Take The Email Marketing Trivia Questions!

1. In order to meet legal compliance, any email must contain an "unsubscribe" option.

True

False

True. Failure to provide an internet-based, one-click, zero-barrier “unsubscribe” option is against the law, as per the CAN-SPAM Act.

Explanation

True. Failure to provide an internet-based, one-click, zero-barrier “unsubscribe” option is against the law, as per the CAN-SPAM Act.

2. What is the best way to go about compiling your email list?

Buy a list

Rent a list

Grow your own list

Grow your own. Lists for sale are generally worthless. Lists for rent are generally expensive, and hardly worth it. Growing your own list takes time, but is worth it.

Explanation

Grow your own. Lists for sale are generally worthless. Lists for rent are generally expensive, and hardly worth it. Growing your own list takes time, but is worth it.

3. You're sending a transactional email, an email that confirms a purchase, a signup, or some such transaction. True or False? It's perfectly legal to include marketing messaging in that email.

True

False

It’s true, and it’s absolutely worth doing so.

Explanation

It’s true, and it’s absolutely worth doing so.

4. What simple, inexpensive method of testing can significantly increase the response to your email campaigns?

A/B split testing

Focus Groups

Multivariate testing

None of the Above

A/B split testing is simply sending an email with one subject line, for example, to one group and another to another group, then measuring the results, then using the better performing subject line for the remainder of your list. Even though study after study has shown that A/B split testing works to increase response rate, 90% of marketers do not use it. It’s simple, inexpensive and effective, so test those subject lines, landing pages, calls to action, day of week, time of day, etc… And don’t forget to use a control group (where you both send and expect nothing).

Explanation

A/B split testing is simply sending an email with one subject line, for example, to one group and another to another group, then measuring the results, then using the better performing subject line for the remainder of your list. Even though study after study has shown that A/B split testing works to increase response rate, 90% of marketers do not use it. It’s simple, inexpensive and effective, so test those subject lines, landing pages, calls to action, day of week, time of day, etc… And don’t forget to use a control group (where you both send and expect nothing).

5. _______________ is the term for unwanted or unsolicited email.

Junk

Spam

Trash

Meat

It’s called spam. If you’re sending unwanted or unsolicited emails to someone, you’re spamming them.

Explanation

It’s called spam. If you’re sending unwanted or unsolicited emails to someone, you’re spamming them.

6. There are three distinct types of email: Plain Text, HTML (text with images), and Rich Media (text with audio or video). True or False: Plain text email should be reserved almost exclusively for functional emails, such as confirmations and shipping/payment notifications.

True

False

This is true. The only reason to limit an email to text-only is if the purpose of the email is simply functional, such as confirmations or notifications. All other email should be enhanced with pictures and/or moving images to boost effectiveness.

Explanation

This is true. The only reason to limit an email to text-only is if the purpose of the email is simply functional, such as confirmations or notifications. All other email should be enhanced with pictures and/or moving images to boost effectiveness.

7. The aspect of email marketing that concerns whether an email sent reaches its intended inbox is called ___________.

Send Rate

Tins

Deliverability

None of the Above

It’s called deliverability. Email marketing companies in the deliverability business cite a statistic that as much as 20% of email is not delivered. This can come from a variety of reasons such as list hygiene and sender reputation, but the important point is that deliverability is a real issue and can be improved.

Explanation

It’s called deliverability. Email marketing companies in the deliverability business cite a statistic that as much as 20% of email is not delivered. This can come from a variety of reasons such as list hygiene and sender reputation, but the important point is that deliverability is a real issue and can be improved.

8. Any email you send should have some sort of exclusive offer, discount, or path to purchase. An email without an offer is a waste of your resources.

True

False

False. Don’t be like those acquaintances who only call when they want something. Not every email has to have a “buy” message. Sometimes, you just want to stay in touch with a company update or some news about something upcoming. When every email is a “buy” message, the receiver tends to tune out.

Explanation

False. Don’t be like those acquaintances who only call when they want something. Not every email has to have a “buy” message. Sometimes, you just want to stay in touch with a company update or some news about something upcoming. When every email is a “buy” message, the receiver tends to tune out.

9. The difference between "single opt-in" permission to send email and "double opt-in" permission to do so is ______________.

"Double” opt-in means that a recipient must expressly agree to receive email on two different devices (i.e. Laptop and Phone).

"Double” opt-in means that a second action, usually a confirmation, is required after initial permission is given.

All of the Above qualify as “Double” opt-in

“Double” opt-in means that a second action, usually a confirmation, is required. This typically happens as a confirmation email being sent to the recipient’s email address and having the recipient click on a link in that email to doubly confirm. Double opt-in isn’t required, but it’s the gold standard of permission.

Explanation

“Double” opt-in means that a second action, usually a confirmation, is required. This typically happens as a confirmation email being sent to the recipient’s email address and having the recipient click on a link in that email to doubly confirm. Double opt-in isn’t required, but it’s the gold standard of permission.

10. ________________ occurs when an emailer impersonates a legitimate company or brand in the emails "from" line, to trick people into opening email and providing personal information.

Phishing

Spoofing

Masking

Spamming

It’s called Phishing. There are ways to help protect your company’s servers from getting hijacked, including avoiding open relay servers and servers with negative reputations.

Explanation

It’s called Phishing. There are ways to help protect your company’s servers from getting hijacked, including avoiding open relay servers and servers with negative reputations.

11. The portion of the email message that is visible without scrolling is said to be "above the ______________".

Preview pane

Fold

Template

Sweet Spot

It’s called the fold, a tem originated in the newspaper industry to describe the top half of the front page, or the part that is visible above where the newspaper is folded. Importantly, place your offer above the fold in email messages.

Explanation

It’s called the fold, a tem originated in the newspaper industry to describe the top half of the front page, or the part that is visible above where the newspaper is folded. Importantly, place your offer above the fold in email messages.

12. When you send an email message, and get a reply from the ISP that the email address is no longer valid, it's called ______________.

A 404 Error

A Hard Bounce

Deliverability

A Bounceback

This is called a hard bounce. These can happen for legitimate reasons, such as a graduation or a corporate name change, so are a constant in email marketing. Of course, stop delivering to that email address immediately or risk affecting your sender reputation. But also, be proactive in allowing users to update their own email addresses.

Explanation

This is called a hard bounce. These can happen for legitimate reasons, such as a graduation or a corporate name change, so are a constant in email marketing. Of course, stop delivering to that email address immediately or risk affecting your sender reputation. But also, be proactive in allowing users to update their own email addresses.

13. It is illegal, as per the CAN-SPAM act, to assume permission to send email. In other words, you can't legally send email unless the recipient has expressly opted in to receiving it.

True

False

It’s not illegal, it’s just not ideal. Ideally, recipients will opt-in. But it’s not technically illegal to adopt a policy of, “Go ahead and send email unless they opt-out.”

Explanation

It’s not illegal, it’s just not ideal. Ideally, recipients will opt-in. But it’s not technically illegal to adopt a policy of, “Go ahead and send email unless they opt-out.”

14. The number one measure that ISP's use to determine whether to deliver your email or block it is __________________.

Content

Filters

Reputation

Contrary to popular perception, it’s reputation, with content and filters a distant second. Reputation is a crucial element of email marketing success.

Explanation

Contrary to popular perception, it’s reputation, with content and filters a distant second. Reputation is a crucial element of email marketing success.

15. It's common knowledge that when you ask for an email address, the less other information you ask for at the same time, the easier it is to collect that email address and fill in other data later. Thus, some businesses ask for email address only, and many others keep it simple, asking only for first name, last name, and company name, along with the email address. However, when you do ask for more information, which type of information should you ask for?

Preference Data (shopping habits, email format preferences, etc…)

Demographic Data (Job title, Age, company size, industry, etc…)

Monetary data (Salary range, budget for this particular purchase, etc...)

All of the Above

You should ask for preference data. Much demographic data can be found out by other means, but only the person can accurately give you the preference data. What’s more is that this type of data is considered much less sensitive to individuals. In other words, asking for age and income can cause someone to balk, but most people will reveal their brand/technical preferences.

Explanation

You should ask for preference data. Much demographic data can be found out by other means, but only the person can accurately give you the preference data. What’s more is that this type of data is considered much less sensitive to individuals. In other words, asking for age and income can cause someone to balk, but most people will reveal their brand/technical preferences.

16. Some emails can be categorized as "broadcast" emails, to be sent to your entire audience. Other emails can be categorized as _____________ emails, to be sent only when something specific occurs, such as the watching of a video or a click-through of a previous email sent.

Stimulus

Targeted

Trigger

Responsive

They’re called “trigger” emails, and if you’re not using them, then you’re not making the most out of email as a marketing channel.

Explanation

They’re called “trigger” emails, and if you’re not using them, then you’re not making the most out of email as a marketing channel.

17. ISP's typically set spam traps in order to catch people sending spam. Which of the following is a typical spam trap?

A Blacklist

A Honeypot

A Troll

A Spambot

A honeypot is a fake email account that ISP’s open, and never use, making any email sent to that account indisputably unrequested and likely spam. Legitimate marketers should not have any honeypots on any mailing lists, which is a consideration if you’re considering buying an email list, as opposed to growing your own.

Explanation

A honeypot is a fake email account that ISP’s open, and never use, making any email sent to that account indisputably unrequested and likely spam. Legitimate marketers should not have any honeypots on any mailing lists, which is a consideration if you’re considering buying an email list, as opposed to growing your own.

18. The subject line of the email is a prime influencer on whether the email is opened. The top two most successful items in the subject line, discount offers and free product offers, are no surprise, but #3 is a bit of a surprise. What is it?

"Free Shipping"

"Limited Time"

Company Brand Name

Email Recipient Name

A familiar brand name comes in at a surprising #3. Don’t underestimate the role of trust and familiarity in their influence on email open rates.

Explanation

A familiar brand name comes in at a surprising #3. Don’t underestimate the role of trust and familiarity in their influence on email open rates.

19. Your emails have an average response (open, click or purchase) rate of 50%. What measurement would you use to answer the question, "Is it always the same 50% of people who open, or a variable 50% with some people opening some emails but not others?"

Open Rate, adjusted by segment

Segment suppression, temporarily withholding email from a certain percentage of your list

A longitudinal measurement, cumulative responses by individual over a long period of time

None of the Above

A longitudinal measurement answers this question. The goal of this longitudinal measurement by individual over time is to identify and market differently to those members who never respond. Segment suppression is a technique designed to measure emails impact in relation to the impact of other channels – remove email, and see what happens. Open rate is simply one of the possible responses.

Explanation

A longitudinal measurement answers this question. The goal of this longitudinal measurement by individual over time is to identify and market differently to those members who never respond. Segment suppression is a technique designed to measure emails impact in relation to the impact of other channels – remove email, and see what happens. Open rate is simply one of the possible responses.