Email 101

First things first, here’s what to expect. This 10-question quiz will delve into general deliverability issues. All questions are multiple choice and there’s no essay portion, so you can breathe a sigh of relief. At the end of the quiz, you’ll get a score and we’ll suggest some recommended reading. Ready to go? Sharpen those #2 pencils…

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1. Which metric measures your deliverability?

A

Your deliverability rate
B

Your delivered rate
C

Your inbox placement rate
D

Your non-bounce rate

2. What is the best method to determine whether your email is delivered to the spam folder?

A

Using seed addresses measure where emails landed.
B

Using a sample of real subscribers’ inboxes to measure where emails landed.
C

Using Indirect measurements like opens or clicks to measure where emails landed.
D

Using a combination of seed lists and real subscribers’ inboxes to measure where emails landed.

3. You notice your inbox placement has dropped significantly. You:

A

Assume it’s an anomaly and ignore it.
B

Resend the email from another IP address.
C

Check your deliverability monitoring tools to see if your mail was missing or sent to spam.
D

Call the mailbox providers to let them know your email was misdelivered to the spam folder.

4. Mailbox providers filter messages based on:

A

Personal vendettas
B

Random filtering
C

The identity and reputation of the sender and subscriber engagement
D

All of the above

5. What’s the best way to resolve an increase in complaint rate?

A

Send subscribers more emails to remind them how great your emails are.
B

Identify anyone who complains from your list via feedback loops.
C

Send all your subscribers discounts to make them happy.
D

Refrain from sending to the complainers until they calm down, them slowly start sending to them again.

6. What type of email message is most commonly filtered to the spam folder?

A

Only phishing messages
B

Messages that subscribers did not opt in to
C

Any message that mailbox provider filters conclude is unwanted or illegitimate
D

None of the above

7. Of the following options, which is the best way to acquire new emails for your program?

A

Promote your email program on your website
B

Purchase a list
C

Rent a list
D

Borrow the list of a brand you partner with

8. The best way to evaluate the effectiveness of your email program is to:

A

Compare your current metrics against past metrics
B

Compare your current metrics to industry benchmarks
C

Compare your current metrics against past metrics, industry benchmarks, and your competitors
D

A and B

9. The best way to improve your deliverability is to:

A

Find ways to increase subscriber engagement
B

Develop and maintain a high sender reputation
C

Apply for industry whitelists
D

All of the above

10. Your most recent campaign failed. You:

A

Blame the the subject line.
B

Figure you must have sent it too late in the day.
C

Check all of your metrics to identify where the failure occurred.
D

Check your complaint rate to see if subscribers are dissatisfied with your program.

Congratulations! You’ve made the email honor roll.

You have a strong understanding of email marketing fundamentals. Your solid knowledge base enables you to optimize your email program and drive ROI for your brand. Check out some of the following resources to help you further expand your email knowledge.

Guide
50+ Ways to Grow Your Email List
Research
The Hidden Metrics of Email Deliverability
Webinar
All About Gmail Webinar

You’ve got a few gaps in your email knowledge.

A strong foundational understanding of email is important for every marketer. By knowing how email works and what it is capable of, you can build a strong successful, email program that helps boost your brand and increase revenue. Restart your education with these helpful resources.

Guide
Secrets of Best in Class Email Senders
Guide
Email Reputation Metrics Troubleshooter
Webinar
Stemming the Fall of Email Deliverability Webinar