Certified Marketing Cloud Email Specialist practice test

1. Question 1 · 1

   An email marketing team has been tasked with building a new email that pulls in personalized content based on customers' preferences. The team has decided to create dynamic rules to accomplish this setup. Which four elements are required for the creation of a dynamic content rule?

   Choose one answer.

   • Attribute, Value, Operator, Content
   • Lists, Value, Operator, Images
   • Preferences, Value, Operator, Lists
   • Customers, Value, Operator, Content

2. Question 2 · 1

   Northern Trail Outfitters wants to leverage Content Builder templates to streamline the email creation process. For its monthly email newsletter, they include content specific to the company's loyalty and non-loyalty members. How should the email be built?

   Choose one answer.

   • Create a template and lock content in the template.
   • Create dynamic content with a SQL Query activity.
   • Create multiple versions of the email for loyalty and non-loyalty members.
   • Create a template-based email using dynamic content.

3. Question 3 · 1

   Northern Trail Outfitters (NTO) has a small catalog of items featured in company emails. The NTO marketing team manages what images, copy, suggested items, and call-to-action are used with each item in this catalog within a database. This data is saved into a data extension in Marketing Cloud and then called into the emails dynamically. Each time a change is made to the content, a new, updated file is dropped on NTO's SFTP. A proof email is then sent to business stakeholders for final approval. Using Automation Studio, how can NTO ensure that the catalog stays up-to-date?

   Choose one answer.

   • Create a scheduled automation to import the file, and send proof emails each morning when changes were detected.
   • Create a scheduled automation that runs every 15 minutes to import the file multiple times a day.
   • Create a file drop automation to import the file when placed on the specified directory on the Enhanced SFTP.
   • Create an API-driven process to put the data directly into the data extension when any data is changed.

4. Question 4 · 1

   Northern Trail Outfitters (NTO) has planned cross-channel marketing efforts based on how a subscriber responds to an email and when they last purchased. NTO is evaluating both Automation, Studio and Journey Builder for its campaigns and are leaning towards Journey Builder due to the available Activities. Which tree standard Canvas Activities are available in Journey Builder? (Choose three.)

   Choose all answers that apply.

   • SQL Query Activity
   • Post to Facebook
   • Send SMS
   • Decision Split
   • Wait By Duration

5. Question 5 · 1

   A local craft store is implementing Marketing Cloud and will be using lists to store their subscriber data. Which two types of data could subscribers easily update via the default Profile Center? (Choose two.)

   Choose all answers that apply.

   • Order History
   • Email Address
   • Data Extension Fields
   • List Attributes

6. Question 6 · 1

   A marketer would like to improve open rates for weekly email campaigns. On which area of email design should the marketer focus?

   Choose one answer.

   • Footer
   • Email Body
   • Envelope Content
   • Link Content

7. Question 7 · 1

   The Northern Trail Outfitters' email team is creating a reusable content block for its Deals to Run With campaign. They will cross-promote this campaign in other emails in a single-column content area. This content will have one image, with text below it. How could the email team create one content area and reuse it across other emails using Content Builder without writing any custom HTML?

   Choose one answer.

   • Create a Text content block.
   • Create an Image content block.
   • Create an HTML content block.
   • Create a Free Form content block.

8. Question 8 · 1

   Northern Trail Outfitters is implementing Marketing Cloud and is unsure whether to use lists or data extensions. Their consultant recommended they use data extensions. Which three considerations would be taken into account when recommending a data extension-based model over lists? (Choose three.)

   Choose all answers that apply.

   • They are storing product and store data.
   • They have fewer than 250,000 subscribers.
   • They have fewer than 15 data points.
   • Flexible data storage is needed.
   • Journey Builder will be used.

9. Question 9 · 1

   A digital marketing team noticed an increase in unsubscribes and would like to implement a mechanism as an alternative to unsubscribing from all sends. The team currently uses data extensions for sending emails. Which tool should they use?

   Choose one answer.

   • List unsubscribe
   • Profile attributes
   • Publication lists
   • Suppression lists

10. Question 10 · 1

    A marketer created dynamic content for an upcoming campaign that renders unique content based on subscriber attributes. The marketer would like to preview how each email will render for a given list of subscribers. How should the marketer proceed?

    Choose one answer.

    • Select the ג€Previewג€ tab within the Classic Content tool.
    • Create a user-initiated email to send to the list of subscribers.
    • Use the Test Send tool to trigger copies of the email.
    • Using the Subscriber Preview tool, cycle through the list of subscribers.

11. Question 11 · 1

    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.)

    Choose all answers that apply.

    • Select the update type ג€Overwriteג€.
    • Ensure the data extension has a Primary Key.
    • Select the update type ג€Add Onlyג€.
    • Select the update type ג€Add and Updateג€.

12. Question 12 · 1

    Northern Trail Outfitters wants to maintain enterprise-wide opt-outs for two segments of its subscribers stored in data extensions: Education Events and Sales. What feature should the company use to manage its opt-out strategy?

    Choose one answer.

    • Shared Portfolio Items
    • Shared Emails
    • Shared Data Extensions
    • Shared Publication Lists

13. Question 13 · 1

    Northern Trail Outfitters manually sent an HTML email to subscribers which contains a link to the wrong landing page for a particular campaign. Which option minimizes the impact of this error?

    Choose one answer.

    • Send another email to the same subscribers containing the correct link.
    • Update the link in the stored email content and it will be pulled in automatically.
    • Locate the job under Tracking and update the URL in the Job Links tab.
    • Have Support recall the email if it has not yet been opened by a subscriber.

14. Question 14 · 1

    A marketer at Northern Trail Outfitters feels a subject line suggested by their creative team will not be as effective as the one initially recommended by the product team. Which two ways should Path Optimizer be configured to select the better subject line? (Choose two.)

    Choose all answers that apply.

    • Split the audience equally and wait at least seven days to select a winner.
    • Split the audience equally and automatically choose the winning path based on Open Rate.
    • Split the audience equally and manually choose the winning path based on Email Engagement Stats.
    • Split the audience equally and configure a holdback population for a control.

15. Question 15 · 1

    Northern Trail Outfitters wants to increase email subscribers this quarter. Which three methods could they use to legally obtain subscribers? (Choose three.)

    Choose all answers that apply.

    • Purchase subscriber lists from a reputable data company.
    • Ask customers to text their email address to a short code to opt-in.
    • Email all unsubscribed customers asking for them to opt into email again.
    • Ask customers to opt-in at time of purchase online by creating an account.
    • Create a Facebook lead capturing form to gain opt-ins.

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