Given an Email Campaign, Describe the Steps Involved to Analyze the Performance Results. MARKETING-CLOUD-ENGAGEMENT-SPECIALIST Practice Questions (Page 6)

Questions 26–27

1. 26expert · hard

   A retail company sends a seasonal sale email. The report shows a 35% open rate and a 6% click-through rate. The company's goal was to achieve a 10% click-through rate. The marketing team is debating the cause. Which analysis would provide the MOST decisive evidence to determine whether the low click-through rate is due to the email content or the audience targeting?

   • AAnalyze the click-through rate by the subscriber's past purchase behavior
   • BCheck the bounce rate for the email
   • CCompare the click-through rate to the click-through rate of the same sale email from last year
   • DReview the open rate for the email
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2. 27expert · hard

   A marketing team sends a weekly newsletter. Over the last two months, the open rate has increased from 30% to 40%, but the click-through rate has decreased from 4% to 2%. The team also notices that the number of unsubscribes has increased slightly. The team is considering two actions: (1) improving the subject lines to maintain the high open rate, or (2) overhauling the email content to improve clicks. Which action is BEST supported by the data?

   • ADo both actions simultaneously, because both metrics are declining
   • BStop sending the newsletter, because the increase in unsubscribes indicates the audience is losing interest
   • CImprove the subject lines, because the open rate is the primary driver of engagement
   • DOverhaul the email content, because the increasing open rate suggests the subject lines are working, but the content is not compelling enough to drive clicks
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