Week 4: Collect and Analyze Email Campaign Data

1. What is the relationship between metrics and data?

Metrics are data without context.
Metrics and data are the same concept.
Data are metrics with context.
Metrics are data with context.

2. Which of the following is true of key performance indicators (KPIs)?

Metrics are KPIs, but not all KPIs are metrics.
KPIs are data, but not all data is KPIs.
KPIs are metrics, but not all metrics are KPIs.
Data is KPIs, but not all KPIs are data.

Explanation: Key Performance Indicators, often known as KPIs, are measurable metrics that are used for the purpose of evaluating the performance and efficacy of a particular business process, a whole company, or a particular department. They have a direct connection to the strategic goals and objectives of the business, and they provide insights about the firm's performance in important areas. Typically, key performance indicators (KPIs) are used to evaluate progress, suggest areas that may be improved, and drive decision-making.

3. What metric is calculated by dividing the number of people who opened the email by the number who received the email?

Click-to-open rate
Unsubscribe rate
Open rate
Conversion rate

4. 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?

5,532 / 1,621
1,621 / 16,478
1,621 / 5,189
1,621 / 5,532

5. 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 spam rate
Email denied rate
Email bounce rate
Email complaint rate

6. As a digital marketer, you are determining the purchase conversion rate for an email send. You sent the email to 111,714 recipients. 28,045 opened the email. 9,772 clicked on the ad link. 2,291 made a purchase. What is the conversion rate calculation for the email send?

9,772 / 2,291
28,045 / 2,291
2,291 / 9,772
9,772 / 28,045

7. 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 x $1,810) / 100
($867 / $1,810) x 100

8. 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?

[(1,729 – 245) / 76,921] x 100
[(76,921 – 245) / 1,729] x 100
[(245 – 1,729) / 76,921] x 100
[(76,921 – 1,729) / 245] x 100

9. Which of the following are recommendations for the email marketing report? Select all that apply.

Exclude mentioning areas for improvement to keep the presentation positive.
Increase engagement by telling a story related to campaign metrics.
Include a collection of raw data that represent the campaign’s progress.
Avoid jargon and technical language to be more concise.

10. Which of the following are recommendations for the email marketing report? Select all that apply.

Include jargon and technical language to display expertise.
Include a collection of raw data that represent the campaign’s progress.
Make the presentation more visual by using software such as Google Slides, Microsoft PowerPoint, or Canva.
Use case studies or demos to make the report more engaging.

11. 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?

Be concise.
Allow for pauses.
Know your audience.
Speak clearly and slowly.

Explanation: This is the presentation tip that is collectively referred to as "Adapting to the Audience's Level of Understanding." Using fewer acronyms and minimizing jargon is a tactic that may be used when developing a professional and organized presentation for an external client who is not acquainted with email marketing analytics. This is done in order to guarantee that the information is readily accessible and comprehended by the audience. folks who may not be acquainted with the specialized language used in the email marketing sector might benefit from this technique since it helps to make the presentation more inclusive and engaging for those folks.

12. Which question should you ask to determine which metrics should be KPIs?

Which metrics cost the least to track?
Which metrics are trending in our industry?
Which metrics should we prioritize for success?
Which metrics cost the most to track?

Explanation: In order to guarantee that the selected key performance indicators (KPIs) significantly contribute to the overall success and performance of the company, it is necessary to align metrics with strategic objectives. It is important to take into consideration metrics that provide relevant insights into key areas of emphasis and are essential for monitoring and attaining the results that are sought.

13. Which metric do you use for the following calculation: number of people who open the email / number of people who received the email?

Click-to-open rate
Unsubscribe rate
Open rate
Forward rate

14. What is the calculation for the click-to-open rate?

Number of total opens / total clicks
Total clicks / number of unique opens
Total clicks / number of unique clicks
Number of unique opens / total clicks

15. What is the term for the percentage of emails sent that could not be delivered to the recipient’s inbox?

Email complaint rate
Email spam rate
Email bounce rate
Email denied rate

16. 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?

2,411 / 403
403 / 2,411
403 / 9,745
32,967 / 403

17. What is the calculation for return on investment (ROI)?

(total spent / total revenue) x 100
(total spent x 100) / (total revenue)
(total revenue / total spent) x 100
(total revenue x total spent) / 100

18. What is the calculation for the list growth rate metric?

[(unsubscribes – new subscribers) / total number of email addresses] x 100
[(total number of email addresses – unsubscribes) / new subscribers] x 100
[(new subscribers – unsubscribes) / total number of email addresses] x 100
[(total number of email addresses – new subscribers) / unsubscribes] x 100

19. Which of the following are recommendations for the email marketing report? Select all that apply.

Make the presentation more visual with graphs and charts. (Correct)
Exclude mentioning areas for improvement to keep the presentation positive.
Include jargon and technical language to display expertise.
Include a collection of KPIs that represent the campaign’s progress.

20. 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?

Allow for pauses.
Be concise.
Speak clearly and slowly.
Tell a story.

Explanation: This is the presentation hint that is often referred to as "Using Stories and Testimonials." Including firsthand comments from genuine people and highlighting good emotional experiences that resulted from your email campaign are also examples of how you may use tales and testimonials into your presentation. Taking this method gives the data a more personal quality, which makes it easier for your audience to relate to and more interesting to them. It is possible to construct an engaging story by using stories and testimonials, which will highlight the actual effect and success of your email marketing activities.

21. Fill in the blank: _____ are quantifiable measurements used to track and assess a business objective.

Metrics
Data
Rates
Standards

Explanation: When it comes to tracking and evaluating a company target, metrics are quantitative statistics that are used.

22. What is the calculation for a conversion rate on an email send?

Number of people opened the email / total ad interactions
Number of conversions / total ad interactions
Total ad interactions / number of conversions
Number of conversions / number of people who opened the email

23. 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?

($867 / $21,648) x 100
($21,648 x $867) / 100
($21,648 / $867) x 100
($867 x 100) / $21,648

24. 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

25. As an email marketer, you are determining how many people clicked on one or more links in an email. Which calculation should you use?

Total clicks / number of unique clicks
Total clicks / number of unique opens
Number of total opens / total clicks
Number of unique opens / total clicks

26. Fill in the blank: _ is the percentage of emails sent that could not be delivered to the recipient’s inbox.

Email bounce rate
Email spam rate
Email denied rate
Email complaint rate

27. 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.

28. What is the relationship between data and metrics?

If metrics are a number, data is the quantitative measurement of metrics.
If data is a number, metrics are the quantitative measurement of data.
If data is a number, metrics are the qualitative measurement of data.
If metrics are a number, data is the qualitative measurement of metrics.

Explanation: Data may be thought of as the raw ingredients, while metrics can be thought of as the recipe. On the other hand, metrics are the measures or computations that are generated from the data that was gathered, while data is the raw information or statistics that was obtained. In more simple words, data refers to the individual components, and metrics are the results that are derived from those components in order to comprehend or assess anything. One example of a measure that may be used to evaluate the efficiency of an online advertisement is the click-through rate, which can be calculated by converting the number of clicks (data).