Think you know a little something about email marketing?
 
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Want to generate even more good leads with email?

The Business Wise Email Marketing Quiz contains 10 short questions about the most critical elements of successful email campaigns.

If you’ve already taken the quiz (or just want to skip ahead to the good stuff), check out the full set of questions and answers below, along with valuable information on how you can boost your email lead-gen.

 
 

QUESTION No. 1

Which of the following is among the most important elements of successful email marketing?

a) Subject line

b) Message

c) Offer

 
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Answer:

According to the 40-40-20 rule of email marketing, your offer is responsible for 40% of your lead-gen success, while your subject line, message, and other “creative” elements account for just half of that.

Your offer is what your prospect receives in return for acting on your email (by clicking, calling, replying, etc.). When you promise to deliver something of value to your prospects, they have a reason to act—and are much more likely to do so.

 
 

QUESTION No. 2

When emailing a list of prospects who may not already know about you, what is the average email open rate?

A) 1-2%

B) 8-10%

C) 20-30%

 
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ANSWER:

The average open rate for “cold” B2B email campaigns is 8-10% (source: Business Wise results).

In email marketing, it’s critical to maintain realistic expectations about results. If you’re expecting the majority of your emails to be opened and read, you’re setting yourself up for disappointment.

With cold email open rates around 10%, repetition and consistency are key. People are busy and inboxes are cluttered, so even the best emails get overlooked.

Email regularly to maximize opens, clicks, and leads, and always test to determine what works best.

 
 

QUESTION No. 3

The goal of your email subject line should be to:

A) ENTICE PROSPECTS TO OPEN YOUR EMAIL

B) ENTICE PROSPECTS TO READ YOUR EMAIL

C) ENTICE HIGH-VALUE PROSPECTS TO OPEN, READ, AND ACT ON YOUR EMAIL

 
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ANSWER:

The goal of your subject line should be to entice high-value prospects to open, read, and act on your email.

Email opens are a great first step, but they have no value on their own. In fact, a gimmicky subject line that’s focused only on opens can backfire by causing your prospect to react negatively to your message.

Ultimately, you want good leads, which means you need prospects who stand to benefit from your offer to open, read, and act on your campaign.

Craft subject lines that are clear, concise, and relevant to what’s inside.

 
 

QUESTION No. 4

Which of the following subject lines generated a higher open rate?

A) “SOCIAL MEDIA STATS YOU NEED TO KNOW FOR 2018”

B) "SOCIAL MEDIA STATS FOR 2018"

 
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ANSWER:

The subject line, “Social Media Stats You Need to Know for 2018” generated 11% more opens than the alternative (source: Mailshake).

Including the word “you” in your subject line (and your email) helps you keep the focus where it should be: on your prospect, rather than on your product or its features.

“You” also makes the email come across as more direct and personal… and instantly brings an otherwise boring subject line to life.

 
 

QUESTION No. 5

Complete this sentence: "My email campaign will be more likely to generate leads if it is _____."

A) Clear

B) Clever

c) Colorful

 
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ANSWER:

In email marketing, clear trumps clever or colorful any day of the week.

When you’re emailing busy prospects who may never have heard about you, you need to make their job as easy as possible. Get to the point, use simple sentences and short paragraphs, and write in plain English. Be crystal clear about what you want them to do, and what they’ll get in return, and they’ll be much more likely to do it.

That doesn’t mean that clever or colorful emails can’t work. Sometimes, a humorous angle or an eye-catching image can help you stand out in a crowded inbox. But even clever or colorful messages need be to clear.

 
 

QUESTION No. 6

Personalizing your email (e.g., by including your prospect's name or company) improves click-through rates by:

A) 4%

B) 14%

c) 24%

 
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ANSWER:

Personalizing your email improves click-through rates by 14% (source: GetCRM).

Email personalization shouldn’t be your first priority—a good list, a compelling offer, and a clear message are all far more important—but it can be an easy way to further improve the results of an already solid campaign.

Personalization can make your emails even more effective when you have detailed information about your prospects, such as company name, city, or other information you can find in the BWise prospect database.

 
 

QUESTION No. 7

Which of the following is not an email marketing "Call-to-Action"?

A) A sentence at the end of your message asking your prospect to call a phone number or reply to your email

b) A link to a webpage with a clear description of what your prospect will receive by clicking

c) A link to your website in the footer of your email

 
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ANSWER:

A link to your website in the footer of your email is not a “Call-to-Action”… it’s an afterthought.

Your Call-to-Action is a core piece of your message—it tells your prospects what you want them to do, and how to do it. Common Calls-to-Action include words like click, reply, call, register, subscribe, and download.

The most successful Calls-to-Action are:

  • Clear: Tell your prospect exactly what to do and what they’ll get.

  • Frequent: Give your prospects multiple chances / reminders to act, including near the beginning of your email (in case they don’t read any further).

  • Focused: Prompt your prospect to take one action only—no irrelevant or distracting links.

 
 

QUESTION No. 8

What percentage of commercial (marketing) email goes to the recipient's spam folder?

A) 20%

b) 50%

c) 80%

 
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ANSWER:

While the percentage varies according to your definition of “spam,” the best estimates indicate that about 20% of all unsolicited commercial emails end up in the recipient’s spam folder (source: Return Path).

Again, it’s important to maintain realistic expectations, and repetition is key in order to reach all your prospects.

Like a lot of B2B business development, email marketing is most successful when it is viewed as a long-term strategy. Spam folder algorithms will keep evolving—and will inevitably prevent some messages from getting to some prospects. To mitigate their impact, email your prospects regularly, and with a variety of offers.

 
 

QUESTION No. 9

57% of email recipients consider a message to be "spam" if...

A) ...the email content isn't relevant to their needs.

b) ...the email comes from someone they don't know.

c) ...they never "opted in" to receive emails from the sender.

 
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ANSWER:

Most people consider email to be “spam” if the email isn’t relevant to their needs (source: GetCRM).

That’s great news, because it means that your prospects will respond to offers of valuable, relevant information that helps them solve problems and achieve goals… even if they don’t already know you.

Understanding how emails end up in spam folders is important, but understanding how your prospect defines “spam” is even more critical. If your email is gimmicky or irrelevant, your prospect will label you a “spammer"—even if you’ve succeeded in reaching the inbox.

On the other hand, if you speak to your prospects’ problems and priorities, you’ll create new connections and generate good leads.

 
 

QUESTION No. 10

For every $1 spent on email marketing, the average return on investment is:

A) $2

b) $10

c) $38

 
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ANSWER:

According to Campaign Monitor, “For every $1 spent, email marketing generates $38 in ROI.”

The average return varies according to the kind of email you’re sending (B2B, B2C, permission-based, non-permission-based), but nearly every statistic about email ROI makes it clear: email is one of the most lucrative and cost-effective channels for business development.

Of course, you’ll never generate that kind of ROI if you don’t understand what drives email marketing success… or worse, if you don’t do it at all.

 
 

 Now that you the key elements of successful email marketing, all you need is some prospects to connect with! Want to know the exact number of good, local prospects you could email using the BWise prospecting database?

Use our free Prospect Finder: