COURSE 4 – THINK OUTSIDE THE INBOX: EMAIL MARKETING QUIZ ANSWERS

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1 Week 1: Introduction to Think Outside the Inbox: Email Marketing
2 Introduction to Think Outside the Inbox: Email Marketing INTRODUCTION
3 Test your knowledge: PESTLE, SWOT, and setting SMART goals
4 THINK OUTSIDE THE INBOX: EMAIL MARKETING WEEKLY CHALLENGE 1
5 Introduction to Think Outside the Inbox: Email Marketing conclusion
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Week 1: Introduction to Think Outside the Inbox: Email Marketing

Introduction to Think Outside the Inbox: Email Marketing INTRODUCTION

This is an introduction to a course called Result-oriented Email Marketing offered on Coursera, another part of the Google Digital Marketing & E-commerce Professional Certificate. It narrates the whole journey of understanding the benefits and challenges of email marketing and how it would fit in a business strategy. This course then explains how to align email campaigns with business objectives using PESTLE and SWOT frameworks. It will also enlighten you on the key highlights of the best practices in email marketing, not leaving you hanging. By the end of Week 1, you’ll have a great understanding of email marketing as it applies to every other driving factor of successful businesses.

Learn today, in building impactful email marketing capabilities that will enable you to realize your goals efficiently.

Learning Objectives:

  • Recognition of email marketing’s contribution to a digital marketing strategy.
  • Use of the SMART, SWOT and PESTLE frameworks to set email marketing objectives.
  • SME + PESTLE audits for good email marketing plans.
  • Discover best practices in email marketing.

Test your knowledge: PESTLE, SWOT, and setting SMART goals

1. Fill in the blank: _____ is the process of sending messages to a list of existing subscribers to share information, drive sales, or create community.

  • Social marketing
  • Consumer marketing
  • Brand marketing
  • Email marketing (Correct)

Correct: Email marketing basically sends a targeted message to a group of predetermined subscribers for informing, engaging, or calling for an action. It has become one of the most effective means of marketing.

2. Which of the following factors make email marketing effective? Select all that apply.

  • Insights gained from email (Correct)
  • Lifespan of email (Correct)
  • Difficulty of email use
  • Number of email users (Correct)

Correct: Then again, what makes email marketing efficiency possible over time is the kind of insightful and quite extended audience it holds in terms of sheer statistics as far the number of their email accounts is concerned. These are some of the features that could almost easily make the medium a powerful possible outreach effort in connection to marketing objectives.

3. In marketing, a SWOT audit refers to Strengths, Weaknesses, Opportunities, and Threats. A PESTLE audit refers to Political, Economic, Social, Technological, Legal, and Environmental factors.

Which of the following describes the relationship between a SWOT audit and a PESTLE audit?

  • A SWOT audit examines the internal context of a brand. A PESTLE audit examines the external context of a brand. (Correct)
  • Both a SWOT audit and PESTLE audit examine the external context of a brand.
  • Both a SWOT audit and PESTLE audit examine the internal context of a brand.
  • A PESTLE audit examines the internal context of a brand. A SWOT audit examines the external context of a brand.

Correct: A SWOT analysis investigates the internal sphere of a brand, which includes its strengths, weaknesses, team composition and resources. A PESTLE audit, on the other hand, investigates the horizontal aspects of a brand, namely, political, economic, social, technological, legal and environmental aspects that determine how a brand-oriented marketing practice is carried out. Together, these audits provide a well-rounded representation of the picture of an organization as an effective groundwork for campaign strategy development.

4. Fill in the blank: A _____ goal is specific, measurable, attainable, relevant, and time bound.

  • consumer
  • brand
  • SMART (Correct)
  • marketing

Correct: It is a clearly defined, quantifiable, realistic, and time-bound goal aligned with objectives.

5. Why is it important for a marketing goal to have a deadline?

  • Without a deadline, there is no way to know if a goal is making progress at a good pace. (Correct)
  • Without a deadline, there is no real way to know if a goal is challenging.
  • Without a deadline, there is no real way to know what specific goal should be accomplished.
  • Without a deadline, there is no real way to know if a goal is interesting.

Correct: Having a time limit for a marketing objective is very important since it gives a clear and concise measure of the progress made and ensures that the goal is moving at the right speed.

6. What is return on investment (ROI)?

  • A ratio of expenses and investment
  • A ratio of the number of email users and investment
  • A ratio of the number of emails opened and investment
  • A ratio of net income and investment (Correct)

Correct: ROI refers to the term Return on Investment, which is used by marketers to analyze the return of a specific investment. Generally, an investment with a high ROI indicates that it generated much more revenue for the campaign than it cost, usually implying success.

THINK OUTSIDE THE INBOX: EMAIL MARKETING WEEKLY CHALLENGE 1

1. Fill in the blank: Email marketing is the process of sending messages to a list of existing subscribers to _____.

  • share useful insights about customer behaviors and interactions
  • gain followers on social media platforms
  • share information, drive sales, or create community (Correct)
  • establish a brand voice

2. The fact that 50% of people use the same email for ten years or more reflects which success factor of email marketing?

  • Ease of use
  • Lifespan (Correct)
  • Number of email users
  • Insights

3. If a company has a high return on investment (ROI), which of the following scenarios is likely true?

  • The company made less money from a campaign than they spent on email marketing.
  • The company made half the money from a campaign than they spent on email marketing.
  • The company made more money from a campaign than they spent on email marketing. (Correct)
  • The company made exactly the same amount of money from a campaign that they spent on email marketing.

4. How can a company analyze the strengths, weaknesses, opportunities, and threats that may affect their marketing strategy?

  • Conduct a SMART audit.
  • Conduct a THREAT audit.
  • Conduct a PESTLE audit.
  • Conduct a SWOT audit. (Correct)

5. Imagine a company is creating an email campaign for an app-based tech company. What kind of goal should the company set to grow their brand?

  • SMART goal (Correct)
  • SUCCESS goal
  • START goal
  • BRAND goal

6. Fill in the blank: When setting a goal, it is important to consider who is involved, the reason or purpose behind it, and the requirements and constraints. This helps to ensure the goal is _____.

  • time bound
  • relevant
  • specific (Correct)
  • attainable

7. Which of the following statements is considered a do when it comes to email marketing? Select all that apply.

  • Stick to the same format without testing anything new
  • Test various formats, lengths, links, and images in emails (Correct)
  • Send the same emails to every single subscriber
  • Segment email subscriber lists (Correct)

8. Which of the following outcomes are likely if a company uses dramatic language or too-good-to-be true offers in their email marketing campaigns? Select all that apply.

  • Emails will increase sales.
  • Emails will never be received. (Correct)
  • Emails will end up in their customers’ spam folder. (Correct)
  • Emails will increase subscribers.

9. Why is segmenting an effective email marketing strategy?

  • Segmenting allows a company to send emails to generalized groups of people to ensure customers will enjoy them.
  • Segmenting allows a company to schedule emails to be sent daily to ensure customers will enjoy them
  • Segmenting allows a company to target tailored emails to specific people to ensure the customers will enjoy them. (Correct)
  • Segmenting allows a company to send interesting emails to all subscribers to ensure customers will enjoy them.

10. How can a company prioritize quality over quantity in their email marketing campaigns?

  • Stick to the same format for every email without testing.
  • Define what quality means for the brand or team, and stick to it. (Correct)
  • Send junk email out in bulk to a broad recipient list.
  • Send 10 emails per day to every single subscriber in their database.

11. Imagine that a marketer needs to promote a new product. They want to reach customers with a marketing approach that is easy to use, offers built-in insights, and that takes advantage of the long lifespan of email as a medium. What marketing approach should they use?

  • Consumer marketing
  • Subscriber marketing
  • Brand voice marketing
  • Email marketing (Correct)

12. Which of the following are ways a company uses return on investment (ROI)? Select all that apply.

  • To learn the ratio of net income and investment (Correct)
  • To determine touchpoints customers interact with before taking action
  • To monitor data
  • To evaluate the efficiency of an investment (Correct)

13. Which of the following factors does a SWOT audit help a company analyze? Select all that apply.

  • Threats (Correct)
  • Weaknesses (Correct)
  • Opponents
  • Strengths (Correct)

14. Which of the following are characteristics of a SMART goal? Select all that apply.

  • Time-bound (Correct)
  • Measurable (Correct)
  • Simple
  • Reasonable

15. Fill in the blank: Setting goals that are _____ helps inform a company if it is making progress at a good rate.

  • relevant
  • measurable
  • time bound (Correct)
  • reasonable

16. What is the practice of dividing an email subscriber list into smaller groups based on criteria like interest, location, or purchase history?

  • Segmenting (Correct)
  • Splitting
  • Sorting
  • Allocating

Correct: When organizing your email list, you should segment it. Segmenting is a great strategy because it allows you to send tailored emails to specific people who may enjoy the message.

17. The statistic that more than 4 billion people use email reflect which success factor of email marketing?

  • Return on investment
  • Lifespan 
  • Attribution
  • Number of email users (CORRECT)

Correct: Correct

18. Fill in the blank: If there is evidence to prove whether a goal was successful or not, that goal is _.

  • Measurable (CORRECT)
  • specific
  • attainable
  • relevant

Correct: Correct

19. Which term describes dividing an email subscriber list into smaller groups based on criteria like interests, location, or purchase history?

  • Segmenting (CORRECT)
  • Linking
  • Blending
  • Partitioning

Correct: Correct

20. How can a company prioritize quality over quantity in their email marketing campaigns? 

  • Send junk email out in bulk to a broad recipient list.
  • Define what quality means for the brand or team, and stick to it. (CORRECT)
  • Send 10 emails per day to every single subscriber in their database.
  • Stick to the same format for every email without testing.

Correct: correct 

21. Fill in the blank: A SMART goal is specific, measurable, attainable, relevant, and _____.

  • thoughtful
  • true
  • trustworthy
  • time bound (CORRECT)

Correct: Correct

22. Which term best describes unsolicited and unwanted email sent out in bulk to a broad recipient list?

  • Discard
  • Spam (CORRECT)
  • Waste
  • Trash

Correct: Correct

23. Which of the following are effective ways to segment email marketing lists to ensure specific customers enjoy marketing emails? Select all that apply.

  • Segment by name.
  • Segment by timezone. (CORRECT)
  • Segment by gender. (CORRECT)
  • Segment by birth month. (CORRECT)

Correct: Correct

Correct: Correct

Correct: Correct

24. Why should a company avoid sending the same emails to every single one of their subscribers?

  • If subscribers are sent all the same emails, they might click on the hyperlinks included. 
  • If subscribers are sent all the same emails, they might receive an email they do not identify with and unsubscribe. (CORRECT)
  • If subscribers are sent all the same emails, they might buy too many products. 
  • If subscribers are sent all the same emails, they might not learn about the company’s backstory.

Correct: Correct

25. Email marketers can expect that for every dollar they spend on email marketing, they will earn 42 dollars. This best describes what concept?

  • Return on investment (ROI) (CORRECT)
  • Key performance indicator (KPI)
  • Search engine optimization (SEO)
  • Narrative context

Correct: Correct

26. Which of the following could be considered quality content included in an email marketing campaign? Select all that apply.

  • Content that offers too-good-to-be-true offers.
  • Interesting content and images. (CORRECT)
  • Content that enriches customers’ lives in some way. (CORRECT)
  • Content that teaches customers something. (CORRECT)

Correct: Correct

Correct: Correct

Correct: Correct

27. Which of the following should be avoided to ensure recipients do not think a company’s email is spam? Select all that apply.

  • Use various formats, lengths, links, and images
  • Appear in inboxes several times a week
  • Include too-good-to-be-true offers (CORRECT)
  • Use dramatic phrases (CORRECT)

Correct: Correct

Correct: Correct

28. The fact that 50% of people use the same email for ten years or more reflects which success factor of email marketing? 

  • Lifespan (CORRECT)
  • Number of email users
  • Insights
  • Ease of use

29. How can an inexperienced, entry-level marketer create an effective email campaign? 

  • They experiment with email marketing tools and rely on common email templates.
  • They can edit emails after sending them, which offer flexibility to make changes at any time.
  • They generate a high return on investment which increases the campaign budget and staff.
  • They use several email automation tools to simplify the process and build an effective campaign. (CORRECT)

30. Fill in the blank: Conducting _____ will help you identify the internal context of a company that could affect your strategy. 

  • an SEO analysis
  • a SMART audit
  • a SWOT audit (CORRECT)
  • a PESTLE audit

31. Fill in the blank: When setting a goal, it is important to consider who is involved, the reason or purpose behind it, and the requirements and constraints. This helps to ensure the goal is _____. 

  • time bound
  • attainable
  • relevant
  • specific (CORRECT)

32. When creating an email, a digital marketer links website content they have not previously included. Which marketing best practice is this an example of? 

  • Stay top-of-mind
  • Use testing to learn what works best (CORRECT)
  • Segment your lists
  • Quality over quantity

33. When creating a brand’s email marketing strategy, you aim to identify any external factors that may affect the process. What research helps you examine the brand’s external context? 

  • A PESTLE audit (CORRECT)
  • A SWOT audit
  • An external audit
  • An environmental audit

34. According to the SMART framework, which of the following goals is considered time-bound? 

  • Gain 1,000 new subscribers by the end of April (CORRECT)
  • Grow brand awareness on social media
  • Increase the number of app installs
  • Achieve 5,000 website visits over a few months

35. When creating an email marketing campaign, you set a standard for how you will present your brand and maintain that standard in all customer communications. Which marketing best practice is this an example of? 

  • Quality over quantity (CORRECT)
  • Stay top-of-mind
  • Segment your lists
  • Quantity over quality

36.  digital marketer promotes a business by sending several emails per week. The emails offer promotions that seem unbelievable and the marketer notices a low email engagement rate. What tip will likely increase their email engagement rate? 

  • Include a better call to action
  • Do not spam and avoid making your emails appear to be spam (CORRECT)
  • Use the same format for consistency
  • Do not send different emails to every single subscriber

37. Why should you segment subscribers in an email marketing list? 

  • It allows you to set a standard and define what quality means for the brand.
  • It allows you to send tailored emails to specific people. (CORRECT)
  • It allows you to provide more context for your hyperlinks.
  • It allows you to send the same email to every subscriber.

38. A digital marketer needs to increase their email open rate by making the emails more engaging. What changes should they first test to increase engagement? 

  • Reuse previous newsletters that received a high open rate
  • Use different links and images (CORRECT)
  • Send emails at different times of the day
  • Use uncommon phrases to describe special offers

39. Fill in the blank: Email marketing is the process of sending messages to a list of existing subscribers to _____.  

  • establish a brand voice
  • gain followers on social media platforms
  • share information, drive sales, or create community (CORRECT)
  • share useful insights about customer behaviors and interactions

40. The statistic that more than 4 billion people use email reflect which success factor of email marketing? 

  • Lifespan
  • Attribution
  • Number of email users (CORRECT)
  • Return on investment

41. A company earns a lot more money from an email campaign than it spends. What does the campaign’s performance indicate? 

  • A high return on investment (ROI) (CORRECT)
  • A low customer retention rate
  • A high click-through rate
  • A low return on investment (ROI)

42. Why should you segment subscribers in an email marketing list? 

  • It allows you to provide more context for your hyperlinks.
  • It allows you to send the same email to every subscriber.
  • It allows you to send tailored emails to specific people. (CORRECT)
  • It allows you to set a standard and define what quality means for the brand.

43. Fill in the blank: _____ are discovered through research or data analysis and can be used to inform an email strategy. 

  • Insights (CORRECT)
  • Audits
  • Key performance indicators (KPIs)
  • Attributions

44. A digital marketer evaluates the success of an email marketing campaign by calculating the return on investment (ROI). What do they learn from calculating the ROI? 

  • How much time was spent compared to the budget
  • How much money was earned compared to what it cost (CORRECT)
  • How many customers opened the email
  • The number of impressions gained on social media

45. A sales-driven e-commerce store with a high volume of monthly orders wants to increase their online sales by 25%. What element should they consider to make this a SMART goal? 

  • Specific
  • Relevant
  • Time-bound (CORRECT)
  • Measurable

46. A digital marketer retains valuable subscribers by only sending them relevant emails. What email marketing recommendation did they follow? 

  • Prioritize the number of emails over the quality
  • Email several times a week to stay relevant
  • Do not send the same emails to every single subscriber (CORRECT)
  • Use the same email length and images for consistency

47. A surf shop creates an email campaign to target customers aged 25-45 who are interested in paddleboarding and other ocean activities. What email marketing best practice will help them target these customers? 

  • Use a single email design throughout the campaign
  • Segment email lists by age and gender
  • Mention paddleboarding or ocean activities at the end of each email
  • Segment email lists by age and location (CORRECT)

48. A digital marketer creates monthly emails with interesting stories their subscribers enjoy reading. What email marketing best practice does the marketer use?  

  • Send the same email to all email subscribers
  • Prioritize appearing in inboxes and reminding customers of their brand
  • Use segmentation to personalize their emails
  • Focus on delivering quality content instead of frequent content (CORRECT)

49. A company sends branded emails to a subscriber list. The emails include the company’s latest products and discount codes for online orders. Why did the company choose email marketing to promote its products? 

  • It is a helpful tool because it targets niche audiences that may be important to the brand.
  • It is a useful tool that offers a $2 return on investment for every dollar spent.
  • It is a useful tool that relies on the manual design, formatting, and hyperlinking of emails.
  • It is an effective tool for promoting products to potential, new, and existing customers. (CORRECT)

50. When creating a campaign goal, you add a deadline to indicate when you should reach the goal. Why is it necessary for you to set time-bound goals? 

  • It provides evidence that the campaign will be successful
  • It ensures that the goal is realistic and you can achieve it
  • It helps to evaluate whether you are making progress at a reasonable speed (CORRECT)
  • It proves that the goal aligns with company values and overall goals

51. A digital marketer creates an email to offer customers a discount on their fifth purchase. What email marketing best practice will help them target these customers? 

  • Send the same email to all email subscribers in which you tell them about your promotion 
  • Share interesting and beautiful images based on customers’ interests
  • Segment the email subscriber list according to the total number of orders (CORRECT)
  • Consider sending multiple emails per day to stay top-of-mind

52. When creating a goal, what should you include to make it a measurable goal? 

  • A deadline to aim for
  • Metrics that can be tracked and measured (CORRECT)
  • A number that specifies what the goal is
  • Company values and overall business goals

53. What is an example of a specific goal a marketer might consider? 

  • Gain new subscribers by the end of the month
  • Achieve 1,000 new app downloads in the next few months
  • Increase the number of sales by 50% in the next six months (CORRECT)
  • Create a successful email marketing campaign

Introduction to Think Outside the Inbox: Email Marketing conclusion

Well, all you have known now about the basics of email marketing; you must set out very clear objectives. First, analyze the present score of the company using PESTLE and SWOT analysis so as to know opportunities and threats. After that, set smart goals according to your email marketing campaign.

As you now know the best practices in email marketing, you are very well prepared to launch an impactful campaign. Would you want to go deeper? Join us in our journey into the fantastic world of effective email and multi-channel marketing today on Coursera!

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