Email Marketing Basics Flashcards
Before you send an email, it is important to segment your audience for which of the following reasons?
Select all that apply:
1) To ensure that everyone receives the same message
2) To identify who you don’t want to target
3) To remain CAN-SPAM compliant
4) To target the audience with a message that is as relevant as possible
2) To identify who you don’t want to target
4) To target the audience with a message that is as relevant as possible
What are the steps in building an email program?
Select four:
1) Identify your audience
2) Determine when you want to send the email
3) Define your message and create a compelling email
4) Approve the email send program
5) Create a content marketing asset to send in the email
1) Identify your audience
2) Determine when you want to send the email
3) Define your message and create a compelling email
4) Approve the email send program
Identify what should be included as a best practice when naming your email program.
Select all that apply:
1) Operating system
2) Channel or campaign type
3) Year and month
4) Offer or content name
2) Channel or campaign type
3) Year and month
4) Offer or content name
True or False: As a best practice, the copy in your email should be compelling, read quickly, and have a clear value proposition.
True
The call to action in an email can be created as which of the following?
Select all that apply:
1) Text link
2) Image
3) Button
All apply
Which program type should you use to send a scheduled monthly newsletter?
Select one:
1) Event
2) Operational
3) Email
4) Engagement
3, Email
Identify the Marketo feature to personalize your newsletter’s subject line.
Select one:
1) Tokens
2) Smart Lists
3) Text anchors
4) Segmentations
1) Tokens
How do you track the success of your newsletter program?
Select all that apply:
1) Review the Email Performance report
2) Create an A/B test
3) Use a Smart Campaign to update members’ program status
4) Review the Program Performance report
3) Use a Smart Campaign to update members’ program status
4) Review the Program Performance report
Which Marketo feature makes setting up monthly or quarterly newsletters quicker and more consistent?
Select one:
1) Folder sharing
2) System tokens
3) Cloning
4) Landing page templates
3, Cloning
What are the benefits of using gated content in your content marketing strategy?
Select all that apply:
1) Differentiate between buyers and browsers
2) Learn more about your prospects
3) Make content more available to all users
4) Generate sales leads
1) Differentiate between buyers and browsers
2) Learn more about your prospects
4) Generate sales leads
Which of the following is the best description of when to use a Default program in Marketo?
Select one:
1) Sending a single scheduled email
2) Building a relationship with a customer through nurture marketing
3) Running a live event
4) None of these
4, None of these
Which of the following questions can help you determine what content should be gated?
Select all that apply:
1) How will you use the information you collect?
2) Is the content valuable enough for a visitor to provide their information to access it?
3) What information will you require to ungate the content?
4) Is the content available elsewhere ungated?
All apply
Which of the following are ways that you could use triggers to react to user behavior?
Select all that apply:
1) Send an email to users who attended a webinar
2) Send a notification to sales when a customer requests information
3) Send email when user completes form
4) Send email to a subset of users based on job title
2) Send a notification to sales when a customer requests information
3) Send email when user completes form
Marketing automation platforms do NOT have which functionality?
Select the best answer:
1) Score leads
2) Host landing pages
3) Host your organization’s website
4) Segment your database
3, Host your organization’s website
Which is NOT a reason to gate content for middle-funnel stage buyers?
Select the best answer:
1) To collect data about your prospects
2) To generate better quality leads for the sales team
3) To learn which of your visitors are most likely to make a purchase
4) To give away more information
4, To give away more information
If your goal is to generate new prospects in your database, which strategy should you use?
Select the best answer:
1) Telemarketing
2) Email marketing
3) Direct mail
4) Pay-per-click advertising
4, Pay-per-click advertising
Which feature must a non-operational email have?
Select the best answer:
1) A subject line with 50 characters or less
2) A preview test sent for review prior to the deployment
3) An unsubscribe link
4) At least one image
3, An unsubscribe link
Which element is NOT typically found on a landing page?
Select the best answer:
1) Headline
2) Hero image
3) Subject line
4) Body text
3, Subject line
A marketer would like the recipient’s first name to appear on a landing page.
Which type of token should the marketer use?
Select the best answer:
1) My token
2) Landing page token
3) Lead (person) token
4) Company token
3, Lead (person) token
Which is the main advantage of using a select (picklist) field instead of a text field in your forms?
Select the best answer:
1) Select fields look better on mobile devices.
2) Visitors can enter their own text, making for a more accurate database.
3) It is easier to create select fields in the form editor.
4) The data will all be entered the same way, making for a cleaner database.
4, The data will all be entered the same way, making for a cleaner database.
Which types of fields can be added to a form?
Select the best answer:
1) Only the standard database fields
2) A maximum of 10 fields from the database which are determined by the administrator
3) Only the text fields in the database
4) All custom fields in the database
4, All custom fields in the database
Match the A/B testing winner criteria with their correct definitions.
A. This registers when images are downloaded in an email and a Marketo tracking pixel loads.
B. This measures the relevancy and context of an email by taking the number of unique clicks divided by the number of unique opens.
C. This shows the number of people who interacted with links in your email.
D. This shows the effectiveness of the content in your program based on a proprietary algorithm.
- Opens
- Clicks
- Engagement Score
- Click to Open %
A. 1, Opens
B. 4, Click to Open %
C. 2, Clicks
D. 3, Engagement Score
Match each report to the correct description.
A. View email metrics for your email send, including opens, clicks, and unsubscribes.
B. View basic program metrics, like members and success.
C. View statistics on the individual links in your emails.
D. Review interactions with your emails: delivered or bounced, opened, clicked, unsubscribed, etc.
E. Identify the number of people who completed forms in your landing pages, and how many of them were new people.
- Landing Page Performance Report
- Email Program Dashboard
- Email Performance Report
- Email Link Performance Report
- Program Performance Report
A. 2, Email Program Dashboard B. 5, Program Performance Report C. 4, Email link Performance Report D. 3, Email Performance Report E. 1, Landing Page Performance Report
Which statement is true regarding the period cost?
Select the best answer:
1) It is used to determine Marketo subscription cost.
2) It is the amount of money spent on a program.
3) It is not able to be set up for multiple months.
4) It is only in U.S. currency.
2, It is the amount of money spent on a program
Which is NOT a benefit of using My Tokens in a program?
Select the best answer:
1) It reduces the chance of inconsistency or error in program assets.
2) It ensures consistent application of best practices among team members.
3) It decreases the amount of time required to build a new program.
4) It personalizes emails and landing pages.
4, It personalizes emails and landing pages
Which can be considered a success status for a webinar program?
Select the best answer:
1) No show
2) Unsubscribed
3) Member
4) Attended
4, Attended
What are the benefits of using gated content in your content marketing strategy?
Select all that apply:
1) Differentiate between buyers and browsers
2) Learn more about your prospects
3) Make content more available to all users
4) Generate sales leads
1) Differentiate between buyers and browsers
2) Learn more about your prospects
4) Generate sales leads
Which of the following is the best description of when to use a Default program in Marketo?
Select one:
1) Sending a single scheduled email
2) Building a relationship with a customer through nurture marketing
3) Running a live event
4) None of these
4, None of these
Which of the following questions can help you determine what content should be gated?
Select all that apply:
1) How will you use the information you collect?
2) Is the content valuable enough for a visitor to provide their information to access it?
3) What information will you require to ungate the content?
4) Is the content available elsewhere ungated?
All apply
Which of the following are ways that you could use triggers to react to user behavior?
Select two that apply:
1) Send an email to users who attended a webinar
2) Send a notification to sales when a customer requests information
3) Send email when user completes form
4) Send email to a subset of users based on job title
2) Send a notification to sales when a customer requests information
3) Send email when user completes form
Which of the following can you test with Marketo’s Email A/B testing functionality?
Select all that apply:
1) Times
2) Deliverability rates
3) Subject lines
4) Images
5) Sender information
6) Dates
1) Times
3) Subject lines
5) Sender information
6) Dates
Which of the following can you test in an A/B test?
Select all that apply:
1) Email Content
2) Subject Lines
3) From Addresses
4) Send Dates & Times
All apply
Which of the following is not duplicated when you clone a program?
Select all that apply:
1) Reports
2) Smart Campaigns
3) Assets
4) Period Costs
4, Period Costs
Email A/B testing allows you to set winner criteria to any of the following except:
Select one:
1) Clicks
2) Engagement Score
3) Industry Segment
4) Opens
3, Industry Segment
Which of the following elements cannot be tested in an email A/B test?
Select all that apply:
1) From address
2) List
3) Date/Time
4) Whole email
2, List
Why use an Email Performance report instead of just using the Email Dashboard?
Select all that apply:
1) Get information about hard and soft bounces
2) Collect multiple emails’ statistics into a single report
3) Collect number of pending emails
4) View Engagement Score
1) Get information about hard and soft bounces
2) Collect multiple emails’ statistics into a single report
3) Collect number of pending emails
What is the minimum duration of time needed between the time the test was sent and when the winning email will be sent?
Select one:
1) 1 day
2) 4 hours
3) 1 hour
4) 1 week
2) 4 hours
Which of the following is a recommended best practice for using forms?
Select one:
1) Use progressive profiling to accumulate information about a lead over time
2) Use a form to gather information for all content that can be downloaded from your website
3) Collect as much information as possible upfront
4) Never use default values
1) Use progressive profiling to accumulate information about a lead over time
Which of the following statements about using and editing forms in Marketo is not true?
Select all that apply:
1) A local form can be used in any marketing program
2) Using a picklist to restrict values will make it easier to maintain your data
3) A global form can be used in any marketing program
4) You can make a field on the form required
1) A local form can be used in any marketing program
You’re building a form for potential customers requesting a quote, which type of form would work best?
Select one:
1) A progressive form
2) A multi-page form
3) A single-page form
4) A static form
2, A multi-page form
Which of the following can be changed to better fit your brand?
Select all that apply:
1) Typeface
2) Navigation
3) Theme
4) Footer
1, Typeface
3, Theme
Which of the following can be cloned?
Select one:
Emails
Landing Pages
Forms
All are applicable
All are applicable
After reviewing and approving the thank you page, what do you do next?
Select one:
Clone the thank you page
Import Assets
Add a form
Create a folder
Clone the thank you page
Which of these is not a step in creating content for your promo page?
Select one:
Add your logo
Deliver the offer
Offer the solution
Explain the problem
Add your logo
Which of these offline events could benefit from an event program?
Select one:
Trade shows
Conferences
Seminars
All are applicable
All are applicable
Which of the following are reasons your company would want to host an event?
Select one:
To build brand awareness
To generate new names
To engage with prospects and existing customers
All are applicable
All are applicable
Which of these is a required step when building your own event program?
Select one:
Add period costs
Create a folder
Embed a form
Import images
Add period costs
When importing the list of trade show attendees to your Marketo event program, which of the following should you set your program member status to?
Select one:
Registered
Visited booth
Attended
Engaged
Visited Booth
Marketo can automatically calculate the ROI for members, new leads, and program successes if you include which of the following item in your event program build?
Select one:
Tokens
Smart Lists
Period Costs
Email Performance Reports
Period Costs
What is true about Email Deliverability?
Select all that apply:
It’s the single most critical factor to the success of your email campaigns
Successful email deliverability depends on a combination of best practices, email authentication, and reputation
Learning how to optimize your email deliverability will help better engage your customers
Improving your email deliverability can have a big impact on revenue
All apply
Which of the following are examples of email deliverability steps for success?
Select all that apply:
Use one large image in your email content
Manage your complaint rate
Use responsible methods to build your lists
Create engaging content
Manage your complaint rate
Use responsible methods to build your lists
Create engaging content
What are some common email metrics to watch when measuring your email deliverability data?
Select all that apply:
Opens
Bounces
Email delivery rate
Clicks
All apply
What is a spam block?
Select one:
Commercial advertising and/or emails sent in the form of electronic communications.
What happens when the receiving inbox considers the email as unsolicited or inappropriate.
A term to describe where an email lands after it’s been accepted by the recipient’s server.
A temporary issue and multiple attempts will be made to deliver the email until either the deliverability issue is resolved.
What happens when the receiving inbox considers the email as unsolicited or inappropriate.
How can you be compliant with email regulations?
Select all that apply:
Get your customer’s permission to send emails to them
Practice clean opt-in methods for building your database
Leave the unsubscribe link off your email footer
Send your customers only content they signed up for
Get your customer’s permission to send emails to them
Practice clean opt-in methods for building your database
Send your customers only content they signed up for
Which of the following do you use when connecting Marketo to your webinar provider?
Select all that apply:
LaunchPoint Partner
Webinar Connector
Partner Portal
Webinar Portal
LaunchPoint Partner
What are some of the processes that take place in a typical webinar program structure?
Select all that apply:
A confirmation email is sent to people after they register for your webinar.
An email invitation is sent to your existing customers.
A reminder email is sent to anyone who received the original invitation but has not yet registered.
A follow-up email is sent to those people who did or didn’t attend.
All apply
You can use smart campaigns for which of the following?
Select all that apply:
Manage the program status of your audience
Follow up with those who attended the webinar
Remove people who did not attend the webinar
Automate the marketing activities for your webinar
Manage the program status of your audience
Follow up with those who attended the webinar
Automate the marketing activities for your webinar
What are some ways the webinar event program is different than the live event program?
Select all that apply:
The webinar program can be cloned.
The webinar program has an additional smart campaign that tracks users who watch the webinar after the event.
The webinar program has an additional landing page for the on-demand recording.
The webinar program has a dedicated webinar channel in Marketo.
The webinar program has an additional smart campaign that tracks users who watch the webinar after the event.
The webinar program has an additional landing page for the on-demand recording.
The webinar program has a dedicated webinar channel in Marketo.
What are some main reasons to use webinars in your marketing strategy?
Select all that apply:
Boosts pipeline performance
Inexpensive
Generates interest in your products or services
Convenient
All apply
