Email Marketing Master Course: Class 1 Quiz

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Quizzes Created: 13 | Total Attempts: 6,726

Questions: 10 | Attempts: 110 | Updated: Mar 20, 2023

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Developing an Email Strategy That Keeps People Connected with Morgan Stewart
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Questions and Answers

1.

Universal best practices have been established to assist marketers with developing foolproof email strategies.
- A.
  
  True
- B.
  
  False
Correct Answer
B. False

Explanation
There is no single set of best practices that work universally. In email marketing, the subscriber is in control, and we need to figure out how to tailor our programs to their interests in order to drive engagement over time.

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2.

Messages from our direct competitors are our only competition in the inbox.
- A.
  
  True
- B.
  
  False
Correct Answer
B. False

Explanation
Every email in the inbox should be considered competition because we’re all vying for subscribers’ limited time and attention.

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3.

The best way to make your message stand out in the inbox is to:
- A.
  
  Use all CAPS in the subject line
- B.
  
  Show your subscribers you care
- C.
  
  Send between 6am and noon
- D.
  
  Use the word "Urgent" in the subject line
Correct Answer
B. Show your subscribers you care

Explanation
We need to show our consumers that we care about them in ways our competitors don’t.

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4.

The first step in creating a successful email marketing program is building an opt-in list.
- A.
  
  True
- B.
  
  False
Correct Answer
B. False

Explanation
Don’t invite people into a burning building. Build out a program that is worthy of inviting people into first.

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5.

Unengaged users should be automatically purged from your list.
- A.
  
  True
- B.
  
  False
Correct Answer
B. False

Explanation
Don’t automatically discard unengaged users. Strive to reengage through win-back offers, new feature announcements, and feedback requests.

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6.

Customer engagement decreases faster and stabilizes later when messaging is not relevant, of low value and sent too frequently.
- A.
  
  True
- B.
  
  False
Correct Answer
A. True

Explanation
Keep engagement high by assuring relevancy and value and balancing message frequency.

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7.

The decision to reengage passive subscribers should be based on which of the following:
- A.
  
  Time since point of opt-in
- B.
  
  Time since last active engagement
- C.
  
  Potential lifetime value
- D.
  
  All of the above
Correct Answer
C. Potential lifetime value

Explanation
Focus your efforts on those passive subscribers that have the potential to deliver the greatest returns. Stop sending to low-to-medium lifetime value opt-ins.

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8.

Delivery rate is a measure of:
- A.
  
  % of messages that made it into the inbox
- B.
  
  % of messages that were accepted by the ISPs
- C.
  
  Both (a) and (b)
- D.
  
  Neither (a) nor (b)
Correct Answer
B. % of messages that were accepted by the ISPs

Explanation
Delivery rate only tells us whether our messages were accepted by the ISPs, not whether those messages hit the inbox or spam folder.

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9.

Open rate metrics are used to diagnose which of the following:
- A.
  
  Brand strength
- B.
  
  Subject line effectiveness
- C.
  
  Subscribers’ attitudes on the quality of the sender’s content
- D.
  
  All of the above
Correct Answer
D. All of the above

Explanation
Subscribers are most likely to open our emails when they like our brand, like our subject lines, and/or feel we consistently deliver information of value.

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10.

Subscriber inactivity is always attributable to the brand’s approach.
- A.
  
  True
- B.
  
  False
Correct Answer
B. False

Explanation
Life happens; people die.

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Email Marketing Master Course: Class 1 Quiz

Universal best practices have been established to assist marketers with developing foolproof email strategies.

Messages from our direct competitors are our only competition in the inbox.

The best way to make your message stand out in the inbox is to:

The first step in creating a successful email marketing program is building an opt-in list.

Unengaged users should be automatically purged from your list.

Customer engagement decreases faster and stabilizes later when messaging is not relevant, of low value and sent too frequently.

The decision to reengage passive subscribers should be based on which of the following:

Delivery rate is a measure of:

Open rate metrics are used to diagnose which of the following:

Subscriber inactivity is always attributable to the brand’s approach.