Week 4 – Collect and analyze email campaign data

think outside the box email marketing coursera week 4 quiz answers

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.

Shuffle Q/A 1

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

Devendra Kumar

Project Management Apprentice at Google

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