HubSpot Email Marketing Certification Answers [2021]

  • Post last modified:25 February 2021
  • Reading time:14 mins read

Table of Contents

How can email marketing fuel your overall inbound strategy?

  • Email marketing provides a one-to-one channel of communication.
  • Email marketing provides different types of email.
  • Email marketing syncs closely to your CRM.
  • Email marketing syncs data to external platforms.
Answer
  • Email marketing syncs closely to your CRM.

Segmentation is an important piece of your inbound email marketing strategy. What does segmentation primarily help you do?

  • Send the right person the right message at the right time.
  • Create active lists for your business.
  • Segment contacts who you can’t connect with.
  • Segment the different functions of your business to target outreach and communication.
Answer
  • Send the right person the right message at the right time.

When sending email you can segment contacts by their buyer personas. What is a buyer persona?

  • A buyer persona is an actual representation of your customer based on real data.
  • A buyer persona is a semi-fictional representation of your lead before they become a customer.
  • A buyer persona is a semi-fictional representation of your ideal customer.
  • A buyer persona is a tool you use to define your ideal customer.
Answer
  • A buyer persona is a semi-fictional representation of your ideal customer.

You’re looking to send an email to three different lists of contacts. You’ve created each segmented list based off where those contacts are in their research process with your company. What type of lists have you created?

  • Buyer’s journey lists
  • Buyer’s plan lists
  • Customer journey lists
  • User journey lists
Answer
  • Buyer’s journey lists

As an inbound professional you might be sending many different types of emails, even one-to-one communication emails. What will you need to send one-to-many emails?

  • Email sending provider
  • Email service program
  • Email service provider
  • Email sender program
Answer
  • Email service provider

Fill in the blank: Without ________ for your emails, you won’t know if your emails are successful or not.

  • contacts
  • goals
  • segmentation
  • personalization
Answer
  • goals

If explicit data is information that is intentionally shared between a contact and a company, what is implicit data?

  • Information gathered by importing contacts
  • Information gathered from a form submission
  • Information gathered from user behavior
  • Information gathered from live trainings
Answer
  • Information gathered from user behavior

There are three best practices for creating a successful segmentation strategy. Two of them are having a clean and organized database and collecting the right information. What is the third?

  • Understanding implicit and explicit data
  • Sending at the right time
  • Having buyer personas
  • Segmenting by the buyer’s journey
Answer
  • Understanding implicit and explicit data

Fill in the blank: A ___________ strategy is focused on using a software program to easily store and source a contact’s information, including their name, contact history, email information, and more.

  • contact management
  • contact organization
  • contact program
  • contact database
Answer
  • contact management

You can use your database and contact management strategy to do a few things: see the whole picture of every contact, organize contacts to keep a healthy database at all times, and what else?

  • Organize all the interactions you have.
  • Integrate your contact information with other tools you use.
  • Integrate with the other parts of your platform.Integrate your email information with the other tools you use.
  • Systems not connected to the Internet
Answer
  • Integrate your contact information with other tools you use.

Fill in the blank: Inbound is the happy marriage between___________.

  • content and email
  • strategy and content
  • outbound and inbound
  • context and content
Answer
  • context and content

Before emailing any contacts in your database, what question do you need to ask yourself or your team?

  • Do we have permission?
  • Do we have a segment of contacts?
  • Do we have a goal?
  • Do we have an email template?
Answer
  • Do we have permission?

If you have an offer that’s targeted towards your leads in your database and wouldn’t provide as much value to your customers, what could you segment by to send only to your leads?

  • Lifecycle stage
  • Contact property 
  • Buyer’s journey
  • Buyer persona
Answer
  • Lifecycle stage

When sending the right email, there are three key things you’ll need to understand: why you are sending that email, your goal, and the value you’re delivering to the person on the other end of the send. This gives you the foundation to __________.

  • set the right buyer personas to send email by setting appropriate segments in your database that will match with the content you’re creating
  • set the right template for your emails to send the most contextual message to the appropriate segments
  • set the right expectations with those receiving your email by setting an appropriate and contextual goal and then pairing that with information that will provide the most value
  • set the right foundations to send your transactional emails at the right time
Answer
  • set the right expectations with those receiving your email by setting an appropriate and contextual goal and then pairing that with information that will provide the most value

There are three key components to sending the right email. Two of them are the right email and the right time. What is the third?

  • The right person
  • The right segments
  • The right email platform
  • The right buyer personas
Answer
  • The right person

You received an email this morning where the content didn’t align with the subject or the context in which you were receiving it. It was a jarring experience for you. What was this email not doing?

  • Creating the right email by bringing content and subject line together
  • Creating the right email by bringing content and context together
  • Creating the right email by bringing context and buyer personas together
  • Creating the right email by bringing inbound and email together
Answer
  • Creating the right email by bringing content and context together

What helps to ensure you deliver the right email to the right person?

  • Buyer personas
  • Segmentation
  • Buyer’s journey
  • Contact properties
Answer
  • Segmentation

Fill in the blank: Connecting the different stages of the buyer’s journey with the content you’re sending is an example of ____________.

  • alignment
  • relevancy
  • context
  • connection
Answer
  • relevancy

Using the data you have on each of your contacts—such as when they open, click, and convert—and scheduling your emails to send when your contacts are mostly likely to engage with your email is the definition of what?

  • Send opportunity personalization
  • Send time property
  • Send delivering personalization
  • Send time personalization
Answer
  • Send time personalization

What does AIDA stand for?

  • Attention, interest, desire, action
  • Attention, interest, decision, action
  • Attention, ideas, desire, action
  • Attention, intention, decision, action
Answer
  • Attention, interest, desire, action

Having an understanding of what you’re trying to achieve is the most important part of creating high-performing emails. What theme does this correlate to?

  • Setting a goal
  • Selecting a template
  • Discussing with your team
  • Sending your email
Answer
  • Setting a goal

What are the two key actions to look at when optimizing each part your email?

  • The segment and the open
  • The open and the click
  •  The contacts and the goal
  • The subject line and the preview text
Answer
  • The open and the click

What is the definition of a conversion?

  • The completion of an open
  • The completion of a click
  • The completion of a desired action
  • The completion of all clicks
Answer
  • The completion of a desired action

What is the ideal length of a subject line?

  • 41–50 characters
  • 55–75 characters
  • 10–20 characters
  • 75–100 characters
Answer
  • 41–50 characters

Fill in the blank: Words like “free” or “percent off” will not only trigger spam filters for your email, but will also ___________

  • have higher unsubscribe rates.
  • trigger better sales.
  • align with the content for coupons in the email.
  • not sound like the email is coming from a real person.
Answer
  • not sound like the email is coming from a real person.

Fill in the blank: The snippet of copy that’s pulled in from the body of your email is the _________.

  • preview text
  • preview email
  • preview content
  • preview line
Answer
  • preview text

True or false? Email deliverability is the measurement and understanding of how successful a sender is at getting their marketing email into people’s inboxes.

  • True
  • False
Answer
  • True

What does email delivery refer to?

  • Whether or not a receiver accepts your email
  • Whether or not a contact opens your email
  • Whether or not a receiver clicks your email
  • Whether or not a receiver rejects your email
Answer
  • Whether or not a receiver accepts your email

In the email world, consent can be defined as any time you collect verifiable permission from an email recipient to send them email. What is one way you can collect consent?

  • Selecting a checkbox to grant consent
  • Filling out a form
  • Selecting a checkbox in an email
  • Filling out a lead flow
Answer
  • Selecting a checkbox to grant consent

Someone on your team hands you a list to send out your newest marketing email to. You have been working on this email for a while, and they said the contacts on this list will appreciate the content. As an inbound professional, you know you can’t send to a purchased or enriched list of contacts. You need more information about this list in order to send to them. How could you respond to your co-worker?

  • Do we have verifiable permission to send to them?
  • Perfect, thanks for giving this to me. I forgot to create a list for this email.
  • Perfect! Do we have their first names though? I want to add personalization.
  • Hold on. Where did this list come from? I want to know because I can probably add this list to all our emails now if you think they are a good fit for our content.
Answer
  • Do we have verifiable permission to send to them?

Through sources, permissions, and expectations, you’re taking a close look at the contacts lists that you’re sending email to. This will help you ______.

  • build trust
  • create segments
  • build segmentation
  • build email deliverability
Answer
  • build trust

True or false? If you cannot determine the source of your contacts, you have verifiable permission to send them.

  • True
  • False
Answer
  • False

True or false? Any email marketing vendor of value will not allow you to send to a purchased list.

  • True
  • False
Answer
  • True

What are the two buckets that your post-send metrics fall into?

  • Segmented and non-segmented
  • Opened and clicked
  • Positive and negative
  • Engaged and did not engage
Answer
  • Positive and negative

What are the three levels of opt-in?

  • Opt-in, opt-out, and neutral
  • Neutral, opt-in, and confirmed opt-in
  • Opt-out, opt-in, and GDPR opt-out
  • There are only two.
Answer
  • Opt-in, opt-out, and neutral

When sending emails and setting goals, you want to go beyond checkpoints of activities for your goals. What are examples of checkpoints of activity?

  • SMART goals
  • Segmentation
  • Engagement
  • Open and click rates
Answer
  • Open and click rates

Which of the following is an example of a fundamental (s) of writing effective email copy.

  • Write for scannability.
  • Use the overall inbound tone.
  • Add preview text.
  • Have unsubscribe links.
Answer
  • Write for scannability.

What is the average width of an email?

  • 600 pixels
  • 55 pixels
  • 900 pixels
  • 400 pixels
Answer
  • 600 pixels 

True or false? Your email outline is the actual template you’ll use for every email.

  • True
  • False
Answer
  • False 

What is the definition of lead nurturing? (Type 1)

  • The process of building relationships with your prospects with the goal of earning their business when they’re ready
  • The process of building relationships with leads specifically to convert them for the first time
  • The process of developing your sales relationships
  • The process of developing your relationships through inbound service
Answer
  • The process of building relationships with your prospects with the goal of earning their business when they’re ready

True or false? Every test you run needs to have statistically significant results.

  • True
  • False
Answer
  • False

True or false? Analysis is only important in your inbound email marketing strategy.

  • True
  • False
Answer
  • False

Your email metrics are your listening device to refine and improve your marketing emails over time. What can your metrics help you track?

  • Segmentation
  • Buyer’s journey
  • Conversations across emails
  • Social interaction
Answer
  • Conversations across emails

The number of valid email addresses that accepted your company’s message is the definition of what metric?

  • Emails delivered
  • Emails sent
  • Emails suppressed
  • Emails rejected
Answer
  • Emails delivered

True or false? You want to strive for a very little drop off between the number of people you sent to and the number of people you were able to successfully deliver to.

  • True
  • False
Answer
  • True

Fill in the blank: Consistent analysis helps you discover _________.

  • trends
  • open rates
  • click rates
  • value
Answer
  • trends

What is the first question you should ask yourself when testing your marketing emails?

  • Why am I running this test?
  • What am I testing?
  • Who am I testing with?
  • How long will my test run?
Answer
  • Why am I running this test?

Which of the following is NOT a step in creating tests for your marketing emails?

  • Design your test.
  • Review and start your test.
  • Evaluate the segment of recipients you’re sending to.
  • Analyze your whole email marketing strategy performance.
Answer
  • Analyze your whole email marketing strategy performance.

True or false? The email body copy, the body design/layout, the body images, the CTA, and the email signature are all elements that can affect the open rate of your email.

  • True
  • False
Answer
  • False

Fill in the blank: ________ will give you the number for each email recipient sample size that will help yield conclusive results.

  • A significance test calculator
  • The results of your A/B test
  • The results of the pre-work of your A/B test
  • The purpose of your A/B test
Answer
  • A significance test calculator

When using a significance test calculator, what is the “margin of error” called?

  • Confidence interval
  • Confidence value
  • Confidence level
  • Confidence percentage
Answer
  • Confidence interval

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