Content Creation & Email Delivery Flashcards
What are the two ways to store subscriber data in Marketing Cloud Engagement?
Lists and Data Extensions
What’s the main difference between Lists and Data Extensions?
Lists = simpler & best for smaller audiences.
Data Extensions = more flexible, store relational data, are better for larger audiences.
What are the three ways to import data into a Data Extension?
1) Import Wizard (manual)
2) Import Activity (manual or automated)
3) API (programmatic)
When using the Import Wizard, what file type should your subscriber data be in?
Comma-separated value (.csv) file
What is the purpose of Content Builder in Marketing Cloud Engagement?
Tool to create, manage, and reuse content across marketing channels
What are two benefits of using Content Builder?
- User-friendly email creation (without HTML)
- Centralised content repository
What’s the difference between static and individualised content?
Static content is the same for everyone. indivdualised content changes based on subscriber data.
What are three methods for individualising email content?
1) Personalisation Strings
2) Dynamic Content
3) AMPscript
Which Content Builder element allows you to create reusable email structures?
Email Templates
What are the two main ways to test emails in Marketing Cloud Engagement?
Subscriber Preview and Test Send
What are the four steps in the Email Send Flow?
1) Define Properties
2) Select Audience
3) Configure Delivery
4) Review and Send
How can you track the performance of your sent emails?
Use the Tracking tab in Email Studio
Why is content marketing valuable?
1) It builds customer relationships
2) Drives ROI
3) Reaches a large audience.
What is a major challenge for content marketers?
Standing out in a cluttered inbox
Why is empathy important in content creation?
It helps you understand your audience and create content that resonates with them
What are two key steps in developing a content plan?
1) Understand your audience (build personas)
2) Design the right content (use dynamic content).
What three elements contribute to a positive inbox experience?
1) Sender Name
2) Subject Line
3) Preheader Text
How can you optimize your email for mobile devices?
Use responsive design (single-column layouts, large text, ample spacing).
What are the two main tools in Marketing Cloud Engagement for content and email management?
Content Builder & Email Studio
What is interactive email?
Emails with web-like features that enable actions within the inbox
Name two benefits of using interactive email
1) Seamless engagement (actions without leaving the inbox)
2) Richer data collection
Why is email client compatibility a consideration for interactive email?
Not all email clients support interactive features equally
What should you provide for users with non-compatible email clients?
Fallback content (static alternatives)
What is the primary benefit of using Interactive Email Forms?
They improve the customer experience by allowing form submissions directly within the email.
Name three common use cases for Interactive Email Form
1) Profile Data Collection
2) Quick Surveys
3) Product Reviews
What are the key components needed to implement Interactive Email Forms?
1) Data Extensions
2) Interactive Email Page (CloudPages)
3) Content (Content Builder)
Where is the data from Interactive Email Forms stored?
In a new or existing Data Extension
What’s the difference between visible and hidden fields in a form?
Visible fields are questions shown to the user. Hidden fields store data without user input (e.g., pre-filled data)
What are Data Attributes?
They define which Data Extension field will store the answer to a form input
What is the purpose of the Interactive Email Page (IEP)?
1)Processes form data
2)Displays a confirmation message
3) Handles data validation
Where do you create an Interactive Email Page?
Cloud Pages
C R N
What are the options for configuring a Confirmation Message on the IEP?
1) Content Builder block
2) Redirect to a URL
3) No content
EECSMU
What are the six main types of content you can create with Content Builder?
1) Email messages
2) Email templates
3) Content blocks
4) SMS messages
5) Mobile app push notifications
6) Upload abilities
What are the advantages of using reusable content blocks?
1) Maintain brand consistency
2) save time
3) Simplify content updates
Which Content Builder features are available for creating mobile messages?
1) SMS
2) IAM
3) Push Notifications
How can you personalise push notifications and in-app messages?
Merge tags or AMPscript to include subscriber data
Why are reusable email templates beneficial?
Ensure brand consistency & save time
How do you prevent users from modifying certain parts of a template?
Lock the content blocks
What is a preheader in an email?
Text that appears after the subject line in the inbox preview
How can you personalise an email using subscriber data?
Use personalization strings (e.g., %%FirstName%%) to insert data from Data Extensions
What is the purpose of Subscriber Preview?
To see how the email will look to a specific subscriber, with personalization and dynamic content applied
Why should you send test emails before launching a campaign?
To verify rendering, links, and appearance in different email clients
What is the main benefit of the Sender Authentication Package (SAP)?
It improves email deliverability by enhancing your sender reputation
Dedicated… D C
Name three key features of SAP
1) Custom Account Branding
2) Dedicated IP Address
3) Dedicated Domain
What is the purpose of Reply Mail Management (RMM)?
To automate the processing of email replies, especially auto-replies and unsubscribe requests
How does RMM handle unsubscribe requests?
It scans the subject line and message body for common unsubscribe terms and automatically removes the subscriber from the list
What is the purpose of a Sender Profile?
To standardise the “From” name & email address for your sends
What key elements does a Delivery Profile manage?
Header (view as webpage link), footer (physical mailing address, unsubscribe link)
What are the components of a Send Classification?
CAN-SPAM classification (Commercial or Transactional), Sender Profile, Delivery Profile
Why is IP warming important for a new dedicated IP address?
To gradually establish a positive sending reputation with ESPs
What is the recommended starting send volume for a new IP address?
50,000 emails per day
Why is it advisable to have separate dedicated IP addresses for marketing and transactional emails?
To isolate reputation risks and ensure timely delivery of critical transactional messages
What are transactional messages?
Real-time messages triggered by transactions or events, containing essential information
What is the main difference between transactional and promotional messages?
Transactional messages are triggered by actions and don’t require opt-in, while promotional messages are sent to subscribers who have opted in
What are the two ways transactional messages can be triggered?
Person-initiated and system-initiated
What are Event Notifications (webhooks)?
Near real-time notifications sent to your web endpoint when specific events occur in Marketing Cloud Engagement
Name a benefit of using Event Notifications for marketers
Trigger alternative message delivery (e.g., SMS) in case of an email bounce.
What is a key advantage of sending both promotional and transactional messages from the same platform?
It enables a holistic view of the customer journey and allows for more connected customer experiences
How are transactional messages typically set up in Marketing Cloud Engagement?
Using REST APIs
Who are the key stakeholders involved in setting up and managing transactional messages?
Marketers, Developers, Analysts
Define segmentation in email marketing
Dividing your subscriber list into smaller groups based on shared characteristics
Name three benefits of segmenting your audience
1) Higher click-through rates
2) Improved deliverability
3) More insightful analytics
What tool can you use to automate data imports from external sources?
Import Activity in Automation Studio
What are the two main ways to segment Data Extensions?
Queries (SQL) and Data Filters
What is the advantage of using Data Filters for segmentation?
They are reusable across multiple lists or data extensions
How do you automate segmentation using a filter activity?
1) **Define a Filter Activity **that specifies the data filter
2) Create an Automation to schedule the activity to run
How should you organise folders in Content Builder?
Align them with your content strategy
U I C
What are the three ways to add content to Content Builder?
Upload, Import, Create
T C S
Name three ways to organise and find content in Content Builder
Tags, Campaigns, Search
CONTROL
Why is it important to set Content Builder permissions?
1) Control content creation,
2) Ensure brand consistency
3) manage user access
What are the three edit permissions for shared content in business units?
View and Send, Edit Locally, Edit Globally
Where can you customise Content Builder settings like email autosave and editor configurations?
Marketing Cloud Engagement > Setup > Feature Settings > Content Builder > Content Builder Settings
What is the purpose of the Content Builder Editor Block SDK?
To extend Content Builder with custom block widgets, providing a tailored editing experience
What is the purpose of the Content Builder Editor Block SDK?
To extend Content Builder with custom block widgets, providing a tailored editing experience
What does Einstein Content Selection do?
Automatically selects the most engaging content for each email recipient using AI
What are Asset Classes in Einstein Content Selection?
Groupings of assets with similar characteristics (e.g., banners, product images)
What is the recommended method for adding multiple assets to Einstein Content Selection?
Upload a CSV file using the provided template.
How do you create an Einstein Content Selection block for use in emails?
Content Builder > Create > Content Block > Einstein Content Selection.
