we are a bunch of digital marketing industry professionals and digital marketing trainers. We take these digital marketing certification exams every month and share our experiences and discuss the questions and answers. we are sharing this for educational purposes. No commercial/sponsored association.
while you are appearing for the exam, you can come back to the post, Ctrl+F(Find)the question, and mark the answer in the question.
- A strategy used to market products and services and nurture relationships in a human and helpful way through the use of the email channel.
- A separate strategy outside of your inbound efforts involves sending an email.
- A strategy for sending all types of emails for your business, including sales emails and administrative emails.
- A strategy around sending transactional emails for your business.
When was the first email sent?
- The 1980s
- The 1970s
- The 1990s
How can email marketing fuel your overall inbound strategy?
- Email marketing provides a one-to-one channel of communication.
- Email marketing provides different types of email.
- Email marketing syncs closely to your CRM.
- Email marketing syncs data to external platforms.
What does it mean to create an inbound email marketing strategy?
- Develop a way to send blast email, create conversations, and close customers.
- Create a human, helpful, and customer-driven conversation and experience.
- Create a human, inbound, and holistic experience.
- Create a helpful, human, and lead-only driven conversation and experience.
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.
- Create active lists for your business.
- Segment contacts with who you can’t connect.
- Segment the different functions of your business to target outreach and communication.
When sending emails you can segment contacts by their buyer personas. What is a buyer persona?
- A buyer persona is an actual representation of your customer based on real data.
- A buyer persona is a semi-fictional representation of your lead before they become a customer.
- A buyer persona is a semi-fictional representation of your ideal customer.
- A buyer persona is a tool you use to define your ideal customer
You’re looking to send an email to three different lists of contacts. You’ve created each segmented list based on where those contacts are in their research process with your company. What type of lists have you created?
- Buyer’s journey lists
- Buyer’s plan lists
- Customer journey lists
- User journey lists
The significance of segmentation, the power of personalization, and the impact of data-driven analysis are the three pillars of an _________.
- effective inbound marketing strategy.
- email marketing sending strategy.
- email marketing and sales strategy.
- effective email marketing strategy.
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 sending provider
- Email service program
- Email service provider
- Email sender program
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?
- Organize all the interactions you have.
- Integrate your contact information with other tools you use.
- Integrate with the other parts of your platform.
- Integrate your email information with the other tools you use.
Fill in the blank: Inbound is the happy marriage between___________.
- content and email
- strategy and content
- outbound and inbound
- context and content
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
- The right program to analyze the trends
- The right platform to bring in new contacts
- The right strategy to measure the decay
Before emailing any contacts in your database, what question do you need to ask yourself or your team?
- Do we have permission?
- Do we have a segment of contacts?
- Do we have a goal?
- Do we have an email template?
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 sending only to your leads?
- Lifecycle stage
- Contact property
- Buyer’s journey
- Buyer person
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
- A segment that tracks all emails sent
- A segment that tracks all actively subscribed contacts
- A segment that tracks all contact sources
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 subject line together
- Creating the right email by bringing content and context together
- Creating the right email by bringing context and buyer personas together
- Creating the right email by bringing inbound and email together
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.
What helps to ensure you deliver the right email to the right person?
- Buyer personas
- Buyer’s journey
- Contact properties
Fill in the blank: Connecting the different stages of the buyer’s journey with the content you’re sending is an example of ____________.
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 most likely to engage with your email is the definition of what?
- Send opportunity personalization
- Send time property
- Send delivering personalization
- Send time personalization
Sending the right email requires tactical aspects. Which of these are tactical aspects of sending the right email?
- Email layout
- All of the above
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
- Subscribing them
- Aligning content
- Nurturing the contacts
What does AIDA stand for?
- Attention, interest, desire, action
- Attention, interest, decision, action
- Attention, ideas, desire, action
- Attention, intention, decision, action
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
- Selecting a template
- Discussing with your team
- Sending your email
What are the two key actions to look at when optimizing each part of your email?
- The segment and the open
- The open and the click
- The contacts and the goal
- The subject line and the preview text
What is the definition of conversion?
- The segment and the open
- The open and the click
- The contacts and the goal
- The subject line and the preview text
What is the ideal length of a subject line?
- The completion of an open
- The completion of a click
- The completion of the desired action
- The completion of all clicks
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?
- By hyperlinking appropriate copy
- By editing alt-text
- By linking images to your offer
- All of the above
What is graymail?
- The email you technically opted in to receive but do not really want.
- The email you never opted in to receive and do not want.
- The email you opted in to receive and engage with.
- Email that’s delivered to your spam folder.
HubSpot email marketing certification cheat sheet 2020
Through sources, permissions, and expectations, you’re taking a close look at the contacts lists that you’re sending emails to. This will help you ______.
- build trust
- create segments
- build segmentation
- build email deliverability
True or false? Any email marketing vendor of value will not allow you to send to a purchased list.
What are the two buckets that your post-send metrics fall into?
- Segmented and non-segmented
- Opened and clicked
- Positive and negative
- Engaged and did not engage
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.
A computer program that allows you to access and manage your email is the definition of what?
- Email client
- Email engagement
- Email outsourcing
- Email platform
What is the average width of an email?
- 600 pixels
- 55 pixels
- 900 pixels
- 400 pixels
True or false? Your email outline is the actual template you’ll use for every email.
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
- Segmentation strategy
- Social media collaboration
- Return on value
True or false? Creating a consistent learning experience is a step in outlining the design of your marketing emails.
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.
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.
- email segments bring in from your business’ initial investment.
- emails deliveries bring in from your business’ initial investment.
- email engagements bring in from your business’ initial investment.
What is one common cause of low click-through rates?
- The email is trying to do too many things.
- The email doesn’t have a CTA.
- The email doesn’t have a link to a web page version.
- The email wasn’t sent to enough people.
Fill in the blank: Consistent analysis helps you discover _________.
- open rates
- click rates
What is the first question you should ask yourself when testing your marketing emails?
- Why am I running this test?
- What am I testing?
- Who am I testing with?
- How long will my test run?
Using an A/B test, what can you test with your marketing emails?
- Variations of your email
- The subject line of your email
- The body of your email
- The segment of contacts
Which of the following is NOT a step in creating tests for your marketing emails?
- Design your test.
- Review and start your test.
- Evaluate the segment of recipients you’re sending to.
- Analyze your whole email marketing strategy performance.
What is the definition of analysis?
- The detailed examination of anything complex in order to understand its nature or to determine its essential features.
- The detailed examination of your emails specifically.
- The examination of all your marketing efforts at all times.
- The examination of how well you’re doing analysis.
The number of valid email addresses that accepted your company’s message is the definition of what metric?
- Emails delivered
- Emails sent
- Emails suppressed
- Emails rejected
Software with the goal of automating your marketing actions is the definition of what?
- Lead automation
- Marketing automation
- Services automation
- Sales automation
How many contacts do you need on your list to run an A/B test?
- At least 1,000
- At least 50
- At least 2,000
- At least 500
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
- The results of your A/B test
- The results of the pre-work of your A/B test
- The purpose of your A/B test
When using a significance test calculator, what is the “margin of error” called?
- Confidence interval
- Confidence value
- Confidence level
- Confidence percentage
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?
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
- A program to get into people’s inboxes
- The measurement of how successful a sender is at not getting lost in the spam folder
- The measurement and understanding of spam filters
True or false? Are there three levels of opting in types?
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.”
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
- Email address
- Email domain
- Verifiable business name
When planning an effective lead nurturing campaign, what is the first step that you should take as an inbound professional?
- Setting goals
- Creating content
- Selecting personas
- Identifying the timeline
- Measuring and improving.
What is the last step of running effective lead nurturing campaigns?
- Setting goals
- Selecting personas
- Measuring and improving
- Creating content
- Identifying the timeline
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?
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
- Contact management and segmentation
- Lead rotation for handoff to sales
- Only top-of-the-funnel contacts
Fill in the blank: Without ________ for your emails, you won’t know if your emails are successful or not.
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.
- at the right time equals sending.
- at the right term equals successful sending.
- at the right test equals success.
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 buyer personas to send an email by setting appropriate segments in your database that will match with the content you’re creating
- set the right template for your emails to send the most contextual message to the appropriate segments
- 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
- set the right foundations to send your transactional emails at the right time
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.
Fill in the blank: Words like “free” or “percent off” will not only trigger spam filters for your email, but will also ___________
- have higher unsubscribe rates.
- trigger better sales.
- align with the content for coupons in the email.
- 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
- preview email
- preview content
- preview line
True or false? On average, for every dollar spent on email, it has consistently produced anywhere from a $40-44 return.
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
- Filling out a form
- Selecting a checkbox in an email
- Filling out a lead flow
True or false? If you cannot determine the source of your contacts, you have verifiable permission to send them.
True or false? You need a dedicated A/B testing tool to run your A/B tests.
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?
- Decide that three hours is long enough because people never check our emails after that.
- Try to test for 24 hours to give us enough time to produce statistically significant results.
- Three hours is too long. We should only run it for an hour so we can make our decision faster.
- 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.
True or false? Every test you run needs to have statistically significant results.
What is the definition of lead nurturing?
- The process of building relationships with prospects with the goal of earning their business when they’re ready.
- A marketing effort focused on engaging with only your leads in a way that encourages them to progress toward a specific action.
- A marketing effort focused on engaging with your leads and customers in a way that encourages them to progress toward multiple actions at the same time.
- A sales effort focused on engaging with your warm leads in a way that encourages them to progress toward a purchase.
True or false? Trust is not a factor in your lead nurturing strategy.
What are the three ways to look at your contacts list through?
- Sources, permissions, expectations
- Sources, expectations, delivery rate
- Sources, clicks, opens
- Sources, permissions, delivery rate
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
- contact organization
- contact program
- contact database
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
- The right segments
- The right email platform
- The right buyer personas
HubSpot email marketing certification exam questions and answers 2020
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
- The segments you’re sending to and the deliverability goals of your email
- The template you’re using to send your email and the footer information you’re using
- The segments of contacts you do not send to and the segments you are sending to
What are the three levels of opt-in?
- Opt-in, opt-out, and neutral
- Neutral, opt-in, and confirmed opt-in
- Opt-out, opt-in, and GDPR opt-out
- There are only two.
What does email delivery refer to?
- Whether or not a receiver accepts your email
- Whether or not a contact opens your email
- Whether or not a receiver clicks your email
- Whether or not a receiver rejects your email
True or false? You need a web designer to design your marketing emails.
Your email metrics are your listening device to refine and improve your marketing emails over time. What can your metrics help you track?
- Buyer’s journey
- Conversations across emails
- Social interaction
When sending emails and setting goals, you want to go beyond checkpoints of activities for your goals. What are examples of checkpoints of activity?
- SMART goals
- Open and click rates
What does the send metric help you analyze?
- Any email recipients who were sent to and accepted your message.
- Any email recipients who can’t be sent to because you do not have the legal basis of permission to send to them under GDPR.
- Any email recipients who can’t be sent to either because they unsubscribed, bounced, or were suppressed.
- Any email recipients who have opted in to receive your message and were sent to.
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 ___________.
- a timely, efficient, and targeted approach to connecting with your leads
- timely, effective, and targeted approach to connecting with your contacts
- timely, efficient, and targeted approach to connecting with your contacts
- timely, efficient, and segmented approach to connecting with your contacts
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.
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
- Sending at the right time
- Having buyer personas
- Segmenting by the buyer’s journey
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 it to them?
- Perfect, thanks for giving this to me. I forgot to create a list for this email.
- Perfect! Do we have their first names though? I want to add personalization.
- Hold on. Where did this list come from? I want to know because I can probably add this list to all our emails now if you think they are a good fit for our content.
Which of the following is an example of a fundamental (s) of writing effective email copy.
- Write for scalability.
- Use the overall inbound tone.
- Add preview text.
- Have unsubscribed links.
True or false? The analysis is only important in your inbound email marketing strategy.
If explicit data is information that is intentionally shared between a contact and a company, what is implicit data?
- Information gathered from website activity
- Information gathered from a form submission
- Information gathered from implied behavior
- Information gathered from user behavior
Upon reviewing your company’s lead nurturing campaigns you identify that all new leads are passed directly to the sales team. Leads are only entered into lead nurturing campaigns if the sales team identifies the lead is not yet ready to purchase. What model of lead nurturing is your company currently using?
A) Lead Nurturing as a Gatekeeper
B) Traditional lead nurturing
C) Lead Nurturing as a Sales Person
D) Sales-First Lead Nurturing
When you ask your coworker what they’re working on, they respond, “I’m trying to figure out the length and complexity of our lead’s buying cycles. ” Based on their response, it’s safe to assume that they’re focused on which part of the lead nurturing?
A) Figuring out how long a lead nurturing campaign should take to complete
B) Writing content for a new offer
C) Determining which buyer persona should get which lead nurturing campaign
D) None of the above
True or false? You can tell if an email is high-performing just by examining the content and layout.
True: An email that follows the best practices will be high-performing.
False: Only people who are certified can tell whether an email will be high-performing.
True: Once you tested what works for your contact database you will have no problem creating high-performing emails.
False: The only way to tell whether an email will be high-performing is after it is sent.
True or false? Government regulations in most countries reserve the right to fine your organization a significant amount of money for every email sent to contacts that have unsubscribed.
Your contact database will naturally decay over time. Which strategy would be considered an inbound approach to replenishing your database?
A) Lead generation using landing pages with helpful information and a form) Having your sales team add email addresses of contacts they speak with
C) Attending trade shows with the goal of gathering attendees contact information
D) Buying monthly lists of ideal customers’ email addresses
You recently purchased a list of trade show attendees. The list includes names, company names, and email addresses. You plan to send an email to these attendees to introduce your company. Is this considered an inbound or outbound email marketing approach?
B) OutboundC) Both A & B
D) None of the above
Email marketing is most relevant to these stages of the Inbound Methodology:
A) Close and Delight
B) Attract and Convert
C) Convert, Close, and Delight
D) Attract, Convert, and Close
Your boss has asked you to create content comparing the benefits and value of the products you offer to your direct competitor. What stage of the Buyer’s Journey would this content fall under?
Hubspot email marketing certification Quizlet
The Buyer’s Journey is the:
A) The research process a buyer goes through from becoming aware of what an organization sells to their eventual departure from that company from the buyer’s perspective.
B) The research process a buyer goes through from becoming aware of a problem or opportunity to making a purchase decision from the buyer’s perspective.
C) The research process a buyer goes through from becoming aware of what an organization sells to making a purchase decision from the buyer’s perspective.
D) The research process a buyer goes through from becoming aware of what an organization sells to making a purchase decision from the marketer’s perspective.
All of these are potential ways to determine which stage of the Buyer’s Journey a contact is currently in EXCEPT:
A) The number of emails they open
B) Webinars they register/attend
C) The content they download
D) Request to be contacted
True or false? A contact’s name, company, and job title are all examples of implicit data.
Fill in the blank: The two main ways that marketers should segment their contacts are ________ and _______.
A) the buyer’s journey, buyer personas
B) location, the buying process
C) the buyer’s journey, the buying process
D) the buying process, buyer personas
All of these are examples of lifecycle lists EXCEPT:
Your research team recently published a report and is eager for the marketing team to share it with contacts that would find it of interest. Karl on your team suggests you build a send list based on explicit data including job title. Kathy suggests building the list based on implicit data including previous website pages visited. Which approach will you take?
A) A combination of Karl’s and Kathy’s approaches
B) Kathy’s implicit approach
C) Neither Karl’s nor Kathy’s approach
D) Karl’s explicit approach
Why should every email you send have a plain text version sent with it?
A) Most inboxes will identify your email as spam without a plain text version.
B) They take less time to create than HTML emails.
C) Studies have shown that most readers overwhelmingly prefer plain text emails.
D) Plain text emails generally perform better.
Which of the following would be an appropriate goal for an email sent?
A) To get people to register for a webinar
B) A 3-7% click rate
C) A 30% engagement rate
D) A 20% open rate
How can you make sure that readers can take action on your email, even if the images don’t show up?
A) Send an email to your contacts asking them to disable image blocking
B) You should not use images in your email
C) Make a text-based call-to-action
D) None of the above
Fill in the blank: As a general rule, _________ subject lines improve open rates.
You are writing an email to drive registrations to a webinar when your coworker asks you to add another call-to-action to download an ebook. How should you respond?
A) “Great. Since the ebook is on the same topic we can optimize the email for both webinar registrations and ebook downloads.”
B) “We should stick to one primary goal for this email send.”
C) “Perfect. We can get clicks from the people who aren’t interested in the webinar.”
D) “Let me read the ebook first. If it’s good then I’ll be sure to add it to the email.”
All of these are examples of information you can use for email personalization EXCEPT:
Fill in the blank: While ______ all render content similarly, ______ display emails differently.
A) device types, operating systems
B) email clients, web browsers
C) operating systems, device types
D) web browsers, email clients
After your last email send, your manager asks you why the email she opened in Outlook looks different than the one she approved. Moving forward, how could you make sure your email renders correctly for everyone?
A) Use tables for structure and placement
B) Use HTML for structure and placement
C) Use externally referenced CSS instead of internal CSS for structure and placement
D) Use responsiveness for structure and placement
Your last email received great engagement from desktop users but performed poorly with mobile users. All of these would be great ways to improve mobile engagement for your next send EXCEPT:
A) Use a responsive template
B) Decrease the font size
C) Increase the size of your call-to-action
D) Use a single-column template
All of these are reasons to use the inverted pyramid to structure your content EXCEPT:
A) It improves open rates
B) It provides structure and clarity
C) It facilitates conversions
D) It limits distractions
Before sending your email, you decide to send your co-worker a test email to review. He suggests adding in line breaks, margins, and increasing the spacing between the columns of your email. Which design principle is your co-worker referring to?
A) Break space
B) Impact space
C) Positive space
D) White space
You recently sent an email to a highly segmented list of inbound leads. Despite your segmentation efforts and high lead quality, the click-rate of the email was below your expectations. All of these would be potential ways to improve your click-rate EXCEPT:
A) Stack the content to provide structure
B) Increase the size of your logo
C) Increase use of fonts, bolding, and italics
D) Use headers and subheaders
The two components of a bounce are the ______ and the ______.
A) code, email service provider
B) email service provider,
C) code, message
All of these are ways that you could correct a content bounce EXCEPT:
A) Make sure all of your links are legitimate
B) Add more text content to your email
C) Remove spelling errors in your email
D) Make sure that the email address is legitimate
Your sales team has recently made themselves available to conduct free consultations with qualified leads. You plan to build out a lead nurturing workflow to promote this new offer. What should the goal of the lead nurturing workflow be?
A) To get people to click on a consultation request email
B) To get people to purchase a vacation
C) To get people to sign up for a free consultation
D) To get people to respond to a free consultation email
True or false? Sales should not contact a lead until they’ve been nurtured through lead nurturing emails.
Behavioral email is so effective because it removes the _____ from the day-to-day decision to send an email.
When determining which model of lead nurturing is best for your business, you should consider all of the following factors EXCEPT:
A) The business model and the length of the sales cycle
B) The volume of company employees
C) The channels in which leads are generated
D) The number of leads generated each month
Your boss wants to calculate the ROI of email marketing as a channel. All of these are required inputs for tracking the ROI of your email marketing EXCEPT:
A) Money invested in the campaign
B) The salary of the email marketer
C) The price of any stock images you use
D) Money generated in sales
When analyzing your company’s email sends for the last few months, you find that your company has been sending greymail. What is greymail?
A) emails sent to a purchased list
B) email that a contact has opted-in to receiving but never opens
C) emails blocked by your system after contact has unsubscribed
D) when a contact continues to receive emails to a different email address after unsubscribing from your emails with their primary account
True or false? You should never email a disengaged contact again.
A) True: You should never continue sending emails to people who are not engaged.
B) False: You should run an email re-engagement campaign before suppressing them.
All of these are benefits of analyzing email marketing efforts EXCEPT:
A) You can find patterns
B) You can gather insights about your competitors
C) You can run experiments
D) You can track the direct business value of initiatives
All of these are reasons a contact would be automatically suppressed from receiving an email EXCEPT for a(n):
A) disengaged email address
B) unsubscribed email address
C) hard bounce
D) invalid email address
Fill in the blank: The decay of your contact database________:
A) can be lowered to zero through optimization and testing
B) can only minimize to 10% per year, but not lower
C) Is an indicator of friction in your email funnel
D) is primarily a deliverability issue
Your coworker recently tested two different subject lines to see how they would impact the open rate of her most recent email send. She excitedly tells you that the first subject line won the test. How should you respond?
A) “Did you make sure you sent the email to enough contacts?”B) “Nice! Send an email to the team and let them know to use your findings on all emails going forward.”
C) “Was the confidence level of the results 99%? Otherwise, it’s not statistically significant.”
D) “It only matters if you get the same result on three different emails sends.”
What is the main reason unengaged users should be ignored when running an email experiment?
A) They won’t receive the email
B) They won’t open your email
C) They won’t click on your email
D) They will skew the results
Which of the following is a testable element for click-through rate?
C) Preview text
You’ve decided that you want to set up an email optimization experiment. After you complete the first step, segmentation, you move on to the next three. What is the proper order for your next three steps?
A) Prioritizing experiments, identifying opportunities, designing experiments
B) Designing experiments, prioritizing experiments, identifying opportunities
C) Identifying opportunities, designing experiments, prioritizing experiments
D) Designing experiments, identifying opportunities, prioritizing experiments
True or False? You only need to optimize an email once.
When sending emails, segmenting your contact database allows you to do all of the following EXCEPT
A) Send emails to different devices
B) Send emails at the appropriate time
C) Send emails with personalized messages
D) Send emails to relevant people
Your team is falling short of a revenue goal for this quarter. Your VP of Customer Success wants to market a new services package to your customers and asks you to contact all people who have been customers for more than a year. How should you respond?
A) “How important is it for us to hit our revenue goal?”
B) “We should segment this list more. We don’t want to try and upsell unhappy customers.”
C) “As long as we use inbound and not outbound email best practices this should be fine.”
D) “I’ll have to calculate the ROI. If we lose more contacts than we would generate in additional revenue we shouldn’t send the email.”
Fill in the blank: Implicit data refers to information _____, while explicit data refers to information_______.
A) gathered from user behavior, unintentionally shared between a contact and a company
B) intentionally shared between a contact and a company, gathered from user behavior
C) gathered from user behavior, intentionally shared between a contact and a company) unintentionally shared between a contact and a company, gathered from user behavior
You have been tasked with creating a list of contacts that have unsubscribed from all email communication. Should you build this list?
A) Yes, you should create it to monitor the health of your contact database.
B) Yes, you should create so you can re-engage those that have unsubscribed after a year.
C) No, it is illegal to store contacts that have unsubscribed in your database.
D) No, you should be focusing your time on subscribers, not those that have unsubscribed.
Your co-worker has created a list of all the leads who have not visited your blog in the last 90 days. What should your company do with these leads?
A) Don’t bother trying to email them again. Remove them immediately from all send lists but keep them in your database.
B) Send them an email with your top-performing blog posts to try and entice them to engage.
C) Pass the list of leads over to sales so they can start calling them and selling your products/services.
D) Delete them. These leads are unengaged and probably won’t buy, so it’s not worth continuing to market to them.
The last few emails your company has sent have not performed well. Which of these would be a potential way to improve the open rate of your emails?:
A) Use words like “free” or “discount” to convey the value of your emails.
B) Shorten the subject line.
C) Remove preview text.
D) Run an A/B test on the call-to-action of your emails.
True or false? A higher open rate will result in a higher click-through rate.
A) False: A higher open rate will result in a lower click rate.
B) False: A higher open rate means more people will see your email, but they might not click.
C) True: A higher open rate means more people will see your email and click.
D) True: A higher open rate automatically means you sent your email to more engaged people who will also click.
Fill in the blanks: As the number of links in an email _______, the number of clicks ______.
A) increases, increases
B) increases, decreases
C) decreases, decreases
D) decreases, increases
True or false? Content and design are equally important in creating a great email.
Which of these email types is a notable exception to the rule that you should only have one goal per email send?
A) Newsletter email
B) Upsell email
C) Resell email
D) Retention email
True or False: Performance on the previous email sends will not impact future sends:
Fill in the Blank: An email bounce is ______.
A) An email that was rejected by a recipient’s mail server.
B) An email that has been scheduled for a later send time.
C) An email that was suppressed by your Email Service Provider.
D) An email that a recipient moves to the trash without opening.
Which of these is an example of a behavioral email?
A) Sending a confirmation link with recommended reading to leads who register for a webinar
B) Creating an eBook and then emailing it to a segment of your database
C) Purchasing a list of contacts who have all taken a specific action
D) An email that asks the recipients to forward or reply to the email
Your company has created a workflow that sends a webinar invitation to all of their contacts in a specific industry. Is that invitation a behavioral email?
A) No, because it isn’t triggered by an action the contact takes.
B) Yes, because it was sent to a specific segment of contacts with a specific goal in mind.
C) No, because it doesn’t take into consideration whether the contact is a good-fit customer.
D) Yes, because it encourages the contacts to perform a specific behavior (attending a webinar).
Upon arriving to work, you see a coworker looking at their computer with a perplexed expression on their face. When you ask them what they’re working on, they respond, “I’m trying to figure out the length and complexity of our company’s buying cycle.” Based on their response, it’s safe to assume that they’re focused on which part of lead nurturing:
A) Writing content for a new offer
B) None of the above
C) Determining which buyer persona should get which lead nurturing campaign
D) Identifying the time delay between each email send
While analyzing the quarterly results of your email marketing, you find that your emails are driving steady traffic to your website, but not many people are converting on your offers. Which of the following could NOT be the cause of this drop-off between traffic and conversions.
A) Your landing pages do not function well on mobile devices
B) Your landing pages do not follow best practices
C) Poor alignment between the content of your emails and the offers on your landing pages
D) The links in your email are incorrect
While doing your monthly reporting you notice a decline in the open rate of your blog subscriber emails. You decide to run an experiment, but before you can run the test you need to formulate a hypothesis. All of these factors should be considered when creating your hypothesis EXCEPT:
A) If you will have an opportunity to repeat the test
B) If you will be able to test the hypothesis for a long enough period of time
C) If there will be enough people to engage with the experiment
D) If you will be able to prevent database decay
Why is it important to test email practices for your own business?
A) Because other people’s practices are not appropriate for your business.
B) Because people might confuse you with another company.
C) Because each business’ circumstances and needs are unique.
D) Because it’s impossible to replicate the style and content of another company’s emails.
True or false? Segmented lists perform better than unsegmented lists.
A) True–segmented lists perform better because sending an email to fewer people means fewer people can ignore it.
B) False – unsegmented lists perform better because more people will unsubscribe from an unsegmented send, which allows you to weed out bad people from your database.
C) True–segmented lists perform better because they allow you to send a more contextualized email.
D) False – unsegmented lists will perform better because it forces you to write a broader message that appeals to everyone.
Your company wants to start using a contact database to track, store and surface information about the people who interact with your business. They’ve asked you to do some research to find the best option to use. All of these should be on your checklist of required features for a good contact database EXCEPT:
READ HubSpot Inbound Certification Exam
A) A profile that records important information about each contact
B) Support for both marketing and sales activities
C) The ability to integrate with other software your company uses
D) The ability to analyze social media conversations about your company
After analyzing your most recent email send, you realize that hardly anybody opened your email. All of these factors could have impacted your open rates EXCEPT:
A) The call-to-action
B) The preview text
C) The subject line
D) The from name
“Analysis paralysis”, or a state of overthinking that stops people from making a decision, is a psychological theory about choice which you should consider when:
A) Picking the number of calls-to-action you should have in your email
B) Deciding who to send your email from
C) Including images in an email
D) Determining the delay between email sends
Fill in the blank: ______ the density of information in an email typically ______ open rates.
A) Decreasing, improves
B) Decreasing, lowers
C) Increasing, lowers
D) Increasing, improves
In your most recent email send, you notice that the unsubscribe rate was high, but there were no spam complaints. What is the most likely explanation of what happened?
A) Your recipients were expecting the email to come from a different address
B) Your recipients did not want to hear from you
C) Your recipients did not expect to hear from you
D) Your recipients were expecting to receive a different type of content
In an effort to improve your email deliverability, you are building out a checklist that every marketer should reference before sending an email. All of these things should be added to your checklist EXCEPT:
A) Do you have explicit permission from this contact to email them?
B) Do you know what expectations this contact had when giving us their email address?
C) Do you know how this contact ranks on the deliverability/engagement matrix?
D) Do you know the origin of this contact?
In the most recent monthly marketing meeting, your coworker reports that email engagement has been trending down for the last three months. Your job is to determine the next course of action. What would you recommend your company do to improve their email engagement?
A) Stop sending emails to people who don’t interact with you
B) Ask your best customer to submit an appeal to the ‘Big 3’ inbox providers
C) Pause sending emails for a month to let your sending reputation recover
D) Move your lead and customer interactions to social media instead of using email
All of these factors should influence your lead nurturing strategy EXCEPT:
A) Your business model
B) Your bounce rate
C) The number of leads you generate each month
D) The length of your buying cycle
Over the past year, your team has created content offers for all three stages of the buyer’s journey for your two buyer personas. It’s getting hard to follow up with all of the leads you are generating, so you suggest setting up lead nurturing. What is the best way to describe lead nurturing to your team?
A) Lead nurturing is the process of building relationships with prospects, with the goal of earning their business once they are ready.
B) Lead nurturing is the process of convincing people to buy your product or services.
C) Lead nurturing is the act of sending automated emails to your prospects.
D) Lead nurturing is the process of sending leads content that highlights your company’s competitive advantage with the goal of earning their business.
Your company recently created a weekly email newsletter and already has 1,000 subscribers. You want to run an experiment to improve engagement with the emails, so your coworker suggests using the PIE framework. How will the PIE framework help you optimize your newsletter?
A) It will help you set up the optimization experiment
B) It will help you analyze the success of an A/B test
C) It will help you avoid database decay
D) It will help you determine which test to run first
You’ve been working for a company for several years and have recently identified that the typical sales cycle is around nine to twelve months. With this knowledge, you’ve recently tasked your new marketing intern to create a traditional lead nurturing workflow. The workflow is set to send four emails over six days to all of the contacts in your database. How can the intern make this workflow more effective?
A) Set a measurable and actionable goal
B) Send the emails to a specific segment of your database
C) Take into consideration the length of the sales cycle compared to the frequency of the emails
D) All of the above
In the most recent monthly management meeting, your boss asks you to determine why the last email campaign didn’t drive as many registrants as previously expected. What materials should you present at the next meeting?
A) Present the data, an interpretation of what went wrong, and share an action plan for improvement
B) Present the data and an interpretation of what went wrong
C) Present the data and an interpretation of what could be improved
D) Present an action plan for improvement
Why should you add alt text to your images?
A) So email clients can ‘read’ the image
B) To comply with CAN-SPAM legislation
C) So your email still makes sense even if images are blocked
D) To add a caption to the image
Two of your coworkers are arguing about how to build a lead nurturing workflow. Coworker 1 insists that you have to start with a group of contacts and then choose a goal to nurture them toward. Coworker 2 is adamant that it’s best to start with a goal in mind and then choose a segment that would benefit from that goal. Who is right?
A) Coworker 2 – it’s always best to start with goals and find contacts who will benefit from them.
B) Neither – as long as you have a group of contacts and a measurable goal, it doesn’t matter which one you start with.
C) Neither – it’s best to start with 3 or 4 excellent emails and then identify contacts who will find them helpful.
D) Coworker 1 – it’s always best to start with contacts and develop goals for them.
True or false? Once someone becomes a customer you should not email them anymore.
Which of the following is an email software feature that is critical to a successful inbound approach?
A) Email templates
B) Multivariate testing
C) A contact database
D) Social media sharing
True or false: Email deliverability measures the success in which an email gets into subscribers’ inboxes.