Email Marketing Specialist Certification

What is the optimal way to manage unsubscribes based on communication type granted that all subscribers are stored within a single master data extension?

Create publication lists for each communication type and associate the publication list with the email send in the user-initiated send definition.

A company with limited resources uses a single master data extension to store subscriber data. Upon opting in to receiving communications from a company, the customer will receive yearly birthday promotions, monthly catalogues and weekly newsletters. What is the most effective way to manage unsubscribes by communication type?

Create publication lists for each communication type, and associate the publication list on the send definition. A publication is list is the optimal way to store your unsubscribe data, particularly when segmenting across communication channels and types.

Northern Trail Outfitters uses HTML emails that have headers and footers coded into the email. What tool can the marketer use to control default headers and footers in email sends?

Delivery Profile

A marketer is using list-based sending and wants to segment subscribers who have a value of "EMEA" in the Region Attribute. What tool will produce this audience?

Filters A simple filter is sufficient in this scenario since the data is stored within the one list/DE and it is merely an attribute being filtered/segmented rather than a proximity.

Which send configuration within email studio can leverage sender profiles? (Choose 3 answers)

Guided Sends Triggered sends User-initiated sends Test sends are used to test if dynamic content has populated depending on subscriber preferences, so there is no need for a sender profile. Whilst, simple automated sends do not use send classifications or sender profiles as well.

A marketing firm would like to create mobile friendly emails. The company has the resources to write the HTML and CSS Code needed to create responsively designed emails. Which option would add the code that was created outside of the Salesforce Marketing Cloud to the email?

HTML Paste With HTML Paste, you can create emails by pasting and editing HTML code. You can either create HTML code directly in the application or paste HTML from an external editor.

A marketer needs to import a text file and does not have access to the account's Enhanced FTP site. What is the recommended way to import the data?

Import Subscriber Wizard

What tool is recommended to render personalisation strings, AMPscript and dynamic content in an email message before sending it to a subscriber?

Preview and test

How can AMPscript be used to customise email message design?

Provides advanced content personalization The purpose of AMPscript is to provide advanced/complex content personalisation based on attributes and more, beyond the functionality of personalisation strings and dynamic content

A marketer is building a highly personalised email which would need a highly personalised audience. How would the marketer go about merging data from multiple data extensions into a single data extensions in order to exclude an undesired population and acquire a specified population?

Query Activity Since the data is coming from multiple data sources, it is best practice to utilize a query activity.

A marketing team uses a data extension in order to track send log information such as: email addresses used in a send, date and time of the send and the purpose/name of the email for reporting purposes. After the data has been used for reporting, they no longer have need for the data in the data extension, however, they would still like to keep the data in an archived data extension for one year. Which activity should be used to achieve the backup automatically?

SQL Query A data Extract extracts data out of the org, making this incorrect - whilst an import file imports data into the org externally, also making this incorrect. A filter cannot be used since the data across multiple places rather than being within the one data extension (DE), thus, the correct answer is SQL Query.

A marketing team is building an email to a send to a unique segment of one million subscribers. The subscribers, however, are stored in multiple data extensions. How should the marketing team go about merging the data in order to send the email to a single data extension?

SQL Query Activities Again, because the data is located in several data extensions, only SQL Query can be used to do so out of these answers.

A marketer needs to personalize an email with dynamic content using data from the Open Data View and data from the Purchase Data Extension. What should be used to source the data from these different sources?

SQL Query Activity

What are two ways a company can optimise their email message design whilst still adhering to email design best practices and ensuring subscribers are receiving the best possible visual experience possible? (Choose 2)

Style alt text for when images do not display automatically It is not recommended to make an email completely image based as images, at times, do not render well on mobile devices. It is also highly NOT recommended to use custom corporate font as the font may not be supported.

A marketer would like website visitors to have the option to opt-into specific publications in order to receive email promotions, alongside this, the marketer would also like the website visitors to have access to their profile information in order to make changes? Which tool should be used?

Web collect Website visitors do not have access to data filters or send logs as those are internal tools/data. Subscriber groups do not allow subscribers to choose which publications they would like to be subscribed to, but is rather a segment.

A marketer is sending an email to a data extension. Whilst configuring the data extension, the marketer linked the Customer ID field on the DE to the subscriber key in their All subscribers list. What will happen once the marketer sends the email to the DE?

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 marketer sends an email to a sendable data extension. The data extension has a subscriber relationship that matches Customer_ID on the data extension to Subscriber Key on the All Subscribers List. What is a true statement regarding the default email send behaviour for a pre-existing subscriber?

The email will be sent to the email addresses stored on all the Subscribers List

A marketing team have just finished building an email and would like to test which subject line would result in higher open rates. How should the team go about configuring the A/B test options? (Choose 2 answers)

The test administrator selects the desired audience test segment sizes Configure the system to automatically send the winning version to the remainder audience

What type of email send configuration should be used when sending email order confirmations?

Triggered Email A triggered email should be used when configuring email sends that are transactional in nature, such as confirming an order or sending shipping notifications about a package to be sent. Triggered emails are essentially emails dependent on a customer's engagement with your company.

Which send configurations/types require an "approved" status prior to the email being permitted to be sent? (Choose 3)

Triggered Sends A/B Tests Scheduled Test Test sends do not need approvals as they are not being sent to actual subscribers, nor does send previews as the email is not being sent to anyone for that matter.

A marketing team would like to configure an email send in order for the email to be used in an automated weekly campaign within automation studio, how would they accomplish this task?

User-Initiated

Which tool within Email Studio enables a marketer to save and execute a send manually?

User-Initiated Email A user-initiated email is the optimal way to configure an email send to be used for later sends. Guided sends and send flow are simpler one off send activities.

A marketer is attempting to design an email which is best suited for mobile devices. Which three methods should the marketer employ to accomplish this task? (Choose 3)

Utilize a single column design Place the most important content at the top of the email Keep content simple and direct

Which tool should a marketing team be leveraging when attempting to capture website visitors information and providing them with the option to make updates to their profiles and publication preferences?

Web Collect Smart Capture forms are utilised to capture information and store it in a DE or list, whilst web collect is used when information is subject to change, i.e. preferences, attributes, etc.

Transactional emails

immediate, automated, non-promotional messaging. Use-cases include order confirmation messages, password reset emails, and bank balance inquiry messages. Use the Marketing Cloud Transactional Messaging REST API to send personalized transactional email and SMS messages to your customers.

Delivery Profiles

includes important message information for each send. Marketing Cloud reuses the information, across multiple sends, without requiring selection of the information each time.

Sender Profiles

standardizes the FROM name and email address you use for an email send

What are lists

1. A subset of our all subscribers table. 2. They are the default method of storing subscriber data in the Email application. 3. They require minimal configuration and setup. 4. They are used for sending. 5. They use the standard profile and subscription centers. 6. Email address and Subscriber key attributes are required.

What is a data extension

1. A table in Marketing Cloud that stores data. 2. Can be used for sending and storing information. 3.

What are three of the most important concepts in optimised email design? (Choose 3)

Build email templates with HTML paste Ensure the email renders well on mobile apps Include personalization and dynamic content

Send Classification

CAN-SPAM classification of Commercial or Transactional email

Which tool is imperative when attempting to code responsive email designs?

CSS3 @media Queries The @media rule is used in media queries to apply different styles for different media types/devices. Media queries can be used to check many things, such as: width and height of the viewport.

While testing an email with dynamic content in Content Builder, proofs of five content variations need to be reviewed directly in the inbox of a marketer's quality assurance specialist and the marketing manager. A data extension named "myTestData" contains only the variations needed. Which method should be used to accomplish this task?

Choose data extension of Contacts and then choose to send "Based on Recipient Test Data Extension"

What single place in Content Builder would a marketer store CSS used in several Paste HTML Templates?

Code snippet The code snippet tab in HTML view contains the CSS which can be used for multiple Paste HTML templates.

Commercial Emails

Commercial emails are sent to a list of recipients who have opted-in for promotional content from your brand. Examples include sales offers, newsletters, new product updates, email designed to increase user engagement, and onboarding, etc.

A 15-person management team wants to review test emails in Content Builder prior to live deployment based on content that is personalized for them but is clearly noted as a test email. How should a marketer accomplish this task without compromising the email content?

Create a data extension composed of the management team, create a User-Initiated send definition, select the email, prepend 'Test' to the Subject, select the data extension, and send the email.

A marketer wants to ensure that the email addresses within their lists are valid, alongside this, the marketer will also like to make sure customers on a list are positive they want to be subscribers, how would a marketer go about accomplishing this task?

Create a double opt-in campaign that requires subscribers to confirm their email address by clicking a link in an email they receive after subscribing via Web Collect

A marketing manager wants to provide unique content to each customer in an upcoming email campaign. Which three features could be used to create individualized content in the email?

1. In Personalization Strings 2. Dynamic Content 3. In Einstein Content

Northern Trail Outfitters is looking at using Journey Builder rather than Automation Studio to send emails. What are three benefits of using Journey Builder?

1. Updating or creating Salesforce CRM objects or records. 2. A/B/N testing as part of the workflow to conduct timing and creative tests. 3. Goal setting to have the system listen to see if users met the goal.

A marketer currently sends the same promotional offer every week to new subscribers added to the data extension. How would the marketer go about making this process more effective?

A User Initiated Email A user initiated email can make this process more effective as you can save email send configurations (target audience, etc) and execute them over and over again with one simple click

A marketing team has created a new onboarding series for customers who have purchased their first product from the company. Customers were automatically opted in without any consent and received numerous emails from the company in a single day. The onboarding email series contained personalised content based on the customers preferences, but requires them to log in to a seperate landing page in order to opt-out. In this scenario, what best practice was achieved?

All other answers are other CAN-SPAN uncompliant or useless. The correct answer is personalised recommendations.

A marketer would like to send an email to subscribers on a subscriber list who live within 5km of Sydney CBD. Which tool would the marketer use to accomplish this task?

Audience Builder Only the audience builder can be used to filter for this complex segmentation. Data filters and queries can filter on a more surface level, i.e. attributes. However, when attempting to filter for complex segmentations such as proximity where system-driven calculations need to be made, audience builder is the most effective tool.

A company has noticed decreasing open rates, increased bounce rates and reports that emails are being delivered immediately to a customers spam folder. Which three best practices will help a company improve its email deliverability whilst still adhering to email best practices? (Choose 3)

Authenticate email sending to distinguish it from spammers Purge old or inactive email addresses Encourage subscribers to add the company's sending domain to their address books It is important to purge inactive email addresses and encourage subscribers to add the company's sending domain and to authenticate email sending using SAPs in order to reduce Bounce rates, spam complains and unsubscribes.

Northern Trail Outfitters is implementing Marketing Cloud and is unsure whether to use lists or data extensions. Their consultant recommended they use data extensions. Which three considerations did the consultant take into account when recommending a data extension-based model over lists?

B. Flexible Data Storage is needed D. They are storing product and store data E. Journey builder will be used.

A marketer is about to send an email to a list, however, they would like to only send the email to subscribers who live in Sydney - this data is stored in the 'region' attribute. Which tool would the marketer use to accomplish this task?

Drag and drop segmentation There is no need for a query activity as there is only one source of data (single data list) and it is derived from a single attribute, therefore, drag and drop segmentation (filters) can be used as opposed to query activities. Audience builder is used for more complex segmentations.

When using Reports in the Marketing Cloud user interface, which three options can be used to deliver the report to the manager? (Choose 3 answers)

Email the report Save the report to an FTP Folder Save the report as a Snapshot

A marketer is testing an email that includes an Interactive Email Form and discovers the form is missing when the email is opened in Gmail. What guidance should be given to the email developer to ensure the interactive form displays correctly?

Ensure the Optimize for Gmail checkbox is selected

A marketing team is updating a data extension via an import file to add new records, however, the team is concerned existing records within the data extension might be overwritten as a result of the import. How should they configure the data extension and import to ensure this does not happen? (Choose 2 answers)

Ensure the data extension has a Primary Key Select the update the "Add Only"

A marketing team is using the Import Activity to import a csv file into a data extension. The file location is the system default File Location: Enhanced FTP. The import has failed and the error message displayed reads: "File Not Found". Which two steps should resolve the issue? (Choose 2 answers)

Ensure the name of the file in the import activity matches the file name on the FTP Ensure the file to be imported is the import folder on the Enhanced FTP

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?

It is optimal to use data extensions when storing more than 500,000 records (lists can be used 500,000-), also, data extensions have faster importer speeds than lists. Both lists and DEs can be used for extension audience segmentation, however, grabbing data from multiple DEs and combining them into a single DE is much easier.

A marketer has been asked to collect consumer information using Marketing Cloud for users to obtain from social channels for future mailing. What should the marketer do to accomplish this?

Leverage social studio to capture email addresses.

A marketing team needs to ensure that "Valued Customer" appears in place of their %%First Name%% personalisation string incase no data exists for that subscriber within the data extension. How can the marketer accomplish this task?

Make "Valued Customer" the Default Value for the First_Name field It is email marketing best practice within Salesforce Marketing Cloud to use default values incase an attribute is missing data. Of course, this would not make sense for data such as birthdays and addresses, but specifically, would be ideal for First names, Last names and Aliases.

A marketing manager has requested an attribute named Gender be added to a subscriber list for promotional segmentation. Which two steps are most important for the marketer to take in the configuration of the attribute? (Choose 2)

Select the data type as Text Of course, the terms 'male' and 'female' are texts, therefore, the data type must be of the text type Create restricted values

A marketer is importing a batch of new subscribers obtained from a campaign to the same data extension they've been using to collect subscriber info, how can the marketer ensure only new records are added? (Choose 2)

Select the update type Add only Ensure that the data extension contains a primary key In order to only add new records, the marketer must select the 'add only' option so no records are overwritten. Alongside this, in order to identify new records, the data extension must contain a primary key as the primary key serves as a way to uniquely identify rows of data, so no duplicates are created during the import process.

Which three features belong to Automation Studio? (Choose 3 answers)

Send Email Transfer File Activity Wait Activity You can, however, send emails via automation studio, employ wait activities within an automation workflow to allow for customer engagement with the sent email, and lastly, employ transfer filer activities in order to export a file from your FTP's safehouse to your desktop.

A marketer needs to share specific report results with their manager. Which three methods can be used to share the report? (Choose 3)

Send a snapshot of the report Email the report to their manager Save the report to an FTP folder

Northern Trail Outfitters needs to send a transactional email to all customers who purchased an item that was recently recalled. The email must be sent to each applicable customer even if they have unsubscribed. Which component should be configured to provide this functionality?

Send classification

A marketing team would like to leverage Smart Capture to acquire new subscribers. The marketing team would also like to send a follow-up welcome email. What action should the marketer take when configuring the smart capture form and how would they send the follow-up email? (Choose 2 answers)

Send the email via Triggered Send Add to Data Extension It is important to specify where the data acquired from a smart capture form will be stored, otherwise, the smart capture form will be useless when attempting to configure any activities/emails off that send, such as a triggered email to send a follow-up welcome email.

A marketing team would like the "From Name" of a monthly promotional email send to be mapped to a specific marketing cloud user. Which feature would allow them to accomplish this task?

Sender profile A sender profile is used to identify the "From Name" used for the email, as well as the "From Address" which is most commonly used to ensure the customer does not feel like they are receiving a computer-initiated email.

A marketer wants to delete subscribers from a data extension if the records are older than 30 days. How should the marketer accomplish this task?

Set data retention in the properties of the data extension to delete records older than 30 days Data retention settings are default off when creating a data extension, however, when turned on, a marketer can determine the criteria for when a record is to be deleted within the DE, which can be time-based.

A parent company is utilising a Master Subscriber list in a shared data extension to store much of their subscriber's information. A subsidiary of the company has requested access of 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 extension permissions Data Extension Permissions is a tool to control business units access to shared data extension in Email Studio. By checking the box next to a permission, you can enable or disable that permission.

Which three statements are true features/purposes for leveraging Subscriber Key? (Choose 3 answers)

Subscriber Key is a unique identifier for a subscriber, and can be populated with an email address or another unique value Subscriber Key allows an email address to appear multiple times in a list or All Subscribers when populated with a value other than an email address Subscriber key is mapped to a field in a sendable data extension when defining a send relationship To summarise the three answers, the main purpose for a subscriber key is to uniquely identify subscribers so that: no duplicate data exists within your DEs or lists and so you don't accidentally send the same email to the same subscriber. You can choose whichever attribute you'd like to be the subscriber key (as this is determined by the customer/company utilising marketing cloud), however, it is recommended the email address or a customer ID is used. A primary key is not interchangeable with a subscriber key, as a primary key's purpose is to uniquely identify ROWS of data rather than individual subscribers.

A subscriber has received an email from a publication list/communication they would no longer like to be a part of. At the bottom of the email, there are three link options to unsubscribe: "Manage Subscriptions", "Profile Centre" and "One-Click Unsubscribe". If the subscriber clicks on "One-click" unsubscribe, what are the two opens given to the subscriber upon being redirected to the next page? (Choose 2 answers)

Subscriber can choose to be unsubscribed for all of the company's publications Subscriber can choose which publications to unsubscribe from

A marketer has just created a sendable data extension and has linked the Customer ID fields as the Subscriber Key to leverage a unique identifier. What will the send status in all subscribers be associated with?

The Customer_ID Field in the data extension

A marketer is using an import activity on a nightly basis to import subscriber data into a data extension. Which is a true statement about the import activity? (Choose 3)

The File for an import activity must be placed in a folder on a FTP site An import activity can be executed manually An import activity can be used in an automation created in Automation studio

What benefit is there in marking an attribute as hidden from customers?

The attribute is not available to subscribers on the Profile center All demographic attributes are CAN-SPAM compliant depending on how you use the data. An attribute can still store data if it is marked as hidden from the customers as you can still upload data into the data extension or list. Marking an attribute as hidden does not hide it from internal MC users. Making all other answers incorrect.

Northern Trail Outfitters (NTO) receives a complaint from a long-time customer who claims that, despite providing an updated email address, they are still receiving emails at an old address. NTO confirms that the customer's new email address is stored in the target data extension. What is preventing the customer from receiving emails at their new address?

The email address has not been updated in All Subscribers

A subscriber received a purchase confirmation email from Northern Trail Outfitters which did not contain a way to opt out. What can be inferred about this email?

The email is transactional and not required to contain an opt-out link.