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Chapter 8 Quiz

The document provides information about email marketing strategies and tactics. It discusses growing an email list, the advantages of short sign-up forms, how email can be effective for search engines, how B2B companies use email marketing, targeting email segments, examples of different types of emails (broadcast, triggered), metrics for A/B tests, removing inactive subscribers, and using marketing automation with a good list.

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Arun
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231 views

Chapter 8 Quiz

The document provides information about email marketing strategies and tactics. It discusses growing an email list, the advantages of short sign-up forms, how email can be effective for search engines, how B2B companies use email marketing, targeting email segments, examples of different types of emails (broadcast, triggered), metrics for A/B tests, removing inactive subscribers, and using marketing automation with a good list.

Uploaded by

Arun
Copyright
© © All Rights Reserved
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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DIGITAL MARKETING ESSENTIALS

Chapter 8: Email Marketing


Chapter 8 Quiz

Sunday, April 26, 2020 8:30


Due Date:
PM
Time
None
Limit:
Status: Incomplete

Retail websites can most advisedly grow their email list by

putting an email sign-up pop-up advertisement on every page of the website

require an email sign-up before allowing customers to shop on the site

automatically putting all customers on the broadcast email list

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

marketing automation is only possible with short email forms

it attracts a higher volume of sign-ups than a longer form

the company will have more information about customers to enable improved email content targeting
only customers with serious interest are likely to sign up

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

people cannot put emails from search engines in a separate commercial folder within their email account

it typically has information about deals that might interest its customers

search engines are not allowed to utilize other marketing channels

search engines typically generate no other form of direct traffic

A B2B services company is likely to use email marketing to

engage in lead nurturing

drive immediate conversions

broadcast messages to its employees

pursue corporate recruiting

Email marketers can target different segments by

changing portions of content for each segment within an email


both of the options

sending emails only to specific segments of the email list

neither of the options

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 transactional email

a triggered email

a broadcast email

an onboarding email

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

the open rate

the click-through rate


the churn rate

the conversion rate

Why should email marketers remove from their email list any consumers who have not opened an

email for several months?

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

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

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

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

generating leads from Company X

qualifying leads from Company X

training the employees within Company X

nurturing 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

automatically creating new content for emails

revamping the segmentation system

targeting emails to the right users based on their ongoing behavior

creating new onboarding email copy

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