Marketing Cloud Email Specialist

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NO.1 Northern Trail Outfitters third-party point-of-sale software order information in batches of
large files. the timing varies throughout the day.
Which feature should be used to accommodate this setup?
A. Triggered Automation
B. Scheduled Automation
C. Wait Activity
Answer: A
Explanation
Triggered Automation is a feature that allows marketers to run an automation when a file is dropped
into a specified location, such as an FTP folder or Enhanced FTP folder. Triggered Automation can
accommodate the setup of NTO's third-party point-of-sale software that sends order information in
batches of large files at varying times throughout the day. [Source: Trailhead]
NO.2 Northern Trail Outfitters (NTO) receives a daily file drop of customers who have made recent
purchases. NTO would like to send out a thank you email the first time they Show up in the file drop.
How should Journey Builder be configured to meet this requirement?
A. Configure Journey Settings to 'allow no re-entry.
B. Configure Journey Email Send to dedupe on email address.
C. Configure Journey Entry Event to 'allow no re-entry.'
Answer: C
Explanation
Configuring the Journey Entry Event to 'allow no re-entry' will ensure that subscribers who have
made recent purchases will only receive a thank you email the first time they show up in the file
drop. This will prevent them from receiving duplicate emails if they make multiple purchases.
[Source: Trailhead]
NO.3 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 upto 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
Answer: B
Explanation
Goals are the Journey Builder component that addresses the two requirements of this campaign.
Goals allow marketers to define a desired outcome for each journey, such as making a purchase at
the NTO outlet, and track how many contacts achieve it. Goals also allow marketers to exit contacts
from the journey once they achieve the goal, which means they will stop receiving emails from the
campaign. Decision Splits are used to branch contacts into different paths based on criteria, but not
to exit them from the journey or track their outcomes. Exits are used to remove contacts from the
journey based on criteria, but not to track their outcomes.
NO.4 Leadership at Northern Trail Outfitters wants to see a dashboard showing the success rate of
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customers that have been through a Welcome Series Journey in the last 7 days.
Where should they find this dashboard?
A. Journey Builder - Journey History
B. Datorama Reports - Journey Performance
C. Reports - Journey Engagement
Answer: B
Explanation
Datorama Reports - Journey Performance is where leadership at NTO should find the dashboard
showing the success rate of customers that have been through a Welcome Series Journey in the last 7
days. Datorama Reports is a feature that provides advanced analytics and insights for Marketing
Cloud journeys. It allows you to create custom dashboards and reports that measure the
performance of your journeys based on various metrics, such as engagement, conversion, revenue,
etc. You can also filter your data by time range, journey name, version, status, etc. Journey Builder -
Journey History shows the history of journey versions, activations, and deactivations, but not the
success rate of customers. Reports - Journey Engagement shows the engagement metrics for a
specific journey version, such as sent, delivered, open, click, etc., but not the success rate of
customers.
NO.5 Leading up to various holidays seasons, Northern Trail Outfitters (NTO) plans to included
special events and content in its emails. This content will change throughout the year.
What should NTO use to ensure the most up-to-date content is included in each email?
A. Reference Content Block
B. Dynamic Content Block
C. Einstein Content Selection
Answer: A
Explanation
A Reference Content Block is a type of content block that allows marketers to reference another
content block within an email. This means that any changes made to the referenced content block
will automatically update in all emails that use it. A Reference Content Block is useful for including
content that changes frequently or needs to be consistent across multiple emails, such as special
events or offers.
NO.6 Northern Trail Outfitters (NTO) notices that some of its unsubscribe reasons are related to
Reply Mail Management (RMM). NTO does not have RMM in its account.
What contributes to these unsubscribe reasons?
A. List Unsubscribe header
B. Profile Center Unsubscribe
C. Universal Unsubscribe
Answer: A
Explanation
The List Unsubscribe header is a feature that allows subscribers to unsubscribe from an email by
clicking a link in their email client. This feature does not require RMM to be enabled in the account,
and it can generate unsubscribe reasons related to RMM
NO.7 A marketer wants to quickly view the link performance for a specific email, including Total
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Clicks and Unique Clicks.

Which area of the application should provide this data?
A. Send Performance Tab
B. Email Overlay View
C. Tracking Conversions Tab
Answer: B
Explanation
Email Overlay View is the area of the application that should provide the data on link performance for
a specific email, including Total Clicks and Unique Clicks. Email Overlay View shows a visual
representation of your email with metrics for each link, such as how many times it was clicked, by
whom, and when. You can access Email Overlay View from the Tracking tab by selecting an email
send and clicking on View Email Overlay. Send Performance Tab shows metrics for an email send,
such as Sent, Delivered, Opens, Clicks, etc., but not for each link. Tracking Conversions Tab shows
metrics for conversions that occurred as a result of an email send, such as purchases, sign-ups,
downloads, etc., but not for each link.
NO.8 A marketer at Northern Trail Outfitters is asked about whether there is an actual requirement
of a dedicated IP to send emails.
What is a key differentiator to get a dedicated IP rather than using a shared one?
A. Requirement to have Custom URLs on Cloud Pages
B. Requirement to have Custom URLs on images hosted in Marketing Cloud
C. Sending. Volume > 250,000 Email/Month
Answer: C
Explanation
A key differentiator to get a dedicated IP rather than using a shared one is sending volume. If you
send more than 250,000 emails per month, you should use a dedicated IP to ensure better
deliverability and reputation. A dedicated IP means that only your emails are sent from that IP
address, so you have full control over your sender reputation
NO.9 A marketing specialist at Northern Trail Outfitters wants to automate sending the weekly
newsletter to subscribers. The audience is located in one data extension, but they also want to send
to a partner seed list.
Which tool method should the specialist use?
A. Multi-Step Journey
B. User Initiated Send
C. Automation Studio Email Activity
Answer: B
Explanation
User Initiated Send is the method that the specialist should use. User Initiated Send is a feature that
allows you to create and send an email message to one or more data extensions or lists at any time.
You can also schedule the send for a future date and time or set it to recur at regular intervals. You
can use this feature to automate sending the weekly newsletter to subscribers in one data extension
and a partner seed list. Multi-Step Journey is not necessary if you only want to send one email
message without any other journey activities.
Automation Studio Email Activity is not suitable if you want to send to a partner seed list, as it only
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supports data extensions as sendable audiences.
NO.10 The data team at Northern Trail Outfitters wants to send a daily report of all subscribers
emailed in the last 24 hours to their Enhanced FTP Export folder. The file should contain unique email
addresses.
At a minimum, which activities should be configured in Automation Studio to meet their
requirements?
A. SQL Query, Data Extract, File Transfer
B. SQL Query, Filter, Data Extract
C. Filter, Data Extract, File Transfer
Answer: A
Explanation
The correct answer is A because a SQL Query activity can be used to select the unique email
addresses from the data extension, a Data Extract activity can be used to export the data to a CSV
file, and a File Transfer activity can be used to move the file to the Enhanced FTP Export folder. A
Filter activity is not needed because the SQL Query can handle the filtering logic. A File Transfer
activity is required to move the file from the Safehouse to the FTP folder.
NO.11 Northern Trail Outfitters (NTO) has a new product launch.

Which tool should enable NTO to easily target the most loyal subscribes?
A. Path Optimizer
B. Google Analytics Audience
C. Einstein Engagement Scoring
Answer: C
Explanation
Einstein Engagement Scoring is the correct answer. This tool allows you to use artificial intelligence to
score your subscribers based on their engagement behavior, such as opens, clicks, conversions, etc.
You can use Einstein Engagement Scoring to easily target your most loyal subscribers by filtering
them based on their predicted engagement level or score. You can also use Einstein Engagement
Scoring to segment your subscribers based on their predicted attrition risk or optimal send time.
Google Analytics Audience is not a valid option, as this tool only allows you to measure and analyze
web traffic and behavior, not email engagement. Path Optimizer is not a valid option either, as this
tool only allows you to test different paths or content variations in a journey based on different
engagement metrics, not target loyal subscribers. You can learn more about this in the [Einstein for
Marketing Cloud] module on Trailhead.
NO.12 Northern Trail Outfitters wants to ensure a group of subscribers never receive a promotional
email.
Which configuration ensure these subscribers do NOT receive these emails?
A. Add an Auto-Suppression list to the default sender profile.
B. Configure Auto-Suppression list for the Commercial classification.
C. Add subscribers to the Account opt-out list.
Answer: B
Explanation
Auto-Suppression lists are lists of subscribers who should not receive certain types of emails, such as
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promotional or transactional emails. Auto-Suppression lists can be configured for different send
classifications, such as Commercial or Transactional, and can be applied to specific sender profiles or
the entire account. By configuring an Auto-Suppression list for the Commercial classification, the
marketer can ensure that the group of subscribers will not receive any promotional emails sent with
that classification.
NO.13 The customer service team at Northern Trail Outfitters is reporting that customers are
complaining about emails ending up in their spam folders. The marketing team is asking for a solution
that can check if the email contains any flags that can classify it as spam.
A. Test Send
B. Content Detective
C. Subscriber Preview
Answer: B
Explanation
Content Detective is the correct answer. Content Detective is a tool that allows you to scan your
email content for any words or phrases that may trigger spam filters or cause deliverability issues.
Content Detective assigns a score to your email based on the number and severity of the flags it
detects, and provides suggestions on how to improve your content. You can learn more about this in
the Email Testing Tools module on Trailhead.
NO.14 The marketing team wants to split their primary customer data extension into 10 separate
segments, to use for future A/B testing score.
Which feature should be used to easily segment the data extension?
A. Filter Data Activity
B. Random Data Extension
C. SQL query activity
Answer: B
Explanation
To easily segment the data extension into 10 separate segments, you should use the random data
extension feature. This feature allows you to create a new data extension with a random sample of
records from an existing data extension. You can specify the number of records or the percentage of
records to include in the random data extension.
NO.15 Northern Trail Outfitters allows nonregistered customers to provide to phone number for
open orders. The proved contact information is to be deleted after 30 days.
Which feature provides a way to automatically maintain a data extension's records?
A. Delete Filter Activity
B. Contact Delete
C. Data Retention Policy
Answer: C
Explanation
A data retention policy allows you to automatically delete records from a data extension based on a
specified time period. This feature can help you maintain a data extension's records and comply with
data privacy regulations
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NO.16 Northern Trail Outfitters receive nightly files from its data warehouse to maintain opt-out
compliance across multiple marketing platform these files contain only the previous day's 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. Automation Notification Settings
B. Import Activity Notification Settings
C. Configured Alert Manger Settings
Answer: A
Explanation
Automation Notification Settings allow marketers to configure email notifications for automation
activities, such as data imports, data exports, or SQL queries. Marketers can choose to receive
notifications for all activities, only failed activities, or none. [Source: Trailhead]
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Clicks and Unique Clicks.

supports data extensions as sendable audiences.

NO.11 Northern Trail Outfitters (NTO) has a new product launch.

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