Ch. 7 Flashcards
- The term used to describe the expressed willingness of consumers to receive further promotional material from the marketer is:
a. opt-in.
b. opt-out.
c. registration.
a. opt-in.
179
Acceptable email marketing practices under the CAN-SPAM law include:
a. using spiders and other anonymous collection techniques.
b. correct identification of the sender in the header.
c. sending unsolicited e-mail to prospective customers without giving them an opportunity to opt-out.
b. correct identification of the sender in the header.
192
A true statement about spam on the Internet is:
a. most users are indifferent to the presence of spam.
b. fewer users say they are receiving spam today.
c. some users are reducing their use of email as a result of spam.
c. some users are reducing their use of email as a result of spam.
176
The term used to describe the expressed willingness of consumers to receive further promotional material from the marketer is:
a. opt-out.
b. registration.
c. opt-in.
c. opt-in.
179
The minimal acceptable standard for permission marketing is:
a. opt-out.
b. opt-in.
c. confirmed opt-in.
a. opt-out.
179
Types of customer data that are important in good email marketing include:
a. physical mailing address.
b. purchasing behavior.
c. color and font preferences.
b. purchasing behavior.
181
Steps in developing an email campaign include:
a. borrowing an inexpensive email list.
b. measuring the results of the campaign.
c. finding out what copy is available in company files.
b. measuring the results of the campaign.
182
Guidelines for a good promotional email include:
a. using spiders and other anonymous email address collection techniques.
b. sending unsolicited e-mail.
c. Preheaders reinstating and reinforcing the offer
c. Preheaders reinstating and reinforcing the offer
184
The Golden Rs of email marketing include:
a. reciprocity.
b. recency.
c. relevance.
c. relevance.
191
- Following good email marketing principles, a company gathered ________ (Q10) to send future emails about its products and asked customers to ________ (Q11) to receive promotional mailings via email.
a. transactions
b. email addresses
c. permission
c. permission
178
- Following good email marketing principles, a company gathered ________ (Q10) to send future emails about its products and asked customers to ________ (Q11) to receive promotional mailings via email.
a. opt-Out
b. double-Click
c. opt-in
c. opt-in
179
Identify the three activities best suited to email marketing.
a. Newsletters, alerts and reminders, lead generation
b. Promotions and discounts, newsletters, alerts and reminders
c. Newsletters, interstitials, promotions and discounts
b. Promotions and discounts, newsletters, alerts and reminders
184
Which choice below best represents why direct email marketing is superior to direct mail?
a. Faster, higher response rate, better list
b. Faster, cheaper, better tracking
c. Faster, higher response rate, cheaper
c. Faster, higher response rate, cheaper
174
The following are elements of successful email promotional email except:
a. viral marketing options.
b. a call to action.
c. brand management.
c. brand management.
184
- The CAN-SPAM act requires applicable emails to have the following:
a. physical address, valid reply-to email, opt-in box.
b. physical address, valid reply-to email, unsubscribe provision.
c. physical address, valid reply-to email, P.O. Box.
b. physical address, valid reply-to email, unsubscribe provision.
192
- Which of the following is a good tip for a successful email marketing campaign?
a. Include lengthy articles to draw in the reader
b. Make use of the subject line to increase response rate
c. Restate your privacy policy on your web page
b. Make use of the subject line to increase response rate
184
Which internet marketing tool would be best suited to viral marketing?
a. Online polls
b. Website personalization
c. Email
c. Email
184
- Which of the following is considered a best practice in email marketing?
a. relevant messages
b. daily emails
c. personalized subject lines
a. relevant messages
191
- The term for delivered email mail that is actually opened is the following:
a. open rate.
b. click-through rate.
c. privacy rate.
a. open rate.
188
- The number of people who took action on the email divided by number of emails is called the:
a. click-through rate.
b. A/B testing.
c. bounce rate.
a. click-through rate.
188
Spam is only a minor annoyance to most Internet users.
False
176
Personalization means stating the name of the person sending the email.
False
190
There are some valid uses for spam e-mail in online marketing programs.
False
176
Double opt-in is the minimum acceptable industry standard for building e-mail lists.
False
179
Opt-out implies passive agreement on the part of an Internet user to allow marketers to contact the user for promotional purposes.
True
179
A robust customer database is one key to effective email marketing.
True
180
Email marketing can be carried out on an as-needed basis.
False
181-182
The requirements of the CAN-SPAM law differentiate between acquiring new customers and communicating with existing ones.
True
192
Email Marketing Service Providers provide no real benefit to marketers.
False
178
Email Marketing is best used as a retention tool rather than acquisition tool.
True
174
Hard bounces and soft bounces minus unsubscribes make up the bounce rate.
False
188
