Marketing Cloud Email Certification Salesforce (144) – Cody’s Answers (unverified) – Flashcards
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What does IMH stand for?
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Interactive Marketing Hub
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How do you Access the Email Application?
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Through the IMH Interactive Marketing Hub
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What is the IMH?
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Real-time, multi-channel engagement solution that provides a single view of customers and prospects.
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What does the IMH do?
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Empowers marketers to plan, monitor, track and take action across all interactive channels.
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What does Exact Target do to help protect your data when you log in? Choose 2 A) Authenticate your browser B) Enter your username and password C) Click Send Activation Email button D) You must choose a long password with multiple characters.
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A) Authenticate your browser C) Click Send Activation Email button You must activate each device used to access the Exact Target Application. Once you click Send Activation Email button it will send you an activation code. You must enter the activation code and click
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How do you access the Email Application in the Exact Target IMH? (Choose 2) A) Access the Email Application through the Exact Target Marketing Cloud Drop Down. B) Click Email. C) Click Campaigns and Reports D) Click the App Selector in Exact Target.
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A) Access the Email Application through the Exact Target Marketing Cloud Drop Down. B) Click Email.
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By clicking what tab in Exact Target will you be able to view emails that are scheduled to be sent? A) Email Tab B) Pending Tab C) Templates Tab D) Lists tab
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B) Pending Tab
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What options are available under the Customize in the Short Cuts Section on the Overview screen of the Email Tab button? (There are 7)
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- Create Email - Create Template - Upload Images - Create Content Area - Create List - Create Extension Data - Create Report
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What's the purpose of the Customized Shortcuts section under the Overview tab of the Email section in Exact Target? A) Allows you to create custom actions for your marketing. B) Allows you to create Email C) Allows you to access you most frequent tasks quickly D) Allows you to view past and pending emails.
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C) Allows you to access you most frequent tasks quickly
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**Consumers like email marketing because it lets brands communicate to them as individuals with real-time offers that they want to receive. Identify the elements that make an email message effective. (Choose 4) A) Optimize for Mobile B) Data should always be relevant C) Personalize email whenever possible D) Sharing isn't just for social networks E) Send e-mail often to your customers F) Include your physical mailing address.
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A) Optimize for Mobile B) Data should always be relevant C) Personalize email whenever possible D) Sharing isn't just for social networks Not F) b/c Include your physical mailing address is necessary, but not part of how to make an email message effective......has to do with email compliance and CANSPAM act.
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What are some things a marketer should consider in order to help ensure that their email marketing message is effective? (Choose 4) A) Honor opt-requests promptly B) Animated Gifs C) Link the GIF to a video D) Use styled alt tag and background color E) Be aware of size of e-mail, be brief. F) Automate your post-message
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B) Animated Gifs C) Link the GIF to a video D) Use styled alt tag and background color E) Be aware of size of e-mail, be brief. F) Automate your post-message Honor Opt-out requests promptly has to do with email compliance and CANCSPAM act.
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Describe global legal compliance guidelines that marketers must adhere to with email Marketing. Think CANSPAM act. (Choose 4) A) Your Data should always be relevant to the subscriber. B) Be aware of the size of your email. C) Include your physical mailing address. D) Provide a mechanism to opt out. E) Honor Opt-out requests promptly. F) Identify the message as an advertisement unless you have express consent (Opt-in) from the subscriber.
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C) Include your physical mailing address. D) Provide a mechanism to opt out. E) Honor Opt-out requests promptly. F) Identify the message as an advertisement unless you have express consent (Opt-in) from the subscriber.
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According to the CANSPAM act you must honor email opt out requests promptly. When must you process an unsubscribe request, and how long must your unsubscribe mechanism be operational? (Choose 2) A) You must process an unsubscribe request within 20 days. B) you must process an unsubscribe request within 10 days. C) Your unsubscribe mechanism must be operational for at least 20 days. D) Your unsubscribe mechanism must be operational for at least 30 days.
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B) you must process an unsubscribe request within 10 days. D) Your unsubscribe mechanism must be operational for at least 30 days.
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What are some ways that a marketer can improve deliverability of their emails? (Choose 4) A) Ensure all subscribers have given you permission B) Subject line recognition C) Address Book Strategy - add address book tool to your emails. D) Add how the subscriber subscribed to your email E) Identify the message as an advertisement
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A) Ensure all subscribers have given you permission B) Subject line recognition C) Address Book Strategy - add address book tool to your emails. D) Add how the subscriber subscribed to your email NOT E) b/c this has to do with legal compliance guidelines.
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When a marketer is looking to improve the deliverability of their emails what should be included in the subject line of the email? A) Customer's first and last name B) Incentive Program C) Catchy subject line D) Add your company's name.
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D) Add your company's name.
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What are some best practices for improving email delivery? (Choose 2) A) Make sure you are communicating in frequency subscriber expects. B) Don't buy email lists C) Authenticate email to avoid bulk folder delivery D) Walled Content
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A) Make sure you are communicating in frequency subscriber expects. C) Authenticate email to avoid bulk folder delivery
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What are some of the acquisition methods to allow for subscribers to opt-in to receiving email? (Choose 3) A) Subject line recognition. B) Email sign up on website C) During inbound sales call D) In-store loyalty programs. E) Address Book Strategy
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B) Email sign up on website C) During inbound sales call D) In-store loyalty programs.
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What are some of the acquisition method for allowing subscribers to opt-in to receiving email? (Choose 3) A) Sales associate request during check out. B) Paid Mobile Ads C) Capture from Facebook D) Authenticate email E) Drip campaigns
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A) Sales associate request during check out. B) Paid Mobile Ads C) Capture from Facebook
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Identify the best practices for interacting with potential and active subscribers. (Choose 3) A) Buy email lists B) Permission is specific to an address even if you know others. C) Opt-in via SMS in not Opt-in via email (And vice versa) D) Opt-ins are brand specific, don't share with other brands. E) In store loyalty programs
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B) Permission is specific to an address even if you know others. C) Opt-in via SMS in not Opt-in via email (And vice versa) D) Opt-ins are brand specific, don't share with other brands.
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Some of the best practices for interacting with potential and active subscribers include get permission, but remember permission expires over time and has a half life. What are some other best practices for interacting with potential and active subscribers? (Choose 3) A) Keep SPAM complaints under 10% B) Keep SPAM complaints under .01% C) Make unsubscribe easy and honor immediately D) Email never mandatory for customer interaction E) Accurately identify the sender in the header information.
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B) Keep SPAM complaints under .01% C) Make unsubscribe easy and honor immediately D) Email never mandatory for customer interaction Not "Accurately identify the sender in the header information" this is part of the global compliance guidelines.
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Describe email design best practices. What are the 3 stages of interaction? (Choose 3) A) Envelope B) Footer C) Body D) Landing Page E) Subject line
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A) Envelope C) Body D) Landing Page Envelope: Identify company, subject line says what the message is about, pre-header extends or reinforces Body: Keep Brief, they won't read details, they just scan it. Landing Page: Strong connection to email. Can repeat headlines and messages from email and expand.
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Why is it important to test across email clients? (Choose 2) A) they all differ in the way that they display B) You want to have an idea of what your e-mail will look like to your subscriber. C) So you can accurately identify the sender D) Because you want subscribers to act on your email
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A) they all differ in the way that they display B) You want to have an idea of what your e-mail will look like to your subscriber.
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What are some apps by Exact Target that can preview email in diff clients and test HTML for each client? A) HubExchange B) Ring Lead C) Adintel D) Loyalty Management
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A) HubExchange
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What are some of the best practices for email and having it render on any device? (Choose 4) A) Use Responsive Design B) Use Alt Text with images. C) Use HTML text not graphical D) Mobile: single column, large text, images, & button, space out links and buttons. E) Animated Gif's F) Keep Message Brief.
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A) Use Responsive Design B) Use Alt Text with images. C) Use HTML text not graphical D) Mobile: single column, large text, images, & button, space out links and buttons.
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What is A/B Testing and what are the best practices for using it? (Choose 3) A) Market test two versions of an email to two audiences. B) Market tests multiple versions of an email to audiences. C) Splits audience calculates a winner and can sending winning version of email to the rest of the subscribers. D) Winner is based on unique opens or Click Through rate. E) A test that allows you to send up to 5 addresses for testing your emails.
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A) Market test two versions of an email to two audiences. C) Splits audience calculates a winner and can sending winning version of email to the rest of the subscribers. D) Winner is based on unique opens or Click Through rate.
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Describe Global legal compliance guidelines, when should you deal with bounce rates and why? (Choose 2) A) Deal with bounce rates greater than 10%, remove them from the next send. B) Deal with bounce rates greater than 20%, remove them from the next send. C) Your ISP reputation could be impacted. D) Your customer rating could be impacted.
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B) Deal with bounce rates greater than 20%, remove them from the next send. C) Your ISP reputation could be impacted.
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What are some key ways to improve email deliverability? (Choose 4) A) remove bounce rates greater than 20%. B) Want to Authenticate email to avoid bulk over delivery C) Want subject line to be easily recognizable. D) List how you got person's email. E) Use A/B Testing to test which emails will be delivered. F) Use Dynamic Content G) Use Personalization Strings.
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A) remove bounce rates greater than 20%. B) Want to Authenticate email to avoid bulk over delivery C) Want subject line to be easily recognizable. D) List how you got person's email.
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What are the email prep tools in Salesforce Marketing cloud? (Choose 5) A) Portfolio's and Assets. B) Content Detective C) Send Preview D) Test Send E) Validate F) Personalization Strings G) Dynamic Content
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A) Portfolio's and Assets, where you can store images to use in email. B) Content Detective C) Send Preview D) Test Send E) Validate Portfolio's and Assets, where you can store images to use in email.
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What is the purpose of Content Detective? A) Send Test Email B) Check for compliance C) Personalize emails D) ID if SPAM in email content
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D) ID if SPAM in email content
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What ways can an email be created in the Marketing Cloud?
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Know various ways to create an email. A) Create an email template B) Create an email from scratch C) Paste in HTML D) Paste in Text E) can create a template from a template (Clone)
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What is Dynamic Content in Marketing cloud? A) Allows you to display something different based on Subscriber attributes. B) It personalizes emails C) It helps you create an email. D) It send dynamic test emails.
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A) Allows you to display something different based on Subscriber attributes. Example, if subscriber a woman have image of dress in email, if a man have image of pants.
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What are personalization strings in Marketing cloud? (Choose 2) A) They help personalize emails, such as First and Last Name. B) Grab attribute from subscribers profile and put into email. C) Allows you to display something in a given content box. D) Are a place where you can store images and assets.
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A) They help personalize emails, such as First and Last Name. B) Grab attribute from subscribers profile and put into email.
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What is AMP Script in the Marketing Cloud? A) Allows you to include and update data extensions from info entered on your landing page. B) It's on of the email send methods in the Marketing Cloud. C) It's a send classification that allows you to preconfigure attributes. D) Scripting language that allows you to embed within email.
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A) Allows you to include and update data extensions from info entered on your landing page. D) Scripting language that allows you to embed within email.
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What is a Send Classification and how it can be used? (Choose 2) A) Way to preconfigure lot of attributes associated with the marketing cloud so you don't have to do them every time. B) it's an Efficiency tool in the marketing cloud C) It is one of the send methods in the marketing cloud. D) It's part of the approval process in the marketing cloud.
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A) Way to preconfigure lot of attributes associated with the marketing cloud so you don't have to do them every time. B) it's an Efficiency tool in the marketing cloud Example: From Address, create a send classification which will allow you to create so that you don't have to configure every time you create a marketing program.
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What are the 4 statuses in the approval process in the marketing cloud? (Choose 4) A) Sent B) Draft C) Pending D) Approved E) Writing F) Declined
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B) Draft C) Pending D) Approved F) Declined When approval declined, approver must enter a message stating why it was declined.
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True or False: Before an approver approves or declines an email the user that created the draft can conduct test sends of the email.
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True.
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What must be done before you can use a triggered automation? A) you must configure marketing cloud to accept the automation that will be triggered. B) You must organize the activities into steps. C) You must state the order of the activities so that the marketing cloud knows when to trigger them D) You need to configure your system to use enhanced FTP
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D) You need to configure your system to use enhanced FTP
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What are the 2 data models available in the marketing cloud? A) Lists and Data Extensions B) Lists and Data Views C) Arrays and Data Extensions D) Arrays and Data Views
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A) Lists and Data Extensions
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How does automation work in the marketing cloud? (Choose 3) A) You must order the activities in the steps in the automation. B) All activities in 1 step run concurrently C) There's no ordering of activities in a step. D) All activities must finish before moving to the next step. E) You can use a triggered automation to configure the steps.
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B) All activities in 1 step run concurrently C) There's no ordering of activities in a step. D) All activities must finish before moving to the next step.
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True or False Data Extensions are more simplistic then lists and are easier to use than lists.
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False.
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True or False Lists have more functionality than data extensions and are easier to use.
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False, Lists are easier to use but they do not have more functionality than data extensions.
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What is the purpose of the Profile Center? (Choose 2) A) it's where the marketer sets up their marketing campaigns in the marketing cloud B) Place for subscribers to see all communications that they can opt in or out of. C) Where the marketer can configure which subscribers they want to market to. D) Place where subscribers can enter their information and choose the frequency of the communication as well as their preferred method to receive the communication.
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B) Place for subscribers to see all communications that they can opt in or out of. D) Place where subscribers can enter their information and choose the frequency of the communication as well as their preferred method to receive the communication.
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What are profile attributes and how are they used in the marketing cloud? A) Profile Attributes are used in the List Data model in the Marketing Cloud. B) Profile Attributes are used to store information about the subscriber in the marketing cloud. C) Profiles Attributes are used in Data extensions in the Marketing cloud D) Profile Attributes are activities that are recorded in the marketing cloud.
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A) Profile Attributes are used in the List Data model in the Marketing Cloud. B) Profile Attributes are used to store information about the subscriber in the marketing cloud.
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What are the 3 ways to import data into the marketing cloud? (Choose 3) A) Data Extension B) API C) Import Wizard D) Import Activity E) Change Set
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B) API C) Import Wizard D) Import Activity Import Activity different from Import Wizard in that it allows you to import data from other Salesforce objects. API more complicated, merging etc. Import Wizard Max 20 MB
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What are the 3 methods of report delivery in the marketing cloud? (Choose 3) A) Save Report in FTP folder B) email report C) Display report on the screen D) Display Wizard
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A) Save Report in FTP folder B) email report C) Display report on the screen
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What are the 3 data types for an Attribute in the Marketing Cloud? A) Decimal B) Text C) Date D) Numeric
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B) Text C) Date D) Numeric
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What are the 4 ways to create an email in the marketing cloud?
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1) build new email from existing template 2) Build new email from HTML 3) Build new email from text 4) Revise existing email.
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What are the 3 main categories of assets? (Choose 3) A) Portfolio B) Images C) Documents D) HTML, CSS, Javascript.
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B) Images C) Documents D) HTML, CSS, Javascript.
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Where are assets such as images, documents, and other multimedia stored in the Marketing cloud?
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Portfolio
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What are the 3 steps for importing into the marketing cloud?
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1) Prepare your file 2) Import your file 3) View the results
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What are the 3 update options when adding subscribers to a list? (Choose 3) A) Add new Subscribers and update Subscribers B) Add new Subscribers C) Update Subscribers D) Over write Subscribers.
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A) Add new Subscribers and update Subscribers B) Add new Subscribers C) Update Subscribers
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What are the 3 ways to send an email? (Choose 3) A) Guided Send B) Multi-Send C) Simple Send D) Test Send E) Bulk Send
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A) Guided Send C) Simple Send D) Test Send Guided send, multi-screen wizard takes you thru steps to send an email Simple send one page send screen Test send easy way to put up to 5 emails addresses to receive a test email
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What things are not included in a test send email?
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Personalization and AMP script.
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What is segmentation?
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defines who is going to receive an email.
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Why segment?
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Subscribers want to be thought of as individuals, you need to send the right message to the right person.
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Where can you find information or help on the marketing cloud?
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Code.exacttarget.com help.exacttarget.com
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What is an auto-suppression list and when would you use it? (Choose 3) A) A suppression list that you can assign at different levels of your account. B) Can be assigned across an entire enterprise or to a specific business unit. C) 2 default fields generated are Email Address, and Date Added. D) A list that tells you what subscribers you should email, like a contact list.
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A) A suppression list that you can assign at different levels of your account. B) Can be assigned across an entire enterprise or to a specific business unit. C) 2 default fields generated are Email Address, and Date Added. Use when you want to assign a suppression list to be used across the entire enterprise or for specific business units for specific send classifications.
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What would be some examples of addresses that you would want to put on an auto suppression list? (Choose 4) A) addresses with a history of spam complaints B) unsubscribe lists from previous providers or advertisers C) canceled customers D) addresses of your competitors. E) Customer's that you want to send new product information too.
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A) addresses with a history of spam complaints B) unsubscribe lists from previous providers or advertisers C) canceled customers D) addresses of your competitors.
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What are the prerequisites for using Smart Capture in Exact Target Marketing cloud? (Choose 2) A) Must understand AMPscript to use the advanced features of Smart Capture B) Must understand Apex C) Must have either landing pages or microsites feature enabled on your account. D) You must have A/B Testing enabled on your account.
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A) Must understand AMPscript to use the advanced features of Smart Capture C) Must have either landing pages or microsites feature enabled on your account.
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What is Smart Capture?
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Smart Capture is a tool you can use to create lead capture forms to include in your landing pages. When a lead completes the form on the landing page and clicks submit button the smart capture form auto adds the info to the subscriber list, data extension, or outside data source such as CRM.
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What are the 2 data models in the Marketing Cloud? (Choose 2) A) Data Views B) Lists C) Data Extensions D) Profile Attributes
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B) Lists C) Data Extensions
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What are the benefits of the List Data Model in the Marketing Cloud? A) Default Method, simple and easy to use B) Requires IT expertise C) It auto ads to the all subscribers list D) Uses Profile Attributes to track information about your subscribers. E) Supports Journey Builder and Mobile
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A) Default Method, simple and easy to use C) It auto ads to the all subscribers list D) Uses Profile Attributes to track information about your subscribers.
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What are the benefits of the Data Extension Model in the Salesforce Marketing Cloud? (Choose 4) A) adds relationships to other objects, more like a relational Database. B) Gives a 360 Degree view of customer. C) It has a limited number of attributes. D) Supports Journey Builder and Mobile. E) Fast Speeds, SOAP or REST. F) <500K records.
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A) adds relationships to other objects, more like a relational Database. B) Gives a 360 Degree view of customer. D) Supports Journey Builder and Mobile. E) Fast Speeds, SOAP or REST.
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What's the best practice for the number of users used in the List Model of the Marketing Cloud? A) >50K contacts B) >25K contacts C) <25K contacts D) <50K contacts
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D) <50K contacts
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What's the best practice for the number of contacts used in the Data Extension Model of the Marketing Cloud? A) >50K contacts B) >25K contacts C) <25K contacts D) <50K contacts
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A) >50K contacts
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What are the default Profile Attributes in the marketing cloud? A) Full name, email, user-defined B) First Name, Last Name, email, user-defined C) Full name, address, email, user-defined D) Full name, email, marketing cloud admin defined.
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A) Full name, email, user-defined
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What's the purpose of the Profile Center in the Salesforce Marketing Cloud? A) for the marketing cloud admin to enter information about the subscribers. B) Attributes are exposed to the user so that they can maintain them. C) where a user can see what lists they are subscribed to. D) where a user can see the hidden attributes for themselves.
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B) Attributes are exposed to the user so that they can maintain them. C) where a user can see what lists they are subscribed to. Hidden attributes are not shown in the Profile Center. They are internal only.
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What's the purpose of the all subscribers list in the Marketing Cloud? (Choose 2) A) List of all known contacts that have been emailed and subscriber key. B) where a master opt-out for subscribers is shown in the marketing cloud. C) List of all known contacts with List level unsubscribes D) List of all known contacts for the List data model in marketing cloud.
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A) List of all known contacts that have been emailed and subscriber key. B) where a master opt-out for subscribers is shown in the marketing cloud. NOT: C) List of all known contacts with List level unsubscribes, only shows global level unsubscribes. D) List of all known contacts for the List data model in marketing cloud.
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In order to make a data extension sendable what must it contain? (Choose 2) A) Subscriber Key B) Subscriber First Name C) Subscriber Last Name D) Email Address E) Primary Key
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A) Subscriber Key D) Email Address
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When importing Data into the Marketing Cloud list detective is triggered at the time of import for which of the following? A) Lists B) Data Extension C) Data Views D) Import Activity
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A) Lists
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What are the ways that data can be imported into the marketing cloud? (Choose 3) A) Import Activity B) Import Wizard C) API D) Query Activity
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A) Import Activity B) Import Wizard C) API
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When does the validation of email address occur when using a data extension? A) Done at the time of Import B) Done at the time of Send C) Done when admin refreshes it D) Done when subscriber updates profile in the profile center
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B) Done at the time of Send
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In order to import into an data extension using "add" or "update" command what must it contain? A) Primary Key B) Email address C) Subscriber Key D) Subscriber Last name
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A) Primary Key
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What is the number one trend being seen in the email marketing space? (Choose 2) A) More and more people are subscribing to email marketing. B) Redesigning email to improve click-through rates on a mobile device. C) Between 40-60% of consumers are reading email on their smart phones. D) People like email marketing b/c they can choose what they subscribe to.
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B) Redesigning email to improve click-through rates on a mobile device. C) Between 40-60% of consumers are reading email on their smart phones. Email isn't the newest marketing communication channel-yet 72% of US consumers say that email marketing is the number one way that they'd prefer to receive permission-based promotions from businesses.
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Why do consumers prefer email marketing? (Choose 3) A) Put the consumer in control B) Consumers trust brands to respect their preferences. C) Customers can manage preferences and unsubscribes. D) Between 40-60% of consumers are reading email on their smart phones and the world is going mobile.
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A) Put the consumer in control B) Consumers trust brands to respect their preferences. C) Customers can manage preferences and unsubscribes.
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What is the role of the MMA (Mobile Marketing Association and the CTIA (The Wireless Association)?
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mobile marketing is evolving so rapidly that it's hard to keep track of all the info from Twitter feeds to Linkedin Groups. These organizations aggregate everything that's happening in mobile marketing from the legal side to the marketing side and educate everyone on what works, what doesn't and what's next.
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What are the 5 proven email practices to drive revenue? (Choose 5) A) Gain Subscribers B) Improve Deliverability C) Design for Clicks D) Send email consumers want E) Drive engagement F) Use automation G) Adhere to the CANSPAM act.
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A) Gain Subscribers B) Improve Deliverability C) Design for Clicks E) Drive engagement F) Use automation
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What are the 4 ways to gain subscribers? (Choose 4) A) Make a list of your most common touchpoint B) Test a few different opt in techniques. C) Use A/B Testing D) Get Social E) Go Mobile.
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A) Make a list of your most common touchpoint B) Test a few different opt in techniques. D) Get Social E) Go Mobile.
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What are the key ways to improve email deliverability in email marketing? (Choose 4) A) Use double Opt-in to avoid getting blacklisted. B) Maintain a consistent "From Name" C) Double Check your Subject Line, don't include RE:, FW:, Hello, Free, Special Offer, Text in all CAPS, and exclamation points!!! D) Consider Subscriber engagement....send only to most engaged subscribers. E) Email sign-up on website. F) Use email templates
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A) Use double Opt-in to avoid getting blacklisted. B) Maintain a consistent "From Name" C) Double Check your Subject Line, don't include RE:, FW:, Hello, Free, Special Offer, Text in all CAPS, and exclamation points!!! D) Consider Subscriber engagement....send only to most engaged subscribers. **Trigger an opt-in confirmation e-mail immediately after a subscriber signs up and ask them to confirm that they would like to be on your list. Subscriber engagement: webmail providers (Yahoo/Gmail etc) know exactly which messages are opened, viewed, clicked, or deleted without being read.....data is compiled to create an "engagement score." remember every email you send to an unengaged subscriber puts you closer to falling into the bulk or SPAM folder
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What are some of the ways that you can maximize your subscriber response with Design? (Choose 4) A) Design for Mobile B) Put most important info in upper left quadrant...position logo, call to action. C) Plan for blocked images....use HTML text and web safe fonts....include alt tags D) Test and test again. E) Use A/B Testing to see which email works best
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A) Design for Mobile B) Put most important info in upper left quadrant...position logo, call to action. C) Plan for blocked images....use HTML text and web safe fonts....include alt tags D) Test and test again. ** Mobile...increase pixel size for smaller devices, use fewer words and larger text, format images to adjust to screen size, use media queries to allow multiple columns to collapse into one column --hide elements like preheater or unnecessary images. **Plan for Blocked images.....Steer clear of Javascript and embedded style sheets. Test and test again.......statistically 69% of B2B and 27% of B2C subscribers view their email with a preview pane
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What are some of the best practices to drive engagement with email marketing? (Choose 3) A) segment your communications. B) integrate email marketing and CRM systems C) Design for Mobile D) A/B Testing to see what resonates. E) go Social
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A) segment your communications. B) integrate email marketing and CRM systems D) A/B Testing to see what resonates.
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What are some things you should automate as an email marketer? A) Automate a welcome program.....use automatic email marketing drip campaign and tie in social channels like Facebook and Twitter. B) Capitalize on Cross-sell and upset opportunities. Send email receipts or online transaction confirmations and include offers in those. C) Automate Cart Abandonment Campaigns, integrate web analytics and email marketing systems to run campaigns based on behavior. D) Implement Customer satisfaction programs.
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A) Automate a welcome program.....use automatic email marketing drip campaign and tie in social channels like Facebook and Twitter. B) Capitalize on Cross-sell and upset opportunities. Send email receipts or online transaction confirmations and include offers in those. C) Automate Cart Abandonment Campaigns, integrate web analytics and email marketing systems to run campaigns based on behavior. D) Implement Customer satisfaction programs. If your B2B automate a customer sat survey 1-3 days after a consumer completes a transaction. If you are B2C automate an email to ask for product reviews 2-3 weeks after the customer completed the purchase.
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EXAM Question: Describe Global legal compliance guidelines. CAN-SPAM (Controlling the Assault on Non-solicited Pornography and Marketing Act). CAN-SPAM act requires that commercial emails: (Choose 6) A) Accurately identify the sender in header info. B) Use a subject line that accurately represents the email. C) ID message as advertisement unless you have opt-in from subscriber D) Include your Physical mailing address E) Provide a mechanism to opt-out. F) Honor Opt-out requests within 10 days and unsubscribe must be operational for 30 days. G) Honor Opt-out within 5 days and unsubscribe must be operational indefinitely. H) CAN-SPAM can be ignored.
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A) Accurately identify the sender in header info. B) Use a subject line that accurately represents the email. C) ID message as advertisement unless you have opt-in from subscriber D) Include your Physical mailing address E) Provide a mechanism to opt-out. F) Honor Opt-out requests within 10 days and unsubscribe must be operational for 30 days.
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How can you tell the marketing cloud that an email is commercial or transactional? A) Check the commercial email checkbox B) Check the Transactional checkbox C) Associate a commercial send classification to the email D) Associate a transactional send classification to the email
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C) Associate a commercial send classification to the email D) Associate a transactional send classification to the email
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Which of the following segmentation tools can be used for both lists and data extensions? A) Data Filters B) Query Activities C) Groups D) Measures.
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A) Data Filters
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What are Data Filters in the Marketing Cloud and how are they used? (Choose 4) A) Can be used in both data models (Lists and Data Extensions) B) They are similar to rule based group wizard approach to create segmentation rules. C) They allow for more complex segmentation of subscribers. D) They are only used in the List Data Model E) They are only used in the Data Extension Model F) They use measures to look at behavioral data of subscribers
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A) Can be used in both data models (Lists and Data Extensions) B) They are similar to rule based group wizard approach to create segmentation rules. C) They allow for more complex segmentation of subscribers. F) They use measures to look at behavioral data of subscribers
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What's the purpose of measures in Data Filters? (Choose 4) A) They segment subscribers based on Behavior B) Measure Click vs Not-Click C) Measure open vs Not-Open D) Measure Received vs Not -Received E) They allow you to be able to engage highly engaged subscribers.
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A) They segment subscribers based on Behavior B) Measure Click vs Not-Click C) Measure open vs Not-Open E) They allow you to be able to engage highly engaged subscribers.
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A marketer needs a simple tool to create segments from their data stored in a data extension how would you advise them? A) Groups B) Data Filters C) Query Activites D) Measures
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B) Data Filters
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In order to write a SQL query that uses both customer data and system generated data what would the marketer need to include in their query? A) Measures B) Data Filters C) Data Views D) Group Refresh
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C) Data Views
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When a customer sends to a data extension where are list level unsubscribes recorded? A) Publication List B) Suppression List C) All subscribers list D) Master unsubscribe.
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A) Publication List Also: C) All subscribers list if it's choose 2 on the test.
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T/F A master unsubscribe will mark a subscriber as unsubscribe on the all subscribers list and any other list they appear in?
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True
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When sending to a data extension what is the default publication list if a publication list is not chosen by the marketer? A) All publication List B) All Subscribers List C) There is no default, a publication list must be selected D) sendable data extensions publication list.
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B) All Subscribers List
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What is the purpose of Business Unit Filters in the Marketing Cloud? (Choose 3) A) They help with sending and segmentation purposes. B) They are available in the Enterprise 2.0 version of the marketing cloud. C) They can be used if you don't have attributes defined D) They can be found at all levels in the account E) They can only be found at the top level of the account (Parent account) level.
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A) They help with sending and segmentation purposes. B) They are available in the Enterprise 2.0 version of the marketing cloud. E) They can only be found at the top level of the account (Parent account) level.
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What are some key features in the Enterprise 2.0 version of the Marketing Cloud? (Choose 3) A) Business Unit Filters can be used and are driven by attributes. B) have a separate unsubscribe setting for each BU defined in the account. C) All subscribers list lives in the Parent Account. D) Child Accounts can see information in all other accounts. E) Child accounts can create attributes and share them with other business units
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A) Business Unit Filters can be used and are driven by attributes. B) have a separate unsubscribe setting for each BU defined in the account. C) All subscribers list lives in the Parent Account.
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T/F In the Marketing Cloud with version Enterprise 2.0 Child accounts can create attributes and share them with other business units.
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False Reason is child accounts are not the governing account, only the top account (Parent Account) can create attributes. BUT a child account can create it's own attributes, just not global attributes.
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EXAM Question on Improving Deliverability: Identify Ways to improve email deliverability...Email Deliverability Best Practices: A) Address Book Strategy - Add address book tool to your emails. B) Ensure that all subscribers gave you permission. C) Deal with bounce rates >'er than 20% D) Subject line Recognition - add company's name E) Recognizable from and email address. F) Authenticate email to avoid bulk delivery. G) Make sure you communicate with frequency subscriber expects.
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According to NOTES Exam (using Authenticate email to make sure address is correct and ensure user really does want to receive emails.
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What are the email design best practices in the Marketing cloud? (Choose 4) A) 3 Stages of Interaction. B) Envelope Content C) Body Content D) Footer Content E) Landing Page F) Use standards of email design that works for all email clients
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A) 3 Stages of Interaction. B) Envelope Content C) Body Content E) Landing Page Envelope should Contain: From Name (Name of Company), Subject Line (What email's about), Preheader Text (Reinforce subject line) Body: they don't read, it's scanned so be brief. Landing Page: after clicking on email this is where they land, should be a strong connection between email and landing page.
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EXAM Question on templates where there are no technical resources to build responsive web techniques: Explain how to create an email using responsive web techniques, and it's required to render on Mobile. (Choose 2) A) Standard Template with Content boxes B) Mobile Design Template with Content Boxes C) Mobile Design template D) HTML Paste E) HTML Paste template with Content Boxes
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A) Standard Template with content boxes E) HTML Paste template with Content Boxes No Mobile design Template HTML Paste requires technical Expertise
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What 3 options are available to create a template in the marketing cloud? (Choose 3) A) Content Builder B) Template Editor C) Paste HTML D) Mobile Template Editor.
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A) Content Builder B) Template Editor C) Paste HTML
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Why should you use a template in the marketing cloud? (Choose 5) A) Allows you to have the same look and feel in multiple related emails. B) Contains your brand and the layout of the info in the email C) Allows and email to be built using content boxes (easy for non-technical users) D) allows you to have a template administrator create the template while someone else creates the content E) Allows an email to be mobile aware. G) Makes it easier to send email for approval
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A) Allows you to have the same look and feel in multiple related emails. B) Contains your brand and the layout of the info in the email C) Allows and email to be built using content boxes (easy for non-technical users) D) allows you to have a template administrator create the template while someone else creates the content E) Allows an email to be mobile aware.
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Approximately what % of opens occur on mobile devices that support media queries? A) 95% B) 96% C) 97% D) 98.5%
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D) 98.5%
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What's the best practice wait time for A/B Testing before you declare a winner? A) 24 hours (1 day) B) 12 hours (1/2 day) C) 48 hours (2 days) D) 36 hours (2 days)
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A) 24 hours (1 day)
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According to best practices when is the best Send Date/Time when using A/B Testing in the Marketing Cloud? A) Early in the morning so it's at the top of your subscribers inbox B) Early Afternoon C) Late Afternoon D) We Don't advocate a certain day or time as the best, we suggest you test these conditions. E) Late evening.
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D) We Don't advocate a certain day or time as the best, we suggest you test these conditions.
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What conditions can be tested under A/B Testing? A) Subject Lines B) Preheaders C) Emails D) Content Areas E) Send Dates/times F) From Names
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You will want to test the percentage of your subscribers depending upon the number of subscribers you have. If >50K subscribers, test 5% of subscribers If <50K Subscribers test 10% of subscribers.
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What tools are available to help a marketer prepare and send an email in the marketing cloud? (Choose 5) A) Assets and Portfolio B) Content Detective C) Send Preview D) Content Manager E) Send Manager F) Test Send G) Validate
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A) Assets and Portfolio B) Content Detective C) Send Preview F) Test Send G) Validate
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What does Content Detective do in the Marketing cloud and when would you use it? (Choose 3) A) A tool that helps you identify Spam triggers in your email content B) Best practice is to act if you have 2 or more potential triggers in your email C) acts like spam-filtering software to id words, phrases and patterns that are likely to be seen as SPAM D) it's a wizard that helps you get the correct content into your email E) A tool that identifies how much content is in your email so that you can keep you emails small
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A) A tool that helps you identify Spam triggers in your email content B) Best practice is to act if you have 2 or more potential triggers in your email C) acts like spam-filtering software to id words, phrases and patterns that are likely to be seen as SPAM
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What is Send Preview in the Marketing cloud and why would you use it?
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Send Preview is a rendering of an email at it will be sent to a recipient. Use Send Preview to see an email as your recipients will see it. It's available under the Content Tab and select my emails.
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What is the Test Send in the Marketing Cloud and what is it used for?
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It's a way to send up to 5 test emails. You might send the test email to your own inbox so that you can see how the email will look in your own email client. NOTE if you use personalization strings they will not resolve in a Test Send. You will see the actual personalization string in the email in your in box.
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EXAM: What is the validate function in the Marketing cloud and what is it used for?
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Used to improve email delivery rates and help ensure that the email message you send appears to the subscriber the way you intended it to. Validate functionality checks your email message for common issues that could prevent your email from being sent.
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EXAM: What does the Validate Function in the Marketing cloud check for? (Choose 4) A) The presence of an unsubscribe link B) The presence of a physical mailing address C) Correct Syntax for Attributes D) Each content area specified in the dynamic content rule exists. E) Correct spelling and grammer in your email.
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A) The presence of an unsubscribe link B) The presence of a physical mailing address C) Correct Syntax for Attributes D) Each content area specified in the dynamic content rule exists.
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EXAM: Approvals and which email methods require it. Can configure your account to require and approver to approve an email before that email can be sent to an audience. Describe the approval process.
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1. A user creates an email message. 2. That user submits the email to a specific approver for approval (that approver receives a notification to approve the message, but any approver can ultimately approve the message). 3. Before an approver approves the email message, the user can conduct test sends. 4. The approver receives notification of the request for approval. 5.The approver reviews the email message and either approves or declines the email message. 6. If the approver approves the email message, the user can send the message to any audience in the accounts. 7. If the approver declines the email message, the user must edit and resubmit the email message until the approver finally approves the message.
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What is Dynamic Content in the Marketing Cloud and how can it be used? A) It's content that displays in a content box according to the rule you define based on subscribers attributes or data extension column volumes. B) Can be used in any type of email other than text-based email messages. C) Dynamic Content does not require content boxes D) Use dynamic content when you want to deliver a targeted message to your subscribers. E) Dynamic Content is auto enabled in every account
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A) It's content that displays in a content box according to the rule you define based on subscribers attributes or data extension column volumes. B) Can be used in any type of email other than text-based email messages. D) Use dynamic content when you want to deliver a targeted message to your subscribers. MUST have content boxes to use dynamic content Dynamic content is not AUTO enabled in every account.
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What is the purpose of a template in the marketing cloud? (Choose 3) A) Are stored in the email tab in my templates folder in the marketing cloud B) Are stored in the content tab in my templates folder in the marketing cloud C) Controls banner, background color, borders and layout of an email D) contains brand and layout of info. E) can only be created by an administrator of the marketing cloud.
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B) Are stored in the content tab in my templates folder in the marketing cloud C) Controls banner, background color, borders and layout of an email D) contains brand and layout of info.
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Paste as HTML is an option to create templates in the marketing cloud. Which of the following is true of using Paste as HTML: A) can create templates by pasting in HTML code that's been built outside the application. B) Email Open Tracking can be inserted C) Personalization Strings can be used D) Amp Script can be used in Paste as HTML templates.
answer
There's an exam question about what can be added into an Paste as HTML template....these are the options In found in the notes.
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What are the 4 ways to create an email in the marketing cloud? (Choose 4) A) build new email from existing template B) build email from HTML C) build new email from text D) revise existing email E) Create an email template.
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A) build new email from existing template B) build email from HTML C) build new email from text D) revise existing email
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What does the Link Tooltip do in the Marketing Cloud? (Choose 2) A) controls what links are in an email B) Ensures all links in an email are valid C) Allows you to control what appears on the screen if a subscriber hovers over the link. D) It is the image tag in the HTML.
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C) Allows you to control what appears on the screen if a subscriber hovers over the link. D) It is the image tag in the HTML.
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What's the purpose of the tracking alias in the marketing cloud? (Choose 3) A) allows you to name the links you create. B) Ensures the links in the email are active C) Lets you know which link you are tracking and helps with reporting D) Appears in the tracking workspace and can also track documents that are linked in an email
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A) allows you to name the links you create. C) Lets you know which link you are tracking and helps with reporting D) Appears in the tracking workspace and can also track documents that are linked in an email
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Personalization Strings, what are they and how are they used in the marketing cloud? (Choose 3) A) they are a language that you can embed with HTML emails. B) A tag that lets you insert attributes in your account (subscriber name) into emails. C) Also called merge fields or substitution strings D) provide tracking benefits
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B) A tag that lets you insert attributes in your account (subscriber name) into emails. C) Also called merge fields or substitution strings D) provide tracking benefits
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AMPscript, what is it and how can it be used in the Marketing cloud? (Choose 5) A) scripting language that can be embedded within HTML emails, landing pages, and SMS messages. B) the script will be processed at the point where it is in the message. C) can be used to update data in a data extension D) Can be used to retrieve info from Salesforce. E) Calls are processed at the end of an email Send. F) Calls are processed before the email is sent.
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Basic functions of AMPScript for Marketing cloud exam. A) scripting language that can be embedded within HTML emails, landing pages, and SMS messages. B) the script will be processed at the point where it is in the message. C) can be used to update data in a data extension D) Can be used to retrieve info from Salesforce. E) Calls are processed at the end of an email Send.
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What is a send classification and what is it used for in the Marketing cloud? (Choose 3) A) Lets you define parameters for an email job in a central location. B) Any marketing cloud user can access this feature C) Admin permissions are needed to access this feature D) Saves time and effort and helps avoid human error
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A) Lets you define parameters for an email job in a central location. C) Admin permissions are needed to access this feature D) Saves time and effort and helps avoid human error Lets you define parameters for an email job in a central location and reuse those parameters for multiple email send definitions.
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When a send classification is created what information must be provided? (Choose 3) A) Delivery profile B) Acceptance profile C) Sender Profile D) CAN-SPAM E) Don't need to create profiles to use it.
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A) Delivery profile C) Sender Profile D) CAN-SPAM You create the delivery profile and sender profile separately BEFORE you create the send classification.
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T/F you can override the delivery profile and sender profile on the send classification when you include the send classification in a message interaction.
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True.
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What must a Commercial Send Classification include in it? (Choose 3) A) Physical address B) unsubscribe Link C) Subscribers Name D) Transactional does not need to include an unsubscribe link
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A) Physical address B) unsubscribe Link D) Transactional does not need to include an unsubscribe link
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What's the purpose of a Delivery Profile record in the marketing cloud? (Choose 2) A) select delivery profile when creating a send classification. B) Delivery profile contains IP Address, header, and footer. C) Delivery profile is the profile of the subscribers you are marketing to. D) Delivery Profiles are a way to create delivery email templates for your subscribers.
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A) select delivery profile when creating a send classification. B) Delivery profile contains IP Address, header, and footer.
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What's the purpose of a Sender Profile record in the marketing cloud? (Choose 3) A) Defines which subscribers you are sending email to. B) Choose a user from your account, so that info can be used as the from information in the email. C) Sender, From Name, and From Email must be in the Sender Profile. D) If you make changes to the From Name or Email address those changes will be reflected in the Sender Profile.
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B) Choose a user from your account, so that info can be used as the from information in the email. C) Sender, From Name, and From Email must be in the Sender Profile. D) If you make changes to the From Name or Email address those changes will be reflected in the Sender Profile.
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What are the different types of sends in the Marketing Cloud? (Choose 3) A) user-initiated send B) Guided Send C) Multi-Send D) Single-Send E) Simple-send
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A) user-initiated send B) Guided Send E) Simple-send
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Describe the email delivery checklist: - Review email deliverability page for email strategies - Run spell check in content areas of email - Run Content Detective - Preview and Modify Text Versions of email - Run Validation tool on your email - Preform a test delivery.
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These are the tools that can be used to assist with email delivery
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What is the simple-send in the marketing cloud and when would you use it? (Choose 3) A) multi-step send that uses a wizard. B) one screen send. C) Select List(s), or Group(s), to send the email to. D) Under the content tab, my emails E) Select List(s), Group(s), Data Extension(s)
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B) one screen send. C) List(s), Group(s), Audience D) Under the content tab, my emails
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What is the guided send in the marketing cloud and what can it do? (Choose 2) A) Program application that uses a wizard to send the email. B) easy to use method that uses one screen to send the email C) Can send email to list(s), Group(s), Data extension, Data Filters. D) Can send email to list(s) or Groups only.
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A) Program application that uses a wizard to send the email. C) Can send email to list(s), Group(s), Data extension, Data Filters.
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A guided send can do which of the following: A) Can send email to list(s), Group(s), Data extension, Data Filters. B) Can send email to List(s) and Group(s) only C) ability to exclude recipients D) Ability to test emails to one address E) Ability to suppress tracking from reports F) Ability to refresh a group prior to sending G) supports Send Classification
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A) Can send email to list(s), Group(s), Data extension, Data Filters. C) ability to exclude recipients D) Ability to test emails to one address E) Ability to suppress tracking from reports F) Ability to refresh a group prior to sending G) supports Send Classification
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When creating a user-initiated email in the marketing cloud what 2 things must be included? A) Create the email template B) Create the email message content C) Create the Send Classification D) Create the Delivery Profile
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B) Create the email message content C) Create the Send Classification
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What is the purpose of the Automation Studio in the Marketing Cloud? A) Used to execute marketing automations on an immediate or scheduled basis. B) Design an Automation by dragging and dropping activities onto the workflow canvas C) Can build complex automations D) Can build simple automations only
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A) Used to execute marketing automations on an immediate or scheduled basis. B) Design an Automation by dragging and dropping activities onto the workflow canvas C) Can build complex automations
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What 2 types of automation are there for the marketing cloud? (Choose 2) A) Automatic B) Scheduled C) Triggered D) Guided
answer
B) Scheduled C) Triggered
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Name the activities that are available to all Automation Studio users. (9 regular and 2 additional activities)
answer
Data Extract Filter Import File Refresh Group Report Definition SQL Query Send Email Transfer File Wait Additional Activities Fire Event Send Salesforce Email
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Define Data Extract, Filter, and Import Automation Activities for the Marketing Cloud.
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1) Data Extract - Use this activity to create a file of information for you to use outside of the application. This activity can also be used to transform an XML file to a comma-delimited, tab-delimited, or pipe-delimited file for import into your account. 2) Filter - Use this activity to apply the logic of a data filter you select to create a group or data extension containing records that meet the data filter criteria. Provide a name, external key, and description to identify and describe the activity. 3) Import File - Use this activity to use the information from an outside file to update a subscriber list or data extension. You provide information that the activity uses each time it runs, which gives the specifics of the file to import and the import activity's behavior while running.
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Define refresh Group and Report Definition automation activities for the Marketing Cloud.
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1) Refresh Group - Use this activity to reapply the rules in a group definition to create a subset of subscribers in a list. Before you can use a group refresh activity, you must create a group definition. 2) Report Definition - Use this activity to define the parameters for running a report once to be used every time the report is run using the activity. You can create a report activity to run every standard report available in the application, as well as custom reports in your account.
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Define the SQL Query and Send Email Automations for the Marketing Cloud.
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1) SQL Query - Use this activity to retrieve data extension or data view information that matches your criteria and include that information in a data extension. You use SQL to create the query you use in the query activity. You provide name, external key, and description to identify and describe the activity. 2) Send Email - Use this activity to initiate an email message. You can send the email in an automation alone, or put it in sequence with other activities and schedule it for a particular date and time.
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Define Transfer File and Wait action automations for the Marketing cloud.
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1) Transfer File - Use this activity to upload a file to or download a file from a transfer location that you specify. The file transfer activity transfers files securely and can also unencrypt or uncompress a file. 2) Wait - Use this activity to cause the automation to wait for a specific period of time before performing the next step.
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Define the Additional Automation Activities Fire Event and Send Salesforce Email.
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NOTE these Activities must be provisioned. 1) Fire Event Fire Event - Use this activity to signal that new contacts were added to an Event Data Source in Journey Builder. When contacts are added to the associated data extension, the Fire Event Activity alerts the Marketing Cloud system that new data is present. The newly-added data is then injected into all Interactions whose Entry Events are configured to detect changes in this data source. 2) Send Salesforce Email - Use this activity to automate and schedule email sends from the Marketing Cloud Email Application to Salesforce reports or campaigns..
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What Playbooks for subscribers are in the Marketing Cloud? (Choose 3) A) Welcome Series Playbook B) Birthday Email Playbook C) Customer Anniversary Email Playbook D) Marketing Playbook
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A) Welcome Series Playbook B) Birthday Email Playbook C) Customer Anniversary Email Playbook
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What is a publication list in the marketing cloud and when would it be used? (Choose all that apply) A) Manages how subscribers receive different categories of emails. B) List of subscribers that don't want to receive your communications. C) Examples are Newsletters, advertisements and alerts. D) Are used with email messages and SMS messages E) Are used with guided sends, user-initiated, and triggered emails.
answer
A) Manages how subscribers receive different categories of emails. C) Examples are Newsletters, advertisements and alerts. D) Are used with email messages and SMS messages
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What is a suppression list in the marketing cloud and when would it be used? (Choose all that apply) A) Manages how subscribers receive different categories of emails. B) List of subscribers that don't want to receive your communications. C) Examples are Newsletters, advertisements and alerts. D) Are used with email messages and SMS messages E) Are used with guided sends, user-initiated, and triggered emails. F) an understanding of Data Extensions and Web Service API's may be required
answer
B) List of subscribers that don't want to receive your communications. E) Are used with guided sends, user-initiated, and triggered emails. F) an understanding of Data Extensions and Web Service API's may be required Suppression lists do not need to be shared in order to affect the subscription center, as any public suppression list will remove subscribers on that list from an email send.
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What are Exclusion Lists in the marketing cloud and how are they used? (Choose all that apply) A) they are like Suppression lists; list of subscribers that don't want to receive your communications. B) subscribers who have a status (active, bounced, held, unsubscribed) C) May be subscribers who want to continue receiving messages. D) You select an Exclusion List at the time of send
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B) subscribers who have a status (active, bounced, held, unsubscribed) C) May be subscribers who want to continue receiving messages. D) You select an Exclusion List at the time of send
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What is a media query and how is it used? (Choose 2) A) a responsive layout that uses a piece of CSS3 code. B) the CSS3 code detects the pixel size of the screen on which that email is opened C) defensive tactics like using HTML text rather then graphical text D) image blocking .
answer
A) a responsive layout that uses a piece of CSS3 code B) the CSS3 code detects the pixel size of the screen which that email is opened.
