eMail Specialist Flashcards
A marketer is building a highly personalized email which is sent daily to one million subscribers. The data needed for the email is located in several data extensions.
What feature should the marketer use to merge the data into a single data extension to improve sending?
A. SQL Query Activity
B. File Trigger
C. Data Filter
D. Profile Management
A. SQL Query Activity
A marketing team is creating a new data extension. The data extension configuration is very similar to a data extension that is already in use.
What creation method should the team use to create the new data extension?
A. Create from a Filtered Data Extension
B. Create from Template
C. Create from Existing
D. Create from New
C. Create from Existing
Northern Trail Outfitters (NTO) has been sending email for about 10 years. A new marketing manager noticed NTO’s deliverability continually decreased over the last year. NTO wants to grow its existing subscriber base and increase its ROI on email marketing by improving engagement with its subscribers.
Which three strategies will help improve NTO’s email deliverability? (Choose three.)
A. Purchase lists from companies that guarantee users have opted in.
B. Authenticate email sending to distinguish it from spammers.
C. Purge old or inactive email addresses.
D. Ensure the spam complaint rate is between 1% and 3%.
E. Encourage subscribers to add the company’s sending domain to their address books.
B. Authenticate email sending to distinguish it from spammers.
C. Purge old or inactive email addresses.
E. Encourage subscribers to add the company’s sending domain to their address books.
Northern Trail Outfitters (NTO) is launching a custom, corporate-branded apparel website. They are concerned about the new initiative’s campaign impacting deliverability on its consumer retail sends. NTO has purchased a second IP address to be used for the corporate site’s email sending.
What feature would the NTO administrator use to specify which IP address is used for retail vs. corporate? A. Sender Profile B. Delivery Profile C. Send Definition D. Send Classification
B. Delivery Profile
A marketer is designing email for mobile devices.
Which three design best practices would the marketer use? (Choose three.)
A. Use image-based text for hero graphics.
B. Cut content to make the message fit above the fold.
C. Keep copy simple and direct.
D. Stack the content in a single column.
E. Design with the most important content at the top.
C. Keep copy simple and direct.
D. Stack the content in a single column.
E. Design with the most important content at the top.
Northern Trail Outfitters (NTO) wants to ensure its emails are meeting subscriber expectations and enticing engagement.
Which two best practices should NTO employ when sending email? (Choose two.)
A. Use subscriber data to dynamically populate email content.
B. Send multiple emails a day to keep the brand top of mind.
C. Set cadence expectations up front with subscribers.
D. Send generic content to appeal to all audiences
A. Use subscriber data to dynamically populate email content.
C. Set cadence expectations up front with subscribers.
Northern Trail Outfitters (NTO) has created a new onboarding series for customers who have purchased its fitness tracker. Customers were automatically opted in and received three emails from NTO within one day. The onboarding series includes personalized recommendations but lacks an easy way to opt out or update preferences.
In this scenario, what best practice was achieved?
A. Sending multiple emails in one day
B. Personalized recommendations
C. Opting customers in automatically
D. Preventing customers from opting out
B. Personalized recommendations
Northern Trail Outfitters (NTO) uses link aliases within the HTML versions of its emails to indicate where clicks occurred, even if the same URL is used multiple times within a send. A marketing employee has been asked to pull the email addresses of all customers who clicked on the link associated with “Main Banner Top” in NTO’s most recent newsletter.
Where can the marketer most easily find this information?
A. Tracking Click Activity tab > Link View
B. Tracking Job Links tab > URL ID
C. Tracking Overview tab > Clicks
D. Tracking Click Activity tab > Email Overlay View
A. Tracking Click Activity tab > Link View
A national public university distributed a newsletter to alumni, students, faculty, and prospective students. The university’s marketing team wants to see the results of the email campaign.
Which two items of information and data about the performance of an individual send can be exported from Tracking in Email Studio? (Choose two.)
A. Subscribers who click on a specific link
B. Performance data on the Overview tab
C. Number of clicks from mobile devices
D. Images showing how the email rendered on different devices
B. Performance data on the Overview tab
D. Images showing how the email rendered on different devices
Northern Trail Outfitters (NTO) wants to leverage Content Builder templates to streamline the email creation process. For its monthly email newsletter, NTO includes content specific to the company’s loyalty and non-loyalty members.
How should NTO build the email?
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
D. Create a template-based email using dynamic content
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 “Overwrite”.
B. Ensure the data extension has a Primary Key.
C. Select the update type “Add Only”.
D. Select the update type “Add and Update”.
B. Ensure the data extension has a Primary Key.
C. Select the update type “Add Only”.
A company has set out to increase their subscriber base. They hired a team of marketing consultants to develop an acquisition plan backed by data.
What are two effective methods to acquire new subscribers? (Choose two.)
A. Require customers to provide their email address when calling customer service.
B. Create an in-store SMS campaign that offers a discount for opting in.
C. Have customers opt in to email before they can shop online.
D. Ask for an email address when a customer makes a purchase in-store.
B. Create an in-store SMS campaign that offers a discount for opting in.
D. Ask for an email address when a customer makes a purchase in-store.
Northern Trail Outfitters wants to use something other than an email address to identify subscribers.
What functionality can be used to accommodate this?
A. Subscriber Key
B. Primary Key
C. Subscriber Attributes
D. System Preferences
A. Subscriber Key
A small company, with limited resources, has started to use Marketing Cloud. They have a single master data extension for all of their subscribers. When a subscriber opts in to receive communications, they will receive a monthly newsletter, weekly promotions, and a birthday email.
What is the optimal way to manage unsubscribes by communication type?
A. Create suppression lists for each communication type, and associate the suppression list on the send definition.
B. Create a Boolean field for each communication type in the data extension and update the Profile Center.
C. Create publication lists for each communication type, and associate the publication list on the send definition.
D. Create separate data extensions for each communication type and customize the subscription page.
C. Create publication lists for each communication type, and associate the publication list on the send definition.
Northern Trail Outfitters sends order confirmations to customers who have made online purchases. Delivery of these emails must follow the “Transactional” CAN-SPAM requirements. What feature should the marketer use? A. Send Classification B. Sender Profile C. Delivery Profile D. Send Definition
A. Send Classification
Northern Trail Outfitters has a Master Customer shared data extension. The company wants to make the table available to some of the business units, but not all of them.
How can access to the Master Customer table be restricted?
A. Manage Data Extension Policies
B. Data Extension Sharing Rules
C. Date/Time Range for Access
D. Shared Data Extension Permissions
D. Shared Data Extension Permissions
Northern Trail Outfitters has a list of Platinum members containing 50,000 subscribers and a Lifetime Member list containing 20,000 subscribers; 7,000 subscribers in the Lifetime Member list also exist in the Platinum Member list.
An email was deployed to the Platinum members, but the marketing team would now like to send the same email to the Lifetime Member list.
Which feature should be used when sending the second email to ensure that the 7,000 subscribers that exist on both lists don’t receive the same email twice?
A. Exclusion List
B. Suppression List
C. Domain Exclusion List
D. Exclusion Script
B. Suppression List
Northern Trail Outfitters’ (NTO) branding guidelines require heavy use of imagery on its website, apps, emails, ads, etc.
What are two ways that NTO can optimize its email design to honor branding guidelines and ensure subscribers are getting the best experience possible? (Choose two.)
A. Use custom corporate font to match NTO brand.
B. Add background colors that match branding.
C. Style alt text for when images do not display automatically.
D. Make the email completely image based.
A. Use custom corporate font to match NTO brand.
C. Style alt text for when images do not display automatically.
A marketer is completing a Send Preview based on a pre-deployment checklist.
What task is validated during the Send Preview?
A. Confirm that each content area specified in the dynamic content rules exists.
B. Ensure subscriber status at the time of send is Subscribed or Bounced.
C. Identify phrases like “click here” or “Free!” that could be marked as spam.
D. Ensure subscribers have not unsubscribed or are undeliverable.
A. Confirm that each content area specified in the dynamic content rules exists.
A company has one million subscribers. The company has a Master data extension that contains information about its subscribers, such as Email Address, Physical Mailing Address, Phone Number, and Loyalty information. There are 40 fields in the data extension. The data is used for multiple daily email campaigns.
How should the data be updated?
A. A file drop automation to execute an import every time a record is updated or added.
B. A scheduled automation to import a file containing all of their subscribers.
C. A scheduled automation to import a nightly file of updated or changed records.
D. A scheduled automation to occur every 15 minutes to ensure the data is current.
C. A scheduled automation to import a nightly file of updated or changed records.
Each time Northern Trail Outfitters sends its monthly promotional email, the volume of support calls spike. The executive team wants the marketing team to slowly send emails throughout the day to avoid customers waiting on hold.
Which feature should the marketing team use?
A. Triggered Send
B. Send Throttling
C. Send Flow
D. Send Email Activity
B. Send Throttling
Northern Trail Outfitters (NTO) offers a 90-day trial on weekly snack box subscriptions. NTO would like to send out a series of emails to educate and remind members to purchase the subscription before the trial ends.
What tool is an option for this scenario?
A. Send Flow
B. Automation Studio
C. Content Builder
D. Contact Builder
B. Automation Studio
A marketer for Northern Trail Outfitters (NTO) needs to dynamically update the sender name and email address based on the sales representative associated with the account. The data is stored in two separate data extensions.
Which two tools should the marketer use? (Choose two.)
A. Personalization Strings
B. Sender Profiles
C. AMPscript Lookup
D. Delivery Profiles
B. Sender Profiles
C. AMPscript Lookup
Northern Trail Outfitters (NTO) is launching a monthly newsletter for its subscribers to opt in to. NTO needs to ensure CAN-SPAM compliance. In which two ways can they avoid emails being blocked or marked as spam? (Choose two.)
A. Use a clear “From” name that is easily recognized.
B. Include a physical mailing address of the company.
C. Use animated emojis in subject lines to draw the eye.
D. Include a “Contact Us” link in the footer.
A. Use a clear “From” name that is easily recognized.
B. Include a physical mailing address of the company.
A marketer sent a promotional email to contacts who recently attended a trade show. The data extension used for the send contained 3,100 records. The delivery rate on the send was lower than anticipated. After viewing tracking information, she determined many email addresses were problematic.
Which send tracking metric provides the bounce description “Address is non-existent at the domain”?
A. Undeliverable
B. Blocked Bounce
C. Hard Bounce
D. Soft Bounce
C. Hard Bounce
Which two best practices should the customer follow to ensure marketers across the company are taking full advantage of Content Builder? (Choose two.)
A. Plan for content to be used cross-channel, eliminating duplicates.
B. Optimize the way content is stored with a naming convention.
C. Import all content up front, rather than piece by piece.
D. Create folders for each type of uploaded content.
A. Plan for content to be used cross-channel, eliminating duplicates.
B. Optimize the way content is stored with a naming convention.
A marketer is about to introduce Content Builder to the entire Northern Trail Outfitters’ marketing team.
Which three considerations should the marketing team keep in mind as they begin using Content Builder? (Choose three.)
A. Establish a naming convention optimized for search.
B. Create a folder structure prior to importing assets.
C. Import duplicate copies of content for different messages or groups.
D. Focus on creating and importing content for one primary channel.
E. Review permissions and roles for users accessing Content Builder.
A. Establish a naming convention optimized for search.
B. Create a folder structure prior to importing assets.
E. Review permissions and roles for users accessing Content Builder.
A customer has a Send Log they are using to track the email addresses that were sent to, date and time of the send, and the name of the email sent for reporting purposes. Per best practice, the customer stores 30 days of data in their Send Log and then archives the data into another data extension that holds data for one year.
Which activity should be used to run the backup automatically? A. SQL Query B. Import File C. Filter D. Data Extract
C. Filter
