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

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

Creating a Contact Management and Segmentation Strategy

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

Sending the Right Email

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

Creating a High-Performing Email

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

Understanding Email Deliverability

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

Outlining the Design of Your Marketing Emails

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

Analyzing Your Marketing Emails

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

Testing Your Marketing Emails

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

Develop Relationships With Lead Nurturing

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

Optional: Start Your Marketing Right

  1. Why is starting your marketing right important?
  2. How do you get started marketing right?
  3. Getting Started with Marketing Hub Starter
  4. Getting started with Marketing Starter dashboard tool
  5. Getting started with Marketing Starter lead capture tools
  6. Getting started with Marketing Starter ads tool
  7. Getting started with Marketing Starter email tool

Who should get certified?

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

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

200.) When was the first email sent?

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

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

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

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

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?

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

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?

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?

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

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?

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

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?

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?

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?

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.

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

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

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?

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

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.”

179.) What does AIDA stand for?

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?

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

176.) What is the definition of a conversion?

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

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?

173.) What is graymail?

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 ______.

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

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

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.

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

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

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

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?

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

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.

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 ________.

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

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

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

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

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

156.) What is the definition of analysis?

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

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

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

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

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

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?

149.) What is the definition of email deliverability?

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

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.”

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.

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

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

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?

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

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

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

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 __________.

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.

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

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

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

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?

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

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

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?

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

129.) What is the definition of lead nurturing?

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

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

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.

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?

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?

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

122.) What does email delivery refer to?

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

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

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?

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

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 ___________.

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.

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?

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?

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

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

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

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.

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?

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

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?

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

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?

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

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

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?

101.) The Buyer’s Journey is the:

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

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

98.) How does a well-managed contact database help improve your email marketing?

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?

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

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

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.

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?

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?

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

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

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

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

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?

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

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

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

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?

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:

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

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?

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:

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

77.) Your company is looking to hire an email deliverability expert. Which of the following accurately describes how this expert would help your business:

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

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

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

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:

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:

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?

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?

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:

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

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

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?

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

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:

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

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?

61.) True or False? You should never email a disengaged contact again.

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

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

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

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

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

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?

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

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

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?

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

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

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

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?

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?

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

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

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?

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?:

42.) True or False? A higher open rate will result in a higher click-through rate.

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

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

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

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

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

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

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

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:

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.

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

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:

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

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

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:

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

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:

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:

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

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?

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:

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?

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

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?

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

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?

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?

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?

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

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?

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?

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?

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

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?

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

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

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

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?

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?

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

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?