Mailchimp Email Automations Certification Answers 2024

A week has passed since Jacob launched his customer journey and he wants to see how things are going. What would you tell him to help him track the results of his customer journey? Select 2 Correct Responses

1. He can navigate to the Reports section within Campaigns to see the exact results of his customer journey.
2. Once 35 contacts have completed the customer journey, he’ll be able to see key stats and results.
3. Key stats will appear on tag and email actions within a journey map as contacts reach those journey points.
4. He can see the number of contacts who have started a customer journey on the Customer Journey homepage.

Correct Answer :

• Key stats will appear on tag and email actions within a journey map as contacts reach those journey points.
• He can see the number of contacts who have started a customer journey on the Customer Journey homepage.

Both business objectives and marketing objectives are essential to every campaign. Classify each of the following examples of measurement as either business objectives or marketing objectives: (Drag and drop the types of objectives listed below to match them to the correct examples.)

1. Click-through rates – business objective
2. Incremental profit growth – business objective
3. Time engaged on content – marketing objective
4. Adding new customers – marketing objective

Correct Answer :

Business objectives are the overall goals of a company, such as increasing profit, market share, or customer satisfaction. Marketing objectives are the specific goals that a company wants to achieve through its marketing activities, such as increasing brand awareness, generating leads, or driving sales.

Click-through rates (CTR) are a measure of how often people click on a link, which is a marketing objective because it helps to measure the effectiveness of a marketing campaign in driving traffic to a website.

Incremental profit growth is a measure of how much profit a company is making over time, which is a business objective because it measures the overall financial success of the company.

Time engaged on content is a measure of how long people spend reading or watching a piece of content, which is a marketing objective because it measures the level of interest that people have in a company’s products or services.

Adding new customers is a measure of how many new customers a company is acquiring, which is a marketing objective because it measures the growth of the company’s customer base.

Fill in the blank: A ________________ rule requires that a contact stays at a journey point until they trigger the next point in their journey via a specific action. With a ________________, contacts can’t continue down a path for a period of time that you choose.

1. pause; hold
2. wait; delay
3. delay; wait
4. hold; pause

Correct Answer :

• wait; delay

Fill in the blank: Behind the scenes, customer journeys can help you create workflow efficiencies by ________________.

1. predicting which email template you’ll want to use when building a campaign
2. automating CRM actions like tagging contacts
3. predicting user behavior to determine the path a contact may take

Correct Answer :

• automating CRM actions like tagging contacts

Fill in the blank: Mailchimp’s Marketing API lets you create ________________ powered by ________________ that is/are important and relevant to your business.

1. custom automations; data science
2. bulk emails; customer information
3. unique starting points; behavioral data
4. personalized campaigns; custom events

Correct Answer :

• unique starting points; behavioral data

Fill in the blank: The first step in Mailchimp’s 3-step framework to develop an email automations strategy is “Identify the key ________________ that support your business goals.”

1. triggers
2. customer journeys
3. customer interactions
4. email automations

Correct Answer :

• customer interactions

Fill in the blank: When considering the logic behind branching points, there are 2 core concepts to understand: ________________ and ________________.

1. Starting points; automations
2. Rules; actions
3. Prompts; branches
4. Kick-offs; triggers

Correct Answer :

• Prompts; branches

Fill in the blank: With Customer Journeys from Mailchimp, you can build automated journeys that help you create ________________.

1. ongoing one-to-one connections with your contacts
2. a unique, custom-built interface for each of your postcard campaigns
3. bulk emails aimed at your entire address book
4. engaging, personalized emails for all specially tagged contacts

Correct Answer :

• ongoing one-to-one connections with your contacts

For an email automation to be successful, it must be: Select 3 Correct Responses

1. Finalized quickly and efficiently
2. Regularly analyzed and refined
3. Focused on a clear objective
4. Designed around customer behavior

Correct Answer :

• Regularly analyzed and refined
• Focused on a clear objective
• Designed around customer behavior

How can the Events endpoint help you build more personalized customer journeys? Select 2 Correct Responses

1. It can tell you the time since a contact’s last login
2. It can provide information on a contact’s location
3. It can tell you the date and time a page was visited on your website
4. It can tell you if a contact accessed your site through desktop or mobile

Correct Answer :

• It can tell you the time since a contact’s last login
• It can tell you the date and time a page was visited on your website

How can the Tags endpoint help you build more personalized customer journeys? Select 2 Correct Responses

1. It can tell you the date and time a page was visited on your website
2. It can provide information on a contact’s location
3. It can tell you the time since a contact’s last login
4. It can tell you if a contact accessed your site through desktop or mobile

Correct Answer :

• It can provide information on a contact’s location
• It can tell you if a contact accessed your site through desktop or mobile

How could you use an If / Else branch in a customer journey to build a strong post-purchase campaign?

1. You can set an If / Else branch that confirms if a contact bought a paired product after buying one item in that pair
2. You can set an If / Else branch that creates a pop-up asking customers to confirm if they purchased both products
3. You can set an If / Else branch that funnels contacts to a new customer journey based on their purchase decision

Correct Answer :

• You can set an If / Else branch that confirms if a contact bought a paired product after buying one item in that pair

How might you use rules and actions in a customer journey to build a strong welcome series? Select 2 Correct Responses

1. Add a delay of 1 week to your customer journey before sending a follow-up email that builds on your original welcome email
2. Select the hold action, ensuring your email is only sent after the proper conditions are met
3. Add a wait rule that triggers a unique welcome email based on your contact’s behavior
4. Set an If / Else branch that confirms if a contact engaged with previous emails within the campaign

Correct Answer :

• Add a delay of 1 week to your customer journey before sending a follow-up email that builds on your original welcome email
• Set an If / Else branch that confirms if a contact engaged with previous emails within the campaign

In order to keep your campaigns successful over time, it’s important to analyze and refine your automations to improve their performance. What are 3 ways you can analyze the success of your automations? Select 3 Correct Responses

1. Look at your customer journey map to double-check that your branching points lead contacts down the right path based on their behavior
2. Identify the customer metrics that have decreased, like conversion rate and NPS score
3. Check the impact these automations have had on your business metrics, such as revenue, sales volume, and new customer orders
4. Review key marketing metrics like open rate and CTR to determine what is and isn’t working

Correct Answer :

• Look at your customer journey map to double-check that your branching points lead contacts down the right path based on their behavior
• Check the impact these automations have had on your business metrics, such as revenue, sales volume, and new customer orders
• Review key marketing metrics like open rate and CTR to determine what is and isn’t working

In what ways can Mailchimp’s Customer Journeys help your business? Select 2 Correct Responses

1. It’s based on an individual’s behavior, so your contacts will always receive content that’s relevant to them
2. It predicts a contact’s actions, determining which email they’ll like most before anything is sent
3. It specializes in creating bulk emails for all of your contacts, letting you save time while Mailchimp gets to work
4. It’s powered by an easy-to-use, intuitive interface that includes drag-and-drop functionality

Correct Answer :

• It’s based on an individual’s behavior, so your contacts will always receive content that’s relevant to them
• It’s powered by an easy-to-use, intuitive interface that includes drag-and-drop functionality

Jacob has added an email to the No path on his If / Else branch. What should he consider adding to the Yes path?

1. Nothing—he’s all set.
2. A follow-up email reminding Jacob’s contacts about his new app
3. An email that offers tips on how to use Jacob’s new app

Correct Answer :

• An email that offers tips on how to use Jacob’s new app

Jacob, a digital entrepreneur, is launching a second app and wants to build a customer journey announcing the new app to all of his contacts. As part of his customer journey, he’d like to send a follow-up message to anyone that doesn’t open his first email after one week. Jacob’s almost finished building his customer journey—he just needs to add a final action to the Yes and No paths in his If / Else branch. Before he continues, he wants you to review his current customer journey. Looking over the image below, are there any immediate changes he should make to the journey he’s built so far? If so, what?

1. Yes. Jacob needs to change the delay to a wait rule to ensure a proper wait time before re-engaging contacts.
2. No. Jacob is on the right track—the If / Else branch in his customer journey will ensure he is able to follow up with contacts appropriately.
3. Yes. Jacob needs to change the condition of the delay to 7 days to ensure his follow-up email is sent at the right time.
4. Yes. Jacob needs to add a tag to each contact after the delay so that the If / Else branch can properly funnel contacts based on their behavior.

Correct Answer :

• Yes. Jacob needs to change the condition of the delay to 7 days to ensure his follow-up email is sent at the right time.

One of your clients wants to try building a customer journey on their own. What are some features you might highlight to emphasize how easy to use the Customer Journey builder is? Select 3 Correct Responses

1. Drag-and-drop functionality makes it easy to add a rule or action to a journey map
2. The visual interface provides high-level statistics on your contacts’ interactions with each journey point
3. The add or remove tag action lets contacts add tags to products they’re interested in purchasing
4. Rules, like branching points, help guide a contact’s journey based on what you know about them and their behavior.

Correct Answer :

• Drag-and-drop functionality makes it easy to add a rule or action to a journey map
• The visual interface provides high-level statistics on your contacts’ interactions with each journey point
• Rules, like branching points, help guide a contact’s journey based on what you know about them and their behavior.

Reminding a customer to complete a purchase after abandoning their cart is an example of which type of email automation?

1. Single-step automation
2. Multi-pathway automation
3. Conditional workflow
4. Multi-step automation

Correct Answer :

• Single-step automation

True or false: Because customer journeys allow you to add or remove tags from contacts at every step within a journey, you can: learn more about your contacts, more accurately segment your contacts via tagging, and improve your user segmentation.

1. False
2. True

Correct Answer :

• True

True or false: Event-based starting points focus only on recurring dates, like birthdays, holidays, or the anniversary of the date that a contact first signed up for your service.

1. True
2. False

Correct Answer :

• False

True or false: To help you develop more complex customer journeys, Mailchimp’s Marketing API can collect information from your site or app regarding your contacts’ activity and pass that information along to Mailchimp. In addition to general contact information, the API allows for the collection of two very specific types of information, through the Tags and Events endpoints.

1. False
2. True

Correct Answer :

• True

True or false: With the send email action in Mailchimp’s Customer Journeys, you can build an email using a previous campaign as a template, or create your email from scratch by selecting a new template. Regardless of how you build your email, you’ll never have to leave the Customer Journey workflow.

1. True
2. False

Correct Answer :

• True

What are the benefits of pre-built journeys in Mailchimp’s Customer Journeys? Select 3 Correct Responses

1. Reviewing the predefined workflows and settings of pre-built journeys can help you expand your understanding of other automation strategies
2. Instead of building every journey from scratch, you can save time by selecting a pre-built journey
3. They’re fully customizable, so you can tweak them to meet the specific needs of your business
4. Pre-built journeys offer more depth—they’re the only customer journeys that let you include multiple starting points

Correct Answer :

• Reviewing the predefined workflows and settings of pre-built journeys can help you expand your understanding of other automation strategies
• Instead of building every journey from scratch, you can save time by selecting a pre-built journey
• They’re fully customizable, so you can tweak them to meet the specific needs of your business

What is a starting point?

1. An event, triggered exclusively by a contact’s behavior, that kicks off a customer journey
2. An event- or date-based condition that determines when a contact enters a customer journey
3. A trigger that affects a customer’s lifetime value (CLV)

Correct Answer :

• An event- or date-based condition that determines when a contact enters a customer journey

What is an example of an activity-based starting point? Select 2 Correct Responses

1. A contact purchasing a product
2. The way a contact interacts with the emails you send
3. A specific date, like a contact’s birthday
4. A recurring date, like an annual event

Correct Answer :

• A contact purchasing a product
• The way a contact interacts with the emails you send

What is an example of an event-based starting point? Select 2 Correct Responses

1. A specific date, like a contact’s birthday
2. A recurring date, like an annual event
3. A contact purchasing a product
4. The way a contact interacts with the emails you send

Correct Answer :

• A specific date, like a contact’s birthday
• A recurring date, like an annual event

What is one of the key benefits of the add or remove tag action in Mailchimp’s Customer Journeys?

1. Tags can be automatically added or removed based on a contact’s behavior
2. Tags can be edited and adjusted based on contact feedback
3. Tags can be changed at a later date by clicking Bulk Change

Correct Answer :

• Tags can be automatically added or removed based on a contact’s behavior

Where should you go in your Mailchimp account if you want to build a single-step email automation instead of a customer journey? Select 2 Correct Responses

1. When creating a customer journey, select Classic Automations
2. You can access the Single-step Automations tab within the All Campaigns page
3. You can access the Create an Automation Email tab within the Create an Email page
4. Smart recommendations will recommend a single-step automation to you when building a customer journey

Correct Answer :

• When creating a customer journey, select Classic Automations
• You can access the Create an Automation Email tab within the Create an Email page