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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

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Email anatomy and content hierarchy above the fold

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Subject line and preheader crafting for inbox impact

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Call-to-action design principles

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Image blocking resilience with alt text and live text

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Dynamic content versus separate emails for audience personas

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A/B testing email elements to select a winning version

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Adapting email programs and KPIs to Mail Privacy Protection

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Applying email edits to an active journey

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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
  • Qualifying versus non-qualifying sources of explicit opt-in
  • Single opt-in versus double opt-in for new email sign-ups
  • Sign-up form practices that protect list quality
  • Regional privacy regulations and consent at acquisition
  • CAN-SPAM requirements for commercial email
  • Welcome series design for newly acquired subscribers
  • Preference centers and zero-party data for retention
  • Global, account-level and list unsubscribe scopes
  • Re-engagement campaigns and sunsetting policies
  • 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

Call-to-action design principles

Explainer

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Practice Question

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  1. Marketing Cloud Engagement Specialist Checklist
  3. Email Marketing Best Practices
Call-to-action design principles

Explainer

Learn More

Practice Question

Keep going

Next conceptImage blocking resilience with alt text and live text

Explainer

A call to action (CTA) is the part of a marketing email that asks the subscriber to do something, such as buy, register, or visit a website. Most marketing emails exist to prompt an action, so the CTA is where the email turns attention into clicks and conversions. Good CTAs follow a short set of principles that cover wording, how many to include, where to place them, and how they look on mobile.
Core information
  • The purpose of most marketing emails is to prompt subscribers to do something, and the CTA is that prompt. Common examples are a limited-time offer, a prompt to enter a contest, a prompt to visit a website, or a prompt to sign up for an event.
More details and nuances
  • More than half of consumers open email on a mobile device, so CTAs must work on small screens. Use large text and buttons with plenty of space around them, and tailor calls to action for multiple screen sizes so mobile users can read and navigate comfortably.

Explainer

A call to action (CTA) is the part of a marketing email that asks the subscriber to do something, such as buy, register, or visit a website. Most marketing emails exist to prompt an action, so the CTA is where the email turns attention into clicks and conversions. Good CTAs follow a short set of principles that cover wording, how many to include, where to place them, and how they look on mobile.
Core information
  • The purpose of most marketing emails is to prompt subscribers to do something, and the CTA is that prompt. Common examples are a limited-time offer, a prompt to enter a contest, a prompt to visit a website, or a prompt to sign up for an event.
More details and nuances
  • More than half of consumers open email on a mobile device, so CTAs must work on small screens. Use large text and buttons with plenty of space around them, and tailor calls to action for multiple screen sizes so mobile users can read and navigate comfortably.