Email Marketing Master Course: Class 2 Quiz

1. Email doesn't work without a good content strategy.

True

False

Content is the key to subscriber engagement.

Explanation

Content is the key to subscriber engagement.

2. Excellent data management supports which of the following:

Improved customer experiences

More efficient marketing programs

Improved marketing performance and accountability

All of the above

Data management makes marketing more efficient and effective by improving internal processes and collaboration; driving engagement through a deeper understanding of relevance, timeliness and convenience; enabling performance tracking and optimization, and more.

Explanation

Data management makes marketing more efficient and effective by improving internal processes and collaboration; driving engagement through a deeper understanding of relevance, timeliness and convenience; enabling performance tracking and optimization, and more.

3. Segmentation is a methodology designed to:

Make data accessible

Increase message frequency

Engage subscribers

None of the above

Use segmentation to engage subscribers at the right time with the right message.

Explanation

Use segmentation to engage subscribers at the right time with the right message.

4. From a marketer's perspective, all leads are equal.

True

False

All leads are not the same. They may have different needs, reside in different stages of the sales cycle, and make purchase decisions in different ways. And the marketing communications they receive must take these differences into account.

Explanation

All leads are not the same. They may have different needs, reside in different stages of the sales cycle, and make purchase decisions in different ways. And the marketing communications they receive must take these differences into account.

5. Groups of subscribers that interact with your brand and marketing differently from each other are called:

Targets

Segments

Members

All of the above

Segments reflect a change in behavior; targets reside within segments.

Explanation

Segments reflect a change in behavior; targets reside within segments.

6. A ground-up messaging strategy includes which of the following program types:

Base programs such as promotions and newsletters

Triggered programs based on subscriber activity

One-off programs

All of the above

With a ground-up messaging strategy, you want to supplement the standard base program stream with highly customized trigger programs and the occasional one-off program.

Explanation

With a ground-up messaging strategy, you want to supplement the standard base program stream with highly customized trigger programs and the occasional one-off program.

7. When an individual opts in, they are granting the brand permission to send them a stream of email marketing offers.

True

False

Subscribers expect to receive interesting and helpful content when they offer their email addresses to brands--not a constant stream of sales pitches. Comply with the subscriber covenant by putting offers in context with the overall conversation stream.

Explanation

Subscribers expect to receive interesting and helpful content when they offer their email addresses to brands--not a constant stream of sales pitches. Comply with the subscriber covenant by putting offers in context with the overall conversation stream.

8. Preference centers are accurate predictors of relevancy over time.

True

False

Subscriber preferences evolve, and few subscribers take the time to update their preference center settings--so while preference centers are great for providing interest data at the time of registration, keep in mind that they will become less accurate over time.

Explanation

Subscriber preferences evolve, and few subscribers take the time to update their preference center settings--so while preference centers are great for providing interest data at the time of registration, keep in mind that they will become less accurate over time.

9. Engagement is something that happens between the subscriber and your email message.

True

False

Engagement is something that happens over time, across all your communications in all channels.

Explanation

Engagement is something that happens over time, across all your communications in all channels.

10. Lead scoring helps you get closer to the target.

True

False

Lead scoring helps identify when someone is in the market, but it’s the engagement strategy you use to them court those leads that will help you get closer to those targets.

Explanation

Lead scoring helps identify when someone is in the market, but it’s the engagement strategy you use to them court those leads that will help you get closer to those targets.