The right way to Go Salesforce Advertising Cloud E-mail Specialist Examination

Final Up to date on August 1, 2022 by Rakesh Gupta

After dreading and delaying a few occasions, I lastly mustered the braveness to look for the Advertising Cloud Administrator certification examination a couple of months in the past. And, oh sure, I managed to go it on my first try. So, comply with alongside on the ‘Yellow Brick Highway’!

I’ve roughly 1.6 years of expertise managing Advertising Cloud for a couple of Monetary Establishments. The expertise, certainly, helped me to go this examination simply. However, what if,  you surprise, one doesn’t have a possibility to realize expertise on the Advertising Cloud Platform? So, allow us to take a minute’s pause and take into consideration how somebody – who didn’t get a possibility to work on the Advertising Cloud Implementation – can seem and go the examination. In the event you fall on this class, welcome to the precise weblog on the proper time! For by studying from the start to the tip of this text, you should have a transparent understanding of – and can be capable of devise a plan and a method for – learn how to go the Advertising Cloud E-mail Specialist examination.  

So, Who’s an Ultimate Candidate for the examination?

Salesforce gives varied certifications for Advertising Cloud candidates – Advertising Cloud E-mail Specialist is only one of them. The Salesforce Advertising Cloud E-mail Specialist credential is designed for people who can display information, expertise, and expertise in e-mail advertising finest practices within the following areas: content material creation, subscriber and information administration, supply, and analytics inside the Advertising Cloud E-mail utility.

As an example, the Salesforce Advertising Cloud E-mail Specialist ought to be capable of display their information, expertise, and expertise within the following areas:

• Construct e-mail advertising campaigns leveraging the varied instruments inside E-mail Studio, together with Content material Builder.
• Construct relational information fashions.
• Ship emails utilizing e-mail utility sending strategies.
• Construct e-mail automation utilizing Automation Studio and Journey Builder.
• Create stories of e-mail monitoring information. Make investments time in finding out the sources listed on this examination information and the extra examine supplies supplied by Salesforce.

A Advertising Cloud E-mail Specialist Certification would increase your profession by a number of folds – it’ll display your Advertising Cloud information and your Salesforce expertise!

Yellow Brick Highway – Set a Strict Examination Preparation Timeline!

After deciding to look for the examination, it’s time to collect details about it and think about what steps you’ll take to ace it. After you have a concrete timeline, take into consideration how you’ll combine a sound examine plan round the remainder of your obligations – work/dwelling stability, and so on. Having a concrete date to check in the direction of will assist you to keep motivated.

Studying kinds differ extensively – so there isn’t any magic components that one can comply with to clear an examination. The very best observe is to check for a couple of hours each day – rain or shine! Beneath are some particulars in regards to the examination and examine supplies:

• 60 multiple-choice/multiple-select questions – 90 minutes
  • 5 extra randomly-distributed questions that won’t be scored
• 67% is the passing rating
• The examination Charge is $200 plus relevant taxes
• Examination Sections and Weighting
  • E-mail Advertising Greatest Practices: 10%
  • Content material Creation and Supply: 24%
  • Advertising Automation: 26%
  • Subscriber and Information Administration: 26%
  • Insights and Analytics: 14%

In the event you should not have earlier expertise with Advertising Cloud, then comply with the exam guides talked about beneath within the order they’re listed:

1. Extremely advisable – Prepare for Trailhead’s instructor-led coaching for Build and Analyze Customer Journeys using Marketing Cloud (MKT 101)
2. . There are two benefits of attending the coaching talked about above:
   1. The above coaching is designed to go Advertising Cloud coaching with out spending an excessive amount of time right here and there.
   2. Assess your examination readiness by answering observe questions.
   3. A chance to ask inquiries to an teacher is priceless!
3. Attend Salesforce Live Event to Learn from Experts
4. Trailmix – Prepare for Your Salesforce Marketing Cloud Email Specialist Credential
5. Marketing Cloud-related videos on Trailhead
6. Marketing Cloud Email
7. Marketing Cloud Content Creation

If you’re supplied a mission or a process that entails – organising a advertising cloud, Subscriber information administration, creating information extension, or organising FTP consumer, Journey Builder implementation – then, by all means, settle for it! Nothing is best than real-world expertise.

What you Have to Know to Smoothen your Journey

On a really excessive stage, you need to perceive the next subjects to clear the examination:

1. E-mail Advertising Greatest Practices: 10%
   1. Breakdown of E-mail Construction
      1. We name the From Title, Topic Line, and Preheader the “envelope content material.” That is what the subscriber sees of their inbox (or on cellular display) earlier than opening and is important to successful the engagement.
      2. Create compelling content material
         1. A topic line that captures folks’s consideration
         2. Give readers what you promised them within the topic line
         3. Tailor your e-mail voice
      3. From Title
         1. Make it recognizable and reliable.
         2. Maintain it below 25 characters.
         3. The very first thing the reader will see is the From Title. That is key to establishing belief (and curiosity). ”Is that this somebody I count on to listen to from? Based mostly on previous messaging, is that this seemingly helpful/attention-grabbing/useful?” Many subscribers click on “Report Spam” or Delete primarily based solely on this subject.
      4. Topic Line
         1. Maintain the important phrases inside the first 35 characters.
         2. Measure success by conversions — not essentially opens.
            
      5. Preheader
         1. That is the primary snippet of textual content from the e-mail’s code. Don’t go away it as much as probability — develop in your topic line.
         2. Use all ~85 characters, frontloading the important info.
   2. Deliverability Issues – Deliverability is the flexibility to get your e-mail delivered to the subscriber’s inbox
      1. ISPs consider your sending area and IP handle and assign a “sender fame” primarily based on their evaluation of the worth of delivering your e-mail to their prospects (your subscribers).
      2. Sender fame determines whether or not your e-mail shall be filtered as spam, filtered to a bulk folder, or delivered to the first inbox.
      3. Constructing and sustaining a wholesome sender fame relies on good permission and sending practices – one thing utterly in your management.
   3. Sender fame – how receivers view you and your mail
      1. E-mail fame controls entry to the inbox:
         1. Unhealthy fame: Spam folder or block
         2. Good fame: Inbox
      2. Area or IP-address primarily based (normally IP primarily based)
      3. ISPs plan on extra domain-based measures in future
      4. Based mostly on:
         1. Spam complaints
         2. Invalid Addresses
         3. Spamtrap hits
         4. Authentication (SPF, Sender ID, DKIM)
         5. Third-party blacklistings
         6. Engagement
      5. Do folks need your mail? Are your recipients engaged?
   4. CAN-SPAM and Transactional E-mail Outlined
      1. Be aware that completely different international locations have completely different legal guidelines that govern e-mail, advertising, and buyer privateness. As an organization, we don’t, and can’t, present authorized recommendation. Purchasers should have interaction their authorized counsel to find out if their content material and practices adjust to their respective jurisdictions. Info on CANSPAM and GDPR is supplied right here to offer background as they’re extremely related to e-mail advertising, and we will present some basic finest practices.
      2. CAN-SPAM ACT: The U.S. regulation units the foundations for business e-mail, establishes necessities for business (advertising or promotional) messages, offers recipients the precise to have you ever cease emailing them, and spells out powerful penalties for violations. Per CAN-SPAM, you should have affirmative consent. As well as:
         1. Don’t use false or deceptive header info or misleading topic strains.
         2. Determine the message as an advert.
         3. Inform recipients the place you’re positioned and learn how to choose out of future mail.
         4. Honor opt-out requests promptly. You have to course of an unsubscribe request inside 10 days, and your unsubscribe mechanism have to be operational for no less than 30 days after the mailing.
         5. In the event you share the subscriber’s e-mail handle with a 3rd social gathering, you should give them ‘a transparent and conspicuous discover when the consent was communicated.
         6. Embody your bodily mailing handle.
   5. Alternative ways to enhance Message Deliverability
      1. 12 Ways to Improve Email Deliverability
      2. Email Deliverability Best Practices for Email Studio
      3. Use e-mail authentication
         1. DKIM
         2. SPF
         3. DMARC
      4. Take away non-responding addresses
      5. Don’t Purchase lists or use third-party information
      6. Email Deliverability
      7. Checklist hygiene
      8. ISP compliance
      9. SMTP log filtering to proactively detect blocking
      10. IP handle warming
      11. Guarantee That All Subscribers on Your Lists Have Given You Permission
      12. Deal With Bounce Charges Higher Than 20%
      13. Purge Outdated or Inactive Addresses
      14. Handle Frequency and Content material
   6. E-mail Advertising Deliverability
      1. Play by the Guidelines of ISPs and Filtering Corporations
      2. Scale back SPAM Blocking with Permission-Based mostly E-mail Advertising
      3. Use Double Choose-in to Keep away from Getting Blacklisted
      4. Keep a Constant From Deal with and Topic Line Recognition
   7. Whereas it’s important to search for each alternative to amass subscribers, you will discover that almost all firms have a couple of sources that present nearly all of subscribers. Usually the web site and level of sale. Ecommerce/checkout is a superb supply of opt-ins. Just remember to seize e-mail addresses early within the procuring cart course of so as to comply with up if they’re deserted. 
      1. Depart no stone unturned to assemble e-mail addresses and cellular numbers.
         1. Web site (Optimized Registration Web page)
         2. Fb apps and customized audiences
         3. Twitter posts
         4. Social login
         5. Strategic cross-promotion of manufacturers
         6. SMS/QR Code acquisition
         7. Social cross-promotion
         8. Cellular apps
         9. Search
         10. Loyalty packages
         11. The transactional message, e.g. eReceipts
         12. Occasion Kiosks
         13. Signage
         14. Packaging and package deal inserts
         15. Credit score Card statements, if relevant
         16. “On maintain” message
         17. Direct Mail
         18. Circulars
         19. Retail partnerships
   8. Permission is the cornerstone of constructing a great sender fame
   9. Information Assortment: Strong buyer information is essential to segmenting and personalizing communications. The extra affluent it’s, the higher your understanding of your viewers shall be.
   10. Segmentation: When you’ve collected and/or bought information, you possibly can start analyzing it, in search of thrilling correlations, or focusing on primarily based on particular attributes. Assume grouping.
   11. Personalization: As soon as strong information is on the market, one-to-one personalization is feasible and ought to be examined. Be extremely related.
   12. Getting Started: Email Studio: Email Personalization Fast Start
   13. Personalization utilizing Dynamic Content material
       1. Personalization with Buyer Information – First Title, Account Quantity
       2. Preferences – Use buyer zip code to populate the map.
       3. Behavioral – Personalised suggestions primarily based on analytics or previous purchases
       4. Einstein Email Recommendations
   14. Design
       1. Touchdown Web page – That is the place they land after clicking on the e-mail. Needs to be a powerful connection between the e-mail and the touchdown web page. You possibly can repeat headlines or photos from the e-mail on the touchdown web page.
       2. Cellular – use single column format, giant textual content, photos, and buttons, spacing out hyperlinks and buttons.
       3. Responsive Design – good and may render accurately on quite a lot of units.
       4. A responsive format makes use of a CSS3 code referred to as a (@media question) to detect the pixel dimension of the display on which that e-mail is opened.
       5. A number of stylesheets could also be triggered primarily based on the display dimension detected to change the format and finest reply to a specific display dimension. Effectively carried out, a responsive message permits a single set of content material to be introduced in essentially the most usable format for the display upon which the message is considered.
       6. In an e-mail, we generalize this to incorporate giant screens (desktop) and small screens (cellular).
       7. Defensive techniques – HTML textual content fairly than graphical textual content, use alt textual content for photos, choose a background colour for desk cells.
   15. Responsive e-mail coding methods
       1. @media question kinds – positioned within the head of the HTML
       1. 1. Wrapping content material with fluid width
             1. Width:100%
          2. Stacking the left column on prime of the precise (show: block)
          3. Stacking proper column on prime of left (
          4. Stacking Navigation (Privateness, authorized, and so on.)
          5. Creating columns from vertical content material (float left and Float proper)
          6. Displaying/hiding content material on cellular
   16. A/B Testing – the A/B testing function means that you can check the next situations: 
       1. Topic strains – create two completely different topic strains and observe which topic performs higher.
       2. Preheaders – create two completely different preheaders and observe which preheader performs higher.
       3. Emails – create two completely different emails and observe which e-mail performs higher.
       4. Content material areas – create two completely different content material areas and observe which content material performs higher.
       5. Ship dates/occasions – choose two completely different days of the week and/or occasions to ship and observe which period performs higher.
       6. From names – create two completely different names and observe which title performs higher. Acronym = SPECSF
   17. Belongings and portfolios – A portfolio is a single entry level to handle the pictures, paperwork, and media information you utilize and check with in your emails and microsites. You possibly can see your whole saved digital property collectively within the portfolio.
       1. Belongings are added information you’ll leverage in constructing e-mail content material
       2. Photographs: used within the header, footer or physique of e-mail templates (codecs: .jpg, .tiff. .gif, .bmp)
       3. Don’t resize photos within the HTML editor. In the event you want varied sizes of a picture for various e-mail templates, use picture editors exterior of IMH software, import all sizes you will have
       4. Paperwork: used as attachments (codecs: Phrase, Excel, PowerPoint, textual content, pdf, flash, quicktime. ics, and so on.)
       5. HTML, CSS, JavaScript information: used to help branding
   18. Content material Detective is a software that helps you determine spam triggers in your e-mail content material. This function mirrors the logic utilized by spam-filtering software program to determine phrases, phrases, and patterns prone to set off filters after which recommends a decision to every recognized downside. After working Content material Detective, edit the triggers recognized within the e-mail utilizing the advisable resolutions.
   19. Approvals
       1. Statuses: Draft, Pending, Accepted, Declined
       2. Approvals are wanted for:
          1. Scheduled Sends
          2. A/B Checks
          3. Automation
          4. Triggered Sends
          5. Packages
   20. Net Secure Fonts are fonts which might be pre-installed by many working techniques. Whereas not all techniques have the identical fonts put in, you need to use a web-safe font stack to select a number of related fonts put in on the varied techniques you need to help. Net Secure Fonts are thought-about finest practices in e-mail advertising.
       1. E-mail Secure Fonts (Net-Secure)
          1. Most certainly to be put in on the subscriber’s pc.
       2. Branded Fonts
          1. Consumer-hosted CSS file supplied. Solely seen on supported e-mail shoppers.
          2. E-mail-Secure fallback font required.
       3. Webfonts (Net Fonts)
          1. Free fonts can be found on-line.
          2. Solely seen on supported e-mail shoppers.
   21. Conceptual Design
       1. When planning a marketing campaign for Advertising Cloud E-mail, think about the next:
          1. Is the template speculated to be cellular responsive, and is code required to help a number of cellular units?
          2. What’s the typical text-to-image ratio, are background photos used, and is the client conscious this will likely influence efficiency?
          3. Are photos hosted internally or externally? Is the exterior host prone to develop into a bottleneck? What’s the most file dimension?
          4. How typically is the template prone to change? Is an company defining the Company Id?
          5. What dimension is the group creating emails, and the way a lot time are they allowed to spend on a single e-mail marketing campaign?
          6. Is the character of the emails despatched business or transactional?
          7. Is a third social gathering system sending extra e-mail campaigns? The place is the subscriber standing managed? If it’s Advertising Cloud, how does the third social gathering system hook up with sync subscriber standing, bounces, complaints, and unsubscribes?
       2. Create participating e-mail campaigns by following a couple of pointers:
          1. Make your name to motion distinguishable
          2. Construct a hierarchy to make your e-mail simpler to learn
          3. Use dynamic content material to make your messaging extra private
          4. Be sure that your templates are cellular responsive
          5. Use automation to create compelling welcome, birthday, cart abandonment, nurturing, and cross/upsell campaigns
          6. Maintain your topic line crisp and concise. In line with Return Path, 65 characters appears to be a candy spot for e-mail topic strains.
2. Content material Creation and Supply: 24%
   1. Email Messages
   2. An e-mail message is a sort of message delivered to your subscribers’ e-mail consumer. You possibly can create user-initiated and triggered e-mail interactions. E-mail message interactions are additionally known as Ship Definitions
   3. You possibly can ship the e-mail by utilizing a:
      1. triggered ship
      2. information extension
      3. scheduled ship
   4. Create an Email in Email Studio or Content Builder
   5. Content material Builder: Content material Builder is a cross-channel content material editor constructed on CKEditor, an open-source WYSIWYG editor that gives high-quality output.
      1. With the Content material Builder, you possibly can:
         1. Save time with the easy-to-use interface.
         2. Create an expert message with out figuring out HTML.
         3. View adjustments to content material in real-time with an always-present preview.
         4. Make the most of extra clever HTML Paste instruments equivalent to colour coding and line numbers.
         5. Insert E-mail code snippets for normal hyperlinks equivalent to Ahead to a Buddy, Open Monitoring, and extra.
   6. Template Based mostly: Select this selection if you have already got a template that you simply’ll be utilizing for this e-mail.
   7. HTML Paste: Select this selection to sort or paste HTML code for an e-mail into the editor.
   8. Textual content Solely: (This selection will not be enabled in your account. To allow Textual content Solely E-mail Creation, contact your consultant.) Select this selection if you wish to create an e-mail that can show as textual content solely in your subscribers’ inbox no matter their show preferences. Opens information is rarely reported for text-only emails.
   9. Unprocessed HTML Paste: (This selection will not be enabled in your account. To allow this function, contact your consultant.) Select this selection if you wish to create an HTML-based e-mail that you do not need to be affected by the appliance. No validation, personalization strings, or different manipulations are accomplished to the e-mail’s content material.
   10. Unprocessed Textual content Solely: (This selection will not be enabled in your account. To allow this function, contact your consultant.) Select this selection if you wish to create a text-only e-mail that you do not need to be affected by the appliance. No validation, personalization strings, or different manipulations are accomplished to the e-mail’s content material. 
   11. Easy Automated E-mail: Select this selection if you wish to create an e-mail you ship primarily based on a date attribute. For instance, if you wish to ship your subscribers an e-mail on their birthday, you possibly can create an automatic e-mail.
       1. Be aware: For Enterprise accounts, when you’ve created an e-mail, you possibly can publish it to your Lock & Publish channel members or ship it (instantly or on a schedule).
   12. Content material Canvas lets you create and retailer content material to be used throughout all channels inside your Salesforce Advertising Cloud account
       1. Use Content material Canvas to perform the next duties:
          1. Create, add, and retailer content material in your Salesforce Advertising Cloud account
          2. Evaluation and edit present content material to higher meet your messaging wants
          3. Decide which advertising channels can use particular content material, permitting you to tailor your content material for broad or particular utilization
          4. Kind and evaluate content material to seek out the very best relevant content material on your channel wants.
          5. Tag content material for simplified grouping and looking out
          6. Add items of content material to campaigns
          7. Decide who can entry your content material and at what occasions these individuals achieve entry
   13. Building, Testing, & Sending Emails in Marketing Cloud
   14. Access Guided Send
   15. Subscriber Preview is a rendering of an e-mail as a recipient will view it. After the preliminary subscriber preview, you possibly can proceed by means of the remainder of the recipients to see previews for every subscriber. 
   16. The preview function doesn’t show in a specific working system or e-mail consumer.
   17. Determine the suitable ship methodology.
       1. Earlier than you ship an e-mail, comply with this guidelines to make sure that the e-mail meets your requirements earlier than it arrives in subscribers’ inboxes:
          1. Run the Spell Test within the content material areas in your e-mail.
          2. Run the Content material Detective in your e-mail (validates spam filters gained’t catch it)
          3. Preview and Modify Textual content Variations of Emails (Optionally available).
          4. Run the Validation Device in your e-mail. Checks for:
             1. the presence of an unsubscribe hyperlink
             2. the presence of a bodily mailing handle
             3. the right syntax for attributes used as personalization strings
             4. the existence of any content material areas outlined within the dynamic content material guidelines. 
          5. Carry out a check supply of your e-mail.
   18. Validation Device
       1. the presence of an unsubscribe hyperlink
       2. the presence of a bodily mailing handle
       3. the right syntax for attributes used as personalization strings
       4. the existence of any content material areas outlined within the dynamic content material guidelines. 
   19. Check Ship
       1. Previewing the HTML and textual content variations of the e-mail: Use the View HTML Model and Edit Textual content Model tabs of your e-mail editor workspace. 
       2. Previewing the dynamic content material (if used) for attributes: Use the Preview button in your dynamic content material packing containers.
       3. Previewing the e-mail for a subscriber: Use the Inbox Preview function.
       4. Delivering the e-mail to a check e-mail handle: 
          1. Check ship: See How To Ship an E-mail Utilizing Check Ship.
          2. Check checklist: Arrange a listing that consists solely of check e-mail addresses. In the event you’re the only real tester of the e-mail, then arrange a listing consisting solely of your self. If you use Guided Ship, choose this checklist solely because the recipient in order that the e-mail is generated for simply the check e-mail handle(es).
          3. Suppress this ship from Studies: This function means that you can ship the e-mail to all subscribers on the designated checklist.
          4. Redirect all emails to a single e-mail handle:
             1. An e-mail is generated for every subscriber within the lists and teams that you choose within the wizard, however every of these emails are delivered to a single check handle that you simply specify.
   20. If you create a ship classification, you specify the next info:
       1. Supply Profile – A supply profile is a document the place you possibly can specify the supply info for a message in a central location and reuse that info throughout a number of message sends with out choosing the knowledge every time.
          1. IP Deal with
          2. Header
          3. Footer
       2. Sender Profile – A sender profile is a document the place you specify the knowledge for a message despatched in a central location and reuse that from info throughout a number of messages despatched with out choosing the knowledge every time.
          1. Sender
          2. From Title
          3. From E-mail
   21. You possibly can override the supply profile and sender profile on the ship classification once you embody the ship classification in a message interplay
       1. Person
       2. on behalf of 
       3. Personalization
       4. AMPscript
   22. Email Studio and Content Builder 
3. Advertising Automation: 26%
   1. Journey Builder – Journey Builder is a Salesforce Advertising Cloud utility for creating responsive, automated multi-channel campaigns.
      1. How to Set Up a Journey in Journey Builder
   2. Automation Studio – Automation Studio is a Salesforce Advertising Cloud utility used to execute multi-step advertising and information administration actions on an fast, triggered, or scheduled foundation. Use Automation Studio’s workflow canvas to construct easy or multi-step automation.
      1. Execute advertising automation on a direct or scheduled foundation
      2. Automations are scheduled or triggered by way of a file being dropped into the FTP location
      3. Actions are executed primarily based on schedule or set off
   3. Automation Studio Actions
      1. Information Extract – Use this exercise to create a file of data so that you can use exterior of the appliance. This exercise may rework an XML file right into a comma-delimited, tab-delimited, or pipe-delimited file for import into your account.
      2. Filter – Use this exercise to use the logic of a knowledge filter you choose to create a gaggle or information extension containing data that meet the info filter standards. Present a reputation, exterior key, and outline to determine and describe the exercise.
      3. Import File – This exercise makes use of the knowledge from an outdoor file to replace a subscriber checklist or information extension. You present info that the exercise makes use of every time it runs, which provides the specifics of the file to import and the import exercise’s habits whereas working.
      4. Refresh Group – Use this exercise to re-apply the foundations in a gaggle definition to create a subset of subscribers in a listing. Earlier than utilizing a gaggle refresh exercise, you should create a gaggle definition.
      5. Report Definition – Use this exercise to outline the parameters for working a report as soon as each time the report is run utilizing the exercise. You possibly can create a report exercise to run each customary report out there within the utility and customized stories in your account.
      6. SQL Question –  Use this exercise to retrieve information extension or information view info that matches your standards and embody that info in a knowledge extension. You employ SQL to create the question you utilize within the question exercise. You present a reputation, exterior key, and outline to determine and describe the exercise.
      7. Ship E-mail – Use this exercise to provoke an e-mail message. You possibly can ship the e-mail in automation alone, or put it in sequence with different actions and schedule it for a specific date and time.
      8. File Switch – Use this exercise to add a file to or obtain a file from a switch location that you simply specify. The file switch exercise transfers information securely and may decrypt or decompress a file.
      9. Ship Push
      10. Ship SMS
      11. Wait – Use this exercise to trigger the automation to attend for a selected interval earlier than performing the subsequent step.
   4. Beginning Sources
      1. Automation in Automation Studio can have considered one of two beginning sources: Schedule & File Drop.
      2. The “File Drop” automation beginning supply was once referred to as “Triggered.” They will use the Advertising Cloud Enhanced FTP to retailer and trade information.
   5. Import File Exercise
      1. Use this exercise to replace a subscriber checklist or information extension utilizing an exterior file. Through the course of, which establishes import file particulars and the import exercise’s habits whereas working. The exercise makes use of this import definition every time it runs.
      2. If the file you might be importing is encrypted or compressed, you need to use a file switch exercise to organize the file for import.
      3. If you’re a Advertising Cloud Join consumer, you need to use an import exercise to create and populate a knowledge extension with information from a Salesforce object or report.
   6. The information extract exercise creates a number of zipped information on your use exterior the Advertising Cloud utility. It may well additionally convert an XML file right into a comma-delimited, tab-delimited, or pipe-delimited file for import into your account.
4. Subscriber and Information Administration: 26%
   1. Email Studio List Versus Email Studio Data Extension
   2. Checklist
      1. An inventory is a compilation of subscribers that obtain your communications. You create as many lists as it’s essential section your subscribers so as to goal your e-mail communications. See the Lists Characteristic Information for extra info and procedures about lists. 
         1. Use Lists when:
            1. your lists include 500,000 subscribers or fewer long run
            2. you like simplicity over efficiency
            3. you don’t require a fast-import pace
            4. you intend to make use of a restricted variety of subscriber attributes
            5. you utilize the XML API
   3. Information Extension
      1. A knowledge extension is a desk inside the utility database that accommodates your information. You might use a knowledge extension to retailer sendable subscriber information like Lists or simply to accommodate relational information. See the Information Extension Characteristic Information for extra info and procedures about information extensions.
         1. Use Information Extensions when:
            1. your lists are going to be better than 500,000 subscribers
            2. you help a number of subscriber information units with separate definitions
            3. you ship world messages
            4. you require quick import speeds
            5. you implement triggered sends
            6. you utilize the SOAP or REST APIs
            7. you like a versatile subscription mannequin
   4. Use a Checklist when:
      1. your lists will include 500,000 subscribers or much less long-term
      2. you like simplicity over efficiency
      3. you don’t require quick import pace
      4. you intend to make use of a restricted variety of subscriber attributes
      5. you utilize the XML API
   5. Use a Information Extension when:
      1. your lists are going to be better than 500,000 subscribers
      2. you help a number of subscriber information units (with separate definitions)
      3. you ship world messages 
      4. you require quick import speeds
      5. you implement triggered sends
      6. you utilize the SOAP or REST APIs
      7. you like a versatile subscription mannequin
   6. A profile attribute accommodates info to characterize a subscriber profile. For instance, subscribers could also be requested to offer their gender, beginning date, and e-mail handle. Each account default has three profile attributes: Full Title, E-mail, and Person Outlined (which is meant as a generic attribute that you need to use as wanted). You can not modify these attributes.
   7. A choice attribute characterizes how a subscriber prefers to obtain e-mail. These are specified as “sure or no” decisions to a declarative assertion. For instance: “The subscriber prefers to obtain an e-mail as HTML.”
   8. Use a profile attribute to retailer info vital for segregating your subscribers into lists or teams.
   9. Use choice attributes to specify preferences on your subscribers. As soon as specified, it’s possible you’ll construct lists and teams primarily based on these preferences.
   10. Profile Center Marketing Cloud
       1. The profile heart is a webpage the place subscribers can enter and preserve the non-public info that you simply preserve about them.
       2. If you import a listing, you possibly can import attribute values on your subscribers that seem when a subscriber visits the profile heart. The subscriber can replace their info on this web page and supply extra info. Your subscribers can view their information and their subscriptions to your communications.
       3. Within the Profile Heart, subscribers see the entire attributes outlined in your account that you simply don’t mark as hidden. If the attribute is read-only, the subscriber can see its worth for that attribute however can’t change it. In compliance with the most recent  CAN-SPAM legal guidelines, each Profile Heart web page now features a world opt-out choice.
   11. Typically, there are three varieties of opt-out or methods to unsubscribe from a Advertising Cloud account:
       1. Checklist Unsubscribe: By unsubscribing from a listing or publication checklist from the out-of-the-box choice heart or customized choice heart, the consumer will opt-out from a selected publication sort
       2. World Unsubscribe: Happens when a subscriber chooses to unsubscribe from each e-mail despatched from Advertising Cloud.
       3. Grasp Unsubscribe: By clicking the “Unsubscribe from all” hyperlink within the out-of-the-box choice heart, the consumer standing is about to Unsubscribed on all of your lists and your grasp checklist.
   12. Subscriber and Data Management
   13. Net Acquire is E-mail Studio’s sign-up kind performance that permits your subscribers to subscribe, present attribute info, or unsubscribe out of your communications in your web site.
       
       1. Net Acquire completely works with Lists, for every occasion of a Net Acquire kind in your web site, you’ll have to no less than present the Checklist ID (LID) and Member ID (MID) of your account.
       2. Email Studio Web Collect
   14. Good Seize is a software used to create lead seize varieties to incorporate in Cloud Pages or Touchdown Pages. Good Seize helps subscriber lists, information extensions or exterior information sources equivalent to an built-in CRM system. It may be created with WYSIWYG instruments out there in Cloud Pages.
   15. You should utilize a Good Seize kind to:
       1. Generate leads from individuals who signal as much as obtain a publication or attend an occasion
       1. 1. Leverage the Good Seize Occasion to set off Journeys in Journey Builder
       1. Ship automated emails to individuals who full the shape
       1. 1. Create and preserve a customized choice heart
          2. Extra stuff
   16. For subscribers on lists (fairly than information extensions), you need to use Good Seize to create a customized Profile Heart by utilizing AMPscript to learn the subscriber information and cargo that information into the shape. 
   17. Good Seize can’t at the moment be used to create a customized Subscription Heart as a result of there isn’t any performance to retrieve the present lists in your account.
   18. Data Extensions in Contact Builder
   19. Contact Builder Imports
5. Insights and Analytics: 14%
   1. Email Marketing Terms Marketers Must Know
   2. Get Started with Reports
   3. Marketing Cloud Analytics Builder Reports Frequently Asked Questions
   4. You run a report from the Monitoring tab in your consumer interface. 
   5. You possibly can run stories asynchronously, that means you can proceed working whereas the report runs off-screen. 
   6. Studies that you simply run asynchronously are delivered to your e-mail inbox or FTP server. For some stories, you may as well select to run the report inline and have the outcomes seem in your display.
   7. You should utilize the Report Standing and Historical past display to view a listing of stories which were requested in your account
   8. In the event you use the interactions function, you possibly can run a report as an exercise
   9. If you run a report, you specify the next info:
      1. Report Parameters
      2. Report Outcomes Supply
      3. Outcomes File Format
      4. Run the Report
   10. Report file codecs:
       1. Information File (.csv)
       2. Excel spreadsheet (.xls)
       3. TIFF Picture (.tif)
       4. Adobe (.pdf)
       5. XML (.xml)
       6. Net Archive (.mht)
   11. Studies may be delivered to:
       1. FTP Folder
       2. E-mail the Report outcomes
       3. Show Report Outcomes On Display
   12. Relative date ranges are outlined as follows:
       1. The final full Week
       2. The final full Month
       3. The final full Quarter
       4. The final full Day
   13. Standard Normal Studies
       1. Account Ship Abstract
          1. This report reveals complete ship and response information on your account
       2. Marketing campaign E-mail Monitoring
          1. The Marketing campaign E-mail Monitoring report reveals ship monitoring information for a selected marketing campaign
       3. E-mail Efficiency by Area
          1. This report gives information for the highest 10 e-mail domains for an e-mail ship. Use this report to research how domains responded to a specific e-mail ship
       4. Single E-mail Efficiency by Gadget
          1. The Single E-mail Efficiency by Gadget report shows e-mail efficiency on cellular units versus desktop units
       5. Subscriber Engagement
          1. This report contains the variety of emails that you’ve despatched every subscriber over a specified interval, and the variety of emails the subscriber has opened or clicked.
   14. Monitoring Extracts provide granular monitoring information for import from E-mail Studio into exterior techniques.
       1. Information may be extracted as a CSV or XML file. Monitoring Extracts may be scheduled with Automation Studio or triggered by way of API.
       2. Output sorts associated to an e-mail:
          1. Bounces & Complaints
          2. Unsubscribes
          3. Opens & Clicks
          4. Despatched & Job
          5. Surveys & Conversions
          6. Subscribers
          7. Impression Monitoring
   15. Information Views
       1. Use SQL Queries to question Information View tables in Advertising Cloud. Information Views can be utilized to create stories primarily based on subscriber-related information saved within the backend of the Advertising Cloud.
       2. Information Views out there in Advertising Cloud:
          
          1. Bounces & Complaints
          2. Unsubscribes
          3. Opens & Clicks
          4. Despatched & Job
          5. FTAF & Surveys
          6. Subscribers
          7. Journeys
          8. Journey Exercise
          9. SMS Subscribers & Undeliverable
          10. Coupons
          11. Social Ahead
   16. SQL Query Examples