1. Fill in the blank: _____ are quantifiable measurements used to track and assess a business objective.
- Data
- Metrics
- Standards
- Rates
2. Why are KPIs metrics, but not all metrics are KPIs?
- Because there may be more KPIs than metrics available
- Because KPIs can be more costly than metrics
- Because management or the stakeholders may change the KPIs mid-campaign
- Because it depends which metrics are important to the email campaign’s success
3. Which metric do you use for the following calculation: number of people who open the email/ number of people who received the email?
- Forward rate
- Click-to-open rate
- Open rate
- Unsubscribe rate
4. As an email marketer, you are determining how many people clicked on one or more links in an email. Which calculation should you use?
- Number of unique opens / total clicks
- Total clicks / number of unique opens
- Number of total opens / total clicks
- Total clicks / number of unique clicks
5. What is the term for the percentage of emails sent that could not be delivered to the recipient’s inbox?
- Email bounce rate
- Email denied rate
- Email complaint rate
- Email spam rate
6. As a digital marketer, you are determining the purchase conversion rate for an email send. You sent the email to 32,967 recipients. 9,745 opened the email. 2,411 clicked on the ad link. 403 made a purchase. What is the conversion rate calculation for the email send?
- 403 / 2,411
- 403 / 9,745
- 32,967 / 403
- 2,411 / 403
7. As a digital marketer, you are calculating the return on investment (ROI) on an email send. The total revenue was $21,648 USD. The total cost was $867 USD. What is the calculation for ROI?
- ($21,648 / $867) x 100
- ($867 x 100) / $21,648
- ($21,648 x $867) / 100
- ($867 / $21,648) x 100
8. What is the calculation for the list growth rate metric?
- [(new subscribers – unsubscribes) / total number of email addresses] x 100
- [(unsubscribes – new subscribers) / total number of email addresses] x 100
- [(total number of email addresses – unsubscribes) / new subscribers] x 100
- [(total number of email addresses – new subscribers) / unsubscribes] x 100
9. Which of the following are recommendations for the email marketing report? Select all that apply.
- Include jargon and technical language to display expertise.
- Exclude mentioning areas for improvement to keep the presentation positive.
- Make the presentation more visual with graphs and charts.
- Include a collection of KPIs that represent the campaign’s progress.
10. When giving a presentation on email marketing metrics, you create a formal and structured presentation for your external client. The external client is not familiar with the metrics, so you include few abbreviations and avoid jargon. Which tip for presenting does this represent?
- Allow for pauses.
- Be concise.
- Know your audience.
- Speak clearly and slowly.
11. A digital marketer creates an email marketing report. They analyze different metrics, data, and the relationship between them. Which of the following refers to metrics and data?
- Metrics are data without additional context
- Data are metrics with additional context
- Metrics are data with additional context
- Metrics and data are the same concept
12. Fill in the blank: _____ are the metrics you prioritize to determine your email marketing campaign success.
- Insights
- KPIs
- Reports
- Data
13. A marketer divides the number of total clicks by the number of unique opens. What email marketing metric does this calculation determine?
- Conversion rate
- Subscribe rate
- Click-to-open rate
- Open rate
14. As a digital marketer, you regularly check your email list and remove any inactive emails. What does this practice help with?
- Reducing the complaint rate
- Selling more products
- Gaining new subscribers
- Avoiding a high bounce rate
15. A marketer creates an email marketing campaign for a new product launch. They send an email to 40,700 people. 9,541 opened the email. 8,552 clicked on the ad link. 3,021 made a purchase. The marketer needs to know the percentage of email recipients who took the desired action. How should they calculate the conversion rate?
- 3,021 / 9,541 (number of conversions / number of opens)
- 40,700 / 3,021 (number of recipients / number of conversions)
- 8,552 / 3,021 (ad clicks / number of conversions)
- 3,021 / 8,552 (number of conversions / ad clicks)
16. As an email marketer, you determine whether your efforts are increasing sales dollars. How would you calculate the return on investment (ROI)?
- (total revenue / total spent) x 100
- (total spent x 100) / (total revenue)
- (total spent / total revenue) x 100
- (total revenue x total spent) / (100)
17. A digital marketer calculates their email list growth rate for the holiday season. The list gained 2,523 new subscribers. It had 190 unsubscribes. The list total is 81,731 subscribers.
How do they calculate the list growth rate?
- [(2,523 – 190) / 81,731] x 100
- [(190 – 2,523) / 81,731] x 100
- [(81,731 – 2,523) / 190] x 100
- [(81,731 – 190) / 2,523] x 100
18. As a marketer, you include KPIs representing a campaign’s progress and use graphs to communicate information visually. When is this approach particularly important?
- When requesting an increase in budget for an email marketing campaign
- When presenting information about an email marketing campaign’s progress
- When assessing campaign success levels for an email marketing campaign
- When sharing unsuccessful results about an email marketing campaign’s progress
19. A digital marketer creates a presentation for stakeholders. Before the presentation, they consider the audience and gather some information about them before the presentation. How will knowing their audience help them deliver an engaging presentation?
- It determines when they should transition between sections in the presentation.
- It allows them to adjust the tone and content to suit the audience.
- It makes it easier to maintain eye contact for 10 seconds at a time.
- It allows them to include quotes and photos of the audience in the presentation.
20. Which of the following is true of key performance indicators (KPIs)?
- KPIs are data, but not all data is KPIs.
- Data is KPIs, but not all KPIs are data.
- KPIs are metrics, but not all metrics are KPIs.
- Metrics are KPIs, but not all KPIs are metrics.
21. As a digital marketer, you notice a high open rate for an email marketing campaign. What might this indicate?
- You sent the email to a small group of people.
- You have written effective subject lines.
- You should rewrite the subject lines.
- The email body copy is engaging.
22. Fill in the blank: _____ is the percentage of emails sent that could not be delivered to the recipient’s inbox.
- Email spam rate
- Email bounce rate
- Email complaint rate
- Email denied rate
23. How do you calculate the conversion rate of an email?
- Number of conversions / total ad interactions
- Total ad interactions / number of people who opened the email
- Number of people who opened the email / total ad interactions
- Total ad interactions / number of conversions
24. What is the calculation for return on investment (ROI)?
- (total revenue x total spent) / (100)
- (total revenue / total spent) x 100
- (total spent x 100) / (total revenue)
- (total spent / total revenue) x 100
25. A digital marketer prepares to present campaign data to a large group. They are nervous about the presentation and want to avoid speaking too quickly. When is a good opportunity to briefly pause during the presentation and slow their pace? Select all that apply.
- When they would like to share a story unrelated to the data
- When asking the audience a question
- When transitioning to a new section in the presentation
- When greeting the audience at the start of the presentation
26. A marketer works with data and metrics. Which of the following refers to the relationship between data and metrics?
- Data is a number, and metrics are the quantitative measurement of data.
- Data is a number, and metrics are the qualitative measurement of data.
- Metrics are numbers, and data is the qualitative measurement of metrics.
- Metrics are numbers, and data is the quantitative measurement of metrics.
27. A marketer creates an email marketing campaign for the holiday season. They send an email to 12,500 people. The email receives 3,722 total clicks, 6,245 opens, and 6,112 unique opens. They are interested to know how the subscribers engaged with the email and decide to calculate the click-to-open rate.
How should they determine this metric?
- 3,722 / 12,500 (total clicks/number of recipients}
- 6,112 / 12,500 (number of unique opens/number of recipients)
- 3,722 / 6,112 (total clicks/number of unique opens)
- 3,722 / 6,245 (total clicks/number of opens)
28. As a digital marketer, you are calculating the percentage of emails that did not get delivered to the recipient’s inbox. What metric are you calculating?
- Email denied rate
- Email bounce rate
- Email complaint rate
- Email spam rate
29. You sent an email to 111,714 recipients. 28,045 opened the email. 9,772 clicked on the ad link. 2,291 made a purchase. How would you calculate the conversion rate?
- 9,772 / 111,714 (ad clicks / number of recipients)
- 2,291 / 9,772 (number of conversions / ad clicks)
- 9,772 / 28,045 (ad clicks / number of opens)
- 111,714 / 28,045 (number of recipients / number of opens)
30. As a digital marketer, you manage an email marketing campaign. How do you calculate the list growth rate?
- [(total number of email addresses – unsubscribes) / new subscribers] x 100
- [(unsubscribes – new subscribers) / total number of email addresses] x 100
- [(new subscribers – unsubscribes) / total number of email addresses] x 100
- [(total number of email addresses – new subscribers) / unsubscribes] x 100
31. A digital marketer calculates the percentage of email recipients who clicked on one or more links in an email out of the total number of unique opens. What metric is this?
- Open rate
- Subscribe rate
- Conversion rate
- Click-to-open rate
32. As an email marketer, you need to determine if your efforts are increasing sales dollars. What metric calculates the ratio of money made and money spent?
- Forward rate
- Conversion rate
- Return on investment (ROI)
- Growth rate
33. As a digital marketer, you are calculating your email list growth rate for the past month. The list gained 1,729 new subscribers. It had 245 unsubscribes. The list total is 76,921 subscribers. How do you calculate the list growth rate for the past month?
- [(76,921 – 1,729) / 245] x 100
- [(76,921 – 245) / 1,729] x 100
- [(1,729 – 245) / 76,921] x 100
- [(245 – 1,729) / 76,921] x 100
34. When creating an email marketing report, you keep the stakeholders’ attention by changing how you present the data. Which of the following email marketing tips help you do this? Select all that apply.
- Play videos of demos, testimonials, or case studies
- Briefly describe the goals of the campaign to allow more time for questions
- Share a funny story that is unrelated to the data in the report
- Ask for audience participation through questions, surveys, or quizzes
35. When giving a presentation on email marketing metrics, you include firsthand quotes from actual users. You also highlight positive emotional experiences resulting from your email campaign. Which tip for presenting does this represent?
- Speak clearly and slowly
- Allow for pauses
- Be concise
- Tell a story
36. What metric is calculated by dividing the number of people who opened the email by the number who received the email?
- Conversion rate
- Click-to-open rate
- Unsubscribe rate
- Open rate
37. As a digital marketer, you notice several emails were not delivered to the recipients. What can cause a high bounce rate? Select all that apply.
- Badly written subject lines
- An import error with your email list
- A high volume of traffic to your website
- Incorrect or inactive email addresses
38. After emailing their subscriber list, a marketer divides the number of conversions by the total ad interactions. What metric are they calculating?
- Bounce rate
- Complaint rate
- Interaction rate
- Conversion rate
39. After emailing their subscriber list, a marketer uses the following calculation:
[(new subscribers – unsubscribes) / total number of email addresses] x 100.
What email metric are they calculating?
- Forward rate
- Return on investment
- List growth rate
- Recipient growth rate
40. Which of the following are recommendations for the email marketing report? Select all that apply.
- Make the presentation more visual by using software such as Google Slides, Microsoft PowerPoint, or Canva
- Include jargon and technical language to display expertise
- Use case studies or demos to make the report more engaging
- Include a collection of raw data that represent the campaign’s progress
41. When giving a presentation on email marketing metrics, you stop speaking after you pose a question to the audience and when you transition to a new section. Which tip for presenting does this represent?
- Be concise
- Allow for pauses
- Tell a story
- Know your audience
42. What is the relationship between metrics and data?
- Metrics and data are the same concept.
- Metrics are data with context.
- Data are metrics with context.
- Metrics are data without context.
43. A digital marketer creates an email marketing campaign and considers several KPIs. Why should they choose the most important KPIs to track?
- KPIs remove the need for graphs, tables, and figures in an email marketing report.
- KPIs automatically increase the conversion rate for an email marketing campaign.
- KPIs indicate how successful a business is in its effort to reach a business or marketing goal.
- KPIs are a quantitative measurement that helps make sense of raw data.
44. As a digital marketer, you determine that many users opened an email. What does this indicate?
- A high open rate
- A high subscription rate
- A low conversion rate
- A low click-to-open rate
45. A digital marketer calculates the percentage of email recipients who clicked on one or more links in an email out of the total number of unique opens. What metric is this?
- Open rate
- Subscribe rate
- Click-to-open rate
- Conversion rate
46. Fill in the blank: Achieving a _____ is very important to many companies because it means they are selling more products or services without having to increase their budget.
- low click-to-open rate
- low complaint rate
- high bounce rate
- high conversion rate
47. As a digital marketer you are calculating your email list growth rate for the past month. The list gained 1,398 new subscribers. It had 177 unsubscribes. The list total is 29,495 subscribers. How do you calculate the list growth rate for the past month?
- [(177 – 1,398) / 29,495] x 100
- [(1,398 – 177) / 29,495] x 100
- [(29,495 – 1,398) / 177] x 100
- [(29,495 – 177) / 1,398] x 100
48. As a digital marketer, you often present campaign data to stakeholders. You use Google Slides to create the presentation and guide the story. What else can you do to tell an effective and engaging story?
- Maintain eye contact with audience members for 10 seconds at a time
- Take a few meaningful pauses at the start of the presentation
- Share personal details about the audience members
- Include examples of actual users, such as quotes, photos, or short video clips
49. Which question should you ask to determine which metrics should be KPIs?
- Which metrics should we prioritize for success?
- Which metrics are trending in our industry?
- Which metrics cost the most to track?
- Which metrics cost the least to track?
50. As a digital marketer, you are trying to calculate the return on investment (ROI) on an email send. The total revenue was $44,955 USD. The total cost was $1,810 USD. What is the calculation for ROI?
- ($1,810 x 100) / $44,955
- ($44,955 / $1,810) x 100
- ($44,955 / $1,810) / 100
- ($867 / $1,810) x 100
51. As an email marketer, you recently sent an email to 16,478 people. The email received 1,621 total clicks, 5,532 opens, and 5,189 unique opens. How would you calculate the click-to-open rate?
- 1,621 / 16,478 (total clicks / number of recipients}
- 1,621 / 5,532 (total clicks / number of opens)
- 1,621 / 5,189 (total clicks / number of unique opens)
- 5,532 / 1,621 (opens / number of recipients)
52. An email you sent was delivered to 111,714 recipients. 28,045 opened the email. 9,772 clicked on the link in the email. 2,291 made a purchase. How would you calculate the purchase conversion rate?
- 2,291 / 28,045 (number of purchases / number of opens)
- 2,291 / 111,714 (number of purchases / number of emails delivered)
- 111,714 / 2,291 (number of emails delivered / number of purchases)
- 9,772 / 2,291 (link clicks / number of purchases)
