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  3. Marketing Cloud Engagement Foundations

Marketing Cloud Engagement Foundations

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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

Given a scenario, identify key requirements for implementing an effective email opt-in process in a marketing campaign.

0/7

  • 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

Recall the regional nature of privacy laws with respect to the subscriber base in order to uphold privacy standards in the context of marketing.

0/8

  • 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

Given a scenario, provide examples of basic email goals, metrics, and relative value in assessing the success of a marketing campaign.

0/9

  • 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

Given a customer experience scenario, summarize the type of content and message conveyed to the target audience.

0/7

The difference between transactional email content and promotional email content and how each affects subscriber expectations

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What a call-to-action (CTA) is and how it should be positioned in marketing email content

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How personalization tokens in email content improve relevance and engagement for the target audience

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How audience segmentation determines which message variant is appropriate for a given group of recipients

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What a welcome series is in email marketing and why it is sent to new subscribers

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The difference between a nurture campaign and a promotional blast in terms of audience targeting and content approach

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What a re-engagement campaign is and the scenario in which it should be used for lapsed subscribers

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Describe key components of a marketing strategy and how they align with the overall marketing purpose.

0/10

  • 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
  • What must be configured before a journey can be activated in Journey Builder
  • What the 'Activation' status means for a journey versus 'Draft', 'Running', and 'Paused' statuses
  • What entry sources are available for a Journey Builder journey (data extension, Salesforce data, API, audience, etc.)
  • What 'entry criteria' in Journey Builder controls and how it determines which contacts enter the journey
  • What the Scheduled entry source mode does in Journey Builder
  • What the Triggered entry source mode does in Journey Builder and when it is used
  • What journey versioning is in Journey Builder and when a new version is required versus stopping and restarting
  • 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
  • What the exit criteria (exit conditions) setting in Journey Builder is used for and how it removes contacts from a running journey
  • What the Run Once entry source mode does in Journey Builder
  • 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)
  • 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
  • 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
  • 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 a re-engagement campaign is and the scenario in which it should be used for lapsed subscribers

Explainer

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Practice Question

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Next conceptWhat the four core components of a marketing strategy are (audience, message, channel, goal)

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 re-engagement campaign, often referred to as a win-back campaign, targets subscribers identified as lapsed due to low open and click engagement. Its purpose is to restore interaction and prevent unsubscribes through specific incentives and channel testing.

Core information
  • Einstein Engagement Scoring classifies lapsed subscribers into a Win-back/Dormant persona based on low open and click engagement metrics.
More details and nuances
  • Effective tactics for Win-back/Dormant subscribers include sending preference center surveys or trying alternative channels like SMS or Advertising Audiences.