Think Outside the Inbox: Email Marketing Weekly Challenge 1

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

Week 1: Introduction to Think Outside the Inbox: Email Marketing

Google Digital Marketing & E-commerce Professional Certificate

Complete Coursera Study Guide

Introduction to Think Outside the Inbox: Email Marketing INTRODUCTION

In Coursera’s Introduction to Think Outside the Inbox: Email Marketing course, you’ll explore the benefits and challenges of email marketing as part of the Google Digital Marketing & E-commerce Professional Certificate. Using the PESTLE and SWOT frameworks, you’ll learn how to use email campaigns to meet business objectives. Once these goals are established, you’ll get valuable insight into best practices in email marketing and how they can be applied effectively. By the end of week 1, you will better understand how email marketing works and its importance in achieving successful business results.

Take Coursera’s Introduction to Think Outside the Inbox: Email Marketing course and become a master of email marketing techniques. You’ll be able to craft effective strategies that will help you reach your goals in no time!

Learning Objectives

  • Understand how email marketing fits into a digital marketing strategy.
  • Apply SMART, SWOT and PESTLE frameworks to set email marketing goals.
  • Employ SMART and PESTLE audits to build an email marketing strategy.
  • Describe email marketing best practices.

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 is the process of sending messages to a list of existing subscribers to share information, drive sales, or create community. It is an effective tool for promoting services, products, goods, and stories.

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: The lifespan of email, the insights gained from email, and the number of email users are all factors that make email marketing effective.

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 audit examines the internal context of a brand, such as the team and its resources. A PESTLE audit examines the external context of a brand, including factors that may affect the marketing strategy. Marketers typically perform both PESTLE and SWOT audits while establishing campaign strategies.

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

  • consumer
  • brand
  • SMART (Correct)
  • marketing

Correct: A SMART goal is specific, measurable, attainable, relevant, and time bound.

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: It is important for a marketing goal to have a deadline because without one, there is no real way to know if a goal is making progress at a good pace.

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: Marketers use ROI to evaluate the efficiency of an investment. If there is a high ROI, it is likely the campaign made a lot more money than it spent, and the campaign was effective.

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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

Introduction to Think Outside the Inbox: Email Marketing conclusion

Now that you know the basics of email marketing, it’s time to set some goals. By understanding your company’s current situation using PESTLE and SWOT analysis, you can set SMART goals for your email marketing campaign.

And finally, by learning best practices in email marketing, you can be sure to start your campaign off on the right foot. Join us in Coursera today to learn more about how to market effectively via email and other channels!