Deck 7: Email Marketing to Build Consumer and Business Relationships

Question 1

The minimal acceptable standard for permission marketing is:

A)opt-out.
B)opt-in.
C)confirmed opt-in.

Answer 1

A

Question 2

Guidelines for a good promotional email include:

A)using spiders and other anonymous email address collection techniques.
B)sending unsolicited e-mail.
C)Preheaders reinstating and reinforcing the offer

Answer 2

C

Question 3

A true statement about spam on the Internet is:

A)most users are indifferent to the presence of spam.
B)fewer users say they are receiving spam today.
C)some users are reducing their use of email as a result of spam.

Answer 3

C

Question 4

Which choice below best represents why direct email marketing is superior to direct mail?

A)Faster, higher response rate, better list
B)Faster, cheaper, better tracking
C)Faster, higher response rate, cheaper

Question 5

Which of the following is a good tip for a successful email marketing campaign?

A)Include lengthy articles to draw in the reader
B)Make use of the subject line to increase response rate
C)Restate your privacy policy on your web page

Question 6

Which of the following is considered a best practice in email marketing?

A)relevant messages
B)daily emails
C)personalized subject lines

Question 7

Acceptable email marketing practices under the CAN-SPAM law include:

A)using spiders and other anonymous collection techniques.
B)correct identification of the sender in the header.
C)sending unsolicited e-mail to prospective customers without giving them an opportunity to opt-out.

Question 8

Following good email marketing principles, a company gathered ________ (Q10) to send future emails about its products and asked customers to ________ (Q11) to receive promotional mailings via email.

A)opt-Out
B)double-Click
C)opt-in

Question 9

The CAN-SPAM act requires applicable emails to have the following:

A)physical address, valid reply-to email, opt-in box.
B)physical address, valid reply-to email, unsubscribe provision.
C)physical address, valid reply-to email, P.O.Box.

Question 10

The term used to describe the expressed willingness of consumers to receive further promotional material from the marketer is:

A)opt-in.
B)opt-out.
C)registration.

Question 11

The number of people who took action on the email divided by number of emails is called the:

A)click-through rate.
B)A/B testing.
C)bounce rate.

Question 12

Following good email marketing principles, a company gathered ________ (Q10) to send future emails about its products and asked customers to ________ (Q11) to receive promotional mailings via email.

A)transactions
B)email addresses
C)permission

Question 13

The Golden Rs of email marketing include:

A)reciprocity.
B)recency.
C)relevance.

Question 14

The term for delivered email mail that is actually opened is the following:

A)open rate.
B)click-through rate.
C)privacy rate.

Question 15

Steps in developing an email campaign include:

A)borrowing an inexpensive email list.
B)measuring the results of the campaign.
C)finding out what copy is available in company files.

Question 16

The term used to describe the expressed willingness of consumers to receive further promotional material from the marketer is:

A)opt-out.
B)registration.
C)opt-in.

Question 17

Types of customer data that are important in good email marketing include:

A)physical mailing address.
B)purchasing behavior.
C)color and font preferences.

Question 18

The following are elements of successful email promotional email except:

A)viral marketing options.
B)a call to action.
C)brand management.

Question 19

Identify the three activities best suited to email marketing.

A)Newsletters, alerts and reminders, lead generation
B)Promotions and discounts, newsletters, alerts and reminders
C)Newsletters, interstitials, promotions and discounts

Question 20

Which internet marketing tool would be best suited to viral marketing?

A)Online polls
B)Website personalization
C)Email

Question 21

The requirements of the CAN-SPAM law differentiate between acquiring new customers and communicating with existing ones.

Question 22

Spam is only a minor annoyance to most Internet users.

Question 23

Email Marketing is best used as a retention tool rather than acquisition tool.

Question 24

Double opt-in is the minimum acceptable industry standard for building e-mail lists.

Question 25

Explain the term permission email marketing and give an example of its usage from the text.

Question 26

Personalization means stating the name of the person sending the email.

Question 27

Email Marketing Service Providers provide no real benefit to marketers.

Question 28

A robust customer database is one key to effective email marketing.

Question 29

There are some valid uses for spam e-mail in online marketing programs.

Question 30

Opt-out implies passive agreement on the part of an Internet user to allow marketers to contact the user for promotional purposes.

Question 31

Email marketing can be carried out on an as-needed basis.

Question 32

Hard bounces and soft bounces minus unsubscribes make up the bounce rate.