Email Marketing Ultimate 2 — Questions and Answers
Question 1: What does the term 'email deliverability' primarily refer to?
- The speed at which emails are sent
- The ability of an email to reach the recipient's inbox rather than spam (Correct answer)
- The formatting quality of an email
- The number of emails sent per campaign
Correct answer: The ability of an email to reach the recipient's inbox rather than spam
Email deliverability measures how successfully emails land in the inbox versus being filtered as spam or bouncing.
Question 2: Which authentication protocol uses a public/private key pair to digitally sign outgoing emails?
- SPF
- DMARC
- DKIM (Correct answer)
- TLS
Correct answer: DKIM
DKIM (DomainKeys Identified Mail) uses cryptographic signatures to verify that an email was sent from an authorized server for the domain.
Question 3: A 'sunset policy' in email marketing is used to:
- Schedule emails for the end of the day
- Remove inactive subscribers after a defined period (Correct answer)
- Reduce email frequency during summer months
- Archive old campaign data
Correct answer: Remove inactive subscribers after a defined period
A sunset policy systematically removes or suppresses subscribers who haven't engaged within a set timeframe to protect list health and sender reputation.
Question 4: What is a 'seed list' in the context of email deliverability testing?
- A list of new subscribers acquired via referral
- A set of test email addresses across various ISPs used to check inbox placement (Correct answer)
- A list of domain keywords for subject line optimization
- A curated list of high-value customers
Correct answer: A set of test email addresses across various ISPs used to check inbox placement
A seed list contains test addresses at multiple email providers so marketers can verify where emails land (inbox, spam, promotions tab) before a full send.
Question 5: Which metric best indicates whether your email subject lines are compelling?
- Click-to-open rate (CTOR)
- Unsubscribe rate
- Open rate (Correct answer)
- Bounce rate
Correct answer: Open rate
Open rate directly reflects whether recipients found the subject line (and preview text) compelling enough to open the email.
Question 6: What is the purpose of a 'suppression list' in email marketing?
- To prioritize VIP subscribers for early sends
- To block emails from being sent to opted-out or bounced addresses (Correct answer)
- To limit the number of daily emails per campaign
- To filter spam complaints before they reach the ISP
Correct answer: To block emails from being sent to opted-out or bounced addresses
A suppression list ensures you never email addresses that have unsubscribed, hard-bounced, or marked your emails as spam, protecting compliance and reputation.
Question 7: In email marketing, what does 'list hygiene' involve?
- Encrypting subscriber data for GDPR compliance
- Regularly cleaning your list by removing invalid, inactive, or duplicate addresses (Correct answer)
- Formatting email HTML to meet ISP standards
- Segmenting subscribers by purchase history
Correct answer: Regularly cleaning your list by removing invalid, inactive, or duplicate addresses
List hygiene is the ongoing process of removing bad addresses, duplicates, and disengaged contacts to maintain deliverability and campaign performance.
Email Marketing Ultimate 2
What does the term 'email deliverability' primarily refer to?