Despite the technological improvements in marketing, including social media and other modern options, email marketing has stood the test of time. It is and remains influential decades after its inception. If you are an email marketing specialist seeking employment, there are questions your hirer is likely to ask to assess your capabilities and experience level.
Below is a sample of some top email marketing interview questions you will likely be asked in an interview sitting.
1. What Interests You Most About Email Marketing?
Email marketing is a cost-effective way of getting the most out of a marketing campaign. One of my greatest desires is to see small-scale businesses thriving, and one way to excel is to capitalize on a digital marketing strategy that converts. I believe an email marketing strategy is inexpensive and guarantees a broader reach with a well-thought-out email campaign. It is an effective way to launch a product, build relationships, drive sales and maximize the profitability of your marketing campaigns.
2. How Do You Update Yourself With Current Email Marketing Trends?
Technology keeps evolving, and so is marketing. There are numerous information sources to update any professional email marketing expert. Some of my favorite email marketing news sites include HubSpot, Litmus, and Email on Acid, among many others. For more product-specific information, I utilize sites like The Spot for Pardot, a tremendous community resource for marketing experts integrating Salesforce clouds and tools.
3. How Does Mailability Differ From Deliverability?
Many people confuse when asked to differentiate between mailability and deliverability. This is because they both explain why an email can or cannot make it to a recipient’s inbox. However, from my understanding, I can confirm that the two terminologies differ in several ways.
Mailability relates to your status with a recipient that permits you to send emails. It all depends on whether consent allows you to send emails. You can acquire authorization when the recipient invites you to do so by subscribing to your mailing list. Or, you can get consent by requesting to be added to the recipient’s contact list. You can achieve this online through website pop-ups, sales phone calls, or by use of email campaigns.
Deliverability relates to whether you have access to a recipient’s inbox at a specific date and time. Having the consent to do so doesn’t guarantee that your email will be delivered. Factors affecting deliverability are inconsistent and hence the need for email authentication. Some of these factors include misspelled email addresses or deactivated email addresses. Also, temporarily unavailable status is caused by server downtime, incomplete setup, or the recipient’s inbox being at full capacity.
To shield your email from landing in the spam folder or eliminate email spoofing, authenticating your ID or avoiding spam-like content is a good solution.
4. Why Is Understanding Deliverability And Mailability Important?
When you recognize the extent of your mailable database means, you can better estimate the reach your email campaign can have. Suppose you have a list of 250 prospects, but only 100 are mailable. You are better placed to decide whether to change your audience, allocate less time or reduce the budget.
Mailability and deliverability knowledge will help you to set realistic goals, make conversion estimates and foretell email marketing campaign outcomes. You can distinguish defunct emails from those likely to be activated.
5. How Would You Differentiate A Hard From A Soft Bounce?
Misspelling an email address may initially lead to a soft bounce but, over time, will progress into a hard bounce. For instance, in many email marketing platforms, a certain number of soft bounces convert to a hard bounce, leading to the record being marked unavailable.
A soft bounce refers to a temporarily unavailable status due to server downtime, a fully packed recipient’s inbox, or an incomplete setup. Alternatively, a hard bounce refers to a permanent unavailable status caused by a deactivated inbox or a misspelled email address.
6. Give Examples That Distinguish Demographic Data From Firmographic Data
Demographics include an individual’s data, such as job title, name, age, gender, etc. On the other hand, firmographics refers to data relating to businesses. Such industry-related information includes the industry and number of staff and information that is mainly applicable in B2B account-based marketing.
7. In Your Experience, How Many Types Of Emails Are There, And When Would You Send Them Out
My six years in email marketing have helped me distinguish the different types of emails. Some of these include:
- Marketing or promotional emails which include emails about a new product, a sale, or a product upgrade.
- Operational emails that help maintain regulations such as service updates, updates to privacy policies, and so on.
- Short messages are auto responders for confirmation following form submission, appreciation for making a purchase, or a welcome text after subscribing to a mailing list.
8. How Is Incorporating A Landing-Page Useful In An Email Marketing Campaign
A landing page makes an effective marketing tool if you wisely utilize it in email marketing. It encourages a potential customer to take the desired action. Whether you want prospects to subscribe to your newsletter, make a purchase or join a community, a landing page can help in marketing and simplify the onboarding process. These pages are designed to make the desired action evident by making it difficult to circumnavigate away from it.
After successfully designing a landing page, you can use email content to link to the landing page with detailed information to help the recipient have a better understanding of whatever message you want to pass..
9. To Effectively Create Email Marketing Content, You Need Specialized Experience. Do You Have Any Copywriting Expertise?
To succeed in this industry, you need proficiency in copywriting that is persuasive, engaging, and not salesy. I have joined numerous short online courses to perfect my writing skills and improve in constructing impactful campaigns. Though I am not a professional copywriter, I have improved and can write email content that drives traffic and converts.
I also spend my free time reading helpful resources, attending workshops and engaging my mentors in areas I need to improve. By so doing, my copywriting prowess has been progressive, and I can now confidently draft a compiling email marketing strategy for the right market leading to conversions.
10. For An Email Marketing Campaign To Be Successful, It Needs Close Monitoring. Which Tools Or Channels Are You Conversant With When Analyzing Metrics To Ensure Your Email Performance Is On Track
One advantage of email marketing is its flexibility to be done at multiple levels, and many email marketing platforms come with their in-built reporting. Some of these platforms upgrade their reporting to include a comprehensive analytics exploration of the ultimate number of conversions, the impact of a campaign, and client demographic.
11. Describe The Difference Between Click-To-Open Rate And Click-Though-Rate
Click-through rate refers to the collective recipients clicking on a link out of all beneficiaries that received that email.
Likewise, click-to-open-rate refers to recipients who clicked on a link out of the beneficiaries who opened the email.
12. One Effective Email Marketing Practice Is To Maintain A Clean Database. How Do You Update Databases?
Some practices that have helped me improve my email marketing strategies are periodically examining my databases, analyzing them, and upgrading them. To succeed, I constantly audit my mailing list. I investigate all subscribers taking note of their engagement. For those who have taken more than six months without interaction, I archive and separate them from the rest. After a prolonged period of inactivity, I have no option but to remove them from the database. I also clean my lists to remove spam records and any misleading content.
13. Email Management Can Be Time-Consuming And Needs Proper Planning. How Do You Prioritize Tasks And Organize Your Workload?
The first thing I do is audit all my duties and prepare a checklist. In the list, I note the skills needed and the turnaround timelines. From my years of experience handling related tasks, I have found Asana, Trello, or Buffer to be very effective.
With these project management tools, I can schedule tasks, collaborate with relevant teams and complete the project on time. For specific email management tasks, I use MailChimp, AWeber, or HubSpot, which are practical email marketing tools. These tools are very beneficial as they help grow email lists, aid customer engagement, and help increase conversions.
14. In Your View, What Are Some Common Causes Of Unsubscribes?
Some of the reasons why people unsubscribe to emails include:
- Sending them too many emails.
- Emails appearing as spam
- Targeting the wrong audience
- Sending irrelevant emails
- Readers forget they subscribed
- Emails are not tailored to reader preferences.
- Too much content
- Too little content
15. The Essence Of Email Marketing Is To Ensure Subscribers Open And Read Your Emails. What Can You Do To Minimize Or Eliminate Unsubscribes? And How Can You Monitor Unsubscribes?
From my appointments, I have learned that people will only open emails they find relevant. So, before sending any emails, I first study the audience to find out how they got to my mailing list in the first place. Knowing what led them to subscribe, I can tell the kind of content they find helpful. Once I identify subscriber preferences, I only send relevant emails. I avoid unsubscribes by being selective.
I can single out high unsubscribe trends from the email campaigns conducted by examining all the emails sent. Utilizing email marketing tools is beneficial as they help analyze and monitor subscribers. With these tools, you can know why certain people unsubscribe, subscribe, open emails, or never open links. These tools give an overview of how an email marketing campaign is performing.
16. Suppose You Have Taken Over An Email Marketing Campaign But Discover An Alarming Rate Of Unsubscribes After Sending A Couple Of Emails. What Will You Do In Such A Case?
After making several mistakes in the past, I stopped sending emails blindly. Before doing it, I first study and analyze my mailing list and make sure I segment it appropriately. After undertaking a comprehensive analysis, I engage in bulk emailing. Otherwise, doing so without any foresight is an act of futility.
17. Define The Term Spam Complaints
Spam complaints refer to a situation where recipients single out your email as not welcome in their inbox. It happens when they’re unfamiliar with the sender. They never gave the authorization to receive emails from you, or the email content is irrelevant or offensive.
18. From Your Experience, Have You Ever Encountered Spam Complaints? How Did You Sort Out The Challenge?
It is critical that you dont take spam complaints lightly, as they can negatively impact impending email deliverability. Soon after leaving college, I got an opportunity to work at Detex Inc. as an email marketing professional. My tasks were to handle all matters about email marketing, from enlisting subscribers and sharing helpful information to organizing brand awareness campaigns.
Because I was inexperienced, I didn’t conduct due diligence and sent emails indiscriminately. After some time, I noticed a backlash that led to multiple unsubscribes I couldn’t understand.
After liaising with my mentor, he helped me realize my mistakes, and I was able to rectify them. Since that day, I don’t send emails recklessly but take time to study the audience’s needs and preferences before sending out any emails. I only send relevant and specific targeted emails, which I found have been very effective to date. Still, after the backlash, I learned to segment lists and analyze recipients’ actions after sending emails.
19. Success In Email Marketing Requires Problem-Solving Skills. What Deliverability Challenges Have You Encountered?
The most significant deliverability challenge I encountered as a budding email marketing specialist was immediately sending emails. I received a high complaint rate which lowered my credibility and led to many emails ending in spam folders.
Some recipients receive multiple emails but hardly open any. Such inactivity leads to more and more emails ending up in the spam folder. When this happens, there’s a need to audit the list and remove inactive contacts.
Another deliverability challenge I’ve encountered is experiencing a high bounce rate. From my experience, I have learned that sending emails without a plan is detrimental to the success of an email campaign. A bounce rate is caused by outdated, deactivated, or inactive email addresses, affecting a sender’s reputation.
Lastly, sending too many campaigns can overwhelm even the best subscribers. Most of these emails will land in spam folders, and worse still, an increase in unsubscribes leaving your mailing list.
20. What Approach Did You Take To Help You Manage The Deliverability Challenges Mentioned Above?
The deliverability challenges helped me audit myself to see what I wasn’t doing right. First, I committed to improving my profile to increase my score rate. I stopped sending emails indiscriminately and focused on sending highly engaged lists, which guaranteed a better click rate.
I accomplished this by sending emails to recipients that had subscribed and consented to receive my emails. Identifying how a recipient lands on your mailing list can also help you understand what kind of emails appeals to them.
I learned the hard way that sending bulk emails to many recipients at a go is a terrible idea. Because people may misunderstand and assume it’s a threat or spam attack when you send large batches in one day.
Finally, I had to commit to cleaning my contact list at least once every year. Decluttering an email list is essential as many subscribers, especially those using work emails, deactivate them on leaving those organizations. You must avoid ignoring a recipient’s inactivity and should stop sending such emails to avoid spam traps.
21. Email Marketing Has Many Facets. In Your Opinion, What Are The Features Of An Email Design?
Having been part of teams developing email marketing strategies, I can affirm that having a responsive design can boost an email marketing campaign. The email layout, subject lines, and call-to-action buttons are fundamental aspects that need attention when designing an effective and professional email.
Making sure an email is accessible to people that are abled differently is also essential. As you come up with a design, make sure you can accommodate people with cognitive impairments, hearing challenges, or blind, making sure they can access information without hindrances.
22. What Does It Entail To Grow An Email List?
Growing an email list entails increasing the number of email addresses you contact through your email marketing strategies—the more extensive the list, the wider the audience. Apart from growing your subscriber list, an effective email marketing strategy should increase the open rate and encourage conversions.
23. The Primary Objective Of A Marketing Strategy Is To Grow. What Techniques Do You Intend To Use To Grow An Email List?
As soon as you hire me, I will begin by applying a free offer with every new email sign-up on the e-commerce site. Free offers will encourage new users to sign up for the email list. Many brands use this technique due to its effectiveness. Secondly, I will redesign the email campaign to attract women, your primary target audience. I would also enhance the content, which can help increase engagement. Thirdly, I would create a contest and send giveaways via email to boost engagement and grow the email list.
Being in the industry for over five years has helped me improve the quality of content I create for my campaigns. Your brand produces high-quality skincare products targeting wealthy middle-aged women. For product launches, I may say, “New arrivals: Enhance your appearance for Christmas festivities.” The subject establishes a call to action and a time frame. Another option would be to customize titles for marketing offers. A good example would be “Skincare offers for the festive season,” Get 30% off; the offer ends in a few hours or Madge Beauty: Your skin deserves this and more.
25. Kindly Define Ctr And Metrics For Your Last Email Campaign
CTR stands for click-through rate, which helps quantify the number of email click-throughs to the website. An increase in CTR is an indication of a successful campaign. My previous campaign had a CTR rate of 18% and a 16% conversion rate. From these metrics, I can tell that the campaign was successful, primarily because inflation had pushed production overheads up, forcing the merchandise to retail at a higher cost.
26. Have You Ever Failed In An Email Marketing Campaign? What Adjustments Did You Make?
Last month, I was part of a group working on a campaign to reach a younger audience other than our usual consumers. The campaign led to few conversions, with minimal new subscribers joining our mailing list.
If I were to retake such a project in the future, I would ensure the campaign had a more expansive appeal that comprises our leading target group. Still, I would ensure the campaign includes new audiences without alienating existing ones. Also, minimizing email frequency so as not to overwhelm subscribers is a reasonable consideration.
27. In Email Marketing, Your Main Objective Is To Grow Email Lists. How Can You Attract Old Clients Back To The Fold?
In my working experience, I’ve realized that a low return rate is a challenge. One good tactic I would incorporate would be to offer free samples to returning customers. Another option is to give discounts on their first purchase after returning. I would also commit to creating targeted emails with helpful information that meets their needs.
28. Email Marketing Is An Ever-Evolving Industry. How Do You Update Yourself With The Latest Tools?
My experience has allowed me to experiment with multiple email marketing platforms. I attend workshops and seminars and subscribe to industry-related blogs I read during my free time to update myself.
29. How Would You Distinguish A Brand From A Good Email Marketing Strategy?
A good email strategy must be captivating so that receiving emails from them heightens your curiosity, and you want to open them immediately. I also feel an excellent subtitle with a catchy phrase can influence someone to open an email.
The brand should have a good design, intuitive click-through call to action, and clear messaging.
30. Describe To Us Your Daily Routine
My day begins with a departmental meeting to brief my team and update each other. I then analyze my checklist to determine which tasks need prompt attention so as not to miss deadlines. Then I check and respond to emails from the previous day. I then create new campaigns for future or existing brands and schedule them after successfully segmenting my email list. If time allows, I spend the rest of the afternoon networking or updating myself on current affairs.
These are a sample of questions in an email marketing interview session. Update yourself with current industry trends to showcase your readiness to take future opportunities. If you are interviewing for positions that require specific software, take time, practice using those software applications, and familiarize yourself with how they operate.