Salesforce Marketing Cloud Email Specialist Exam Guide

Salesforce Certified Marketing Cloud Email Specialist Exam Guide.

The Salesforce Marketing Cloud Email Specialist credential is designed for individuals who want to demonstrate their knowledge, skills, and experience in the following areas: email marketing best practices, message design, subscriber and data management, inbox delivery, email automation, and tracking and reporting metrics within the Marketing Cloud Email application.

1. About the Marketing Cloud Email Specialist Exam

Content: 60 multiple-choice questions, 5 unscored questions
Time allotted to complete the exam: 90 minutes
Passing score: 67% (41 Questions out of 60)
Registration fee: USD 200, plus applicable taxes as required per local law
Retake fee: USD 100, plus applicable taxes as required per local law
Prerequisite: None

2. Marketing Cloud Email Specialist Exam Guide

Marketing Cloud Email Specialist Exam Guide

3. Marketing Cloud Email Specialist Exam Certification Trailmix

Prepare for Your Salesforce Marketing Cloud Email Specialist Credential

4. Marketing Cloud Email Specialist Practice Test

Marketing Cloud Email Specialist Practice Test

5. Exam Outline

5.1 Email Marketing Best Practices: 10%

Given a customer scenario, evaluate elements and techniques of email marketing to design effective emails and email programs.
Given a customer scenario, differentiate elements of an email that can impact message deliverability.
Given a customer scenario, demonstrate appropriate and effective subscriber acquisition and retention methodologies.

5.2 Content Creation and Delivery: 24%

Given a desired sending process, recommend Marketing Cloud tools to use when preparing an email for send.
Given a customer scenario, create and customize an email message to meet customers’ needs.
Given a customer scenario, configure send settings to meet the customer requirements.
Given a customer scenario, organize and manage email campaign content.

5.3 Marketing Automation: 26%

Given a customer scenario, recommend the appropriate marketing automation solution.
Given a customer scenario, build the appropriate Automation Studio solution.
Given a customer scenario, build the appropriate Journey Builder solution.

5.4 Subscriber and Data Management: 26%

Given desired output requirements, setup Data Extensions in Marketing Cloud.
Given a customer’s business requirements, determine how to import data into Marketing Cloud.
Given a customer’s business requirements, configure segmentation tools to model subscribers and data.
Given a customer scenario, identify and troubleshoot send discrepancy based on subscriber preference management.

5.5 Insights and Analytics: 14%

Given a customer scenario, explain the different metrics available for email campaigns and what each one means.
Given an email campaign, describe the steps involved to analyze the performance results.
Given a customer scenario, configure and run Marketing Cloud ad hoc and automated reports.
Given a customer scenario, recommend an Einstein product that will analyze campaign effectiveness.

6. Important Topics for Marketing Cloud Email Specialist Exam

6.1 Email Marketing Best Practices: 10% (6 Questions)

Email Studio
CAN-SPAM Compliance
- As per CAN-SPAM legislation, all commercial emails must include a viable Internet-based opt-out mechanism, which must be active for a minimum of 30 days after you send the email
- You must display your company’s physical mailing address within the body of your email
Privacy and Data Protection
Email Deliverability
Send Classification
- Delivery Profile
  - IP Address
  - Header
  - Footer
- Sender Profile
  - Sender
  - From Name
  - From Email
  - Reply Mail Management Setting
- CAM-SPAM Classification
  - Commercial
  - Transactional
- Send Priority
  - Normal
  - Low
  - Hight
IP Warming Up – gradually increasing the volume of mail sent by a new IP address to build a strong sender reputation so that emails are not blocked by ISPs or end up in spam folder
Subscriber acquisition methodologies
Email Deliverability Best Practices

6.2 Content Creation and Delivery: 24% (14 Questions)

Email Design best practices
Email Design Toolkit
Distributed Marketing helps to create and manage co-branded messages across channels and devices deliver consistent experiences across corporate marketing and partner networks
Distributed Marketing – Send personalized email to Contact, Lead, Person Account
Distributed Marketing Permissions
Sending Options
- Quick Send – send a single, personalized email or SMS message to a lead, contact or person account, 75 individuals at a time from list view, 25,000 individuals at a time from Quick Send message record
- Campaign Send – add contacts, leads, or person accounts to single or multi-step journeys
Distributed Marketing works with
- Sales Cloud
- Service Cloud
- Financial Service Cloud
- Experience Cloud
Native tracking within Distributed Marketing requires Marketing Cloud Connect
Email Studio Administration

6.3 Marketing Automation: 26% (16 Questions)

Email Creation
Email Sending
Marketing Content Creation
Content Builder
Email Creation Best Practices
Email personalization
Given a scenario, send and deploy an email campaign to meet the customer requirement
Given a scenario, know how to manage content needed to deploy a customer’s email campaign

6.4 Subscriber and Data Management: 26% (16 Questions)

Audience Segmentation
Journey Builder
Four Main Pillars for the Perfect Journey
- Audience
- Data
- Content
- Channel
Roles that grant access to Journey Builder
- Marketing Cloud Channel Manager
- Marketing Cloud Content Editor/Publisher
Journey Builder Entry Sources
- Data Extension
- API Event
- Cloud Pages
- Inbound Chat
- Salesforce Data
- Event
Journey Builder Messages Activities
- SMS
- Email
- WhatsApp
- Push Notification
- Inbox
- In-App Message
Journey Builder Flow Control Activities
- Wait by Duration
- Wait Until Date
- Wait by Attribute
- Decision Split
- Path Optimizer
- Engagement Split
- Random Split
- Join
- Wait Until Event
- Scoring Split
- Frequency Split
- Wait Until Chat Response
- Interaction Studio Decision Split
- Einstein STO
Journey Builder – Goal and Exit Criteria evaluation for a contact happens every night at midnight central time, and whenever a wait time expires or a contact is injected into the journey
Journey Builder Validate feature confirms that the entry sources, settings, activities, goals, and exit criteria are set up to work as planned
Journey Builder Path Optimizer – gives you the ability to test up to 10 paths in Journey Builder and recommend you the optimal path based on the Winner Evaluation criteria specified.
- Split -add or remove paths and select the audience percentage for each path
- Holdback – allow a percentage of your audience to wait to receive the winning path. Only available for a one-time scheduled journey, not ongoing journeys
Journey Builder Reports – two standard reports, can ben run any time or scheduled, can be emailed or exported via FTP
- Journey Builder Email Send Summary
- Journey Builder Email Sends by Day
Automation Studio
Marketing Cloud APIs

Subscriber Lists
Publication List
Suppression List
Data Extensions
List vs Data Extension

List	Data Extension
A list is a compilation of subscribers that receive your communications	A data extension is a table within the application database that contains your data
Use List when less than 500,000 subscribers	Use DE when more than 500,000 subscribers
User List when you don’t require fast import speed	User DE when you require fast import speed
User List when you plan to use a limited number of subscriber attributes	Use DE you prefer a flexible subscription model

Data Extension Data Types

TEXT	Alpha-numeric characters, including whitespaces, up to 4000 characters
NUMBER	Integer, no decimals or parenthesis
DATE	One of the locale-supported dates or ISO (YYYY-MM-DD HH:mm:ss). System date is generated in CST (UTC-06:00).
BOOLEAN	Boolean logic values (true/false) true = 1, Y, Yes, TRUE false = 0, N, No, FALSE
EMAIL	Verified for the “@” character and overall domain format, up to 254 characters long
DECIMAL	Numbers with decimal points. Defines total length + digits after decimal point, e.g. 4,2 = up to 4 digits in total (12.34 but not 1234.56)
PHONE	String with 15 characters, strips out non-digits
LOCALE	ISO Language and country, 2-5 characters (e.g AU or EN-US)