Pass the Salesforce Marketing Cloud Consultant CRT-550 Questions and answers with ExamsMirror

Comprehensive and Detailed Explanation:

The correct answer is D — Select "Subscribers will be unsubscribed from this business unit only" in Settings.

This setting ensures that if a subscriber unsubscribes from the children's brand (child business unit), they are only removed from communications for that BU — not for the main Enterprise brand.

It's the easiest, no-code-required solution ideal for customers with minimal technical resources.

❌ Why others are wrong:

A: Separate Subscription Center would require building and maintaining separate pages, adding complexity.

B: Managing unsubscribe status manually through attributes would be a heavy lift without developers.

C: Business Unit Filters manage viewing access, not opt-out behaviors.

Exact Extract from Salesforce Official Documentation:

Salesforce Help — Business Unit Settings and Unsubscribe Management:

"To allow independent unsubscribe management, select 'Subscribers will be unsubscribed from this business unit only.' This setting ensures opt-outs affect only the business unit where the unsubscribe occurred."

(Source: https://help.salesforce.com/s/articleView?id=sf.mc_es_business_unit_unsubscribe_settings.htm )

The correct answer is B, because:

In Salesforce Marketing Cloud, Reply Mail Management (RMM) processes replies to email messages and can automatically take action — such as unsubscribing a user — when specific unsubscribe keywords are detected.

Salesforce official documentation states:

"Reply Mail Management uses filtered keywords to identify unsubscribe requests. You must configure these keywords manually. If users reply with phrases not included in the filtered keyword list, they won't be unsubscribed automatically."

(Source: Salesforce Marketing Cloud Reply Mail Management Overview)

Thus, if phrases like "take me off your list" or "opt out" are not yet added to the filtered keyword list, RMM will not recognize them as unsubscribe requests, and no action (unsubscribe) will be taken.

✅ To correct this:

You must add custom phrases such as "take me off your list" and "opt out" to the Filtered Keywords list in RMM settings.

Why the other options are wrong:

❌ A. Ensure the DNS Record Redirect is correctly configured:

DNS redirection issues affect reply routing, not keyword detection.

❌ C. Ensure the two phrases are added to the "Filtered Keywords" data extension:

There is no "Filtered Keywords" data extension. It’s a configuration inside RMM settings, not a data extension.

❌ D. Ensure "Common Misspellings" is selected as one of the Reply Filters:

"Common Misspellings" handles typos but won't automatically detect entirely new phrases unless those phrases are explicitly added.

Further reference:

"Customizing the filtered keywords list improves unsubscribe recognition. Without these custom keywords, subscriber responses will not trigger the intended actions."

(Source: Salesforce Marketing Cloud Admin Guide - Reply Mail Management Configuration)

Thus, B is the correct solution.

Triggered Sends from Salesforce CRM are processed via Apex Jobs. When they fail, the first step in diagnosing the issue is to review the Apex Jobs in Salesforce Setup to check for errors such as authentication failures, invalid data, or configuration issues.

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Exact Extracts from Salesforce Documentation:

Source: Salesforce Help – Monitor Triggered Sends via Apex Jobs

→ "Triggered Sends initiated from Salesforce appear as Apex Jobs in Salesforce Setup. Review Apex Job logs to troubleshoot failures."

Source: Salesforce Marketing Cloud Connect Troubleshooting Guide

→ "For Salesforce-triggered sends, monitoring Apex Jobs provides immediate insight into errors or authentication issues."

The correct answer is C, because:

In Salesforce Marketing Cloud, when a subscriber's status changes to 'Held', it means that Marketing Cloud has suppressed sending emails to that subscriber due to repeated soft or hard bounces.

Users cannot directly edit or re-enable subscribers marked as Held.

Instead, Salesforce Support must be contacted to review and re-enable those subscribers if appropriate (for example, if it was a temporary deliverability issue).

Salesforce official documentation states:

"Held Status: A subscriber is placed on Held status after a threshold of consecutive soft or hard bounces. To reactivate held subscribers, submit a case with Salesforce Support. Users cannot manually reactivate held subscribers themselves."

(Source: Salesforce Marketing Cloud - Subscriber Status Overview)

Important Points:

Held status is a safety mechanism to protect sender reputation and avoid deliverability issues.

Salesforce must verify that it is safe to re-enable these subscribers to prevent risking future blacklistings or IP reputation damage.

Why the other options are incorrect:

❌ A. Extract and Import as 'Active':

You cannot change subscriber status from 'Held' back to 'Active' through data imports — importing won't override Held status.

❌ B. Mass update in Contact Builder:

Contact Builder cannot change the status of subscribers in the All Subscribers list — status is managed at the system level.

❌ D. SQL query to update 'Held' to 'Active':

SQL queries cannot modify system-managed fields like subscriber status in the All Subscribers list.

Additional reference:

"Marketing Cloud Support can reset a subscriber's status to Active after evaluation. Self-service options are not available to update 'Held' statuses."

(Source: Salesforce Marketing Cloud Admin Guide - Managing Subscribers)

Thus, C is the correct and official answer.

Comprehensive and Detailed Explanation:

The correct answer is B — Create a new data extension and link it to the other data extension.

Best practice is to separate different data streams into different Data Extensions and use relationships (via Contact Builder Attribute Groups) to link them logically.

This allows independent updates from different sources without risking overwriting primary contact data.

❌ Why others are wrong:

A: Adding more fields to the main DE would make the model heavy and harder to manage, especially with separate feeds.

C: Salesforce Data Extensions are specific to CRM integration and not mentioned here.

D: New populations are used when contacts are fully separate audiences, which is not the case here (it's the same contact base).

Exact Extract from Salesforce Official Documentation:

Salesforce Help — Contact Builder Data Relationships:

"Use separate data extensions for distinct types of information and create relationships between them to build a scalable contact data model."

(Source: https://help.salesforce.com/s/articleView?id=sf.mc_cb_data_model.htm )

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Comprehensive and Detailed Explanation:

The correct answer is D — Contact Data using Synchronized Data Sources.

Synchronized Data Sources (via Marketing Cloud Connect) bring Salesforce CRM data into Marketing Cloud in near real-time (every 15 minutes minimum sync).

Contact Data allows access to the latest information related to the contact during the Journey for Decision Splits and personalization.

This setup ensures journeys react dynamically to CRM updates without waiting for a separate file import.

❌ Why others are wrong:

A: Journey Data is static — it does not update after the contact enters the journey unless using Contact Data.

B: Profile Attributes are old data model elements, not suitable for connected real-time CRM data.

C: CRM Report Import is batch-based and not truly near real-time.

Exact Extract from Salesforce Official Documentation:

Salesforce Help — Synchronized Data Sources Overview:

"Synchronized Data Sources allow Marketing Cloud to access near real-time CRM data, synchronized automatically at intervals (minimum every 15 minutes). You can use Synchronized Data with Contact Data in journeys and decision splits."

(Source: https://help.salesforce.com/s/articleView?id=sf.mc_cb_data_sources_synchronized.htm )

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Comprehensive and Detailed Explanation:

The correct answer is C — An external system to receive and confirm callback and subscriptions.

Marketing Cloud’s Transactional Messaging API supports Event Notification Service (ENS), where an external endpoint (callback URL) can subscribe to event notifications like “Not Sent.”

You need an external system capable of receiving real-time POST messages (JSON format) from Marketing Cloud and sending 2xx HTTP status responses to confirm receipt.

❌ Why others are wrong:

A: There is no "Not Sent Notification activity" inside Transactional Journeys — it’s API-based event notifications.

B and D: Datorama and Interaction Studio are analytics and personalization tools, not real-time event handling systems.

Exact Extract from Salesforce Official Documentation:

Salesforce Help — Transactional Messaging Event Notification Service:

"An external system must be configured to subscribe to notifications and must be capable of responding to callbacks with an HTTP 2xx status. Event types include Sent, Delivered, Not Sent, etc."

(Source: https://help.salesforce.com/s/articleView?id=sf.mc-transactional-api-event-notifications.htm )

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Comprehensive and Detailed Explanation:

The correct answer is A — Reply Mail Management (RMM).

Reply Mail Management redirects incoming email replies to Marketing Cloud servers where they are processed based on defined rules (e.g., auto-responses, unsubscribe handling).

It ensures Marketing Cloud can properly manage replies rather than relying on customer inboxes.

❌ Why others are wrong:

B: Private Domains help with sending (authentication) but not reply redirection.

C: SAP (Sender Authentication Package) includes Private Domain setup but doesn’t itself manage replies.

D: Delivery Profiles configure sender and reply-to addresses but don't control reply processing rules.

Exact Extract from Salesforce Official Documentation:

Salesforce Help — Reply Mail Management Overview:

"Reply Mail Management (RMM) redirects subscriber replies to Marketing Cloud servers where you can configure responses, auto-replies, and unsubscribe handling."

(Source: https://help.salesforce.com/s/articleView?id=sf.mc_es_reply_mail_management.htm )

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Comprehensive and Detailed Explanation:

The correct answer is D — Create and send to a sendable data extension containing those needed fields using a query activity.

Pre-populating a single sendable data extension with all necessary personalization fields eliminates the need for real-time lookups during sending.

It dramatically speeds up send processing because personalization is sourced directly from the send context.

❌ Why others are wrong:

A: Profile attributes are outdated and limited for handling many fields from multiple sources.

B: Send throttling slows down sends to control delivery rate — it doesn’t speed it up.

C: Lookup functions cause real-time database queries during send time, slowing down large sends.

Exact Extract from Salesforce Official Documentation:

Salesforce Help — Personalization and Send Performance:

"To improve send performance, include all required personalization attributes in the send context (Data Extension) rather than relying on AMPscript Lookups at send time."

(Source: https://help.salesforce.com/s/articleView?id=sf.mc_es_send_performance.htm )

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Synchronized Data Extensions via Marketing Cloud Connect allow syncing Salesforce objects (such as Leads, Contacts) into Marketing Cloud at near real-time speeds (approximately every 15–30 minutes). To filter only customers with consent selected, they can configure a Filtered Data Extension based on the synchronized object.

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Exact Extract from Salesforce Documentation:

Source: Salesforce Help – Synchronized Data Sources Overview→ "Synchronized Data Sources allow you to automatically sync Salesforce object data into Marketing Cloud. The sync interval can be configured up to every 15 minutes."

Source: Marketing Cloud Connect Implementation Guide→ "To target a subset of synchronized records, configure Filtered Data Extensions based on specific criteria, such as opt-in status or custom fields."

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