Email Copy Email Copy 2 — Questions and Answers
Question 1: What is the primary purpose of a preheader in a marketing email?
- To replace the subject line
- To provide preview text that supplements the subject line (Correct answer)
- To display the sender's name
- To show the unsubscribe link
Correct answer: To provide preview text that supplements the subject line
The preheader appears after the subject line in inbox previews and gives readers a second reason to open the email.
Question 2: Which email copywriting technique involves starting with the reader's problem before presenting the solution?
- FAB (Features, Advantages, Benefits)
- PAS (Problem, Agitate, Solution) (Correct answer)
- AIDA (Attention, Interest, Desire, Action)
- BAB (Before, After, Bridge)
Correct answer: PAS (Problem, Agitate, Solution)
PAS opens by naming the pain point, intensifies it to create urgency, then introduces the solution as relief.
Question 3: Why should email copy generally avoid using the word 'free' in the subject line?
- It confuses readers about pricing
- Spam filters often flag it, reducing deliverability (Correct answer)
- It makes the email too long
- It is considered legally misleading
Correct answer: Spam filters often flag it, reducing deliverability
Spam filters frequently penalize subject lines containing 'free,' which can send emails straight to the spam folder.
Question 4: What does 'segmentation' mean in the context of email marketing copy?
- Splitting the email into visual sections
- Dividing your list into groups for targeted messaging (Correct answer)
- Using multiple calls to action in one email
- Breaking long paragraphs into shorter ones
Correct answer: Dividing your list into groups for targeted messaging
Segmentation groups subscribers by behavior, demographics, or interests so copy can be tailored for maximum relevance.
Question 5: Which metric best measures how compelling your email subject line is?
- Click-through rate (CTR)
- Conversion rate
- Open rate (Correct answer)
- Bounce rate
Correct answer: Open rate
Open rate reflects how many recipients chose to open the email, which is directly driven by the subject line's appeal.
Question 6: In email copy, what is a 'false close'?
- An email that never reaches the recipient
- A technique where you act as if the sale is already decided, then reopen with an offer (Correct answer)
- A subject line that doesn't match the email body
- A CTA button that leads to a 404 page
Correct answer: A technique where you act as if the sale is already decided, then reopen with an offer
A false close assumes the reader is ready to buy, then pivots to reduce objections or sweeten the deal, driving action.
Question 7: What is the recommended maximum number of calls to action (CTAs) in a single promotional email?
- Five or more to maximize chances
- One primary CTA, with a secondary at most (Correct answer)
- One per paragraph
- No limit—the more the better
Correct answer: One primary CTA, with a secondary at most
Too many CTAs create decision fatigue; one primary CTA keeps focus and drives higher click-through rates.
Email Copy Email Copy 2
What is the primary purpose of a preheader in a marketing email?