The document is a list of 66 questions about email marketing best practices answered by Mark Kilens and Jeanne Hopkins. It covers topics such as email metrics, templates, content, segmentation, deliverability, and lead nurturing. The questions provide guidance on how to optimize email campaigns, measure performance, and engage subscribers effectively.

1. 60 Email Questions
Answered
Mark Jeanne
Kilens Hopkins
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2. #60in60
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3. What is a hard bounce?
3

4. Most important email
metrics to track?
4

5. How many images
per email?
5

6. What is an ESP?
6

7. What is a soft bounce?
7

8. Are multiple email
templates a good idea?
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9. What about social-
sharing icons?
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10. What is lead nurturing?
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11. What’s the average CTR for
B2B emails?
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12. What’s the average CTR for
B2C emails?
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13. How much content is
enough for an email
newsletter?
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14. Should I post my email
newsletter on my website?
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15. What is an acceptable
unsubscribe rate?
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16. How can I promote my
email newsletter?
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17. How frequently should I
email my list?
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18. Who should the
email “From:” be?
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19. How many offers should I
include in my email
message?
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20. When should I send my
email messages?
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21. How do I segment my
email list?
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22. What is a tracking URL?
22

23. How would I use a tracking
URL in my email?
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24. How do you measure
Open Rate?
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25. What is CAN-SPAM?
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26. What makes a good
subject line?
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27. What is a plain-text email?
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28. Should I test my emails?
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29. What should I measure?
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30. What is an email firewall?
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31. What is a spam filter?
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32. Do email clients
automatically accept
images in email
messages?
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33. Why is lead nurturing
important?
33

34. Is buying a3 rd-partyemail
list a good idea?
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35. What does “opt-in” or
“double opt-in” mean?
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36. How many links is too
many in an email?
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37. What is an “out of office”
reply?
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38. What does “previewing”
an email mean?
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39. Should email messages be
mobile-optimized?
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40. How often should I change
out my email template?
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41. What is a privacy policy?
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42. How can I set expectations
with my subscribers?
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43. What is an email
newsletter?
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44. How can I avoid having my
emails getting caught in a
spam filter?
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45. Should I “sign” my email
messages?
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46. What are some email list
segmentation ideas?
46

47. What does “view in
browser” mean?
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48. What specific things
should I be testing in my
email marketing efforts?
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49. What 3 things should
be measured?
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50. What words should you
avoid in your
subject lines?
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51. What is a seed list?
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52. How can I improve my
email deliverability rate?
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53. Are unsubscribes bad?
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54. How can I improve on the
CTR for my CTAs?
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55. How can I make my email
message stand out in the
Inbox?
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56. Should I be measuring the
open rate of my emails?
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57. Does my email marketing
program need to have an
objective?
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58. Are there specific words I
should avoid in my email
subject lines?
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59. How long should my lead
nurturing campaign last?
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60. Should I have someone
ready to respond to email?
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61. Is social media going to
replace email marketing?
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62. Will Facebook’s new Send
button impact email
marketing?
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63. What makes a
successful email?
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64. What makes a successful
email campaign?
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65. What makes a successful
email lead nurturing
program?
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66. Did we answer all of your
questions?
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