Chapter 8 Quiz

Retail websites can most advisedly grow their email list by:

• a) Automatically putting all customers on the broadcast email list

• b) Putting an email sign-up pop-up advertisement on every page of the website

• c) Requiring an email sign-up before allowing customers to shop on the site

• d) Allowing customers to sign up for the email list during the checkout procedure

The primary advantage of a short email sign-up form is that:

• a) It attracts a higher volume of sign-ups than a longer form

• b) Marketing automation is only possible with short email forms

• c) Only customers with serious interest are likely to sign up

• d) The company will have more information about customers to enable improved email content targeting

Email marketing can be especially effective for a search engine like Kayak or Expedia because:

• a) People cannot put emails from search engines in a separate commercial folder within their email account

• b) Search engines typically generate no other form of direct traffic

• c) Search engines are not allowed to utilize other marketing channels

• d) It typically has information about deals that might interest its customers

A B2B services company is likely to use email marketing to:

• a) Engage in lead nurturing

• b) Drive immediate conversions

• c) Broadcast messages to its employees

• d) Pursue corporate recruiting

Email marketers can target different segments by:

• a) Both sending emails only to specific segments of the email list AND changing portions of content for each segment within an email

• b) Sending emails only to specific segments of the email list

• c) Both sending emails only to specific segments of the email list AND changing portions of content for each segment within an email

• d) Changing portions of content for each segment within an email

A company sends out a broadcast email to its entire email list informing the list about Black Friday deals. At 6:00 pm on Black Friday, the company sends out an email only to members of its email list that (1) clicked on the previous email and (2) did not make a purchase. This second email is an example of:

• a) A broadcast email

• b) A triggered email

• c) An onboarding email

• d) A transactional email

To determine the winner of an A/B test on a subject line, an email marketer should use:

• a) The churn rate

• b) The open rate

• c) The conversion rate

• d) The click-through rate

Why should email marketers remove from their email list any consumers who have not opened an email for several months?

• a) Large databases are difficult to manage, so a company should try to keep email lists as small as possible

• b) Including these recipients drives down email metrics and makes the email marketer look bad

• c) Only recipients who have made a purchase within the last month have any chance of ever purchasing again

• d) Including these recipients puts the company at risk of being blocked by spam filters

After a B2B services company closes a deal with Company X, email marketing may still be useful for purposes of:

• a) Nurturing leads from Company X

• b) Training the employees within Company X

• c) Qualifying leads from Company X

• d) Generating leads from Company X

If an email marketer has a good email list and lots of information about the users on this list, marketing automation would be useful for:

• a) Targeting emails to the right users based on their ongoing behavior

• b) Automatically creating new content for emails

• c) Revamping the segmentation system

• d) Creating new onboarding email copy