Email marketing trends and best practices continue to evolve. Test your knowledge to see if you’re up to date by taking this email marketing quiz.

2023 Email Marketing Quiz

1. True or False. Interactive emails provide higher conversion rates than branded emails.

2. True or False. The average ROI for email marketing is 360%.

3. True or False. The CAN-SPAM Act requires businesses to include:

    • Truthful email header information
    • Display subject lines that are not deceptive
    • Inform recipients that the email message is an ad,
    • Offer recipients a clear opt-out.

4. True or False. Approximately 5% of spam emails are malicious in nature.

5. True or False. You can email someone who has not expressly opted in.

6. True or False. List segmentation is a waste of time and money.

7. True or False. People don’t trust personalized email subject lines.

8. True or False. When beginning an email campaign, it’s better to buy or rent a list than build your own list of contacts.

9. True or False. The use of AI in emails is unnecessary, expensive, and unproven.

10. True or False. Approximately one-third of automated ecommerce emails generate a sale – even though these emails represent only 2.4 percent of all sent emails.

finger pointing to an email with multiple emails surrounding it

Email Marketing Quiz Answers


1. True. Compared to other emails, interactive emails boast twice the rate of conversion.

Interactive emails result in more leads, increased sales, more sharing, and higher response rates.

Not only are videos hugely popular, but they are also known to foster buying decisions and grow revenue faster. Video can enhance email open rates, push email click-rates to 300%, reduce unsubscribe rates, and drive visitors to your website.

According to the Content Marketing Institute, video is one of the top investments for B2B companies.

Ironically, it’s also important to note that along with interactive emails, text only emails (on behalf of sales team members) have been shown to have higher engagement than branded emails.

2. The answer is C. Email marketing offers an average ROI of a whopping 3,600%!

Compared to any other digital marketing tactic, study after study has confirmed that email marketing has by far the greatest return on investment (ROI). In part, that’s because email marketing is extremely inexpensive. Its estimated ROI is typically about $36 for every $1 spent.

In part, the high ROI is the result of effective strategies learned over the years (such as segmentation, personalization, etc.). The advancement of email marketing tools is another. After you apply email marketing best practices, it is relatively straightforward and inexpensive to generate emails.

3. True – but there’s more.

The Act also requires senders to be clear about where the sender is located (current physical address or post office box), and honor any opt-out requests within 10 days. Additionally, the Act differentiates between email blasts based on the purpose of the email, assigning them into three categories:

  • Commercial Emails—email that advertises or promotes a product, service, commercial website.
  • Transactional Emails—email that facilitates an existing “agreed-upon” business transaction.
  • Relationship Emails—Email that is neither commercial nor transactional.

Learn more about the U.S. CAN-SPAM Act.

4. False. Most spam emails are harmless.

Most spam is benign, but about 2.5% of all spam is malicious—scams, fraud, and identity theft.

5. Maybe. It depends where your recipient is located.

When people from other continents and countries subscribe to your content you must obey the appropriate laws of that jurisdiction.

For recipients residing in the European Union (E.U.), your company must comply with stricter regulations than in the United States. The European Union began to require adherence to its General Data Protection Regulation (GDPR) in May 2018. The GDPR and its subsequent incorporation of additional privacy rights include the following:

  • Individuals must consent to emails with a clear, affirmed consent— not a pre-checked box.
  • Email recipients must be able to easily revoke consent.
  • Individuals have Data Protection Rights, such as the right not to be profiled or have decisions made about them solely based on automated processes.
  • Customers may only receive emails for services or products to which they expressly consented.
  • Individuals have the right to have their data deleted (i.e., “to be forgotten”) if they withdraw consent.

Similar regulations exist if you communicate with (or could potentially communicate with) any Canadian residents. Besides clear, easily revocable consent and company identification, companies also must keep records of consent for any Canadian residents.

Likewise, the California Consumer Privacy Act (CCPA) of 2018 gives California residents the right to know how a business collects, uses, and shares Californian’s personal information. It also provides the right to require a company to

  • Delete their information.
  • Opt out of the sale of their information.
  • Not be discriminated against for exercising these rights.

Furthermore, the law applies to for-profit companies that meet any of the following criteria:

  • Conduct business in California and earn gross revenue greater than $25 million.
  • Buy, obtain, or sell information for more than 50,000 California residents’ households or devices.
  • Earn 50% or more of annual revenue from selling information of California residents.

The law requires a written privacy policy that includes the consumer’s privacy rights and how to exercise them.

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Email Marketing Quiz Answers (continued)

6. False. List segmentation can increase revenue by as much as 760% and improve open rates.

In 2023, segmentation will be augmented by more personalization, increased email automation, and enhanced optimization.

Its inherent effectiveness is derived from its relevance to the recipients since list segmentation may be based on factors such as:

  • Buying habits.
  • Stage of the marketing funnel.
  • Interests
  • Behavioral triggers.

Subscriber segmentation improves open rates.

7. False. Personalized subject lines spawn 50% higher open rates.

Email personalization (the practice of using data to tailor an email to the email recipient) can be as simple as using the subscriber’s first name in the subject line. Personalized subject lines are highly effective at increasing open rates.

With the use of automation and AI, emails will continue to become more personalized. Behavior triggered email automation is another form of personalization.

8. False. Purchased or rented lists have infamously higher bounce rates and low email open rates.

As a result of those metrics, email service providers (ESPs), such as Gmail, Outlook, and others, are likely to see your emails as spam.

Therefore, ALL your emails (even the ones you legitimately collected) may end up in spam folders.

You also run the risk of sending emails to those who did not properly opt in to receiving your emails. This can result in hefty fines. With users’ permission, collect email addresses at every stage of interaction.

One way to do this is to email customer receipts at the time of transaction—particularly if repeat business is possible. Furthermore, you can gather email addresses through paid social media campaigns. Another very common way to collect emails is to offer a newsletter, blog, eBook, or other valuable resource in exchange for an email address from your prospect or your customer (or client). Great content can also be a “lead magnet” that attracts people to your website and content.

9. False. AI can supercharge your email marketing strategy while optimizing the user experience.

Together, an email marketing strategist and AI can be a powerful team. The strategist develops complex campaigns, “teaches” the technology about your company’s messages, or generates draft content.

In turn, AI determines what content to serve to which customers, and when it’s best sent. AI advantages in email marketing purportedly:

  • Saves time.
  • Improves open rates.
  • Enhances click-through rate.
  • Increases revenue.

Moreover, AI can create personalized and laser-focused subject lines so marketers no longer need to decide which subject line to send to which subscriber.

AI can also generate portions of email or newsletter content that are also customized to the subscriber, utilizing deep learning technology to analyze each subscriber’s behavior from interactions with websites, email, mobile apps, and more. In other words, they use past behavior and interests to predict future behavior.

There are many email AI platforms that can supercharge email marketing in countless ways.

10. True. Companies found that more than half of automated “welcome emails” also drove a sale.

Similarly, about 40 percent of “abandoned cart” emails prompted an order.

Sending an email at the wrong time or once too often can prompt the death of your digital relationship.

An automated email is an email that a company sets up once. It is then activated or sent by a subscriber’s behavior (a trigger) or a set timing.

This type of email is designed to be sent to the right person, at the right time, for the right reason.

More than ten percent of automated birthday emails and browse abandonment emails produced a sale.

As a comparison, scheduled campaign emails that companies sent around holidays or other themed messages averaged just under 7 percent conversion rates.

Read 11+ Email Marketing Tips for Small Businesses, Startups, and Entrepreneurs

Nancy Burgess

Nancy Burgess is the owner of Nancy Burgess Strategic Marketing, a marketing consulting firm and online agency. In that role, she integrates her corporate success as a digital marketer along with her marketing agency experience in marketing communications and branding to help businesses prosper. Nancy's specialties are search engine optimization (SEO) and content creation. She graduated from the University of Illinois in Champaign-Urbana, holds a master's degree, and also multiple marketing certificates from DePaul University's graduate school. She is a frequent presenter on SEO strategies and has worked in digital marketing since the late 1990s. As someone who can strategize AND execute, Nancy offers digital and traditional marketing services to SMBs. Agency value without agency fees. Along with SEO and content strategies, Nancy's agency offers website design, marketing automation, integrated marketing strategies, and branding to her clients.