Course 4

Question 1

A/B testing

Answer 1

A method of testing where two versions of content with a single differing variable are compared to determine which yields better results

Question 2

Accessibility

Answer 2

Considering the needs of people with disabilities when products, services, and facilities are built or modified, making them usable by people of all abilities

Question 3

Acquisition email

Answer 3

An email sent to acquire new customers

Question 4

Alt text

Answer 4

A brief, written description of an image with the primary purpose of assisting individuals who are visually impaired

Question 5

Behavioral data

Answer 5

Refers to information about the actions a customer takes—or doesn’t take—when it comes to shopping on a website

Question 5

Broken link

Answer 5

A hyperlink that no longer leads to the correct website

Question 5

Call to action

Answer 5

An instruction that tells the customer what to do next

Question 6

Click-to-open rate

Answer 6

The percentage of email recipients who clicked on one or more links in an email

Question 7

Complaint rate

Answer 7

The percentage of complaints recipients send to mailbox providers about receiving an email

Question 8

Conversion rate

Answer 8

The percentage of users who clicked on a link and took a desired action, like making a purchase

Question 9

Customer referral

Answer 9

A word-of-mouth initiative that encourages existing customers to introduce their family, friends, and contacts to become new customers

Question 9

Email marketing report

Answer 9

A collection of KPIs presented to the team and stakeholders to inform them of a campaign’s progress

Question 10

Data

Answer 10

: A collection of facts or information

Question 10

Demographic data

Answer 10

Refers to information specific to the customer, such as age, gender identity, income, family size, occupation, education, and location

Question 11

Email body

Answer 11

The text in the main content of an email

Question 12

Email bounce rate

Answer 12

The percentage of emails sent that could not be delivered to the recipient’s inbox

Question 13

Email copy

Answer 13

The text in a subject line, preview text, and email

Question 14

Email marketing

Answer 14

The process of sending messages to a list of existing subscribers to share information, drive sales, or create community

Question 14

Email marketing provider

Answer 14

A company that offers email marketing or bulk email services

Question 15

Google Display Network

Answer 15

A group of websites, videos, and apps where ads can appear

Question 15

Email marketing strategy

Answer 15

A set of procedures that a marketer identifies and follows to achieve their desired marketing goals with email advertising

Question 16

Forward rate

Answer 16

The percentage of recipients who click on the “share” button to post to social media or who click the “forward” button to send to others

Question 17

Insight

Answer 17

Information that is discovered through research or data analysis and that can be actioned upon to benefit a marketing strategy

Question 18

Key performance indicators (KPIs)

Answer 18

Measurements used to gauge how successful a business is in its effort to reach a business or marketing goal

Question 19

Lead generation

Answer 19

The practice of collecting a potential customer’s email address

Question 20

List growth rate

Answer 20

The rate at which an email subscriber list grows

Question 21

Marketing automation

Answer 21

The practice of using software, programs, and technology to create and implement applications to automate marketing tasks

Question 22

Merge tag

Answer 22

refer to personalization tag

Question 23

Metrics

Answer 23

Quantifiable measurements that are used to track and assess a business objective

Question 24

Newsletter

Answer 24

An email sent to subscribers on a regular basis, containing news and informational content relevant to the company and of interest to subscribers

Question 25

PESTLE analysis

Answer 25

: An audit that identifies political, economic, social, technological, legal, and environmental factors that may affect a marketing strategy

Question 25

Open rate

Answer 25

The percentage of users or customers who open an email

Question 26

Personalization tag

Answer 26

A code that allows the writer to insert unique user data from their mailing list into emails

Question 27

Preview text

Answer 27

Text next to an email’s subject line in the inbox that gives extra insight into what’s inside the email

Question 28

Promotional email

Answer 28

An email sent out to inform subscribers of new or existing products or services

Question 29

Psychographic data

Answer 29

Refers to information based on customers’ activities, interests, and opinions

Question 30

Quality control

Answer 30

The process through which a business seeks to ensure that product quality is maintained or improved

Question 31

Retention email

Answer 31

An email sent to a current customer with the intent of keeping them as a customer

Question 31

Social ads

Answer 31

Paid advertisements on social media platforms targeted to social media users

Question 32

Return on investment (ROI

Answer 32

Ratio of money made and money spent

Question 32

Screen enlargement application

Answer 32

Technology that helps users see content more easily by magnifying text and images on a computer or digital device screen

Question 33

Segmentation

Answer 33

The practice of dividing an email subscriber list into smaller groups based on criteria like interests, location, or purchase history

Question 33

Screen reader

Answer 33

An application that converts text, buttons, images, and other screen elements into speech or Braille

Question 34

Search engine marketing (SEM

Answer 34

Increasing a website’s visibility on a search engine results page through paid advertising

Question 35

SMART

Answer 35

A goal-setting method that can help define and measure the success of the goals of a campaign; Stands for “specific,” “measurable,” “attainable,” “relevant,” and “time-bound”

Question 36

Welcome email

Answer 36

An email sent out to brand new customers or subscribers

Question 36

Spam

Answer 36

Unsolicited and unwanted junk email sent out in bulk to a broad recipient list

Question 36

Stakeholders

Answer 36

The people—usually within an organization—that are affected by the campaign in some way

Question 37

Subject line

Answer 37

The first text recipients see after the sender’s name when an email reaches their inbox

Question 37

SWOT analysis

Answer 37

An audit that identifies a company’s strengths, weaknesses, opportunities, and threats

Question 37

Unsubscribe rate

Answer 37

The percentage of email recipients who unsubscribe from a send list after opening an email

Question 37

Website prompt

Answer 37

A digital banner that calls on a website visitor to act in some way