Email Marketing Basics

Question 1

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

Answer 1

2) To identify who you don’t want to target

4) To target the audience with a message that is as relevant as possible

Question 2

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

Answer 2

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

Question 3

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

Answer 3

2) Channel or campaign type
3) Year and month
4) Offer or content name

Question 4

True or False: As a best practice, the copy in your email should be compelling, read quickly, and have a clear value proposition.

Answer 4

True

Question 5

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

Answer 5

All apply

Question 6

Which program type should you use to send a scheduled monthly newsletter?

Select one:

1) Event
2) Operational
3) Email
4) Engagement

Answer 6

3, Email

Question 7

Identify the Marketo feature to personalize your newsletter’s subject line.

Select one:

1) Tokens
2) Smart Lists
3) Text anchors
4) Segmentations

Answer 7

1) Tokens

Question 8

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

Answer 8

3) Use a Smart Campaign to update members’ program status

4) Review the Program Performance report

Question 9

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

Answer 9

3, Cloning

Question 10

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

Answer 10

1) Differentiate between buyers and browsers
2) Learn more about your prospects
4) Generate sales leads

Question 11

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

Answer 11

4, None of these

Question 12

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?

Answer 12

All apply

Question 13

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

Answer 13

2) Send a notification to sales when a customer requests information
3) Send email when user completes form

Question 14

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

Answer 14

3, Host your organization’s website

Question 15

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

Answer 15

4, To give away more information

Question 16

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

Answer 16

4, Pay-per-click advertising

Question 17

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

Answer 17

3, An unsubscribe link

Question 18

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

Answer 18

3, Subject line

Question 19

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

Answer 19

3, Lead (person) token

Question 20

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.

Answer 20

4, The data will all be entered the same way, making for a cleaner database.

Question 21

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

Answer 21

4, All custom fields in the database

Question 22

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.

1. Opens
2. Clicks
3. Engagement Score
4. Click to Open %

Answer 22

A. 1, Opens
B. 4, Click to Open %
C. 2, Clicks
D. 3, Engagement Score

Question 23

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.

1. Landing Page Performance Report
2. Email Program Dashboard
3. Email Performance Report
4. Email Link Performance Report
5. Program Performance Report

Answer 23

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

Question 24

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.

Answer 24

2, It is the amount of money spent on a program

Question 25

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.

Answer 25

4, It personalizes emails and landing pages

Question 26

Which can be considered a success status for a webinar program? Select the best answer: 1) No show 2) Unsubscribed 3) Member 4) Attended

Answer 26

4, Attended

Question 27

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

Answer 27

1) Differentiate between buyers and browsers 2) Learn more about your prospects 4) Generate sales leads

Question 28

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

Answer 28

4, None of these

Question 29

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?

Answer 29

All apply

Question 30

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

Answer 30

2) Send a notification to sales when a customer requests information 3) Send email when user completes form

Question 31

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

Answer 31

1) Times 3) Subject lines 5) Sender information 6) Dates

Question 32

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

Answer 32

All apply

Question 33

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

Answer 33

4, Period Costs

Question 34

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

Answer 34

3, Industry Segment

Question 35

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

Answer 35

2, List

Question 36

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

Answer 36

1) Get information about hard and soft bounces 2) Collect multiple emails' statistics into a single report 3) Collect number of pending emails

Question 37

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

Answer 37

2) 4 hours

Question 38

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

Answer 38

1) Use progressive profiling to accumulate information about a lead over time

Question 39

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

Answer 39

1) A local form can be used in any marketing program

Question 40

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

Answer 40

2, A multi-page form

Question 41

Which of the following can be changed to better fit your brand? Select all that apply: 1) Typeface 2) Navigation 3) Theme 4) Footer

Answer 41

1, Typeface | 3, Theme

Question 42

Which of the following can be cloned? Select one: Emails Landing Pages Forms All are applicable

Answer 42

All are applicable

Question 43

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

Answer 43

Clone the thank you page

Question 44

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

Answer 44

Add your logo

Question 45

Which of these offline events could benefit from an event program? Select one: Trade shows Conferences Seminars All are applicable

Answer 45

All are applicable

Question 46

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

Answer 46

All are applicable

Question 47

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

Answer 47

Add period costs

Question 48

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

Answer 48

Visited Booth

Question 49

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

Answer 49

Period Costs

Question 50

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

Answer 50

All apply

Question 51

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

Answer 51

Manage your complaint rate Use responsible methods to build your lists Create engaging content

Question 52

What are some common email metrics to watch when measuring your email deliverability data? Select all that apply: Opens Bounces Email delivery rate Clicks

Answer 52

All apply

Question 53

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.

Answer 53

What happens when the receiving inbox considers the email as unsolicited or inappropriate.

Question 54

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

Answer 54

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

Question 55

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

Answer 55

LaunchPoint Partner

Question 56

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.

Answer 56

All apply

Question 57

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

Answer 57

Manage the program status of your audience Follow up with those who attended the webinar Automate the marketing activities for your webinar

Question 58

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.

Answer 58

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.

Question 59

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

Answer 59

All apply