Free Certified Marketing Cloud Email Specialist Sample Questions — Certified Marketing Cloud Email Specialist

Northern Trail Outfitters' marketing manager wants to schedule a report to be sent weekly to an AzureBlob regarding the performance of a holiday campaign. Which tool should they use?

• A. Tracking Data Extract & file transfer
• B. Campaign Email Tracking Report
• C. Datorama Report

Northern Trail Outfitters (NTO) has an upcoming campaign with a call to action to shop its new NTO outlet store. The campaign will need to send up to three emails but stop sending to each specific subscriber once they have made a purchase at the NTO outlet, and provide reporting on the success of the campaign. Which Journey Builder component addresses the two requirements of this campaign?

• A. Decision Splits
• B. Goals
• C. Exits

A marketer wants to enable better filtering of their assets in Content Builder. What is the best approach to do this?

• A. Add assets to folders upon creation
• B. Add a description to each asset upon creation
• C. Add descriptive tags to each asset upon creation

Northern Trail Outfitters uses HTML emails that have headers and footers coded into the email. What tool can the marketer use to control default headers and footers on email sends?

• A. AMPscript Lookups
• B. Dynamic Content
• C. Sender Profile
• D. Delivery Profile

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?

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

Northern Trail Outfitters receives nightly files from its data warehouse to maintain opt-out compliance across multiple marketing platforms. These files contain only the previous days opt-out updates. If a run fails, it must be manually rerun to maintain compliance. How should the notification be received if the data import is unsuccessful?

• A. Import Activity Notification Settings
• B. Configured Alert Manager Settings
• C. Automation Notification Settings

Northern Trail Outfitters (NTO) sends a hiking newsletter to an audience that has opted to receive messages about hiking. They have noticed in the last six months their open and click rates have been trending lower. NTO wants to reverse this trend. How should they improve their engagement rates with unengaged subscribers?

• A. Remove them from the list
• B. Request they resubscribe
• C. Send emails more frequently
• D. Send emails less frequently

Northern Trail Outfitters needs to use a point-and-click tool to test segmentation rules and verify that the correct subscribers are included in the segment. They will need to automate the refreshing of the segment once it is tested. Which two tools should be used to test and configure the segment? (Choose two.)

• A. Data Filter
• B. Filter Activity
• C. SQL Query Activity
• D. Filtered Group

A marketing team wants to create an automation that can take a population, evaluate its subscriber data, and send a series of emails. The emails received may vary based on each subscriber's engagement with previous emails in the automation. Which tool should a team with no SQL knowledge or support use?

• A. Predictive Email
• B. Scheduled Email Sends
• C. Automation Studio
• D. Journey Builder

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

A global marketing team has created an email using Content Builder Approvals and shared it with multiple business units in their Enterprise. Even though the email was approved, additional changes are needed. What is the first action that should be taken to make the edits?

• A. Unshare the email
• B. Cancel send using email
• C. Update email approval status

Northern Trail Outfitters (NTO) has subscribers opt-in to its marketing program via email or SMS. What should NTO configure for its welcome series in Journey Builder to honor the opt-in communication method?

• A. Ensure preferred channel is available in subscriber data
• B. Send both email and SMS to ensure subscribers get NTO's messages
• C. Create one Entry Source for each messaging channel

Northern Trail Outfitters historically received a bulk data file from a vendor once per day in its Marketing Cloud SFTP. The vendor is updating its sending cadence and will be delivering files over approximately eight hours throughout the day. The files will maintain the same naming convention and include a timestamp. Which update should be implemented to the automation to process the files as they are received while minimizing rework?

• A. Implement an API to start an automation with every file transfer
• B. Replace the Schedule with File Drop and use a filename pattern
• C. Replicate the automation and schedule them to execute every eight hours

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 10 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

A marketer has been tasked with ensuring Northern Trail Outfitters' unsubscribe mechanisms are CAN-SPAM compliant and follow industry best practices. Which two criteria should the marketer incorporate into campaigns to ensure compliance and align with current best practices? (Choose two.)

• A. Ask the subscriber to log in to the Preference Center to confirm opt-out
• B. Include an unsubscribe link in the header or footer of emails
• C. Ensure opt-out mechanisms are operational for at least 30 days post-send
• D. Process every individual's unsubscribe request within 14 business days

Northern Trail Outfitters is using a Smart Capture form in CloudPages to capture contest registrations in a data extension. Corporate has requested a nightly file with all registrants in this data extension be sent daily from Marketing Cloud to an external SFTP. Which automation configuration should be used?

• A. Schedule Starting Source > SQL Query Activity > File Transfer Activity
• B. File Drop Starting Source > SQL Query Activity > File Transfer Activity
• C. Schedule Starting Source > Data Extract Activity > File Transfer Activity
• D. File Drop Starting Source > Data Extract Activity > File Transfer Activity

Northern Trail Outfitters' branding guidelines require heavy use of imagery on its website, apps, emails, ads, etc. In which two ways could they optimize email design to honor branding guidelines and ensure subscribers are getting the best experience possible? (Choose two.)

• A. Use custom corporate font to match their 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

As part of a daily shipping notification automation, Northern Trail Outfitters needs to join data from the Shipping data extension and the Purchase data extension. What activity is designed to address this scenario?

• A. Filter Activity
• B. SQL Query Activity
• C. Group Refresh
• D. File Transfer Activity

Northern Trail Outfitters sends a broadly targeted promotional email and notices a very high bounce rate compared to their typical sends. What could be causing this spike in bounces?

• A. They have sent too many emails recently around the same promotion
• B. They sent on a day with high email volume like black Friday
• C. They used "FREE" in the promotional content
• D. They sent to a large number of unengaged subscribers

A marketer needs to send emails to all 20 members of the creative team for proofing as part of an email campaign. Which Preview & Test Content Personalization option should be used?

• A. Based on Recipient Test Data Extension
• B. Based on Preview
• C. Based on Subscriber Preview List or Data Extension