SFMC - Email Specialist - Exam Outline

Page 1

EMAIL MARKETING BEST PRACTICES

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.

Page 2

EMAIL MESSAGE DESIGN

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.

Page 3

CONTENT CREATION AND DELIVERY

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.

Page 4

MARKETING AUTOMATION

Given a customer scenario, recommend the appropriate marketing automation solution.

Given a scenario to manage customer data, configure the appropriate marketing automation tools.

Page 5

SUBSCRIBER AND DATA MANAGEMENT

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.

Page 6

TRACKING AND REPORTING

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