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Marketing Cloud Engagement Specialist

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Marketing Cloud Engagement Specialist Study Checklist
  • Platform Administrator
  • Platform App Builder
  • Platform Foundations
  • Platform Developer
  • Platform Administrator II
  • Agentforce Sales Consultant
  • Agentforce Service Consultant
  • Platform Data Architect
  • Platform Development Lifecycle and Deployment Architect
  • Platform Identity and Access Management Architect
  • Platform Integration Architect
  • Platform Sharing and Visibility Architect
  • Heroku Architect
  • B2C Solution Architect
  • Experience Cloud Consultant
  • Agentforce Field Service and Operations Consultant
  • Agentforce Nonprofit Consultant
  • Data 360 Consultant
  • Omnistudio Consultant
  • CRM Analytics and Einstein Discovery Consultant
  • Platform User Experience Designer
  • Platform Strategy Designer
  • B2C Commerce Developer
  • JavaScript Developer
  • Omnistudio Developer
  • Platform Developer II
  • Marketing Cloud Engagement Administrator
  • Marketing Cloud Engagement Specialist
  • Marketing Cloud Engagement Consultant
  • Agentforce Sales Foundations
  • Business Analyst
  • Marketing Cloud Engagement Developer
  • Marketing Cloud Engagement Foundations
  • Agentforce Specialist
  • Agentforce Life Sciences Consultant
  • B2B Commerce Administrator AP
  • B2B Commerce Developer AP
  • Agentforce Consumer Goods AP
  • Agentforce Financial Services AP
  • Agentforce Health AP
  • Agentforce Manufacturing AP
  • MuleSoft Integration Foundations
  • MuleSoft Developer
  • MuleSoft Developer II
  • MuleSoft Platform Integration Architect
  • MuleSoft Platform Architect
  • Tableau Desktop Foundations
  • Tableau Data Analyst
  • Tableau Consultant
  • Tableau Server Administrator
  • Tableau Architect
  • Slack Administrator

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0/190Learned

Given a customer scenario, evaluate elements and techniques of email marketing to design effective emails and email programs

0/8

  • Email anatomy and content hierarchy above the fold
  • Subject line and preheader crafting for inbox impact
  • Call-to-action design principles
  • Image blocking resilience with alt text and live text
  • Dynamic content versus separate emails for audience personas
  • A/B testing email elements to select a winning version
  • Adapting email programs and KPIs to Mail Privacy Protection
  • Applying email edits to an active journey

Given a customer scenario, differentiate elements of an email that can impact message deliverability

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  • Sender reputation factors that drive inbox placement
  • Sender Authentication Package and email authentication setup
  • Recognizable From name and subject-line branding
  • Spam filter triggers and Content Detective review
  • Unsubscribe link placement and one-click unsubscribe
  • Hard bounce, soft bounce and bounce-rate management
  • Spam complaint handling and reputation monitoring
  • Suppression versus unsubscribe versus contact deletion for lapsed subscribers
  • Dedicated versus shared IP addresses for sending volume
  • IP and domain warming plan for a new sender

Given a customer scenario, demonstrate appropriate and effective subscriber acquisition and retention methodologies

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Subscriber acquisition channels and touchpoints

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Qualifying versus non-qualifying sources of explicit opt-in

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Single opt-in versus double opt-in for new email sign-ups

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Sign-up form practices that protect list quality

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Regional privacy regulations and consent at acquisition

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CAN-SPAM requirements for commercial email

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Welcome series design for newly acquired subscribers

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Preference centers and zero-party data for retention

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Global, account-level and list unsubscribe scopes

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Re-engagement campaigns and sunsetting policies

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  • Choosing a send method for one-time, recurring and behaviour-driven email
  • Reusable send definitions in the Automation Studio Send Email activity
  • Triggered sends versus transactional send journeys for real-time email
  • Subscriber Preview versus Test Send for proofing an email
  • Test send to individual addresses versus a test data extension
  • Inbox Preview for checking rendering across email clients
  • Content Detective and send validation as pre-send checks
  • Approvals workflow before a live email send
  • List Detective screening of problematic addresses at send time
  • Choosing an email creation method in Content Builder
  • Building a reusable email template for recurring sends
  • Choosing a Content Builder content block type for a stated need
  • Mobile-friendly email design and block device visibility
  • Sender name, subject line and preheader in the inbox first impression
  • Required footer and compliance elements in commercial email
  • Personalization strings from profile attributes and data extension fields
  • Dynamic content block rules and default content
  • Personalization strings versus dynamic content versus AMPscript
  • Enhanced Dynamic Content import files for many content variations
  • Code snippets and system snippets in email HTML
  • A/B Test content block versus Email Studio A/B testing
  • Einstein content blocks for open-time image and product selection
  • Interactive Email Form block for collecting data in the inbox
  • Email Studio Send Flow stages for a user-initiated send
  • Send classification components and per-send profile overrides
  • Commercial versus transactional send classifications
  • Publication list association for data extension sends
  • Exclusion lists, suppression lists and advanced exclusions in a send
  • De-duplicating subscribers in data extension sends
  • Tracking options in the Configure Delivery step
  • Send immediately versus scheduled send timing
  • Send throttling delivery window and hourly threshold
  • Einstein Send Time Optimization versus send throttling at send time
  • Multipart MIME for sending HTML and text versions
  • Send logging and the Retain Send Log Data option
  • Prebuild Burst Sending for time-critical sends
  • Message configuration and delivery options in Journey Builder email activities
  • Content Builder as the central content library
  • Content Builder folder structure for a content strategy
  • Content tags, campaign associations and search in Content Builder
  • Templates versus layouts versus content blocks for reusable content
  • Template locked areas and area properties for brand control
  • Template edits versus shared content updates in existing emails
  • Sharing content across business units
  • Journey Builder versus Automation Studio for a marketing need
  • Scheduled versus triggered email automation programs
  • Behavioral Triggers for abandoned cart and browse campaigns
  • Choosing an automation starting source for how data arrives
  • Step sequencing and dependent activities in an automation
  • File Transfer activity for zipped or encrypted inbound files
  • Data Copy or Import activity for recurring data loads
  • SQL Query activity versus Filter activity for automated segmentation
  • SQL Query activity target data extension and data action
  • Building audiences from system data views with a SQL Query activity
  • Refresh Group activity for list-based subscriber groups
  • Send Email activity in a recurring automation
  • Verification activity to prevent unintended sends
  • Wait activity timing within an automation
  • Fire Event and Journey Entry Audience activities feeding journeys
  • Exporting data with Data Extract and File Transfer activities
  • Script activity for Server-Side JavaScript tasks
  • Run Once and running a subset of automation activities
  • Pause versus skip versus stop for a scheduled automation
  • Automation Studio statuses, errors and run history
  • Automation run notifications for skips, errors and completion
  • Single Send, Transactional Send and Multi-Step journey types
  • Data extension entry source schedules and entry filters
  • Event-based entry sources for real-time triggered journeys
  • Contact entry mode and journey re-entry options
  • Default email address journey setting
  • Wait activity options for journey timing
  • Decision split path design and evaluation order
  • Journey data versus contact data in splits and personalization
  • Engagement split for email open, click and bounce follow-up
  • Random split versus Path Optimizer for testing journey paths
  • Einstein activities and splits on the journey canvas
  • Update Contact versus Sales and Service Cloud activities in a journey
  • Journey goals versus exit criteria
  • Validating and testing a journey before activation
  • Changing a running journey with versions, pause or stop
  • Journey History and analytics for contact progress
  • Lists versus data extensions for storing subscriber data
  • Creating a data extension from new, from an existing one or from a template
  • Choosing field data types for data extension columns
  • Primary key configuration for data extension records
  • Sendable data extensions and the send relationship
  • Data retention policies on data extensions
  • Contact model and relational data design in Contact Builder
  • Shared data extensions across business units
  • Exporting a data extension to a file
  • Changing a data extension used as an active journey entry source
  • Import wizard versus import definition versus import activity
  • Import file format and data validity requirements
  • Import data actions for adding, updating or replacing records
  • Field mapping options in an import
  • All Subscribers membership after list versus data extension imports
  • Import wizard file size and file location constraints
  • Marketing Cloud SFTP account setup and file retention
  • Schedule versus file drop starting sources for recurring imports
  • Importing unsubscribes and suppression records
  • Segmentation tools for list versus data extension models
  • Profile versus preference attributes for list segmentation
  • Subscriber groups for segmenting lists
  • Reusable data filter definitions for lists and data extensions
  • Filtered data extensions and keeping segments current
  • Random data extensions for test and control splits
  • Date-relative filter criteria for recurring birthday segments
  • Measures as subscriber behavior criteria in data filters
  • Data relationships for filtering across two data extensions
  • Subscriber statuses and their effect on email sends
  • How subscribers become unsubscribed
  • All Subscribers unsubscribe versus list-level unsubscribe
  • Publication lists and unsubscribes for data extension sends
  • Profile center versus subscription center opt-out scope
  • Commercial versus transactional send classification for unsubscribed subscribers
  • Auto-suppression lists versus send exclusion lists
  • List Detective as a cause of unsent emails
  • Deleting versus unsubscribing a subscriber to stop future sends
  • Business unit unsubscribes in Enterprise 2.0 accounts
  • Preference attributes that change message format or tracking
  • Data views for investigating unsubscribes and subscriber status
  • Sends, deliveries and delivery rate in email tracking
  • Email bounce categories and bounce rate
  • Unique versus total opens and clicks
  • Open rate, click-through rate and click-to-open rate compared
  • Open tracking pixel and image-dependent open counts
  • Email client privacy protection and inflated open metrics
  • Link-level click tracking in Email Studio
  • Unsubscribe counts and unsubscribe rate
  • Spam complaint metrics and complaint history
  • Forward tracking and attribution of shared or deleted-subscriber activity
  • Conversion tracking for email-driven web traffic and revenue
  • Impression tracking for dynamic content regions
  • Email tracking system data views and the events they hold
  • Viewing and drilling into tracking results for a single email send
  • Comparing tracking results across selected email sends
  • Analyzing A/B test results and the winning version
  • Journey email activity statistics, goals and journey health
  • Email performance trend reports over a date range
  • Intelligence Reports for Engagement dashboards for email campaign analysis
  • Creating a subscriber list from tracking results for follow-up sends
  • Correcting links in a completed send with Update Job Links
  • Running a standard report on demand in Analytics Builder
  • Static versus relative date ranges in report parameters
  • Choosing a report to find engaged, unengaged or unsent subscribers
  • Choosing a report to break down a send by domain, device, list or attribute
  • Choosing a report for campaign-level and multi-campaign tracking
  • Choosing a report for list and sendable data extension health
  • Choosing a report for send volume, frequency and user sending activity
  • Scheduling recurring report delivery by email or FTP
  • Report activity in Automation Studio versus a standalone report schedule
  • Exporting tracking, subscriber and bounce data from Email Studio
  • Tracking extracts versus standard reports for raw engagement data
  • Choosing Intelligence Reports, Intelligence Reports Advanced or standard reports
  • Pivot tables and scheduled reports in Intelligence Reports for Engagement
  • Einstein Engagement Scoring predictions and dashboard insights
  • Einstein Engagement Scoring personas for segmentation and journey targeting
  • Einstein Send Time Optimization dashboard and send timing insights
  • Einstein Engagement Frequency and subscriber saturation analysis
  • Einstein Messaging Insights for send and journey performance anomalies
  • Einstein Content Selection performance analytics for image assets
  • Matching an Einstein feature to a campaign analysis goal

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  1. Marketing Cloud Engagement Specialist Checklist
  3. Email Marketing Best Practices

Preference centers and zero-party data for retention

Explainer

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Practice Question

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Next conceptGlobal, account-level and list unsubscribe scopes

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0 of 190 concepts learned

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  1. Marketing Cloud Engagement Specialist Checklist
  3. Email Marketing Best Practices
Preference centers and zero-party data for retention

Explainer

Learn More

Practice Question

Keep going

Next conceptGlobal, account-level and list unsubscribe scopes

Explainer

A preference center is a webpage where subscribers choose what emails they get, how often they get them, and what personal details they share with you. The details a subscriber chooses to give you are called zero-party data. Using that data well, and offering choices short of unsubscribing from everything, helps you keep subscribers engaged instead of losing them.
Core information
  • Marketing Cloud Engagement includes two ready-to-use pages. The profile center is a webpage where subscribers provide and update their personal information and basic preferences (attributes), and any attribute you store about a customer appears there. The subscription center is a separate page that shows which messages a subscriber receives.
More details and nuances
  • Clicking unsubscribe in a custom preference center does not unsubscribe anyone automatically, so your team must build a process to handle the request. In the US, CAN-SPAM requires all unsubscribes to be honored within 10 days, and Salesforce recommends processing them as quickly as possible.

Explainer

A preference center is a webpage where subscribers choose what emails they get, how often they get them, and what personal details they share with you. The details a subscriber chooses to give you are called zero-party data. Using that data well, and offering choices short of unsubscribing from everything, helps you keep subscribers engaged instead of losing them.
Core information
  • Marketing Cloud Engagement includes two ready-to-use pages. The profile center is a webpage where subscribers provide and update their personal information and basic preferences (attributes), and any attribute you store about a customer appears there. The subscription center is a separate page that shows which messages a subscriber receives.
More details and nuances
  • Clicking unsubscribe in a custom preference center does not unsubscribe anyone automatically, so your team must build a process to handle the request. In the US, CAN-SPAM requires all unsubscribes to be honored within 10 days, and Salesforce recommends processing them as quickly as possible.