
COURSE 4 – THINK OUTSIDE THE INBOX: EMAIL MARKETING QUIZ ANSWERS
Week 2: Types of Email Marketing
Google Digital Marketing & E-commerce Professional Certificate
Complete Coursera Study Guide
Enroll in Coursera Google Digital Marketing & E-commerce Certificate
Types of Email Marketing INTRODUCTION
This Coursera course, part of the Google Digital Marketing & E-commerce Professional Certificate program, is designed to help you understand the types and techniques of email marketing. You will be given an in-depth analysis of the most common types of email marketing, such as acquisition emails, welcome emails, newsletters, promotional emails, and retention emails.
We will focus on how to craft catchy email copy to draw customers’ attention, along with sample subject lines and preview text for your marketing emails. By the end of this Coursera course, you should better understand when and why each type of marketing email is used so that you can communicate effectively with your customer base.
Learning Objectives
- Identify common categories of marketing emails.
- Write effective preview text and subject lines using best practices.
Test your knowledge: Types of emails
1. Fill in the blank: In email marketing campaigns, _____ are sent to gain new customers.
- attainment emails
- investment emails
- survey emails
- acquisition emails (Correct)
Correct: In email marketing campaigns, acquisition emails are sent to gain new customers. They are part of the awareness section of the marketing funnel and are important to the growth of a company.
2. Which of the following are important to include in an acquisition email? Select all that apply.
- New or educational information (Correct)
- Downloadable guides, product catalogs, PDFs, or free trials (Correct)
- A glimpse into what the product or service will give customers (Correct)
- A customer satisfaction survey
Correct: There are several important things to include in an acquisition email. These can include downloadable guides, product catalogs, PDFs, free trials, or a glimpse into what the product or service will give customers. Acquisition emails can also share new or educational information with customers.
3. In email marketing campaigns, what type of emails are sent out to brand new customers or subscribers?
- Customer emails
- Welcome emails (Correct)
- Acquisition emails
- Closing emails
Correct: In email marketing campaigns, welcome emails are sent out to brand new customers or subscribers. They serve as a virtual first impression a company makes with an email recipient.
4. Which of the following are important to include in a welcome email? Select all that apply.
- A conversational and inviting tone (Correct)
- A call to action (Correct)
- A brief summary that tells customers the story of the brand (Correct)
- Mentions of trending topics, pop culture, or current events
Correct: A welcome email should be written in a conversational and inviting tone. It is also important to include a brief summary that tells customers the story of the brand, and a call to action.
5. Acquisition emails are primarily part of which marketing funnel stage?
- Loyalty
- Conversion
- Consideration
- Awareness (Correct)
Correct: One way to grow acquisition emails is by providing your potential customer a resource before they even know they want it. Examples of these resources are downloadable guides, product catalogs, or free trials.
6. Welcome emails typically happen during what email marketing stage?
- Consideration (Correct)
- Awareness
- Conversion
- Loyalty
Correct: Remember, consideration is when potential customers have already elected to subscribe to marketing emails. They are seeking more information about a product or service.
TEST YOUR KNOWLEDGE: NEWSLETTERS AND PROMOTIONAL EMAILS
1. Fill in the blank: In email marketing, _____ are regularly sent out to subscribers and are used to tell stories or update them on any relevant offers or anecdotes from within a company.
- Newsletters (Correct)
- annuals
- bi-annuals
- throwaways
Correct: Newsletters are regularly sent out to subscribers and used to tell stories or update them on any relevant offers or anecdotes from within a company.
2. What type of communications are sent out to inform a company’s subscribers of new or existing products or services?
- Newsletters
- Welcome emails
- Promotional emails (Correct)
- Acquisition emails
Correct: Promotional emails are specifically sent out to inform a company’s subscribers of new or existing products or services.
3. Which of the following are potential benefits of sending out newsletters? Select all that apply.
- Informing and educating customers (Correct)
- Providing a virtual first impression
- Creating lasting relationships with customers (Correct)
- Advertising a product or service (Correct)
Correct: Creating lasting relationships with customers, advertising a product or service, and informing and educating customers are all potential benefits of sending out newsletters.
4. Which of the following are goals for promotional emails? Select all that apply.
- Welcoming new customers
- Creating new or repeat customers (Correct)
- Encouraging subscribers to take some kind of action (Correct)
- Speeding up the buying process (Correct)
Correct: Speeding up the buying process, encouraging subscribers to take some kind of action, and creating new or repeat customers are all goals for promotional emails.
5. Which of the following are important to include in the preview text of a newsletter? Select all that apply.
- Keep preview text between 35-50 characters so subscribers can read it quickly (Correct)
- Align preview text with the text in the subject line (Correct)
- Break up blocks of text with white space
- Include the most important piece of information from the email body (Correct)
6. What are goals for promotional emails? Select three.
- Encourage subscribers to take some kind of action (Correct)
- Introduce subscribers to the brand
- Create new or repeat customers (Correct)
- Speed up the buying process (Correct)
Correct: Promotional emails may push potential customers to make a purchase. Other goals are to encourage subscribers to take some kind of action and to create new or repeat customers.
7. Newsletter emails are sent during which marketing funnel stages? Select three.
- Consideration (Correct)
- Awareness
- Conversion
- Loyalty
Correct: The loyalty stage is when readers keep coming back for more products and content. Newsletter emails are also sent during the consideration and conversion funnel stages.
TEST YOUR KNOWLEDGE: RETENTION EMAILS
1. Fill in the blank: An email sent to a current customer with the intent of keeping them as a customer is called a _____.
- welcome email
- promotional email
- retention email (Correct)
- acquisition email
Correct: An email sent to a current customer with the intent of keeping them as a customer is called a retention email.
2. Which of the following should be included in a retention email? Select all that apply.
- Personalization (Correct)
- Empathetic and inviting language (Correct)
- Expiring promotional discount
- A call to action (Correct)
Correct: The goal of a retention email is to keep a current customer. To help do that, personalized, empathetic, and inviting language, and a call to action should all be included in a retention email.
3. Fill in the blank: _____ is the practice of categorizing contacts by a predefined set of identifiers, so that each email feels relevant to every subscriber.
- Call to action
- Investment
- Segmentation (Correct)
- Acquisition
Correct: Segmentation is the practice of categorizing contacts by a predefined set of identifiers, so that each email feels relevant to every subscriber.
4. Which of the following are effective ways to get feedback from subscribers about email frequency in order to prevent them from unsubscribing? Select all that apply.
- Include a quick survey asking how often subscribers want to receive emails (Correct)
- Continue sending daily emails until receiving an unsubscribe request
- Send a welcome email right when a subscriber signs up, asking them for feedback (Correct)
- Ask for feedback only after a customer unsubscribes, then send daily subscription requests until they
- resubscribe
Correct: Including a quick survey asking how often subscribers want to receive emails is an effective way to get feedback from subscribers and can help prevent them from unsubscribing. Sending a welcome email right when a subscriber signs up, asking them for feedback is also effective.
5. Which marketing funnel stage are retention emails typically sent?
- Loyalty (Correct)
- Awareness
- Consideration
- Conversion
Correct: Retention emails are all about timing. When sent at the right time, they can be incredibly effective. If you commit to sending them, you can keep more of your customers coming back again and again.
Google Digital Marketing & E-commerce Professional Certificate
Liking our content? Then don’t forget to ad us to your bookmarks so you can find us easily!
Weekly Breakdown | Google Study Guides | Back to Top
THINK OUTSIDE THE INBOX: EMAIL MARKETING WEEKLY CHALLENGE 2
1. Which of the following are common types of email marketing? Select all that apply.
- Acquisition emails (Correct)
- Newsletters (Correct)
- Company event emails
- Retention emails (Correct)
2. Imagine that a cosmetics company shares an interactive email inviting potential new customers to match products to suit their own skincare needs. What is this an example of?
- Educational email
- Acquisition email (Correct)
- Discount code
- External resource
3. Which of the following marketing emails serve as a virtual first impression a company makes with a customer?
- Newsletter
- Promotional email
- Retention email
- Welcome email (Correct)
4. Which of the following are reasons a company might want to send a newsletter? Select all that apply.
- To share external resources, like articles that might be relevant or interesting to customers (Correct)
- To introduce a new update from the company that subscribers would want to know about (Correct)
- To remind a customer to purchase something they left in their cart
- To announce the launch of a new product or service (Correct)
5. Fill in the blank: A grocery store delivery app that sends an email with a code for free delivery is an example of a _____.
- feedback email
- brand email
- service email
- promotional email (Correct)
6. Imagine a company’s customers frequently leave items in their cart. What could the company do to encourage a customer to purchase the items they’ve left behind?
- Send the customer a cart abandonment email. (Correct)
- Send the customer a welcome email.
- Provide the customer with information about a new product.
- Send the customer a happy birthday message.
7. What type of follow-up email does a company send after a customer makes a purchase asking for feedback on that customers’ shopping experience?
- Newsletter
- Retention email (Correct)
- Welcome email
- Internal email
8. Promotional emails, retention emails, and newsletters all fall into which marketing funnel stage?
- Consideration
- Conversion
- Loyalty (Correct)
- Awareness
9. Fill in the blank: The text in the main content of an email is called email _____.
- script
- hashtag
- body (Correct)
- tweet
10. Fill in the blank: A subtle button in a welcome email that says “Get Started” is an example of _____.
- an email body
- a call to action (Correct)
- a virtual first impression
- a newsletter
11. Fill in the blank: Acquisition emails and newsletters are both examples of _____.
- brand voice
- email marketing (Correct)
- brand sentiment
- key performance indicators (KPIs)
12. Which of the following are effective ways to use a welcome email? Select all that apply.
- Share external resources, like articles that might be relevant or interesting to customers.
- Encourage customers who have downloaded an app to use the app for the first time. (Correct)
- Thank first time subscribers or customers who have purchased a product. (Correct)
- Encourage customers to buy a product by including a discount code. (Correct)
13. Fill in the blank: A wellness company includes external resources, like articles featuring anxiety-reducing breathing exercises, in a _____.
- Newsletter (Correct)
- promotional email
- feedback email
- cart abandonment email
14. What is the purpose of sending a cart abandonment email to a customer?
- Provide the customer with information about a new product
- Enroll the customer in the company newsletter
- Encourage the customer to purchase the item they left behind (Correct)
- Share external articles about relevant and interesting information
15. Which of the following is an example of a retention email? Select all that apply.
- Providing customers with some new or educational information
- Sending a follow-up email after a customer makes a purchase asking for feedback (Correct)
- Offering a glimpse into what a product or service will give customers (Correct)
- Sending a special offer to customers who are not engaging with newsletters or promotional emails (Correct)
16. Which of the following are examples of content you would likely find in an email for a furniture company’s marketing campaign? Select all that apply.
- A collection of pictures of the company picnic attached to an employee email.
- An email asking a customer “How was shopping with us?” with a scale from 1 to 10 for customers to rate the experience. (Correct)
- The subject line “Discount Code For 20% Off Inside!” for a new promotion on desks. (Correct)
- The headline “For The Remote Worker” along with an image of an office chair and a link to a landing page where customers can purchase the chair. (Correct)
17. What type of email should a new company send out as a marketing strategy to gain new customers?
- Newsletter
- Acquisition email (Correct)
- Retention email
- Cart abandonment email
18. Which of the following are reasons a company might want to send a promotional email? Select all that apply.
- To celebrate a customer’s birthday by offering 10% off their next order (Correct)
- To thank customers for downloading their app
- To offer free, downloadable content for a holiday (Correct)
- To announce the launch of a new product or service (Correct)
19. Fill in the blank: Sending a special offer to customers who are not engaging with a company’s newsletters is an example of a _____.
- cart abandonment email
- retention email (Correct)
- promotional email
- welcome email
20. Which of the following types of email fall into the consideration bucket of the marketing funnel? Select all that apply.
- Promotional emails (Correct)
- Newsletters (Correct)
- Retention emails
- Welcome emails
21. which of the following are effective ways to use an acquisition email? select all that apply.
- Thank first time subscribers or customers who have purchased a product (Correct)
- Offer items like downloadable guides, product catalogs, PDFs, or free trials (Correct)
- Demonstrate to customers the value of a product or service
- Offer a quick overview of what a product or service will provide (Correct)
22. Which of the following marketing emails should include mentions of trending topics, pop culture, or current events?
- Acquisition email (Correct)
- Retention email
- Feedback email
- Newsletter
23. Which of the following types of email fall into the loyalty bucket of the marketing funnel? Select all that apply.
- Acquisition emails
- Promotional emails (Correct)
- Retention emails
- Newsletters (Correct)
24. Which of the following describes the relationship between an acquisition email and a welcome email?
- Acquisition emails are sent to acquire new customers. Welcome emails including news and informational content relevant to the company are then sent out regularly.
- Acquisition emails are sent to acquire new customers. Welcome emails are then sent out to those new customers. (Correct)
- Welcome emails are sent to acquire new customers. Acquisition emails are then sent out to those new customers.
- Welcome emails are sent to acquire new customers. Acquisition emails including news and informational content relevant to the company are then sent out regularly.
25. What type of follow-up email can a company send to a customer who selects a product but does not purchase it?
- Acquisition email
- Promotional email
- Cart abandonment email (CORRECT)
- Feedback email
Correct: Correct
26. Which of the following types of marketing emails fall into both the consideration and loyalty bucket of the marketing funnel?
- Retention emails
- Newsletters
- Welcome emails
- Promotional emails (CORRECT)
Correct: Correct
27. Which of the following is an example of email copy? Select all that apply.
- Raw data about how customers feel about a brand
- Images and product descriptions (CORRECT)
- A call to action (CORRECT)
- A brief summary that tells customers the story of the brand (CORRECT)
Correct: Correct
Correct: Correct
Correct: Correct
28. Which of the following marketing emails should include a call to action? Select all that apply.
- Internal email
- Retention email (CORRECT)
- Welcome email (CORRECT)
- Acquisition email (CORRECT)
Correct: Correct
Correct: Correct
Correct: Correct
29. Fill in the blank: A _____ is a concise instruction included in a promotional email that tells the customer what to do next.
- call to action (CORRECT)
- key performance indicator (KPI)
- return on investment
- final value
Correct: Correct
Types of Email Marketing INTRODUCTION
By the end of this blog post, you should have a good understanding of the different types of marketing emails and how to write catchy email copy. This is just a small slice of what you’ll learn in our Email Marketing course on Coursera.
In this course, you’ll explore how to create an email marketing plan, design effective emails, and measure your results. You’ll also get practical tips for handling subscribers who unsubscribe and building an engaged subscriber list over time. Join us on Coursera today to learn more about email marketing!
Subscribe to our site
Get new content delivered directly to your inbox.
Quiztudy Top Courses
Popular in Coursera
- Meta Marketing Analytics Professional Certificate.
- Google Digital Marketing & E-commerce Professional Certificate.
- Google UX Design Professional Certificate.
- Meta Social Media Marketing Professional Certificate
- Google Project Management Professional Certificate
- Meta Front-End Developer Professional Certificate
Liking our content? Then, don’t forget to ad us to your BOOKMARKS so you can find us easily!