Marketing-Cloud-Email-Specialist Salesforce Certified Marketing Cloud Email Specialist (SP23) Questions and Answers

Web Studio to capture Query parameters from social media link is the correct answer. This option allows you to create landing pages or microsites using Marketing Cloud tools and data that can capture information from users who visit your pages from social channels, such as Facebook or Twitter. You can use query parameters in your social media link to pass information such as user ID, name, email address, etc., and then use AMPscript or SSJS code in your Web Studio page to retrieve and store that information in a data extension or list for future mailing. Use Journey Builder to build an audience using Ad Studio is not a valid option, as this option only allows you to create audiences based on existing contacts in Marketing Cloud or Salesforce CRM, not new users from social channels. Use an interactive form from Email Studio to collect this information is not a valid option either, as this option only allows you to collect information from users who already receive your emails, not new users from social channels. You can learn more about this in the [Web Studio Basics] module on Trailhead.

 The action that the marketer should take to evaluate conversion of those journeys is to define a goal for each journey1. A goal is a measure of success for a journey, such as a purchase, a subscription, or a registration2. By defining a goal for each journey, the marketer can track how many contacts achieved the desired outcome after receiving the email messages in the journey3. The marketer can also compare the goal metrics across different journeys to identify which ones are more effective and optimize them accordingly4.

Exporting the journey email analytics is not the correct answer, as it does not help evaluate conversion of those journeys. Exporting the journey email analytics is a feature that allows the marketer to download a CSV file with detailed information about the email performance in a journey, such as sends, opens, clicks, bounces, and unsubscribes. By exporting the journey email analytics, the marketer can analyze the email engagement and deliverability in a journey, but they cannot measure the conversion or outcome of the journey.

Reviewing opens and clicks activity summaries is also not the correct answer, as it does not help evaluate conversion of those journeys. Reviewing opens and clicks activity summaries is a feature that allows the marketer to view the aggregate statistics of the email activity in a journey, such as total opens, unique opens, total clicks, and unique clicks. By reviewing opens and clicks activity summaries, the marketer can monitor the email interaction and interest in a journey, but they cannot measure the conversion or outcome of the journey. References := 1: Define Goals - Salesforce 2: Journey Builder Best Practices - Salesforce 3: Analyze Journey Performance - Salesforce 4: Marketing Cloud Journey Builder: How to Measure Success : Export Journey Email Analytics - Salesforce : Email Activity Summary - Salesforce

Pivot table in Datorama Reports is the tool that NTO should use to explore its large volume of send data. Pivot table allows marketers to dynamically filter, sort, and group data in one view without writing SQL queries. It also allows marketers to create calculated fields and visualize data in charts and graphs. Filter Activity in Automation Studio is used to create filtered data extensions based on criteria, not to explore data in one view. Email Performance Over Time Report is a standard report that shows metrics for emails sent over a period of time, but it does not allow dynamic filtering, sorting, or grouping of data.

 A multi-step journey is best suited to run a test between two different versions of an email, such as Einstein Recommendations versus static product recommendations. A single send journey can only send one version of an email to a single audience. A transactional send journey can only send transactional messages that are triggered by API calls or events.

 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.

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.

Selecting the ‘Use for triggered send’ checkbox is the correct answer. This option allows you to create a data extension that can be used as a target audience for a triggered send. A triggered send is an email that is sent in response to a subscriber’s action or behavior, such as a purchase confirmation or a welcome email. When you select this option, you also need to include the subscriber key and email address fields in your data extension. Creating from template and choosing triggered send data extension template is not a valid option, as there is no such template available in Marketing Cloud. Including subscriber key and email address field as primary key is not required, as only the subscriber key field needs to be set as the primary key. You can learn more about this in the Data Extensions module on Trailhead.

Datorama Reports - Journey Performance is where leadership at NTO should find the dashboard showing the success rate of customers that have been through a Welcome Series Journey in the last 7 days. Datorama Reports is a feature that provides advanced analytics and insights for Marketing Cloud journeys. It allows you to create custom dashboards and reports that measure the performance of your journeys based on various metrics, such as engagement, conversion, revenue, etc. You can also filter your data by time range, journey name, version, status, etc. Journey Builder - Journey History shows the history of journey versions, activations, and deactivations, but not the success rate of customers. Reports - Journey Engagement shows the engagement metrics for a specific journey version, such as sent, delivered, open, click, etc., but not the success rate of customers.

Email Overlay View is the area of the application that should provide the data on link performance for a specific email, including Total Clicks and Unique Clicks. Email Overlay View shows a visual representation of your email with metrics for each link, such as how many times it was clicked, by whom, and when. You can access Email Overlay View from the Tracking tab by selecting an email send and clicking on View Email Overlay. Send Performance Tab shows metrics for an email send, such as Sent, Delivered, Opens, Clicks, etc., but not for each link. Tracking Conversions Tab shows metrics for conversions that occurred as a result of an email send, such as purchases, sign-ups, downloads, etc., but not for each link.

The email address has not been updated in All Subscribers is the correct answer. All Subscribers is the master list of subscribers in Marketing Cloud, and it stores the email address, subscriber key, and status for each subscriber. If a subscriber changes their email address, it needs to be updated in All Subscribers as well as in any other data extensions or lists that store the subscriber information. Otherwise, Marketing Cloud will still send emails to the old address stored in All Subscribers. You can learn more about this in the Manage Subscribers module on Trailhead.

List Detective is the correct answer. List Detective is a feature that automatically filters out invalid or problematic email addresses from your sends, such as those with typos, syntax errors, or unsupported domains. List Detective helps improve your deliverability and reputation by preventing bounces and spam complaints from bad email addresses. Bounce Mail Management is a feature that tracks and manages bounced emails based on different bounce categories and thresholds. Auto-Suppression Lists are lists of subscribers who should not receive certain types of emails, such as promotional or transactional emails. You can learn more about these features in the [Email Deliverability] module on Trailhead.

A double opt-in at signup is the best way to make sure email addresses are valid before adding them to the audience, as it requires the subscriber to confirm their email address by clicking on a link sent to their inbox. This ensures that the email address is not fake, misspelled, or belongs to someone else. A double opt-in also helps to build trust and consent with the subscriber. A Smart Capture block or a CAPTCHA validation would not verify the validity of the email address, but only capture or filter the input from the form.

The sending relationship determines which field in the data extension is used as the subscriber key and email address for the send. If the sending relationship is incorrect, the send will fail because Marketing Cloud cannot identify the recipients

 An automation that imports subscriber data regularly and updates key data extensions is what NTO should create as a good first step to add automation to its email marketing. This automation will help NTO keep its subscriber data up-to-date and consistent across different data extensions. It will also enable NTO to use this data for segmentation, personalization, reporting, etc. An automation that deletes old data extensions, emails, and reports may be useful for cleaning up unused assets, but it is not directly related to email marketing. An automation that contains several recurring emails and decisioning points may be too complex for a first step and may require more planning and testing.

 If you want to test new marketing content based on web conversions, such as orders placed on your website, you should configure Web Conversion as the engagement metric in Path Optimizer. This allows you to track how many subscribers completed a web action after receiving an email from each path. Email Engagement is used to measure opens and clicks on your emails. Manual Engagement is used to manually select the best path based on your own criteria. You can learn more about this in the [Path Optimizer] module on Trailhead.

 The best text for a call-to-action button is clear, concise, and compelling. Option A provides the most information about what the user will get by clicking the button, while also creating a sense of urgency and value. Option B is too vague and does not specify what the user will download, and option C is not a call-to-action at all, but rather a statement.

Goals are the Journey Builder component that addresses the two requirements of this campaign. Goals allow marketers to define a desired outcome for each journey, such as making a purchase at the NTO outlet, and track how many contacts achieve it. Goals also allow marketers to exit contacts from the journey once they achieve the goal, which means they will stop receiving emails from the campaign. Decision Splits are used to branch contacts into different paths based on criteria, but not to exit them from the journey or track their outcomes. Exits are used to remove contacts from the journey based on criteria, but not to track their outcomes.

The Email Performance by Domain report is an out-of-the-box report that provides information on the email performance of different domains, such as Gmail, Yahoo, Outlook, etc. The report can show metrics such as sends, deliveries, opens, clicks, bounces, unsubscribes, etc., for each domain. The report can also show the percentage of each metric compared to the total number of sends. This report can help marketers understand how different domains handle their emails and refine their sending methods accordingly.

 A data extension that is used for a SQL Query Activity must have a primary key. The primary key ensures that each record is unique and can be updated by the query. The Is Sendable and Nullable settings are not required for a SQL Query Activity, but they affect how the data extension can be used for sending emails and storing null values.

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.

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.

 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

List-Unsubscribe header is a feature that allows subscribers to unsubscribe from an email by clicking a link in their email client. This link is added by Marketing Cloud to the email header and can trigger an unsubscribe reason related to RMM, even if RMM is not enabled in the account. [Source: Trailhead]

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

 Withdraw email approval is the first action that should be taken to make the edits. Withdraw email approval is a feature that allows you to revoke the approval status of an email and make changes to it. You can use this feature if you need to update an approved email before sending it or sharing it with other business units. Unshare the email is not necessary if you want to make edits to the email, and it may affect the access of other business units. Cancel send using email is not relevant if you have not scheduled or sent the email yet.

 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.

Content Detective is the correct answer. Content Detective is a tool that allows you to scan your email content for any words or phrases that may trigger spam filters or cause deliverability issues. Content Detective assigns a score to your email based on the number and severity of the flags it detects, and provides suggestions on how to improve your content. You can learn more about this in the Email Testing Tools module on Trailhead.

The Account Send Summary report provides a list of all emails sent from the account or business unit, along with basic metrics such as sends, deliveries, opens, clicks, bounces, and unsubscribes. This report can be filtered by date range and business unit

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.

The configuration that should help with limiting a spike in volume to the website is Send Throttle1. Send Throttle allows you to specify the number of emails to send per hour, which can help you control the traffic to your website and avoid overwhelming your server or exceeding your bandwidth limit2. By using Send Throttle, you can also improve your email deliverability and avoid being flagged as spam by ISPs that monitor sudden spikes in email volume3.

Sender Authentication Package is not the correct answer, as it does not help with limiting a spike in volume to the website. Sender Authentication Package is a feature that helps you authenticate your email sender identity and domain, which can improve your email reputation and deliverability4. However, it does not affect the rate or timing of your email sends.

Web Collect Sign-Up Form is also not the correct answer, as it does not help with limiting a spike in volume to the website. Web Collect Sign-Up Form is a feature that helps you collect email subscribers from your website, which can increase your email list size and engagement. However, it does not affect the rate or timing of your email sends. References := 1: Send Throttle - Salesforce 2: Marketing Cloud Email Specialist Certification Guide & Tips 3: Email limitations in marketing cloud - Salesforce Developer Community 4: Sender Authentication Package - Salesforce : Web Collect Code Samples - Salesforce

After the file import, using the filter activity to populate shared data extensions that are available to child BUs is the best option to ensure data is available at the child BU level. This way, the parent level BU can import the data once and then filter it based on the criteria for each child BU. The child BUs can then access the shared data extensions without having access to the parent level BU. Using the transfer file activity to move data into data extensions in child BUs would require creating separate files for each child BU and transferring them individually. Creating automations that import the data directly into the child BUs would bypass the parent level BU, but it would also duplicate the import process for each child BU.

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]

The feature that should help achieve this as an automatic flow is Content Builder Approval Workflow1. Content Builder Approval Workflow is a feature that allows the marketer to create, manage, and automate the approval process for email content in Content Builder1. The marketer can define the approval steps, assign approvers, set deadlines, and track the status of each email content1. The marketer can also configure the workflow to send email notifications to the approvers and the requestor when an action is required or completed1. By using Content Builder Approval Workflow, the marketer can ensure that the email content is reviewed and approved by the creative team before sending it to the final audience.

Einstein Approval Workflow is not the correct answer, as it does not help achieve this as an automatic flow. Einstein Approval Workflow is a feature that uses artificial intelligence to analyze and optimize email content based on various factors, such as subject line, tone, sentiment, and readability2. The marketer can use Einstein Approval Workflow to get suggestions and feedback on how to improve their email content, but they cannot use it to create or automate the approval process with the creative team.

Subscriber Preview is also not the correct answer, as it does not help achieve this as an automatic flow. Subscriber Preview is a feature that allows the marketer to preview how their email content will look for different subscribers based on their attributes and personalization strings3. The marketer can use Subscriber Preview to check and test their email content for accuracy and consistency, but they cannot use it to create or automate the approval process with the creative team. References := 1: Content Builder Approval Workflow - Salesforce 2: Einstein Approval Workflow - Salesforce 3: Subscriber Preview - Salesforce

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 option that NTO should choose to ensure no production emails are sent with the TACO prefix is B. In the Subject/Preheader Validation section of Email Studio, add the word TACO1. Subject/Preheader Validation is a feature that allows NTO to set rules and conditions for validating the subject line and preheader text of their emails before sending them1. By adding the word TACO to the Subject/Preheader Validation section, NTO can prevent any email with the TACO prefix in the subject line from being sent, and receive an error message instead1. This way, NTO can avoid sending test emails to their production audience by mistake.

A. In Send Management, add the word TACO to the Auto-Suppression Rules is not the correct answer, as it does not ensure no production emails are sent with the TACO prefix. Auto-Suppression Rules are a feature that allows NTO to automatically exclude subscribers from email sends based on certain criteria, such as email address, domain, or attribute value2. By adding the word TACO to the Auto-Suppression Rules, NTO can exclude any subscriber who has the word TACO in their email address or other fields, but they cannot exclude any email that has the TACO prefix in the subject line.

C. In Send Classifications, delete TACO from the available classification options is also not the correct answer, as it does not ensure no production emails are sent with the TACO prefix. Send Classifications are a feature that allows NTO to define the settings and attributes of an email send, such as the sender profile, delivery profile, CAN-SPAM classification, and priority3. By deleting TACO from the available classification options, NTO can remove any send classification that has the word TACO in its name or description, but they cannot remove any email that has the TACO prefix in the subject line. References := 1: Subject/Preheader Validation - Salesforce 2: Auto-Suppression Rules - Salesforce 3: Send Classifications - Salesforce

 To update an email link’s URL after a send, you need to navigate to the Job Links tab in My Tracking and update the URL there. This will change the URL for all recipients who have not yet clicked on the link.

 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.

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.

One of the best practices to increase email subscribers is to collect emails at offline activities, including in stores1. This way, NTO can capture the interest of potential customers who are already engaged with their brand and products. NTO can also offer incentives, such as discounts or freebies, to encourage customers to sign up for their email list. By collecting emails at offline activities, NTO can build a permission-based and relevant email list that can improve their deliverability and engagement rates.

Sending an SMS to NTO’s entire customer database with a link to subscribe is not a good practice, as it may violate the consent and privacy laws of different countries2. Moreover, sending an SMS to customers who have not opted in for SMS communication may annoy them and damage NTO’s reputation. NTO should only send SMS messages to customers who have explicitly agreed to receive them and provide them with an easy way to opt out.

Sending an email to NTO’s entire customer database asking for referrals is also not a good practice, as it may result in spam complaints and unsubscribes3. Asking for referrals should be done in a targeted and personalized way, based on the customer’s behavior and preferences. NTO should also provide incentives and clear instructions for customers who want to refer their friends and family to NTO’s email list. References := 1: Optimizing Marketing Cloud: Best Practices for Managing Inactive Accounts - Salesforce 2: How You Can Keep Email Subscribers Engaged | Salesforce 3: Email Marketing Best Practices - Salesforce.com

 Not Sent Tracking Extract is the tool that should provide a list of subscribers who didn’t receive the expected emails. Not Sent Tracking Extract is a type of tracking extract that allows you to export data about subscribers who were excluded from an email send due to various reasons, such as suppression lists, publication lists, frequency capping, etc. You can use this tool to identify why some subscribers didn’t receive your emails and take corrective actions if needed. _sent Data View is a system data view that allows you to query data about subscribers who were sent an email within the last six months. ‘Subscribers Not Sent To’ report is not a valid report in Marketing Cloud.

Send Throttling is a feature that allows marketers to control the speed and volume of email delivery over a period of time. Send Throttling can help marketers avoid overwhelming their subscribers’ inboxes or their own website servers with too many emails at once. Send Throttling can be configured by specifying the number of emails to send per hour or per day.

Einstein Engagement Scoring is the correct answer. This tool allows you to use artificial intelligence to score your subscribers based on their engagement behavior, such as opens, clicks, conversions, etc. You can use Einstein Engagement Scoring to easily target your most loyal subscribers by filtering them based on their predicted engagement level or score. You can also use Einstein Engagement Scoring to segment your subscribers based on their predicted attrition risk or optimal send time. Google Analytics Audience is not a valid option, as this tool only allows you to measure and analyze web traffic and behavior, not email engagement. Path Optimizer is not a valid option either, as this tool only allows you to test different paths or content variations in a journey based on different engagement metrics, not target loyal subscribers. You can learn more about this in the [Einstein for Marketing Cloud] module on Trailhead.

Leveraging Multilingual Content Blocks is the best option for NTO to create and send localized content at scale. Multilingual Content Blocks allow you to create a single content block that can display different versions of text based on the subscriber’s preferred language. You can use a spreadsheet or a data extension to store the translations and then map them to the content block. This way, you can avoid creating multiple templates or emails for each language. Leveraging templates with AMPscript or Enhanced Dynamic Content would require more coding and development skills.

The originally approved version of the email will be sent if the approval is withdrawn after scheduling the send. The withdrawal of approval does not affect the scheduled send, unless the marketer cancels or reschedules it manually. [Source: Trailhead]

 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.