Digital Marketing · Level 4 of 5 · Advanced

Email and paid ads

Grow a list, write campaigns, and run small ad tests.

Study notes

Build an email list with permission. Offer something useful for signing up and never buy lists.
Good emails have one main purpose, a clear subject line, and one clear call to action.
Open rate, click-through rate, and unsubscribe rate show how a campaign performed.
Paid search ads target people actively searching. Social ads target interests and audiences. Start small and test.
A/B testing compares two versions that differ in one thing, such as the subject line, so you learn what caused the change.

Quiz: 6 questions

Choose one answer for each question, then check your answers. Score 5 of 6 to pass. Then enter your name and email to download a PDF certificate and have a copy emailed to you. Answers are graded in your browser.

1. Buying an email list is:

A bad practice that hurts deliverability and trust Best practice Required Free

2. An email with five different calls to action usually:

Confuses readers; one clear action is better Performs best Is required Never gets opened

3. Click-through rate is:

Clicks divided by emails delivered (or impressions for ads) Total revenue Number of subscribers Unsubscribe count

4. Paid search ads reach people who:

Are actively searching for related terms Never use search Only read print Live offline

5. In an A/B test you should change:

One thing at a time Everything at once Nothing Only the date

6. A good reason someone joins your list is:

You offered something useful, like a guide or discount You added them without asking You bought their address They were in a raffle by mistake

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