HubSpot Email Marketing Certification Exam Answers

HubSpot Email Marketing Certification Exam Answers

This email marketing learning course will teach you to create an email marketing strategy that grows your business, and your career. From contact management and segmentation to email deliverability and analyzing your email sends, you’ll learn how to build an email marketing strategy that is human and helpful and builds trust with your contacts.

2.4 million emails are sent every second worldwide, but most of them are never opened. This advanced email marketing training course will teach you how lifecycle marketing, segmentation, email design, deliverability, analytics and optimization come together to create an email marketing strategy that grows your business, and your career.

Understanding Email Marketing

Understanding the importance of email marketing
How to build an effective email marketing strategy
What does an email marketing strategy look like?

Creating a Contact Management and Segmentation Strategy

Why is contact management and segmentation important?
How do you build a segmentation strategy?
What does a segmentation strategy look like?

Sending the Right Email

Why is sending the right email important?
How do you send the right email?
What does sending the right email look like?

Creating a High-Performing Email

Why focus on high-performing email?
How do you create a high-performing email?
What do high-performing emails look like?

Understanding Email Deliverability

Why is email deliverability important?
How can you take control of your email deliverability strategy for your business?
What does email deliverability look like in practice?

Outlining the Design of Your Marketing Emails

Why is focusing on email design important?
How do you outline the design of your marketing emails?
What types of email designs can you use?

Analyzing Your Marketing Emails

Why is analyzing your marketing emails important?
How do you analyze your marketing emails?
What does email marketing analysis look like?

Testing Your Marketing Emails

Why is testing your marketing emails important?
How to develop tests for your marketing emails?
What does an email marketing test look like?

Develop Relationships With Lead Nurturing

Why is lead nurturing important?
How to develop relationships using lead nurturing campaigns
What does developing relationships with lead nurturing look like?

Optional: Start Your Marketing Right

Why is starting your marketing right important?
How do you get started marketing right?
Getting Started with Marketing Hub Starter
Getting started with Marketing Starter dashboard tool
Getting started with Marketing Starter lead capture tools
Getting started with Marketing Starter ads tool
Getting started with Marketing Starter email tool

Who should get certified?

Marketers looking to advance their marketing career with an advanced certification.
Marketing Leaders who want their team to get more out of every email send.
Entrepreneurs who need to grow their audience, and nurture their customers.

Classes include:
1. Email Marketing and Your Business (19:24)
2. Sending the Right Message with Lifecycle Marketing (26:57)
3. Contact Management and Segmentation (21:21)
4. The Components of a High-Performing Email (28:26)
5. Email Design and Functionality (22:14)
6. The Essentials of Email Deliverability (38:16)
7. Developing Relationships with Lead Nurturing (27:21)
8. Measuring Success with Email Analytics (26:45)
9. Email Optimizating and Testing (26:46)

HubSpot Email Marketing Certification Exam

60 questions
120 minutes
45 questions correctly to pass
Validity period of 13 months

Disclaimer: HubSpot trademarks are the property of HubSpot, Inc. This website is not officially affiliated or endorsed by HubSpot in any way.

201.) What is the definition of an email marketing strategy?

A strategy used to market products and services and nurture relationships in a human and helpful way through the use of the email channel.
A separate strategy outside of your inbound efforts that involves sending email.
A strategy for sending all types of email for your business, including sales emails and administrative emails.
A strategy around sending transactional email for your business.

200.) When was the first email sent?

1980s
2000
1970s
1990s

199.) How can email marketing fuel your overall inbound strategy?

Email marketing provides a one-to-one channel of communication.
Email marketing provides different types of email.
Email marketing syncs closely to your CRM.
Email marketing syncs data to external platforms.

198.) What does it mean to create an inbound email marketing strategy?

Develop a way to send blast email, create conversations, and close customers.
Create a human, helpful, and customer-driven conversation and experience.
Create a human, inbound, and holistic experience.
Create a helpful, human, and lead-only driven conversation and experience.

197.) Segmentation is an important piece of your inbound email marketing strategy. What does segmentation primarily help you do?

Send the right person the right message at the right time.
Create active lists for your business.
Segment contacts who you can’t connect with.
Segment the different functions of your business to target outreach and communication.

196.) When sending email you can segment contacts by their buyer personas. What is a buyer persona?

A buyer persona is an actual representation of your customer based on real data.
A buyer persona is a semi-fictional representation of your lead before they become a customer.
A buyer persona is a semi-fictional representation of your ideal customer.
A buyer persona is a tool you use to define your ideal customer.

195.) You’re looking to send an email to three different lists of contacts. You’ve created each segmented list based off where those contacts are in their research process with your company. What type of lists have you created?

Buyer’s journey lists
Buyer’s plan lists
Customer journey lists
User journey lists

194.) The significance of segmentation, the power of personalization, and the impact of data-driven analysis are the three pillars of an _________.

effective inbound marketing strategy.
email marketing sending strategy.
email marketing and sales strategy.
effective email marketing strategy.

193.) As an inbound professional you might be sending many different types of emails, even one-to-one communication emails. What will you need to send one-to-many emails?

Email sending provider
Email service program
Email service provider
Email sender program

192.) You can use your database and contact management strategy to do a few things: see the whole picture of every contact, organize contacts to keep a healthy database at all times, and what else?

Organize all the interactions you have.
Integrate your contact information with other tools you use.
Integrate with the other parts of your platform.
Integrate your email information with the other tools you use.

191.) Fill in the blank: Inbound is the happy marriage between___________.

content and email
strategy and content
outbound and inbound
context and content

190.) Each year your contacts database will decay, so to successfully cater to the needs and interests of your contacts, what do you need to begin with?

The right contacts in your database
The right program to analyze the trends
The right platform to bring in new contacts
The right strategy to measure the decay

189.) Before emailing any contacts in your database, what question do you need to ask yourself or your team?

Do we have permission?
Do we have a segment of contacts?
Do we have a goal?
Do we have an email template?

188.) If you have an offer that’s targeted towards your leads in your database and wouldn’t provide as much value to your customers, what could you segment by to send only to your leads?

Lifecycle stage
Contact property
Buyer’s journey
Buyer persona

187.) To help you track the health of your database, you’ll typically want to have a few segments that help you monitor that health. What is one example of a segment to track health?

A segment that tracks all ineligible contacts
A segment that tracks all emails sent
A segment that tracks all actively subscribed contacts
A segment that tracks all contact sources

186.) You received an email this morning where the content didn’t align with the subject or the context in which you were receiving it. It was a jarring experience for you. What was this email not doing?

Creating the right email by bringing content and subject line together
Creating the right email by bringing content and context together
Creating the right email by bringing context and buyer personas together
Creating the right email by bringing inbound and email together

185.) True or false? When you take a specific action on a website around a certain topic, and an email is triggered to you that follows up with additional educational content around that topic, this is an example of sending the right email.

True
False

184.) What helps to ensure you deliver the right email to the right person?

Buyer personas
Segmentation
Buyer’s journey
Contact properties

183.) Fill in the blank: Connecting the different stages of the buyer’s journey with the content you’re sending is an example of ____________.

alignment
relevancy
context
connection

182.) Using the data you have on each of your contacts—such as when they open, click, and convert—and scheduling your emails to send when your contacts are mostly likely to engage with your email is the definition of what?

Send opportunity personalization
Send time property
Send delivering personalization
Send time personalization

181.) Sending the right email requires tactical aspects. Which of these are tactical aspects of sending the right email?

Expectations
Email layout
Personalization
All of the above

180.) By adding the following copy to your email, what are you doing for your contacts? “Thanks for subscribing to my blog. I’m thrilled to have you here! You’ll be receiving updates from me on how to send better emails on a monthly basis, but if you’re looking to update your email preferences, you can do so anytime here. Invite your team members to subscribe because when we learn together, we grow together.”

Setting expectations
Subscribing them
Aligning content
Nurturing the contacts

179.) What does AIDA stand for?

Attention, interest, desire, action
Attention, interest, decision, action
Attention, ideas, desire, action
Attention, intention, decision, action

178.) Having an understanding of what you’re trying to achieve is the most important part of creating high-performing emails. What theme does this correlate to?

Setting a goal
Selecting a template
Discussing with your team
Sending your email

177.) What are the two key actions to look at when optimizing each part your email?

The segment and the open
The open and the click
The contacts and the goal
The subject line and the preview text

176.) What is the definition of a conversion?

The completion of an open
The completion of a click
The completion of a desired action
The completion of all clicks

175.) What is the ideal length of a subject line?

41–50 characters
55–75 characters
10–20 characters
75–100 characters

174.) You have one goal for your email, and your CTA should drive the reader toward that goal. In addition to your CTA button, how else can you link to your CTA?

By hyperlinking appropriate copy
By editing alt-text
By linking images to your offer
All of the above

173.) What is graymail?

Email you technically opted in to receive but do not really want.
Email you never opted in to receive and do not want.
Email you opted in to receive and engage with.
Email that’s delivered to your spam folder.

172.) Through sources, permissions, and expectations, you’re taking a close look at the contacts lists that you’re sending email to. This will help you ______.

build trust
create segments
build segmentation
build email deliverability

171.) True or false? Any email marketing vender of value will not allow you to send to a purchased list.

True
False

170.) What are the two buckets that your post-send metrics fall into?

Segmented and non-segmented
Opened and clicked
Positive and negative
Engaged and did not engage

169.) True or false? Email deliverability is the measurement and understanding of how successful a sender is at getting their marketing email into people’s inboxes.

True
False

168.) A computer program that allows you to access and manage your email is the definition of what?

Email client
Email engagement
Email outsourcing
Email platform

167.) What is the average width of an email?

600 pixels
55 pixels
900 pixels
400 pixels

166.) True or false? Your email outline is the actual template you’ll use for every email.

True
False

165.) There are three types of metrics you want to analyze and track. Two of them are individual email metrics and whole marketing channel metrics. What is the third?

Return on investment
Return on investment
Social media collaboration
Return on value

164.) True or false? Creating a consistent learning experience is a step in outlining the design of your marketing emails.

True
False

163.) True or false? You want to strive for a very little drop off between the number of people you sent to and the number of people you were able to successfully deliver to.

True
False

162.) Fill in the blank: Return on investment is used in many aspects of your inbound strategy. In your email marketing strategy, it is defined as the overall return your ________.

email campaigns bring in from your business’ initial investment.
email segments bring in from your business’ initial investment.
emails deliveries bring in from your business’ initial investment.
email engagements bring in from your business’ initial investment.

161.) What is one common cause of low click-through rates?

The email is trying to do too many things.
The email doesn’t have a CTA.
The email doesn’t have a link to a web-page version.
The email wasn’t sent to enough people.

160.) Fill in the blank: Consistent analysis helps you discover _________.

trends
open rates
click rates
value

159.) What is the first question you should ask yourself when testing your marketing emails?

Why am I running this test?
What am I testing?
Who am I testing with?
How long will my test run?

158.) Using an A/B test, what can you test with your marketing emails?

Variations of your email
The subject line of your email
The body of your email
The segment of contacts

157.) Which of the following is NOT a step in creating tests for your marketing emails?

Design your test.
Review and start your test.
Evaluate the segment of recipients you’re sending to.
Analyze your whole email marketing strategy performance.

156.) What is the definition of analysis?

The detailed examination of anything complex in order to understand its nature or to determine its essential features.
The detailed examination of your emails specifically.
The examination of all your marketing efforts at all times.
The examination of how well you’re doing analysis.

155.) The number of valid email addresses that accepted your company’s message is the definition of what metric?

Emails delivered
Emails sent
Emails suppressed
Emails rejected

154.) Software with the goal of automating your marketing actions is the definition of what?

Lead automation
Marketing automation
Services automation
Sales automation

153.) How many contacts do you need on your list to run an A/B test?

At least 1,000
At least 50
At least 2,000
At least 500

152.) Fill in the blank: ________ will give you the number for each email recipient sample size that will help yield conclusive results.

A significance test calculator
The results of your A/B test
The results of the pre-work of your A/B test
The purpose of your A/B test

151.) When using a significance test calculator, what is the “margin of error” called?

Confidence interval
Confidence value
Confidence level
Confidence percentage

150.) In an interview with the HubSpot partner Campaign Creators, what did they say is one of the most important parts of their lead nurturing strategy?

Patience
Leads
Development
Communication

149.) What is the definition of email deliverability?

The measurement and understanding of how successful a sender is at getting their marketing email into people’s inboxes
A program to get into people’s inboxes
The measurement of how successful a sender is at not getting lost in the spam folder
The measurement and understanding of spam filters

148.) True or false? Are there three levels of opting in types?

True
False

147.) True or false? This an example of timeliness within lead nurturing: “A contact downloads a piece of content on ‘The Best Ways to Create Subject Lines for Email Newsletters.’ You and your company send a follow-up piece of content that builds off that subject, such as a blog post on how to write effective email copy.”

True
False

146.) When looking to send email to your contacts you need to collect what _______ to help build the trust you need to create lasting relationships with your contacts.

Verifiable permission
Email address
Email domain
Verifiable business name

145.) When planning an effective lead nurturing campaign, what is the first step that you should take as an inbound professional?

Setting goals
Creating content
Selecting personas
Identifying the timeline
Measuring and improving.

144.) What is the the last step of running effective lead nurturing campaigns?

Setting goals
Selecting personas
Measuring and improving
Creating content
Identifying the timeline

143.) A lead views a specific page on your website, say, your case study page. You then send targeted follow-up content like one of your more popular case studies. This is an example of what type of email?

Transactional
Marketing
Sales
Behavioral

142.) When creating your overall lead nurturing strategy, what is something you want to keep in mind and make a part of your strategy?

Treating your contacts the way you want to be treated and showing them value
Contact management and segmentation
Lead rotation for handoff to sales
Only top-of-the-funnel contacts

141.) Fill in the blank: Without ________ for your emails, you won’t know if your emails are successful or not.

contacts
goals
segmentation
personalization

140.) Fill in the blank: In your email marketing strategy, CATS refers to “the right content to the right audience ______________.”

at the right time equals success.
at the right time equals sending.
at the right term equals successful sending.
at the right test equals success.

139.) When sending the right email, there are three key things you’ll need to understand: why you are sending that email, your goal, and the value you’re delivering to the person on the other end of the send. This gives you the foundation to __________.

set the right buyer personas to send email by setting appropriate segments in your database that will match with the content you’re creating
set the right template for your emails to send the most contextual message to the appropriate segments
set the right expectations with those receiving your email by setting an appropriate and contextual goal and then pairing that with information that will provide the most value
set the right foundations to send your transactional emails at the right time

138.) Fill in the blank: In the _________ stage of the buyer’s journey, the potential buyer has defined their problem and is actively researching different solutions.

consideration
awareness
decision
acquisition

137.) Fill in the blank: Words like “free” or “percent off” will not only trigger spam filters for your email, but will also ___________

have higher unsubscribe rates.
trigger better sales.
align with the content for coupons in the email.
not sound like the email is coming from a real person.

136.) Fill in the blank: The snippet of copy that’s pulled in from the body of your email is the _________.

preview text
preview email
preview content
preview line

135.) True or false? On average, for every dollar spent on email, it has consistently produced anywhere from a $40-44 return.

True
False

134.) In the email world, consent can be defined as any time you collect verifiable permission from an email recipient to send them email. What is one way you can collect consent?

Selecting a checkbox to grant consent
Filling out a form
Selecting a checkbox in an email
Filling out a lead flow

133.) True or false? If you cannot determine the source of your contacts, you have verifiable permission to send them.

True
False

132.) True or false? You need a dedicated A/B testing tool to run your A/B tests.

True
False

131.) When deciding to run an A/B test, your team discusses the length of time you want to run your test for. What should you and your team do to define the time range?

Decide that three hours is long enough because people never check our emails after that.
Try to test for 24 hours to give us enough time to produce statistically significant results.
Three hours is too long. We should only run it for an hour so we can make our decision faster.
We should review past emails we’ve sent to see where opens and clicks start to drop off, then identify the time frame we want to test in.

130.) True or false? Every test you run needs to have statistically significant results.

True
False

129.) What is the definition of lead nurturing?

The process of building relationships with your prospects with the goal of earning their business when they’re ready.
The process of building relationships with leads specifically to convert them for the first time.
The process of developing your sales relationships.
The process of developing your relationships through inbound service.

128.) True or false? Trust is not a factor of your lead nurturing strategy.

True
False

127.) What are the three ways to look at your contacts list through?

Sources, permissions, expectations
Sources, expectations, delivery rate
Sources, clicks, opens
Sources, permissions, delivery rate

126.) Fill in the blank: A ___________ strategy is focused on using a software program to easily store and source a contact’s information, including their name, contact history, email information, and more.

contact management
contact organization
contact program
contact database

125.) There are three key components to sending the right email. Two of them are the right email and the right time. What is the third?

The right person
The right segments
The right email platform
The right buyer personas

124.) Taking the essential pieces of any email and optimizing each piece to help drive conversions towards your set goal will help you create high-performing emails. What are these essential pieces?

The goal of why you’re sending it and then the carefully designed components layered on top of each other
The segments you’re sending to and the deliverability goals of your email
The template you’re using to send your email and the footer information you’re using
The segments of contacts you do not send to and the the segments you are sending to

123.) What are the three levels of opt-in?

Opt-in, opt-out, and neutral
Neutral, opt-in, and confirmed opt-in
Opt-out, opt-in, and GDPR opt-out
There are only two.

122.) What does email delivery refer to?

Whether or not a receiver accepts your email
Whether or not a contact opens your email
Whether or not a receiver clicks your email
Whether or not a receiver rejects your email

121.) True or false? You need a web designer to design your marketing emails.

True
False

120.) Your email metrics are your listening device to refine and improve your marketing emails over time. What can your metrics help you track?

Segmentation
Buyer’s journey
Conversations across emails
Social interaction

119.) When sending emails and setting goals, you want to go beyond checkpoints of activities for your goals. What are examples of checkpoints of activity?

SMART goals
Segmentation
Engagement
Open and click rates

118.) What does the send metric help you analyze?

Any email recipients who was sent to and accepted your message.
Any email recipients who can’t be sent to because you do not have the legal basis of permission to send to them under GDPR.
Any email recipients who can’t be sent to either because they unsubscribed, bounced, or were suppressed.
Any email recipients who have opted in to receive your message and were sent to

117.) Lead nurturing can be defined as a way to build relationships. While building these relationships, there are key benefits to your business. Lead nurturing will help you build relationships by being the ___________.

timely, efficient, and targeted approach to connecting with your leads
timely, effective, and targeted approach to connecting with your contacts
timely, efficient, and targeted approach to connecting with your contacts
timely, efficient, and segmented approach to connecting with your contacts

116.) True or false? The email body copy, the body design/layout, the body images, the CTA, and the email signature are all elements that can affect the open rate of your email.

True
False

115.) There are three best practices for creating a successful segmentation strategy. Two of them are having a clean and organized database and collecting the right information. What is the third?

Understanding implicit and explicit data
Sending at the right time
Having buyer personas
Segmenting by the buyer’s journey

114.) Someone on your team hands you a list to send out your newest marketing email to. You have been working on this email for a while, and they said the contacts on this list will appreciate the content. As an inbound professional, you know you can’t send to a purchased or enriched list of contacts. You need more information about this list in order to send to them. How could you respond to your co-worker?

Do we have verifiable permission to send to them?
Perfect, thanks for giving this to me. I forgot to create a list for this email.
Perfect! Do we have their first names though? I want to add personalization.
Hold on. Where did this list come from? I want to know because I can probably add this list to all our emails now if you think they are a good fit for our content.

113.) Which of the following is an example of a fundamental (s) of writing effective email copy

Write for scalability.
Use the overall inbound tone.
Add preview text.
Have unsubscribe links.

112.) True or false? Analysis is only important in your inbound email marketing strategy.

True
False

111.) If explicit data is information that is intentionally shared between a contact and a company, what is implicit data?

Information gathered from website activity
Information gathered from a form submission
Information gathered from implied behavior
Information gathered from user behavior

110.) 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

109.) Your business is launching a new product offering and plans to send an email notifying your customers of the launch. Since your company has customers in different industries, they will all be using the product for different reasons. How can you make sure that each customer receives an email that communicates the value of your new product?

Segment the recipients by location and time
Personalize the copy of the email based on industry
Change the call-to-action of the email based on industry
Send the email from their account manager

108.) Your contact database will naturally decay over time. Which strategy would be considered an inbound approach to replenishing your database?

Lead generation using landing pages with forms
Having your sales team add email addresses of contacts they speak with
Attending trade shows with the goal of gathering attendees contact information
Buying monthly lists of ideal customers’ email address

107.) 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

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

Close and Delight
Attract and Convert
Convert, Close, and Delight
Attract, Convert, and Close

105.) 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?

Consideration
Awareness
Decision
That lead is an opportunity and is not in a stage of the Buyer’s Journey

104.) 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
You will always be able to email them
They can help “Sell” your product as a success story
You can sell additional products to them

103.) True or False? Making sure that your customers see the initial value of your product and service is your top priority.

True
False

102.) 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?

Consideration
Decision
Awareness
Solution
Identification

101.) 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 a problem or opportunity to making a purchase decision 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 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.

100.) All of these are potential ways to determine which stage of the Buyer’s Journey a contact is currently in EXCEPT:

The number of emails they open
Webinars they register/attend
The content they download
Request to be contacted

99.) True or False? A contact’s name, company, and job title are all examples of implicit data.

True
False

98.) 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

97.) 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.”
“We should not buy these lists as the contacts haven’t opted into receiving emails from us.”
“Yes, let’s purchase the lists that match our buyer personas.”

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

the buyer’s journey, buyer personas
location, the buying process
the buyer’s journey, the buying process
the buying process, buyer personas

95.) All of these are examples of lifecycle lists EXCEPT:

Customers
Detractors
Subscribers
Leads

94.) True or False? List segmentation is just as valuable for deciding who to send an email to as who not to send an email to.

True
False

93.) 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?

A combination of Karl’s and Kathy’s approaches
Kathy’s implicit approach
Neither Karl’s nor Kathy’s approach
Karl’s explicit approach

92.) 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. 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.”
“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.”
“There’s no such thing as a ‘best time’ to send emails.”
“Great. Let’s consult the industry benchmarks and determine what send times other companies use.”
“We’ll have to do some testing. The best time to send is different for every company.”

91.) Why should every email you send have a plain text version sent with it?

Most inboxes will identify your email as spam without a plain text version.
They take less time to create than HTML emails.
Studies have shown that most readers overwhelmingly prefer plain text emails.
Plain text emails generally perform better.

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

To get people to register for a webinar
A 3-7% click rate
A 30% engagement rate
A 20% open rate

89.) How can you make sure that readers can take action on your email, even if the images don’t show up?

Send an email to your contacts asking them to disable image blocking
You should not use images in your email
Make a text-based call-to-action
None of the above

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

Shorter
Vague
Funnier
Longer

87.) 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?

“Great. Since the ebook is on the same topic we can optimize the email for both webinar registrations and ebook downloads.”
“We should stick to one primary goal for this email send.”
“Perfect. We can get clicks from the people who aren’t interested in the webinar.”
“Let me read the ebook first. If it’s good then I’ll be sure to add it to the email.”

86.) All of these are examples of information you can use for email personalization EXCEPT:

Location
Name
Industry
Call-to-action

85.) Fill in the blank: While ______ all render content similarly, ______ display emails differently.

device types, operating systems
email clients, web browsers
operating systems, device types
web browsers, email clients

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

Email client and device
Email client and location
Email service provider and device
Device and location

83.) 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 tables for structure and placement
Use HTML for structure and placement
Use externally referenced CSS instead of internal CSS for structure and placement
Use responsiveness for structure and placement

82.) 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 responsive template
Decrease the font size
Increase the size of your call-to-action
Use a single-column template

81.) All of these are reasons to use the inverted pyramid to structure your content EXCEPT:

It improves open rates
It provides structure and clarity
It facilitates conversions
It limits distractions

80.) 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
Impact space
Positive space
White space

79.) You recently sent an email to a highly-segmented list of inbound leads. Despite your segmentation efforts and high lead quality, the click-rate of the email was below your expectations. All of these would be potential ways to improve your click-rate EXCEPT:

Stack the content to provide structure
Increase the size of your logo
Increase use of fonts, bolding, and italics
Use headers and subheaders

78.) The two components of a bounce are the ______ and the ______.

code, email service provider
email service provider, source
code, message
code, source

77.) 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 guarantee access to people’s inboxes.
They could prevent your emails from being marked as spam.
They could measure and improve how successful your company was at getting into people’s inboxes.
They could make sure your emails never ended up in the promotions tab in Gmail.

76.) True or False: Email deliverability refers to efforts you can do before sending an email:

True
False

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

An unsubscribed contact
A disengaged contact
A contact who marked your email as spam
A bounced contact

74.) 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
Remove spelling errors in your email
Make sure that the email address is legitimate

73.) You are examining the bounce messages you received from your most recent email send, and you’ve found multiple “550” or recipient bounce errors. With this new knowledge, what action should you take to improve your next email send:

Make sure there are no spelling or grammatical errors in your email
Add a plain-text version of the email to signal that the content is not spam
Stop sending to this address
Stop using a link shortener

72.) 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 have the same job title
The contacts originated from the same form
The contacts originated from the same original source
The contacts belong to the same list

71.) Your sales team has recently made themselves available to conduct free consultations with qualified leads. You plan to build out a lead nurturing workflow to promote this new offer. What should the goal of the lead nurturing workflow be?

To get people to click on a consultation request email
To get people to purchase a vacation
To get people to sign up for a free consultation
To get people to respond to a free consultation email

70.) 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 Sales Person
Sales-First Lead Nurturing
Lead Nurturing as a Gatekeeper
Traditional lead nurturing

69.) 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 amount of content a contact has previously been sent
The amount of content your company has available to send
The length of your company’s buying cycle
The complexity of your company’s sales process

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

True
False

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

subscriber
lead
customer
marketer

66.) You’ve been working for a company for several years and have recently identified that the typical sales cycle is around nine to twelve months. With this knowledge, you’ve recently tasked your new marketing intern to create a traditional lead nurturing workflow. The workflow is set to send four emails over six days to all of the contacts in your database. How can the intern make this workflow more effective?

Set a measurable and actionable goal
Send the emails to a specific segment of your database
Take into consideration the length of the sales cycle compared to the frequency of the emails
All of the above

65.) 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 volume of company employees
The channels in which leads are generated
The number of leads generated each month

64.) Your boss wants to calculate the ROI of email marketing as a channel. All of these are required inputs for tracking the ROI of your email marketing EXCEPT:

Money invested in the campaign
The salary of the email marketer
The price of any stock images you use
Money generated in sales

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

Analysis is only necessary for more mature businesses
Analysis should be done when you have the time
Analysis only applies to the “Attract” and “Convert” stages of the Inbound Methodology
Analysis is part of everything you do

62.) 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 sent to a purchased list
email that a contact has opted-in to receiving but never opens
emails blocked by your system after a contact has unsubscribed
when a contact continues to receive emails to a different email address after unsubscribing from your emails with their primary account

61.) 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.

60.) True or False? The sent metric represents the number of emails sent out before suppressions have been applied.

True
False

59.) All of these are benefits of analyzing email marketing efforts EXCEPT:

You can find patterns
You can gather insights about your competitors
You can run experiments
You can track the direct business value of initiatives

58.) All of these are reasons a contact would be automatically suppressed from receiving an email EXCEPT for a(n):

disengaged email address
unsubscribed email address
hard bounce
invalid email address

57.) 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.
True: An email that follows the best practices 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.

56.) Fill in the blank: The decay of your contact database________:

can be lowered to zero through optimization and testing
can only minimize to 10% per year, but not lower
Is an indicator of friction in your email funnel
is primarily a deliverability issue

55.) Your coworker recently tested two different subject lines to see how they would impact the open rate of her most recent email send. She excitedly tells you that the first subject line won the test. How should you respond?

“Was the confidence level of the results 99%? Otherwise, it’s not statistically significant.”
“Nice! Send an email to the team and let them know to use your findings on all emails going forward.”
“Did you make sure you sent the email to enough contacts?”
“It only matters if you get the same result on three different email sends.”

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

They won’t receive the email
They won’t open your email
They won’t click on your email
They will skew the results

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

Frequency
Timing
Preview text
Call-to-action

52.) 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
Designing experiments, prioritizing experiments, identifying opportunities
Identifying opportunities, designing experiments, prioritizing experiments
Designing experiments, identifying opportunities, prioritizing experiments

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

True
False

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

Send emails to different devices
Send emails at the appropriate time
Send emails with personalized messages
Send emails to relevant people

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

Multivariate testing
Social media sharing
Email templates
A contact database

48.) 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?

“How important is it for us to hit our revenue goal?”
“We should segment this list more. We don’t want to try and upsell unhappy customers.”
“As long as we use inbound and not outbound email best practices this should be fine.”
“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.”

47.) 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
Consideration
Awareness

46.) Fill in the blank: Implicit data refers to information _____, while explicit data refers to information_______.

gathered from user behavior, unintentionally shared between a contact and a company
intentionally shared between a contact and a company, gathered from user behavior
gathered from user behavior, intentionally shared between a contact and a company
unintentionally shared between a contact and a company, gathered from user behavior

45.) You have been tasked with creating a list of contacts that have unsubscribed from all email communication. Should you build this list?

Yes, you should create it to monitor the health of your contact database.
Yes, you should create so you can re-engage those that have unsubscribed after a year.
No, it is illegal to store contacts that have unsubscribed in your database.
No, you should be focusing your time on subscribers, not those that have unsubscribed.

44.) 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.
Send them an email with your top performing blog posts to try and entice them to engage.
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.

43.) 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.

42.) 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.
False: A higher open rate means more people will see your email, but they might not click.
True: A higher open rate means more people will see your email and click.
True: A higher open rate automatically means you sent your email to more engaged people who will also click.

41.) Fill in the blanks: As the number of links in an email _______, the number of clicks ______.

increases, increases
increases, decreases
decreases, decreases
decreases, increases

40.) True or False? Content and design are equally important in creating a great email.

True
False

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

Newsletter email
Upsell email
Resell email
Retention email

38.) True or False: Getting marked as spam will also impact your ability to email people who do want to hear from you:

True
False

37.) True or False: Performance on previous email sends will not impact future sends:

True
False

36.) Fill in the Blank: An email bounce is ______.

An email that was rejected by a recipient’s mail server.
An email that has been scheduled for a later send time.
An email that was suppressed by your Email Service Provider.
An email that a recipient moves to the trash without opening.

35.) Which of these is an example of a behavioral email?

Sending a confirmation link with recommended reading to leads who register for a webinar
Sending a confirmation link with recommended reading to leads who register for a webinar
Purchasing a list of contacts who have all taken a specific action
An email that asks the recipients to forward or reply to the email

34.) Your company has created a workflow that sends a webinar invitation to all of their contacts in a specific industry. Is that invitation a behavioral email?

No, because it isn’t triggered by an action the contact takes.
Yes, because it was sent to a specific segment of contacts with a specific goal in mind.
No, because it doesn’t take into consideration whether the contact is a good-fit customer.
Yes, because it encourages the contacts to perform a specific behavior (attending a webinar).

33.) 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:

Writing content for a new offer
None of the above
Determining which buyer persona should get which lead nurturing campaign
Identifying the time delay between each email send

32.) While analyzing the quarterly results of your email marketing, you find that your emails are driving steady traffic to your website, but not many people are converting on your offers. Which of the following could NOT be the cause of this drop-off between traffic and conversions.

Your landing pages do not function well on mobile devices
Your landing pages do not follow best practices
Poor alignment between the content of your emails and the offers on your landing pages
The links in your email are incorrect

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

True
False

30.) 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 have an opportunity to repeat the test
If you will be able to test the hypothesis for a long enough period of time
If there will be enough people to engage with the experiment
If you will be able to prevent database decay

29.) Why is it important to test email practices for your own business?

Because other people’s practices are not appropriate for your business.
Because people might confuse you with another company.
Because each business’ circumstances and needs are unique.
Because it’s impossible to replicate the style and content of another company’s emails.

28.) True or False? Segmented lists perform better than unsegmented lists.

True – segmented lists perform better because sending an email to fewer people means fewer people can ignore it.
False – unsegmented lists perform better because more people will unsubscribe from an unsegmented send, which allows you to weed out bad people from your database.
True – segmented lists perform better because they allow you to send a more contextualized email.
False – unsegmented lists will perform better because it forces you to write a broader message that appeals to everyone.

27.) 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:

A profile that records important information about each contact
Support for both marketing and sales activities
The ability to integrate with other software your company uses
The ability to analyze social media conversations about your company

26.) To keep your contact database clean and up-to-date, it is important to:

Delete individual contacts when they unsubscribe
Limit the number of contact properties in your database
Not sync your contacts with other software systems your organization uses
None of the above

25.) 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 preview text
The subject line
The from name

24.) “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:

Picking the number of calls-to-action you should have in your email
Deciding who to send your email from
Including images in an email
Determining the delay between email sends

23.) Fill in the blank: ______ the density of information in an email typically ______ open rates.

Decreasing, improves
Decreasing, lowers
Increasing, lowers
Increasing, improves

22.) In your most recent email send, you notice that the unsubscribe rate was high, but there were no spam complaints. What is the most likely explanation of what happened?

Your recipients were expecting the email to come from a different address
Your recipients did not want to hear from you
Your recipients did not expect to hear from you
Your recipients were expecting to receive a different type of content

21.) 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 what expectations this contact had when giving us their email address?
Do you know how this contact ranks on the deliverability/engagement matrix?
Do you know the original source of this contact?

20.) In the most recent monthly marketing meeting, your coworker reports that email engagement has been trending down for the last three months. Your job is to determine the next course of action. What would you recommend your company does to improve their email engagement?

Stop sending emails to people who don’t interact with you
Ask your best customer to submit an appeal to the ‘Big 3’ inbox providers
Pause sending emails for a month to let your sending reputation recover
Move your lead and customer interactions to social media instead of using email

19.) All of these factors should influence your lead nurturing strategy EXCEPT:

Your business model
Your bounce rate
The number of leads you generate each month
The length of your buying cycle

18.) 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 process of building relationships with prospects, with the goal of earning their business once they are ready.
Lead nurturing is the process of convincing people to buy your product or services.
Lead nurturing is the act of sending automated emails to your prospects.
Lead nurturing is the process of sending leads content that highlights your company’s competitive advantage with the goal of earning their business.

17.) Which of the following would be considered an email conversion:

A contact who opted-in to receiving emails
A contact who opened an email
A contact who downloaded an offer that was linked to in an email
A contact who clicked on the call-to-action in an email

16.) 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 set up the optimization experiment
It will help you analyze the success of an A/B test
It will help you avoid database decay
It will help you determine which test to run first

15.) You’ve been working for a company for several years and have recently identified that the typical sales cycle is around nine to twelve months. With this knowledge, you’ve recently tasked your new marketing intern to create a traditional lead nurturing workflow. The workflow is set to send four emails over six days to all of the contacts in your database. How can the intern make this workflow more effective?

Set a measurable and actionable goal
Send the emails to a specific segment of your database
Take into consideration the length of the sales cycle compared to the frequency of the emails
All of the above

14.) 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 the data, an interpretation of what went wrong, and share an action plan for improvement
Present the data and an interpretation of what went wrong
Present the data and an interpretation of what could be improved
Present an action plan for improvement

13.) Why should you add alt text to your images?

So email clients can ‘read’ the image
To comply with CAN-SPAM legislation
To add a caption to the image
So your email still makes sense even if images are blocked

12.) Two of your coworkers are arguing about how to build a lead nurturing workflow. Coworker 1 insists that you have to start with a group of contacts and then choose a goal to nurture them toward. Coworker 2 is adamant that it’s best to start with a goal in mind and then choose a segment that would benefit from that goal. Who is right?

Coworker 2 – it’s always best to start with goals and find contacts who will benefit from them.
Neither – as long as you have a group of contacts and a measurable goal, it doesn’t matter which one you start with.
Coworker 1 – it’s always best to start with contacts and develop goals for them.
Neither – it’s best to start with 3 or 4 excellent emails and then identify contacts who will find them helpful.

11.) 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
No previous metrics impact future performance
Only previous engagement metrics impact future performance
Only previous deliverability metrics impact future performance

10.) Your business is launching a new product offering and plans to send an email notifying your customers of the launch. Since your company has customers in different industries, they will all be using the product for different reasons. How can you make sure that each customer receives an email that communicates the value of your new product?

All of the above
Personalize the copy of the email based on industry
Change the call-to-action of the email based on industry
Send the email from their account manager

9.) True or false? Once someone becomes a customer you should not email them anymore.

True
False

8.) 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?

“How important is it for us to hit our revenue goal?”
“We should segment this list more. We don’t want to try and upsell unhappy customers.”
“I can buy a small list to help boost the ROI too.”
No, I wouldn’t recommend doing that. We should be using email for lead nurturing rather than promoting new services to our customers.

7.) True or false: Email should not be sent based on user behavior on your website.

True
False

6.) Your contact database will naturally decay over time. Which strategy would be considered an inbound approach to replenishing your database?

Buying monthly lists of ideal customers’ email addresses.
Trading your leads contact information with another business in your industry so that you can both send more email.
Send an email to everyone who has unsubscribed from your emails with the goal of getting them to resubscribe.
Lead generation using landing pages with helpful information and a form.

5.) Fill in the blank: To keep your contact database clean and up-to-date, it is important to _____________.

not send emails to unsubscribed contacts
limit the number of contact properties in your database
make sure your software integrations are communicating without errors
All of the above

4.) One of your leads recently downloaded a Whitepaper with information on how to build a remote team. Which stage of the Buyer’s Journey is that lead in?

Consideration
Awareness
Decision
That lead is an opportunity and is not in a stage of the Buyer’s Journey

3.) 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 to upsell unhappy customers.”
No, I wouldn’t recommend doing that. We should be using email for lead nurturing rather than promoting new services to our customers.
“How important is it for us to hit our revenue goal?”
“I can buy a small list to help boost the ROI too.”

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

Remove spelling errors in your email
Add more text content to your email
Make sure all of your links are legitimate
Change the time of day your email is sent

1.) When you ask your coworker what they’re working on, they respond, “I’m trying to figure out the length and complexity of our lead’s buying cycles. ” Based on their response, it’s safe to assume that they’re focused on which part of lead nurturing?

Figuring out how long a lead nurturing campaign should take to complete
Writing content for a new offer
Determining which buyer persona should get which lead nurturing campaign
None of the above