes readers to ignore your email entirely -Compels your readers to keep reading past the initial paragraph offer
Dilutes the impact of your email message
Second only to point-of-sale requests by employees, which of the following is the next most popular manner in which to collect email addresses: -Directly on paper -Through a mobile SMS message -iPad or tablet -Online customer-initiated point of sale
Directly on paper
Which of the following option is the industry recommendation for opt-in lists: -Double opt-in -Single opt-in -Explicit opt-in -Assumed opt-in
Double opt-in
Which of the following option is the industry recommendation for opt-in lists: -Explicit opt-in -Single opt-in -Double opt-in -Assumed opt-in
Double opt-in
When scoring leads, which of the following is true: -Each type of lead data should be scored equally because they all carry the same value -Explicit data should be scored higher than implicit data because it carries more value -Implicit data should be scored higher than explicit data because it carries more value -Each piece of data should be scored according to the value that it has to the business
Each piece of data should be scored according to the value that it has to the business
Open rate data can be deceiving because of which of the following: -Email preview panes -Bounce rates from the landing page -Multiple opens by a single user -Lack of forwarded email data
Email preview panes
When considering the FROM line, what would you recommend to a company that is planning on sending out multiple emails over the coming months: -Ensure the FROM line is the same for every email -Consider different messages in the FROM line for every email -Use the same message in the FROM line for 2-3 months, then modify it, measuring the results of each -The FROM line should always be your company name only
Ensure the FROM line is the same for every email
When creating a marketing automation plan for your customers, you should plan to: -Identify the most common conversations and create content to be automated addressing them -Account for every possible customer scenario, and create content for each of these scenarios -Create custom content to be automated for each demographic, within each stage of the buying cycle, for every transaction -Determine how you will send your top scoring leads automated content as frequently as possible
Identify the most common conversations and create content to be automated addressing them
Marketing automation actions are automated by what basic formula: -Capture, then filter -Collect data, then analyze -Observe, then react -If this, then that
If this, then that
Which of the following is NOT one of the three main category types of triggers: -Inactive - based on lack of action -Immediate - based on immediate actions -Predictable - based on predictable events -Specific - based on specific segment information
Inactive - based on lack of action
Which of the following best describes explicit data: -Information that is inferred through observation -Information that is provided non-verbally through behavior -Information that is gained through data analysis -Information that is clearly stated by someone
Information that is clearly stated by someone
Testing across multiple industries and multiple campaigns, statistics show which of the following with regards to email landing pages: -An existing website page performs better -A dedicated landing page performs better -It's about 50-50 whether to use an existing page of dedicated page
It's about 50-50 whether to use an existing page of dedicated page
What do marketers report as their biggest obstacle to marketing automation: -Lack of budget for marketing automation -Not having the right automation software to fit business needs -Lack of an effective marketing automation strategy -Collecting enough contact information to automate messaging
Lack of an effective marketing automation strategy
The most critical section of the email marketing measurement funnel is which of the following: -Number of clicks from an email -Average value of a sale from an email -Number of conversions from an email -Lifetime value of an email customer -Percentage of email opens
Lifetime value of an email customer
A company sends out an offer via email and at the same time pays to run an ad on Facebook with the same offer. When these messages are delivered during the same time period, which of the following is the most probable outcome: -Prospects exposed to both messages are more likely to purchase -Prospects exposed to the email message alone are more likely to purchase -Prospects exposed to the Facebook ad alone are more likely to purchase -Prospects exposed to both messages are less likely to purchase
Prospects exposed to both messages are more likely to purchase
Which of the following list-building methods is LEAST recommended: -Grabbing the email address after the sale of your product -Through third party sponsorships -Purchasing an existing email list -Copying from business cards received at a trade show
Purchasing an existing email list
Which of the following has the greatest chance to start a conversation with potential customer who abandons your shopping cart: -Put the email address field at the top of the registration form -Set a cookie to bring the visitor back to the product page if they return to your site -Put the phone number field at the top of the registration form -Include your company email address in the shopping cart
Put the email address field at the top of the registration form
"(# of emails sent - # of bounce backs - # of unsubscribes) / # of emails sent" represents what email list quality metric: -Delivery rate -Click to deliver rate -Open rate -Retention rate (no review Email Measurement Part 1: Delivery Rate)
Retention rate
Considering the strategies surrounding subject lines, which of the following would make the better subject line: -Save some money for your honey on this Valentine sale -Register today to get discounts on future sale items plus blowout prices. Big savings inside! -FW: 50% off holiday gift ideas! -Find discounts and coupons and register for our next bargain day
Save some money for your honey on this Valentine sale
Which of the following is the quickest manner in which to validate whether or not your single opt-in email is a valid email address: -Track email addresses to an action on your next email blast -Send a single batch of welcome emails with a validation link for users to click -Measure bounce rates on your next email blast -Send a welcome email to see if the address "bounces back"
Send a welcome email to see if the address "bounces back"
"Batch and blast" refers to what email marketing method: -Sending the same marketing email to your entire list -Segmenting your marketing list and sending different emails to different groups of people -Separating your email list to ensure only sending a specific number of emails in a given day -Sending out rented or purchased email lists
Sending the same marketing email to your entire list
Which of the following Facebook posts is likely to generate the most email subscribers: -Click here to read our entire monthly newsletter on our website -Read our newsletter in the post below and subscribe to the newsletter on our website -Sign up for our newsletter to receive discounts and content not found anywhere else -Get notified through email when we post new content to our website
Sign up for our newsletter to receive discounts and content not found anywhere else
Spam laws are decided at which governmental level: -The World Wide Web Consortium (W3C) creates spam rules for all countries (no review Spam and Legal Issues: California's Anti-Spam Laws) -Each country has its own universal national spam laws -Spam laws can change from state to state
Spam laws can change from state to state (i think)
Which of the following represents a good way to test email campaign effectiveness: Ensure all links in an email go to the same place Test a variety of landing pages for the same email Use multiple calls to action across separate email campaigns Use one landing page for all links in an email
Test a variety of landing pages for the same email
On email landing pages, forms should ideally require how much information: -The bare minimum needed -The maximum amount of information that can fit above the fold -Email address only -Name, email address, and phone number
The bare minimum needed
Which of the following scenarios opens up the biggest opportunity to compromise your email marketing security: -The use of a 3rd party relay server -Sending email messages directly from your company server to another company server -Sending an email campaign through your ISP -Using an ESP to manage your very large, A/B testing email campaign -Developing too many custom marketing automation rules
The use of a 3rd party relay server
Responsive design ensures which of the following for your emails: -They look good on both desktop and mobile devices -They include clear calls to action -They include personalized messages -They include artistic elements that connect with the subject line
They look good on both desktop and mobile devices
The most effective manner in which to segment different campaigns that use the same landing page can be is through using which of the following: -Tracking codes -Landing page A/B tests -Email A/B tests -Server redirects
Tracking codes
Which of the following emails has a tendency to creates higher engagement than the others: -Promotional emails -Loyalty club emails -Information emails -Welcome emails
Welcome emails
Which type of automated message is opened most frequently: -Informational series -Welcome series -Promotional series -Daily news series
Welcome series
You are the email marketing specialist for your company. Your boss gets an idea to send out an email blast using the following FROM line: Discounts Inside. Don't miss out on these deals!" How do you handle his suggestion: -You compliment the strategy -You warn of the email garnering CAN-SPAM Act fines -You suggest shortening the amount of text -You change the period to a comma
You warn of the email garnering CAN-SPAM Act fines
Which of the following disadvantages would you most expect from using the single opt-in email list acquisition method: -It will take longer to build your email list than with double opt-in -You will get more invalid email addresses than double opt-in -You will turn more people away than with double opt-in -You won't be able to capture email addresses as effectively as with double opt-in
You will get more invalid email addresses than double opt-in
Which of the following is NOT included in good list hygiene removal practices: Zero-converting email addresses Email unsubscribes Undelivered email addresses Email bounces Opt-out requests
Zero-converting email addresses
Email conversion rates are most optimally derived from which of the following: -Received emails -Email opens -Clicks to the landing page (no) -Actions from the landing page -All of the above (no review Landing Pages: They Are Critical)
don't know
According to data, which of the following subject line message types create a greater percentage of email opens: -Fun -Direct -Relationships -Fear/Immediacy
fun
All outbound marketing emails are required to have which of the following: -A subject line -Company contact information -Clear purpose statement (no review Creating the Email Part 2, Testing, Creative, and Design: Best Organizational Principles) -An opt-out link
i don't know
When using a purchased email list, which of the following would you recommend as the best method to ensure the list is providing the proper ROI: -Send a different message to your paid list than to your typical list (no review 7 List-Building Tactics: Rent or Buy a List) -Measure your opt-out rates prior to purchasing your list vs after purchasing your list (no) -Segment/track the list from your "earned" email addresses when sending emails -Send half the list one email, and the other half a different email
i don't know