Week 3: Useful Tools for Email Marketing
Useful Tools for Email Marketing INTRODUCTION
The Google Digital Marketing & E-commerce Professional Certificate Program offered by Coursera enables students to learn all about email marketing. It is an in-depth program that addresses significant issues, including creating and segmenting email lists, writing attractive emails, studying email marketing channels such as Hubspot and Mailchimp, strategizing for crisis management, and dealing with the typical mistakes in email marketing.
This professional certificate benefits the students with all necessary learning to ensure they do exceptionally well in digital marketing and e-commerce. Also, such a program provides learners with practical knowledge on the best practices to follow when one wants to do email marketing successfully.
Learning Objectives:
- Automate email marketing and create workflows.
- Build and keep an email list.
Write great and compelling email copy. - Select the best tools to use for an email marketing campaign.
- Manage contacts and segment email lists.
- Use best practices to protect Personally Identifiable Information (PII) and user data.
- Understand key email marketing practices, including automation, tool selection, and list segmentation for best results.
TEST YOUR KNOWLEDGE: EMAIL MARKETING TOOLS AND MISTAKES
1. Which of the following email marketing tasks can you automate with a tool? Select all that apply.
- Build your list (Correct)
- Design graphics
- Segment your list (Correct)
- Send welcome emails to new subscribers (Correct)
Correct: It automatically sends out a welcome email to any new subscriber added to the list by the automation software. These tools help to set up and section your list so that it caters to a more targeted and more effective email campaign.
2. Which of the following are popular email marketing automation tools? Select all that apply.
- HubSpot (Correct)
- Hootsuite
- Salesforce (Correct)
- Mailchimp (Correct)
Correct: Salesforce provides extensive customization, including the specific custom interface needs. Other convenient email marketing tools include HubSpot and Mailchimp, which also hold powerful features for handling and optimizing email campaigns.
3. Which of the following are mistakes people commonly make when sending out emails? Select all that apply.
- Send an email with personalization mistakes (Correct)
- Send out the incorrect email sign-up form
- Send a broken hyperlink (Correct)
- Send an email to the wrong segmented list (Correct)
Correct: Choosing the wrong demographic or age limit to send the email would be an example of targeting the wrong segment for email marketing. Some other examples of not-so-important mistakes are sending an email with a broken hyperlink and mispersonalization.
4. Which of the following are preventions to email marketing mistakes? Select all that apply.
- Create a quality control (QC) process. (Correct)
- Undo the email send.
- Double check every hyperlink. (Correct)
- Use grammar checker software. (Correct)
Correct: Another thing is that there could be grammar checking software like Grammarly, available as a plug-in for your internet browser. Other preventive measures include establishing a quality control process and double-checking every hyperlink.
5. What common way to segment an email list is based on customers’ activities, values, and hobbies?
- Subscription date
- Geography
- Psychographic characteristics (Correct)
- Website engagement
Correct: You can segment your clientele based on their interests such that customers will receive emails with contents that match their preferences and interests.
6. Which of the following are popular email marketing tools? Select three.
- Google Sheets
- Salesforce (Correct)
- Mailchimp (Correct)
- HubSpot (Correct)
Correct: HubSpot uses personalization to offer different subscriber experiences based on personas and key audiences. Other popular email marketing tools are Mailchimp and Salesforce. Mailchimp’s automation tools include pre-built journeys. These journeys offer customizable workflows for common automation use cases. Other popular tools are HubSpot and Salesforce. Salesforce is slightly more expert-level, but it offers powerful customization options. Other popular email marketing tools are Mailchimp and HubSpot.
7. What is a hyperlink that no longer leads to the correct website?
- Internal link
- External link
- Bounced link
- Broken link (Correct)
Correct: The most effective way to make certain that there are no dead links in your email is to thoroughly check every hyperlink one last time before sending it out.
THINK OUTSIDE THE INBOX: EMAIL MARKETING WEEKLY CHALLENGE 3
1. What strategies can an email marketer use to build an email list? Select all that apply.
- Customer survey
- Website prompt (Correct)
- Display advertising (Correct)
- Referral (Correct)
2. Fill in the blank: _____ is the practice of dividing an email subscriber list into smaller groups based on criteria like interests, location, or purchase history.
- Separating
- Summarization
- Segmentation (Correct)
- Operating
3. As a digital marketer, you are dividing your email list by demographics. Which of the following best represents demographics?
- Age, gender identity, family status (Correct)
- Purchasing habits, spending habits, brand loyalty
- Climate, population, language
- Lifestyle, values, hobbies
4. As a digital marketer writing an email, what question should you consider to help write the email’s subject line?
- How can the reader take an action?
- Why should the reader care?
- How does this content help the reader?
- What are we offering the reader? (Correct)
5. As a digital marketer writing an email, which point of view is it generally recommended to write in?
- Second person (Correct)
- First person
- Third person
- Fourth person
6. As a digital marketer, you would like to use software and technology to manage email processes automatically. Which practice should you implement?
- Email marketing conversion
- Email marketing automation (Correct)
- Email marketing personalization
- Email marketing spam protection
7. What can the Mailchimp, HubSpot, and Salesforce tools assist with?
- Grammatical check
- Graphic design
- Automation (Correct)
- Website conversions
8. As a digital marketer, you accidentally send out an email with the wrong product page URL to your list. This is an example of what email marketing mistake?
- Sending a broken link (Correct)
- Sending with personalization mistakes
- Sending duplicate emails
- Sending to the wrong segmented list
9. Fill in the blank: In the context of email marketing, quality _____ is a process to ensure that the email you send does not have mistakes and errors.
- send
- control (Correct)
- review
- planning
10. Imagine you are sending an email to announce a product launch. You write about how the product creators came up with the product idea, what motivated them to create it, and the problem the product solves. This represents which tip for writing effective emails?
- Set the tone of your email.
- Craft the narrative in your email. (Correct)
- Determine the purpose of your email.
- Add a call to action in your email.
11. Which of the following best describes email segmentation?
- “One reason we created the product…”
- “Hi there!”
- “Here’s a short story:”
- “Try it free now!” (Correct)
12. Which of the following represents an email call-to-action?
- Establish trust using digital certificates (CORRECT)
- Transfer hash digests
- Exchange of public and private keys
- Exchange of encrypted information (CORRECT)
13. In the context of email marketing, what is the process to ensure that the email you send does not have mistakes?
- Quality control (Correct)
- Quality planning
- Quality review
- Quality send
14. Imagine you are writing an email to tell customers about a new product. You make the email exciting, bright, and enthusiastic. This represents which tip for writing effective emails?
- Craft the narrative in your email.
- Set the tone of your email. (Correct)
- Determine the purpose of your email.
- Add a call to action in your email.
15. A digital marketer can use website prompts, display ads, social ads, and referrals to do what with email marketing?
- Build an email list (Correct)
- Send a transaction to an email list
- Clean up an email list
- Remove an email list
16. Which of the following is true regarding using automation in email marketing?
- You can only use it to send automatic welcome messages.
- You can only use it to track engagement of each subscriber.
- You can use it to assist with multiple tasks. (Correct)
- You can only use it to segment your list.
17. As a digital marketer choosing an email marketing tool, you are deciding between HubSpot, Mailchimp, and Salesforce. What can these tools assist you with?
- Website conversions
- Automation (Correct)
- Graphic design
- Grammatical check
18. Before writing an email, you think about why you are sending the email to identify the motivation behind it. This represents which tip for writing effective emails?
- Determine the purpose of your email. (Correct)
- Craft the narrative in your email.
- Add a call to action in your email.
- Set the tone of your email.
19. As a digital marketer, you are dividing your email list by behavioral data. Which of the following best represents behavioral data?
- Age, gender identity, family status
- Lifestyle, values, hobbies
- Spending habits, browsing habits, brand loyalty (CORRECT)
- Climate, population, language
Correct: Correct
20. Which of the following best describes a merge tag or personalization tag?
- A code that allows the writer to insert unique user data (CORRECT)
- A code that combines email lists for efficiency
- A code that deletes similar emails before a recipient reads it
- A code that sends emails automatically to recipients based on previously opened emails
Correct: Correct
21. Which of the following are benefits of email marketing automation? Select all that apply.
- Speeds up the email writing process
- Makes the email marketing process simpler and smoother (CORRECT)
- Ensures the campaign stays organized and on track (CORRECT)
- Allows more focus to complete other tasks (CORRECT)
Correct: Correct
Correct: Correct
Correct: Correct
22. Which of the following are examples of email marketing tools? Select all that apply.
- Hootsuite
- Search Console
- HubSpot (CORRECT)
- Mailchimp (CORRECT)
Correct: Correct
Correct: Correct
23. As a digital marketer, you are tasked with trying to make more sales through the email list. What strategies can you use to build the email list? Select all that apply.
- Focus group
- Search engine marketing (CORRECT)
- Website prompt (CORRECT)
- Social media advertising (CORRECT)
Correct: Correct
Correct: Correct
Correct: Correct
24. What is the practice of dividing an email subscriber list into smaller groups based on criteria like interest, location, or purchase history?
- Separating
- Operating
- Segmentation (CORRECT)
- Summarization
Correct: Correct
25. What is a best practice when writing email content?
- Discuss product or service benefits instead of features (CORRECT)
- Craft long emails to keep reader attention
- Limit personalization to the subject line
- Write emails in the third person
Correct: Correct
26. As a digital marketer, you accidentally send an email with the incorrect merge tag code. This is an example of what email marketing mistake?
- Sending to the wrong segmented list
- Sending with personalization mistakes (CORRECT)
- Sending a broken link
- Sending duplicate emails
Correct: Correct
27. Fill in the blank: In email writing, you should always address your readers by using _____ language. This point of view is used for giving directions, offering advice, or providing an explanation.
- first person
- fourth person
- second person (CORRECT)
- third person
28. Fill in the blank: Email marketing _____ is the practice of using software, programs, and technology to manage email marketing processes automatically.
- segments
- groups
- automation (CORRECT)
- personalization
29. What can the Mailchimp, HubSpot, and Salesforce tools assist with?
- Automation (CORRECT)
- Grammatical check
- Website conversions
- Graphic design
30. What is an example of a personalization mistake in email marketing?
- Sending an email that reads “Happy birthday, [First name]!” (CORRECT)
- Sending an email to a younger age group instead of an older age group
- Sending an email with a URL that is spelled incorrectly
- Sending an email that hyperlinks to an external website with an error message
31. How can marketers determine the purpose of an email marketing campaign?
- Communicate in a tone that is courteous and helpful in some way
- Add details such as who came up with the idea for the product
- Consider why they are sending an email in the first place (CORRECT)
- Reflect on the reader’s perspective and what kind of narrative they prefer
32. As a digital marketer, you are building a list of recipients for an email marketing campaign. What can you use to build this email list?
- Display ads and referrals (CORRECT)
- Customer surveys
- Customer addresses
- Likes and follows
33. As a digital marketer, you segment your email list according to spending habits, browsing habits, and brand loyalty. What are these characteristics referred to as?
- Behavioral data (CORRECT)
- Demographic data
- Geography data
- Psychographic data
34. As a digital marketer, you are setting up a process to ensure that the email you send does not have mistakes. What is the name of this quality process?
- Quality control (CORRECT)
- Quality planning
- Quality send
- Quality review
35. You accidentally send an email that reads “Happy birthday, [First name]!” What email marketing mistake is this an example of?
- Sending an outdated email
- Sending an email with personalization mistakes (CORRECT)
- Sending an email to the wrong segmented list
- Sending a duplicate email
36. Imagine you are sending an email to announce a product launch. You write about how the product creators came up with the product idea, what motivated them to create it, and the problem the product solves. This represents which tip for writing effective emails?
- Add a call to action in your email.
- Determine the purpose of your email.
- Set the tone of your email.
- Craft the narrative in your email. (CORRECT)
37. A digital marketer can use website prompts, display ads, social ads, and referrals to do what with email marketing?
- Remove an email list
- Clean up an email list
- Build an email list (CORRECT)
- Send a transaction to an email list
38. You’re writing an email and you consider how the content helps the reader. Where should this information go in your email?
- Sign off
- Conclusion
- Body text (CORRECT)
- Subject line
39. As a digital marketer, you accidentally send an email to a group of non-customers instead of to a group of previous customers. This is an example of what email marketing mistake?
- Sending duplicate emails
- Sending to the wrong segmented list (CORRECT)
- Sending with personalization mistakes
- Sending a broken link
40. Why is it useful to segment audiences based on demographics?
- It changes frequently but delivers more conversions.
- It targets customers based on their activities, interests, and opinions.
- It is based on fairly consistent information that does not change frequently. (CORRECT)
- It shows what action customers take when shopping on a website.
41. What should you consider when segmenting an email list according to psychographics?
- It is more likely to change frequently.
- It is based on fairly consistent information.
- It targets people over a certain age. (CORRECT)
- It is the most reliable type of data.
42. You’re writing an email and you consider what you are offering the reader. Where should this information go in your email?
- Conclusion
- Body text
- Sign off
- Subject line (CORRECT)
43. When writing an email, you refer to the audience as you, your, or yours. You use a code that allows you to insert unique user data, such as their name. What is this code referred to as?
- Merge tags or personalization tags (CORRECT)
- Customization tags or name tags
- Subject tags or title tags
- Name tags or subject tags
44. What can a marketer use to segment an email marketing list and manage multiple tasks?
- Automation (CORRECT)
- Personalization
- Conversion
- Spam protection
45. Common email marketing mistakes include sending a broken link. What is an example of this kind of mistake?
- Sending an email that reads, “Happy birthday, [First name]!”
- Sending an email with a “Happy holidays” message in February
- Sending an email with the wrong product page URL (CORRECT)
- Sending an email to the incorrect age group
46. Fill in the blank: A _____ process might include creating a checklist that ensures you’re using the correct format, content, personalization tags, and anything else you may want to be careful about.
- consistency check
- accuracy review
- quality control (CORRECT)
- performance indicator
47. What can marketers include in an email marketing campaign to craft the narrative and communicate a story?
- Details such as who came up with the idea for the product and what motivated them (CORRECT)
- The reason for sending the email to customers and the motivation behind it
- Language that shows gratitude to the customers and a spunky and thankful tone
- Bright and enthusiastic tone and language that gets the reader excited
48. As a digital marketer, you are building an email list for an upcoming campaign. How can you use search engine marketing to help build your list?
- Customer addresses
- Likes and follows
- Website prompts and customer surveys (CORRECT)
- Customer surveys
49. As a digital marketer, you are dividing your email list by psychographic characteristics. Which of the following best represents psychographic characteristics?
- Lifestyle, values, hobbies (CORRECT)
- Climate, population, language
- Age, gender identity, family status
- Purchasing habits, spending habits, brand loyalty
50. As a digital marketer writing an email, what question should you consider to help write the subject line?
- Why should the reader care?
- What should the reader do after reading the email?
- How long is the email?
- What are we offering the reader? (CORRECT)
51. Which of the following is true regarding using automation in email marketing?
- You can only use it to track engagement of each subscriber.
- You can only use it to segment your list.
- You can only use it to send automatic welcome messages.
- You can use it to assist with multiple tasks. (CORRECT)
52. A marketer sets up an email marketing campaign. They consider using a tool to automate the process while they focus on other parts of the campaign. Which of the following tools can assist them? Select all that apply.
- Hootsuite
- Search Console
- Mailchimp (CORRECT)
- HubSpot (CORRECT)
Useful Tools for Email Marketing CONCLUSION
Coursera offers an email marketing course that includes everything stated above plus so much more.
This course will help you adjust, how to create, and segment email lists. You will learn to write effective emails to engage customers, explore tools for email marketing like HubSpot and Mailchimp, and delve into crisis management strategies. You’ll also see how to correct email marketing mistakes. Come now, enroll in the learning experience on coursera!