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Salesforce Marketing Cloud Email Specialist

Certification Guide

The Salesforce Marketing Cloud Email Specialist credential is developed for candidates who want to demonstrate their knowledge, skills, and experience on using Marketing Cloud Email application to create solutions, build marketing campaigns, data management, content creation, email marketing best practices and analytics.

Key Facts

The exam is made up of 60 multiple choice questions

90 minutes to complete

The passing score is 67%

There are no prerequisites

Cost is USD $200 and the retake fee is is USD $100 if you are unsuccessful

This information will assist you if you’re interested in becoming Marketing Cloud Email Specialist certified and includes an overview of the core topics in the exam.

There are 5 areas of knowledge that are covered by the  Marketing Cloud Email Specialist certification.

Objective

Weighting

Marketing Automation

26%

Subscriber and Data Management

26%

Content Creation and Delivery

24%

Insight and Analytics

14%

Email Marketing Best Practices

10%

Marketing Cloud Email Specialist Topic Weighting Chart

Marketing Cloud Email Specialist
Certification Contents

The following are the core topic areas of the Marketing Cloud Email Specialist and what you’re expected to know:

Email Marketing Best Practices

This topic includes the following objectives:

  • Given a customer scenario, evaluate elements and techniques of email marketing to design effective emails and email programs.


  • Given a customer scenario, differentiate elements of an email that can impact message deliverability.


  • Given a customer scenario, demonstrate appropriate and effective subscriber acquisition and retention methodologies.


crm email marketing

Content Creation and Delivery

This topic includes the following objectives:

  • Given a desired sending process, recommend Marketing Cloud tools to use when preparing an email for send.


  • Given a customer scenario, create and customize an email message to meet customers’ needs.


  • Given a customer scenario, configure send settings to meet the customer requirements.


  • Given a customer scenario, organize and manage email campaign content.


Marketing Automation

This topic includes the following objectives:

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

Marketing Automation automates repetitive marketing processes. It gives marketers time to focus on content rather than on manual tasks. Marketing Cloud includes three automation tools: Automation Studio, Journey Builder, and Triggered Emails/API.
If used effectively, the right messages are sent to the subscribers at the right time. This results in a higher conversion rate and brand loyalty.

  • Given a customer scenario, build the appropriate Automation Studio solution.

Automation Studio automates recurring activities like extract, transform, and load data. It is used for advanced segmentation, runs SQL-queries, and refreshes audiences. Additionally, it can be used to send high-volume messages (more than two million per hour).

  • Given a customer scenario, build the appropriate Journey Builder solution.

Journey Builder is an intuitive marketing tool that allows interacting with subscribers on a one-to-one basis. Journey Builder can be used for multichannel communication and it is goal driven.
Journey Builder leverages data from any source, including Sales, Service, and Experience Clouds. It allows engaging with Contacts based on behavior and insights.

Subscriber and Data Management

This topic includes the following objectives:

  • Given desired output requirements, setup Data Extensions in Marketing Cloud.


  • Given a customer's business requirements, determine how to import data into Marketing Cloud.

This section examines ways of importing data to Marketing Cloud. It identifies different methods of adding data to the platform, both manual and automated, and identifies the use cases and necessary configuration steps for each of them.

Manual Record creation available in Contact Builder covers scenarios when adding test users is required for internal testing purposes. Imports into Data Extension allow Marketing Cloud users to select files from their computer or from the Enhanced FTP and feed that data into target Data Extensions. Import types including Add Only, Add and Update, Update Only, and Overwrite control what happens with the data during imports.

To perform data import on a recurring basis, Import File Activity can be configured to run on schedule or on file drop and be a part of the Automation Studio workflow. Through Marketing Cloud Connect, a connector between Sales or Service Cloud and Marketing Cloud, data between the platforms can be integrated and stored in Marketing Cloud Synchronized Data Extensions.

API Integration integrates Marketing Cloud account with websites or third-party applications to synchronize data between systems in real time and support triggered marketing communication. Smart Capture forms created and styled in Marketing Cloud can capture leads and store them in Data Extension and be a starting point for customer journeys in Journey Builder.

  • Given a customer's business requirements, configure segmentation tools to model subscribers and data.
  • Given a customer scenario, identify and troubleshoot send discrepancy based on subscriber preference management.


Insights and Analytics

This topic includes the following objectives:

  • Given a customer scenario, explain the different metrics available for email campaigns and what each one means.

It is absolutely crucial for today's marketing professionals to understand their customers.  With Salesforce Marketing Cloud, we can send the right message at the right time to the right audience. In order to identify what to send, who to send it to, and when to send it, we'll have to rely on marketing analytics. Marketing Cloud offers a wide variety of metrics in the form of Email Tracking and Reports.

  • Given an email campaign, describe the steps involved to analyze the performance results.


  • Given a customer scenario, configure and run Marketing Cloud ad hoc and automated reports.


  • Given a customer scenario, recommend an Einstein product that will analyze campaign effectiveness.


To prepare successfully for the certification exam, we recommend to work through our

Marketing Cloud Email Specialist Study Guide and Marketing Cloud Email Specialist Exams

Marketing Cloud Email Specialist
Study Guide

Every topic objective explained thoroughly.
The most efficient way to study the key concepts in the exam.



Marketing Cloud Email Specialist

Practice Exams

Test yourself with complete practice exams or focus on a particular topic with the topic exams. Find out if you are ready for the exam.


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