Marketing-Cloud-Email-Specialist Questions and Answers

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.

Configuring Field-Level Encryption in import file is the correct answer. This option allows you to specify which fields are encrypted and how to decrypt them in the import file activity. This way, you can import decrypted information to a data extension from an encrypted file of subscriber data. Managing Files in File Transfer is not a valid option, as this option only allows you to move files from one location to another, not to import them. Specifying character encoding in import file is not a valid option either, as this option only allows you 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.

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.

To identify the subscribers who have opened an email in the past year, you should use the _Open data view. This is a system data view that stores information about email open events for all subscribers in your account. You can query this data view using SQL to filter by date and email name or ID

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.

Contacts analytics is a report that shows how the cross-channel customer population has changed over time. It can be used to track the growth or decline of contacts across different channels, such as email, mobile, or social. Contacts count is a report that shows the total number of contacts in the account. Audience engagement over time is a report that shows how contacts interact with messages over time.

Einstein Engagement Scoring is a feature that assigns scores to subscribers based on their likelihood to open, click, or unsubscribe from an email. Marketers can use these scores to segment their audience and optimize their email campaigns. [Source: Trailhead]

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]

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.

Scheduling an automation to refresh the filter activity each day is the best step to ensure the data extension includes newly added records, as it allows the marketer to automate the process of updating the filtered data extension based on the latest data in the source data extension. The automation can run at a specified time or frequency, or be triggered by an event. Checking the ‘AUTOMATICALLY REFRESH UPON SENDING’ checkbox or configuring the filter DE to auto-refresh daily in properties would not work for this scenario, as they only refresh the data extension when it is used as a target audience for an email send.

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

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.

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]

 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.

 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 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.

To process the files as they are received while minimizing network, you should replace the schedule with file drop and use a filename pattern. This will allow you to trigger the automation whenever a file with a specific name pattern is dropped into the Marketing Cloud SFTP

 Einstein Content Selection is the feature that NTO should use to build a welcome journey for new customers with dynamic content in each email. Einstein Content Selection allows marketers to create personalized content for each customer based on their behavior and preferences, and also include assets that are automatically optimized based on real-time performance data. Einstein Content Selection can be used with Content Builder to create dynamic content blocks that can be inserted into emails and journeys. 

‘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.

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

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.

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.

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]

 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.

 Scaling back sending for specific ISPs until the issue subsides can help improve deliverability by avoiding spam complaints and hard bounces. Increasing the frequency of email sending may worsen the deliverability issue by triggering spam filters and irritating subscribers. Broadening segmentation criteria may not help if the content is not relevant or engaging for the audience.

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.

 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.

Using contrasting colors is a best practice for designing accessible emails, as it helps users with visual impairments or color blindness to distinguish between different elements of the email. Contrasting colors can also improve readability and attention for all users. A common guideline for choosing contrasting colors is to use a minimum contrast ratio of 4.5:1 between foreground and background colors.

 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]

 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.

 A Reference Content Block is a type of content block that allows marketers to reference another content block within an email. This means that any changes made to the referenced content block will automatically update in all emails that use it. A Reference Content Block is useful for including content that changes frequently or needs to be consistent across multiple emails, such as special events or offers.

 Path Optimizer is a tool that allows marketers to test various paths within a journey based on parameters and assess the effectiveness of each path. Path Optimizer can also automatically select the best performing path and send all contacts through it. [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]

 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.

 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.

 The DoNotTrack attribute is a personalization string that can be used to prevent Marketing Cloud from tracking opens and clicks for a specific subscriber. It can be set to true or false in the subscriber’s profile or in a data extension field. If it is set to true, Marketing Cloud will not record any opens or clicks performed by that subscriber.

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.

 If you want to ensure the exclusion is updated before the audience query runs, you should place the audience SQL Query Activity in a step after the exclusion SQL Query Activity. This way, the exclusion query will run first and update the data extension with the subscribers who should be excluded from the send. Then, the audience query will run and pull the subscribers who meet the criteria for the send, excluding those who were filtered out by the previous query. Placing a wait step between them or placing them in the same step will not guarantee that they will run in the correct order. You can learn more about this in the [Automation Studio Basics] module on Trailhead.

 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.

If you need to send emails to the creative team for proofing as part of an email campaign, you should use Approval Workflow as an automatic flow. This feature allows you to create approval rules and assign approvers for your emails before they are sent. You can also track the status of your approvals and receive notifications when they are completed or rejected. Subscriber Preview is a tool that allows you to preview how your email will look for different subscribers, but it does not send them an email. Content Builder Approvals is a feature that allows you to request feedback on your content from other users within Content Builder, but it does not send them an email either. You can learn more about this in the [Email Approval Process] 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.

 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

 An Interactive Email Form is a type of content block that allows marketers to create and embed a form within an email. The form can collect information from subscribers, such as feedback, preferences, ratings, etc., without requiring them to leave their inbox. The form can also link to a confirmation page or another email after submission. An Interactive Email Form can increase the response rate by making it easy and convenient for subscribers to provide feedback.