Certified Email Specialist Exam Study Guide Webinar What You Need To Know To Ensure Success

Parker Thompson Program Manager – Partner Practice Development p.thompson@salesforce.com

On Today’s Agenda

Main points:

• Why are we are here?

• How do I register for the certification exam?

• How can I prepare for the exam?

• What key areas do I need to revise?

Why Are We Here?

What is the MC Email Specialist Certification?

Demonstrate Ability To:

• Know email marketing terminology and best practices

• Build relational data models

• Send emails via Email Studio sending methods

• Build complex email automations

• Run reports of email tracking data

• Troubleshoot and solve basic platform issues

Why should you obtain it?

Details On The Certification

About the exam:

• 60 multiple-choice questions (Min. 36 Correct Answers)

• 60% is the passing score

• 90 minutes allotted to complete the exam

• Registration fee is USD $200

• Retake fee is USD $100

• No hard-copy or online materials may be referenced during the exam

• For a full exam outline, click here for the Study Guide

Review the information at certification.salesforce.com/marketers

Exam Objectives & Weighting Understanding what to know...

Review the Study Guide for the objectives that will be tested.

Pay attention to weighting score.

Objectives with a higher weighting will have more questions.

How To Register for the Certification Exam

Onsite Proctoring: Testing Center

Exam availability can vary greatly between testing centers.

Register for exam at least 72 hours in advance, but recommended one week in advance.

To locate the center nearest you visit http://www.kryteriononline.com/Locate-Test-Center.

You will need one piece of government-issued photo ID and another form of ID such as a credit card. Your name MUST match exactly.

You must also bring the authorization code provided in your registration confirmation.

Online Proctoring: Your Own Computer

Exams are offered daily, except on major US holidays.

Advance registration not required. Allow time to prepare your computer.

Before scheduling an online proctored exam, it is strongly recommended that you review all of the necessary requirements and the test taking policies here:

http://certification.force.com/pkb/articles/Public_KB/Online-Proctoring-Completing-Your-Exam-Remotely.

Onsite or Online Proctored? Decide how you want to take the exam

Log in to Webassessor at www.webassessor.com/salesforce.

If you do not already have a test taker profile in Webassessor, you will need to create one.

Register for an Exam: Step 1

1. When logged into Webassessor, click Edit Profile.

2. In the field below Are you a: list yourself as a "SFDC Partner"

3. In the Company Name field, confirm your company name is correct.

If changing companies, simply amend your company name to reflect your current employer. NOTE: Webassessor data is updated on a weekly basis.

Ensure your certifications will be associated with the correct company

Important Registration Tips

Click Register for An Exam or Register for a new exam.

On this screen, you will also be able to see all your scheduled and completed exams.

Register for an Exam: Step 2

Select the exam you wish to take, and click on the code to show the delivery options.

Register for an Exam: Step 3

Click Register next to the type of delivery you want to take.

Register for an Exam: Step 4

If onsite, use the Search function to find a location conveniently located for you.

Then, use the calendar to select the date and time for your exam.

Onsite Proctored

Register for an Exam: Step 5a

If online, choose a time zone and available dates and start times will be shown in the calendar.

Select the date and time for your exam.

Online Proctored

Register for an Exam: Step 5b

Things you need to know for Onsite Proctored

Important Information About the Exam

Arrive 15 minutes before the scheduled start time.

Bring one piece of government-issued photo ID and one piece of additional ID such as a credit card or

employee ID card.

The name on your two forms of identification must match exactly with your name as specified in your test taker

profile in Webassessor. Additionally, all identification must be current; expired identification will not be accepted.

Bring the authorization code that was provided to you in your registration confirmation email.

In the exam:

You cannot access personal belongings, materials, or electronic devices.

Personal belongings will be stored in a secured area and returned after the test session.

You cannot talk to any individual in the testing area except for the proctor.

You are not permitted any breaks.

If you are provided scratch paper; you must return the scratch paper to your proctor at the end of your exam.

Things you need to know for Online Proctored

Important Information About the Exam

You need an external, standalone webcam. Internal webcams are not permitted.

You will need to download the Sentinel Secure software and create a biometric profile to validate your identity

before your exam.

Check the Online Proctoring Guides for your operating system: Windows or Macintosh.

In the exam:

Your room must be well-lit, quiet, and free from any other activity.

The webcam must provide a view of the computer, keyboard, mouse, your hands, your full face, and 12 inches

on either side of the keyboard.

You cannot access personal belongings or devices.

No other individuals are permitted in the testing area.

You cannot eat, drink, or smoke.

You cannot wear headphones.

You cannot leave the testing area.

You cannot disconnect the camera.

Training Resources Online Training & Documentation

Learning Path & Recommended Studies

MC Partner Product Training Learning Path

• Designed to provide you the information you need to know on Salesforce Marketing Cloud products

• Accessed through the Partner Community

• Requires a Partner Training Account

Marketing Cloud Email Studio Documentation

• Contains all the content on which certification questions are based.

• Accessed through the web, help.exacttarget.com/

• No Login Required

Free Resources To Help You Prepare

Areas of Focus Weighted Objectives to Study

Subscribers & Data Management Lists and Data Extensions

Understanding Lists/Data Extensions is critical on this exam:

• Make sure you know how to utilize Lists/Data Extensions

• Be able to know the difference between Profile Attributes and Preference Attributes

• Remember to be able to answer questions related to Subscribers based on a given scenario. Ex: Adding Subscribers to an existing data

extension.

Subscribers & Data Management Handling Unsubscribes

It’s important to understand how unsubscribes work and be able to determine the methods in which a subscriber can do so:

• Given a scenario, make sure you know how unsubscribes work based on the Marketing Cloud Editions

• What is the differences between Global and Master Unsubscribes?

• By what methods can a subscriber unsubscribe?

Subscribers & Data Management Importing, Segmenting and Sharing

Understanding how to manage your data is essential to the exam:

• Importing

• How can I importing in to a List and Data Extension?

• What is the optimal way to import?

• Segmentation and Relationships

• By what methods can I segment?

• Understanding Groups and Data Filters

• Be able to explain the use cases of Data Relationships

• Shared Data

• What’s the difference between shared data and non-shared data?

Content Creation & Delivery Customizing, Sending Methods, and Classification

Emails can be managed and created entirely from within the Marketing Cloud. Understanding how to start building great emails is just the beginning.

• Customizing Emails

• What tools can I use to customize emails?

• Which is right for the job?

• Send Methods

• What types of sends are there within the Email Studio?

• Given a use case, What is the proper send method?

• Send Classifications

• What are Sender Profiles and Delivery Profiles? How are they managed?

Email Message Design Best Practices, Testing, and Approvals

Have you designed your email to work for you in the best possible way?

• Best Practices

• Given a scenario, what email design is will be the most affective?

• If viewed on a mobile device, is my email Responsive?

• Testing a Send

• How can you utilize A/B Testing for better creatives?

• What tools are available to you for test sends?

• Approvals

• What are Approvals and how do they work within the Marketing Cloud?

Email Marketing Best Practices Guidelines and Deliverability

Have you designed your email to reach your audience in the best possible way?

• Legal Guidelines

• Is your email CAN-SPAM compliant?

• Are you ensuring you are sending to opted in subscribers?

• Deliverability

• How can you improve the deliverability of a send?

• What methods are there to improve your deliverability?

Other Focus Areas Reporting, Tracking, Automations, and Integrations

Reporting & Tracking

• Know how to read and understand Email Reports and Tracking

• Given a Scenario, Can you describe the capabilities of these features?

Automations

• Which Automation capabilities are available?

• What methods can be used in Automation Studio?

Integrations

• How can you improve the deliverability of a send?

• What methods are there to improve your deliverability?

In Review

Where To Get All The Information You Need:

Questions?

Join the Salesforce Certification for Partners Chatter Group or search through the Knowledge Base on the Certification Site.

Certification Information and Study Guides?

Visit the certification.salesforce.com/marketers site

Training Materials?

• Help.exacttarget.com/ or the Learning Path on the Marketing Cloud Build Tile.

Schedule an Exam?

• Visit the webassessor website

Things to Remember Before the Exam

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