Marketing Cloud Email Specialist
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Core Resources
Exam Overview
From the official exam guide
Questions
65
Duration
90 min
To Pass
67%
Pricing
$200 registration · $100 retake
Delivery
Online proctored or at a testing center
Experience
Prerequisites
No prerequisites required
Exam Topics
Each topic section shows the topic weight, learning objectives, and links to study resources.
Email Marketing Best Practices10%
Email design principles, subject lines and preheaders, personalization and segmentation strategies, deliverability mechanics (SPF, DKIM, DMARC, IP warming, bounce handling), CAN-SPAM and GDPR compliance, subscriber acquisition and list growth, and opt-in best practices.
- Given a customer scenario, evaluate elements and techniques of email marketing to design effective emails and email programs.
- Given a customer scenario, differentiate elements of an email that can impact message deliverability.
- Given a customer scenario, demonstrate appropriate and effective subscriber acquisition and retention methodologies.
Resources
Content Creation and Delivery24%
Content Builder organization and asset management, email types (template, HTML paste, text), dynamic content, layouts and content blocks, email creation workflow, Guided Send wizard, Test Send vs. Preview, send classification, link tracking, and triggered vs. scheduled sends.
- Given a desired sending process, recommend Marketing Cloud tools to use when preparing an email for send.
- Given a customer scenario, create and customize an email message to meet customers' needs.
- Given a customer scenario, configure send settings to meet the customer requirements.
- Given a customer scenario, organize and manage email campaign content.
Resources
Marketing Automation26%
Journey Builder vs. Automation Studio decision-making, Journey Builder entry sources, wait activities, Decision Splits, Engagement Splits, Update Contact, goal and exit criteria, re-entry rules, Automation Studio activities (SQL Query, File Import, File Transfer, Send Email, Data Extract, Filter), and scheduled vs. triggered automation.
- Given a customer scenario, recommend the appropriate marketing automation solution.
- Given a customer scenario, build the appropriate Automation Studio solution.
- Given a customer scenario, build the appropriate Journey Builder solution.
Resources
Subscriber and Data Management26%
Data Extension types (Standard, Filtered, Random) and field types, Primary Key selection, sendable DE and subscriber key mapping, Import Wizard vs. Automation Studio import, AMPscript Lookup functions, List Detective, Suppression Lists vs. Publication Lists vs. Exclusion Lists, Preference Center vs. Profile Center, and contact deletion.
- Given desired output requirements, set up Data Extensions in Marketing Cloud.
- Given a customer's business requirements, determine how to import data into Marketing Cloud.
- Given a customer's business requirements, configure segmentation tools to model subscribers and data.
- Given a customer scenario, identify and troubleshoot send discrepancy based on subscriber preference management.
Resources
Insights and Analytics14%
Standard email metrics (Unique Opens, Total Opens, Click-to-Open Rate, Bounce Rate, Unsubscribe Rate, Complaint Rate), Tracking Extract data, Intelligence Reports (formerly Datorama Reports for Email), Journey Campaign Analytics, Einstein Engagement Scoring, Einstein Send Time Optimization, and Einstein Subject Line recommendations.
- 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 customer scenario, configure and run Marketing Cloud ad hoc and automated reports.
- Given a customer scenario, recommend an Einstein product that will analyze campaign effectiveness.
Resources
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