Hubspot Email Marketing Certification
Email Marketing and Your Business
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.
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?
Both A & B
None of the above
Email marketing is most relevant to these stages of the Inbound Methodology:
Attract and Convert
Attract, Convert, and Close
Convert, Close, and Delight
Close and Delight
When sending emails, segmenting your contact database allows you to do all of the following EXCEPT
Send emails at the appropriate time
Send emails to different devices
Send emails to relevant people
Send emails with personalized messages
Which of the following is an email software feature that is critical to a successful inbound approach?
A contact database
Social media sharing
On average, loyal customers are worth 10x their original purchase value. All of these are reasons that impact that statistic EXCEPT:
They can evangelize your brand and products
They can help “Sell” your product as a success story
You will always be able to email them
You can sell additional products to them
The Buyer’s Journey is the:
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.
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.
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.
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.
One of your leads recently downloaded a Whitepaper comparing different product features between you and your top competitors. Which stage of the Buyer’s Journey is that lead in?
That lead is an opportunity and is not in a stage of the Buyer’s Journey
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?
“We should segment this list more. We don’t want to try and upsell unhappy customers.”
“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.”
“How important is it for us to hit our revenue goal?”
“As long as we use inbound and not outbound email best practices this should be fine.”
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?
A potential buyer has identified five different ways to solve a problem they are currently experiencing. Which stage in the buyer’s journey is the buyer in while identifying these different solutions?
Contact Management and Segmentation
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?
Don’t bother trying to email them again. Remove them immediately from all send lists but keep them in your database.
Pass the list of leads over to sales so they can start calling them and selling your products/services.
Delete them. These leads are unengaged and probably won’t buy, so it’s not worth continuing to market to them.
Send them an email with your top performing blog posts to try and entice them to engage.
All of these are examples of lifecycle lists EXCEPT:
How does a well-managed contact database help improve your email marketing?
You can segment your contacts to send a more personalized message
You can personalize the content by referencing information stored about a contact
It makes it easier for your business to remain legally compliant
All of the above
Fill in the blank: The two main ways that marketers should segment their contacts are ________ and _______.
location, the buying process
the buying process, buyer personas
the buyer’s journey, the buying process
the buyer’s journey, buyer personas
Contact Management and Segmentation
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:
The ability to analyze social media conversations about your company
Support for both marketing and sales activities
The ability to integrate with other software your company uses
A profile that records important information about each contact
Your boss forwards you an email with a link to a vendor who sells email lists of industry contacts. He asks if you’re interested in purchasing the list. How should you respond?
“That’s a great idea, we can grow our contact database quickly.”
“These lists won’t help us reach our sales goals as we legally can’t ask them to buy immediately.”
“Yes, let’s purchase the lists that match our buyer personas.”
“We should not buy these lists as the contacts haven’t opted into receiving emails from us.”
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?
Kathy’s implicit approach
Karl’s explicit approach
A combination of Karl’s and Kathy’s approaches
Neither Karl’s nor Kathy’s approach
The Components of a High-Performing Email
In a recent monthly management meeting, your boss mentions that he noticed a decline in open rates. He suggests that you look up the “best time to send emails” and start using that time. How should you respond to your boss?
“Great. Let’s consult the industry benchmarks and determine what send times other companies use.”
“There’s no such thing as a ‘best time’ to send emails.”
“We should continue to look into the decline in open rates, but that has nothing to do with the time that we send our emails.”
“We’ll have to do some testing. The best time to send is different for every company.”
“Great. I’ll subscribe to several different companies’ blogs and see when they are sending emails. The average of that should give us the best time to send our emails.”
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:
The from name
The subject line
The preview text
The Components of a High-Performing Email
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?:
Use words like “free” or “discount” to convey the value of your emails.
Shorten the subject line.
Remove preview text.
Run an A/B test on the call-to-action of your emails.
Fill in the blank: As a general rule, _________ subject lines improve open rates.
True or false? A higher open rate will result in a higher click-through rate.
False: A higher open rate will result in a lower click rate.
True: A higher open rate means more people will see your email and click.
False: A higher open rate means more people will see your email, but they might not click.
True: A higher open rate automatically means you sent your email to more engaged people who will also click.
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?
“We should stick to one primary goal for this email send.”
“Great. Since the ebook is on the same topic we can optimize the email for both webinar registrations and ebook downloads.”
“Let me read the ebook first. If it’s good then I’ll be sure to add it to the email.”
“Perfect. We can get clicks from the people who aren’t interested in the webinar.”
Which of the following would be an appropriate goal for an email send?
A 3-7% click rate
To get people to register for a webinar
A 30% engagement rate
A 20% open rate
Email Design and Functionality
Which of these email types is a notable exception to the rule that you should only have one goal per email send?
The two environments that impact what an email will look like for a recipient are:
Email client and location
Device and location
Email service provider and device
Email client and device
“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:
Determining the delay between email sends
Deciding who to send your email from
Including images in an email
Picking the number of calls-to-action you should have in your email
Why should you add alt text to your images?
So your email still makes sense even if images are blocked
To add a caption to the image
To comply with CAN-SPAM legislation
So email clients can ‘read’ the image
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?
Email Design and Functionality
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:
Use a single-column template
Decrease the font size
Increase the size of your call-to-action
Use a responsive template
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?
Use HTML for structure and placement
Use externally referenced CSS instead of internal CSS for structure and placement
Use tables for structure and placement
Use responsiveness for structure and placement
The Essentials of Email Deliverability
Fill in the Blank: An email bounce is ______.
An email that was suppressed by your Email Service Provider.
An email that has been scheduled for a later send time.
An email that was rejected by a recipient’s mail server.
An email that a recipient moves to the trash without opening.
All of these are ways that you could correct a content bounce EXCEPT:
Make sure all of your links are legitimate
Add more text content to your email
Make sure that the email address is legitimate
Remove spelling errors in your email
Your company is looking to hire an email deliverability expert. Which of the following accurately describes how this expert would help your business:
They could prevent your emails from being marked as spam.
They could make sure your emails never ended up in the promotions tab in Gmail.
They could guarantee access to people’s inboxes.
They could measure and improve how successful your company was at getting into people’s inboxes.
All of these are examples of contacts you couldn’t email again EXCEPT:
A disengaged contact
A contact who marked your email as spam
An unsubscribed contact
A bounced contact
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:
Do you have explicit permission from this contact to email them?
Do you know how this contact ranks on the deliverability/engagement matrix?
Do you know the original source of this contact?
Do you know what expectations this contact had when giving us their email address?
True or false: Email deliverability refers to efforts you can do before sending an email:
Your last email send resulted in an uncharacteristic number of recipient bounces. You suspect that the problem has to do with the similarities between all of the bounced contacts. All of these similarities could be the source of the problem EXCEPT:
The contacts belong to the same list
The contacts have the same job title
The contacts originated from the same form
The contacts originated from the same original source
Developing Relationships with Lead Nurturing
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:
None of the above
Identifying the time delay between each email send
Writing content for a new offer
Determining which buyer persona should get which lead nurturing campaign
Behavioral email is so effective because it removes the _____ from the day-to-day decision to send an email.
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?
Lead Nurturing as a Gatekeeper
Traditional lead nurturing
Sales-First Lead Nurturing
Lead Nurturing as a Sales Person
True or false? Sales should not contact a lead until they’ve been nurtured through lead nurturing emails.
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?
Lead nurturing is the act of sending automated emails to your prospects.
Lead nurturing is the process of convincing people to buy your product or services.
Lead nurturing is the process of sending leads content that highlights your company’s competitive advantage with the goal of earning their business.
Lead nurturing is the process of building relationships with prospects, with the goal of earning their business once they are ready.
You are looking to improve one of your company’s lead nurturing workflows by adding an additional email. All of these factors should impact the timing between these two emails EXCEPT:
The length of your company’s buying cycle
The amount of content your company has available to send
The amount of content a contact has previously been sent
The complexity of your company’s sales process
When determining which model of lead nurturing is best for your business, you should consider all of the following factors EXCEPT:
The business model and the length of the sales cycle
The channels in which leads are generated
The number of leads generated each month
The volume of company employees
Measuring Success with Email Analytics
True or false? You are done optimizing your email program when your email metrics are outperforming the industry’s benchmarks.
Why is there not an “Analyze” stage of the Inbound Methodology?
Analysis is part of everything you do
Analysis is only necessary for more mature businesses
Analysis only applies to the “Attract” and “Convert” stages of the Inbound Methodology
Analysis should be done when you have the time
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?
Present an action plan for improvement
Present the data and an interpretation of what went wrong
Present the data, an interpretation of what went wrong, and share an action plan for improvement
Present the data and an interpretation of what could be improved
One of your coworkers recently warned that the deliverability and engagement of your previous email sends can impact the success of your future sends. Which of the following is correct?
All previous metrics impact future performance
Only previous deliverability metrics impact future performance
Only previous engagement metrics impact future performance
No previous metrics impact future performance
All of these are benefits of analyzing email marketing efforts EXCEPT:
You can run experiments
You can track the direct business value of initiatives
You can gather insights about your competitors
You can find patterns
True or false? You should never email a disengaged contact again.
True: You should never continue sending emails to people who are not engaged.
False: You should run an email re-engagement campaign before suppressing them.
When analyzing your company’s email sends for the last few months, you find that your company has been sending greymail. What is greymail?
emails blocked by your system after a contact has unsubscribed
email that a contact has opted-in to receiving but never opens
when a contact continues to receive emails to a different email address after unsubscribing from your emails with their primary account
emails sent to a purchased list
Email Optimization and Testing
What is the main reason unengaged users should be ignored when running an email experiment?
They will skew the results
They won’t click on your email
They won’t open your email
They won’t receive the email
True or False? You only need to optimize an email once.
True or false? You can tell if an email is high-performing just by examining the content and layout.
False: Only people who are certified can tell whether an email will be high-performing.
False: The only way to tell whether an email will be high-performing is after it is sent.
True: Once you tested what works for your contact database you will have no problem creating high-performing emails.
True: An email that follows the best practices will be high-performing.
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?
It will help you avoid database decay
It will help you analyze the success of an A/B test
It will help you determine which test to run first
It will help you set up the optimization experiment
Which of the following is a testable element for click-through rate?
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:
If you will be able to test the hypothesis for a long enough period of time
If you will be able to prevent database decay
If you will have an opportunity to repeat the test
If there will be enough people to engage with the experiment
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?
Prioritizing experiments, identifying opportunities, designing experiments
Identifying opportunities, designing experiments, prioritizing experiments
Designing experiments, identifying opportunities, prioritizing experiments
Designing experiments, prioritizing experiments, identifying opportunities