Certified Marketing Cloud Email Specialist
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Question 1
An email marketing team has been tasked with building a new email that pulls in personalized content based on customers' preferences. The team has decided to create dynamic rules to accomplish this setup.
Which four elements are required for the creation of a dynamic content rule?
- A: Attribute, Value, Operator, Content
- B: Lists, Value, Operator, Images
- C: Preferences, Value, Operator, Lists
- D: Customers, Value, Operator, Content
Question 2
Northern Trail Outfitters wants to leverage Content Builder templates to streamline the email creation process. For its monthly email newsletter, they include content specific to the company's loyalty and non-loyalty members.
How should the email be built?
- A: Create a template and lock content in the template.
- B: Create dynamic content with a SQL Query activity.
- C: Create multiple versions of the email for loyalty and non-loyalty members.
- D: Create a template-based email using dynamic content.
Question 3
Northern Trail Outfitters (NTO) has a small catalog of items featured in company emails. The NTO marketing team manages what images, copy, suggested items, and call-to-action are used with each item in this catalog within a database. This data is saved into a data extension in Marketing Cloud and then called into the emails dynamically.
Each time a change is made to the content, a new, updated file is dropped on NTO's SFTP. A proof email is then sent to business stakeholders for final approval.
Using Automation Studio, how can NTO ensure that the catalog stays up-to-date?
- A: Create a scheduled automation to import the file, and send proof emails each morning when changes were detected.
- B: Create a scheduled automation that runs every 15 minutes to import the file multiple times a day.
- C: Create a file drop automation to import the file when placed on the specified directory on the Enhanced SFTP.
- D: Create an API-driven process to put the data directly into the data extension when any data is changed.
Question 4
Northern Trail Outfitters (NTO) has planned cross-channel marketing efforts based on how a subscriber responds to an email and when they last purchased. NTO is evaluating both Automation, Studio and Journey Builder for its campaigns and are leaning towards Journey Builder due to the available Activities.
Which tree standard Canvas Activities are available in Journey Builder? (Choose three.)
- A: SQL Query Activity
- B: Post to Facebook
- C: Send SMS
- D: Decision Split
- E: Wait By Duration
Question 5
A local craft store is implementing Marketing Cloud and will be using lists to store their subscriber data.
Which two types of data could subscribers easily update via the default Profile Center? (Choose two.)
- A: Order History
- B: Email Address
- C: Data Extension Fields
- D: List Attributes
Question 6
A marketer would like to improve open rates for weekly email campaigns.
On which area of email design should the marketer focus?
- A: Footer
- B: Email Body
- C: Envelope Content
- D: Link Content
Question 7
The Northern Trail Outfitters' email team is creating a reusable content block for its Deals to Run With campaign. They will cross-promote this campaign in other emails in a single-column content area. This content will have one image, with text below it.
How could the email team create one content area and reuse it across other emails using Content Builder without writing any custom HTML?
- A: Create a Text content block.
- B: Create an Image content block.
- C: Create an HTML content block.
- D: Create a Free Form content block.
Question 8
Northern Trail Outfitters is implementing Marketing Cloud and is unsure whether to use lists or data extensions. Their consultant recommended they use data extensions.
Which three considerations would be taken into account when recommending a data extension-based model over lists? (Choose three.)
- A: They are storing product and store data.
- B: They have fewer than 250,000 subscribers.
- C: They have fewer than 15 data points.
- D: Flexible data storage is needed.
- E: Journey Builder will be used.
Question 9
A digital marketing team noticed an increase in unsubscribes and would like to implement a mechanism as an alternative to unsubscribing from all sends. The team currently uses data extensions for sending emails.
Which tool should they use?
- A: List unsubscribe
- B: Profile attributes
- C: Publication lists
- D: Suppression lists
Question 10
A marketer created dynamic content for an upcoming campaign that renders unique content based on subscriber attributes. The marketer would like to preview how each email will render for a given list of subscribers.
How should the marketer proceed?
- A: Select the ג€Previewג€ tab within the Classic Content tool.
- B: Create a user-initiated email to send to the list of subscribers.
- C: Use the Test Send tool to trigger copies of the email.
- D: Using the Subscriber Preview tool, cycle through the list of subscribers.
Question 11
A marketer is updating a data extension by manually importing a file. The marketer wants to ensure only new records are added to the data extension during the import process.
In which two ways should the data extension and import be configured? (Choose two.)
- A: Select the update type ג€Overwriteג€.
- B: Ensure the data extension has a Primary Key.
- C: Select the update type ג€Add Onlyג€.
- D: Select the update type ג€Add and Updateג€.
Question 12
Northern Trail Outfitters wants to maintain enterprise-wide opt-outs for two segments of its subscribers stored in data extensions: Education Events and Sales.
What feature should the company use to manage its opt-out strategy?
- A: Shared Portfolio Items
- B: Shared Emails
- C: Shared Data Extensions
- D: Shared Publication Lists
Question 13
Northern Trail Outfitters wants to use a File Drop Starting Source in Automation Studio to send shipping tracking emails when orders are dispatched. A delimited text file containing all the data for the send will be uploaded to a designated directory on the Enhanced SFTP Account, and the email should be sent to customers when the file transfer has completed.
What would be the correct sequence of Activities for this File Drop Starting Source?
- A: Import File Activity > Send Email
- B: Import File Activity > File Transfer Activity > Send Email
- C: File Transfer Activity > Send Email
- D: File Transfer Activity > Import File Activity > Send Email
Question 14
Northern Trail Outfitters manually sent an HTML email to subscribers which contains a link to the wrong landing page for a particular campaign.
Which option minimizes the impact of this error?
- A: Send another email to the same subscribers containing the correct link.
- B: Update the link in the stored email content and it will be pulled in automatically.
- C: Locate the job under Tracking and update the URL in the Job Links tab.
- D: Have Support recall the email if it has not yet been opened by a subscriber.
Question 15
A marketer at Northern Trail Outfitters feels a subject line suggested by their creative team will not be as effective as the one initially recommended by the product team.
Which two ways should Path Optimizer be configured to select the better subject line? (Choose two.)
- A: Split the audience equally and wait at least seven days to select a winner.
- B: Split the audience equally and automatically choose the winning path based on Open Rate.
- C: Split the audience equally and manually choose the winning path based on Email Engagement Stats.
- D: Split the audience equally and configure a holdback population for a control.
Question 16
Northern Trail Outfitters wants to increase email subscribers this quarter.
Which three methods could they use to legally obtain subscribers? (Choose three.)
- A: Purchase subscriber lists from a reputable data company.
- B: Ask customers to text their email address to a short code to opt-in.
- C: Email all unsubscribed customers asking for them to opt into email again.
- D: Ask customers to opt-in at time of purchase online by creating an account.
- E: Create a Facebook lead capturing form to gain opt-ins.
Question 17
Northern Trail Outfitters stores all customer information in a data extension and would like to know how many people are subscribed to a particular newsletter.
Which feature would provide this information?
- A: Filtered Publication List
- B: Filtered Data Extension
- C: Measure
- D: Data Filter
Question 18
Northern Trail Outfitters wants to create a segment that will add and update the data in the data extension. They do not want the data overwritten. If a subscriber no longer meets the filter criteria, they should remain in the segment.
What could be used to segment the data?
- A: Query Activity
- B: Filter Activity
- C: Synchronized Data
- D: Data Filter
Question 19
Northern Trail Outfitters wants to test five different welcome email paths in Journey Builder. After seven days, they want to send all new journey entrants along the path with the greatest click-through rate.
How could these criteria be met?
- A: Use Decision Split, select Journey Data for the path criteria, and revisit the journey 7 days after activating.
- B: Use Path Optimizer, select Click Rate as the winner evaluation, and select 7 days as the engagement monitor.
- C: Use Engagement Split, select Clicks on the Message Metrics, and add a Wait By Duration of 7 days.
- D: Use Random Split, create 5 Paths with equal distribution, add an Email and Wait By Duration of 7 days.
Question 20
The Chief Marketing Officer at Northern Trail Outfitters would like to increase engagement of existing subscribers.
Which method should the team use to accomplish this goal?
- A: Create a list of inactive subscribers and suppress them from campaigns.
- B: Create a re-engagement campaign for inactive subscribers asking to opt-in again.
- C: Remove inactive subscribers from the target population.
- D: Create a re-engagement campaign for all subscribers asking to opt-in again.
Question 21
Northern Trail Outfitters wants to display the current date in order emails.
What could they use to display the date in real-time?
- A: Live Content
- B: Reference Content Block
- C: AMPscript
- D: Enhanced Dynamic Content
Question 22
Northern Trail Outfitters (NTO) needs to create a sendable data extension that will contain its customers' information. NTO's customers are identified by a unique alphanumeric Customer ID, and Email Address is a required field.
How should the data extension be configured?
- A: Customer ID is Primary Key and relates to Subscriber ID
- B: Email Address is Primary Key and relates to Subscriber Key
- C: Customer ID is Primary Key and relates to Subscriber Key
- D: Email Address is Primary Key and relates to Subscriber ID
Question 23
Northern Trail Outfitters (NTO) has created a dynamic content block that displays content based on a subscriber's gear preference. There are three possible combinations in addition to receiving the default content.
How should NTO test that the content is displaying as intended?
- A: Create an automation with a send activity that deploys test emails to a test data extension.
- B: Cycle through each subscriber's gear preference on the Preview and Test tab and send individual test emails.
- C: Create a test data extension with all possible content variations and send a test email to that data extension.
- D: Create a test list with all possible content variations and send test emails to that list.
Question 24
Which three options can be configured when running this report? (Choose three.)
- A: Date range parameters
- B: Error handling parameters
- C: Report results delivery location
- D: Report results file format
- E: Error report log location
Question 25
A customer is planning to redesign the company website and email design. As part of the email updates, the company plans to keep its logo in the header and start using preheader text.
What two additional best practices could be applied to the company's new email design? (Choose two.)
- A: Use of emojis in preheader text
- B: Mobile optimized emails
- C: Corresponding call-to-action included in primary message
- D: A mix of old branding with new branding
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