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Content: 60 multiple-choice/multiple-select questions
Time allotted to complete the exam: 90 minutes
Passing score: 65%
Registration fee: USD 200, plus applicable taxes as required per local law
Retake fee: USD 100, plus applicable taxes as required per local law
Delivery options: Proctored test delivered onsite at a testing center or in an online proctored environment. Click here for information on scheduling an exam.
References: No hard-copy or online materials may be referenced during the exam.
Prerequisite: None required; Email Essentials (EEB101) course attendance is highly recommended (Content Builder is covered in this course).
The Salesforce Marketing Cloud Email Specialist test measures a candidates knowledge and skills related to the following objectives. A candidate should have hands-on experience with the Marketing Cloud Email application and demonstrate the knowledge and use of each of the features/functions below.

Email Marketing Best Practices: 15%
Given a customer scenario, evaluate the elements and techniques of email marketing to design an effective email campaign.
Given a customer scenario, recognize situations where legal compliance may be an issue during an email campaign.
Given a customer scenario, differentiate elements of an email that can impact message deliverability.
Given a customer scenario, demonstrate appropriate and effective subscriber acquisition methodologies.
Given a customer scenario, apply best practices of communicating with a population.
Email Message Design: 13%
Given a customer scenario, recommend email design best practices to implement.
Given the desired output functionality, recommend methods for creating responsive emails.
Given the desired output requirements, recommend strategies to A/B test email elements.
Given a desired sending process, recommend Marketing Cloud tools to use when preparing an email for send.
Given an email message design, determine the correct use of Approvals.
Content Creation and Delivery: 18%
Given a scenario, create and customize an email message to meet a customer's need.
Given a scenario, send and deploy an email campaign to meet the customer requirement.
Given a scenario, know how to manage content needed to deploy a customers email campaign.
Describe various send capabilities in the Email application.
Marketing Automation: 19%
Given a customer scenario, recommend the appropriate marketing automation solution.
Given a scenario to manage customer data, configure the appropriate marketing automation tools.
Subscriber and Data Management: 28%
Given the desired output requirements, set up Subscriber Lists and Data Extensions in the Marketing Cloud.
Given a customer's business requirements, determine how to import data into Marketing Cloud as per best practices.
Given a customer's business requirements, configure segmentation tools to accurately model subscribers and data.
Given a customer scenario, recommend the marketing unsubscribe subscription management solution that meets the requirement based on customer frequency, permission, and preferences.
Tracking and Reporting: 7%
Given a customer scenario, explain the different metrics available for email campaigns and what each one means.
Given an email campaign, describe the steps involved to analyze the performance results.
Given a need to run reports, configure and run Marketing Cloud ad hoc and automated reports.

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The Salesforce Certified Marketing Cloud Email Specialist test is a certification test offered by Salesforce that validates the expertise of professionals in the field of email marketing using Salesforce Marketing Cloud. This test is designed to assess the candidate's knowledge and skills in various areas related to email marketing, including email creation, content management, subscriber management, automation, analytics, and deliverability.

One key aspect of the test is email creation. Candidates are tested on their ability to design and create effective email templates using Salesforce Marketing Cloud, including designing visually appealing emails, adding dynamic content, setting up personalized emails, and optimizing email layout and design for different devices. They are evaluated on their proficiency in using the various email creation tools and features in Salesforce Marketing Cloud, such as content builder, email editor, dynamic content blocks, and personalization strings.

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Content management is another crucial component of the exam. Candidates are assessed on their ability to manage email content effectively using Salesforce Marketing Cloud, including creating and managing content assets, organizing content in folders, and leveraging content tags and metadata. They are evaluated on their ability to reuse content across different email campaigns, manage content versioning, and collaborate with team members on content creation and approval workflows.

Subscriber management is also an important part of the exam. Candidates are tested on their ability to manage subscriber data using Salesforce Marketing Cloud, including creating and managing subscriber lists, importing and exporting subscriber data, segmenting subscribers based on various criteria, and handling opt-ins and opt-outs. They are evaluated on their proficiency in using Salesforce Marketing Cloud's subscriber management tools, such as data extensions, suppression lists, and subscriber filters, to maintain a clean and compliant subscriber database.

Automation is a critical aspect of email marketing, and candidates are assessed on their ability to set up and manage automation workflows using Salesforce Marketing Cloud. This includes tasks such as creating and managing automation activities, setting up triggers and actions, configuring decision splits and engagement splits, and setting up timers and waits. Candidates are evaluated on their proficiency in using Salesforce Marketing Cloud's automation tools, such as automation studio, journey builder, and interaction studio, to create automated email campaigns that are personalized and targeted based on subscriber behavior and preferences.

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Analytics and deliverability are also important areas covered in the exam. Candidates are tested on their ability to measure and analyze email performance using Salesforce Marketing Cloud's analytics and reporting tools, such as tracking and reporting on email opens, clicks, bounces, and conversions. They are evaluated on their proficiency in using email analytics to gain insights into email performance and optimize email campaigns for better results. Candidates are also assessed on their understanding of email deliverability best practices, including managing sender reputation, configuring sender authentication, managing bounce and complaint rates, and complying with email laws and regulations.

The Salesforce Certified Marketing Cloud Email Specialist test is a comprehensive assessment of a candidate's knowledge and skills in email marketing using Salesforce Marketing Cloud. By passing this exam, certified professionals demonstrate their expertise in designing and building email campaigns, managing subscriber data, creating personalized content, setting up automation workflows, analyzing email performance, and ensuring email deliverability. It is a valuable credential that validates a professional's proficiency in email marketing using Salesforce Marketing Cloud and enhances their credibility as an email marketing specialist.

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