Marketing-Cloud-Email-Specialist Salesforce Certified Marketing Cloud Email Specialist (SU24) Questions and Answers

To address the increase in unsubscribes without eliminating planned emails, the marketer should use a Frequency Split. The Frequency Split activity in Journey Builder helps marketers segment their audience based on how frequently they want to receive emails. By focusing on subscribers who are least likely to unsubscribe, the marketer can continue their email campaigns while reducing the risk of further unsubscribes.

To ensure that individual office locations have access to patient portal registration data without accessing the parent level BU, the marketing team can use the filter activity after the file import to populate shared data extensions. These shared data extensions can be set up to be available to child BUs, allowing data access while maintaining data security and separation between BUs.

References:

Salesforce Marketing Cloud Documentation on Shared Data Extensions

Salesforce Marketing Cloud Documentation on Filter Activities

To import an encrypted file and decrypt it into a data extension, you should use the 'Manage File' activity within the File Transfer functionality of Automation Studio. This activity allows you to handle file decryption during the import process, ensuring that the data is securely imported and decrypted for use in your data extension.

References: Salesforce Marketing Cloud Documentation on File Transfer

 To ensure that each email is fully sent before the next begins, each Send Email activity should be added to different steps in the automation. This sequential approach ensures that the next email activity will not start until the previous one has completed. This method is supported by Salesforce Marketing Cloud's documentation on building automations in Automation Studio, where the best practices for structuring sequential email sends are described.

In Datorama Reports for Salesforce Marketing Cloud, using Tabs can significantly improve dashboard usability. Tabs help organize data and reports into manageable sections, making it easier for users to navigate through different metrics and insights without overwhelming them with too much information on a single page.

Subject and Preheader Validation is a feature in Salesforce Marketing Cloud that checks for common issues in the subject line and preheader text before an email is sent. This validation would alert users to potential problems, such as placeholder text like "[For APPROVAL]", helping to avoid sending emails with incorrect subject lines.

When a global template is moved to the shared folder and needs to be used across all business units while maintaining branding standards, selecting the "Edit Globally" permission option ensures that the template can be edited at the top level. This permission allows for updates to be made centrally, which are then propagated across all instances where the template is used, ensuring consistency and adherence to branding guidelines.

To obtain information on the email performance of an abandoned cart journey, including data on all versions of a specific journey’s cross-channel performance data, the Analytics Dashboard in Journey Builder should be used. The Analytics Dashboard provides comprehensive insights and detailed metrics about the performance of journeys, including engagement across different channels and versions.

References:

Salesforce Help: Journey Builder Analytics Dashboard

Salesforce Marketing Cloud: Journey Builder Reporting

To ensure that the content within email templates adheres to branding guidelines, you can configure restrictions within a Content Area to limit the types of content blocks that can be used. This ensures that only approved types of content are used in the email, maintaining consistency with branding guidelines.

To quickly determine the number of records with 'Djibouti' as the value for the Country field, a Data Filter can be used. This tool allows marketers to create filters based on specific criteria and view the count of matching records in a few simple steps.

To understand the metrics of email sends on a data level, particularly during IP address warming, the "Email Performance by Domain" report should be used. This report provides detailed insights into how emails are performing across different domains, which is crucial for identifying and addressing deliverability issues during the IP warming process.

References:

Salesforce Help: Email Performance by Domain Report

Salesforce Marketing Cloud: Understanding Email Deliverability

To ensure that emails are accessible, the email designer should follow best practices such as using contrasting colors. High contrast between text and background colors helps people with visual impairments or color blindness to read the content more easily. This practice is a key aspect of meeting accessibility standards and making content accessible to a broader audience.

When importing a daily feed of active customers into a data extension, the "Overwrite" option should be used to ensure that the data extension only contains currently active customers. This import option replaces the entire data extension with the new data, removing any records that do not appear in the latest feed and ensuring that only the most current and relevant data is retained.

References:

Salesforce Marketing Cloud Documentation on Data Extension Import Types

The Verification Activity in Automation Studio ensures that the steps within an automation are only executed when a certain condition is fulfilled. This activity is used to check for specific conditions or criteria, such as the presence of data in a file or the success of a previous step, before proceeding with the next step in the automation process. This ensures that subsequent steps are not executed on empty or incorrect data, preventing errors and ensuring data integrity.

A Multi-Step journey is best suited for testing Einstein Recommendations against static product recommendations in a product return confirmation email. This type of journey allows you to set up a series of steps or stages, including A/B testing or split activities, to test different content variations and measure their performance over time. By using a Multi-Step journey, NTO can create different paths within the journey for recipients to receive either Einstein Recommendations or static recommendations. The results can then be compared to determine the more effective recommendation strategy.

To target subscribers who are not receiving too many emails but are engaging constantly with the emails sent to them, Northern Trail Outfitters should use Einstein Engagement Frequency. This feature uses AI to analyze and predict the optimal number of emails each subscriber should receive to maximize engagement without causing fatigue. It helps marketers balance their sending frequency to maintain high engagement levels.

To improve email accessibility, increasing the font size to over 16pt is a best practice as it makes the content easier to read, especially for people with visual impairments. Larger font sizes enhance readability and ensure that the email content is accessible to a broader audience. This practice aligns with accessibility guidelines and helps create a more inclusive email design.

References:

Salesforce Marketing Cloud Documentation: Email Accessibility Best Practices

Multilingual Content Blocks in Salesforce Marketing Cloud allow users to manage and send localized content efficiently. This feature supports creating content blocks in different languages and automatically selecting the appropriate block based on the subscriber's language preference. This method simplifies the process of sending localized content without needing extensive email developer resources. The use of Multilingual Content Blocks is well-documented in Salesforce Marketing Cloud's resources on creating and managing content.

To personalize the From Name in emails with the targeted customer's specific representative, Northern Trail Outfitters should use a Sender Profile in conjunction with AMPscript Lookup. A Sender Profile allows the configuration of dynamic sender information, and AMPscript Lookup can be used to retrieve the representative's information from a data extension. This combination enables the dynamic personalization of the From Name in emails.

References:

Salesforce Marketing Cloud Documentation on Sender Profiles

Salesforce Marketing Cloud Documentation on AMPscript Lookup

To create a sendable data extension from various tables including orders, subscribers, and product line items, the marketer should use Data Designer. Data Designer allows users to define and relate data within Marketing Cloud, facilitating the creation of complex data relationships and data extensions used in journeys and campaigns.

References:

Salesforce Marketing Cloud Documentation on Data Designer

When the file delivery cadence changes to multiple times a day, it is efficient to replace the existing schedule-based automation with a File Drop automation. This setup triggers the automation whenever a file matching a specific filename pattern is dropped into the SFTP, thereby minimizing network usage and ensuring timely processing of the files as they are received.

To ensure no production emails are sent with the TACO prefix in the subject line, Northern Trail Outfitters (NTO) should add the word TACO to the Subject/Preheader Validation section of Email Studio. This validation step allows marketers to configure checks that will flag or prevent emails with certain keywords or phrases in the subject line or preheader from being sent, thus preventing test indicators like "TACO" from appearing in live emails.

The Data Retention Policy feature in Salesforce Marketing Cloud allows for the automatic deletion of records from a data extension after a specified period. For Northern Trail Outfitters, setting a Data Retention Policy to delete records after 30 days ensures that nonregistered customers' contact information is automatically removed, maintaining compliance with data protection policies.

To automatically refresh a filtered data extension on a scheduled basis, a marketer should use a Filter Activity in Automation Studio. This activity allows you to apply a filter to a source data extension and save the filtered results to a target data extension. By scheduling this activity within an automation, you can ensure that the filtered data extension is refreshed automatically at the desired frequency, such as daily before sending an email.

The List Unsubscribe header is an email header that allows subscribers to easily unsubscribe from emails without relying on the sender’s unsubscribe link. This header is managed by various email clients and ISPs, offering recipients a one-click method to unsubscribe, which can contribute to unsubscribe reasons even if Reply Mail Management (RMM) is not implemented in the account.

Defining a goal for each journey in Journey Builder helps marketers measure the success of their campaigns against specific objectives. Goals can be set to track important metrics like conversions, clicks, or other relevant actions. This feature allows for better performance tracking and optimization of customer journeys. Salesforce Marketing Cloud documentation provides detailed instructions on setting up and tracking goals within Journey Builder, supporting this approach as a best practice.

In Journey Builder, a 'Wait Until Event' activity is used to pause a journey until a specific event occurs, such as a purchase on a website. This allows the journey to continue with different steps based on customer behavior. For Northern Trail Outfitters, after the initial 'welcome' email, the journey can be configured to wait until the customer makes a purchase before proceeding to the next steps in the journey.

References: Salesforce Marketing Cloud Documentation on Wait Until Event

To improve email deliverability, it is effective to scale back sending to specific ISPs where issues have been identified. This approach helps in maintaining a good sender reputation and avoiding potential blocks or filtering by the ISPs. By reducing the sending volume to problematic ISPs temporarily, you give the infrastructure time to resolve the issues, which can then help improve overall deliverability rates. Reference: Salesforce Marketing Cloud Documentation on Email Deliverability Best Practices.

To ensure a data extension appears as a Recipient Test Data Extension in the Test Send menu, it must be created with the 'Is Testable' attribute. This designation allows the data extension to be used in test sends, ensuring that marketers can send test emails to individual subscribers in the data extension. This feature is crucial for validating how emails will appear to different segments of the audience.

References:

Salesforce Marketing Cloud Documentation: Testable Data Extensions

Send Throttling is a feature that helps manage large sends by controlling the rate at which emails are sent. By throttling the send, Northern Trail Outfitters can spread the email delivery over a period of time, which helps in managing deliverability and avoiding overwhelming the ISPs. This practice helps maintain a healthy sender reputation and ensures better deliverability metrics. Reference: Salesforce Marketing Cloud Documentation on Send Throttling.

 The Not Sent Tracking Extract in Salesforce Marketing Cloud provides detailed information about subscribers who were part of the send audience but did not receive the email. This extract can be configured in Automation Studio to automatically generate and analyze the list of subscribers who did not get the expected emails. Reference: Salesforce Marketing Cloud Documentation on Tracking Extracts.

Verification Activity in Salesforce Marketing Cloud ensures that specific criteria are met before an automation continues. In the context of Northern Trail Outfitters, using a Verification Activity can check if all necessary data extensions are present and correctly populated before proceeding with the automation. This step is crucial to prevent the automation from completing with missing data, which would result in inaccurate reports.

References:

Salesforce Marketing Cloud Documentation: Verification Activity

To ensure that a daily report of sends across all business units is sent to the director each day, the marketing developer should schedule the report in Marketing Cloud and configure it to email the file directly to the director. This can be done by setting up a report in Email Studio, defining the parameters and schedule for the report, and specifying the recipient email address. This ensures that the director receives the necessary data in a timely manner without manual intervention.

A Send Classification in Salesforce Marketing Cloud (SFMC) is configured to handle various sending parameters, including the ability to send transactional emails. Transactional emails must be sent regardless of the subscriber's status, including if they have unsubscribed. This is crucial for communications such as recall notices, where the information is considered essential. Send Classifications have a setting specifically for transactional emails which ensures that these emails bypass the standard unsubscribe list.

References: Salesforce Marketing Cloud Documentation on Send Classification

The Email Studio > Overview section in Salesforce Marketing Cloud provides key performance metrics and insights for recent email sends. This includes the delivery rate, open rate, click-through rate, and other vital statistics. For quickly finding the delivery rate of the most recent email, this is the appropriate location.

References: Salesforce Marketing Cloud Documentation on Email Studio Overview

The Einstein Send Time Optimization (STO) Activity in Journey Builder allows marketers to send emails at the optimal time for each subscriber based on their past engagement behavior. This helps increase the engagement rate by ensuring emails are sent when subscribers are most likely to interact with them.

To improve searching and filtering in Content Builder, marketers should add descriptive tags to each asset upon creation. Tags provide a way to categorize and quickly retrieve assets based on specific keywords or themes, enhancing organization and efficiency in locating content.

References:

Salesforce Marketing Cloud Documentation on Content Builder Organization

When importing an encrypted file, the first step is to decrypt the file using the File Transfer activity in Salesforce Marketing Cloud. The Manage Files option within File Transfer allows you to configure and automate the decryption process before importing the data into a data extension.

References:

Salesforce Marketing Cloud Documentation: File Transfer Activity