SFMC Email Specialist Exam

Question 1

What is a contact in Marketing Cloud

Answer 1

A contact is an individual in Marketing Cloud who receives communication via any channel

Question 2

Where are contacts stored in Marketing Cloud

Answer 2

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

Question 3

Contact Key vs Contact ID

Answer 3

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

Question 4

What is a Subscriber in Marketing Cloud

Answer 4

An individual in Marketing Cloud who receives a communication via a particular channel

Question 5

Where are subscribers stored

Answer 5

Subscribes are stored in Email Studio and are individuals who receive communication via any of the channels

Question 6

Subscriber Key vs Subscriber Id

Answer 6

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

Question 7

Considerations for Subscriber Key

Answer 7

1. Subscriber Key must be set up as a Text Field
2. Sendable Data Extensions must have a field that uniquely identifies the person to whom the message is sent
3. If Marketing Cloud Connect is enabled the 18 digit contact or lead ID must be set as the subscriber key for all records

Question 8

Subscriber Key Use Cases

Answer 8

1. Sending - Subscriber Key retrieves the correct email address for each record from the All Subscribers List during the sendout
2. Imports - Subscriber Key recognizes the record to update during imports.
3. Deduplication - Subscriber Key values are unique and cannot appear multiple times in the database, preventing duplicates
4. Managing Preferences - Subscriber Key identifies the correct record whenever a subscriber decides to unsubscribe or change their communication preferences.

Question 9

What are the four statuses Marketing Cloud subscribers can have

Answer 9

Active, Held, Bounced, Unsubscribed

Question 10

What does the Active Marketing Cloud subscription status mean

Answer 10

Active means that the subscriber received the email message they opted in to receive with no issues

Question 11

What does the held Marketing Cloud Email Status mean

Answer 11

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

Question 12

What does the bounced Marketing Cloud Email Status mean

Answer 12

Subscribers had one or two soft bounces or hard bounces - Status will reset to active if the individual interacts with the email

Question 13

What does the Unsubscribed email status mean in Marketing Cloud Email

Answer 13

Subscriber had opted out of communication, was manually unsubscribed or reported an email as spam to the ISP - suppressed from future emails

Question 14

What is Contact Builder?

Answer 14

Contact Builder is a Data Management application for organizing data stored in the Marketing Cloud Account

Question 15

What does Data Designer do?

Answer 15

Data Designer enables viewing and managing contact data by relating data to the contact record or by linking data extensions

Question 16

What are the two ways Marketing Cloud allows you to store and segment Subscribers?

Answer 16

Lists and Data Extensions are the two ways Marketing Cloud allows you to store and segment subscribers

Question 17

What are lists in Marketing Cloud

Answer 17

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

Question 18

What are Data Extensions in Marketing Cloud

Answer 18

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

Question 19

What is a Data Table in Marketing Cloud?

Answer 19

Data Extensions are custom tables that contain data with columns defining fields and rows displaying records

Question 20

What are the different kinds of data extensions that are available when Marketing Cloud Connect is enabled

Answer 20

1. Standard Data Extensions
2. Salesforce Data Extensions
3. Synchronized data extensions

Question 21

What is a Standard Data Extension

Answer 21

Standard Data Extensions store subscriber data - their configuration, including the setup of properties, retention policy, settings, and attributes must be created from scratch

Question 22

What is a Salesforce Data Extension

Answer 22

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

Question 23

What is a Synchronized Data Extension

Answer 23

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