A marketer is updating a data extension by manually importing a file. The marketer wants to ensure only new records are added to the data extension during the import process.
In which two ways should the data extension and import be configured? (Choose two.)

A. Select the update type ג€Overwriteג€.

B. Ensure the data extension has a Primary Key.

C. Select the update type ג€Add Onlyג€.

D. Select the update type ג€Add and Updateג€.

A customer uses the Salesforce Contact object as a synchronized data source. They have started to sync custom fields for further segmentation. They added new fields to the Contact object for new marketing needs.
Which first step should the customer take to ensure the new fields are available to segment on in Marketing Cloud?

A. Edit the fields in the synchronized data source.

B. Create a new data extension with the new fields.

C. Create a data filter that includes the new fields.

A marketer created dynamic content for an upcoming campaign that renders unique content based on subscriber attributes. The marketer would like to preview how each email will render for a given list of subscribers.
How should the marketer proceed?

A. Select the ג€Previewג€ tab within the Classic Content tool.

B. Create a user-initiated email to send to the list of subscribers.

C. Use the Test Send tool to trigger copies of the email.

D. Using the Subscriber Preview tool, cycle through the list of subscribers.

After receiving approval from their team, a marketer scheduled a promotional email send. After the send was scheduled and the team was notified, they received additional feedback which called for edits to the email copy.
Where should the marketer cancel the send?

A. Pending tab in Content Builder

B. Tracking tab in Journey Builder

C. Overview tab in Email Studio

Northern Trail Outfitters has a list of Platinum members containing 50,000 subscribers and a Lifetime Member list containing 20,000 subscribers; 7,000 subscribers in the Lifetime Member list also exist in the Platinum Member list.
An email was deployed to the Platinum members, but the marketing team would now like to send the same email to the Lifetime Member list.
Which feature should be used when sending the second email to ensure that the 7,000 subscribers that exist on both lists don't receive the same email twice?

A. Exclusion List

B. Suppression List

C. Domain Exclusion List

D. Exclusion Script

Northern Trail Outfitters just launched a new line of tents and sent a targeted email campaign to introduce the product to its customers.
Where in Email Studio could they see the performance summary of the recent email send?

A. Send Performance tab

B. Overview tab within Tracking

C. Job Links tab within Tracking

D. Summary tab

Within Datorama Reports for Marketing Cloud, a marketer would like to create a new set of reports for the organization that are custom and not available within the preconfigured reports.
What should be created to achieve this?

A. A Collection

B. A Dimension

C. A Dashboard

Northern Trail Outfitters (NTO) has multiple lines of businesses sharing one business unit. NTO wants to ensure its customers can identify their specific line of business when receiving an email.
Which setting should be configured in a send to identify the line of business sending the message?

A. Sender Authentication Package

B. Brand Builder

C. Sender Profile

Northern Trail Outfitters (NTO) has created a new onboarding series for customers who have purchased its fitness tracker. Customers were automatically opted in and received three emails from NTO within one day. The onboarding series includes personalized recommendations but lacks an easy way to opt out or update preferences.
In this scenario, what best practice was achieved?

A. Sending multiple emails in one day

B. Personalized recommendations

C. Opting customers in automatically

D. Preventing customers from opting out

A marketer wants to use personalization strings to create individualized content for an upcoming send.
Which three items should the marketer know when using personalization strings? (Choose three.)

A. Personalization strings are limited to profile attributes.

B. When using subscriber data, the attribute or field should have a default value.

C. Personalization strings are case sensitive.

D. Personalization strings can appear in the subject line or body of the email.

E. Personalization strings are enclosed by double percent symbols.

A marketer plans to send a Commercial email.
Which two criteria should be met to ensure compliance with the CAN-SPAM Act? (Choose two.)

A. Include a phone number to call.

B. Include the mailing address of the sender.

C. Ensure an opt-out link is present.

D. State why the subscriber is receiving the email.

A marketer is designing email for mobile devices.
Which three design best practices would the marketer use? (Choose three.)

A. Use image-based text for hero graphics.

B. Cut content to make the message fit above the fold.

C. Keep copy simple and direct.

D. Stack the content in a single column.

E. Design with the most important content at the top.

A marketing manager notices emails cluttered with images that are inconsistent with branding guidelines.
Which step should they take to restrict the types of content within a content slot?

A. Under user permissions, select limited template access.

B. Configure restrictions within a Content Area for approved block types.

C. Configure Content Blocks to only be usable within approved templates.

A marketing team wants to create an automation that can take a population, evaluate its subscriber data, and send a series of emails. The emails received may vary based on each subscriber's engagement with previous emails in the automation.
Which tool should a team with no SQL knowledge or support use?

A. Predictive Email

B. Scheduled Email Sends

C. Automation Studio

D. Journey Builder

A customer is planning to redesign the company website and email design. As part of the email updates, the company plans to keep its logo in the header and start using preheader text.
What two additional best practices could be applied to the company's new email design? (Choose two.)

A. Use of emojis in preheader text

B. Mobile optimized emails

C. Corresponding call-to-action included in primary message

D. A mix of old branding with new branding

A marketing manager wants to see how the cross-channel customer population has changed over the last 6 months.
Which report should be run to provide this information?

A. Contacts Count

B. Audience Engagement Over Time

C. Contacts Analytics

A data administrator is creating a new data extension to store product catalog data. Character length limit is specified for each field.
What are two benefits of ensuring field lengths are accurate? (Choose two.)

A. To ensure data integrity

B. To determine the correct data type

C. To optimize import process speed

D. To save the data extension

Northern Trail Outfitters wants to ensure a group of subscribers never receives a promotional email.
Which configuration ensures these subscribers do NOT receive these emails?

A. Add subscribers to the Account opt-out list.

B. Add an Auto-Suppression list to the default sender profile.

C. Configure Auto-Suppression list for the Commercial classification.

Which three options can be configured when running this report? (Choose three.)

A. Date range parameters

B. Error handling parameters

C. Report results delivery location

D. Report results file format

E. Error report log location

A marketer plans to send a transactional email.
Which three criteria should be met to ensure compliance with the CAN-SPAM Act? (Choose three.)

A. The subject line contains a promotion to entice the recipient.

B. The email body presents the transactional content prior to any commercial content.

C. The email body presents any commercial content prior to the transactional content.

D. The email confirms a transaction between the recipient and sender.

E. The subject line is transactional in nature and non-promotional.

A marketer at Northern Trail Outfitters must design a targeted email campaign for the company's new winter offerings.
What email best practice should be used?

A. Personalize the email content.

B. Send to the entire subscriber base.

C. Limit the email text to 250 words.

D. Use an infographic email template.

Northern Trail Outfitters wants to create a segment that will add and update the data in the data extension. They do not want the data overwritten. If a subscriber no longer meets the filter criteria, they should remain in the segment.
What could be used to segment the data?

A. Query Activity

B. Filter Activity

C. Synchronized Data

D. Data Filter

A marketer is using list-based sending, and wants to segment subscribers who have a value of `EMEA` in the Region Attribute.
What tool will produce this audience?

A. Send Flow

B. Filters

C. SQL Query Activity

D. Audience Builder

A new data extension named `Orders` contains order data. One row is recorded for each customer's order. Customers can place multiple orders. The Orders data extension relates to other data extensions and contains the following fields:
✑ OrderNumber: a unique alphanumeric order number.
✑ CustomerID: a numeric customer identification number.
✑ OrderDate: the system date and time for the order.
✑ Instructions: an optional alphanumeric string that contains customer delivery notes.
What statement accurately reflects the configuration of the Orders data extension?

A. The OrderNumber field will be a Number data type field.

B. CustomerID will be used as the Primary Key.

C. OrderNumber will be used as the Primary Key.

D. All fields in the data extension are nullable.

Northern Trail Outfitters wants to make newsletter emails more relevant to subscribers. The first step is to segment subscribers, so they are not sending a `batch and blast` newsletter. The second step is to personalize content based on the data that has been collected from subscribers.
In which two ways could they continue to improve the relevance of their newsletter? (Choose two.)

A. Use a substitution string to populate a subscriber’s name in the subject line.

B. Use a substitution string to populate a photo of the subscriber in the header of the email.

C. Change the color of the email background to match their subscribers’ preferred color of choice.

D. Create content tailored to subscribers’ interests and use dynamic rules to populate relevant content.

Northern Trail Outfitters is using a Smart Capture form in CloudPages to capture contest registrations in a data extension. Corporate has requested a nightly file with all registrants in this data extension be sent daily from Marketing Cloud to an external SFTP.
Which automation configuration should be used?

A. Schedule Starting Source > SQL Query Activity > File Transfer Activity

B. File Drop Starting Source > SQL Query Activity > File Transfer Activity

C. Schedule Starting Source > Data Extract Activity > File Transfer Activity

D. File Drop Starting Source > Data Extract Activity > File Transfer Activity

A local craft store is implementing Marketing Cloud and will be using lists to store their subscriber data.
Which two types of data could subscribers easily update via the default Profile Center? (Choose two.)

A. Order History

B. Email Address

C. Data Extension Fields

D. List Attributes

The marketing manager of Northern Trail Outfitters is interested in A/B testing emails in order to increase subscriber engagement.
Which two practices should be used? (Choose two.)

A. Offer a special discount for opening the email.

B. Use a large sample size.

C. Wait at least 24 hours before declaring a winner.

D. Test multiple variations concurrently.

A company has one million subscribers. The company has a Master data extension that contains information about its subscribers, such as Email Address,
Physical Mailing Address, Phone Number, and Loyalty information. There are 40 fields in the data extension. The data is used for multiple daily email campaigns.
How should the data be updated?

A. A file drop automation to execute an import every time a record is updated or added.

B. A scheduled automation to import a file containing all of their subscribers.

C. A scheduled automation to import a nightly file of updated or changed records.

D. A scheduled automation to occur every 15 minutes to ensure the data is current.

A marketer is building a highly personalized email which is sent daily to one million subscribers. The data needed for the email is located in several data extensions.
What feature should the marketer use to merge the data into a single data extension to improve sending?

A. SQL Query Activity

B. File Trigger

C. Data Filter

D. Profile Management

Northern Trail Outfitters' marketing team includes the nearest store to customers in the template of its emails. This data extension only needs to be updated when store information changes, such as when a new store opens or a store closes.
How could this be achieved?

A. Create a scheduled automation to import the file on a recurring basis with store information.

B. Create a file drop automation to import the file when placed on the specified directory on the Enhanced SFTP.

C. Create an automation to begin when information changes on a store object using a workflow rule.

D. Create a file drop automation to initiate when the store’s data extension is updated via import.

Northern Trail Outfitters wants multiple business units to access the same data extension within its Enterprise 2.0 account.
Where should the data extension reside to achieve this goal?

A. In the Synchronized Data Extensions folder

B. In the Shared Data Extensions folder

C. In the Data Extensions folder with sharing enabled

Northern Trail Outfitters (NTO) needs a quick listing of all email sends from the past calendar year across all business units. It should include basic metrics for each send.
Which out-of-the-box report provides what NTO needs?

A. Email Sends by User

B. Email Performance Over Time

C. Account Send Summary

A marketing manager identified an upcoming email campaign for their team to test different subject line voices. They want to first test with a pilot group and then send the winning subject line out to the remaining customers.
How should Path Optimizer be configured to handle these requirements?

A. Place a Random Split before Path Optimizer for the pilot group.

B. Configure a Holdback group to be targeted by the winner.

C. Select winning path three days after journey activation.

While testing an email with dynamic content in Content Builder, proofs of five content variations need to be reviewed directly in the inbox of a marketer's quality assurance specialist and the marketing manager. A data extension named 'myTestData' contains only the variations needed.
Which method should be used?

A. Choose data extension of contacts, and then choose to send ג€Based on Recipient Test Data Extension.ג€

B. Enter the email addresses to receive proofs, and then select the specific records from a list or data extension whose rendering should be sent.

C. Enter the email addresses to receive proofs, and then choose to send ג€Based on Subscriber Preview ‘myTestData.’ג€

D. Create a Test data extension that contains the five content variations the two team members need to validate.

Northern Trail Outfitters manually sent an HTML email to subscribers which contains a link to the wrong landing page for a particular campaign.
Which option minimizes the impact of this error?

A. Send another email to the same subscribers containing the correct link.

B. Update the link in the stored email content and it will be pulled in automatically.

C. Locate the job under Tracking and update the URL in the Job Links tab.

D. Have Support recall the email if it has not yet been opened by a subscriber.

Northern Trail Outfitters (NTO) has been sending email for about 10 years. A new marketing manager noticed NTO's deliverability continually decreased over the last year. NTO wants to grow its existing subscriber base and increase its ROI on email marketing by improving engagement with its subscribers.
Which three strategies will help improve NTO's email deliverability? (Choose three.)

A. Purchase lists from companies that guarantee users have opted in.

B. Authenticate email sending to distinguish it from spammers.

C. Purge old or inactive email addresses.

D. Ensure the spam complaint rate is between 1% and 3%.

E. Encourage subscribers to add the company’s sending domain to their address books.

An email marketing team has been tasked with building a new email that pulls in personalized content based on customers' preferences. The team has decided to create dynamic rules to accomplish this setup.
Which four elements are required for the creation of a dynamic content rule?

A. Attribute, Value, Operator, Content

B. Lists, Value, Operator, Images

C. Preferences, Value, Operator, Lists

D. Customers, Value, Operator, Content

Northern Trail Outfitters needs to use a point-and-click tool to test segmentation rules and verify that the correct subscribers are included in the segment. They will need to automate the refreshing of the segment once it is tested.
Which two tools should be used to test and configure the segment? (Choose two.)

A. Data Filter

B. Filter Activity

C. SQL Query Activity

D. Filtered Group

Northern Trail Outfitters historically received a bulk data file from a vendor once per day in its Marketing Cloud SFTP. The vendor is updating its sending cadence and will be delivering files over approximately eight hours throughout the day. The files will maintain the same naming convention and include a timestamp.
Which update should be implemented to the automation to process the files as they are received while minimizing rework?

A. Implement an API to start an automation with every file transfer.

B. Replace the Schedule with File Drop and use a filename pattern.

C. Replicate the automation and schedule them to execute every eight hours.

Northern Trail Outfitters wants to use a File Drop Starting Source in Automation Studio to send shipping tracking emails when orders are dispatched. A delimited text file containing all the data for the send will be uploaded to a designated directory on the Enhanced SFTP Account, and the email should be sent to customers when the file transfer has completed.
What would be the correct sequence of Activities for this File Drop Starting Source?

A. Import File Activity > Send Email

B. Import File Activity > File Transfer Activity > Send Email

C. File Transfer Activity > Send Email

D. File Transfer Activity > Import File Activity > Send Email

Northern Trail Outfitters' branding guidelines require heavy use of imagery on its website, apps, emails, ads, etc.
In which two ways could they optimize email design to honor branding guidelines and ensure subscribers are getting the best experience possible? (Choose two.)

A. Use custom corporate font to match their brand.

B. Add background colors that match branding.

C. Style alt text for when images do not display automatically.

D. Make the email completely image based.

A marketing intern forgot to remove [DRAFT] 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?

A. Subscriber Preview and Test Send

B. Subject and Preheader Validation

C. Content Detective

A customer wants to automate nightly imports and also have the ability to manually import files via the Import Wizard.
What should be configured in the Marketing Cloud account?

A. File Transfer

B. Data Loader

C. Enhanced SFTP

D. Encrypted SFTP

Northern Trail Outfitters (NTO) needs to create a sendable data extension that will contain its customers' information. NTO's customers are identified by a unique alphanumeric Customer ID, and Email Address is a required field.
How should the data extension be configured?

A. Customer ID is Primary Key and relates to Subscriber ID

B. Email Address is Primary Key and relates to Subscriber Key

C. Customer ID is Primary Key and relates to Subscriber Key

D. Email Address is Primary Key and relates to Subscriber ID

A file is received daily from a data provider to the account SFTP. This file needs to be imported into Marketing Cloud as soon as it arrives. The arrival time of this file varies by several hours from day to day.
What tools should be used to accomplish this?

A. Journey Builder Fire Event Entry Source

B. Automation Studio Schedule Starting Source

C. Automation Studio File Drop Starting Source

D. Journey Builder Import Activity Entry Source

A marketing team is creating a new data extension. The data extension configuration is very similar to a data extension that is already in use.
What creation method should the team use to create the new data extension?

A. Create from a Filtered Data Extension

B. Create from Template

C. Create from Existing

D. Create from New

Northern Trail Outfitters wants to test five different welcome email paths in Journey Builder. After seven days, they want to send all new journey entrants along the path with the greatest click-through rate.
How could these criteria be met?

A. Use Decision Split, select Journey Data for the path criteria, and revisit the journey 7 days after activating.

B. Use Path Optimizer, select Click Rate as the winner evaluation, and select 7 days as the engagement monitor.

C. Use Engagement Split, select Clicks on the Message Metrics, and add a Wait By Duration of 7 days.

D. Use Random Split, create 5 Paths with equal distribution, add an Email and Wait By Duration of 7 days.

A marketer would like to improve open rates for weekly email campaigns.
On which area of email design should the marketer focus?

A. Footer

B. Email Body

C. Envelope Content

D. Link Content

Northern Trail Outfitters wants to increase email subscribers this quarter.
Which three methods could they use to legally obtain subscribers? (Choose three.)

A. Purchase subscriber lists from a reputable data company.

B. Ask customers to text their email address to a short code to opt-in.

C. Email all unsubscribed customers asking for them to opt into email again.

D. Ask customers to opt-in at time of purchase online by creating an account.

E. Create a Facebook lead capturing form to gain opt-ins.