HubSpot Email Marketing Certification Exam Answers

Clear My Certification May 1, 2024 HubSpot Leave a comment 158 Views

HubSpot’s email marketing platform provides a comprehensive suite of tools to help businesses create, manage, and optimize their email campaigns. Here are some key features and benefits:

Email Creation: HubSpot offers a user-friendly drag-and-drop editor for designing visually appealing emails without any coding knowledge. Users can choose from a library of customizable templates or create their own designs.
Personalization: Personalization is a core feature of HubSpot’s email marketing platform. Users can dynamically insert personalized content, such as recipient’s name or relevant product recommendations, to increase engagement and relevance.
Contact Management: HubSpot’s CRM integration allows users to manage their contact lists effectively. They can segment contacts based on various criteria and create targeted email campaigns tailored to specific audiences.
Automation: HubSpot’s automation tools enable users to set up automated email workflows triggered by certain actions or events, such as new subscriber sign-ups or abandoned cart activities. This helps businesses nurture leads and engage with customers at the right time with relevant content.
Analytics and Reporting: HubSpot provides detailed analytics on email performance, including open rates, click-through rates, conversion rates, and more. Users can track the effectiveness of their campaigns in real-time and make data-driven decisions for optimization.
A/B Testing: HubSpot allows users to conduct A/B tests on various elements of their emails, such as subject lines, content, and send times, to determine what resonates best with their audience and improve campaign results.
Compliance and Deliverability: HubSpot helps users stay compliant with email marketing regulations, such as GDPR and CAN-SPAM, by providing built-in compliance features and best practices guidance. It also employs industry-leading deliverability practices to ensure emails reach recipients’ inboxes.
Integration: HubSpot integrates seamlessly with other marketing tools and platforms, including CRM systems, social media, and analytics tools, providing a centralized solution for managing all marketing efforts.

Overall, HubSpot’s email marketing platform empowers businesses to create engaging, personalized email campaigns, automate workflows, and analyze performance to drive better results and ROI.

HubSpot Email Marketing Certification Exam Answers

Question 1: What is the definition of an email marketing strategy?

A strategy used to market products and services and nurture relationships in a human and helpful way through the use of the email channel.
A separate strategy outside of your inbound efforts that involves sending email.
A strategy for sending all types of email for your business, including sales emails and administrative emails.
A strategy around sending transactional email for your business.

Question 2: When was the first email sent?

1980s
2000
1970s
1990s

Question 3: How can email marketing fuel your overall inbound strategy?

Email marketing provides a one-to-one channel of communication.
Email marketing provides different types of email.
Email marketing syncs closely to your CRM.
Email marketing syncs data to external platforms.

Question 4: What does it mean to create an inbound email marketing strategy?

Develop a way to send blast email, create conversations, and close customers.
Create a human, helpful, and customer-driven conversation and experience.
Create a human, inbound, and holistic experience.
Create a helpful, human, and lead-only driven conversation and experience.

Question 5: When sending email you can segment contacts by their buyer personas. What is a buyer persona?

A buyer persona is an actual representation of your customer based on real data.
A buyer persona is a semi-fictional representation of your lead before they become a customer.
A buyer persona is a semi-fictional representation of your ideal customer.
A buyer persona is a tool you use to define your ideal customer.

Question 6: The significance of segmentation, the power of personalization, and the impact of data-driven analysis are the three pillars of an _________.

effective inbound marketing strategy.
email marketing sending strategy.
email marketing and sales strategy.
effective email marketing strategy.

Question 7: Fill in the blank: Without ________ for your emails, you won’t know if your emails are successful or not.

contacts
goals
segmentation
personalization

Question 8: If explicit data is information that is intentionally shared between a contact and a company, what is implicit data?

Information gathered from website activity
Information gathered from a form submission
Information gathered from implied behavior
Information gathered from user behavior

Question 9: There are three best practices for creating a successful segmentation strategy. Two of them are having a clean and organized database and collecting the right information. What is the third?

Understanding implicit and explicit data
Sending at the right time
Having buyer personas
Segmenting by the buyer’s journey

Question 10: Fill in the blank: A ___________ strategy is focused on using a software program to easily store and source a contact’s information, including their name, contact history, email information, and more.

contact management
contact organization
contact program
contact database

Question 11: You can use your database and contact management strategy to do a few things: see the whole picture of every contact, organize contacts to keep a healthy database at all times, and what else?

Organize all the interactions you have.
Integrate your contact information with other tools you use.
Integrate with the other parts of your platform.
Integrate your email information with the other tools you use.

Question 12: Each year your contacts database will decay, so to successfully cater to the needs and interests of your contacts, what do you need to begin with?

The right contacts in your database
The right program to analyze the trends
The right platform to bring in new contacts
The right strategy to measure the decay

Question 13: Before emailing any contacts in your database, what question do you need to ask yourself or your team?

Do we have permission?
Do we have a segment of contacts?
Do we have a goal?
Do we have an email template?

Question 14: If you have an offer that’s targeted towards your leads in your database and wouldn’t provide as much value to your customers, what could you segment by to send only to your leads?

Lifecycle stage
Contact property
Buyer’s journey
Buyer persona

Question 15: When sending the right email, there are three key things you’ll need to understand: why you are sending that email, your goal, and the value you’re delivering to the person on the other end of the send. This gives you the foundation to __________.

set the right buyer personas to send email by setting appropriate segments in your database that will match with the content you’re creating
set the right template for your emails to send the most contextual message to the appropriate segments
set the right expectations with those receiving your email by setting an appropriate and contextual goal and then pairing that with information that will provide the most value
set the right foundations to send your transactional emails at the right time

Question 16: There are three key components to sending the right email. Two of them are the right email and the right time. What is the third?

The right person
The right segments
The right email platform
The right buyer personas

Question 17: What helps to ensure you deliver the right email to the right person?

Buyer personas
Segmentation
Buyer’s journey
Contact properties

Question 18: By adding the following copy to your email, what are you doing for your contacts? “Thanks for subscribing to my blog. I’m thrilled to have you here! You’ll be receiving updates from me on how to send better emails on a monthly basis, but if you’re looking to update your email preferences, you can do so anytime here. Invite your team members to subscribe because when we learn together, we grow together.”

Setting expectations
Subscribing them
Aligning content
Nurturing the contacts

Question 19: What does AIDA stand for?

Attention, interest, desire, action
Attention, interest, decision, action
Attention, ideas, desire, action
Attention, intention, decision, action

Question 20: Taking the essential pieces of any email and optimizing each piece to help drive conversions towards your set goal will help you create high-performing emails. What are these essential pieces?

The goal of why you’re sending it and then the carefully designed components layered on top of each other
The segments you’re sending to and the deliverability goals of your email
The template you’re using to send your email and the footer information you’re using
The segments of contacts you do not send to and the the segments you are sending to

Question 21: Having an understanding of what you’re trying to achieve is the most important part of creating high-performing emails. What theme does this correlate to?

Setting a goal
Selecting a template
Discussing with your team
Sending your email

Question 22: Fill in the blank: In the _________ stage of the buyer’s journey, the potential buyer has defined their problem and is actively researching different solutions.

consideration
awareness
decision
acquisition

Question 23: What are the two key actions to look at when optimizing each part of your email?

The segment and the open
The open and the click
The contacts and the goal
The subject line and the preview text

Question 24: What is the ideal length of an email subject line?

41–50 characters
55–75 characters
10–20 characters
75–100 characters

Question 25: Fill in the blank: Words like “free” or “percent off” will not only trigger spam filters for your email, but will also ___________.

have higher unsubscribe rates
trigger fewer sales
align with the content for coupons in the email
not sound like the email is coming from a real person

Question 26: Fill in the blank: The snippet of copy that’s pulled in from the body of your email is the _________.

preview text
preview email
preview content
preview line

Question 27: What does email delivery refer to?

Whether or not a receiver accepts your email
Whether or not a contact opens your email
Whether or not a receiver clicks your email
Whether or not a receiver rejects your email

Question 28: What is graymail?

Email you technically opted in to receive but do not really want.
Email you never opted in to receive and do not want.
Email you opted in to receive and engage with.
Email that’s delivered to your spam folder.

Question 29: In the email world, consent can be defined as any time you collect verifiable permission from an email recipient to send them email. What is one way you can collect consent?

Selecting a checkbox to grant consent
Filling out a form
Selecting a checkbox in an email
Filling out a lead flow

Question 30: Through sources, permissions, and expectations, you’re taking a close look at the contacts lists that you’re sending email to. This will help you ______.

build trust
create segments
build segmentation
build email deliverability

Question 31: True or false? Any email marketing vendor of value will not allow you to send to a purchased list.

True
False

Question 32: What are the two buckets that your post-send metrics fall into?

Segmented and non-segmented
Opened and clicked
Positive and negative
Engaged and did not engage

Question 33: What are the three levels of opt-in?

Opt-in, opt-out, and neutral
Neutral, opt-in, and confirmed opt-in
Opt-out, opt-in, and GDPR opt-out
There are only two.

Question 34: What is the average width of an email?

600 pixels
55 pixels
900 pixels
400 pixels

Question 35: True or false? You need a web designer to design your marketing emails.

True
False

Question 36: True or false? Analysis is only important in your inbound email marketing strategy.

True
False

Question 37: Your email metrics are your listening device to refine and improve your marketing emails over time. What can your metrics help you track?

Segmentation
Buyer’s journey
Conversations across emails
Social interaction

Question 38: There are three types of metrics you want to analyze and track. Two of them are individual email metrics and whole marketing channel metrics. What is the third?

Return on investment
Segmentation strategy
Social media collaboration
Return on value

Question 39: What is the definition of analysis?

The detailed examination of anything complex to understand its nature or to determine its essential features
The detailed examination of your emails specifically
The examination of all your marketing efforts at all times
The examination of how well you’re doing analysis

Question 40: The number of valid email addresses that accepted your company’s message is the definition of what metric?

Emails delivered
Emails sent
Emails suppressed
Emails rejected

Question 41: What is one common cause of low click-through rates?

The email is trying to do too many things.
The email doesn’t have a CTA.
The email doesn’t have a link to a web-page version.
The email wasn’t sent to enough people.

Question 42: Fill in the blank: Consistent analysis helps you discover _________.

trends
open rates
click rates
value

Question 43: Using an A/B test, what can you test with your marketing emails?

Variations of your email
The subject line of your email
The body of your email
The segment of contacts

Question 44: Which of the following is NOT a step in creating tests for your marketing emails?

Design your test.
Review and start your test.
Evaluate the segment of recipients you’re sending to.
Analyze your whole email marketing strategy performance.

Question 45: True or false? The email body copy, the body design/layout, the body images, the CTA, and the email signature are all elements that can affect the open rate of your email.

True
False

Question 46: How many contacts do you need on your list to run an A/B test?

At least 1,000
At least 50
At least 2,000
At least 500

Question 47: When using a significance test calculator, what is the “margin of error” called?

Confidence interval
Confidence value
Confidence level
Confidence percentage

Question 48: True or false? You need a dedicated A/B testing tool to run your A/B tests.

True
False

Question 49: When deciding to run an A/B test, your team discusses the length of time you want to run your test for. What should you and your team do to define the time range?

Decide that three hours is long enough because people never check our emails after that.
Try to test for 24 hours to give us enough time to produce statistically significant results.
Three hours is too long. We should only run it for an hour so we can make our decision faster.
We should review past emails we’ve sent to see where opens and clicks start to drop off, then identify the time frame we want to test in.

Question 50: True or false? Every test you run needs to have statistically significant results.

True
False

Question 51: Lead nurturing can be defined as a way to build relationships. While building these relationships, there are key benefits to your business. Lead nurturing will help you build relationships by being the ___________.

timely, efficient, and targeted approach to connecting with your leads
timely, effective, and targeted approach to connecting with your contacts
timely, efficient, and targeted approach to connecting with your contacts
timely, efficient, and segmented approach to connecting with your contacts

Question 52: Software with the goal of automating your marketing actions is the definition of what?

Lead automation
Marketing automation
Services automation
Sales automation

Question 53: When planning an effective lead nurturing campaign, what is the first step that you should take as an inbound professional?

Setting goals
Creating content
Selecting personas
Identifying the timeline
Measuring and improving.

Question 54: When creating your overall lead nurturing strategy, what is something you want to keep in mind and make a part of your strategy?

Treating your contacts the way you want to be treated and showing them value
Contact management and segmentation
Lead rotation for handoff to sales
Only top-of-the-funnel contacts

Question 55: In an interview with the HubSpot partner Campaign Creators, what did they say is one of the most important parts of their lead nurturing strategy?

Patience
Leads
Development
Communication

Question 56: True or false? Trust is not a factor of your lead nurturing strategy.

True
False

Question 57: What is the definition of email deliverability?

The measurement and understanding of how successful a sender is at getting their marketing email into people’s inboxes
A program to get into people’s inboxes
The measurement of how successful a sender is at not getting lost in the spam folder
The measurement and understanding of spam filters

Question 58: True or false? Are there three levels of opting in types?

True
False

Question 59: When looking to send email to your contacts you need to collect what _______ to help build the trust you need to create lasting relationships with your contacts.

Verifiable permission
Email address
Email domain
Verifiable business name

Question 60: Segmentation is an important piece of your inbound email marketing strategy. What does segmentation primarily help you do?

Send the right person the right message at the right time.
Create active lists for your business.
Segment contacts who you can’t connect with.
Segment the different functions of your business to target outreach and communication.

Question 61: You’re looking to send an email to three different lists of contacts. You’ve created each segmented list based off where those contacts are in their research process with your company. What type of lists have you created?

Buyer’s journey lists
Buyer’s plan lists
Customer journey lists
User journey lists

Question 62: As an inbound professional you might be sending many different types of emails, even one-to-one communication emails. What will you need to send one-to-many emails?

Email sending provider
Email service program
Email service provider
Email sender program

Question 63: Fill in the blank: Inbound is the happy marriage between___________.

ontent and email
strategy and content
outbound and inbound
context and content

Question 64: To help you track the health of your database, you’ll typically want to have a few segments that help you monitor that health. What is one example of a segment to track health?

A segment that tracks all ineligible contacts
A segment that tracks all emails sent
A segment that tracks all actively subscribed contacts
A segment that tracks all contact sources

Question 65: You received an email this morning where the content didn’t align with the subject or the context in which you were receiving it. It was a jarring experience for you. What was this email not doing?

Creating the right email by bringing content and subject line together
Creating the right email by bringing content and context together
Creating the right email by bringing context and buyer personas together
Creating the right email by bringing inbound and email together

Question 66: True or false? When you take a specific action on a website around a certain topic, and an email is triggered to you that follows up with additional educational content around that topic, this is an example of sending the right email.

True
False

Question 67: Fill in the blank: Connecting the different stages of the buyer’s journey with the content you’re sending is an example of ____________.

alignment
relevancy
context
connection

Question 68: Using the data you have on each of your contacts—such as when they open, click, and convert—and scheduling your emails to send when your contacts are mostly likely to engage with your email is the definition of what?

Send opportunity personalization
Send time property
Send delivering personalization
Send time personalization

Question 69: Sending the right email requires tactical aspects. Which of these are tactical aspects of sending the right email?

Expectations
Email layout
Personalization
All of the above

Question 70: What is the definition of a conversion?

The completion of an open
The completion of a click
The completion of a desired action
The completion of all clicks

Question 71: You have one goal for your email, and your CTA should drive the reader toward that goal. In addition to your CTA button, how else can you link to your CTA?

By hyperlinking appropriate copy
By editing alt-text
By linking images to your offer
All of the above

Question 72: True or false? Email deliverability is the measurement and understanding of how successful a sender is at getting their marketing email into people’s inboxes.

True
False

Question 73: A computer program that allows you to access and manage your email is the definition of what?

Email client
Email engagement
Email outsourcing
Email platform

Question 74: True or false? Your email outline is the actual template you’ll use for every email.

True
False

Question 75: True or false? Creating a consistent learning experience is a step in outlining the design of your marketing emails.

True
False

Question 76: True or false? You want to strive for a very little drop off between the number of people you sent to and the number of people you were able to successfully deliver to.

True
False

Question 77: Fill in the blank: Return on investment is used in many aspects of your inbound strategy. In your email marketing strategy, it is defined as the overall return your ________.

email campaigns bring in from your business’ initial investment.
email segments bring in from your business’ initial investment.
emails deliveries bring in from your business’ initial investment.
email engagements bring in from your business’ initial investment.

Question 78: What is the first question you should ask yourself when testing your marketing emails?

Why am I running this test?
What am I testing?
Who am I testing with?
How long will my test run?

Question 79: Fill in the blank: ________ will give you the number for each email recipient sample size that will help yield conclusive results.

The results of your A/B test
The results of the pre-work of your A/B test
A significance test calculator
The purpose of your A/B test

Question 80: True or false? This an example of timeliness within lead nurturing: “A contact downloads a piece of content on ‘The Best Ways to Create Subject Lines for Email Newsletters.’ You and your company send a follow-up piece of content that builds off that subject, such as a blog post on how to write effective email copy.”

True
False

Question 81: What is the the last step of running effective lead nurturing campaigns?

Setting goals
Selecting personas
Measuring and improving
Creating content
Identifying the timeline

Question 82: Fill in the blank: In your email marketing strategy, CATS refers to “the right content to the right audience ______________.”

at the right time equals success.
at the right time equals sending.
at the right term equals successful sending.
at the right test equals success

Question 83: True or false? On average, for every dollar spent on email, it has consistently produced anywhere from a $40-44 return.

True
False

Question 84: True or false? If you cannot determine the source of your contacts, you have verifiable permission to send them.

True
False

Question 85: What is the definition of lead nurturing?

A process of building relationships with prospects with the goal of earning their business when they’re ready
A marketing effort focused on engaging with only your leads in a way that encourages them to progress toward a specific action
A marketing effort focused on engaging with your leads AND customers in a way that encourages them to progress toward multiple actions at the same time
A sales effort focused on engaging with your warm leads in a way that encourages them to progress toward a purchase

Question 86: What are the three ways to look at your contacts list through?

Sources, permissions, expectations
Sources, expectations, delivery rate
Sources, clicks, opens
Sources, permissions, delivery rate

Question 87: When sending emails and setting goals, you want to go beyond checkpoints of activities for your goals. What are examples of checkpoints of activity?

SMART goals
Segmentation
Engagement
Open and click rates

Question 88: What does the send metric help you analyze?

Any email recipients who was sent to and accepted your message.
Any email recipients who can’t be sent to because you do not have the legal basis of permission to send to them under GDPR.
Any email recipients who can’t be sent to either because they unsubscribed, bounced, or were suppressed.
Any email recipients who have opted in to receive your message and were sent to

Question 89: Someone on your team hands you a list to send out your newest marketing email to. You have been working on this email for a while, and they said the contacts on this list will appreciate the content. As an inbound professional, you know you can’t send to a purchased or enriched list of contacts. You need more information about this list in order to send to them. How could you respond to your co-worker?

Do we have verifiable permission to send to them?
Perfect, thanks for giving this to me. I forgot to create a list for this email.
Perfect! Do we have their first names though? I want to add personalization.
Hold on. Where did this list come from? I want to know because I can probably add this list to all our emails now if you think they are a good fit for our content.

Question 90: Which of the following is an example of a fundamental (s) of writing effective email copy.

Write for scalability.
Use the overall inbound tone.
Add preview text.
Have unsubscribe links.

Question 91: A lead views a specific page on your website, say, your case study page. You then send targeted follow-up content like one of your more popular case studies. This is an example of what type of email?

Transactional
Marketing
Sales
Behavioral

Question 92: Why should you ask ‘What is your goal?’ before creating an email marketing strategy?

To understand the ‘who’ behind everything you do
To understand the ‘how’ behind everything you do
To understand the ‘why’ behind everything you do
To understand the ‘what’ behind everything you do

Question 93: Select all that apply. Why is it essential to connect your ESP with your CRM?

To avoid duplication of data
To ensure better coordination between your marketing and sales strategy
To enable personalization features
To avoid losing important behavioral data

Question 94: Which is NOT a component of a SMART goal?

Measurable
Strategic
Relevant
Attainable

Question 95: Why is segmentation important in email marketing?

It allows you to send personalized communication to your audience at scale.
It allows you to send generic content to your entire email list.
It allows you to send specific emails to individuals one at a time.
It helps you save time and effort by not having to create personalized content.

Question 96: What is personalization?

The likelihood your email will be seen and interacted with
The rate in which an email is delivered to an individual’s email address
How brands use data to create unique emails for each person on their email list
The process of separating your contacts into smaller groups of similar profiles

Question 97: What is the most effective email marketing campaign strategy?

A/B testing
Subscriber segmentation
CTA placement
Persuasive copywriting

Question 98: Which of the following statements is true?

YouTube Studio and Content Manager CMS both contain Analytics that describe content performance.
CMS stands for Content Management System.
YouTube Studio lets you manage content for a single channel.
All of the above.

Question 99: Sending a different discount email to certain contacts based on the region a contact resides, is an example of which email marketing concept?

Segmentation
Personalization
Automation
Deliverability

Question 100: Fill in the blank: _____ is the likelihood an email will land in the primary inbox.

Delivery
Deliverability
Design
Segmentation

Question 101: Fill in the blank: _____ could be described as the first door an email must pass through.

Personalization
A/B testing
Delivery
Deliverability

Question 102: True or false? If your email is marked as delivered, it will not be marked as spam.

True
False

Question 103: Select all that apply. Which of the following are components of deliverability?

Contact engagement
Sender reputation
Authentication
Domain set up
Delivery rate

Question 104: Fill in the blank: Your sender reputation — which is impacted by contact interactions and your email authentication — is a score that the ______ assigns to your organization as it receives emails from your brand.

email service provider (ESP)
general data protection regulation (GDPR)
brand indicators for message identification (BIMI)
inbox service provider (ISP)

Question 105: True or false? Your sender reputation is constantly being assessed, which means your deliverability is constantly changing.

True
False

Question 106: Which of the following is NOT a way to increase your chances of landing in the primary inbox?

Working on your sender reputation
Ensuring proper set up of your email authentication
Sending each of your emails to all the contacts in your CRM
Being conscious of your delivery rate

Question 107: Fill in the blanks: A customer makes a purchase from your company and you proceed to send them marketing emails. This can be described as ______ and ________.

implicit consent, single opt-in
implicit consent, double opt-in
explicit consent, single opt-in
explicit consent, double opt-in

Question 108: Which of the following compliance needs are part of the CAN-SPAM Act?

You must be compliant only if you’re a citizen of the United States.
You must be compliant if you’re emailing any contacts within the United States.
You must be compliant only if you’re a citizen of the European Union.
You must be compliant if you’re emailing any contacts within Europe.

Question 109: True or false? The GDPR is not only a privacy law, but also a human rights law.

True
False

Question 110: True or false? Most ESPs’ acceptable use policies are less stringent than both the CAN-SPAM and GDPR.

True
False

Question 111: True or false? Open rates are a reliable metric and can serve as the foundation of any deliverability strategy.

True
False

Question 112: In which scenario, would you consider implementing a sunset policy?

You’ve observed that your last email’s color and tone don’t align with your brand.
You’ve observed some of your contacts have stopped engaging.
You’ve observed an opportunity to expand your business’s growth model.
You’ve observed an accessibility barrier in your email design.

Question 113: Which of the following incorporates best practices in email design?

Ensure the copy, brand voice, colors, and graphics of a linked landing page are consistent with the email.
Ensure that the copy, brand voice, colors, and graphics of a linked landing page are distinctively different from the email.
Ensure the copy, brand voice, colors, and graphics of an email have low color contrast.
Ensure there is no white space, so contacts understand how important this messaging is.

Question 114: Which of the following is an example of utilizing best practices in email design?

Use as many emojis as possible, so your emails can test the impact of different emojis.
Don’t use too many fonts, and be sure the fonts you select follow your brand guidelines.
Forgo wireframes, and place images where you can fit them in the template.
Design emails that are optimized for a web browser but not mobile, as few people view emails via mobile devices.

Question 115: Which of the following is NOT an accessibility best practice in email design?

Design for readability, including mindfulness of font selection
Pay attention to color contrast
Use all caps wherever possible to enhance reading visibility
Add alt text to images

Question 116: Select all that apply. Which of the following are common mistakes in writing email copy?

Conceptualizing your copy as a single send-off
Using your copy as merely a mechanism of your design
Relying on buzzwords
Using personalization in subject lines and preview texts

Question 117: Select all that apply. What are reasons to avoid using a ‘no-reply’ sender name?

It’s extremely professional and should be reserved for critical communications.
It comes across as impersonal.
It prevents contacts from giving you direct feedback, if they desire.
It prevents people from adding your email to their address book.

Question 118: What is the recommended amount of characters for preview text?

20 characters
70 characters
140 characters
300 characters

Question 119: Which of the following is NOT a component of building a strong brand voice?

Creating a great culture to empower employees to spread the brand voice far and wide
Building a reputation by being spontaneous and unpredictable
Humanizing a brand
Strategically assessing the competitive landscape to stand out

Question 120: True or false? The following is an example of persuasive copywriting that incorporates storytelling and emotional appeal: “Our candles are made with 100% pure soy wax and are available in a range of fragrances. The candles have lead-free wicks, come in sleek glass jars, and have a burn time of approximately 60 hours. You can choose from various sizes and colors to suit every occasion. Order now and enjoy the features of our product.”

True
False

Question 121: True or false? The following is an example of persuasive copywriting that incorporates storytelling and emotional appeal: “Your furry friend deserves only the best, and that’s exactly what our dog toy subscription box delivers every month. Our carefully curated selection of toys is designed to provide hours of entertainment and joy for your pup. With each delivery, your dog will be eager to rip open the box and discover new toys that are perfect for their size and play style. Treat your furry friend to a monthly surprise and watch their tail wag with joy. Sign up now and give your dog the gift of happiness.”

True
False

Question 122: True or false? A best practice for creating CTAs is using ‘Click Here’ as often as possible.

True
False

Question 123: Which of the following is NOT a form of email authentication?

SPF
DKIM
BIMI
CPC
DMARC

Question 124: What is the primary issue with how Apple’s iOS15 and Mail Privacy Protection feature impacts email metrics?

It can give the impression that your spam rate is higher than it actually is.
It can give the impression that your unsubscribe rate is lower than it actually is.
It can give the impression that your open rate is higher than it actually is.
It can give the impression that your click-through rate is lower than it actually is.

Question 125: What’s a click-through rate?

The percentage of successful deliveries post-send
The percentage of emails that are undelivered and returned to the sender
The percentage of recipients who clicked a link in your email out of those who opened it
The percentage of email recipients who completed the desired action after clicking on a link within the email

Question 126: Which of the following is NOT a core component of a successful CTA?

Urgency
Clear and compelling copy
Strategic placement
Delivery rate success

Question 127: You’re applying email analytics to your email marketing strategy and have just reviewed your goals and created a hypothesis. What step comes next?

Test and measure
Analyze the data
Collect relevant data
Segment your audience

Question 128: Select all that apply. Why is data important in your email marketing?

It enables personalization features.
It helps you gather passive customer feedback about your email marketing.
It empowers consistent contact opens regardless of subject line relevance.
It can help you understand your customer behavior contextually.

Question 129: You’re running an email campaign and the last email you sent had a click-through rate of 2.9%, while your campaign’s average CTR is 3.3%. Your industry’s benchmark for CTR’s is 1.4%. Which of the following is an accurate description of this data?

You’re performing above the industry average, so the discrepancies in data do not matter beyond that.
Your last email is more compelling than your overall campaign’s emails, but you’re not performing as well as your overall industry.
Your last email was not as compelling as the other emails in your campaign, but you’re doing well compared to others in your industry.
Your last email is more compelling than your overall campaign’s emails, and you’re performing well above your industry’s average.

Question 130: ‘Comparing two versions of marketing material to determine which performs better’ is the definition for what term?

Email analytics
A/B testing
Segmentation
Personalization

Question 131: Which of the following is NOT a benefit of A/B testing?

Reducing risk
Improving open and click-through rates
Building community
Identifying best practices

Question 132: What is another term for A/B testing?

Change testing
Split testing
Hypothesis testing
Shared testing

Question 133: What is the first step in performing an A/B test in email marketing?

Choosing your variables
Deciding the necessary significance
Determining your goal
Creating your test groups

Question 134: In A/B testing, when it comes to statistical significance, what is the minimum confidence level HubSpot suggests?

12%
38%
51%
95%

Question 135: True or false? In A/B testing, you should always send your emails simultaneously.

True
False

Question 136: Which of the following are fundamental in creating persuasive copy?

Knowing yourself
Knowing your audience
Knowing yourself and your audience
Knowing automation

Question 137: Fill in the blanks: _______ brings intentionality to the individual emails that land in your contacts’ inbox, but _________ allows you to bring intentionality to your entire email marketing infrastructure.

Segmentation, personalization
A/B testing, automation
Automation, personalization
Personalization, automation

Question 138: Which form of email authentication attaches your brand’s logo to your messages to authenticate your emails?

DMARC
BIMI
DKIM
ESP

Question 139: True or false? When sending emails from a new domain, you begin with a positive reputation and your role is to maintain it.

True
False

Question 140: What’s a conversion rate?

The percentage of successful deliveries post-send
The percentage of emails that are undelivered and returned to the sender
The percentage of recipients who clicked a link in your email out of those who opened it
The percentage of email recipients who completed the desired action after clicking on a link within the email

Question 141: Consider the following scenario. You work for a fashion retail company and have asked your customers’ for their favorite fashion brands in your loyalty program sign-up form. You create a segment of customers who prefer designer fashion brands and have also purchased products from your luxury collection in the past 6 months. What is this demonstrating?

The capabilities of an email marketing strategy that has an integrated ESP and CRM
The capabilities of an email marketing strategy that can bypass Apple’s Mail Privacy Protection feature
The capabilities of an email marketing strategy that does not need automation
That capabilities of an email marketing strategy that has an integrated ISP to ESP

Question 142: Select all that apply. A company offers a personalized meal kit subscription service. Which of the following would be an example of appropriate segmentation?

Customers who have signed up for their service
Customers who have opted out of promotional emails
Customers who have indicated they prefer a vegetarian diet
Customers who have identified as gluten-free

Question 143: A clothing retailer wants to use personalization in their email marketing. Which of the following is an example of a personalized email?

An email that includes images of the products that currently on sale
An email that uses the recipient’s name in the subject line
An email that contains a detailed visual timeline of the company’s history
An email that has a CTA at the top of the email

Question 144: Imagine you’re a marketer for a project management software company. You send monthly emails to your contacts with relevant content regarding industry news, blog posts, and new product features. You segment your subscribers based on their industry, job title, and company size. You address your contacts by their first name in the email body and suggest specific content related to their industry. Your CTA of the last email you sent reads, “Download our ebook.” You notice that your open rates are high for both mobile and browser users, but your click-through rates for browser users are significantly higher. Which step might you have forgotten when creating your marketing email?

Removing Apple users from your contact list
Authenticating your domain
Previewing your email
Connecting your CRM with your ESP

Question 145: You want to ensure that the format of your email adjusts based on whether your contacts engage via mobile or desktop. This is describing what term?

Segmentation
Personalization
Automation
Deliverability

Question 146: Fill in the blank: You’re more likely to successfully re-engage your customers by ______________.

layering personalization on top of segmentation
layering personalization on top of deliverability
layering segmentation on top of feedback
layering automation on top of authentication

Question 147: Which of the following is the HubSpot tool that can help you incorporate automated follow-up into your email marketing strategy?

The health tool
The post-send tool
Workflows
Lists

Question 148: Why is the following example an insufficient SMART goal? ‘Increase email engagement rate by improving email subject lines, personalizing content, and optimizing CTA placement.’

It is not measurable.
It is not attainable.
Subject lines, personalization, and CTA placement don’t affect email engagement.
It is not specific enough.

Question 149: What is segmentation?

The likelihood your email will be seen and interacted with
The rate in which an email is delivered to an individual’s email address
How brands use data to create unique emails for each person on their email list
The process of separating your contacts into smaller groups of similar profiles

Question 150: True or false? Your segmentation strategy will partially rely on the industry you’re in.

True
False

Question 151: Adding the first name of the contact to the email subject line is an example of which email marketing concept?

Segmentation
Personalization
Automation
Deliverability

Question 152: A contact receives a follow-up email with a discount two days after signing up for a newsletter. This is an example of which email marketing concept?

Segmentation
Personalization
Automation
Deliverability

Question 153: True or false? In email marketing, explicit consent is the only form of acceptable consent.

True
False

Question 154: Select all that apply. Which of the following are principles of the CAN-SPAM Act?

You can’t have deceptive subject lines.
Your message must include a valid physical postal address.
Your message must include a valid in-country phone number.
Your message must have a clear mechanism for recipients to opt out — in other words, an “unsubscribe” button.

Question 155: Which of the following is NOT a crucial factor for developing an effective send time optimization strategy?

Considering the time zones of your audience
Segmentation
Analyzing your email metrics
Personalization
Testing different send times

Question 156: ‘The process of collecting, measuring, and analyzing data related to your email campaigns’ is the definition of what term?

A/B testing
Email analytics
Segmentation
Personalization

Question 157: When applying email analytics to your email marketing strategy, what step must be completed before you analyze the data?

Segment your audience
Collect relevant data
Iterate
Draw conclusions

Question 158: When applying email analytics to your email marketing strategy, which step takes place after you draw conclusions?

Iterate
Test and measure
Make data-driven decisions
Review your goals and create a hypothesis

Question 159: You’re running an email campaign. The last email you sent had a click-through rate of 2.7%, while your campaign’s average CTR is 3.1%. Is your last email’s CTR high-performing or low-performing?

Low-performing because it’s less than the average CTR
High-performing because it’s relatively close to the campaign’s average CTR
Low-performing because any CTR under 5% is underperforming
Needs further context, especially of the industry specific benchmark

Question 160: True or false? When you conduct email A/B testing and create test groups, both groups should be a sample of your overall audience (in size and in representation of your contacts).

True
False

Question 161: Fill in the blank: When performing email A/B tests, _______.

testing one variable at a time is recommended, because segmentation renders multivariate testing impossible
testing one variable at a time is recommended, because it allows you to isolate the effect of each variable
testing multiple variables at a time is recommended, because it allows you to view a range of effects and possibilities in your email marketing
testing multiple variables at a time is recommended, because it allows you to isolate the effect of each variable

Question 162: True or false? Regardless of your industry, you should send marketing emails celebrating every major holiday to your contacts.

True
False

Question 163: Consider the following scenario. You’re managing email marketing for a car repair shop and are trying to create a promotional email campaign. In your CRM, you notice there are various misspellings in the car brands assigned to your contacts. What portion of your email marketing strategy will this affect?

Automation
Testing
Segmentation
Analytics

Question 164: Why is it important that your ESP integrates with your CRM?

Because your delivery rate will not register if an explicit contact is not connected to the open.
Because your segmentation capabilities depend on the amount of information you’ve gained from your audience.
Because your automation capabilities depend on the amount of information you’ve gained from your audience.
Because it’s important to track contacts that unsubscribed, so you can send them a specified re-engagement campaign.

Question 165: You send out a marketing email and it does not bounce, but it lands in the spam folder. What is this example demonstrating?

A negative delivery and a negative deliverability
A positive delivery and a positive deliverability
A negative delivery and a positive deliverability
A positive delivery and a negative deliverability

Question 166: True or false? Deliverability is not historical — you start fresh with every provider and domain.

True
False

Question 167: Why should the goals set in your email marketing strategy be relevant to the overall business strategy?

To ensure that there is a strong, thought-out reason behind every email you send
To contribute to the overall ecosystem of the business
Both A and B
None of the above

Question 168: Why is it important to have an email marketing sunset policy for graymail?

Unengaged contacts can lead to higher negative metrics, which impacts your deliverability.
Engaged contacts provide a wealth of behavioral data, which must be integrated into the CRM.
Unengaged contacts require more emails to nurture them back, so the use of colorful personalization is key.
Engaged contacts allow for more colorful experiments with copy and design, which are integral to sunset policies.

Question 169: In email marketing, email authentication can be related to which of the following metaphors?

A driver’s license
Feedback
A designer comparing two shades of white
A compass

Question 170: What does ‘CTA’ stand for?

Contacts to action
Call to analyze
Contacts to analyze
Call to action

Question 171: Imagine you’re a furniture retailer who sends weekly emails to your subscribers. You’ve created segments based on their purchase history and include their first name in the email body. Your email includes a CTA that reads, “Click here.” Your open rates are high-performing, but your click-through rates are low. Which of the following is the most viable reason?

You’ve sent emails without consent.
Your CTA’s copy is generic.
You’ve used segmentation improperly.
You’ve forgotten to utilize personalization.

Question 172: Which of the following is NOT a variable you can test in an email marketing A/B test?

Preview text
Content length
CTA size
Contact time spent reading

Question 173: ‘A software that provides delivery infrastructure for email marketing’ describes which of the following terms?

ISP
CTA
ESP
SPF

Question 174: True or false? A subject line should aim to be as lengthy as possible.

True
False

Question 175: Select all that apply. As the privacy landscape in email marketing changes, what are important factors to keep in mind?

Contacts are becoming more protective of their data but still want personalized buying experiences.
Strong deliverability is easier to achieve as higher open rates can be obtained through bot opens.
It’s important to not rely on open rates alone, as those can be unreliable, specifically with Apple users.
Contacts are becoming more protective of their data, therefore personalized buying experiences are no longer a priority.

Question 176: Fill in the blanks: A customer makes a purchase from your company and submits the form with a box checked to receive marketing emails. This box was checked by default. You proceed to send them marketing emails. This can be described as ______ and ________.