Salesforce Email Marketing Cloud Certification

Front 1

Compilation of subscribers that receive your communications

Back 1

List

Front 2

A table within the application database that contains your data which can store sendable subscriber data like Lists or just to house relational data

Back 2

Data Extension

Front 3

Choose whether to use a List or Data Extension

- 500,000 subscribers or less long-term

Back 3

List

Front 4

Choose whether to use a List or Data Extension

- Greater than 500,000 subscribers

Back 4

Data Extension

Front 5

Choose whether to use a List or Data Extension

- You use the XML API

Back 5

List

Front 6

Choose whether to use a List or Data Extension

- You use the SOAP or REST APIs

Back 6

Data Extension

Front 7

Choose whether to use a List or Data Extension

- you send global messages

- you require fast import speeds

- you implement triggered sends

Back 7

Data Extension

Front 8

Choose whether to use a List or Data Extension

- You prefer simplicity over performance

- You do not require fast import speed

- You plan to use a limited number of subscriber attributes

Back 8

List

Front 9

________ attribute contains information to characterize a subscriber profile.

For example, each subscriber may be asked to provide their gender, birthdate, and email address.

Back 9

Profile

Front 10

What are the three default profile attributes?

Back 10

- Full Name

- Email

- User Defined (which is intended as a generic attribute that you can use as needed)

Front 11

Can you modify the three default profile attributes?

Back 11

You cannot modify these attributes.

Front 12

A __________ attribute characterizes how a subscriber prefers to receive email. These are specified as "yes or no" choices to a declarative statement.

Back 12

Preference

Front 13

A ____________ key is a text field that contains a value that uniquely identifies a subscriber in your system.

Back 13

Subscriber

Front 14

A subscriber key is used to determine...

Back 14

Whether a subscriber you import or create already exists in the system.

Front 15

Using a subscriber key gives you the ability to...

Back 15

Identify subscribers with a value that you choose and have a single email address appear in your database multiple times associated to different subscriber keys.

Front 16

Used to relate multiple data extensions together

Back 16

Data Extension Key

Front 17

The ____________ is considered the master list of records for the account.

Every subscriber in your account appears in the ____________.

Back 17

All Subscribers list

Front 18

Usually, the data you keep in a data extension relates to a subscriber but does not fit in the subscriber profile and preference attributes for one of the following reasons:

Back 18

A subscriber can have varying numbers of values. For example, a subscriber's first name fits as a subscriber attribute because you will probably refer to a subscriber by only one first name. On the other hand, a list of the subscriber's transactions in the last month might not fit well because it is difficult to predict how many transactions a subscriber will have completed in the last month.

The information is related to the subscriber through a third piece of information. For example, you maintain the subscriber's preferred airport code as a subscriber attribute, but maintain the name of the airport in a data extension.

Front 19

When you create a data extension, you provide the following information for each field:

Back 19

Name

Data type

Field length

Whether the field is included in the primary key of the table

Whether the field is required to have a value

Front 20

A __________ ___________ is when a subscriber chooses to unsubscribe from every email sent from your company.

When a subscriber __________ ___________ , their status is set to Unsubscribed on all your lists as well as your master list.

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Master Unsubscribe

Front 21

A __________ ___________ is an event that occurs when a subscriber chooses to unsubscribe from every email sent from the Salesforce Marketing Cloud.

Back 21

Global Unsubscribe

Front 22

List at least three requirements to use the Import Wizard

Back 22

Your account must be configured to use enhanced FTP in order to use the Data Extension import wizard

Before you can import a file, you must create a data extension and create the import file

Your import file must contain a header row and at least one row of data

Your import file must be a comma-delimiter, tab-delimiter or other delimited file

You can use the import activity or the import wizard to populate your data extension.

Front 23

List at least three requirements for Import Activity

Back 23

An import is an activity to use the information from an outside file to update a subscriber list or data extension

You can start an import activity each time you want to import a file, or you can include the import activity in a scheduled program to cause it to import a file at recurring intervals

If your account is integrated with a Salesforce account, you can use an import activity to create and populate a data extension with the data from a Salesforce object or report

If you import to a list using the import activity, the system uses the List Detective tool to prevent bad email addresses from being imported

If the file you are importing is encrypted or compressed, you can create a file transfer activity to prepare the file for import

Front 24

Describe a scenario using API Calls

Back 24

You can use the web service API to automate the addition of subscribers to your ExactTarget account as part of activities performed outside the application's user interface

For example, you can use API calls to add subscribers from information gathered from your corporate website

You can use the web service API to create lists (including publication lists and suppression lists) from within your development environment or other system to your ExactTarget account.

Front 25

A group is a subset of subscribers. There are two types of groups:

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Filtered Group: A filtered group is generated by filtering subscribers by profile attributes, preference attributes, filters, and measures

Random Group: A random group splits up subscribers from a selected list and places the subscribers into groups.

Front 26

Use subscriber behavior to segment your subscriber base through Marketing Cloud _________.

For example, you can find all subscribers who have opened an email within the last 3 months.

Back 26

Measures

Front 27

A _____ ______is similar to a group, except that ______ _____ can be applied to Data Extensions and can include and/or statements.

Back 27

Data Filter

Front 28

A _______ ______ will segment your subscribers on a list or a data extension, according to the criteria you set.

For example, you could use a _____ ____ to find all of your subscribers on a particular list who own a car OR a motorcycle AND live in the state of Indiana OR Ohio.

Back 28

Data Filter

Front 29

You can use a _______ _________ to retrieve Data Extension data or view information that matches your criteria and use that information to populate a Data Extension.

A _____ _______ uses SQL and AMPscript.

Back 29

Query Activity

Front 30

Explain the four ways to use tools to segment data.

Back 30

Groups (filtered & random)

Measures

Data Filters

Query Activity

Front 31

A _________ is a unit of subscriber behavior that you define in your account.

For example, if you use dynamic from addresses on an email job, the tracking for the job is all grouped together.

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Measure

Front 32

Name all of the available measures

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Bounce

Click

FATF (Forward to a Friend)

Not Clicked

Not Opened

Open

Sent

Survey Response

Unique Click

Unique Open

Unsubscribe

Front 33

A ________ _______ specifies that a column in one data extension contains the same kind of information as a column in another data extension or in a subscriber attribute.

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Data Relationship

Front 34

A ______ _______ is a hierarchical administrative structure that controls access to information and sharing of information.

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Business Unit

Front 35

A subscriber key is used to determine...

Back 35

Whether a subscriber appears multiple times on a list, group, or data extension to be sent a message. This allows an email address to be included multiple times related to different subscriber key values.

Front 36

A subscriber key is used to determine...

Back 36

Which subscriber record to update when a subscriber accesses their profile center or subscription center

Front 37

A subscriber key is used to determine...

Back 37

Which subscriber record to unsubscribe when a subscriber clicks the unsubscribe link in an email.

Front 38

True or False:

You can run reports asynchronously, meaning that you can continue working while the report runs off-screen.

Back 38

True

Front 39

Reports that you run ___________ are delivered to your email inbox or FTP server.

For some reports, you can also choose to run the report inline and have the results appear on your screen.

Back 39

Asynchronously

Front 40

Identify the elements that make an email message effective: Create compelling content

Back 40

A subject line that captures people’s attention

Give readers what you promised them in the subject line

Tailor your email voice

Front 41

Identify the elements that make an email message effective: Offer readers something of value

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Useful and helpful information about the things they find difficult or inconvenient

Work towards making yourself a trusted friend

Front 42

Identify the elements that make an email message effective: Target your content

Back 42

Deliver different types of content to each group according to what is of the most interest to them

Front 43

Identify the elements that make an email message effective: Golden Rule

Back 43

Build trust and credibility and don’t sell too hard.

Front 44

The Salesforce Marketing Cloud requires that all messages comply with _________, regardless of the sender or recipient destination country.

Back 44

CAN-SPAM

Controlling the Assault of Non-Solicited Pornography And Marketing Act of 2003)

Front 45

Explain acquisition methods to allow potential subscribers to opt-in.

Back 45

Be clear in the subject line

Restate your value proposition

Use YES and NO options

Try sending a second request

Front 46

__________ ________ permits you to create and store content for use across all channels within your Salesforce Marketing Cloud account

Back 46

Content Canvas

Front 47

_________ _______is a cross-channel content editor that was built on CKEditor, an open source WYSIWYG editor, that provides a high standard of quality output.

Back 47

Content Builder

Front 48

Name the tool that checks for spam

Back 48

Content Detective

Front 49

Name the tool that completes a rendering of an email as it will be sent to a recipient.

Back 49

Send Preview

Front 50

Name the tool that Optimize your emails to appear how you want them to in each of your targeted email clients

Back 50

Inbox Preview

Front 51

Name the tool that checks for the the presence of an unsubscribe link, a physical mailing address, correct syntax for attributes used as personalization strings, and the existence of any content areas defined in the dynamic content rules.

Back 51

Email Validation Tool

Front 52

Name the tool used for previewing the HTML and text versions of the email, and the dynamic content (if used) for attributes, previewing the email for a subscriber, and delivering the email to a test email address.

Back 52

Test Send

Front 53

A _______ _______ lets you define parameters for an email job in a central location and reuse those parameters for multiple email send definitions

Back 53

Send Classification

Front 54

A ___________ ____________ is a record where you specify the from information for a message send in a central location and reuse that from information across multiple message sends without having to select the information each time.

Back 54

Sender Profile

Front 55

You select a _________ __________ when you create a send classification.

You can override the sender profile on the send classification when you include the send classification in a message interaction.

Back 55

Sender Profile

Front 56

A _________ _________ is a record where you can specify the delivery information for a message in a central location and reuse that information across multiple message sends without having to select the information each time.

Back 56

Delivery Profile

Front 57

These are automations scheduled or started based on a user defined time or parameters.

Users can select to run automations immediately/one time, scheduled/one time, or scheduled/recurring.

Back 57

User-Initiated Automation

Front 58

Automations that are prompted to run when a file is dropped into a designated Enhanced FTP folder.

__________ _________ do not run on a schedule; rather, they run automatically whenever the Enhanced FTP folder detects the addition of a new file.

Back 58

Triggered Automations

Front 59

Name the three default email playbooks available from salesforce email marketer.

Back 59

Welcome Series, Customer Anniversary, Birthday Email

Front 60

List the three requirements for a data extensison.

Back 60

Name (used to identify the data extension within the system)

External Key (used to identify the data extension within API calls)

Description (used to identify the type and purpose of information contained within the data extension)

A collection of attributes, each with the following properties

Front 61

True or False: You must create a send classification before you can include it in the interaction.

Back 61

True

Front 62

A ________ _______lets you define parameters for an email job in a central location and reuse those parameters for multiple email send definitions.

For example, an administrator might create a send classification that can be used every time a catalog is sent out to ensure that the appropriate parameters are used every time.

Back 62

Send Classification

Front 63

An email subject line should be ___ words or less.

Back 63

Fifty

Front 64

Pick the following areas on an email to A/B Test.

Back 64

Preheader

Body

Content Blocks

Send days/times

Subject lines

Front 65

You should limit your preheader to ____ characters or less.

Back 65

100

Front 66

Processing unsubscribe requests must occur within ______ days and your unsubscribe mechanism must work for at least ____ days after the mailing.

Back 66

10, 30

Front 67

Accurately identify the sender in the header information.

Back 67

CAN-SPAM

Front 68

Use a subject line that accurately represents the content of the email.

Back 68

CAN-SPAM

Front 69

Identify the message as an advertisement

Back 69

CAN-SPAM

Front 70

Include your physical mailing address.

Back 70

CAN-SPAM

Front 71

Honor opt-out requests promptly. Process an unsubscribe request within 10 days, and keep your unsubscribe mechanism operational for at least 30 days after the mailing.

Back 71

CAN-SPAM

Front 72

Provide a mechanism to opt out. You cannot require a subscriber to log in or visit more than a single page to unsubscribe.

Back 72

CAN-SPAM

Front 73

Describe Mobile Aware

Back 73

Mobile optmized tempalte - one column

Large text

Space out content for people to tap on links

Front 74

List the ways a winner is determined for A/B testing

Back 74

Highest Unique Opens

Or

Highest Click Through Rate

Front 75

Name 4 testing tools for email

Back 75

Content Detective

Validation

Send Preview

Test Send

Front 76

Name the 4 automation tools

Back 76

Playbooks

Journey Builder

API

Automation Studio

Front 77

Name the two type of automation avaliable within automation studio

Back 77

Scheduled Automation

Triggered Automation

Front 78

Use a _____ ______ when you want your automation to start based on a _______ you define, or when you want to run an automation once.

Back 78

Scheduled Automation

Schedule

Front 79

Use a _______ _______ when you want your automation to start based on the event of a file being dropped into your designated Enhanced FTP folder

Back 79

Triggered Automation

Front 80

The _______ in Automation Studio defines the automation activities

Back 80

Workflow

Front 81

Workflow activites

Back 81

Data Extract

Import File

Transfer File

Front 82

Name three repeat options when defining a schedule

Back 82

Hourly, Daily, Weekdays, Monthly, Yearly

Front 83

When can a schedule automation end?

Back 83

Never, After, On Date

Front 84

What is a primary key?

Back 84

Marks whether the values in the field are unique.

Front 85

What is a send relationship?

Back 85

Defines a field in sendable data extension to map all to Subscriber Key in All Subscribers when sending

Front 86

List the three types of unsubscribes

Back 86

List

Master

Global

Front 87

What are the two segmentation tools in the email application?

Back 87

Drag and Drop Segmentation

Query