Module 2: Types of email marketing

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In this post, I provide complete, accurate, and detailed explanations for the answers to Module 2: Types of email marketing of Course 4: Think Outside the Inbox: Email Marketing – Google Digital Marketing & E-commerce Professional Certificate.

Whether you’re preparing for quizzes or brushing up on your knowledge, these insights will help you master the concepts effectively. Let’s dive into the correct answers and detailed explanations for each question!

1. Which of the following are examples of content you would likely find in an email for a furniture company’s marketing campaign? Select all that apply.

The subject line “Discount Code For 20% Off Inside!” for a new promotion on desks.
The headline “For The Remote Worker” along with an image of an office chair and a link to a landing page where customers can purchase the chair.
A collection of pictures of the company picnic attached to an employee email.

An email asking a customer “How was shopping with us?” with a scale from 1 to 10 for customers to rate the experience.

2. Which of the following are effective ways to use an acquisition email? Select all that apply.

Thank first time subscribers or customers who have purchased a product
Offer items like downloadable guides, product catalogs, PDFs, or free trials

Demonstrate to customers the value of a product or service
Offer a quick overview of what a product or service will provide

3. Which of the following marketing emails serve as a virtual first impression a company makes with a customer?

Retention email

Welcome email
Newsletter
Promotional email

4. Fill in the blank: A wellness company includes external resources, like articles featuring anxiety-reducing breathing exercises, in a _____.

promotional email
cart abandonment email
newsletter

feedback email

5. Which type of emails get the word out about special offers, limited time deals, or exclusive content?

Customer emails
Launch emails

Promotional emails
Acquisition emails

6. What is the purpose of sending a cart abandonment email to a customer?

Encourage the customer to purchase the item they left behind

Share external articles about relevant and interesting information
Enroll the customer in the company newsletter
Provide the customer with information about a new product

7. Fill in the blank: Sending a special offer to customers who are not engaging with a company’s newsletters is an example of a _____.

welcome email
cart abandonment email
retention email

promotional email

8. Which of the following types of email fall into the loyalty bucket of the marketing funnel? Select all that apply.

Acquisition emails
Promotional emails

Retention emails
Newsletters

9. Which of the following is an example of email copy? Select all that apply.

A call to action

Raw data about how customers feel about a brand
Images and product descriptions
A brief summary that tells customers the story of the brand

10. Which of the following marketing emails should include a call to action? Select all that apply.

Retention email
Welcome email
Internal email

Acquisition email

11. Which of the following are common types of email marketing? Select all that apply.

Company event emails
Retention emails

Acquisition emails
Newsletters

12. Imagine that a cosmetics company shares an interactive email inviting potential new customers to match products to suit their own skincare needs. What is this an example of?

Acquisition email

Discount code
Educational email
External resource

13. Which of the following best describes the content of a good welcome email?

An incentive to buy the company’s product and a direct call-to-action
A personal note from the founder and an incentive to buy the company’s product
A direct call-to-action and a brief summary of the company’s background

A brief summary that tells customers what makes your brand unique, and a call-to-action

14. Fill in the blank: _____ are a versatile feature of email marketing used in several stages of the marketing funnel.

Follow-up emails
Acquisition emails

Welcome emails
Newsletters

15. What are promotional emails commonly used for?

To share product prices, features, and details

To ask questions and gather feedback from customers
To speed up the buying process and create new or repeat customers
To test different headlines for future emails

16. Why are follow-up emails an effective tactic to increase customer loyalty?

It shares helpful information and resources about the product and its features.
It makes customers feel heard and appreciated.
It gives customers access to exclusive customer service tools.

It summarizes what makes the business and its products unique.

17. A marketer sends follow-up emails to customers after they make a purchase. What do they ask customers to do in the follow-up email?

Confirm when they will order from the business again
Provide feedback on their shopping experience

Buy again, using a promotion included in the email
Share their social media usernames

18. Why would you create a newsletter to target customers in the loyalty stage?

Newsletters help brands find and acquire new customers.

Newsletters are the only type of email marketing that targets the loyalty stage.
Newsletters target customers interested in learning more about a brand.
Newsletters offer personalized content and encourage repeat purchases.

19. Which of the following types of marketing emails fall into both the consideration and loyalty stage of the marketing funnel?

Promotional emails
Acquisition emails
Welcome emails

Retention emails

20. Why would a business send welcome emails?

To build interest in a brand and find new customers
To encourage customers to sign up for a rewards program

To get feedback about the customer experience
To connect with new customers or subscribers

21. Fill in the blank: Acquisition emails and newsletters are both examples of _____.

email marketing

brand voice
key performance indicators (KPIs)
brand sentiment

22. What type of email should a new company send out as a marketing strategy to gain new customers?

Acquisition email
Cart abandonment email
Newsletter

Retention email

23. Why do marketers send welcome emails in the consideration stage of the marketing funnel?

Because users are regular customers who want to read interesting stories about the business
Because users have subscribed to the business’s marketing emails and are interested in more information

Because users have made a purchase and may be interested in promotional offers
Because users are unfamiliar with the business and do not know what they are searching for

24. A digital marketer creates an email newsletter that contains relevant information about its product. However, only a few subscribers click on the call-to-action button. What recommendation will help the marketer increase the effectiveness of the newsletter?

Instead of sharing information about current events, share information about the company and tell its story.

Instead of selling a product, include articles or trending topics relevant to the subscriber’s lifestyle.
Design a new email that differs from the brand’s style.
Share product and service information instead of the latest trends.

25. Fill in the blank: A grocery store delivery app that sends an email with a code for free delivery is an example of a _____.

promotional email
feedback email
brand email

service email

26. Imagine a company’s customers frequently leave items in their cart. What could the company do to encourage a customer to purchase the items they’ve left behind?

Send the customer a welcome email.
Send the customer a cart abandonment email.

Provide the customer with information about a new product.
Send the customer a happy birthday message.

27. Which of the following is an example of a retention email? Select all that apply.

Offering a glimpse into what a product or service will give customers

Sending a special offer to customers who are not engaging with newsletters or promotional emails
Providing customers with some new or educational information
Sending a follow-up email after a customer makes a purchase asking for feedback

28. What is an example of relevant information you can include in an email newsletter?

Information about why customers abandon their carts
Information about how the business earned new customers
Information about a new product or service the business is launching

Information about a business’s access to customer information

29. Fill in the blank: The text in the main content of an email is called email _____.

hashtag
body

script
tweet

30. Fill in the blank: A _____ is a concise instruction included in a promotional email that tells the customer what to do next.

return on investment

key performance indicator (KPI)
call to action
final value

31. A marketer creates an acquisition email. They include a product catalog and a banner offering customers free shipping on their first order. They also include unique and catchy email copy. What additional email best practice will help the marketer create a successful acquisition email?

Include “Acquisition email” in the subject line
Update the copy to match what other businesses are using
Target customers who have prior knowledge of the business

Add a clear call-to-action such as “Order now”

32. Which of the following are reasons a company might want to send a newsletter? Select all that apply.

To announce the launch of a new product or service
To remind a customer to purchase something they left in their cart

To share external resources, like articles that might be relevant or interesting to customers
To introduce a new update from the company that subscribers would want to know about

33. A marketer notices low engagement with their newsletters and promotional emails for a segment of customers. What can they do to encourage these customers to engage with the brand?

Send them a company brochure

Send them a special offer
Send them a cart abandonment email
Send them trending topics related to their lifestyle

34. What type of follow-up email does a company send after a customer makes a purchase asking for feedback on that customers’ shopping experience?

Retention email
Welcome email
Internal email

Newsletter

35. A digital marketer creates a promotional email that only a few recipients open. What tip will help them write better subject lines that recipients want to open?

Introduce or tease the promotion in the subject line
Avoid mentioning the promotion until the body copy

Include a brief description of the product or service
Include “Promotional email” in the subject line

36. A marketer creates an email campaign to inform customers about their latest products and offers. What common type of email marketing did they use?

Discount emails

Promotional emails
Event emails
Acquisition emails

37. Which of the following is an example of useful information to include in an acquisition email?

A downloadable customer experience survey
A downloadable guide or product catalog
A note to say thank you for making a purchase

A link to a business’s loyalty program

38. A marketer creates a welcome email. In the body copy, they use a conversational tone to encourage customers to click the call-to-action button. What information should they include to make this an effective welcome email?

A survey that asks customers to rate their buying experience.
A summary of what makes the brand unique.

Two to three additional call-to-action buttons.
A subject line that includes “Welcome email.”

39. When creating a newsletter, how can you attract a customer’s attention?

Use catchy and clever writing

Use old newsletters with updated subject lines
Use an assertive and formal tone
Use content that is strictly about the company

40. Which of the following are reasons a company might want to send a promotional email? Select all that apply.

To announce the launch of a new product or service
To offer free, downloadable content for a holiday
To celebrate a customer’s birthday by offering 10% off their next order
To thank customers for downloading their app

41. A marketer sends retention emails to customers after they make a purchase. The email uses inviting language and includes each customer’s name in the subject line and body copy. What best practice should they consider before sending the email?

Request information such as their occupation and address
Provide educational resources the customer will enjoy
Include the brand’s story and a message from the founder
Clarify what the customer should do with a clear call to action

42. A digital marketer creates a promotional email and notices a low click-through rate. What recommendation will help them create a successful promotional email?

Include a brief description of the product or service
Mention the promotion at the end of the email
Include information about the business, its services, and its history
Keep the body of the email brief and relevant, with a clear call to action

43. What common type of email marketing is used to attract and gain new customers?

Acquisition emails
Newsletters
Promotional emails
Welcome emails

44. Which of the following are effective ways to use a welcome email? Select all that apply.

Encourage customers who have downloaded an app to use the app for the first time.
Encourage customers to buy a product by including a discount code.
Share external resources, like articles that might be relevant or interesting to customers.
Thank first time subscribers or customers who have purchased a product.

45. Promotional emails, retention emails, and newsletters all fall into which marketing funnel stage?

Consideration
Awareness
Loyalty
Conversion

46. Fill in the blank: A subtle button in a welcome email that says “Get Started” is an example of _____.

a newsletter
an email body
a call to action
a virtual first impression

47. What type of email should a new company send out as a marketing strategy to gain new customers?

Cart abandonment email
Acquisition email
Retention email
Newsletter

48. A marketer creates a retention email to target customers after they make a purchase. They use inviting language in the email and include a clear call to action. What retention email component can they add to increase its effectiveness?

Provide an updated product list in the email
Personalize the email according to the customer
Summarize what makes the business unique
Ask customers, “Who are you shopping for?”

49. A marketer sends regular newsletters to customers. They include relevant content about the company and its products. What additional content should they include in their newsletters?

Links to employees’ social media pages
Resources such as articles relevant to the subscriber’s lifestyle
Links to several external sites created by the business
Surveys with questions to learn more about the customer

50. Which of the following types of email fall into the consideration bucket of the marketing funnel? Select all that apply.

Retention emails
Newsletters
Welcome emails
Promotional emails

51. What type of email marketing helps build interest in a brand and find new customers?

Welcome emails
Promotional emails
Acquisition emails
Retention emails

52. When creating email newsletters, which of the following tactics should you use to capture the reader's attention?

Mention trending topics or current events
Inform readers about changes in company management
Write in a similar style and tone as other businesses
Repurpose content from old newsletters

53. Which of the following describes the relationship between an acquisition email and a welcome email?

Acquisition emails are sent to acquire new customers. Welcome emails are then sent out to those new customers.
Acquisition emails are sent to acquire new customers. Welcome emails including news and informational content relevant to the company are then sent out regularly.
Welcome emails are sent to acquire new customers. Acquisition emails are then sent out to those new customers.
Welcome emails are sent to acquire new customers. Acquisition emails including news and informational content relevant to the company are then sent out regularly.

54. When crafting a promotional email, what best practice should you follow to make it successful?

Focus on the promotion instead of product features
Announce the promotion in the body of the email
Include a survey for customers to share their feedback
Keep the heading short and the body of the email long

55. A marketer creates an email to attract new customers. They include a brief description of their offering and its value to the customers. They also add a “Click here” button and write a funny subject line to encourage customers to click on the email. What additional best practice should they follow to create a successful acquisition email?

Assume that recipients know about the business and its products
Include information about recent management changes at the company
Add additional calls to action for recipients to choose from, such as “Learn more” and “Buy now”
Offer recipients something, such as a free trial or educational information

56. What type of email marketing targets recipients in the consideration stage of the marketing funnel?

Retention emails
Welcome emails
Rewards emails
Abandoned cart emails

57. Why should you include a call to action in your welcome email?

It motivates the customer to make a purchase.
It hints at what the email is about.
It allows the customer to rate their experience.
It informs the customer what to do next.

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