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Knowledge test

Test your email marketing knowledge!

1. What is the opt-in principle?


A.	the recipient of an email message has explicitly given his permission to send this email
B.	the sender of the email message has to assure in his email communication that it is not spam and links to a privacy policy
C.	in every email, a possibility to unsubscribe from the mailing list has to be included

2. When renting an opt-in database with personal addresses from a third party


A.	you always receive the database and send the email out yourself
B.	you can choose between receiving the database and full broadcast handling by the third party
C.	the third party always handles the full broadcasting process

3. What are False Positives?


A.	email messages that could not be received because of a temporary failure at the recipient's side, but that should get through in a next attempt
B.	email messages that were incorrectly identified as spam by a spam filter
C.	artificially high email open rates because different people opened the same email more than once

4. After an email campaign, it is advised to immediately remove


A.	all unsubscribes, soft bounces and hard bounces
B.	all unsubscribes and soft bounces
C.	all unsubscribes and hard bounces

5. If I want to send a document to a list of people, it is best to


A.	shrink the document weight (Kb) to the smallest size possible and attach it to the email
B.	shrink the document weight (Kb) to the smallest size possible, put it somewhere on-line and link to it from within my email
C.	copy all content from the document into the body of the email

6. The 'sniffing' or 'sensing' technique means that


A.	both a text and HTML version of the email are broadcasted in one email. Upon arrival at the recipient, it will be automatically detected which version has to be delivered.
B.	off-line direct marketing techniques are used for building lists of email addresses
C.	a special code is inserted into every email to measure the recipient's behaviour

7. When sending out an email


A.	the laws of the recipient's country apply
B.	the laws of the sender's country apply
C.	the laws that are most strict of both recipient's and sender's country apply

8. The best time to send out a B2B email is


A.	the weekend, because all recipients will read the email at around the same time on monday morning
B.	on friday afternoon, because people tend to be more open to your message just before the weekend
C.	on business days when the recipient is most likely to receive the email when he's at his computer

9. If you want to capture a person's details it is best to


A.	ask for as much information as possible while you have his attention
B.	gather only the information needed to perform the task for which you needed the information
C.	gather the information needed to perform the task, as well as some basic marketing information

10. If I want to send out an existing (printed) brochure via email, preferably


A.	create a digital copy of the brochure (eg pdf) and make it available from within the email
B.	rewrite the content of the brochure so it is shorter and send it via email
C.	create a small website with the content of the brochure rewritten for the web, and send out an email to draw recipients to that website

11. True or false?		True	False

A.	Unique opened rate minus unique click-through rate equals the unique bounce rate
B.	Double opt-in is more strict than confirmed opt-in
C.	Putting sentences in my email body in all capitals increases the possibility that my email will be regarded as spam
D.	Offering multiple ways to respond to your email (eg fax, phone) confuses the recipient. It is better to use only one communication channel.
E.	When using the sniffing technique, the text and HTML message always have to be identical
F.	Spam is not a real issue for the sender of emails, but rather for the recipient
G.	Any email address that is on a public website can always be used freely for email marketing purposes.
H.	Email addresses collected via viral marketing (refer-a-friend) in an email to an opted-in recipient are also automatically opted in.
I.	HTML emails will not be displayed identically to all recipients
J.	Click-through from a plain text email can be measured