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  3. Marketing Cloud Engagement Foundations

Marketing Cloud Engagement Foundations

Checklist progress

0/146Learned

Marketing Cloud Engagement Foundations

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

Checklist progress

0/146Learned

  • How an implied opt-in differs from an explicit opt-in and the risk each carries for deliverability and compliance
  • The difference between single opt-in and double opt-in email subscription processes and when each is appropriate
  • What a confirmed opt-in (double opt-in) process requires in terms of subscriber actions
  • The role of a subscription center in managing subscriber preferences and opt-in status
  • What must be included in every marketing email (physical address, unsubscribe link, etc.)
  • Why an unsubscribe mechanism is required in commercial email
  • What an opt-out (unsubscribe) process must include to comply with commercial email regulations
  • What determines which privacy law applies to a subscriber—sender's location versus subscriber's location
  • The primary requirement of CAN-SPAM Act for commercial email senders in the United States
  • What CAN-SPAM requires in terms of physical mailing address and opt-out processing time for commercial email senders
  • How GDPR differs from CAN-SPAM in terms of consent requirements for email marketing
  • The right to erasure (right to be forgotten) under GDPR and what it means for subscriber data in a marketing context
  • Which regulation applies to email marketing sent to subscribers in Canada and its key requirement (CASL)
  • What CASL's express consent requirement means for email marketing
  • How express consent differs from implied consent under CASL
  • How deliverability rate is defined and which metric directly reflects whether an email reached the inbox
  • What open rate measures and how it is calculated in an email campaign
  • What bounce rate indicates about list quality
  • How hard bounces differ from soft bounces in email deliverability
  • What spam complaint rate (abuse rate) is and why a rising spam complaint rate is a warning sign for campaign health
  • What conversion rate measures in the context of an email campaign goal
  • How to interpret the relationship between open rate and CTOR to determine whether low clicks are caused by poor subject lines or poor email content
  • What click-through rate (CTR) measures and how it differs from click-to-open rate (CTOR)
  • What unsubscribe rate indicates and at what point a high unsubscribe rate should prompt review of campaign content or frequency
  • The difference between transactional email content and promotional email content and how each affects subscriber expectations
  • What a call-to-action (CTA) is and how it should be positioned in marketing email content
  • How personalization tokens in email content improve relevance and engagement for the target audience
  • How audience segmentation determines which message variant is appropriate for a given group of recipients
  • What a welcome series is in email marketing and why it is sent to new subscribers
  • The difference between a nurture campaign and a promotional blast in terms of audience targeting and content approach
  • What a re-engagement campaign is and the scenario in which it should be used for lapsed subscribers
  • What the four core components of a marketing strategy are (audience, message, channel, goal)
  • How each core component (audience, message, channel, goal) aligns with overall marketing purpose
  • The distinction between a marketing strategy and a marketing tactic, and how strategy drives tactical decisions
  • How target audience segmentation contributes to the overall marketing strategy
  • The role of a value proposition in a marketing strategy and how it differentiates a brand or offer
  • Why matching content to audience stage (awareness, consideration, decision) matters in marketing
  • What content strategy means in a marketing context
  • What A/B testing is in email marketing and what its purpose is
  • What elements can be tested in email A/B testing (subject line, send time, content, from name)
  • What list hygiene means in email marketing and why regularly removing invalid or unengaged addresses protects deliverability
  • What a business unit is in Marketing Cloud Engagement and how it is used to separate data and content by region or brand
  • The relationship between a parent business unit and child business units in a Marketing Cloud Engagement account hierarchy
  • How shared data extensions and shared content work between a parent and child business unit
  • Which Marketing Cloud Engagement account type is designed for enterprise-level organizations with multiple business units
  • Which Marketing Cloud Engagement account edition supports multiple business units
  • How roles and permissions in Marketing Cloud Engagement are assigned to users within a business unit
  • When a company with multiple regional brands should use separate business units versus a single business unit with segmented data
  • What the differences are between Marketing Cloud Engagement account editions (Pro, Corporate, Enterprise)
  • What Email Studio is used for in Marketing Cloud Engagement
  • What Content Builder is used for in Marketing Cloud Engagement
  • What Journey Builder is used for in Marketing Cloud Engagement
  • What Automation Studio is used for in Marketing Cloud Engagement
  • What Contact Builder is used for in Marketing Cloud Engagement
  • What Mobile Studio supports within Marketing Cloud Engagement
  • What Analytics Builder (Intelligence Reports) is used for in Marketing Cloud Engagement
  • How Automation Studio differs from Journey Builder
  • Given a marketing scenario, identify which Marketing Cloud Engagement tool (Email Studio, Journey Builder, Automation Studio, Content Builder) is the correct one to use
  • What Trailhead is and the type of learning it provides for Marketing Cloud Engagement users
  • What the Salesforce Trailblazer Community offers to Marketing Cloud Engagement users seeking peer support
  • What the Salesforce Help Portal provides to Marketing Cloud Engagement customers
  • Where a Marketing Cloud Engagement user would go to submit a support case or find release notes from Salesforce
  • What Salesforce Success Plans provide in terms of support tiers for Marketing Cloud customers
  • What a subscriber key is in Marketing Cloud Engagement and its purpose for uniquely identifying a subscriber
  • What a contact key is in Marketing Cloud Engagement and how it differs from a subscriber key
  • How contact key ties together all channel interactions for a single contact in Marketing Cloud Engagement
  • What a contact ID is in Marketing Cloud Engagement and how it is generated
  • What the All Subscribers list is in Marketing Cloud Engagement and its relationship to the contact record
  • Why using an email address as the subscriber key can cause problems and what the recommended approach is
  • What a CloudPage is in Marketing Cloud Engagement and what types of content it can host
  • Which Marketing Cloud Engagement feature is used to process form submissions on a CloudPage
  • How a CloudPage form submission can write submitted data to a data extension
  • What a confirmation page (thank-you page) after a CloudPage form submission is used for and how it is configured

Outline the necessary configurations to activate a journey and configure entry criteria for a successful activation.

0/10

What must be configured before a journey can be activated in Journey Builder

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What the 'Activation' status means for a journey versus 'Draft', 'Running', and 'Paused' statuses

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What entry sources are available for a Journey Builder journey (data extension, Salesforce data, API, audience, etc.)

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What 'entry criteria' in Journey Builder controls and how it determines which contacts enter the journey

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What the Scheduled entry source mode does in Journey Builder

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What the Triggered entry source mode does in Journey Builder and when it is used

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What journey versioning is in Journey Builder and when a new version is required versus stopping and restarting

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What the 'Contact Entry' setting controls in Journey Builder and how 'No re-entry', 'Re-entry at any time', and 'Re-entry only after exiting' differ

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What the exit criteria (exit conditions) setting in Journey Builder is used for and how it removes contacts from a running journey

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What the Run Once entry source mode does in Journey Builder

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Given a scenario, identify the recommended configuration for the email send wizard settings.

0/11

  • What the email send wizard is in Email Studio and the order of steps it presents
  • What a send classification is in Marketing Cloud Engagement and the difference between commercial and transactional send classifications
  • What the send classification step configures in the email send wizard
  • When it is appropriate to use a transactional send classification versus a commercial send classification
  • Why a transactional send classification bypasses the subscriber's commercial opt-out status
  • What a sender profile is in Marketing Cloud Engagement and what fields it defines (From Name, From Email Address, Reply-to Address)
  • What the sender profile step configures in the email send wizard
  • What a delivery profile controls in an email send (IP address, header/footer, etc.)
  • What the delivery profile step configures in the email send wizard
  • What a suppression list is and when it should be applied in the email send wizard
  • What scheduled send options are available in the email send wizard (immediate, scheduled date/time, send time optimization)

Distinguish between template components and content blocks when building emails in Marketing Cloud Engagement.

0/7

  • What a template is in Content Builder and what structural elements it defines for an email
  • What a content block is in Content Builder and how it differs from a template
  • The types of content blocks available in Content Builder (HTML, text, image, button, free form, dynamic, etc.)
  • What the difference is between building an email from a template versus building it from scratch (HTML paste) in Content Builder
  • What a layout (column structure) in a Content Builder template controls and the difference between a one-column and multi-column layout
  • How reusable content blocks improve efficiency when the same content appears in multiple emails
  • How a locked region in a template prevents content editors from modifying certain sections of an email

Given a scenario, identify which journey functionality should be used to address business needs.

0/11

  • What a multi-step journey is versus a single-send journey in Journey Builder
  • When to use a multi-step journey versus a single-send journey
  • What a Send Email activity in Journey Builder requires to be configured before the journey can be activated
  • What a Wait activity does in Journey Builder
  • The difference between a wait by duration and a wait until a specific date in Journey Builder
  • What a Decision Split activity does in Journey Builder and when it should be used
  • What an Engagement Split does in Journey Builder and how it routes contacts based on email interaction behavior
  • What a Random Split activity does in Journey Builder
  • When a Random Split is used for A/B testing in a journey
  • What a Goal in Journey Builder is and how it can exit contacts from the journey early when met
  • What an Update Contact activity does in Journey Builder and when it should be used

Given a scenario, identify how to accomplish content rendering validation.

0/6

  • What the Preview and Test feature in Content Builder allows a marketer to do before sending an email
  • What a test send is and how it differs from a preview in Marketing Cloud Engagement
  • What the 'Send Preview' option does and which data source it uses to render personalization tokens during preview
  • What Content Detective does in Marketing Cloud Engagement and what issue it helps resolve
  • What Inbox Preview (or Litmus integration) is used for when validating email rendering across email clients
  • What a spam check tool in Marketing Cloud Engagement evaluates and what a spam score indicates
  • What a data import activity is in Automation Studio
  • What file formats a data import activity in Automation Studio supports
  • What the Overwrite and Add Only import file actions do when importing data into a data extension
  • What the Add and Update and Update Only import file actions do when importing data into a data extension
  • What a data extension is in Marketing Cloud Engagement and how it stores subscriber or campaign data
  • The difference between a standard data extension, a sendable data extension, and a testable data extension
  • The difference between creating a data extension from a template versus creating one from scratch in Marketing Cloud Engagement
  • What field types are available when creating a data extension field (Text, Number, Date, Boolean, Decimal, EmailAddress, Phone, Locale)
  • What the Primary Key field setting does in a data extension and why at least one field should be designated as a primary key
  • What a sendable relationship is on a data extension and which field it must map to (subscriber key or email address)
  • What the 'Nullable' setting means for a data extension field and when it should be enabled
  • What the maximum length setting for a Text field in a data extension controls and when it should be adjusted
  • What the retention policy on a data extension controls and the options available (individual records, all records, reset, delete)
  • What the Tracking section in Email Studio contains and which key metrics are available
  • Where to find email send summary reports in Marketing Cloud Engagement (Email Studio > Tracking)
  • What the overview report for an email send in Tracking shows (sent, delivered, bounced, opened, clicked, unsubscribed counts)
  • Where subscriber-level engagement data (opens, clicks, bounces per subscriber) can be accessed in Marketing Cloud Engagement
  • Where journey-level performance data (sends, opens, clicks per activity) can be viewed in Marketing Cloud Engagement
  • What the Journey Analytics dashboard in Journey Builder shows and how to navigate to it
  • What Intelligence Reports (formerly Datorama Reports) provides and how it differs from standard Email Studio tracking
  • What a hard bounce is, what causes it, and the automatic action Marketing Cloud Engagement takes on hard-bounced addresses
  • How Marketing Cloud Engagement automatically handles addresses that hard bounce (adds to bounce list, suppresses from future sends)
  • What a soft bounce is, what commonly causes it, and how Marketing Cloud Engagement handles repeated soft bounces
  • What a high bounce rate in a send report indicates about list quality and the deliverability risk it presents
  • What a spam complaint (FBL complaint) is and how a high complaint rate impacts sender reputation and deliverability
  • What a blocklist is and how being placed on a blocklist affects email deliverability for a sender
  • How a high unsubscribe rate in a send report should be interpreted and what action it suggests
  • What a low open rate versus a low click-through rate in a send report each suggests about campaign performance and where the problem may lie

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What the 'Activation' status means for a journey versus 'Draft', 'Running', and 'Paused' statuses

Explainer

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Practice Question

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Next conceptWhat entry sources are available for a Journey Builder journey (data extension, Salesforce data, API, audience, etc.)

Checklist progress

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0 of 146 concepts learned

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Prepare for the Exam

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Explainer

A journey begins in a Draft state where it is built but cannot receive contacts. Activating the journey transitions it to a Running/Published state after validation confirms all components are configured correctly. This process ensures the journey is ready to accept and process incoming events without errors.

Core information
  • Draft status allows marketers to build and modify the journey structure without receiving incoming events.
More details and nuances
  • Validation checks require the journey to be named, contain at least one activity, and have an acyclic activity graph excluding wait-until activities.