Email Marketing Certification Exam Answer June 2018

1. Answer Sources Academy www.answersources.com Study Guide for AdWords Certification, Bing, HubSpot Exam & More!! June 2018 Email Marketing Certification Exam Answer Email Marketing Certification Exam Answer June 2018 A few things to know before taking Email Marketing Certification Exam There are 60 questions. It should take 2 hours to complete. You must answer 45 questions correctly to pass. You must wait 12 hours between attempts. If you close this exam before finishing, your answers won't be saved and it will count as a failed exam. Click Below to Get Others Exam Answer: Google AdWords Exam Answers Google Analytics Exam Answers Bing Exam Answers HubSpot Exam Answers

2. Email Marketing Exam Answers Your contact database will naturally decay over time. Which strategy would be considered an inbound approach to replenishing your database? Trading your leads contact information with another business in your industry so that you can both send more email. Lead generation using landing pages with helpful information and a form. Buying monthly lists of ideal customers' email addresses. Send an email to everyone who has unsubscribed from your emails with the goal of getting them to resubscribe. Email marketing is most relevant to these stages of the Inbound Methodology: Attract, Convert, and Close Convert, Close, and Delight Close and Delight Attract and Convert Your business is launching a new product offering and plans to send an email notifying your customers of the launch. Since your company has customers in different industries, they will all be using the product for different reasons. How can you make sure that each customer receives an email that communicates the value of your new product? Send the email from their account manager Personalize the copy of the email based on industry Change the call-to-action of the email based on industry All the above Which of the following is an email software feature that is critical to a successful inbound approach? Social media sharing Email templates Multivariate testing A contact database

3. When sending emails, segmenting your contact database allows you to do all of the following EXCEPT Send emails with personalized messages Send emails to different devices Send emails at the appropriate time Send emails to relevant people True or false? Once someone becomes a customer you should not email them anymore. True False All of these are potential ways to determine which stage of the Buyer’s Journey a contact is currently in EXCEPT: Webinars they register/attend The number of emails they open The content they download Request to be contacted One of your leads recently downloaded a Whitepaper with information on how to build a remote team. 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 Consideration Decision Awareness 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? Awareness Decision Consideration Solution Identification

4. 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? Solution Identification Consideration Decision Awareness The Buyer’s Journey is the: 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. 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 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. All of these are examples of lifecycle lists EXCEPT: Leads Customers Detractors Subscribers 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? Send them an email with your top performing blog posts to try and entice them to engage. Pass the list of leads over to sales so they can start calling them and selling your products/services. Don’t bother trying to email them again. Remove them immediately from all send lists but keep them in your database. Delete them. These leads are unengaged and probably won’t buy, so it’s not worth continuing to market to them.

5. Fill in the blank: To keep your contact database clean and up-to-date, it is important to _____________. not send emails to unsubscribed contacts limit the number of contact properties in your database make sure your software integrations are communicating without errors All of the above You have been tasked with creating a list of contacts that have unsubscribed from all email communication. Should you build this list? No, it is illegal to store unsubscribed contacts in your database. Yes, you should create the list so you can re-engage those that have unsubscribed after a year. Yes, you should create it to monitor the health of your contact database. No, you should be focusing your time on subscribers, not those that have unsubscribed. True or false? Segmented lists perform better than unsegmented lists. 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. True - segmented lists perform better because sending an email to fewer people means fewer people can ignore it. False - unsegmented lists will perform better because it forces you to write a broader message that appeals to everyone. True - segmented lists perform better because they allow you to send a more contextualized email. 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? “These lists won’t help us reach our sales goals as we legally can’t ask them to buy immediately.” “That’s a great idea, we can grow our contact database quickly.” “We should not buy these lists as the contacts haven’t opted into receiving emails from us.” “Yes, let’s purchase the lists that match our buyer personas.” True or false? List segmentation is just as valuable for deciding who to send an email to as who not to send an email to. True

6. False All of these are examples of information you can use for email personalization EXCEPT: Industry Name Call-to-action Location 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.” “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.” “There’s no such thing as a 'best time' tosend emails.” “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 call-to-action The subject line The from name The preview text True or false? A higher open rate will result in a higher click-through rate. True: A higher open rate automatically means you sent your email to more engaged people who will also click. 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. False: A higher open rate will result in a lower click rate. Why should every email you send have a plain text version sent with it?

7. Studies have shown that most readers overwhelmingly prefer plain text emails. They take less time to create than HTML emails. Plain text emails generally perform better. Most inboxes will identify your email as spam without a plain text version. How can you make sure that readers can take action on your email, even if the images don’t show up? Send an email to your contacts asking them to disable image blocking You should not use images in your email Make a text-based call-to-action None of the above 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. Remove preview text. Run an A/B test on the call-to-action of your emails. Shorten the subject line. 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: Decrease the font size Use a responsive template Increase the size of your call-to-action Use a single-column template True or false? Content and design are equally important in creating a great email. True False 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?

8. Use externally referenced CSS instead of internal CSS for structure and placement Use tables for structure and placement Use inline CSS to align every element properly Use HTML for structure and placement 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: Increase the size of your logo Stack the content to provide structure Use headers and subheaders Increase use of fonts, bolding, and italics 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? Impact space Positive space White space Break space All of these are reasons to use the inverted pyramid to structure your content EXCEPT: It improves open rates It limits distractions It provides structure and clarity It facilitates conversions Which of these email types is a notable exception to the rule that you should only have one goal per email send? Newsletter email Upsell email Retention email Resell email

9. True or False: Performance on previous email sends will not impact future sends: True False You are examining the bounce messages you received from your most recent email send, and you’ve found multiple “550” or recipient bounce errors. With this new knowledge, what action should you take to improve your next email send: Add a plain-text version of the email to signal that the content is not spam Stop sending to this address Stop using a link shortener Make sure there are no spelling or grammatical errors in your email All of these are ways that you could correct a content bounce EXCEPT: Remove spelling errors in your email Add more text content to your email Make sure all of your links are legitimate Change the time of day your email is sent True or false: Email deliverability measures the success in which an email gets into subscribers' inbox. True False True or false: Getting marked as spam will also impact your ability to email people who do want to hear from you: True False 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?

10. Do you know what expectations this contact had when giving us their email address? Do you know the original source of this contact? Do you know how this contact ranks on the deliverability/engagement matrix? 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? Your recipients did not expect to hear from you Your recipients were expecting to receive a different type of content Your recipients were expecting the email to come from a different address Your recipients did not want to hear from you Behavioral email is so effective because it removes the _____ from the day-to-day decision to send an email. marketer subscriber customer lead 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? Set a measurable and actionable goal Send the emails to a specific segment of your database Take into consideration the length of the sales cycle compared to the frequency of the emails All of the above 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 lead nurturing? Figuring out how long a lead nurturing campaign should take to complete Writing content for a new offer Determining which buyer persona should get which lead nurturing campaign

11. None of the above 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? No, because it isn’t triggered by an action the contact takes. Yes, because it was sent to a specific segment of contacts with a specific goal in mind. Yes, because it encourages the contacts to perform a specific behavior (attending a webinar). No, because it doesn’t take into consideration whether the contact is a good-fit customer. Which of these is an example of a behavioral email? Creating an eBook and then emailing it to a segment of your database Sending a confirmation link with recommended reading to leads who register for a webinar An email that asks the recipients to forward or reply to the email Purchasing a list of contacts who have all taken a specific action 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 complexity of your company’s sales process The length of your company’s buying cycle The amount of content a contact has previously been sent The amount of content your company has available to send All of these factors should influence your lead nurturing strategy EXCEPT: The number of leads you generate each month Your business model Your bounce rate The length of your buying cycle 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? Only previous deliverability metrics impact future performance All previous metrics impact future performance

12. No previous metrics impact future performance Only previous engagement metrics impact future performance 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 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. Your landing pages do not function well on mobile devices Poor alignment between the content of your emails and the offers on your landing pages Your landing pages do not follow best practices The links in your email are incorrect All of these are reasons a contact would be automatically suppressed from receiving an email EXCEPT for a(n): unsubscribed email address disengaged email address hard bounce invalid email address All of these are benefits of analyzing email marketing efforts EXCEPT: You can track the direct business value of initiatives You can find patterns You can gather insights about your competitors You can run experiments True or false? The sent metric represents the number of emails sent out before suppressions have been applied. True

13. False True or false? You are done optimizing your email program when your email metrics are outperforming the industry’s benchmarks. True False 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 prevent database decay If you will have an opportunity to repeat the test If there will be enough people to engage with the experiment If you will be able to test the hypothesis for a long enough period of time 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? Identifying opportunities, designing experiments, prioritizing experiments Designing experiments, prioritizing experiments, identifying opportunities Designing experiments, identifying opportunities, prioritizing experiments Prioritizing experiments, identifying opportunities, designing experiments Fill in the blank: The decay of your contact database________: can only minimize to 10% per year, but not lower can be lowered to zero through optimization and testing Is an indicator of friction in your email funnel is primarily a deliverability issue Why is it important to test email practices for your own business? Because other people’s practices are not appropriate for your business. Because people might confuse you with another company. Because it’s impossible to replicate the style and content of another company’s emails.

14. Because each business’ circumstances and needs are unique. True or False? You only need to optimize an email once. True False What is the main reason unengaged users should be ignored when running an email experiment? They won’t open your email They won’t receive the email They won’t click on your email They will skew the results 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 set up the optimization experiment 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 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. True False

15. You recently purchased a list of email addresses. The list includes names, company names, and email addresses. You plan to send an email to this list to introduce your company. Is this considered an inbound or outbound email marketing approach? Inbound Outbound Both A & B None of the above True or false: Email should not be sent based on user behavior on your website. True False True or false? Making sure that your customers see the initial value of your product and service is your top priority. True False 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 to upsell unhappy customers.” "I can buy a small list to help boost the ROI too."

16. “How important isit for us to hit our revenue goal?” No, I wouldn't recommend doing that. We should be using email for lead nurturing rather than promoting new services to our customers. 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 _______. the buying process, buyer personas the buyer’s journey, the buying process location, the buying process the buyer’s journey, buyer personas True or false? A contact’s name, company, and job title are all examples of implicit data. True False

17. Fill in the blank: As a general rule, _________ subject lines improve open rates. Longer Shorter Funnier Vague 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? “Perfect. We can get clicks from the people who aren’t interested in the webinar.” “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.” Fill in the blank: ______ the density of information in an email typically ______ open rates. Increasing, improves Decreasing, improves Increasing, lowers Decreasing, lowers

18. 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 make sure your emails never ended up in the promotions tab in Gmail. They could prevent your emails from being marked as spam. They could guarantee access to people’s inboxes. They could measure and improve how successful your company was at getting into people’s inboxes. The two components of a bounce are the ______ and the ______. code, source code, message code, email service provider email service provider, source True or false? Sales should not contact a lead until they’ve been nurtured through lead nurturing emails. True False Why is there not an “Analyze” stage of the Inbound Methodology? Analysis is only necessary for more mature businesses Analysis should be done when you have the time Analysis is part of everything you do

19. Analysis only applies to the “Attract” and “Convert” stages of the Inbound Methodology Which of the following would be considered an email conversion: A contact who clicked on the call-to-action in an email A contact who opened an email A contact who downloaded an offer that was linked to in an email A contact who opted-in to receiving emails 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: Money generated in sales Money invested in the campaign The salary of the email marketer The price of any stock images you use 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 emails sent to a purchased list when a contact continues to receive emails to a different email address after unsubscribing from your emails with their primary account email that a contact has opted-in to receiving but never opens

20. 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? “It only matters if you get the same result on three different email sends.” “Nice! Send an email to the team and let them know to use your findings on all emails going forward.” “Was the confidence level of the results 99%? Otherwise, it’s not statistically significant.” “Did you make sure you sent the email to enough contacts?” Which of the following is a testable element for click-through rate? Preview text Timing Frequency Call-to-action On average, loyal customers are worth 10x their original purchase value. All of these are reasons that impact that statistic EXCEPT: You can sell additional products to them They can evangelize your brand and products You will always be able to email them They can help “Sell” your product as a success story

21. 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 A profile that records important information about each contact Support for both marketing and sales activities The ability to integrate with other software your company uses Fill in the blank: Implicit data refers to information _____, while explicit data refers to information_______. intentionally shared between a contact and a company, gathered from user behavior gathered from user behavior, intentionally shared between a contact and a company gathered from user behavior, unintentionally shared between a contact and a company unintentionally shared between a contact and a company, gathered from user behavior Which of the following would be an appropriate goal for an email send? A 20% open rate A 3-7% click rate To get people to register for a webinar A 30% engagement rate

22. The two environments that impact what an email will look like for a recipient are: Email client and location Email client and device Device and location Email service provider 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: Including images in an email Deciding who to send your email from Picking the number of calls-to-action you should have in your email Determining the delay between email sends Fill in the blank: While ______ all render content similarly, ______ display emails differently. web browsers, email clients email clients, web browsers device types, operating systems operating systems, device types

23. Why should you add alt text to your images? So email clients can ‘read’ the image To comply with CAN-SPAM legislation So your email still makes sense even if images are blocked To add a caption to the image 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 originated from the same form The contacts originated from the same original source The contacts belong to the same list The contacts have the same job title 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? Traditional lead nurturing Sales-First Lead Nurturing Lead Nurturing as a Gatekeeper Lead Nurturing as a Sales Person

24. 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 process of convincing people to buy your product or services. Lead nurturing is the act of sending automated emails to your prospects. 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. 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 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 Present the data and an interpretation of what went wrong Present an action plan for improvement 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? Karl’s explicit approach Kathy’s implicit approach • •

25. A combination of Karl’s and Kathy’s approaches Neither Karl’s nor Kathy’s approach • • Fill in the Blank: An email bounce is ______. 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. An email that was suppressed by your Email Service Provider. • • • • When determining which model of lead nurturing is best for your business, you should consider all of the following factors EXCEPT: The number of leads generated each month The channels in which leads are generated The business model and the length of the sales cycle The volume of company employees • • • • 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. 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. False: Only people who are certified can tell whether an email will be high- performing. • • • • Fill in the blanks: As the number of links in an email _______, the number of clicks ______. increases, increases increases, decreases decreases, decreases decreases, increases • • • •

26. 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? To get people to click on a consultation request email To get people to sign up for a free consultation To get people to respond to a free consultation email To get people to purchase a vacation • • • • 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 does to improve their email engagement? Pause sending emails for a month to let your sending reputation recover Move your lead and customer interactions to social media instead of using email Stop sending emails to people who don’t interact with you Ask your best customer to submit an appeal to the “Big 3” inbox providers • • • • 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? Coworker 1 - it’s always best to start with contacts and develop goals for them. Coworker 2 - it’s always best to start with goals and find contacts who will benefit from them. Neither - as long as you have a group of contacts and a measurable goal, it doesn’t matter which one you start with. Neither - it’s best to start with 3 or 4 excellent emails and then identify contacts who will find them helpful. • • • •

27. All of these are examples of contacts you couldn’t email again EXCEPT: A disengaged contact An unsubscribed contact A bounced contact A contact who marked your email as spam • • • •