University of Texas, Dallas

BUSINESS 1111

Chapter 2

E-mail Marketing

True/False Questions

1)E-mail was first used as a way for users of the same computer to leave messages for each other in 1961.

2. More than 97 percent of all e-mails sent over the net are spam.

3. The growth of the Internet has found the costs of direct marketing increasing and the effectiveness of e-mail marketing dropping.

4. If you consider marketing as communicating with current and potential customers, you will see that every e-mail that is sent from your organization should be considered as part of your holistic e-mail marketing strategy.

5. Transactional e-mails are e-mails that are sent to provide information and keep customers informed.

6. There are three types of commercial e-mails: supplier, customer, and promotional e-mails.

7. Retention-based e-mails are also referred to as newsletters.

8. Newsletters tend to focus on short-term goals.

9. Promotional e-mails will usually have long-term goals.

10. E-mails can be created and viewed as HTML.

11. Text e-mails can not contain images.

12. Header is that part of an e-mail which has the “to,” “from,” and “reply to” fields in an e-mail.

13. If the sender’s reputation score falls within the ISP’s thresholds, the e-mail from the sender is considered as spam.

14. If the sender’s reputation score falls within the ISP’s thresholds, a sender’s messages will be delivered to the inbox.

15. Number of bounces indicates the effectiveness of an e-mail via the links placed in the content.

16. A high pass-on rate (forwards) indicates that your list values the content enough to constantly share with others.

Multiple Choice Questions

17. What was Ray Tomlinson’s contribution to the development of e-mail communication?
    1. He created the first thin-client e-mail application
    2. He developed a platform-independent e-mail plug-in for the Internet.
    3. He initiated the use of the “@” sign and the address structure.
    4. He developed the prototype e-mail application which was bought and renamed Hotmail by Microsoft.
    5. He developed the add-on to send attachments via e-mail.

18. Which of the following statements about the history of e-mails is not true?
    1. E-mail actually predates the Internet.
    2. The first e-mail spam dates back to 1978.
    3. Direct marketing costs have increased after the growth of the Internet.
    4. E-mail was originally used to send messages to computers on the same network.
    5. The Internet allowed users on different networks to send each other messages.

19. When you place an order, there will be a number of e-mails that you receive, from confirmation of your order to notice of shipping. These e-mails are referred to as e-mails.
    1. affiliate
    2. promotional
    3. retention-based
    4. supplier
    5. transactional

20. These e-mails do not necessarily carry an overt promotion but instead ensure that a customer is in regular contact with the brand. The reference is to:
    1. promotional e-mails.
    2. newsletters.
    3. transactional e-mails.
    4. affiliate e-mails.
    5. spam e-mails.

21. The two types of commercial e-mails are            e-mails and              e-mails.
    1. supplier; customer
    2. direct; spam
    3. marketing; support
    4. promotional; retention-based
    5. individualized; group

22. This commercial type of e-mail is more direct and is geared at enticing the user to take an immediate action. It always features a call to action and is designed around a specific goal. We are referring to

             e-mails.

1. 1. promotional

1. 2. group
   3. spam
   4. retention-based
   5. transactional

23. The organizational measure that helps an organization define and measure progress toward organizational goals is referred to as            .

a      action item b        open rate

c      key performance indicator d               database

e     job description

24. With reference to e-mail marketing, opt-in database is a list of         .

a      competitors who sell similar products and are carry out e-mail marketing for the same b     employees of a company who are also shareholders of the company

c      subscribers who have agreed to allow a company to send them e-mails with marketing messages d            bloggers who must be contacted for promotion of a new product

e     all the customers who have ever purchased any product from the company

25. A(n)             is the most valuable asset of an e-mail campaign. a            e-mail server

b     good quality product c e-mail

d     social networking site e         opt-in database

26. Which of the following statements about an e-mail is NOT true? a      E-mails can be created and viewed as HTML.

b     Body of an e-mail is where the content of the e-mail goes. c      Text e-mails can contain images.

4. E-mails can be create an viewe as text mails.
5. Subjct lins aid th rader in idntifying th -mail.

27. Which of the following lines can be a part of the header of an e-mail? a      Java training program

b        Mark@companyname.com c      Hi Mark

4. “forwar to a frien”
5. Kindly snd us your contact numbr

28. The percent of e-mails determined as opened out of the total number of e-mails sent is known as

            .

1. open rte
2. KPI (key performance indicator)

3. test rate
4. call to action e        opt-in rate

29. An e-mail               is the software or program that a person uses to access their e-mail. a                  database

2. server
3. router
4. customer
5. clint

30. E-mail reputation is the general opinion of the ISPs (internet service provider), the anti-spam community, and the subscribers toward a sender’s        , sending domain, or both.

1. ISP
2. receiver ID c&nsp; white list

d     IP address e        gateway

31. An extension of SMTP that stops e-mail spammers from forging the “From” fields in an e-mail is known as   .

1. sender ID
2. white list
3. sender poliy framework d          hard boune

e     tracking

32. A list of accepted e-mail addresses that an ISP, a subscriber, or other e-mail service provider allows to deliver messages regardless of spam filter settings is known as   .

a      hard bounce b        white list

c      sender policy framework d          sender list

e     header

33. What is hard bounce?

a      The delivery of an e-mail to an address which is mentioned in white list b              The delivery of an e-mail to the spam folder of an e-mail ID

3. The failed delivery of e-mail due to a glith in the tehnical infrastruture
4. The elivery of an e-mail to an ID which has not specifically agree for the marketing communication
5. Th faild dlivery of -mail communication du to an undviating rason

34. Which of the following steps should be carried out in the execution stage of an e-mail marketing campaign?

1. Personlization of the messge
2. Integration of campaign with other channels of eMarketing c&nsp;        Gathering list of suscribers

d     Identifying key performance indicators e             Generating and analyzing reports

35. A high               indicates that your list values the content enough to constantly share with others. a           unsubscribe rate

b     number of bounces c        pass-on rate

d     number of e-mails opened e open-through rate

36. Which of the following steps should be carried out after the completion of an e-mail marketing campaign?

1. Personlization of the messge
2. Integration of campaign with other channels of eMarketing

c      Gathering list of subscribers

d     Identifying key performance indicators e            

e. Generating and analyzing reports

Fill in the Blanks

37.              is credited with creating the first network e-mail application in 1971.

38.              is defined as unsolicited commercial or bulk e-mail.

39. Retention-based e-mails are also referred to as        .

40. Also referred to as newsletters, may include promotional messages but should be focused on providing information of value to the user, geared at building a long-term relationship with the user.

41.              e-mails are more direct and geared at enticing the user to take an immediate action.

42.              is the most valuable asset of an e-mail campaign.

43. With reference to an e-mail,            has the “to,” “from,” and “reply to” fields.

44.              is the customary place to keep the contact details of the company sending the e-mail.

45.              aids the reader in identifying the e-mail and also entice the reader to open it.

46. The failed delivery of e-mail communication due to an undeviating reason like a nonexistent address is referred to as   .

47. The company that is providing you with access to the Internet is known as         .

48. Putting an easy “forward to a friend” link in every e-mail can increase            rate.