Hubspot Email Marketing Certification

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QUESTION

Hubspot Email Marketing Certification

Email Marketing and Your Business

1.

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

Review Later

2.

You recently purchased a list of trade show attendees. The list includes names, company names, and email addresses. You plan to send an email to these attendees to introduce your company. Is this considered an inbound or outbound email marketing approach?

Inbound

Outbound

Both A & B

None of the above

Review Later

3.

Email marketing is most relevant to these stages of the Inbound Methodology:

Attract and Convert

Attract, Convert, and Close

Convert, Close, and Delight

Close and Delight

Review Later

4.

When sending emails, segmenting your contact database allows you to do all of the following EXCEPT

Send emails at the appropriate time

Send emails to different devices

Send emails to relevant people

Send emails with personalized messages

Review Later

5.

Which of the following is an email software feature that is critical to a successful inbound approach?

Email templates

Multivariate testing

A contact database

Social media sharing

Lifecycle Marketing

6.

On average, loyal customers are worth 10x their original purchase value. All of these are reasons that impact that statistic EXCEPT:

They can evangelize your brand and products

They can help “Sell” your product as a success story

You will always be able to email them

You can sell additional products to them

Review Later

7.

The Buyer’s Journey is the:

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 marketer’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 a problem or opportunity to making a purchase decision from the buyer’s perspective.

Review Later

8.

One of your leads recently downloaded a Whitepaper comparing different product features between you and your top competitors. 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

Decision

Awareness

Consideration

Review Later

9.

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 and upsell unhappy customers.”

“I’ll have to calculate the ROI. If we lose more contacts than we would generate in additional revenue we shouldn’t send the email.”

“How important is it for us to hit our revenue goal?”

“As long as we use inbound and not outbound email best practices this should be fine.”

Review Later

10.

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?

Solution

Identification

Consideration

Decision

Awareness

Lifecycle Marketing

11.

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

Decision

Identification

Awareness

Consideration

Review Later

Contact Management and Segmentation

12.

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?

Don’t bother trying to email them again. Remove them immediately from all send lists but keep them in your database.

Pass the list of leads over to sales so they can start calling them and selling your products/services.

Delete them. These leads are unengaged and probably won’t buy, so it’s not worth continuing to market to them.

Send them an email with your top performing blog posts to try and entice them to engage.

Review Later

13.

All of these are examples of lifecycle lists EXCEPT:

Leads

Customers

Subscribers

Detractors

Review Later

14.

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

Review Later

15.

Fill in the blank: The two main ways that marketers should segment their contacts are ________ and _______.

location, the buying process

the buying process, buyer personas

the buyer’s journey, the buying process

the buyer’s journey, buyer personas

Contact Management and Segmentation

16.

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

Support for both marketing and sales activities

The ability to integrate with other software your company uses

A profile that records important information about each contact

Review Later

17.

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?

“That’s a great idea, we can grow our contact database quickly.”

“These lists won’t help us reach our sales goals as we legally can’t ask them to buy immediately.”

“Yes, let’s purchase the lists that match our buyer personas.”

“We should not buy these lists as the contacts haven’t opted into receiving emails from us.”

Review Later

18.

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?

Kathy’s implicit approach

Karl’s explicit approach

A combination of Karl’s and Kathy’s approaches

Neither Karl’s nor Kathy’s approach

Review Later

The Components of a High-Performing Email

19.

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.”

“There’s no such thing as a ‘best time’ to send emails.”

“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.”

“We’ll have to do some testing. The best time to send is different for every company.”

“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.”

Review Later

20.

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 from name

The subject line

The preview text

The Components of a High-Performing Email

21.

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.

Shorten the subject line.

Remove preview text.

Run an A/B test on the call-to-action of your emails.

Review Later

22.

Fill in the blank: As a general rule, _________ subject lines improve open rates.

Vague

Shorter

Funnier

Longer

Review Later

23.

True or false? A higher open rate will result in a higher click-through rate.

False: A higher open rate will result in a lower click rate.

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.

True: A higher open rate automatically means you sent your email to more engaged people who will also click.

Review Later

24.

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?

“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.”

“Perfect. We can get clicks from the people who aren’t interested in the webinar.”

Review Later

25.

Which of the following would be an appropriate goal for an email send?

A 3-7% click rate

To get people to register for a webinar

A 30% engagement rate

A 20% open rate

Email Design and Functionality

26.

Which of these email types is a notable exception to the rule that you should only have one goal per email send?

Retention email

Resell email

Newsletter email

Upsell email

Review Later

27.

The two environments that impact what an email will look like for a recipient are:

Email client and location

Device and location

Email service provider and device

Email client and device

Review Later

28.

“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:

Determining the delay between email sends

Deciding who to send your email from

Including images in an email

Picking the number of calls-to-action you should have in your email

Review Later

29.

Why should you add alt text to your images?

So your email still makes sense even if images are blocked

To add a caption to the image

To comply with CAN-SPAM legislation

So email clients can ‘read’ the image

Review Later

30.

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?

Break space

Positive space

Impact space

White space

Email Design and Functionality

31.

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:

Use a single-column template

Decrease the font size

Increase the size of your call-to-action

Use a responsive template

Review Later

32.

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?

Use HTML for structure and placement

Use externally referenced CSS instead of internal CSS for structure and placement

Use tables for structure and placement

Use responsiveness for structure and placement

Review Later

The Essentials of Email Deliverability

33.

Fill in the Blank: An email bounce is ______.

An email that was suppressed by your Email Service Provider.

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.

Review Later

34.

All of these are ways that you could correct a content bounce EXCEPT:

Make sure all of your links are legitimate

Add more text content to your email

Make sure that the email address is legitimate

Remove spelling errors in your email

Review Later

35.

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 prevent your emails from being marked as spam.

They could make sure your emails never ended up in the promotions tab in Gmail.

They could guarantee access to people’s inboxes.

They could measure and improve how successful your company was at getting into people’s inboxes.

36.

All of these are examples of contacts you couldn’t email again EXCEPT:

A disengaged contact

A contact who marked your email as spam

An unsubscribed contact

A bounced contact

Review Later

37.

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?

Do you know how this contact ranks on the deliverability/engagement matrix?

Do you know the original source of this contact?

Do you know what expectations this contact had when giving us their email address?

Review Later

38.

True or false: Email deliverability refers to efforts you can do before sending an email:

True

False

Review Later

39.

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 belong to the same list

The contacts have the same job title

The contacts originated from the same form

The contacts originated from the same original source

Review Later

Developing Relationships with Lead Nurturing

40.

Upon arriving to work, you see a coworker looking at their computer with a perplexed expression on their face. When you ask them what they’re working on, they respond, “I’m trying to figure out the length and complexity of our company’s buying cycle. ” Based on their response, it’s safe to assume that they’re focused on which part of lead nurturing:

None of the above

Identifying the time delay between each email send

Writing content for a new offer

Determining which buyer persona should get which lead nurturing campaign

41.

Behavioral email is so effective because it removes the _____ from the day-to-day decision to send an email.

customer

subscriber

lead

marketer

Review Later

42.

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?

Lead Nurturing as a Gatekeeper

Traditional lead nurturing

Sales-First Lead Nurturing

Lead Nurturing as a Sales Person

Review Later

43.

True or false? Sales should not contact a lead until they’ve been nurtured through lead nurturing emails.

True

False

Review Later

44.

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 act of sending automated emails to your prospects.

Lead nurturing is the process of convincing people to buy your product or services.

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.

Review Later

45.

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 length of your company’s buying cycle

The amount of content your company has available to send

The amount of content a contact has previously been sent

The complexity of your company’s sales process

46.

When determining which model of lead nurturing is best for your business, you should consider all of the following factors EXCEPT:

The business model and the length of the sales cycle

The channels in which leads are generated

The number of leads generated each month

The volume of company employees

Review Later

Measuring Success with Email Analytics

47.

True or false? You are done optimizing your email program when your email metrics are outperforming the industry’s benchmarks.

True

False

Review Later

48.

Why is there not an “Analyze” stage of the Inbound Methodology?

Analysis is part of everything you do

Analysis is only necessary for more mature businesses

Analysis only applies to the “Attract” and “Convert” stages of the Inbound Methodology

Analysis should be done when you have the time

Review Later

49.

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 an action plan for improvement

Present the data and an interpretation of what went wrong

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

Review Later

50.

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?

All previous metrics impact future performance

Only previous deliverability metrics impact future performance

Only previous engagement metrics impact future performance

No previous metrics impact future performance

51.

All of these are benefits of analyzing email marketing efforts EXCEPT:

You can run experiments

You can track the direct business value of initiatives

You can gather insights about your competitors

You can find patterns

Review Later

52.

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.

Review Later

53.

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

email that a contact has opted-in to receiving but never opens

when a contact continues to receive emails to a different email address after unsubscribing from your emails with their primary account

emails sent to a purchased list

Review Later

Email Optimization and Testing

54.

What is the main reason unengaged users should be ignored when running an email experiment?

They will skew the results

They won’t click on your email

They won’t open your email

They won’t receive the email

Review Later

55.

True or False? You only need to optimize an email once.

True

False

56.

True or false? You can tell if an email is high-performing just by examining the content and layout.

False: Only people who are certified can tell whether an email will be high-performing.

False: The only way to tell whether an email will be high-performing is after it is sent.

True: Once you tested what works for your contact database you will have no problem creating high-performing emails.

True: An email that follows the best practices will be high-performing.

Review Later

57.

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 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

It will help you set up the optimization experiment

Review Later

58.

Which of the following is a testable element for click-through rate?

Timing

Preview text

Call-to-action

Frequency

Review Later

59.

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 test the hypothesis for a long enough period of time

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

Review Later

60.

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?

Prioritizing experiments, identifying opportunities, designing experiments

Identifying opportunities, designing experiments, prioritizing experiments

Designing experiments, identifying opportunities, prioritizing experiments

Designing experiments, prioritizing experiments, identifying opportunities

The correct answer is:

Email Optimization and Testing

Hubspot Email Marketing Certification
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Hubspot Email Marketing Certification
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