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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/multiple-select questions, 5 unscored questions
  • Time allotted to complete the exam: 90 minutes
  • Passing score: 65% (39 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

Email Marketing Best Practices: 15%

  • Given a customer scenario, evaluate the elements and techniques of email marketing to design an effective email campaign.
  • Given a customer scenario, recognize situations where legal compliance may be an issue during an email campaign.
  • Given a customer scenario, differentiate elements of an email that can impact message deliverability.
  • Given a customer scenario, demonstrate appropriate and effective subscriber acquisition methodologies.
  • Given a customer scenario, apply best practices of communicating with a population.

Email Message Design: 13%

  • Given a customer scenario, recommend email design best practices to implement.
  • Given the desired output functionality, recommend methods for creating responsive emails.
  • Given the desired output requirements, recommend strategies to A/B test email elements.
  • Given a desired sending process, recommend Marketing Cloud tools to use when preparing an email for send.
  • Given an email message design, determine the correct use of Approvals.

Content Creation and Delivery: 18%

  • Given a scenario, create and customize an email message to meet a customer’s need.
  • 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.

Marketing Automation: 19%

  • Given a customer scenario, recommend the appropriate marketing automation solution.
  • Given a scenario to manage customer data, configure the appropriate marketing automation tools.

Subscriber and Data Management: 28%

  • Given the desired output requirements, set up Subscriber Lists and Data Extensions in the Marketing Cloud.
  • Given a customer’s business requirements, determine how to import data into Marketing Cloud as per best practices.
  • Given a customer’s business requirements, configure segmentation tools to accurately model subscribers and data.
  • Given a customer scenario, recommend the marketing unsubscribe subscription management solution that meets the requirement based on customer frequency, permission, and preferences.

Tracking and Reporting: 7%

  • 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 need to run reports, configure and run Marketing Cloud ad hoc and automated reports.

6. Important Topics for Marketing Cloud Email Specialist Exam

6.1 Email Marketing Best Practices: 15% (9 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 Email Message Design: 13% (8 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 Content Creation and Delivery: 18% (11 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 Marketing Automation: 19% (11 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

6.5 Subscriber and Data Management: 28% (17 Questions)

ListData Extension
A list is a compilation of subscribers that receive your communicationsA data extension is a table within the application database that contains your data
Use List when less than 500,000 subscribersUse DE when more than 500,000 subscribers
User List when you don’t require fast import speedUser DE when you require fast import speed
User List when you plan to use a limited number of subscriber attributesUse DE you prefer a flexible subscription model
  • Data Extension Data Types
TEXTAlpha-numeric characters, including whitespaces, up to 4000 characters
NUMBERInteger, no decimals or parenthesis
DATEOne of the locale-supported dates or ISO (YYYY-MM-DD HH:mm:ss). System date is generated in CST (UTC-06:00).
BOOLEANBoolean logic values (true/false) true = 1, Y, Yes, TRUE false = 0, N, No, FALSE
EMAILVerified for the “@” character and overall domain format, up to 254 characters long
DECIMALNumbers 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)
PHONEString with 15 characters, strips out non-digits
LOCALEISO Language and country, 2-5 characters (e.g AU or EN-US)
Data Extension Data Types

6.7 Tracking and Reporting: 7% (4 Questions)

7. Additional Resources

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