Marketing-Cloud-Email-Specialist Sample Questions Answers

 Using Automation Studio to query a population into a data extension is the optimal segmentation process that NTO should use to ensure only Platinum members receive the journey emails. This will reduce the size of the data extension and improve the performance of the journey. Using Filter Contacts criteria or a Decision Split activity will still load all loyalty members into the journey, which is inefficient and unnecessary. [Source: Trailhead]

 Removing the bounced addresses before the next send is a best practice to uphold the sender reputation and avoid being marked as spam. Bounce rates above 10% are considered high and can negatively affect the deliverability and engagement of email campaigns. [Source: Trailhead]

Automation Notification Settings allow marketers to configure email notifications for automation activities, such as data imports, data exports, or SQL queries. Marketers can choose to receive notifications for all activities, only failed activities, or none. [Source: Trailhead]

 Test sends are not recorded on the Send Log Data Extension is the correct answer. A Send Log Data Extension is a data extension that captures information about each email send, such as subscriber key, email name, subject line, send date, etc. However, test sends are not recorded on the Send Log Data Extension, as they are not considered actual sends. Test sends are used to preview and test how your email will look for different subscribers before sending it to your target audience. The send exceeded the maximum test send threshold is not a valid reason, as there is no such limit for test sends in Marketing Cloud. A subscriber was not selected in the Subscriber Preview tab is not a valid reason either, as this option only affects how you preview your email content, not how you record your test send information. You can learn more about this in the [Email Testing Tools] module on Trailhead.

 Interactive Email Form block is the content block that the team should use to capture information directly from the inbox for some subscribers. Interactive Email Form block allows marketers to create forms within emails that can be filled out and submitted by subscribers without leaving their email clients. The form data can then be stored in a data extension for future use. Smart Capture block is used to create forms within landing pages, not within emails. Einstein Content block is used to display personalized content based on subscriber behavior and preferences, not to capture information from subscribers.

 Reviewing opens and clicks activity summaries is the best action to evaluate journey performance, as it provides information about how subscribers are engaging with the emails sent from the journey. The activity summaries show metrics such as unique opens, unique clicks, unsubscribes, bounces, and complaints for each email activity in the journey. These metrics can help the marketer assess the effectiveness of the email content, design, and timing.

To be notified of any abnormal subscriber behavior with its ‘Weekly Deal email, you should use Einstein Messaging Insights. This feature provides notification badges to alert you of any performance issues or opportunities with your email campaigns. You can see how your emails are performing compared to your historical averages and benchmarks, and get recommendations on how to improve your results.

 Verification is the correct answer. A verification activity is an activity that allows you to set criteria for an automation to run successfully or fail based on data counts or validation errors. For example, you can use a verification activity to check if the number of records in a data extension is within a certain range before sending an email. This can help prevent sending emails to more subscribers than intended or to an empty data extension. You can learn more about this in the [Automation Studio Basics] module on Trailhead.

The Sender Profile is the setting that allows you to configure the From Name, From Email, and Reply Email for a send. This can help identify the line of business sending the message. The Sender Authentication Package is a feature that enables you to use your own domain in your email links, images, and reply addresses. The Brand Builder is a tool that helps you create a consistent look and feel for your emails, landing pages, and microsites. You can learn more about these settings in the Email Creation and Sending module on Trailhead.

Configuring the Journey Entry Event to ‘allow no re-entry’ will ensure that subscribers who have made recent purchases will only receive a thank you email the first time they show up in the file drop. This will prevent them from receiving duplicate emails if they make multiple purchases. [Source: Trailhead]

Tabs allow marketers to customize their Datorama dashboard by adding different widgets and filters. Tabs can also be shared with other users or groups for collaboration. [Source: Trailhead]

The marketer should mark the field as the Primary Key to ensure the Email Address field values are unique1. A primary key is a field that uniquely identifies each record in a data extension2. By marking the Email Address field as the primary key, the marketer can prevent duplicate email addresses from being imported or added to the data extension3. This can help the marketer maintain data quality and avoid sending multiple emails to the same subscriber.

Using Email Address as Subscriber Key is not the correct answer, as it does not ensure the Email Address field values are unique. A subscriber key is a field that uniquely identifies each subscriber in the Marketing Cloud account4. By using Email Address as Subscriber Key, the marketer can link the subscriber’s email address to their profile and preference attributes, but they cannot prevent duplicate email addresses from being stored in different data extensions5.

Selecting ‘Deduplicate by Email’ checkbox is also not the correct answer, as it does not ensure the Email Address field values are unique. This option is available when importing data into a data extension from a file or another data extension. By selecting this option, the marketer can avoid importing duplicate email addresses based on an existing email address field in the destination data extension. However, this option does not affect the structure or properties of the Email Address field itself. References := 1: Data Extension Field Properties - Salesforce 2: Data Extensions - Salesforce 3: Importing Data into Data Extensions - Salesforce 4: Subscriber Key - Salesforce 5: Subscriber Key Migration Guide - Salesforce : Deduplicate Subscribers by Email Address - Salesforce

Reply Mail Management is a feature that allows marketers to manage the replies to their email campaigns. Marketers can set up rules to filter out auto-replies, unsubscribe requests, or other types of replies, and route them to different email addresses or folders. [Source: Trailhead]

Utilizing exit criteria for the journey is a way to simplify the journey that has a decision split prior to every email send to remove certain subscribers from the journey. Exit criteria can define when contacts should exit the journey based on specific conditions, such as unsubscribing or making a purchase. This will eliminate the need for multiple decision splits on the journey canvas. [Source: Trailhead]

Engagement Split is the Journey Builder activity that NTO should use. Engagement Split is an activity that allows you to split contacts based on how they interacted with a previous email send, such as opened, clicked, or converted. You can use this activity to include specific content for your most engaged customers and different content for your least engaged customers. Frequency Split is an activity that allows you to split contacts based on how often they have received messages from your account. Scoring Split is an activity that allows you to split contacts based on their Einstein Engagement Score.

Publication lists are used to manage subscriber preferences at the communication theme level. They allow subscribers to opt in or out of different types of messages, such as newsletters, promotions, or events. List unsubscribes and journey builder sends are not related to communication themes.

Journey Builder is the tool that allows marketers to create and manage customer journeys across multiple channels and touchpoints. Journey Builder can also perform A/B testing and random splits to test different versions of messages and paths. [Source: Trailhead]

Overwrite is the best import option to ensure the data extension only contains currently active customers, as it deletes all existing records in the data extension and replaces them with the new records from the import file. This ensures that only customers who are included in the daily feed remain in the data extension. Append or Add and Update would not work for this scenario, as they would either add new records without deleting old ones or update existing records without deleting old ones.

The tag that NTO should add to the HTML element to differentiate the links is linkname1. Linkname is an attribute that allows NTO to assign a custom name to each link in their email, which can help them track and measure the performance of each link type2. By using linkname, NTO can see how many clicks each image, text, or URL link received in their email reports3. For example, NTO can use linkname like this:

href=“https://www.nto.com” linkname=“logo” > href=“https://www.nto.com” linkname=“text” > Click here to visit our website href=“https://www.nto.com” linkname=“url” > https://www.nto.com

Conversion is not the correct answer, as it does not help differentiate the links. Conversion is an attribute that allows NTO to track and measure the revenue generated by each link in their email4. By using conversion, NTO can see how much sales each link contributed to their email campaigns5. However, conversion does not affect the name or appearance of the links.

Alias is also not the correct answer, as it does not help differentiate the links. Alias is an attribute that allows NTO to assign a friendly name to each link in their email, which can help them improve their email deliverability and reputation. By using alias, NTO can avoid using long or suspicious-looking URLs that may trigger spam filters or deter subscribers from clicking. However, alias does not affect the tracking or reporting of the links. References := 1: Link Attributes - Salesforce 2: Marketing Cloud Email Specialist Certification Guide & Tips 3: Email Tracking - Salesforce 4: Conversion Tracking - Salesforce 5: Conversion Tracking Reports - Salesforce : Alias Tag - Salesforce : Email Deliverability Best Practices for Email Studio - Salesforce

To easily segment the data extension into 10 separate segments, you should use the random data extension feature. This feature allows you to create a new data extension with a random sample of records from an existing data extension. You can specify the number of records or the percentage of records to include in the random data extension.

To allow multiple business units to access the same data extension within its Enterprise 2.0 account, you should place the data extension in the shared data extensions folder. This folder is accessible by all business units in your account, and allows you to share data across different business units without duplicating it.

Journey Performance by Email Dashboard is the preconfigured dashboard that NTO should review to get an idea of which journeys are performing the best. This dashboard shows key metrics such as open rate, click rate, conversion rate, and unsubscribe rate for each email in each journey. Email and Journey Overview Dashboard shows a summary of all email and journey activities, but not at the individual email level. Email Performance Dashboard shows metrics for individual emails, but not grouped by journeys.

 Creating the data extension as ‘Is Testable’ is the option that ensures the data extension appears as a Recipient Test Data Extension in the Test Send menu. This option allows the marketer to use the data extension for testing purposes only, and not for actual sends. Saving the data extension in the Test Folder or associating it to the Campaign does not affect its availability for test sends.

 Auto-Suppression lists are lists of subscribers who should not receive certain types of emails, such as promotional or transactional emails. Auto-Suppression lists can be configured for different send classifications, such as Commercial or Transactional, and can be applied to specific sender profiles or the entire account. By configuring an Auto-Suppression list for the Commercial classification, the marketer can ensure that the group of subscribers will not receive any promotional emails sent with that classification.

The action that the retailer should take to ensure deliverability is not impacted is to send to subscribers, asking for them to confirm opt-in1. Confirming opt-in is a best practice that helps the retailer maintain a clean and engaged email list, which can improve their email reputation and deliverability2. By asking subscribers to confirm their interest in receiving the loyalty series, the retailer can avoid sending unwanted or irrelevant emails that may result in spam complaints, unsubscribes, or low open rates. Confirming opt-in also helps the retailer comply with the CAN-SPAM Act and other privacy regulations that require consent from email recipients3.

Creating a new, friendly From Name for the updated program is not the correct answer, as it does not help with ensuring deliverability. While having a clear and recognizable From Name is important for branding and trust, it does not affect the deliverability of the email itself4. Moreover, changing the From Name too frequently or drastically may confuse or alienate subscribers who are used to seeing a consistent sender identity.

Purging inactive subscribers to avoid high bounce rates is also not the correct answer, as it does not help with ensuring deliverability. While removing invalid or non-existent email addresses from the list can reduce bounce rates, it does not address the issue of subscriber engagement or consent. Purging inactive subscribers may also result in losing potential customers who may still be interested in the retailer’s products or services, but have not opened or clicked on their emails recently. A better approach is to segment and target inactive subscribers with re-engagement campaigns that offer incentives or value propositions to renew their interest. References := 1: Email Deliverability Best Practices for Email Studio - Salesforce 2: Email Deliverability in Salesforce: Ensuring Successful Email Campaigns 3: CAN-SPAM Compliance System Guide - Salesforce 4: Marketing Cloud Deliverability Options - Salesforce : How You Can Keep Email Subscribers Engaged | Salesforce : Build and Analyze Customer Journeys using Marketing Cloud … - Salesforce

Scheduling report and emailing file to the director is the correct answer. This option allows you to create a report of sends across all business units using the Email Performance by Business Unit report type in Analytics Builder. You can then schedule the report to run daily and email the file (CSV or XLS) to the director or any other recipients. This way, you can ensure the report is sent to the director each day without manually running and exporting the report. Scheduling report and emailing the link to download is not a valid option, as this option only allows you to email a link to access the report online, not to download the file. Scheduling report to export as a web page is not a valid option either, as this option only allows you to export the report as a web page, not to email it. You can learn more about this in the [Email Reporting Tools] module on Trailhead.

The Analytics Dashboard is a Journey Builder resource that provides data on all versions of a specific journey’s cross-channel performance data. The Analytics Dashboard can show metrics such as audience size, goal attainment, message engagement, channel performance, etc. The Analytics Dashboard can also compare different versions of a journey and show trends over time.

 Auto Suppression List is the correct answer. An auto suppression list is a list of subscribers who should not receive certain types of emails, such as promotional or transactional emails. Auto suppression lists can be applied at the sender profile level or at the send classification level. If a subscriber is on an auto suppression list that is applied to a triggered send, they will not receive the email, even if they are in the target data extension. The _subscribers data view will show their status as ‘Held’ for that sender profile or send classification. You can learn more about this in the Manage Subscribers module on Trailhead.

 Adding each send email activity to different steps in an automation ensures that each email is fully sent before the next email begins sending. The automation will wait for the completion of each step before moving on to the next one. Including a verification activity between each step is unnecessary and may cause errors. Adding each send email activity to a single step in an automation will send all emails at the same time.

A nightly automation with a filter activity can help ensure they have fresh data for their sends by updating the filtered data extensions with the latest data from the primary data extension. A verification step in the send automation may not be sufficient if the data changes frequently or if there are multiple send automations. An approval process for sending may not affect the freshness of the data.

The first action the team should take to make the edits is to update email approval status1. Updating email approval status allows the team to change the status of the email from approved to pending, which enables them to make changes to the email content, subject line, preheader, or sender profile1. After making the edits, the team can resubmit the email for approval and send it to the business units.

Canceling send using email is not the correct answer, as it does not allow the team to make edits to the email. Canceling send using email is a feature that lets the team stop an email send that is in progress or scheduled for a future date2. However, it does not affect the approval status or content of the email.

Unsharing the email is also not the correct answer, as it does not allow the team to make edits to the email. Unsharing the email is a feature that lets the team remove access to the email from other business units3. However, it does not affect the approval status or content of the email. References := 1: Edit an Approved Email - Salesforce 2: Cancel Send Using Email - Salesforce 3: Share Content Across Business Units - Salesforce

Implementing an SAP with Private Domain and a Dedicated IP is the best action to ensure NTO’s sending reputation remains intact, as it allows NTO to have full control over its sender authentication and IP reputation. A private domain enables SPF and DKIM authentication, which helps to verify the sender’s identity and prevent spoofing. A dedicated IP isolates NTO’s sending volume and reputation from other customers, which reduces the risk of being affected by their sending practices. Requesting three dedicated IPs or a private domain alone would not provide the same level of protection as an SAP.

 A Filter Activity is an Automation Studio activity that allows marketers to create a filtered data extension based on criteria applied to an existing data extension. A Filter Activity can be scheduled to run automatically on a recurring basis, which will refresh the filtered data extension with the latest data that matches the criteria

Einstein STO (Send Time Optimization) Activity is the correct answer. This activity allows you to send an email at the best possible time for each subscriber based on their past engagement behavior. Einstein STO uses artificial intelligence to analyze when each subscriber is most likely to open an email and schedules the send accordingly. This can help increase the engagement rate of your email by reaching your subscribers when they are most receptive. Wait Until Activity is an activity that allows you to pause a journey until a specific date or time, or until a specific attribute value changes. Engagement Split is an activity that allows you to split a journey based on how subscribers interacted with a previous email, such as opening or clicking. You can learn more about these activities in the Journey Builder Activities module on Trailhead.

Ensuring preferred channel is available in subscriber data is the correct answer. This option allows you to use dynamic content or decision splits in Journey Builder to honor the opt-in communication method of your subscribers. For example, you can use an attribute or a data extension field that indicates whether a subscriber opted-in via email or SMS, and then use that information to send them a welcome message through their preferred channel. Sending both email and SMS to ensure subscribers get NTO’s messages is not a good option, as it may annoy or spam your subscribers who only opted-in for one channel. Creating one entry source for each messaging channel is not necessary, as you can use one entry source that supports both channels, such as API event or CloudPages form submit. You can learn more about this in the [Journey Builder Basics] module on Trailhead.

A Tracking Data Extract is a type of data extract activity that allows marketers to export tracking data from Marketing Cloud to an external system, such as Azure Blob. A Tracking Data Extract can be configured to include various types of tracking data, such as email sends, opens, clicks, bounces, unsubscribes, etc. A Tracking Data Extract can be combined with a File Transfer activity to transfer the extracted file to the desired location.

Copying the filtered data extension and adding additional filter criteria is the easiest way to further segment the audience for an upcoming send. Using the split option would not allow the marketer to add additional filter criteria, but only split the audience based on random, even, or engagement splits. Copying the data filter and building a new data extension with additional filter criteria would also work, but it would be more time-consuming and create more data extensions than necessary.

Create CloudPages to collect and subscribe users is the correct answer. CloudPages is a feature that allows you to create web pages and landing pages using Marketing Cloud tools and data. You can use CloudPages to collect information from users who visit your pages from social channels, such as Facebook or Twitter, and subscribe them to your email lists or data extensions. You can also use CloudPages to create preference centers, profile centers, or unsubscribe pages for your email subscribers. You can learn more about this in the [CloudPages Basics] module on Trailhead.

 User Initiated Send is the method that the specialist should use. User Initiated Send is a feature that allows you to create and send an email message to one or more data extensions or lists at any time. You can also schedule the send for a future date and time or set it to recur at regular intervals. You can use this feature to automate sending the weekly newsletter to subscribers in one data extension and a partner seed list. Multi-Step Journey is not necessary if you only want to send one email message without any other journey activities. Automation Studio Email Activity is not suitable if you want to send to a partner seed list, as it only supports data extensions as sendable audiences.

Creating folders in My Tracking and selecting where to send results when sending an email is the best way to help organize NTO’s email tracking results. This way, NTO can group their email campaigns by different criteria, such as date, topic, audience, etc., and easily find the results they need. Giving emails unique names is also helpful, but it does not provide a way to categorize them. Removing old tracking results may declutter the results list, but it may also delete valuable information.

 increasing the font size (over 16pt) to make the content easier to read is a best practice for improving the accessibility of email design. Larger fonts can help users with low vision or cognitive disabilities to access the email content more easily. Reducing line spacing to fit more content on the screen and reduce scrolling is not a good practice for accessibility, as it can make the text harder to read and follow. Removing role=“presentation” from layout tables is also not a good practice for accessibility, as it can cause assistive technologies to ignore the table structure and read the content in an incorrect order.

A key differentiator to get a dedicated IP rather than using a shared one is sending volume. If you send more than 250,000 emails per month, you should use a dedicated IP to ensure better deliverability and reputation. A dedicated IP means that only your emails are sent from that IP address, so you have full control over your sender reputation

 Einstein Engagement Frequency is a feature that uses artificial intelligence to analyze subscriber engagement data and determine the optimal number of emails to send to each subscriber per week. Marketers can use Einstein Engagement Frequency to segment subscribers based on their engagement frequency range and target them with personalized email campaigns.

 Verification Activity is the correct answer. This activity allows you to set criteria for an automation to run successfully or fail based on data counts or validation errors. For example, you can use a verification activity to check if the file size or the number of records in a file is greater than zero before processing it. This can help prevent empty files or data points from being imported or processed by your automation. Wait Activity is not a valid option, as this activity only allows you to pause an automation for a specific duration or until a specific date or time. Skip Automation is not a valid option either, as this option only allows you to skip an automation if it is already running when it is scheduled to run again. You can learn more about this in the Automation Studio Basics module on Trailhead.

Einstein Content Selection is a feature that uses artificial intelligence to automatically select the best content for each subscriber based on their engagement history and preferences. It can help increase click rates by delivering personalized and relevant content in emails.