SFMC Email Specialist Exam Flashcards
What is a contact in Marketing Cloud
A contact is an individual in Marketing Cloud who receives communication via any channel
Where are contacts stored in Marketing Cloud
Contacts are stored in the All Contacts list in Contact Builder - gives a centralized list view of all Contact records in a Marketing Cloud account
Contact Key vs Contact ID
Contact Key: a user defined unique identifier for Contacts in Contact Builder - ties all Contact Information together
Contact ID: System defined number generated for each contact by Marketing Cloud to serve as a unique identifier on the backend
What is a Subscriber in Marketing Cloud
An individual in Marketing Cloud who receives a communication via a particular channel
Where are subscribers stored
Subscribes are stored in Email Studio and are individuals who receive communication via any of the channels
Subscriber Key vs Subscriber Id
Subscriber Key: user defined unique identifier for Subscribers in Email Studio - Identifies subscriber records across the account
Subscriber Id System defined unique number for each subscriber by Marketing Cloud to serve as a unique identifier on the backend
Considerations for Subscriber Key
- Subscriber Key must be set up as a Text Field
- Sendable Data Extensions must have a field that uniquely identifies the person to whom the message is sent
- If Marketing Cloud Connect is enabled the 18 digit contact or lead ID must be set as the subscriber key for all records
Subscriber Key Use Cases
- Sending - Subscriber Key retrieves the correct email address for each record from the All Subscribers List during the sendout
- Imports - Subscriber Key recognizes the record to update during imports.
- Deduplication - Subscriber Key values are unique and cannot appear multiple times in the database, preventing duplicates
- Managing Preferences - Subscriber Key identifies the correct record whenever a subscriber decides to unsubscribe or change their communication preferences.
What are the four statuses Marketing Cloud subscribers can have
Active, Held, Bounced, Unsubscribed
What does the Active Marketing Cloud subscription status mean
Active means that the subscriber received the email message they opted in to receive with no issues
What does the held Marketing Cloud Email Status mean
Subscribers had 3 or more soft or hard bounces after 15 days from the first hard bounce or had one hard bounce from a trusted domain and are suppressed from future sends
What does the bounced Marketing Cloud Email Status mean
Subscribers had one or two soft bounces or hard bounces - Status will reset to active if the individual interacts with the email
What does the Unsubscribed email status mean in Marketing Cloud Email
Subscriber had opted out of communication, was manually unsubscribed or reported an email as spam to the ISP - suppressed from future emails
What is Contact Builder?
Contact Builder is a Data Management application for organizing data stored in the Marketing Cloud Account
What does Data Designer do?
Data Designer enables viewing and managing contact data by relating data to the contact record or by linking data extensions
What are the two ways Marketing Cloud allows you to store and segment Subscribers?
Lists and Data Extensions are the two ways Marketing Cloud allows you to store and segment subscribers
What are lists in Marketing Cloud
A Legacy data model for Email Studio that offers limited functionality: can contain up to 50,000 subscribers, flat databases (one list does not relate to another database or to Data Extensions, Lists cannot contain data other than subscriber information and offer a limited number of attributes
What are Data Extensions in Marketing Cloud
Data Extensions are the recommended data model for Email Studio and Contact Builder, can contain more than 500,000 subscribers, a relational database, and flexibility - data extensions are able to store information other than subscriber data such as orders or stores
What is a Data Table in Marketing Cloud?
Data Extensions are custom tables that contain data with columns defining fields and rows displaying records
What are the different kinds of data extensions that are available when Marketing Cloud Connect is enabled
- Standard Data Extensions
- Salesforce Data Extensions
- Synchronized data extensions
What is a Standard Data Extension
Standard Data Extensions store subscriber data - their configuration, including the setup of properties, retention policy, settings, and attributes must be created from scratch
What is a Salesforce Data Extension
Salesforce Data Extensions are available when Marketing Cloud Connect is enabled and are used to send email tracking information from Marketing Cloud to Sales or Service Cloud
What is a Synchronized Data Extension
Synchronized data extensions are available when Marketing Cloud Connect is enabled - they receive data from Standard Salesforce Sales and Service Cloud objects and save them in Marketing Cloud Data Extensions
