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Email Specialist Exam > Content Creation & Email Delivery > Flashcards

Content Creation & Email Delivery Flashcards

1
Q

What are the two ways to store subscriber data in Marketing Cloud Engagement?

A

Lists and Data Extensions

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2
Q

What’s the main difference between Lists and Data Extensions?

A

Lists = simpler & best for smaller audiences.
Data Extensions = more flexible, store relational data, are better for larger audiences.

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3
Q

What are the three ways to import data into a Data Extension?

A

1) Import Wizard (manual)
2) Import Activity (manual or automated)
3) API (programmatic)

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4
Q

When using the Import Wizard, what file type should your subscriber data be in?

A

Comma-separated value (.csv) file

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5
Q

What is the purpose of Content Builder in Marketing Cloud Engagement?

A

Tool to create, manage, and reuse content across marketing channels

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6
Q

What are two benefits of using Content Builder?

A
  • User-friendly email creation (without HTML)
  • Centralised content repository
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7
Q

What’s the difference between static and individualised content?

A

Static content is the same for everyone. indivdualised content changes based on subscriber data.

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8
Q

What are three methods for individualising email content?

A

1) Personalisation Strings
2) Dynamic Content
3) AMPscript

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9
Q

Which Content Builder element allows you to create reusable email structures?

A

Email Templates

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10
Q

What are the two main ways to test emails in Marketing Cloud Engagement?

A

Subscriber Preview and Test Send

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11
Q

What are the four steps in the Email Send Flow?

A

1) Define Properties
2) Select Audience
3) Configure Delivery
4) Review and Send

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12
Q

How can you track the performance of your sent emails?

A

Use the Tracking tab in Email Studio

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13
Q

Why is content marketing valuable?

A

1) It builds customer relationships
2) Drives ROI
3) Reaches a large audience.

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14
Q

What is a major challenge for content marketers?

A

Standing out in a cluttered inbox

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15
Q

Why is empathy important in content creation?

A

It helps you understand your audience and create content that resonates with them

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16
Q

What are two key steps in developing a content plan?

A

1) Understand your audience (build personas)
2) Design the right content (use dynamic content).

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17
Q

What three elements contribute to a positive inbox experience?

A

1) Sender Name
2) Subject Line
3) Preheader Text

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18
Q

How can you optimize your email for mobile devices?

A

Use responsive design (single-column layouts, large text, ample spacing).

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19
Q

What are the two main tools in Marketing Cloud Engagement for content and email management?

A

Content Builder & Email Studio

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20
Q

What is interactive email?

A

Emails with web-like features that enable actions within the inbox

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21
Q

Name two benefits of using interactive email

A

1) Seamless engagement (actions without leaving the inbox)
2) Richer data collection

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22
Q

Why is email client compatibility a consideration for interactive email?

A

Not all email clients support interactive features equally

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23
Q

What should you provide for users with non-compatible email clients?

A

Fallback content (static alternatives)

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24
Q

What is the primary benefit of using Interactive Email Forms?

A

They improve the customer experience by allowing form submissions directly within the email.

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25
Q

Name three common use cases for Interactive Email Form

A

1) Profile Data Collection
2) Quick Surveys
3) Product Reviews

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26
Q

What are the key components needed to implement Interactive Email Forms?

A

1) Data Extensions
2) Interactive Email Page (CloudPages)
3) Content (Content Builder)

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27
Q

Where is the data from Interactive Email Forms stored?

A

In a new or existing Data Extension

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28
Q

What’s the difference between visible and hidden fields in a form?

A

Visible fields are questions shown to the user. Hidden fields store data without user input (e.g., pre-filled data)

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29
Q

What are Data Attributes?

A

They define which Data Extension field will store the answer to a form input

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30
Q

What is the purpose of the Interactive Email Page (IEP)?

A

1)Processes form data
2)Displays a confirmation message
3) Handles data validation

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31
Q

Where do you create an Interactive Email Page?

A

Cloud Pages

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32
Q

C R N

What are the options for configuring a Confirmation Message on the IEP?

A

1) Content Builder block
2) Redirect to a URL
3) No content

33
Q

EECSMU

What are the six main types of content you can create with Content Builder?

A

1) Email messages
2) Email templates
3) Content blocks
4) SMS messages
5) Mobile app push notifications
6) Upload abilities

34
Q

What are the advantages of using reusable content blocks?

A

1) Maintain brand consistency
2) save time
3) Simplify content updates

35
Q

Which Content Builder features are available for creating mobile messages?

A

1) SMS
2) IAM
3) Push Notifications

36
Q

How can you personalise push notifications and in-app messages?

A

Merge tags or AMPscript to include subscriber data

37
Q

Why are reusable email templates beneficial?

A

Ensure brand consistency & save time

38
Q

How do you prevent users from modifying certain parts of a template?

A

Lock the content blocks

39
Q

What is a preheader in an email?

A

Text that appears after the subject line in the inbox preview

40
Q

How can you personalise an email using subscriber data?

A

Use personalization strings (e.g., %%FirstName%%) to insert data from Data Extensions

41
Q

What is the purpose of Subscriber Preview?

A

To see how the email will look to a specific subscriber, with personalization and dynamic content applied

42
Q

Why should you send test emails before launching a campaign?

A

To verify rendering, links, and appearance in different email clients

43
Q

What is the main benefit of the Sender Authentication Package (SAP)?

A

It improves email deliverability by enhancing your sender reputation

44
Q

Dedicated… D C

Name three key features of SAP

A

1) Custom Account Branding
2) Dedicated IP Address
3) Dedicated Domain

45
Q

What is the purpose of Reply Mail Management (RMM)?

A

To automate the processing of email replies, especially auto-replies and unsubscribe requests

46
Q

How does RMM handle unsubscribe requests?

A

It scans the subject line and message body for common unsubscribe terms and automatically removes the subscriber from the list

47
Q

What is the purpose of a Sender Profile?

A

To standardise the “From” name & email address for your sends

48
Q

What key elements does a Delivery Profile manage?

A

Header (view as webpage link), footer (physical mailing address, unsubscribe link)

49
Q

What are the components of a Send Classification?

A

CAN-SPAM classification (Commercial or Transactional), Sender Profile, Delivery Profile

50
Q

Why is IP warming important for a new dedicated IP address?

A

To gradually establish a positive sending reputation with ESPs

51
Q

What is the recommended starting send volume for a new IP address?

A

50,000 emails per day

52
Q

Why is it advisable to have separate dedicated IP addresses for marketing and transactional emails?

A

To isolate reputation risks and ensure timely delivery of critical transactional messages

53
Q

What are transactional messages?

A

Real-time messages triggered by transactions or events, containing essential information

54
Q

What is the main difference between transactional and promotional messages?

A

Transactional messages are triggered by actions and don’t require opt-in, while promotional messages are sent to subscribers who have opted in

55
Q

What are the two ways transactional messages can be triggered?

A

Person-initiated and system-initiated

56
Q

What are Event Notifications (webhooks)?

A

Near real-time notifications sent to your web endpoint when specific events occur in Marketing Cloud Engagement

57
Q

Name a benefit of using Event Notifications for marketers

A

Trigger alternative message delivery (e.g., SMS) in case of an email bounce.

58
Q

What is a key advantage of sending both promotional and transactional messages from the same platform?

A

It enables a holistic view of the customer journey and allows for more connected customer experiences

59
Q

How are transactional messages typically set up in Marketing Cloud Engagement?

A

Using REST APIs

60
Q

Who are the key stakeholders involved in setting up and managing transactional messages?

A

Marketers, Developers, Analysts

61
Q

Define segmentation in email marketing

A

Dividing your subscriber list into smaller groups based on shared characteristics

62
Q

Name three benefits of segmenting your audience

A

1) Higher click-through rates
2) Improved deliverability
3) More insightful analytics

63
Q

What tool can you use to automate data imports from external sources?

A

Import Activity in Automation Studio

64
Q

What are the two main ways to segment Data Extensions?

A

Queries (SQL) and Data Filters

65
Q

What is the advantage of using Data Filters for segmentation?

A

They are reusable across multiple lists or data extensions

66
Q

How do you automate segmentation using a filter activity?

A

1) **Define a Filter Activity **that specifies the data filter
2) Create an Automation to schedule the activity to run

67
Q

How should you organise folders in Content Builder?

A

Align them with your content strategy

68
Q

U I C

What are the three ways to add content to Content Builder?

A

Upload, Import, Create

69
Q

T C S

Name three ways to organise and find content in Content Builder

A

Tags, Campaigns, Search

70
Q

CONTROL

Why is it important to set Content Builder permissions?

A

1) Control content creation,
2) Ensure brand consistency
3) manage user access

71
Q

What are the three edit permissions for shared content in business units?

A

View and Send, Edit Locally, Edit Globally

72
Q

Where can you customise Content Builder settings like email autosave and editor configurations?

A

Marketing Cloud Engagement > Setup > Feature Settings > Content Builder > Content Builder Settings

73
Q

What is the purpose of the Content Builder Editor Block SDK?

A

To extend Content Builder with custom block widgets, providing a tailored editing experience

74
Q

What is the purpose of the Content Builder Editor Block SDK?

A

To extend Content Builder with custom block widgets, providing a tailored editing experience

75
Q

What does Einstein Content Selection do?

A

Automatically selects the most engaging content for each email recipient using AI

76
Q

What are Asset Classes in Einstein Content Selection?

A

Groupings of assets with similar characteristics (e.g., banners, product images)

77
Q

What is the recommended method for adding multiple assets to Einstein Content Selection?

A

Upload a CSV file using the provided template.

78
Q

How do you create an Einstein Content Selection block for use in emails?

A

Content Builder > Create > Content Block > Einstein Content Selection.

Email Specialist Exam (5 decks)

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