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Salesforce Certified Marketing Cloud Email Specialist
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lof65. A marketing intern forgot te remove [FoR APPROVAL] from the subject line before sending an email to the
company's largest audience.
Which feature, if configured, should provide a warning prior to sending?
AO Subject and Preheader Validation

By Subscriber Preview and Test Send
i Content Detective
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2of 65. Northern Trail Outfitters wants to monitor customer status while they flow through a post-purchase journey.
Which configuration is required to make decisions on this data?
A./) The Update Contact Activity is used to make status updates.
B. oO The status data is connected to the contact in an attribute group.

C.;) The entry source data extension has a primary key and subscriber key.
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3 of 65. Northern Trail Outfitters’ customer base has high engagement on mobile devices, and a marketing intern is
creating an email campaign tomorrow.
Which mobile optimization option provides the quickest turnaround and easiest implementation?
A. \ Responsive Aware
B, o Mabile Aware
Gi Mabile Responsive
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4of 65. Northern Trail Outfitters (NTO) is warming up 4 new IP address primarily for a mew product line. Initially, NTO
wants to move some of its lower-volume transactional sends onto this new IP.
Where should NTO update the IP configured for these sends?
A., | From Address Management
B. © Delivery Profile
C.;) Sender Profile
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Sof 65. Northern Trail Outfitters (NTO) has rolled out changes to its CTA button color.
Where should NTO be abie to see if there has been a lift In overall likelihood to click?
A.) Einstein Messaging Insights
Ba Einstein Engagement Frequency
Cc. o Einstein Engagement Scoring

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6 of 65. A customer requested Northern Trail Outfitters NOT record any clicks or opens performed by them.
What should be configured to ensure compliance with this request?
A.; Consent Management

B. oO DoNotTrack Attribute
C./\ Exclusion Script
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7 of 65. A marketer wants to send emails to segments that are created from multiple data extensions on a daily basis. The
daily sends kick off a complex campaign with multiple messages in both Email and Mobile.
Which action should they take to execute the campaign?
A. Use Journey Builder Recurring Entry Source, Messaging, and Flow Control Activities.
6.; Use Automation Studio Filtering, Messaging, and Wait Activities,
CG; o Use Automation Studio query for-segmentation and Journey Builder for Messaging and Flow.
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8 of 65. Northern Trail Outfitters wants to use an Al-based approach to target subscribers who are not receiving teo many
emails but are engaging constantly with the emails sent to them.
Which feature should help achieve this?
A. » Einstein Engagement Scaring

B,,; ) Einstein Messaging Insight
& o Einstein Engagement Frequency
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9 of 65. Northern Trail Outfitters (NTO) wants to use customer engagement to automatically send content to increase click
rates in its holiday promotional email.
Which feature should NTO use?
A.) Einstein Copy Insights

B,,;) Enhanced Dynamic Content
&, oO Einstein Content Selection
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10 of 65. Northern Trail Outfitters (NTO) wants to simplify a journey that has a decision split prior to every email send to
remove certain subscribers from the journey.
What should NTO do to simplify the journey?
A.| ) Ensure the Contact entry made is Ne re-entry.
B,) Use the Update Contact activity.

& © Utilize exit criteria for the journey.
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11 of 65. 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 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. Configured Alert Manager Settings
B.; ) Automation Notification Settings

&, Import
Pp Activity y Notification Settings
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12 of 65. When reviewing spam complaints from recent email sends, a marketer from Northern Trail Qutfitters (NTO)
identifies an email address that has consistently marked promational emaii messages from NTO as spam.
What should the marketer do to prevent the subscriber from receiving further commercial messages?
A. @) Add the subscriber to the aute-suppression list.
B.°) Delete the subscriber from All Subscribers.
€.;) Use the complaint exclusion list on future sends.
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13 of 65. A marketing manager wants to import the Not Sent extract into a data extension to leverage as an exclusion
audience.
Which steps should be configured within Automation Studio to accomplish this?
A.( ) Tracking Extract > Import Activity > SOL Activity
8B.) Tracking Extract > Import Activity > Data Extension Extract
& © Tracking Extract > File Transfer > Import Activity
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14 of 65. Following a batch email send, Northern Trail Outfitters wants to update an email link's URL.
' Which action should be recommended?
A. Navigate to URL Expiration in Setup and update the URL.
‘ B.; ) Navigate to the email in Content Builder and update the URL.
Cc. oO Navigate to the Job Links tab In My Tracking and update the URL.
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15 of 65. Leading up to various holiday seasons, Northern Trail Outfitters (NTO) plans to include 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. o Einstein Content Selection
B, Dynamic Content Block

C.; ) Reference Content Block
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16 of 65. The marketing team wants to target subscribers with a ‘thank you’ offer for all subscribers who have opened an
\ email in the past year,
Which tool should they use to identify the subscribers

to send to?
A.( | Open data view
8.) Total Opens measure

C.@ Tracking Data Extract
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17 of 65. Northern Trail Outfitters’ marketing department wants to review last year's holiday engagement to this year's
engagement.
What should they use to access the historical engagement data?
A.@ Tracking Data extract

B,) Audit Trail extract
€.; | SQL activity using data views
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18 of 65. Northern Trail Outfitters’ analytics team has requested data te power a dashboard that can monitor the
performance ef emails across the company.
Which Marketing Cloud function should be used to get this data automatically on a daily basis?
A.© Google Analytics Integration
B, ) Tracking Extracts
¢.;) Report Snapshots
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19 of 65. The marketing team at Northern Trail Outfitters observed a bounce rate of 23% for their last email send.
' Which best practice should they follow to uphald their sender reputation?
i A. Nothing — bounce rates up to 30% are acceptable.

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B.; |) Continue monitoring the bounce rate for changes.
Cc. oO Remove the bounced addresses before the next send.
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20 of 65. 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?
4./) Tracking Data Extract & file transfer

8B, Campaign Email Tracking Report
c@ Datorama Pivot Table
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21 0f 65. Northern Trail Outfitters wants to make sure important subscriber updates, such as unsubscribes, are reflected
within the platform as soon as they happen due to regulatery concerns.
What should be used to best achieve this in real time?
A.© APIS
8.) SQL Query activities

C.,) File Drop Automations
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22 of 65. A marketing manager identified an upcoming email campaign for their team to test different subject line voices.
They want te first test with a pilot group and then send the winning subject line out to the remaining customers.
How should Path Optimizer be configured to handle these requirements?
A.( ) Select winning path three days after journey activation.
8. o Canfigure a Holdback group to be targeted by the winner.

€.,) Place a Random Solit before Path Optimizer for the pilot group.
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23 of 65. A marketing manager notices emails cluttered with Images that-are inconsistent with branding guidelines.
Which step should they take to restrict the types of content within a content slot?.
A. Configure restrictions within a Content Area for approved block types.
B. oO Configure Content Blocks to only be usable within approved templates.

Cc. Under user permissions, select limited template access.
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24 of 65. Northern Trail Outfitters wants information on the email performance of an abandoned cart journey.
Which Journey Builder resource provides data on all versions of a specific journey'’s cross-channel performance
data?
A.( ) Joumey History
8. o Analytics Dashboard
€.;) Email Analytics Tile
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25 of 65. An email marketer is creating an email to promote the new Northern Trail Outfitters mobile app.
' Which text should be used for the call-to-action button to drive the most engagement?
A, Our new mobile app
‘ B.; ) Download sur new mobile app here
c.© Download now
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26 of 65. Northern Trail Outfitters is sending a welcome email to a new group of customers. When the marketer deploys the
email, no one receives it.
Which configuration caused the send to fail?
A.© Two fields with ‘EmailAddress' data type

B, ) Failure to choose the send classification
€.;) Incorrect Sending Relationship
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27 of 65. A marketer has-scheduled an email that-was approved in Content Builder Approvals by their manager. The
marketer then receives 8 message from their manager that changes are needed and email approval has been
withdrawn,
What should happen with the scheduled send, if no other action Is taken?
A. oO The originally approved version of the email will send.
B.; | The send is paused until approved again.
G. The send is cancelled when the approval is, withdrawn.
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28 of 65. Northern Trail Outfitters (NTO) is designing a journey for its Platinum loyalty members. There are more than 2 Calculator
\ million NTO loyalty members, but only 100,000 of them qualify as Platinum. NTO stores all loyalty member
information in a single data extension.
i What is the optimal segmentation process that NTO should use to ensure only Platinum members receive the
journey emails?
A. oO Use Automation Studio to query a population into a-data extension.
B., ) Use Filter Contacts criteria in the journey entry source.
& Use a Decision Split activity on the Journey canvas. Written

Materials
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29 of 65. Northern Trail Outfitters sends out 50,000 emails on a Friday. On Monday morning, the marketing team has to go
through out-of-office messages and unsubscribe messages to find customer responses to the email.
Which feature should help the team?
A.( | Parameter Management
8. o Reply Mail Management

C.;) Publication Lists
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30 of 65. Northern Trail Outfitters (NTO) wants to implement a single-audience drip campaign and then, over time, create
néw versions with tests of random audience splits with different messages.
Which tool should NTO use to accomplish these iterative tests?
AO Joumey Builder
B.°) Contact Builder
¢.;”) Automation Studio
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31 of 65. Northern Trail Outfitters wants to ensure a group of subscribers never receives a promotional email.
' Which configuration ensures these subscribers do NOT receive these emails?
A. © Configure Auto-Suppression list for the Commercial classification.
’ B.; ) Add an Auto-Suppression list to the default sender profile.
Cc. Add subscribers to the Account opt-out list.
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32 of 65. 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 drap.
How should Journey Builder be configured to meet this requirement?
A. @) Configure Journey Settings to ‘allow no re-entry.’
B, Configure Journey Entry Event to ‘allow no re-entry.’
€.;) Configure Journey Email Send to dedupe on email address.
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33 of 65. The CMQ at Northern Trail Outfitters (NTO) has tasked the marketer with tracking the performance of
NT@'s welcome and post-purchase jaurmeys.
Which action should the marketer take to evaluate journey performance?
A. Review opens and clicks activity summaries.
B. oO Define a goal for each journey.
c.,) Export the journey email analytics.
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34 of 65. The data team at Northern Trail Outfitters (NTO) has configured a data extension that contains all customer Calculator
\ transactions within the last 90 days. NTO's marketing team would like to target customers who have purchased a
camping tent or foldout camper in the last week; however, for this campaign, they would like to exclude anyone
whe has a ‘silver’ status.
Which three tools should be used to segment this data?
A. SQL Query, Decision Split, Data Designer
B., ) Journey Builder Entry Source, Filter Definition, Segment Builder
& o SQL Query, Filter Definition, Journey Builder Entry Source | Written G
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35 of 65. Northern Trail Outfitters is hiring a third-party vendor to host a web page tied to a promotional sweepstake. The
marketing manager would like an email sent from Journey Builder as soon as the subscriber submits the farm.
What should be used to enter this subscriber into a journey?
A./ ) CloudPages Entry Source

B, o API Event Entry Source
C.;) Contact Event Entry Source
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36 of 65. Northern Trail Outfitters’ (NTO) website was unable to process coupon codes for several days, which caused
customers to complain about their experience. NTO would like to apologize by offering an upgraded coupon to
help improve customer satisfaction.
What should NTO do to automate the process of finding its affected customers?
A. Use Einstein Engagement scores to identify affected users.
B.; | Query the data using a specific date range parameter.
Cc. oO Filter the data based on a specific date range.
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37 of 65. Northern Trail Outfitters (NTO) sends a birthday coupon during: the subscriber's birthday month. NTO wants to
reward the subscriber based upon engagement with the email and provide further messages based on that
interaction.
Which no-code features should be implemented to accomplish this?
A. Automation Studio and Query Activity
B.; | Salesforce CDP and Einstein Engagement Scoring
Cc. oO Journey Bullder and Engagement Split
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38 of 65. The marketing team wants to split their primary customer data extension into 10 separate segments, to use for
future A/B testing Scenarios.
Which feature should be used to easily segment the data extension?
A.© Random Data Extension
B,) SQL query activity

C.,;) Filter Data Activity
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39 of 65. A marketer has been asked to collect consumer information using Marketing Cloud far users obtained from social
channels for future mailing.
What should the marketer do to accomplish this?
A.( ) Create CloudPages to collect and subscribe users.
8. o Leverage Social Studio to capture email addresses.

€.;) Use Journey Builder to build an audience using Ad Studio.
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40 of 65. Northern Trail Outfitters is building an automation that-should run as soon asa process completes on the
company's website. The process does not have access to SFTP.
How should the automation be configured to run?
A.© Trigger the automation via API.
8.) Schedule the automation to run hourly,

cC.,;) Use a File Drop starting: source.
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41 0f65. A healthcare marketer would like an email sent to patients as soon as they request a password reset for their
account.
Which joumey type is the best solution for the marketer to set up?
A.( ) Single Send Journey
8.) Multi-Step Journey

& © Transactional Send Journey
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42 of 65. 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 Subscriber Preview List or Data Extension
B.@ Based on Recipient Test Data Extension

¢.;) Based on Preview
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43 of 65. A marketer needs a quick count of records in a data extension with ‘Djibouti’ as the value for Country.
' What-should they use to determine the number of matching records in the least amount of steps?
A. : Data Filter
' B.( ) SQL Query

CO Filtered date extension
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44 of 65. Northern Trail Outfitters historically received a bulk data file from a vendor once per day In its Marketing Cloud Calculator
\ 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.
i 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.
& Replicate the automation and schedule them to execute every eight hours. | Whitten G
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45 of 65. Northern Trail Outfitters is redesigning its brand guidelines and wants to ensure its emails are accessible.
' Which best practice should the email designer follow to meet accessibility standards?
i A. Minimize whitespace.
4 : .
B. © Use contrasting colors.
Cc. Build image-based emails:
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46 of 65. After receiving approval from their team, a marketer scheduled a promotional email send. After the send was
scheduled and the team was notified, they received additional feedback which called for edits ta the email copy.
Where should the marketer cancel the send?
A./ ) Tracking tab in Journey Builder
B,) Overview tab In Email Studio
& © Pending tab in Content Builder
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47 of 65. Northern Trail Outfitters (NTO) is going through IP address warming and would like te understand the metrics of
the email sends on a domain level.
Which out-of-the-box report should NTO use to get this information to refine to its sending methods?
4./ ) Email Sends by User

8.) Recent Email Send Summary
6 © Email Performance by Domain
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48 of 65. Northern Trail Outfitters wants to utilize an Amazon s3 bucket to import data into Marketing Cloud Data
Extensions,
What should be used to achieve this?
A.© Import Activity
B. Ingest API
€.;) Import Wizard
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49 of G5. Northern Trail Outfitters recently purchased stock art to be used within its emails. However, given the sheer Calculator
amount of content, locating images for specific campaigns proves to be difficult.
Which solution should make locating appropriate images easier?
A. oO Configure Einstein Content Tagging te automatically tag steck art.
B., ) Select categories and content type from the import dropdown when importing images.
Cc. Import a metadata tag Index for the stock art:so the images are searchable. Written
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50 of 65. Northern Trail Outfitters (NTO) wants to use Marketing Cloud's Subscription Center to allow subscribers to control
which types of emails they do NOT want to receive. NTO's audiences are contained in data extensions.
Which object should be used?
A.© Publication Lists
8B, ) Suppression Lists

¢.;”) Exclusion Lists
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51 of 65. 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. @) Sending Volume > 250,000 Emaiis/Month
B, Requirement to have Custom URLs on Cloud Pages

C.,; | Requirement to have Custom URLs on images hosted in Marketing Cloud
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52 of 65. Northern Trail Outfitters (NTO) is launching a post-purchase campaign that emails customers to ask for feedback
on their most recent shopping experience.
What should the NTO marketing team include in the email design to encourage a high response rate?
A. @) An Interactive Email Form that links to a confirmation page.
8B, A call-to-action button that links-to the feedback form
c.;) A Salesforce Survey block called in by an AMPscript function
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53 of 65. Northern Trail Outfitters’ third-party point-of-sale software uploads 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. Wait Activity
C.;") Scheduled Automation
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54 of 65. Within Datorama Reports for Marketing Cloud, a marketer would like to create a new set of reports for the
organization that are custom and not available within the preconfigured reports.
What should be created to achieve this?
AO A Collection
B.°) A Dashboard
Cc. ) A Bimension
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55 of 65. Northern Trail Outfitters is building a data extension that will store preference data for its subscribers.
Which setting should be enabled to allow an SQL Query Activity to update the data extension?
A.© Primary Key

B.( |) Is Sendable
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56 of 65. A marketer has created an event confirmation email which is sent to all registrants of their cooking-while-camping
sessions. They use Connect te integrate te their CRM and want to update records directly when a recipient clicks
the 'Confirm RSVP" button,
Which automation solution should easily allow this action?
AO Journey Builder’
B.; | Automation Studio
G. Behavioral Triggers
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57 of 65. 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 Genter Unsubscribe
C.,;) Universal Unsubscribe
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58 of 65. Northern Trail Outfitters (NTO) needs a quick listing of all email sends from the past calendar year across all
\ business units. It should include basic metrics for each send.
Which out-of-the-box report provides what NTO needs?
4./ ) Email Sends by User

B,°) Account Send Summary
& © Email Performance Over Time
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59 of 65. Northern Trail Outfitters (NTO) wants to be notified of any abnormal subscriber behavior with its 'Weekly Deals'
email.
Which feature provides notification badges to alert NTO of any performance issues?
A.) Einstein Engagement Scoring

8. o Einstein Messaging Insights
€.;) Einstein Copy Insights
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60 of 65. Northern Trail Outfitters allows non-registered customers to provide a phone number for open orders. The
Provided contact information Js to be deleted after 30 days.
Which feature provides a way to automatically maintain a data extension’s records?
A.) Contact Delete

8. o Data Retention Policy
C.,) Delete Filter Activity
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61 0f 65. A marketer for Northern Trail Outfitters needs to automatically refresh a filtered data extension prior to sending 4
daily email.
What should a marketer do to automatically refresh a filtered data extension on a scheduled basis?
A.) Configure the Send Activity to automate the refresh.
B, o Use a Filter Activity in Automation Studio.
C.;) Activate Journey Builder to refresh the data extension.
ey ES ST
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62 of 65. Northern Trail Outfitters wants multiple business units to access the same data extension within its Enterprise 2.0
account.
Where should the data extension reside to achieve this goal?
4.; ) In the Data Extensions folder with sharing enabled
8B.) In the Synchronized Data Extensions folder
6: oe In the Shared Data Extensions folder
Beha All Pets eral

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63 of 65. The marketing team wants to test various paths within a journey based on parameters to assess the effectiveness
\ of a new email campaign.
Which tool should be used?
A.© Path Optimizer
B,° A/B Testing
€.;) Einstein Engagement Activities
Beha All Pets eral

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64 0f 65. A marketer has-started using Datorama Reports to enhance their email performance and engagement monitoring.
Which feature should improve Datorama Dashboard usability?
4.6 Campaigns
B. Tags
€., >) Sender Profile
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65 of 65. The website team at Northern Trail Outfitters has noticed performance issues-on the site when the marketing team
sends promotional emails.
What should the marketer do to prevent this problem?
A.) Use Delayed Delivery.
B.@ Configure Send Throttling.

Cc.) Segment email sends by domain.
Beha All Pets eral

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KRYTERION Version;
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Time Taken: 73 minutes of 90 minutes total

Result; Pass
Email Marketing Best Practices
Content Creation and Delivery 78%
Marketing Automation 87%
Subscriber and Data Management 100%
Insights:and Analytics 7S%
Congratulations! You have successfully completed the certification exam to become a Salesforce Certified Marketing Cloud Email Specialist.
Welcome to the Salesforce worldwide community of Certified Professionals!
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KRYTERION

'D Sentinel Secure

Salesforce Certified Marketing Cloud Email Specialist

Time Remaining : 00:22:54

Which feature, if configured, should provide a warning prior to sending?

AO Subject and Preheader Validation

{ | Mark this item for later review,

Salesforce Certified Marketing Cloud Email Specialist

Time Remaining : 00:22:50

Which configuration is required to make decisions on this data?

A./) The Update Contact Activity is used to make status updates.

B. oO The status data is connected to the contact in an attribute group.

| | Mark this item for later review.

Time Remaining : 00:22:44

| | Mark this item for later review.

Beha All Pets eral

Time Remaining : 00:22:39

Where should NTO update the IP configured for these sends?

A., | From Address Management

| | Mark this item for later review. iS

Beha All Pets eral

Time Remaining : 00:22:34

A.) Einstein Messaging Insights

Ba Einstein Engagement Frequency

Cc. o Einstein Engagement Scoring

| | Mark this item for later review.

Time Remaining : 00:22:29

What should be configured to ensure compliance with this request?

A.; Consent Management

C./\ Exclusion Script

| | Mark this item for later review.

Salesforce Certified Marketing Cloud Email Specialist

Time Remaining : 00:22:23

Which action should they take to execute the campaign?

6.; Use Automation Studio Filtering, Messaging, and Wait Activities,

~ | Mark this item for later review. N

Time Remaining : 00:22:17

Which feature should help achieve this?

A. » Einstein Engagement Scaring

| | Mark this item for later review.

Beha All Pets eral

Time Remaining : 00:22:11

Which feature should NTO use?

A.) Einstein Copy Insights

| | Mark this item for later review.

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Time Remaining : 00:22:06

What should NTO do to simplify the journey?

A.| ) Ensure the Contact entry made is Ne re-entry.

B,) Use the Update Contact activity.

| | Mark this item for later review.

Beha All Pets eral

Salesforce Certified Marketing Cloud Email Specialist

Time Remaining : 00:22:01

How should the notification be received if the data import is unsuccessful?

A. Configured Alert Manager Settings

B.; ) Automation Notification Settings

| | Mark this item for later review.

Salesforce Certified Marketing Cloud Email Specialist

Time Remaining : 00:21:57