Answers: HubSpot Email Marketing Certification

Currently HubSpot offers 2 separate email marketing related certifications: email marketing 2018 (you can find the answers here - HubSpot email marketing 2018 certification answers) and the latest email marketing 2023 certification program.

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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

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

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

• ISP
• CTA
• ESP
• SPF

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.

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

• True
• False

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

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

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.

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

• Contact engagement
• Sender reputation
• Authentication
• Domain set up
• Delivery rate

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.

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

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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

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

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

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.

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​

What is the most effective email marketing campaign strategy?

• A/B testing
• Subscriber segmentation
• CTA placement
• Persuasive copywriting

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

• True
• False

Which of the following statements is true?

• Automation is a best practice only used by enterprise level organizations when scalability becomes a priority that can’t be ignored.
• Automation allows for higher productivity and efficiency while creating more fluid touchpoints with your contacts.
• Automation is dependent on a certain number of personalization tokens being present in an email.
• Automation replaces the need for a segmentation strategy, as triggered emails mitigate the risks of sending unspecified content to contacts.

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

• Segmentation
• Personalization
• Automation
• Deliverability

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

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)

Which of the following statements is true?

• Your sender reputation score is a singular compounded score weighed across all ISPs and is public information.
• Your sender reputation score is a singular compounded score weighed across all ISPs and is NOT made public.
• Your sender reputation score is unique to each ISP and is public information.
• Your sender reputation score is unique to each ISP and is NOT made public.

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

• True
• False

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

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 ________.

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

Fill in the blanks: A customer fills out a form to download an ebook and checks the box asking for further promotional materials. You send a follow-up email asking for confirmation that they want to receive marketing promotional materials. 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

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.

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

• True
• False

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

• True
• False

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

• True
• False

What is the definition of graymail?

• Emails sent to contacts that have not provided consent
• Emails sent to contacts that have provided consent, and engage consistently
• Emails sent to contacts that have provided consent but have stopped engaging
• Emails sent to contacts that hard bounce and impact your deliverability score

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.

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.

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

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

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

• True
• False

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

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

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

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

• True
• False

Which of the following is NOT a form of email authentication?

• SPF
• DKIM
• BIMI
• CPC
• DMARC

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

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

• Urgency
• Clear and compelling copy
• Strategic placement
• Delivery rate success

‘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

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

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

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

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.

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

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

• Email analytics
• A/B testing
• Segmentation
• Personalization

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

What is another term for A/B testing?

• Change testing
• Split testing
• Hypothesis testing
• Shared testing

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

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

Which of the following are fundamental in creating persuasive copy?

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

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

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

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

• DMARC
• BIMI
• DKIM
• ESP

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

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

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

• True
• False

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

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

What does ‘CTA’ stand for?

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

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.

The role of copy in email marketing can be related to which of the following metaphors?

• A compass
• A driver’s license
• A designer comparing two different shades of white
• A recipe in a restaurant franchise

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

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

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

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

Which is NOT a component of a SMART goal?

• Measurable
• Strategic
• Relevant
• Attainable

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​

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

• Delivery
• Deliverability
• Design
• Segmentation

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

• Personalization
• A/B testing
• Delivery
• Deliverability

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

• True
• False

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

• True
• False

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.

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.

What is the recommended amount of characters for preview text?

• 20 characters
• 70 characters
• 140 characters
• 300 characters

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.

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

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.

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.

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

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

• 12%
• 38%
• 51%
• 95%

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

• True
• False

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-enagagement campaign.

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