Marketing-Cloud-Email-Specialist Sample Questions Answers

 Journey Builder and Engagement Split are no-code features that can be used to accomplish this scenario. Journey Builder is a tool that allows marketers to create personalized customer journeys across channels and devices. An Engagement Split is a type of decision split that evaluates how a subscriber interacted with an email, such as opening or clicking. Based on the outcome, the subscriber can be routed to different paths in the journey.

 Replacing call-to-action with interactive Email Form is the correct answer. This option allows you to include a form in your email that subscribers can fill out and submit without leaving their inbox. This can increase the response rate of your email by making it easier and faster for subscribers to provide feedback on their shopping experience. You can also use interactive email forms to collect other types of information from your subscribers, such as preferences, ratings, or surveys. A Salesforce Survey block called in by an AMPscript function is not a valid option, as this option requires subscribers to click on a link and leave their inbox to complete the survey. Making the call-to-action button that links to the feedback form bigger and with red background is not a good option either, as this option may not be enough to motivate subscribers to click on the button and provide feedback. You can learn more about this in the Interactive Email Form module on Trailhead.

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.

Data filters are low-code tools that can be used to create segments based on criteria applied to data extensions. They can be used to filter subscribers by age, opt-in status, or any other attribute. Filtering the .csv file before import is not a low-code option, and writing a query is a code-based option.

 The auto-suppression list is a list of subscribers who should not receive any commercial messages from your account. You can add subscribers to this list manually or automatically based on certain criteria, such as spam complaints. This will prevent the subscriber from receiving further commercial messages from your account.

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

The correct answer is A because a SQL Query activity can be used to select the unique email addresses from the data extension, a Data Extract activity can be used to export the data to a CSV file, and a File Transfer activity can be used to move the file to the Enhanced FTP Export folder. A Filter activity is not needed because the SQL Query can handle the filtering logic. A File Transfer activity is required to move the file from the Safehouse to the FTP folder.

 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]

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.

An Import Activity is a type of automation activity that can be used to import data from an external source into a data extension. It supports various file transfer protocols, including Amazon S3 buckets. An Import Activity can be configured to run on a schedule or triggered by an event.

APIs are application programming interfaces that allow different systems to communicate and exchange data with each other. APIs can be used to perform various tasks in Marketing Cloud, such as creating or updating subscribers, sending messages, triggering automations, retrieving tracking data, etc. APIs can also be used to update subscriber information in real time based on their actions or preferences.

 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.

If you import an encrypted file of subscriber data, you need to configure Field-Level Encryption in the import file activity. This allows you to specify which fields are encrypted and how to decrypt them. The Manage Files in File Transfer activity is used to move files from one location to another, not to import them. The character encoding setting is used to ensure the correct display of characters in different languages, not to decrypt encrypted data. You can learn more about this in the Importing Data into Marketing Cloud module on Trailhead.

 Creating from template and choosing triggered send template is required when creating a data extension for a triggered send. This template includes the required fields for a triggered send, such as Subscriber Key, Email Address, and Triggered Send External Key. Selecting the ‘Use for triggered send’ checkbox is not required, but optional. Including the Subscriber Key and Email Address field as the primary key is not correct, because only one field can be the primary key, and it should be Subscriber Key.

 A sender profile is the correct answer. A sender profile is a setting that allows you to configure the from name, from email, and reply email for a send. You can also specify a specific IP address and a subdomain to use for your sender profile. This way, you can send your transactional emails from a different IP address and subdomain than your promotional emails, which can help improve your deliverability and reputation. You can learn more about this in the Email Creation and Sending module on Trailhead.

Mobile Aware is an email design technique that uses a single-column layout, large fonts, clear calls to action, and minimal images to optimize the email for mobile devices. Mobile Aware is the easiest and quickest way to create mobile-friendly emails, as it does not require any coding or media queries.

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.

Frequency split is a journey builder activity that splits contacts based on how often they have received messages from the account. It can be used to focus marketing efforts on subscribers who are least likely to unsubscribe by sending them fewer or more relevant messages. Path optimizer and scoring split are not related to frequency.

Triggering an automation via API is a method that allows marketers to start an automation based on an external event or process, such as a website action. The automation can be triggered by calling the Perform method of the Automation object in the SOAP API. This method can be used to run an automation immediately or schedule it for a future date and time.

 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.

To cancel the send after it was scheduled, you should navigate to the overview tab in email studio. There, you can see all your scheduled sends and cancel them if needed. You can also edit or reschedule your sends from this tab.

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.

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.

Journey Builder is a tool that allows marketers to create personalized, cross-channel customer journeys based on real-time behavior and data. Journey Builder can use a Recurring Entry Source to inject contacts from multiple data extensions into a journey on a daily basis. Journey Builder can also use Messaging and Flow Control Activities to send emails and mobile messages and control the timing and frequency of the communications.

 Block bounces are a metric that should be analyzed as a possible indicator of bad sender reputation. Block bounces occur when an email is rejected by a recipient’s mail server because it considers the sender’s IP address or domain as a source of spam. This can negatively impact the sender’s reputation and affect their deliverability. Send volume and click rate are not directly related to sender reputation, although they may influence other factors such as engagement and spam complaints.

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

 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.

 Einstein Messaging Insights provides notification badges to alert marketers of any performance issues with their email campaigns. It also provides recommendations on how to improve the email performance. [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]

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.

 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.

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.

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.

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.

 Einstein Copy Insights is the tool that should supply insights into the tone of subject lines. Einstein Copy Insights is a feature that uses natural language processing and machine learning to analyze your subject lines and provide suggestions for improvement. It also shows you the tone of your subject lines, such as positive, negative, neutral, or mixed, and how it affects your engagement metrics, such as open rate, click rate, etc. Einstein Recommendations is a feature that uses artificial intelligence to provide personalized product or content recommendations for your subscribers based on their behavior and preferences. Einstein Messaging Insights is a feature that uses predictive intelligence to identify issues or opportunities with your email campaigns based on performance trends and anomalies.

‘Update Email Now’ needs to be applied to each email that uses the updated template. This option will update the email content with the latest changes from the template. Recreating the email using the updated template would also work, but it would be more tedious and unnecessary. The template does not need to be approved before updates are reflected, but rather saved.

 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 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.

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]

 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.

 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.

 Editing the fields in the synchronized data source is the first step to ensure the new fields are available to segment on. The marketer needs to select which fields they want to sync from Salesforce to Marketing Cloud, and then wait for the sync process to complete. Creating a new data extension or a data filter with the new fields would not work if the fields are not synced first.

 Journey Builder is a tool that allows marketers to create personalized, cross-channel customer journeys based on real-time behavior and data. Journey Builder can integrate with Salesforce CRM and other systems to update records based on customer actions. For example, a marketer can use a Salesforce Data Event to trigger a journey when a customer registers for an event, and then use a Salesforce Data Update Activity to update the customer’s RSVP status when they click a button in the confirmation email

Selecting an automation to populate the Entry Source Data Extension is what the marketer should do in order to run a journey multiple times a day after new data is compiled. This option allows the marketer to use an automation that imports or updates data in a data extension and then use that data extension as an entry source for a journey. The automation can be scheduled to run multiple times a day and trigger the journey accordingly. Selecting the Recurring schedule type for the entry source in Journey Builder would not work if the data is not in an attribute group in Contact Builder. Scheduling and activating Triggered Sends for the messages in the journey would not work if the marketer wants to use other journey activities besides sending emails.

Behavioral Trigger is the correct answer. A behavioral trigger is a type of entry source that allows you to inject contacts into a journey based on their behavior or interaction with your brand. For example, you can use a behavioral trigger to start a journey when a contact makes a purchase on your website, clicks a link in an email, or fills out a form on a landing page. You can learn more about this in the Journey Builder Basics module on Trailhead.