Chapter 9: Quiz

According to the U.S. CAN-SPAM Act, all of the following are required EXCEPT:

A message that can be reasonably assumed to be relevant to the recipient

Which of the following is NOT true about email marketing?

Email marketing presents a small but very reliable ROI.

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

False

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

False

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

False

According to the Rogers and Peppers group, the email marketing process is as follows:

Gather customer data, analyze data for needs and values, execute and refine emails, evaluate metrics

Promotions and discounting emails should:

Have a deadline

The example of Dreamfields Pasta shows:

How companies can encourage permissions-based email by offering incentives and rewards

One new option in mobile email marketing is the use of geo-targeting.

True

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

True