Questions

 

Classify each of the following examples as either a simple or complex segment.

 

• Contacts who live in Arizona – Simple
• VIP contacts who are given special privileges – Complex
• Subscribers added after the last campaign was sent – Complex
• Longstanding subscribers who have never made a purchase – Complex
• Contacts with a 3-star contact rating – Simple
• Contacts who are interested in water sports and work in accounting – Simple

 

 

Liam is interested in learning more about his customers’ behavior during the analysis of his recent campaign where he added a lot more copy and images than he used to. He wants specifically to see how people are interacting with the email content. What tool would help him most?

 

• Sender Reputation
• Omnivore
• Click Map
• Subject Line Preview

 

 

Liam notices that a lot of younger customers aren’t opening his emails. As a result, he wants to focus more on improving his open rates. As he builds his email, he should spend more time on the elements that will contribute to an open rate. What two email elements should he focus on most?

 

• Frequency & Timing
• Calls to Action
• Message Structure
• Content, Copy, and Images
• Subject Line & Preview Text

 

 

Liam wants to test the effectiveness of two different emails to improve his emails geared towards a younger audience. He only has a smaller sized audience for this, so will need to consider how he tests. Liam recommends testing with the first 15% of his audience, and then using the results to decide the email that is sent to the remaining 85%.

 

• True

 

• False

 

 

Liam sends an email campaign to repeat customers and finds great email engagement but no resulting purchases. Using this information, what could be effective options to incentivize customers to make purchases when sending similar campaigns in the future?

 

• Enclose an offer for limited time free shipping
• Send a thank you and invitation to preview a sale to those who opened the email
• Send a personalized campaign offering for new purchases based on past purchase history
• Send a survey asking these customers about what they like and dislike about their online shopping experience

 

 

Liam’s interest in growing sales from his younger customer segment prompts him to think about gathering more data from this audience. In a survey to existing subscribers he includes additional drop-down questions about how often they wear ties and what age range they are in. This type of data source can be described as a/an:

 

• Group
• Segment
• Audience field
• Integration