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Salesforce Certified Marketing Cloud Email Specialist (MC-202) Questions and Answers

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Questions # 1:

Northern Trail Outfitters (NTO) sends 500,000 emails per month and shares its sending domain and IP with other customers.

Which action ensures NTO's sending reputation remains intact?

Options:

Implement an SAP with Private Domain and a Dedicated IP.

Request three Dedicated IPs to spread out the sending volume.

Request a Private Domain to leverage SPF and DKIMauthentication.

Answer

Explanation

To ensure Northern Trail Outfitters' sending reputation remains intact, implementing a Sender Authentication Package (SAP) with a Private Domain and a Dedicated IP is the best course of action. This setup provides greater controlover the sending environment, allowing the company to build and maintain its sending reputation without being affected by other customers sharing the same domain or IP. It also facilitates the use of SPF, DKIM, and DMARC authentication protocols.

References:

Salesforce Marketing Cloud Documentation on Sender Authentication Package

Questions # 2:

Northern Trail Outfitters (NTO) wants to simplify a journey that has a decision split prior to every email send to remove certain subscribers from the journey.

What should NTOdo to simplify the journey?

Options:

Use the Update Contact a:

A Utilize exit criteria for the journey.

Ensure the Contact entry mode is No re-entry

Answer

Explanation

[Reference: Salesforce Marketing Cloud Documentation on Journey Builder Exit Criteria, ]

Questions # 3:

The data team at Northern Trail Outfitters wants to send a daily report of all subscribers emailed in the last 24 hours to their Enhanced FTP Export folder. The file should contain unique email addresses.

At a minimum, which activities should be configured in Automation Studio to meet their requirements?

Options:

SQL Query, Data Extract, File Transfer

SQL Query, Filter, Data Extract

Filter, Data Extract, File Transfer

Answer

Explanation

To meet the requirement of sending a daily report of all subscribers emailed in the last 24 hours to the Enhanced FTP Export folder, the following activities should be configured in Automation Studio:

SQL Query: To select the unique email addresses of subscribers emailed in the last 24 hours.

Data Extract: To extract the data into a file format suitable for transfer.

File Transfer: To move the extracted file to theEnhanced FTP Export folder.

This combination ensures that the data is queried, extracted, and then transferred as needed. Reference:Salesforce Marketing CloudDocumentation

Questions # 4:

Northern Trail Outfitters (NTO) wants to manager subscriber preferences at the communication theme level. NTO'S subscribers are stored in data extensions.

Which Marketing Cloud feature should be used to achieve this?

Options:

Publication Lists

List Unsubscribes

Journey Builder Sends

Answer

Explanation

Publication Lists in Salesforce Marketing Cloud are used to manage subscriber preferences at a thematic level. They allow subscribers to opt-in or opt-out of specific categories ofcommunication without impacting their overall subscription status. This feature is particularly useful for managing preferences across different types of content or campaigns. The use of Publication Lists is documented in Salesforce Marketing Cloud's official documentation on managing subscriber preferences and publications.

Questions # 5:

A marketing intern forgotto remove [For APPROVAL] from the subject line before sending an email to the company's largest audience.

Which feature, if configured, should provide a warning prior to sending?

Options:

Subject and Preheader Validation

Content Detective

SubscriberPreview and test Send

Answer

Explanation

Subject and Preheader Validation is a feature in Salesforce Marketing Cloud that checks for common issues in the subject line and preheader text before an email is sent. This validation would alert users to potential problems, such as placeholder text like "[For APPROVAL]", helping to avoid sending emails with incorrect subject lines.

[Reference:Salesforce Marketing Cloud Documentation on Subject and Preheader Validation, , , ]

Questions # 6:

The marketing team at Northern Trail Outfitters is concerned about its email deliverability rates over the last three months.

Which remediation tactic should be used to improve deliverability?

Options:

Increase the frequency of email sending to boost engagement.

Broaden segmentation criteria to reach more diverse audiences.

Scale back sending for specific ISPs until the issue subsides.

Answer

Explanation

To improve emaildeliverability, it is effective to scale back sending to specific ISPs where issues have been identified. This approach helps in maintaining a good sender reputation and avoiding potential blocks or filtering by the ISPs. By reducing the sending volume toproblematic ISPs temporarily, you give the infrastructure time to resolve the issues, which can then help improve overall deliverability rates. Reference:Salesforce Marketing Cloud Documentation on Email Deliverability Best Practices.

Questions # 7:

The marketing team has been troubleshooting why an email was not sent to 10% of the audience within the data extension. When they review the tracking for the job ID, they see 0 subscribers were held or unsubscribed.

Which additional issues should they consider?

Options:

DoNotTtad preferences

Bounced contacts from previous sends

Suppressed contacts from contact deletion

Answer

Explanation

When troubleshooting why an email was not sent to a portion of the audience, it's important toconsider several factors beyond unsubscribes or held statuses. Bounced contacts from previous sends could be a significant reason why emails are not delivered. Bounces occur when an email cannot be delivered to an email address, which could be due to various reasons like an invalid email address or the recipient's mailbox being full. Reference:Salesforce Marketing Cloud Documentation

Questions # 8:

Northern Trail Outfitters needs to send a transactional email to all customers who purchased an item that was recently recalled. The email must be sent to each applicable customereven if they have unsubscribed.

Which component should be configured to provide this functionality?

Options:

Delivery Profile

Send Classification

Sender Profile

Answer

Explanation

A Send Classification in Salesforce Marketing Cloud (SFMC) is configured to handlevarious sending parameters, including the ability to send transactional emails. Transactional emails must be sent regardless of the subscriber's status, including if they have unsubscribed. This is crucial for communications such as recall notices, wherethe information is considered essential. Send Classifications have a setting specifically for transactional emails which ensures that these emails bypass the standard unsubscribe list.

References:Salesforce Marketing Cloud Documentation on Send Classification

Questions # 9:

Northern Trail Outfitters wants to use a specific IP address and a subdomain of order subdomain for all of its transactional emails.

What should be configured to accomplish this request?

Options:

Sender Profile

Delivery Profile

Send Classification

Answer

Explanation

A Delivery Profile in Salesforce Marketing Cloud allows you to specify the IP address and subdomain used for sending emails. By configuring a Delivery Profile, NTO can assign a specific IP address and subdomain to ensure that all transactional emails aresent using the desired settings.

[Reference:Salesforce Marketing Cloud Delivery Profile, , , , ]

Questions # 10:

Northern trail Outfitters is hiring a third-party vendor to host a web page tied to a promotional sweepstake. The marketing manager would like an email sent from journey as soon as the subscriber submits the form.

What should be used to enter this subscriber into a journey?

Options:

API Event Entry Source

CloudPages Entry Source

Contact Event Entry Source

Answer

Explanation

When a subscriber submits a form on a third-party vendor'sweb page, Salesforce Marketing Cloud provides a way to enter that subscriber into a journey through the API Event Entry Source. This entry source allows external systems to trigger a journey by making an API call to Marketing Cloud. The API Event is designed to accept data from external sources and initiate the journey, ensuring immediate response to the form submission.

References:

Salesforce Marketing Cloud Documentation on API Event Entry Source

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