Marketing-Cloud-Email-Specialist Exam Dumps - Salesforce Certified Marketing Cloud Email Specialist (SP23)

Engagement Split is the Journey Builder activity that NTO should use. Engagement Split is an activity that allows you to split contacts based on how they interacted with a previous email send, such as opened, clicked, or converted. You can use this activity to include specific content for your most engaged customers and different content for your least engaged customers. Frequency Split is an activity that allows you to split contacts based on how often they have received messages from your account. Scoring Split is an activity that allows you to split contacts based on their Einstein Engagement Score.

Journey Performance by Email Dashboard is the preconfigured dashboard that NTO should review to get an idea of which journeys are performing the best. This dashboard shows key metrics such as open rate, click rate, conversion rate, and unsubscribe rate for each email in each journey. Email and Journey Overview Dashboard shows a summary of all email and journey activities, but not at the individual email level. Email Performance Dashboard shows metrics for individual emails, but not grouped by journeys.

 Scaling back sending for specific ISPs until the issue subsides can help improve deliverability by avoiding spam complaints and hard bounces. Increasing the frequency of email sending may worsen the deliverability issue by triggering spam filters and irritating subscribers. Broadening segmentation criteria may not help if the content is not relevant or engaging for the audience.

 If you want to ensure the exclusion is updated before the audience query runs, you should place the audience SQL Query Activity in a step after the exclusion SQL Query Activity. This way, the exclusion query will run first and update the data extension with the subscribers who should be excluded from the send. Then, the audience query will run and pull the subscribers who meet the criteria for the send, excluding those who were filtered out by the previous query. Placing a wait step between them or placing them in the same step will not guarantee that they will run in the correct order. You can learn more about this in the [Automation Studio Basics] module on Trailhead.

Creating folders in My Tracking and selecting where to send results when sending an email is the best way to help organize NTO’s email tracking results. This way, NTO can group their email campaigns by different criteria, such as date, topic, audience, etc., and easily find the results they need. Giving emails unique names is also helpful, but it does not provide a way to categorize them. Removing old tracking results may declutter the results list, but it may also delete valuable information.

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.

 To update an email link’s URL after a send, you need to navigate to the Job Links tab in My Tracking and update the URL there. This will change the URL for all recipients who have not yet clicked on the link.

The Update Contact Activity is used to update the contact data in Journey Builder, not to make decisions on it. To make decisions on the status data, it should be connected to the contact in an attribute group and used in a decision-split activity on the journey canvas. [Source: Trailhead]

Using contrasting colors is a best practice for designing accessible emails, as it helps users with visual impairments or color blindness to distinguish between different elements of the email. Contrasting colors can also improve readability and attention for all users. A common guideline for choosing contrasting colors is to use a minimum contrast ratio of 4.5:1 between foreground and background colors.

 The best text for a call-to-action button is clear, concise, and compelling. Option A provides the most information about what the user will get by clicking the button, while also creating a sense of urgency and value. Option B is too vague and does not specify what the user will download, and option C is not a call-to-action at all, but rather a statement.

Utilizing exit criteria for the journey is a way to simplify the journey that has a decision split prior to every email send to remove certain subscribers from the journey. Exit criteria can define when contacts should exit the journey based on specific conditions, such as unsubscribing or making a purchase. This will eliminate the need for multiple decision splits on the journey canvas. [Source: Trailhead]

Implementing an SAP with Private Domain and a Dedicated IP is the best action to ensure NTO’s sending reputation remains intact, as it allows NTO to have full control over its sender authentication and IP reputation. A private domain enables SPF and DKIM authentication, which helps to verify the sender’s identity and prevent spoofing. A dedicated IP isolates NTO’s sending volume and reputation from other customers, which reduces the risk of being affected by their sending practices. Requesting three dedicated IPs or a private domain alone would not provide the same level of protection as an SAP.

If you need to send emails to the creative team for proofing as part of an email campaign, you should use Approval Workflow as an automatic flow. This feature allows you to create approval rules and assign approvers for your emails before they are sent. You can also track the status of your approvals and receive notifications when they are completed or rejected. Subscriber Preview is a tool that allows you to preview how your email will look for different subscribers, but it does not send them an email. Content Builder Approvals is a feature that allows you to request feedback on your content from other users within Content Builder, but it does not send them an email either. You can learn more about this in the [Email Approval Process] module on Trailhead.

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

The correct answer is B because creating more focused segmented lists for messaging can help reduce the number of unsubscribes and increase engagement by sending more relevant and personalized content to each segment. Adding complementary SMS campaigns may not be effective if the subscribers are not interested in receiving more messages from NTO. Focusing on action-driven subject lines may help improve open rates, but not necessarily engagement or retention.

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.

 increasing the font size (over 16pt) to make the content easier to read is a best practice for improving the accessibility of email design. Larger fonts can help users with low vision or cognitive disabilities to access the email content more easily. Reducing line spacing to fit more content on the screen and reduce scrolling is not a good practice for accessibility, as it can make the text harder to read and follow. Removing role=“presentation” from layout tables is also not a good practice for accessibility, as it can cause assistive technologies to ignore the table structure and read the content in an incorrect order.

 An Interactive Email Form is a type of content block that allows marketers to create and embed a form within an email. The form can collect information from subscribers, such as feedback, preferences, ratings, etc., without requiring them to leave their inbox. The form can also link to a confirmation page or another email after submission. An Interactive Email Form can increase the response rate by making it easy and convenient for subscribers to provide feedback.

List Detective is the correct answer. List Detective is a feature that automatically filters out invalid or problematic email addresses from your sends, such as those with typos, syntax errors, or unsupported domains. List Detective helps improve your deliverability and reputation by preventing bounces and spam complaints from bad email addresses. Bounce Mail Management is a feature that tracks and manages bounced emails based on different bounce categories and thresholds. Auto-Suppression Lists are lists of subscribers who should not receive certain types of emails, such as promotional or transactional emails. You can learn more about these features in the [Email Deliverability] module on Trailhead.

A Tracking Data Extract is a type of data extract activity that allows marketers to export tracking data from Marketing Cloud to an external system, such as Azure Blob. A Tracking Data Extract can be configured to include various types of tracking data, such as email sends, opens, clicks, bounces, unsubscribes, etc. A Tracking Data Extract can be combined with a File Transfer activity to transfer the extracted file to the desired location.

An Import Activity is a type of automation activity that can be used to import data from an external source into a data extension. It supports various file transfer protocols, including Amazon S3 buckets. An Import Activity can be configured to run on a schedule or triggered by an event.

 Withdraw email approval is the first action that should be taken to make the edits. Withdraw email approval is a feature that allows you to revoke the approval status of an email and make changes to it. You can use this feature if you need to update an approved email before sending it or sharing it with other business units. Unshare the email is not necessary if you want to make edits to the email, and it may affect the access of other business units. Cancel send using email is not relevant if you have not scheduled or sent the email yet.

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.

 Auto-Suppression lists are lists of subscribers who should not receive certain types of emails, such as 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.

 Not Sent Tracking Extract is the tool that should provide a list of subscribers who didn’t receive the expected emails. Not Sent Tracking Extract is a type of tracking extract that allows you to export data about subscribers who were excluded from an email send due to various reasons, such as suppression lists, publication lists, frequency capping, etc. You can use this tool to identify why some subscribers didn’t receive your emails and take corrective actions if needed. _sent Data View is a system data view that allows you to query data about subscribers who were sent an email within the last six months. ‘Subscribers Not Sent To’ report is not a valid report in Marketing Cloud.

Einstein Content Selection is a feature that uses artificial intelligence to automatically select the best content for each subscriber based on their engagement history and preferences. It can help increase click rates by delivering personalized and relevant content in emails.

Scheduling report and emailing file to the director is the correct answer. This option allows you to create a report of sends across all business units using the Email Performance by Business Unit report type in Analytics Builder. You can then schedule the report to run daily and email the file (CSV or XLS) to the director or any other recipients. This way, you can ensure the report is sent to the director each day without manually running and exporting the report. Scheduling report and emailing the link to download is not a valid option, as this option only allows you to email a link to access the report online, not to download the file. Scheduling report to export as a web page is not a valid option either, as this option only allows you to export the report as a web page, not to email it. You can learn more about this in the [Email Reporting Tools] module on Trailhead.

 Journey Builder and Engagement Split are no-code features that can be used to accomplish this scenario. Journey Builder is a tool that allows marketers to create personalized customer journeys across channels and devices. An Engagement Split is a type of decision split that evaluates how a subscriber interacted with an email, such as opening or clicking. Based on the outcome, the subscriber can be routed to different paths in the journey.

 SQL activity using data views is a method that allows marketers to access historical engagement data from Marketing Cloud. Data views are system-generated data extensions that store tracking data for various types of events, such as email sends, opens, clicks, bounces, unsubscribes, etc. Marketers can use SQL queries to join and filter data from different data views and create custom reports or segments based on historical engagement data.

 Reviewing opens and clicks activity summaries is the best action to evaluate journey performance, as it provides information about how subscribers are engaging with the emails sent from the journey. The activity summaries show metrics such as unique opens, unique clicks, unsubscribes, bounces, and complaints for each email activity in the journey. These metrics can help the marketer assess the effectiveness of the email content, design, and timing.

 Path Optimizer is a tool that allows marketers to test various paths within a journey based on parameters and assess the effectiveness of each path. Path Optimizer can also automatically select the best performing path and send all contacts through it. [Source: Trailhead]

 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.

Send Classification is the correct answer. A send classification is a setting that defines the type, priority, and sender information for an email send. There are three types of send classifications: commercial, transactional, and operational. Transactional send classifications are used for emails that are triggered by a subscriber’s action, such as a purchase confirmation or a password reset. Transactional emails are sent to subscribers regardless of their opt-in status, as they are considered essential communications. You can learn more about this in the Email Creation and Sending module on Trailhead.

To identify the subscribers who have opened an email in the past year, you should use the _Open data view. This is a system data view that stores information about email open events for all subscribers in your account. You can query this data view using SQL to filter by date and email name or ID

Data Designer is the tool that should be used to create a sendable data extension from various tables including orders, subscribers, and product line items. Data Designer allows you to create custom data extensions that can be used as an entry source for a journey. It also allows you to join multiple data sources together to create a single data extension. You can find more information about Data Designer and how to use it here: Data Designer. Automation Studio is a tool that allows you to automate tasks such as sending emails, importing files, extracting data, etc. Audience Studio is a tool that allows you to collect and unify data from various sources and create audience segments for personalized marketing.

Mobile Aware is an email design technique that uses a single-column layout, large fonts, clear calls to action, and minimal images to optimize the email for mobile devices. Mobile Aware is the easiest and quickest way to create mobile-friendly emails, as it does not require any coding or media queries.

Send Preview is the tool that allows the marketer to review how different variations of an email will render in different email clients. It also enables the marketer to preview dynamic content and personalization strings for each subscriber in a data extension. Content Detective is a tool that scans an email for potential content issues, such as broken links, missing images, or spam triggers. Test Send is a tool that sends a test email to a specified recipient or a test data extension.

Contacts analytics is a report that shows how the cross-channel customer population has changed over time. It can be used to track the growth or decline of contacts across different channels, such as email, mobile, or social. Contacts count is a report that shows the total number of contacts in the account. Audience engagement over time is a report that shows how contacts interact with messages over time.

Configuring Field-Level Encryption in import file is the correct answer. This option allows you to specify which fields are encrypted and how to decrypt them in the import file activity. This way, you can import decrypted information to a data extension from an encrypted file of subscriber data. Managing Files in File Transfer is not a valid option, as this option only allows you to move files from one location to another, not to import them. Specifying character encoding in import file is not a valid option either, as this option only allows you to ensure the correct display of characters in different languages, not to decrypt encrypted data. You can learn more about this in the Importing Data into Marketing Cloud module on Trailhead.

An automation that imports subscriber data regularly and updates key data extensions is what NTO should create as a good first step to add automation to its email marketing. This automation will help NTO keep its subscriber data up-to-date and consistent across different data extensions. It will also enable NTO to use this data for segmentation, personalization, reporting, etc. An automation that deletes old data extensions, emails, and reports may be useful for cleaning up unused assets, but it is not directly related to email marketing. An automation that contains several recurring emails and decisioning points may be too complex for a first step and may require more planning and testing.

 Sender Profile and AMPscript Lookup are the functionalities that accomplish the requested configuration. A Sender Profile allows you to define the From Name, From Email, and Reply Email for an email send. You can use AMPscript Lookup function within a Sender Profile to dynamically populate these fields based on data from a data extension. For example, you can use Lookup function to retrieve the sales representative’s name from a data extension based on the subscriber’s ID and use it as the From Name. A Delivery Profile and a Send Classification are not related to personalizing the From Name. Subscriber Attributes are not stored in a data extension.

To cancel the send after it was scheduled, you should navigate to the overview tab in email studio. There, you can see all your scheduled sends and cancel them if needed. You can also edit or reschedule your sends from this tab.

marking the field as the Primary Key is what a marketer should do to ensure the Email Address field values are unique in a data extension. A primary key is a field or a combination of fields that uniquely identifies each row in a data extension. If a field is marked as a primary key, it cannot have duplicate values or null values. Marking the data extension as Sendable or using Email Address as Subscriber Key does not ensure uniqueness of field values.

 A Filter Activity is an Automation Studio activity that allows marketers to create a filtered data extension based on criteria applied to an existing data extension. A Filter Activity can be scheduled to run automatically on a recurring basis, which will refresh the filtered data extension with the latest data that matches the criteria

The correct answer is B because bounced contacts from previous sends are excluded from future sends by default, unless they are reactivated. DoNotTrack preferences only affect tracking data, not sending. Suppressed contacts from contact deletion are not relevant because the data extension contains the audience for the send.