How is list growth rate calculated?
total subscribers this month divided by total
subscribers last month
new monthly
email subscribers minus opt outs and hard bounce divided by original list size
new email subscribers this month divided by total
email subscribers last month
What are transactional emails?
a sponsored email offered by a partner
an email triggered by a user property
a stand alone email that promotes an individual
offer
emails triggered
by specific user actions
What does the term Dedicated Email refer to?
a sponsored email offered by a partner
an email triggered by a specific user action
an email triggered by a user property
a stand alone
email that promotes an individual offer
The percentage of emails that were opened in a given campaign is the _____.
open rate
click rate
return on investment
success rate
Subtracting your opt-outs and hard bounces from the number of new email subscribers in a given month and dividing the whole thing by the total list size will yield your _____.
spam list
return on investment
soft bounce rate
growth rate
True or False? Purchased email lists are typically just as engaged as opt in lists.
True
False
When warming a new IP address, you should:
send an email to all of your contacts to let them
know
use the word free in your subject lines
mail all of your contacts in one batch
divide your list
into several batches, mailing your most engaged users first
Which of these measure your email campaign's success?
Call to action
Phishing response rate
Conversion rate
Honey-pot rate
What is a signature file?
A list of opt-ins or "signatures" to your
email list
A short block of
text at the end of an email that provides information about the sender
A sanitized and segmented list of your subscribers
Your trademarked footer design on your website
True or False? According to the CAN-SPAM Act of 2003, email marketers must not include an address and unsubscribe link
False
True
In which category will most likely an email campaign or newsletter land in Gmail, given the recent redesign?
Spam
Promotions
Updates
Shopping
True or False? Long, descriptive calls to action are better than short, pointed ones.
False
True
One suggested way you can solve deliverability problems is by _____.
setting up
stricter opt-in measures
increasing your publishing rate
change the color of the call to action buttons on
your website
purchase a more expensive list of prospects
Which of these are another name for lead nurturing?
Drip marketing
Marketing automation
All of these
Auto-responders
Marking a message as "spam" in your inbox will automatically unsubscribe you from all lists of this sender
False, you may
still receive the future emails, but into a spam folder instead
False, you will only notify the ISP and still
receive future email into inbox
Partially true. You will be unsubscribed, but only
from the current campaign list
True
The percentage of emails that actually make it into a recipient's inbox is called _____.
delivery rate
sent rate
bounce rate
click-through rate
What is the first step in any successful email campaign?
choosing the design layout
writing a subject line
defining your
goal
writing the body copy
What is CAN-SPAM?
Email software that allows you to get around spam
filter
Federal email
anti-spam legislation passed in 2003
A measure of how often your mail gets marked as
spam
A list of people who have opted in to receive email
solicitation
What is CAN-SPAM?
the practice of using subject lines to get people
to open your emails
sending emails without using an ESP
a law that
details rules and consequences for commerical email.
renting lists and mailing to people who might not
want your content
What is a common way to optimize an email with many images for viewing?
add ALT tags
make the images animated GIFs
include the images at the bottom of the email
Add H1 tags
Sending a commercial email without using a dedicated ESP is a violation of the CAN-SPAM act.
True
False
How is bounce rate calculated?
viewers who clicked your email without purchasing
divided by total emails sent
undelivered
emails divided by total emails sent
viewers who opened your email without clicking
divided by total emails sent
What is warming up your IP address?
Keeping your servers in a heated room so they will
run more efficiently
Slowly building
up to overall send amount to prevent getting IP blacklisted
A scam attempted by email marketers in the late
2000s
A term for auctioning off your mail server to the
highest bidder
What is an email preference center?
the section of an esp where you choose your
company's colors
the section of an IP where you choose most popular
browser types
the landing page
where users can unsubscribe and modify their email settings
Which of the following is a spammy word you should typically avoid in a subject line?
free
zero
you
more
The following impacts your Sender Score:
number of characters you use in your subject lines
volume and
frequency of sends, spam reports, IP address usage
spam reports and click through rate
IP address usage and hard bounces
Which of the following tactics can potentially improve your list hygeine?
rent lists
use a double
opt-in
use affiliate marketing
engage in co-marketing
Which of the following is a hard bounce?
The temporary failed delivery of an email because
the recipient has an auto-responder set up
A sudden and sharp dip in open rate
The failed
delivery of an email due to a permanent reason like a non-existent, invalid, or
blocked email address
The failed delivery of an email because you went
over your sent quota
What is a double opt-in?
A method used to determine whether or not a
subscriber has been clicking on links in the emails
A series of buttons added to the bottom of your
email to allow for social media sharing
A link subscribers can use to unsubscribe from the
email list
A method
requiring subscribers to confirm their email address
Email List Hygiene refers to what practice?
removing
inactive and bad email addresses from your database.
using a double opt-in
warming up a new IP address for your emails
using a single opt-in
What does CTR stand for?
Click-through
rate
Conversion to receiver
Commerce targeted reply
Creative thought response
What is a shared IP?
A cheaper
alternative to a dedicated IP from which many people can send email
An outdated system for sending email campaigns and
not a good option
A much more expensive alternative to a dedicated IP
An email server that almost always sends spam email
Which of these are NOT associated with regular list maintenance?
Higher conversion rates
Higher open rates
Greater number of engaged users
Greater risk of
spam reports
Which of the following is a soft bounce?
A permanent delivery failure of an email because
you have been marked as a spammer
The failed
delivery of an email due to a temporary issue, like a full mailbox or an
unavailable server
A slow and steady rise in subscribers
The result of delivering to a honey-pot address
True or False? A dedicated email is also called a stand alone email.
False
True
True or False? Abandoned email addresses can be converted to spam traps and report consistent incoming email as spam.
False
True
True or False: Email marketing yields a high return on investment (ROI)
False
True
True or False? The unique click rate is calculated by dividing the number of unique clicks in your email by the total number of recipients.
True
False
What is ROI?
Return on
investment
Reach over influence
Realm of influence
Root of investment
True of False? Frequency of emailing typically has an impact on subscriber retention.
False
True
What is a benefit of performing an A/B Test on your email?
Increased delivery rate
Better sender reputation
Increased
conversion
Increased list size
What should you always add to images in case they do not load properly in an email?
Campaign codes
Colorful borders
Text descriptions of the image
Alt tags
Paying to have your content in another vendor's dedicated email is called _____.
an email digest
a handshake email
a sponsored
email
a sanitized email
What's the main way customers prefer to receive permission based marketing?
Email
Twitter
Facebook
LinkedIn
What is the difference between a soft bounce and a hard bounce?
a soft bounce is the same thing as a spam complaint
a soft bounce is
the result of a temporary problem
there is no difference between hard and soft
bounces
a soft bounce occurs when someone gives you a bad
email address
True of False? HTML is typically utilized to make sparse, plain emails.
False
True
Subscribers may report email as spam based on?
all of the above
Subject Line
Based on email adress
based on the From name
Which of the following is a tactic for increasing email deliverability?
rent lists
ask users to
whitelist you
include a cta in your subject line
ask your users to endorse your emails
What is A/B testing?
A/B testing is a
simple way to test changes to your page against the current design and
determine which ones produce positive results.
Testing your web page to load quicker
What service does email tool DNSstuff.com provide?
is an email service provider
tests your email subject lines
tests your email design in different browsers
monitors your
email sender reputation
When A/B testing, how do you dispute a null hypothesis?
Change the number of subscribers with each
subsequent test
Run the
experiment long enough to rule out incidental outcomes
Create a blog post on your website explaining your
methods
Change the subject line of the email with every
subsequent test
Which of these are terms for subscription lists you built yourself?
Friendly list
Black hat list
Honey-pot
House list
Which of these are possible list segmentation categories?
Purchasing behavior
Interest
Demographics
All of these
Return Path's Sender Score measures:
the reputation
of every outgoing mail server IP address on a scale from 0-100
the likelihood that your emails will be delivered
how your email conversion rates compare to ever
other sender
the aggregate number of clicks you generate across
all emails
How is unique click-through-rate calculated?
total clicks divided by total emails opened
unique clicks
divided by unique emails delivered
total clicks divided by total emails delivered
What is the DNS record that says on whose behalf an IP or domain sends email?
Soft-Bounce Certificate
Phishing list
Sender Policy
Framework
CAN-SPAM
Which of these are important for the reputation of your outgoing email server?
Gmail Score
Spam Score
Klout score
Sender Score
Which of these are advantages to email newsletters?
All of these
Customer engagement
Brand awareness
Thought leadership
Are animated GIFs supported in HTML emails?
Yes, but the animations will not loop.
No, there is no support for animated GIFs in HTML
emails.
Yes, most major
email clients support animated GIFs.
No, most major email clients do not support
animated GIFs.
Which of these are associated with having a dedicated IP?
Risk of red flags to the IP from other users
Higher cost
Sharing reputation with other users
Lower cost
A system that allows you to send an automated series of emails to an early stage lead in order to pre-qualify them before sending them to your sales team is called:
Sales netting
Lead funneling
Lead capturing
Lead nurturing
True or False? It is typically better to place your opt-in calls to action near the bottom of your web page.
True
False
In email marketing terms, what is CPM?
The number of clicks per million impressions
An expected cost of legitimate email marketing
The cost per
1000 addresses in a purchased email list
The number emails returned in a given campaign
Which of these are tools for acquiring new subscribers?
All of these
Extensive blogging
Social media outreach
Calls to action on your website
What is a common way to track engagement with email links?
add rca parameters to the end
add utm
parameters to the end
add stb parameters to the end
add cta parameters to the end
Which of these will put you at risk for getting blocked by your Internet service provider?
Having a large number of segments in your email
list
Sending mail from a shared IP address
Going over your mail quota
Low
deliverability rates
Which of the following IS NOT an advantage to using a shared IP?
less pressure to generate high email send volume
independently
cost is typically lower
consistenly
improved sender reputation
What is one reason open rates are often considered unreliable?
users may read the subject line and never open the
email
users may open your email on more than one device
an email is only
counted as open if a user receives the images in your email
Which of these are email lists you purchase or rent instead of grow organically?
All of these
House list
Acquisition list
Money list
Legitimate permission-based email that is erroneously blocked due to the limitations of current email blocking and filtering techniques is also known as _____.
honey-pot return
canned spam
false positive
fake bounce
What does honeypot in email marketing refer to?
A list with over 100,000 subcsribers
A popular technique in eCommerce that allows for
purchase directly from email campaign
A spamtrap set
by ISP based on inactive email accounts
A subscriber list with above the average open rates
Which of these are an advantage of transactional emails?
All of these
Resetting your spam counter
High click
through rate
Partnership opportunities with other vendors
