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The Salesforce Certified Marketing Cloud Email Specialist exam evaluates exam candidate’s knowledge and skills. One should have hands on experience with the Marketing Cloud Email application Salesforce Marketing Cloud (SFMC) aka Exact Target and demonstrate the knowledge and use of each area and functionality.

EMAIL MARKETING BEST PRACTICES (15%)

  • Evaluate elements and techniques of email marketing to design an effective email campaign.
  • Identify situations where legal compliance may be an issue during an email campaign.
  • Differentiate elements of an email that can impact message deliverability.
  • Demonstrate appropriate and effective subscriber acquisition methodologies.

EMAIL MESSAGE DESIGN (13%)

  • Best practices to implement in email design .
  • Methods for creating responsive emails.
  • Understand strategies and capabilities to A/B test email elements.
  • Marketing Cloud tools to use when preparing an email for send.
  • Determine the correct use of Approvals of email message design.

CONTENT CREATION AND DELIVERY (18%)

  • Explain various send capabilities in the Email application.
  • Create and customize an email message to meet a customer's need.
  • Send and deploy an email campaign to meet the customer requirement.
  • Explore how to manage content needed to deploy a customer’s email campaign.

MARKETING AUTOMATION (19%)

  • Work and practice appropriate marketing automation solution
  • Understand types of automation tool in marketing cloud and their implementation.
  • Understand how to manage customer data, configure the appropriate marketing automation tools.

SUBSCRIBER AND DATA MANAGEMENT (29%)

  • Setup Subscriber Lists and Data Extensions in the Marketing Cloud.
  • In business customer's requirements, determine how to import data into Marketing Cloud as per best practices.
  • Customer's business requirements, configure segmentation tools to accurately model subscribers and data.
  • The marketing unsubscribe subscription management solution that meets the requirement based on customer frequency, permission, and preferences.

TRACKING AND REPORTING (6%)

  • Explain the different metrics available for email campaigns and what each one means.
  • Describe the steps involved to analyze the performance results in an email campaign.
  • Configure and run Marketing Cloud adhocand automated reports.
You can also find the official Salesforce marketing cloud email specialist prepration exam guide here.