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Hubspot Email Marketing Certification Exam Answers 2018✅Live Exam Pass✅100% correct✅

The Email Marketing Certification is made up of nine classes that you can watch on demand at your own pace You may also download the slide decks and written transcript of each class so you can consume the content in whatever format works best for you

The Classes: Email Marketing and Your Business Sending the Right Message with Lifecycle Marketing Contact Management and Segmentation The Components of a High-Performing Email Email Design and Functionality The Essentials of Email Deliverability Developing Relationships with Lead Nurturing Measuring Success with Email Analytics Email Optimization and Testing Still have questions? You can read more here Study guide – PDF Exam There are 60 questions It should take 2 hours to complete You must answer 45 questions correctly to pass You must wait 12 hours between attempts

Your contact database will naturally decay over time Which strategy would be considered an inbound approach to replenishing your database? Send an email to everyone who has unsubscribed from your emails with the goal of getting them to resubscribe Trading your leads contact information with another business in your industry so that you can both send more email Buying monthly lists of ideal customers' email addresses Lead generation using landing pages with helpful information and a form You recently purchased a list of email addresses

The list includes names, company names, and email addresses You plan to send an email to this list to introduce your company Is this considered an inbound or outbound email marketing approach? Inbound Outbound Both A & B None of the above When sending emails, segmenting your contact database allows you to do all of the following EXCEPT Send emails to different devices Send emails to relevant people Send emails with personalized messages Send emails at the appropriate time True or false: Email should not be sent based on user behavior on your website True False Which of the following is an email software feature that is critical to a successful inbound approach? A contact database Social media sharing Multivariate testing Email templates Email marketing is most relevant to these stages of the Inbound Methodology: Convert, Close, and Delight Attract and Convert Close and Delight Attract, Convert, and Close True or false? Government regulations in most countries reserve the right to fine your organization a significant amount of money for every email sent to contacts that have unsubscribed True False Your business is launching a new product offering and plans to send an email notifying your customers of the launch

Since your company has customers in different industries, they will all be using the product for different reasons How can you make sure that each customer receives an email that communicates the value of your new product? Send the email from their account manager Personalize the copy of the email based on industry Change the call-to-action of the email based on industry All the above II Lifecycle Marketing True or false? Making sure that your customers see the initial value of your product and service is your top priority True False All of these are potential ways to determine which stage of the Buyer’s Journey a contact is currently in EXCEPT: The number of emails they open The content they download Webinars they register/attend Request to be contacted Your team is falling short of a revenue goal for this quarter Your VP of Customer Success wants to market a new services package to your customers and asks you to contact all people who have been customers for more than a year

How should you respond? "No, I wouldn't recommend doing that We should be using email for lead nurturing rather than promoting new services to our customers" “We should segment this list more We don’t want to try to upsell unhappy customers” “How important is it for us to hit our revenue goal?” "I can buy a small list to help boost the ROI too

" On average, loyal customers are worth 10x their original purchase value All of these are reasons that impact that statistic EXCEPT: They can help “Sell” your product as a success story You will always be able to email them They can evangelize your brand and products You can sell additional products to them Your boss has asked you to create content comparing the benefits and value of the products you offer to your direct competitor What stage of the Buyer’s Journey would this content fall under? Consideration Solution Awareness Decision Identification True or false? Once someone becomes a customer you should not email them anymore True False One of your leads recently downloaded a Whitepaper comparing different product features between you and your top competitors Which stage of the Buyer’s Journey is that lead in? Decision That lead is an opportunity and is not in a stage of the Buyer’s Journey Awareness Consideration The Buyer’s Journey is the: The research process a buyer goes through from becoming aware of what an organization sells to their eventual departure from that company from the buyer’s perspective

The research process a buyer goes through from becoming aware of what an organization sells to making a purchase decision from the buyer’s perspective The research process a buyer goes through from becoming aware of a problem or opportunity to making a purchase decision from the buyer’s perspective The research process a buyer goes through from becoming aware of what an organization sells to making a purchase decision from the marketer’s perspective A potential buyer has identified five different ways to solve a problem they are currently experiencing Which stage in the buyer’s journey is the buyer in while identifying these different solutions? Consideration Awareness Solution Identification Decision One of your leads recently downloaded a Whitepaper with information on how to build a remote team

Which stage of the Buyer’s Journey is that lead in? Awareness Consideration Decision That lead is an opportunity and is not in a stage of the Buyer’s Journey III Contact Management and Segmentation You have been tasked with creating a list of contacts that have unsubscribed from all email communication Should you build this list? No, you should be focusing your time on subscribers, not those that have unsubscribed Yes, you should create it to monitor the health of your contact database Yes, you should create the list so you can re-engage those that have unsubscribed after a year

No, it is illegal to store unsubscribed contacts in your database Fill in the blank: Implicit data refers to information _____, while explicit data refers to information_______ gathered from user behavior, unintentionally shared between a contact and a company gathered from user behavior, intentionally shared between a contact and a company intentionally shared between a contact and a company, gathered from user behavior unintentionally shared between a contact and a company, gathered from user behavior Your boss forwards you an email with a link to a vendor who sells email lists of industry contacts He asks if you're interested in purchasing the list How should you respond? “Yes, let’s purchase the lists that match our buyer personas

” “We should not buy these lists as the contacts haven’t opted into receiving emails from us” “These lists won’t help us reach our sales goals as we legally can’t ask them to buy immediately” “That’s a great idea, we can grow our contact database quickly” Your company wants to start using a contact database to track, store and surface information about the people who interact with your business They’ve asked you to do some research to find the best option to use

All of these should be on your checklist of required features for a good contact database EXCEPT: The ability to integrate with other software your company uses The ability to analyze social media conversations about your company A profile that records important information about each contact Support for both marketing and sales activities True or false? A contact’s name, company, and job title are all examples of implicit data True False Your research team recently published a report and is eager for the marketing team to share it with contacts that would find it of interest Karl on your team suggests you build a send list based on explicit data including job title Kathy suggests building the list based on implicit data including previous website pages visited Which approach will you take? A combination of Karl’s and Kathy’s approaches Kathy’s implicit approach Neither Karl’s nor Kathy’s approach Karl’s explicit approach Your co-worker has created a list of all the leads who have not visited your blog in the last 90 days

What should your company do with these leads? Pass the list of leads over to sales so they can start calling them and selling your products/services Send them an email with your top performing blog posts to try and entice them to engage Delete them These leads are unengaged and probably won’t buy, so it’s not worth continuing to market to them Don’t bother trying to email them again

Remove them immediately from all send lists but keep them in your database True or false? Segmented lists perform better than unsegmented lists False – unsegmented lists perform better because more people will unsubscribe from an unsegmented send, which allows you to weed out bad people from your database True – segmented lists perform better because they allow you to send a more contextualized email False – unsegmented lists will perform better because it forces you to write a broader message that appeals to everyone

True – segmented lists perform better because sending an email to fewer people means fewer people can ignore it Fill in the blank: The two main ways that marketers should segment their contacts are ________ and _______ the buyer’s journey, the buying process location, the buying process the buyer’s journey, buyer personas the buying process, buyer personas How does a well-managed contact database help improve your email marketing? You can segment your contacts to send a more personalized message You can personalize the content by referencing information stored about a contact It makes it easier for your business to remain legally compliant All of the above Fill in the blank: To keep your contact database clean and up-to-date, it is important to _____________ not send emails to unsubscribed contacts limit the number of contact properties in your database make sure your software integrations are communicating without errors All of the above All of these are examples of lifecycle lists EXCEPT: Customers Leads Subscribers Detractors True or false? List segmentation is just as valuable for deciding who to send an email to as who not to send an email to TRUE FALSE Source IV

The Components of a High-Performing Email True or false? A higher open rate will result in a higher click-through rate True: A higher open rate means more people will see your email and click False: A higher open rate means more people will see your email, but they might not click True: A higher open rate automatically means you sent your email to more engaged people who will also click False: A higher open rate will result in a lower click rate

All of these are examples of information you can use for email personalization EXCEPT: Industry Call-to-action Location Name Fill in the blank: As a general rule, _________ subject lines improve open rates Funnier Shorter Longer Vague The last few emails your company has sent have not performed well Which of these would be a potential way to improve the open rate of your emails?: Shorten the subject line Use words like “free” or “discount” to convey the value of your emails Run an A/B test on the call-to-action of your emails

Remove preview text Fill in the blanks: As the number of links in an email_______,the number of clicks ______ decreases, increases increases, increases increases, decreases decreases, decreases Which of the following would be an appropriate goal for an email send? To get people to register for a webinar A 20% open rate A 3-7% click rate A 30% engagement rate You are writing an email to drive registrations to a webinar when your coworker asks you to add another call-to-action to download an ebook How should you respond? “Let me read the ebook first If it’s good then I’ll be sure to add it to the email

” “Great Since the ebook is on the same topic we can optimize the email for both webinar registrations and ebook downloads” “Perfect We can get clicks from the people who aren’t interested in the webinar” “We should stick to one primary goal for this email send

" How can you make sure that readers can take action on your email, even if the images don’t show up? Send an email to your contacts asking them to disable image blocking You should not use images in your email Make a text-based call-to-action None of the above Why should every email you send have a plain text version sent with it? Plain text emails generally perform better Studies have shown that most readers overwhelmingly prefer plain text emails They take less time to create than HTML emails Most inboxes will identify your email as spam without a plain text version In a recent monthly management meeting, your boss mentions that he noticed a decline in open rates

He suggests that you look up the “best time to send emails” and start using that time How should you respond to your boss? “We’ll have to do some testing The best time to send is different for every company” “We should continue to look into the decline in open rates, but that has nothing to do with the time that we send our emails” “Great

Let’s consult the industry benchmarks and determine what send times other companies use” "There's no such thing as a 'best time' to send emails" “Great I’ll subscribe to several different companies’ blogs and see when they are sending emails The average of that should give us the best time to send our emails

” After analyzing your most recent email send, you realize that hardly anybody opened your email All of these factors could have impacted your open rates EXCEPT: A) The call-to-action B) The preview text C) The subject line D) The from name Source Why should you add alt text to your images? So email clients can ‘read’ the image To comply with CAN-SPAM legislation So your email still makes sense even if images are blocked To add a caption to the image VEmail Design and Functionality Your last email received great engagement from desktop users but performed poorly with mobile users All of these would be great ways to improve mobile engagement for your next send EXCEPT: Decrease the font size Use a single-column template Increase the size of your call-to-action Use a responsive template Fill in the blank: ______ the density of information in an email typically ______ open rates Decreasing, improves Decreasing, lowers Increasing, improves Increasing, lowers Before sending your email, you decide to send your co-worker a test email to review

He suggests adding in line breaks, margins, and increasing the spacing between the columns of your email Which design principle is your co-worker referring to? White space Break space Positive space Impact space “Analysis paralysis”, or a state of overthinking that stops people from making a decision, is a psychological theory about choice which you should consider when: Including images in an email Picking the number of calls-to-action you should have in your email Determining the delay between email sends Deciding who to send your email from After your last email send, your manager asks you why the email she opened in Outlook looks different than the one she approved Moving forward, how could you make sure your email renders correctly for everyone? Use tables for structure and placement Use responsiveness for structure and placement Use externally referenced CSS instead of internal CSS for structure and placement Use HTML for structure and placement Fill in the blank: While ______ all render content similarly, ______ display emails differently operating systems, device types web browsers, email clients device types, operating systems email clients, web browsers You recently sent an email to a highly-segmented list of inbound leads Despite your segmentation efforts and high lead quality, the click-rate of the email was below your expectations

All of these would be potential ways to improve your click-rate EXCEPT: Increase use of fonts, bolding, and italics Stack the content to provide structure Increase the size of your logo Use headers and subheaders Which of these email types is a notable exception to the rule that you should only have one goal per email send? Retention email Newsletter email Upsell email Resell email The two environments that impact what an email will look like for a recipient are: Email service provider and device Email client and device Email client and location Device and location All of these are reasons to use the inverted pyramid to structure your content EXCEPT: It limits distractions It provides structure and clarity It improves open rates It facilitates conversions True or false? Content and design are equally important in creating a great email True False VIThe Essentials of Email Deliverability All of these are ways that you could correct a content bounce EXCEPT: Make sure all of your links are legitimate Change the time of day your email is sent Remove spelling errors in your email Add more text content to your email True or false: Getting marked as spam will also impact your ability to email people who do want to hear from you: True False True or false: Email deliverability refers to efforts you can do before sending an email: True False In an effort to improve your email deliverability, you are building out a checklist that every marketer should reference before sending an email All of these things should be added to your checklist EXCEPT: Do you have explicit permission from this contact to email them? Do you know the original source of this contact? Do you know how this contact ranks on the deliverability/engagement matrix? Do you know what expectations this contact had when giving us their email address? The two components of a bounce are the ______ and the ______ code, message code, email service provider email service provider, source code, source Your last email send resulted in an uncharacteristic number of recipient bounces

You suspect that the problem has to do with the similarities between all of the bounced contacts All of these similarities could be the source of the problem EXCEPT: The contacts originated from the same form The contacts belong to the same list The contacts have the same job title The contacts originated from the same original source Fill in the Blank: An email bounce is ______ An email that has been scheduled for a later send time An email that was rejected by a recipient’s mail server An email that a recipient moves to the trash without opening

An email that was suppressed by your Email Service Provider In your most recent email send, you notice that the unsubscribe rate was high, but there were no spam complaints What is the most likely explanation of what happened? Your recipients were expecting the email to come from a different address Your recipients were expecting to receive a different type of content Your recipients did not want to hear from you Your recipients did not expect to hear from you All of these are examples of contacts you couldn’t email again EXCEPT: A contact who marked your email as spam An unsubscribed contact A disengaged contact A bounced contact Your company is looking to hire an email deliverability expert Which of the following accurately describes how this expert would help your business: They could make sure your emails never ended up in the promotions tab in Gmail They could prevent your emails from being marked as spam They could guarantee access to people’s inboxes

They could measure and improve how successful your company was at getting into people’s inboxes You are examining the bounce messages you received from your most recent email send, and you’ve found multiple “550” or recipient bounce errors With this new knowledge, what action should you take to improve your next email send: Stop using a link shortener Stop sending to this address Add a plain-text version of the email to signal that the content is not spam Make sure there are no spelling or grammatical errors in your email True or False: Performance on previous email sends will not impact future sends: True False In the most recent monthly marketing meeting, your coworker reports that email engagement has been trending down for the last three months Your job is to determine the next course of action What would you recommend your company does to improve their email engagement? Pause sending emails for a month to let your sending reputation recover Stop sending emails to people who don’t interact with you Ask your best customer to submit an appeal to the “Big 3” inbox providers Move your lead and customer interactions to social media instead of using email True or false: Email deliverability measures the success in which an email gets into subscribers' inbox

True False VIIDeveloping Relationships with Lead Nurturing Behavioral email is so effective because it removes the _____ from the day-to-day decision to send an email lead customer marketer subscriber Which of these is an example of a behavioral email? An email that asks the recipients to forward or reply to the email Sending a confirmation link with recommended reading to leads who register for a webinar Purchasing a list of contacts who have all taken a specific action Creating an eBook and then emailing it to a segment of your database You are looking to improve one of your company’s lead nurturing workflows by adding an additional email All of these factors should impact the timing between these two emails EXCEPT: The complexity of your company’s sales process The length of your company’s buying cycle The amount of content your company has available to send The amount of content a contact has previously been sent Over the past year, your team has created content offers for all three stages of the buyer’s journey for your two buyer personas It’s getting hard to follow up with all of the leads you are generating, so you suggest setting up lead nurturing

What is the best way to describe lead nurturing to your team? Lead nurturing is the act of sending automated emails to your prospects Lead nurturing is the process of building relationships with prospects, with the goal of earning their business once they are ready Lead nurturing is the process of sending leads content that highlights your company’s competitive advantage with the goal of earning their business Lead nurturing is the process of convincing people to buy your product or services Your sales team has recently made themselves available to conduct free consultations with qualified leads You plan to build out a lead nurturing workflow to promote this new offer

What should the goal of the lead nurturing workflow be? To get people to purchase a vacation To get people to sign up for a free consultation To get people to click on a consultation request email To get people to respond to a free consultation email When determining which model of lead nurturing is best for your business, you should consider all of the following factors EXCEPT: The business model and the length of the sales cycle The channels in which leads are generated The volume of company employees The number of leads generated each month Upon arriving to work, you see a coworker looking at their computer with a perplexed expression on their face When you ask them what they’re working on, they respond, “I’m trying to figure out the length and complexity of our company’s buying cycle ” Based on their response, it’s safe to assume that they’re focused on which part of lead nurturing: None of the above Identifying the time delay between each email send Determining which buyer persona should get which lead nurturing campaign Writing content for a new offer All of these factors should influence your lead nurturing strategy EXCEPT: The number of leads you generate each month Your business model The length of your buying cycle Your bounce rate True or false? Sales should not contact a lead until they’ve been nurtured through lead nurturing emails True False Upon reviewing your company’s lead nurturing campaigns you identify that all new leads are passed directly to the sales team Leads are only entered into lead nurturing campaigns if the sales team identifies the lead is not yet ready to purchase

What model of lead nurturing is your company currently using? Lead Nurturing as a Sales Person Lead Nurturing as a Gatekeeper Sales-First Lead Nurturing Traditional lead nurturing You’ve been working for a company for several years and have recently identified that the typical sales cycle is around nine to twelve months With this knowledge, you’ve recently tasked your new marketing intern to create a traditional lead nurturing workflow The workflow is set to send four emails over six days to all of the contacts in your database How can the intern make this workflow more effective? Set a measurable and actionable goal Send the emails to a specific segment of your database Take into consideration the length of the sales cycle compared to the frequency of the emails All of the above Your company has created a workflow that sends a webinar invitation to all of their contacts in a specific industry Is that invitation a behavioral email? Yes, because it was sent to a specific segment of contacts with a specific goal in mind

No, because it isn’t triggered by an action the contact takes Yes, because it encourages the contacts to perform a specific behavior (attending a webinar) No, because it doesn’t take into consideration whether the contact is a good-fit customer Two of your coworkers are arguing about how to build a lead nurturing workflow Coworker 1 insists that you have to start with a group of contacts and then choose a goal to nurture them toward

Coworker 2 is adamant that it’s best to start with a goal in mind and then choose a segment that would benefit from that goal Who is right? Neither – as long as you have a group of contacts and a measurable goal, it doesn’t matter which one you start with Coworker 1 – it’s always best to start with contacts and develop goals for them Coworker 2 – it’s always best to start with goals and find contacts who will benefit from them Neither – it’s best to start with 3 or 4 excellent emails and then identify contacts who will find them helpful

When you ask your coworker what they’re working on, they respond, “I’m trying to figure out the length and complexity of our lead's buying cycles ” Based on their response, it’s safe to assume that they’re focused on which part of lead nurturing? Figuring out how long a lead nurturing campaign should take to complete Writing content for a new offer Determining which buyer persona should get which lead nurturing campaign None of the above VIIIMeasuring Success with Email Analytics True or false? You should never email a disengaged contact again True: You should never continue sending emails to people who are not engaged False: You should run an email re-engagement campaign before suppressing them

Which of the following would be considered an email conversion: A contact who opted-in to receiving emails A contact who opened an email A contact who clicked on the call-to-action in an email A contact who downloaded an offer that was linked to in an email All of these are benefits of analyzing email marketing efforts EXCEPT: You can find patterns You can run experiments You can gather insights about your competitors You can track the direct business value of initiatives In the most recent monthly management meeting, your boss asks you to determine why the last email campaign didn’t drive as many registrants as previously expected What materials should you present at the next meeting? Present the data, an interpretation of what went wrong, and share an action plan for improvement Present the data and an interpretation of what went wrong Present the data and an interpretation of what could be improved Present an action plan for improvement When analyzing your company’s email sends for the last few months, you find that your company has been sending greymail What is greymail? emails sent to a purchased list emails blocked by your system after a contact has unsubscribed email that a contact has opted-in to receiving but never opens when a contact continues to receive emails to a different email address after unsubscribing from your emails with their primary account Your boss wants to calculate the ROI of email marketing as a channel All of these are required inputs for tracking the ROI of your email marketing EXCEPT: The salary of the email marketer Money invested in the campaign The price of any stock images you use Money generated in sales All of these are reasons a contact would be automatically suppressed from receiving an email EXCEPT for a(n): hard bounce unsubscribed email address invalid email address disengaged email address One of your coworkers recently warned that the deliverability and engagement of your previous email sends can impact the success of your future sends Which of the following is correct? No previous metrics impact future performance All previous metrics impact future performance Only previous engagement metrics impact future performance Only previous deliverability metrics impact future performance True or false? You are done optimizing your email program when your email metrics are outperforming the industry’s benchmarks

True False Why is there not an “Analyze” stage of the Inbound Methodology? Analysis is part of everything you do Analysis should be done when you have the time Analysis is only necessary for more mature businesses Analysis only applies to the “Attract” and “Convert” stages of the Inbound Methodology True or false? The sent metric represents the number of emails sent out before suppressions have been applied True False While analyzing the quarterly results of your email marketing, you find that your emails are driving steady traffic to your website, but not many people are converting on your offers Which of the following could NOT be the cause of this drop-off between traffic and conversions The links in your email are incorrect Your landing pages do not function well on mobile devices Your landing pages do not follow best practices Poor alignment between the content of your emails and the offers on your landing pages IXEmail Optimization and Testing Fill in the blank: The decay of your contact database________: can be lowered to zero through optimization and testing Is an indicator of friction in your email funnel can only minimize to 10% per year, but not lower is primarily a deliverability issue You’ve decided that you want to set up an email optimization experiment

After you complete the first step, segmentation, you move on to the next three What is the proper order for your next three steps? Prioritizing experiments, identifying opportunities, designing experiments Designing experiments, prioritizing experiments, identifying opportunities Identifying opportunities, designing experiments, prioritizing experiments Designing experiments, identifying opportunities, prioritizing experiments What is the main reason unengaged users should be ignored when running an email experiment? They won’t open your email They will skew the results They won’t receive the email They won’t click on your email Your company recently created a weekly email newsletter and already has 1,000 subscribers You want to run an experiment to improve engagement with the emails, so your coworker suggests using the PIE framework How will the PIE framework help you optimize your newsletter? It will help you set up the optimization experiment It will help you analyze the success of an A/B test It will help you determine which test to run first It will help you avoid database decay Your coworker recently tested two different subject lines to see how they would impact the open rate of her most recent email send She excitedly tells you that the first subject line won the test

How should you respond? “Was the confidence level of the results 99%? Otherwise, it’s not statistically significant” “It only matters if you get the same result on three different email sends” “Nice! Send an email to the team and let them know to use your findings on all emails going forward” “Did you make sure you sent the email to enough contacts?” Which of the following is a testable element for click-through rate? Call-to-action Frequency Preview text Timing True or False? You only need to optimize an email once True False Why is it important to test email practices for your own business? Because each business' circumstances and needs are unique

Because other people’s practices are not appropriate for your business Because it’s impossible to replicate the style and content of another company’s emails Because people might confuse you with another company While doing your monthly reporting you notice a decline in the open rate of your blog subscriber emails You decide to run an experiment, but before you can run the test you need to formulate a hypothesis

All of these factors should be considered when creating your hypothesis EXCEPT: If there will be enough people to engage with the experiment If you will have an opportunity to repeat the test If you will be able to prevent database decay If you will be able to test the hypothesis for a long enough period of time True or false? You can tell if an email is high-performing just by examining the content and layout True: Once you tested what works for your contact database you will have no problem creating high-performing emails False: The only way to tell whether an email will be high-performing is after it is sent False: Only people who are certified can tell whether an email will be high-performing True: An email that follows the best practices will be high-performing

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