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Salesforce/Certification

Marketing Cloud Email Specialist

Harper Jung 2020. 4. 5. 15:13

Marketing Cloud Email Specialist

ABOUT THE EXAM

Candidates should demonstrate knowledge, skills, and experience using Marketing Cloud for message design, subscriber and data management, inbox delivery, and external integrations.Get the Exam Guide

EXAM OUTLINE

The Salesforce Certified Marketing Cloud Email Specialist exam measures a candidate’s knowledge and skills related to the following objectives listed below. 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 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 customer’s 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 29%

  • Given the desired output requirements, setup 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 6%

  • 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 adhoc and automated reports

Marketing Cloud - Email Specialist Self-Study Preparation Guide for Partners

This learning path is for partners who are planning to undertake the Salesforce Marketing Cloud Email Specialist Certification. The aim is to provide
guided education on the Marketing Cloud platform that is aligned with the Marketing Cloud Email Specialist Certification, ultimately encouraging the
undertaking of the certification examination. The objectives of this learning path are to introduce the partners to the Marketing Cloud platform and
acquire knowledge necessary to take the Marketing Cloud Email Specialist Certification. Allow at least 40 hours to complete this training.

What You Need To Know

  1. Engage with us in the MC Email Specialist - How To Group! Ask questions as you prepare for the exam and find answers to the questions asked
    before you.
  2. Review the Official Study Guide.
  3. Register for the exam here.

Featured Trailhead Modules

Take the Marketing Cloud Trailmix for Partners! This is your one-stop shop for all Trailhead modules on Marketing Cloud.

Featured Partner Product Learning Path

This learning path is designed to guide you through the product knowledge relevant to prepare for the Marketing Cloud Email Specialist Certification.
Access the learning path here (Partner Online Training credentials required).

Exam Outline Topics

(A) Email Message Best Practices (15%)

  1. Given a customer scenario, evaluate elements and techniques of email marketing to design an effective email campaign
  2. Given a customer scenario, recognize situations where legal compliance may be an issue during an email campaign
  3. Given a customer scenario, differentiate elements that can impact message deliverability
  4. Given a customer scenario, demonstrate appropriate and effective subscriber acquisition methodologies
  5. Given a customer scenario, apply best practices of communicating with a population

Suggested Resources:

Trailblazer Community (login required):

Blogs:

Documentation:

(B) Email Message Design (13%)

  1. Given a customer scenario, recommend email design best practices to implement
  2. Given desired output functionality, recommend methods for creating responsive emails
  3. Given desired output requirements, recommend strategies to A/B test email elements
  4. Given desired sending process, recommend MC tools to use when preparing an email for send
  5. Given an email message design, determine the correct use of Approvals

Suggested Resources:

Trailblazer Community (login required):

Online Resources:

Documentation:

(C) Content Creation & Delivery (18%)

  1. Given a customer scenario, create and customize an email message to meet customer’s need
  2. Given a customer scenario, send and deploy an email campaign to meet the customer requirement
  3. Given a customer scenario, know how to manage content needed to deploy the email campaign
  4. Describe various send capabilities in the Email application

Suggested Resources:

Trailblazer Community (login required):

Content Builder

  • Series (7) of short videos introducing Content Builder, covering email creation and send
  • Webinar recording covering Content Builder and creation of emails
  • Webinar recording covering testing and sending of email in new email studio

Partner Community (login required):

Documentation:

(D) Marketing Automation (19%)

  1. Given a customer’s scenario, recommend the appropriate marketing automation solution
  2. Given a scenario to manage customer data, configure the appropriate marketing automation tools

Suggested Resources:

Trailblazer Community (login required):

Videos:

Documentation:

(E) Subscriber & Data Management (29%)

  1. Given desired output requirements, setup Subscriber Lists and Data Extensions in the Marketing Cloud
  2. Given a customer’s business requirements, determine how to import data into Marketing Cloud as per best practices
  3. Given a customer’s business requirements, configure segmentation tools to accurately model subscribers and data
  4. Given a customer’s scenario, recommend the marketing unsubscribe subscription management solution that meets the requirement based on
    customer frequency, permission, and preferences

Suggested Resources:

Trailblazer Community (login required):

Partner Community (login required):

Documentation:

(F) Tracking & Reporting (6%)

  1. Given a customer scenario, explain the different metrics available for email campaigns and what each one means
  2. Given an email campaign, describe the steps involved to analyze the performance results
  3. Given a need to run reports, configure and run Marketing Cloud adhoc and automated report

Suggested Resources:

Trailblazer Community (login required):

Documentation:

Resource

Consultant Resource

Marketing Cloud Consultant Deep Dive Study Guide (1).pdf
Part 1 - Discovery
https://www.linkedin.com/pulse/salesforce-marketing-cloud-consultant-prep-series-1-arora-pmp-/
Part 2 - Contact Builder
https://www.linkedin.com/pulse/salesforce-marketing-cloud-consultant-prep-series-2-arora-pmp-/
Part 3 - Data Design
https://www.linkedin.com/pulse/salesforce-marketing-cloud-consultant-prep-series-3-arora-pmp-/
Part 4 - Conceptual Design & Journey Builder
https://www.linkedin.com/pulse/salesforce-marketing-cloud-consultant-prep-series-4-arora-pmp-/
Part 5 - Account Configuration & Automation
https://www.linkedin.com/pulse/salesforce-marketing-cloud-consultant-prep-series-5-arora-pmp-/
Part 6 – Reporting and Email Build
https://www.linkedin.com/pulse/salesforce-marketing-cloud-consultant-prep-series-6-arora-pmp-/
Part 7 – Marketing Cloud Connect
https://www.linkedin.com/pulse/salesforce-marketing-cloud-consultant-prep-series-part-anup-arora-/


Email Marketing Best Practices

Marketing Cloud works with some of today's top brands who lead the way in email campaign management. Here, we share a few best practices that we've identified and refined over the past decade, including ways to get more subscribers, increase deliverability and engagement, and integrate social with your targeted email marketing strategy.

가장 많이 활용되는 방법 Website sign up
가장 효율이 좋은 방법 Inbound sales call

이메일 마케팅의 Best practices를 알고싶다면
본인의 주 사용 메일로 가서
열어본 광고 이메일, 클릭한 광고 이메일, 가입까지 이루어진 이메일을 확인하고
왜? 그렇게 하였는지 생각하고 그 관점을 마케터의 입장에 계획해보자!

List Vs Data Extention
https://help.salesforce.com/articleView?id=mc_es_list_versus_data_extension.htm&type=5

Marketing Cloud Partner Training_Learning Paths_Setup_Certification.pdf

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