Email Specialist Certification Review

Northern Trail Outfitters' marketing team includes the nearest store to customers in the template of its emails. This data extension only needs to be updated when store information changes, such as when a new store opens or a store closes. How could this be achieved?

Create a file drop automation to import the file when placed on the specified directory on the Enhanced SFTP.

A marketer wants to automate the overwrite process of the content within a data extension on a weekly basis. How would the marketer accomplish this task using Automation Studio?

Create an Import Activity to use in Automation Studio Workflow

A marketer for Northern Trail Outfitters needs to share multiple assets in Content Builder for a campaign with another business unit in their account. How should the marketer share these assets?

Create and share a new folder for the assets in Content Builder.

Northern Trail Outfitters sends a monthly email regarding updates to their blog. They have noticed only a few people are engaging with the content and want to redesign to increase engagement. What is one method to apply to the redesign?

Create content hierarchy and ensure copy is easily digestible so viewers can quickly scan for topics that interest them

Northern Trail Outfitters uses a Master Subscriber data extension to manage their subscribers. They send a monthly educational newsletter as well as a weekly promotional campaign. How should subscriber preferences be managed?

Create publication lists for each communication type and associate the emails with these publications lists during the send

Northern Trail Outfitters is setting up a new business unit. The requirements for the new implementation have been defined: · Frequent sends of audiences greater than 500k · Daily imports of large data sets, requiring greater import speeds · Triggered send functionality · API use at a later date are planned · Multiple subscriber data sets What subscriber solution should be recommended?

Data Extensions

Which method of storing data allows for a company to store greater than 500,000 records, conduct data extension audience segmentation, as well as having the option to import data quickly?

Data Extensions

A marketing team needs to narrow down a data extension that contains 750,000 records based on a coupon voucher field in order to create and target appropriate segments for retargeting purposes. How can this most effectively be achieved?

Data Filter

A marketer at Northern Trail Outfitters has been tasked with redesigning the company newsletter with a goal of driving traffic to its website. Which best practice should be taken into consideration when designing the call-to-action?

Direct and action-focused

Northern Trail Outfitters wants to send out their password reset emails immediately when subscribers submit the "Forgot Password" form. Which tool would meet their needs?

Forgot Password Trigger

Northern Trail Outfitters wants to utilize an Amazon s3 bucket to import data into Marketing Cloud Data Extensions. What should be used to achieve this?

Import Activity

A marketing team is using two systems to send emails. The team wants to maintain unsubscribe information between both of the systems. To remain compliant, they would like to update Marketing Cloud subscription status weekly based on unsubscribes from the other system. Which solution should they use to maintain subscriber status?

Import unsubscribes with the appropriate status into All Subscribers

Northern Trail Outfitters wants to improve email open rates to increase subscriber engagement and improve deliverability. What action should they take to increase open rates?

Include relevant preheader text in every email

Northern Trail Outfitters just launched a new line of tents and sent a targeted email campaign to introduce the product to its customers. Where in Email Studio could they see the performance summary of the recent email send?

Overview tab within Tracking

A marketing team is setting up a survey via smart capture forms. The marketer wants to be able to identify respondents via subscriber key once they have completed the survey. What method would accomplish this task?

Pass the Subscriber Key through a hidden field

Northern Trail Outfitters (NTO) is launching a new product and is unsure which features to highlight in the promotion. The marketing team has created two versions of their promotional email to test amongst NTO's most engaged customers. Which Journey Builder feature should allow for the best performing email to be sent to the larger audience?

Path Optimizer

After receiving approval from their team, a marketer scheduled a promotional email tend. After the send was scheduled arid the team was notified, they received additional feedback which called for edits to the email copy. Where should the marketer cancel the send?

Pending Tab in content builder

What tool should be used to render personalization strings, AMPscript, and dynamic content in an email message before sending it to a subscriber?

Preview and test

Northern Trail Outfitters Is building a data extension that will store preference data for the its subscribers. Which settings should be enabled to allow a SQL Query Activity to update the data extension?

Primary Key

Northern Trail Outfitters (NTO) notices that some of its unsubscribe reasons are related to Reply Mail Management (RMM). NTO does not have RMM in its account. What contributes to these unsubscribe reasons?

Profile Center Unsubscribe

A digital marketing team noticed an increase in unsubscribes and would like to implement a mechanism as an alternative to unsubscribing from all sends. The team currently uses data extensions for sending emails. Which tool should they use?

Publication lists

The marketing team at Northern Trail Outfitters observed a bounce rate of 23% for their last email send. Which best practice should they follow to uphold their sender reputation?

Remove the bounced addresses before the next send

The data team at Northern Trail Outfitters wants to send a daily report of all subscribers emailed in the last 24 hours to their Enhanced FTP Export folder. The file should contain unique email addresses. At a minimum, which activities should be configured in Automation Studio to meet their requirements?

SQL Query, Data Extract, File Transfer

The marketing team wants to ensure each email within a journey is sent when the subscriber is most likely to engage with the campaign. What should be configured in the journey so that an email is sent at the best time?

STO activity before each email

The marketing team at Northern Trail Outfitters is concerned about its email deliverability rates over the last three months. Which remediation tactic should be used to improve deliverability?

Scale back sending for specific ISP's until the issue is resolved

A company would like another way to uniquely identify it's subscribers besides using email addresses, granted that some email addresses can be quite similar. What Key an be used a unique identifier for subscribers?

Subscriber Key (Primary key can be attached to anything)

A Marketer is configuring a Data Extension. For the Sender Relationship, they have linked the Customer ID field on the DE to the subscriber key in their All subscribers list. What will happen when the marketer sends an email to the Data Extension?

The email will be sent to the email address stored in All Subscribers if a Customer ID field is found to match a subscriber key.

A marketing specialist wants to automate the exporting of engagement data for all sends into their data warehouse. Which tool would they use?

Tracking Data Extract activity within Automation Studio

Northern Trail Outfitters wants to automate the exporting of engagement data for all sends into their data warehouse. Which tool would they use?

Tracking Data Extracts within Automation Studio

Northern Trail Outfitters wants to ensure its company branding is maintained on several messages triggered by purchase or direct customer requests. What should be used to directly validate and update branding in these messages without requiring developer support?

Transactional Send Journeys

What is an acceptable bounce rate?

Under 10%

Northern Trail Outfitters wants an upcoming email to include loyalty points available for the subscriber. Loyalty points are available in a data extension and relate to the subscriber on SubscriberKey. How could they achieve this personalization?

Use AMPscript to do a Lookup()

Northern Trail Outfitters is redesigning its brand guidelines and wants to ensure its emails are accessible. Which best practice should the email designer follow to meet accessibility standards?

Use contrasting colors

A marketer has been asked to add the brand Instagram account to the primary email template used for commercial emails. What would the marketer have to do once the template is updated?

View the properties of the email and click "update now"

An amateur marketer is tasked with creating an email for an emerging campaign. Which two methods can the marketer utilise best to create the emails?

html; email templates

Which of the following send configurations require an approval status prior to the email being sent? (Not admin approval, verification the send is ready)

1) A/B Test sends 2) Guided Sends 3) Triggered Sends

A marketer is attempting to design an email that is optimised for mobile devices. Which three best practices methods should the marketer use to achieve this?

1) Implement a Vertical layout of email content 2) Single column design 3) Place the most important information above the fold

A marketer would like to use personalisation strings to create dynamic content in their emails. What three things should the marketer understand in order to most effectively utilize this functionality?

1) Personalisation strings are case sensitive 2) Should consider NULL values is applicable 3) Uses %% before and after 4) Used in Subject lines and Content

A marketer has been tasked with setting up a thank you email personalised with individual subscriber preferences and sent out every time a subscriber makes a purchase. Which two functionalities and/or tools are available to set this up?

1) Triggered Sends to send when the purchase is made 2) Dynamic Content for personalization

A marketer would like to use personalisation strings to create dynamic content in their emails. What three things should the marketer understand in order to most effectively utilise this functionality?

1)When using Subscriber Data, the attribute or field should have a default value; 2)Personlisation strings can appear in the subject line or body of the email; 3) Uses %%

A marketer is trying to configure a new file drop automation, but the folder is displayed as "In use" and it cannot be selected. How could the marketer update the configuration to fit their process?

Change the File Drop Set Up to Use a Filename Pattern

When creating data extensions, what are two steps a marketer should take assuming Subscriber key is enabled and the data extension will be used for sending email campaigns?

Check "Is Sendable" in Properties; Set the column with Subscriber Key is Primary Key

Northern Trail Outfitters recently sent a re-engagement campaign and were very happy with the results. · Delivery Rate: 90% · Open Rate: 8% · Click Rate: 7.6% What statistic from the send stands out?

Click-to-Open Rate

Which action will the Validate tool complete when initiated?

Confirm that each content area specified in the dynamic content rules exists

A marketer needs to send emails to the creative team for proofing as part of an email campaign. Which feature should help achieve this as an automatic flow?

Content Builder Approvals

Northern Trail Outfitters has a new VP of Customer Engagement. They would like certain emails to come directly from the new VP's email address. What is required to send from the new email address?

Create a Delivery Profile with the validated email address

Northern Trail Outfitters (NTO) would like to create a landing page that contains subscriber information passed to it from email links on the page. They use a Smart Capture form to capture email address, reply date, and response from subscribers. How should NTO set up its data extension?-+hn y7

Create a data extension with email address as non-nullable; reply date and response fields as nullable.

A marketer wants to collect new leads at events. They plan to minimize the number of invalid email addresses added to their subscriber list and validate the quality of the lead. What method would accomplish this task?

Create a double opt-in campaign requiring subscribers to confirm their email address by clicking an initial email to confirm consent.

A marketer for Northern Trail Outfitters needs to share multiple assets in Content Builder for a campaign with another business unit in their account. How should the marketer share these assets?

Move the Content into the Shared Content Folder in Content Builder

Many Northern Trail Outfitters' subscribers have purchased from their website and receive transactional messages for order confirmations, shipping notifications, and more. What method should they consider to begin sending commercial marketing messages to subscribers?

Add links to subscriber profile centers to opt-in to marketing communications in transactional messages

A marketer developed an email with personalized content based on five geographic regions. · Northeast—Static image of a lighthouse · Southeast—Image carousel of beaches · Central—Has no content to display · Northwest—Static image of a waterfall · Southwest—Expiring coupon How many Dynamic Content Rules need to be created to accomplish this?

4 (one will be the default setting)

A company has one million subscribers. The company has a Master data extension that contains information about its subscribers, such as Email Address, Physical Mailing Address, Phone Number, and Loyalty information. There are 40 fields in the data extension. The data is used for multiple daily email campaigns. How should the data be updated?

A scheduled automation to import a nightly file of updated or changed records.

Northern Trail Outfitters wants to display the current date in order emails. What could they use to display the date in real-time?

AMPscript

Northern Trail Outfitters (NTO) wants to move from a batch process to a real-time process for injecting Contacts into journeys. Which Journey Builder Entry Source should NTO use?

API Event

Many Northern Trail Outfitters' subscribers have purchased from their website and receive transactional messages for order confirmations, shipping notifications, and more. What method should they consider to begin sending commercial marketing messages to subscribers?

Add links to subscriber profile centers to opt-in to marketing communications in transactional messages

An email marketer needs a point-and-click tool to create a segment based off of everyone who lives within a five-mile radius of a specific zip code and to see an accurate count of subscribers in real time. What tool would be best used to accomplish this task?

Audience Builder

Northern Trail Outfitters (NTO) has multiple lines of businesses sharing one business unit. NTO wants to ensure its customers can identify their specific line of business when receiving an email. Which setting should be configured in a send to identify the line of business sending the message?

Brand Builder which customizes the color scheme

Northern Trail Outfitters (NTO) wants to craft subject lines to drive stronger email engagement. Which tool should NTO use?

Einstein Copy Insights

A marketer would like to understand how well email communications are being distributed across their subscriber base. Which dashboard provides a breakdown of email saturation?

Einstein Engagement Frequency

Northern Trail Outfitters (NTO) is building a drip campaign in Journey Builder. NTO wants to send emails at the best time for each subscriber. Which activity should be placed before each email activity?

Einstein STO

Which two requirements should a marketer employ when attempting to configure a CAN-SPAM compliant unsubscribe mechanism?

Ensure opt-out mechanisms are operational for at least 30 days post-send; Include an unsubscribe link in the header and footer

Northern Trail Outfitters (NTO) wants to simplify a journey that has a decision split prior to every email send to remove certain subscribers from the journey. What should NTO do to simplify the journey?

Ensure the Contact entry mode is No re-entry

Northern Trail Outfitters imports subscriber affinity data to drive dynamic content in marketing emails. The affinity data is delivered every 30 minutes via an SFTP file. They want the most updated affinity data to be used prior to deploying emails. What automation flow should be employed to ensure the most relevant email content?

File Drop > Import File > SQL Query

A marketer wants to automate a data import from the Enhanced SFTP site. The data is sent from the data warehouse and is in a compressed folder. How should the marketer sequence the activities?

File Transfer Activity > Import Activity

Northern Trail Outfitters uses Automation Studio to import their Master Subscriber list. They want to enable their regional marketers to refresh their subscribers from the Master Subscriber list prior to each send. Their regional marketers are not technical and prefer to avoid writing code. Which Automation Studio activity should be recommended?

Filter Activity

A marketing team has switched from the Classic Editor to Content Builder in Email Studio. All images, content blocks, and emails were saved in one folder. How should these saved items be found in Content Builder?

Filter based on content type

An insurance company has launched a new campaign to target Individuals between 64 and 65 that are not yet enrolled and are opted into email. All subscriber data is stored in one data extension. How should the marketer use low-code to create this segment?

Filter the .csv file before import

A marketing team would like to target all their female subscribers in order to send them an email about mascara promotions. Which feature would allow them to target this demographic segment?

Filtered Group

A marketer has created an event confirmation email which is sent to all registration of their cooking-while-camping sessions. They use Connect to integrate to their CRM and want update records directly a recipient clicks the 'Confirm RSVP button. Which automation solution should easily allow this action?

Journey Builder

Northern Trail Outfitters (NTO) sends a birthday coupon during the subscriber's birthday month. NTO wants to reward the subscriber based upon engagement with the email and provide further messages based on that interaction. Which no-code features should be implemented to accomplish this?

Journey Builder and Engagement Split

A marketing team is currently sending out a welcome email once a customers make a purchase as part of their onboarding series. The marketing team, however, would like to determine if one, two, or three welcome emails would result in higher click through rates and engagement. How would the marketing team most effectively accomplish this task?

Journey Builder using a Random split with three branches

Northern Trail Outfitters manually sent an HTML email to subscribers which contains a link to the wrong landing page for a particular campaign. Which option minimizes the impact of this error?

Locate the job under Tracking and update the URL in the Job Links tab.

Northern Trail Outfitters (NTO) stores sales representative information in a data extension. NTO wants to personalize the From Name in emails with the targeted customer's specific representative. Which functionalities accomplish the requested configuration?

Send Classification and Subscriber Attributes

Northern Trail Outfitters is storing customer data in a data extension that contains all of their subscribers and the most important information about those subscribers. Subscribers are identified by a unique field called Customer Number. How should they avoid duplicate customer numbers being created in this data extension?

Set Customer Number as a Primary Key

A marketing team leverages a master customer shared data extension to house pivotal data on their customers. The marketers would like to make the information within this data extension available to some business units, but not to others. What can the marketing team utilise to restrict this information from certain business units?

Shared Data Extension Permissions

A parent company utilises a Master Subscriber list in a shared data extension to store much of its subscriber's information. A subsidiary of the company has requested access to that list in order to market to a specific subset of subscribers. How would the marketer go about providing access to that business unit/subsidiary, but not the others?

Shared Data Extensions

What occurs when a subscriber Universally Unsubscribes?

Subscriber status is set to 'Unsubscribed' on all lists and the universal list

A marketing team has just sent it's first email through marketing cloud, as a result, they would like to observe the results/data of the email send. Which two pieces of information and data regarding the performance of an email send can be exported from the Tracking tab in Email Studio?

Subscribers who click on a specific link; Performance data on the Oveview Tab

Which two subscriber audiences can be created by using Measures in a Data Filter?

Subscribers who have not clicked in the past three months; Subscribers who have opened an email in the past 30 days

Northern Trail Outfitters stores Last Name in a data extension. How should the text field be defined?

Text(100)

Northern Trail Outfitters wants to monitor customer status while they flow through a post-purchase journey. Which configuration is required to make decisions on this data? The status data is connected to the contact in an attribute group.

The Update Contact Activity is used to make states updates

What is Send Throttling?

The ability to send emails over a specific period of time, until all emails are sent.