Hubspot Email Marketing Certification Answers

Upon reviewing your company’s lead nurturing campaigns you identify that all new leads are passed directly to the sales team. Leads are only entered into lead nurturing campaigns if the sales team identifies the lead is not yet ready to purchase. What model of lead nurturing is your company currently using?

A) Lead Nurturing as a Gatekeeper
B) Traditional lead nurturing
C) Lead Nurturing as a Sales Person
D) Sales-First Lead Nurturing

When you ask your coworker what they’re working on, they respond, “I’m trying to figure out the length and complexity of our lead’s buying cycles. ” Based on their response, it’s safe to assume that they’re focused on which part of lead nurturing?

A) Figuring out how long a lead nurturing campaign should take to complete
B) Writing content for a new offer
C) Determining which buyer persona should get which lead nurturing campaign
D) None of the above

True or false? You can tell if an email is high-performing just by examining the content and layout.

True: An email that follows the best practices will be high-performing.
False: Only people who are certified can tell whether an email will be high-performing.
True: Once you tested what works for your contact database you will have no problem creating high-performing emails.
False: The only way to tell whether an email will be high-performing is after it is sent.

True or false? Government regulations in most countries reserve the right to fine your organization a significant amount of money for every email sent to contacts that have unsubscribed.


Your contact database will naturally decay over time. Which strategy would be considered an inbound approach to replenishing your database?

A) Lead generation using landing pages with helpful information and a form
B) Having your sales team add email addresses of contacts they speak with
C) Attending trade shows with the goal of gathering attendees contact information
D) Buying monthly lists of ideal customers’ email address

You recently purchased a list of trade show attendees. The list includes names, company names, and email addresses. You plan to send an email to these attendees to introduce your company. Is this considered an inbound or outbound email marketing approach?

A) Inbound
B) Outbound
C) Both A & B
D) None of the above

Email marketing is most relevant to these stages of the Inbound Methodology:

A) Close and Delight
B) Attract and Convert
C) Convert, Close, and Delight
D) Attract, Convert, and Close

Your boss has asked you to create content comparing the benefits and value of the products you offer to your direct competitor. What stage of the Buyer’s Journey would this content fall under?

A) Consideration
B) Decision
C) Awareness
D) Solution
E) Identification

The Buyer’s Journey is the:

A) The research process a buyer goes through from becoming aware of what an organization sells to their eventual departure from that company from the buyer’s perspective.
B) The research process a buyer goes through from becoming aware of a problem or opportunity to making a purchase decision from the buyer’s perspective.
C) The research process a buyer goes through from becoming aware of what an organization sells to making a purchase decision from the buyer’s perspective.
D) The research process a buyer goes through from becoming aware of what an organization sells to making a purchase decision from the marketer’s perspective.

All of these are potential ways to determine which stage of the Buyer’s Journey a contact is currently in EXCEPT:

A) The number of emails they open
B) Webinars they register/attend
C) The content they download
D) Request to be contacted

True or false? A contact’s name, company, and job title are all examples of implicit data.


Fill in the blank: The two main ways that marketers should segment their contacts are ________ and _______.

A) the buyer’s journey, buyer personas
B) location, the buying process
C) the buyer’s journey, the buying process
D) the buying process, buyer personas

All of these are examples of lifecycle lists EXCEPT:

A) Customers
B) Detractors
C) Subscribers
D) Leads

Your research team recently published a report and is eager for the marketing team to share it with contacts that would find it of interest. Karl on your team suggests you build a send list based on explicit data including job title. Kathy suggests building the list based on implicit data including previous website pages visited. Which approach will you take?

A) A combination of Karl’s and Kathy’s approaches
B) Kathy’s implicit approach
C) Neither Karl’s nor Kathy’s approach
D) Karl’s explicit approach

Why should every email you send have a plain text version sent with it?

A) Most inboxes will identify your email as spam without a plain text version.
B) They take less time to create than HTML emails.
C) Studies have shown that most readers overwhelmingly prefer plain text emails.
D) Plain text emails generally perform better.

Which of the following would be an appropriate goal for an email send?

A) To get people to register for a webinar
B) A 3-7% click rate
C) A 30% engagement rate
D) A 20% open rate

How can you make sure that readers can take action on your email, even if the images don’t show up?

A) Send an email to your contacts asking them to disable image blocking
B) You should not use images in your email
C) Make a text-based call-to-action
D) None of the above

Fill in the blank: As a general rule, _________ subject lines improve open rates.

A) Shorter
B) Vague
C) Funnier
D) Longer

You are writing an email to drive registrations to a webinar when your coworker asks you to add another call-to-action to download an ebook. How should you respond?

A) “Great. Since the ebook is on the same topic we can optimize the email for both webinar registrations and ebook downloads.”
B) “We should stick to one primary goal for this email send.”
C) “Perfect. We can get clicks from the people who aren’t interested in the webinar.”
D) “Let me read the ebook first. If it’s good then I’ll be sure to add it to the email.”

All of these are examples of information you can use for email personalization EXCEPT:

A) Location
B) Name
C) Industry
D) Call-to-action

Fill in the blank: While ______ all render content similarly, ______ display emails differently.

A) device types, operating systems
B) email clients, web browsers
C) operating systems, device types
D) web browsers, email clients

After your last email send, your manager asks you why the email she opened in Outlook looks different than the one she approved. Moving forward, how could you make sure your email renders correctly for everyone?

A) Use tables for structure and placement
B) Use HTML for structure and placement
C) Use externally referenced CSS instead of internal CSS for structure and placement
D) Use responsiveness for structure and placement

READ  Hubspot Inbound Sales Certification Answers - 2018

Your last email received great engagement from desktop users but performed poorly with mobile users. All of these would be great ways to improve mobile engagement for your next send EXCEPT:

A) Use a responsive template
B) Decrease the font size
C) Increase the size of your call-to-action
D) Use a single-column template

All of these are reasons to use the inverted pyramid to structure your content EXCEPT:

A) It improves open rates
B) It provides structure and clarity
C) It facilitates conversions
D) It limits distractions

Before sending your email, you decide to send your co-worker a test email to review. He suggests adding in line breaks, margins, and increasing the spacing between the columns of your email. Which design principle is your co-worker referring to?

A) Break space
B) Impact space
C) Positive space
D) White space

You recently sent an email to a highly-segmented list of inbound leads. Despite your segmentation efforts and high lead quality, the click-rate of the email was below your expectations. All of these would be potential ways to improve your click-rate EXCEPT:

A) Stack the content to provide structure
B) Increase the size of your logo
C) Increase use of fonts, bolding, and italics
D) Use headers and subheaders

The two components of a bounce are the ______ and the ______.

A) code, email service provider
B) email service provider,
C) code, message
D) code,


All of these are ways that you could correct a content bounce EXCEPT:

A) Make sure all of your links are legitimate
B) Add more text content to your email
C) Remove spelling errors in your email
D) Make sure that the email address is legitimate

Your sales team has recently made themselves available to conduct free consultations with qualified leads. You plan to build out a lead nurturing workflow to promote this new offer. What should the goal of the lead nurturing workflow be?

A) To get people to click on a consultation request email
B) To get people to purchase a vacation
C) To get people to sign up for a free consultation
D) To get people to respond to a free consultation email

True or false? Sales should not contact a lead until they’ve been nurtured through lead nurturing emails.


Behavioral email is so effective because it removes the _____ from the day-to-day decision to send an email.

A) subscriber
B) lead
C) customer
D) marketer

When determining which model of lead nurturing is best for your business, you should consider all of the following factors EXCEPT:

A) The business model and the length of the sales cycle
B) The volume of company employees
C) The channels in which leads are generated
D) The number of leads generated each month

Your boss wants to calculate the ROI of email marketing as a channel. All of these are required inputs for tracking the ROI of your email marketing EXCEPT:

A) Money invested in the campaign
B) The salary of the email marketer
C) The price of any stock images you use
D) Money generated in sales

When analyzing your company’s email sends for the last few months, you find that your company has been sending greymail. What is greymail?

A) emails sent to a purchased list
B) email that a contact has opted-in to receiving but never opens
C) emails blocked by your system after a contact has unsubscribed
D) when a contact continues to receive emails to a different email address after unsubscribing from your emails with their primary account

True or false? You should never email a disengaged contact again.

A) True: You should never continue sending emails to people who are not engaged.
B) False: You should run an email re-engagement campaign before suppressing them.

All of these are benefits of analyzing email marketing efforts EXCEPT:

A) You can find patterns
B) You can gather insights about your competitors
C) You can run experiments
D) You can track the direct business value of initiatives

All of these are reasons a contact would be automatically suppressed from receiving an email EXCEPT for a(n):

A) disengaged email address
B) unsubscribed email address
C) hard bounce
D) invalid email address

Fill in the blank: The decay of your contact database________:

A) can be lowered to zero through optimization and testing
B) can only minimize to 10% per year, but not lower
C) Is an indicator of friction in your email funnel
D) is primarily a deliverability issue

Your coworker recently tested two different subject lines to see how they would impact the open rate of her most recent email send. She excitedly tells you that the first subject line won the test. How should you respond?

A) “Did you make sure you sent the email to enough contacts?”
B) “Nice! Send an email to the team and let them know to use your findings on all emails going forward.”
C) “Was the confidence level of the results 99%? Otherwise, it’s not statistically significant.”
D) “It only matters if you get the same result on three different email sends.”

What is the main reason unengaged users should be ignored when running an email experiment?

A) They won’t receive the email
B) They won’t open your email
C) They won’t click on your email
D) They will skew the results

Which of the following is a testable element for click-through rate?

A) Frequency
B) Timing
C) Preview text
D) Call-to-action

You’ve decided that you want to set up an email optimization experiment. After you complete the first step, segmentation, you move on to the next three. What is the proper order for your next three steps?

A) Prioritizing experiments, identifying opportunities, designing experiments
B) Designing experiments, prioritizing experiments, identifying opportunities
C) Identifying opportunities, designing experiments, prioritizing experiments
D) Designing experiments, identifying opportunities, prioritizing experiments

True or False? You only need to optimize an email once.


When sending emails, segmenting your contact database allows you to do all of the following EXCEPT

A) Send emails to different devices
B) Send emails at the appropriate time
C) Send emails with personalized messages
D) Send emails to relevant people

Your team is falling short of a revenue goal for this quarter. Your VP of Customer Success wants to market a new services package to your customers and asks you to contact all people who have been customers for more than a year. How should you respond?

A) “How important is it for us to hit our revenue goal?”
B) “We should segment this list more. We don’t want to try and upsell unhappy customers.”
C) “As long as we use inbound and not outbound email best practices this should be fine.”
D) “I’ll have to calculate the ROI. If we lose more contacts than we would generate in additional revenue we shouldn’t send the email.”

READ  Hubspot Content Marketing Certification Answers

Fill in the blank: Implicit data refers to information _____, while explicit data refers to information_______.

A) gathered from user behavior, unintentionally shared between a contact and a company
B) intentionally shared between a contact and a company, gathered from user behavior
C) gathered from user behavior, intentionally shared between a contact and a company
D) unintentionally shared between a contact and a company, gathered from user behavior

You have been tasked with creating a list of contacts that have unsubscribed from all email communication. Should you build this list?

A) Yes, you should create it to monitor the health of your contact database.
B) Yes, you should create so you can re-engage those that have unsubscribed after a year.
C) No, it is illegal to store contacts that have unsubscribed in your database.
D) No, you should be focusing your time on subscribers, not those that have unsubscribed.

Your co-worker has created a list of all the leads who have not visited your blog in the last 90 days. What should your company do with these leads?

A) Don’t bother trying to email them again. Remove them immediately from all send lists but keep them in your database.
B) Send them an email with your top performing blog posts to try and entice them to engage.
C) Pass the list of leads over to sales so they can start calling them and selling your products/services.
D) Delete them. These leads are unengaged and probably won’t buy, so it’s not worth continuing to market to them.

The last few emails your company has sent have not performed well. Which of these would be a potential way to improve the open rate of your emails?:

A) Use words like “free” or “discount” to convey the value of your emails.
B) Shorten the subject line.
C) Remove preview text.
D) Run an A/B test on the call-to-action of your emails.

True or false? A higher open rate will result in a higher click-through rate.

A) False: A higher open rate will result in a lower click rate.
B) False: A higher open rate means more people will see your email, but they might not click.
C) True: A higher open rate means more people will see your email and click.
D) True: A higher open rate automatically means you sent your email to more engaged people who will also click.

Fill in the blanks: As the number of links in an email _______, the number of clicks ______.

A) increases, increases
B) increases, decreases
C) decreases, decreases
D) decreases, increases

True or false? Content and design are equally important in creating a great email.


Which of these email types is a notable exception to the rule that you should only have one goal per email send?

A) Newsletter email
B) Upsell email
C) Resell email
D) Retention email

True or False: Performance on previous email sends will not impact future sends:


Fill in the Blank: An email bounce is ______.

A) An email that was rejected by a recipient’s mail server.
B) An email that has been scheduled for a later send time.
C) An email that was suppressed by your Email Service Provider.
D) An email that a recipient moves to the trash without opening.

Which of these is an example of a behavioral email?

A) Sending a confirmation link with recommended reading to leads who register for a webinar
B) Creating an eBook and then emailing it to a segment of your database
C) Purchasing a list of contacts who have all taken a specific action
D) An email that asks the recipients to forward or reply to the email

Your company has created a workflow that sends a webinar invitation to all of their contacts in a specific industry. Is that invitation a behavioral email?

A) No, because it isn’t triggered by an action the contact takes.
B) Yes, because it was sent to a specific segment of contacts with a specific goal in mind.
C) No, because it doesn’t take into consideration whether the contact is a good-fit customer.
D) Yes, because it encourages the contacts to perform a specific behavior (attending a webinar).

Upon arriving to work, you see a coworker looking at their computer with a perplexed expression on their face. When you ask them what they’re working on, they respond, “I’m trying to figure out the length and complexity of our company’s buying cycle.” Based on their response, it’s safe to assume that they’re focused on which part of lead nurturing:

A) Writing content for a new offer
B) None of the above
C) Determining which buyer persona should get which lead nurturing campaign
D) Identifying the time delay between each email send

While analyzing the quarterly results of your email marketing, you find that your emails are driving steady traffic to your website, but not many people are converting on your offers. Which of the following could NOT be the cause of this drop-off between traffic and conversions.

A) Your landing pages do not function well on mobile devices
B) Your landing pages do not follow best practices
C) Poor alignment between the content of your emails and the offers on your landing pages
D) The links in your email are incorrect

While doing your monthly reporting you notice a decline in the open rate of your blog subscriber emails. You decide to run an experiment, but before you can run the test you need to formulate a hypothesis. All of these factors should be considered when creating your hypothesis EXCEPT:

A) If you will have an opportunity to repeat the test
B) If you will be able to test the hypothesis for a long enough period of time
C) If there will be enough people to engage with the experiment
D) If you will be able to prevent database decay

Why is it important to test email practices for your own business?

A) Because other people’s practices are not appropriate for your business.
B) Because people might confuse you with another company.
C) Because each business’ circumstances and needs are unique.
D) Because it’s impossible to replicate the style and content of another company’s emails.

True or false? Segmented lists perform better than unsegmented lists.

A) True – segmented lists perform better because sending an email to fewer people means fewer people can ignore it.
B) False – unsegmented lists perform better because more people will unsubscribe from an unsegmented send, which allows you to weed out bad people from your database.
C) True – segmented lists perform better because they allow you to send a more contextualized email.
D) False – unsegmented lists will perform better because it forces you to write a broader message that appeals to everyone.

Your company wants to start using a contact database to track, store and surface information about the people who interact with your business. They’ve asked you to do some research to find the best option to use. All of these should be on your checklist of required features for a good contact database EXCEPT:

READ  HubSpot Inbound Marketing Certification Exam Answer - Updated July 2017

A) A profile that records important information about each contact
B) Support for both marketing and sales activities
C) The ability to integrate with other software your company uses
D) The ability to analyze social media conversations about your company

After analyzing your most recent email send, you realize that hardly anybody opened your email. All of these factors could have impacted your open rates EXCEPT:

A) The call-to-action
B) The preview text
C) The subject line
D) The from name

 “Analysis paralysis”, or a state of overthinking that stops people from making a decision, is a psychological theory about choice which you should consider when:

A) Picking the number of calls-to-action you should have in your email
B) Deciding who to send your email from
C) Including images in an email
D) Determining the delay between email sends

Fill in the blank: ______ the density of information in an email typically ______ open rates.

A) Decreasing, improves
B) Decreasing, lowers
C) Increasing, lowers
D) Increasing, improves

In your most recent email send, you notice that the unsubscribe rate was high, but there were no spam complaints. What is the most likely explanation of what happened?

A) Your recipients were expecting the email to come from a different address
B) Your recipients did not want to hear from you
C) Your recipients did not expect to hear from you
D) Your recipients were expecting to receive a different type of content

In an effort to improve your email deliverability, you are building out a checklist that every marketer should reference before sending an email. All of these things should be added to your checklist EXCEPT:

A) Do you have explicit permission from this contact to email them?
B) Do you know what expectations this contact had when giving us their email address?
C) Do you know how this contact ranks on the deliverability/engagement matrix?
D) Do you know the original of this contact?

In the most recent monthly marketing meeting, your coworker reports that email engagement has been trending down for the last three months. Your job is to determine the next course of action. What would you recommend your company does to improve their email engagement?

A) Stop sending emails to people who don’t interact with you
B) Ask your best customer to submit an appeal to the ‘Big 3’ inbox providers
C) Pause sending emails for a month to let your sending reputation recover
D) Move your lead and customer interactions to social media instead of using email

All of these factors should influence your lead nurturing strategy EXCEPT:

A) Your business model
B) Your bounce rate
C) The number of leads you generate each month
D) The length of your buying cycle

Over the past year, your team has created content offers for all three stages of the buyer’s journey for your two buyer personas. It’s getting hard to follow up with all of the leads you are generating, so you suggest setting up lead nurturing. What is the best way to describe lead nurturing to your team?

A) Lead nurturing is the process of building relationships with prospects, with the goal of earning their business once they are ready.
B) Lead nurturing is the process of convincing people to buy your product or services.
C) Lead nurturing is the act of sending automated emails to your prospects.
D) Lead nurturing is the process of sending leads content that highlights your company’s competitive advantage with the goal of earning their business.

Your company recently created a weekly email newsletter and already has 1,000 subscribers. You want to run an experiment to improve engagement with the emails, so your coworker suggests using the PIE framework. How will the PIE framework help you optimize your newsletter?

A) It will help you set up the optimization experiment
B) It will help you analyze the success of an A/B test
C) It will help you avoid database decay
D) It will help you determine which test to run first

You’ve been working for a company for several years and have recently identified that the typical sales cycle is around nine to twelve months. With this knowledge, you’ve recently tasked your new marketing intern to create a traditional lead nurturing workflow. The workflow is set to send four emails over six days to all of the contacts in your database. How can the intern make this workflow more effective?

A) Set a measurable and actionable goal
B) Send the emails to a specific segment of your database
C) Take into consideration the length of the sales cycle compared to the frequency of the emails
D) All of the above

In the most recent monthly management meeting, your boss asks you to determine why the last email campaign didn’t drive as many registrants as previously expected. What materials should you present at the next meeting?

A) Present the data, an interpretation of what went wrong, and share an action plan for improvement
B) Present the data and an interpretation of what went wrong
C) Present the data and an interpretation of what could be improved
D) Present an action plan for improvement

Why should you add alt text to your images?

A) So email clients can ‘read’ the image
B) To comply with CAN-SPAM legislation
C) So your email still makes sense even if images are blocked
D) To add a caption to the image

Two of your coworkers are arguing about how to build a lead nurturing workflow. Coworker 1 insists that you have to start with a group of contacts and then choose a goal to nurture them toward. Coworker 2 is adamant that it’s best to start with a goal in mind and then choose a segment that would benefit from that goal. Who is right?

A) Coworker 2 – it’s always best to start with goals and find contacts who will benefit from them.
B) Neither – as long as you have a group of contacts and a measurable goal, it doesn’t matter which one you start with.
C) Neither – it’s best to start with 3 or 4 excellent emails and then identify contacts who will find them helpful.
D) Coworker 1 – it’s always best to start with contacts and develop goals for them.

True or false? Once someone becomes a customer you should not email them anymore.

A) True
B) False

Which of the following is an email software feature that is critical to a successful inbound approach?

A) Email templates
B) Multivariate testing
C) A contact database
D) Social media sharing

True or false: Email deliverability measures the success in which an email gets into subscribers’ inbox.

A) True
B) False

Related Posts

About The Author